Why Ogilvy Bought NCA??; Which Brands Won Summer????; Grey's 20 Years in WPP; John Lewis' Pledge Returns???

Issue #13 | 16.09.2024

Creative Salon is back to help you start your work week right. Here is a glance at the most interesting insights making rounds in the advertising world last week.

??Reasons to Be Cheerful: Finding Green Shoots Of Optimism For Marketers?

The fabled sunlit uplands might still appear beyond reach at the moment but there are some?tentative signs that provide optimism, in advertising at least. The Advertising Association has produced an upbeat report showing that ad spend will grow by 7.7 per cent this year and that people increasingly believe advertising is a force for positive change. We asked BBH's Will Lion, Saatchi & Saatchi's Richard Huntington, Edelman's Jay Gallagher, VCCP's Ross Cameron and Leo Burnett's Rebecca Priest for their other green shoots. Read here.

??Five Reasons Why...Ogilvy Has Bought NCA

This week WPP swooped on New Commercial Arts. (NCA), snapping up the hugely successful UK agency to join 奥美 's global creative network. It's a masterstroke for WPP and Devika Bulchandani , the global CEO of Ogilvy - you can read all about the woman who pulled off this coup here. And of course, it's another huge win for James Murphy and David Golding, two of the founders of adam&eve, one of the most successful and influential agencies of this millennium, which sold to Omnicom 's DDB in 2012. We look at how NCA will further accelerate Ogilvy’s momentum in the UK market. Read here.

???Summer Of Spectacle: Which Brands Won The Battle For Standout In The Jam-Packed Sunny Season?

The summer of 2024 was defined by a whirlwind of major events and viral trends, from the Euros and Olympics to TikTok ’s “very demure, very mindful” craze and Deadpool’s nostalgic marketing magic. We spoke with industry experts, including 爱德曼 ’s Emma de la Fosse , Gravity Road ’s Sophie Cullinane , AMV BBDO ’s Marina Glavan , Ogilvy UK ’s Angus George and Johnny Watters , VCCP 's Marianne Bellorín , VML ’s Ben Worden , and Mediaplus UK ’s Ella Britton , to explore how brands tapped into these cultural moments and what marketers can learn as they move into the next season. Read here.

??The Price Pledge Is Back: Why John Lewis Is Never Knowingly Undersold... Again

Back in 2022 - amid financial woes and fierce competition from online rivals - John Lewis dropped its almost a century old promise to price match its competition. But 'Never Knowingly Undersold' is back, with a bold new campaign from Saatchi & Saatchi and a renewed sense of optimism around the retailer's fortunes. In this piece we explore?the reasons behind the move.? Read here.

??Celebrating 20 Years Of WPP's Grey London??

It's two decades since WPP swooped on the mighty 葛瑞集团 Advertising Inc. But twenty years on, the agency proudly holds true to its DNA and its passion for commercial creativity. To mark the anniversary of the deal we've picked 20 campaigns by Grey London that help showcase the agency at its creative best. Read here.

???The Ugly Truth Behind Political Attack Ads?

With things about to get even uglier in the US presidential elections, Jason Cobbold , the chief executive of BMB Agency , argues that political smear ads don't resonate so well with British voters and can damage democracy itself. Read here.

??From Streets To Stars: The Inspirations Behind Chris Turner’s Strategic Thinking

Poetry, street photography, and eavesdropping – Chris Turner , planning director at Pablo, reveals the three unlikely sources that fuel his strategic insights. From capturing fleeting human moments to finding universal truths in the every day, Turner explains how these inspirations shape his approach to branding and audience connection. Read here.

??The Value Gap: Why Modern CMOs Still Struggle To Prove Marketing's Business Impact?

Making the case for marketing's value in driving business growth remains a challenge, despite all the evidence. And while some brands are demonstrating a commitment to marketing as an investment rather than a cost, many CMOs still grapple with gaining respect and influence within their own?organisations. We spoke with Phoebe Barter of Aviva, Kelly Best of Virgin Red, and @Sameer Amin of Reckitt Benckiser to explore the ongoing challenges and the evolving demands faced by today's marketing leaders. Read here.

???Hollywood, Trump?And The Reinvention Of Branded Entertainment At St Luke’s

Despite the twists and turns of a high-octane career, Andrew Hill is back where it all began. After working with the likes of Kanye West, Brad Pitt, and Donald Trump, the St Luke’s co-founder returns to lead branded content at the agency's Apostle Studios. We delve into Hill’s journey from advertising strategist to Hollywood producer and what’s next for him at St Luke’s. Read here.

That's all for your Monday morning update.

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