Now Accenture, PwC, EY and Deloitte has made significant efforts at taking brands’ marketing services contracts.
But what does that look like?
In this video interview with Beet.TV, Nikki Mendonça, president of Accenture Interactive operations, outlines the offering.
“There are new rules of branding,” Mendonça says. “We’re redesigning the marketing and content operating models of our clients and going to them with very, very new, bold, challenging structures and processes and ways of operating. Particularly in the area of experience activation.
Mendonça describes “a new marketing operating model that is more effective and efficient”: “We’re doing a lot of kind of one day design and activation workshops with clients where we’re really ripping up the rule book.”
Until January 2018, Mendonca was President of OMD EMEA, were she was responsible for the financial and operational performance of all OMD offices across Europe, Middle East and Africa.
Now she is helping one of the consulting firms emerge in to world of helping companies build brands through marketing and advertising.
She says SynOps, a software platform that uses historical and current client data to recommend efficiencies, is receiving a lot of focus for marketers.
Mendonca says Accenture Interactive is examining TV as a “shoppable” and performance, results-oriented marketing channel.
This video is part of Beet.TV’s coverage of the ANA Masters of Marketing Conference in Orlando, 2019. The series is sponsored by iSpot.tv. For more videos from the series, please visit this page.
]]>With the group for 16 years, Mendonça had been president of OMD Worldwide’s EMEA region, responsible for 6,500 marketers running brands like McDonald’s and PepsiCo.
In this video interview with Beet.TV, Mendonça, now president of Accenture Interactive Operations, says the pace of change is still accelerating.
“The ability to sort of integrate the big desire brand building and the personalization … I think a lot of advertisers are asking us that they want to do both,” she observes.
“As more and more (media) touch points (become) shoppable, it’s incredibly important that I take some of their expertise and being able to almost truncate that purchase funnel so that you’ve literally got desire building, demand generation, and conversion happening in a matter of minutes – for example, on the Instagram platform. There’s a lot of interest around that.”
Mendonça is talking about the emergence of features inside many media channels that don’t just support the delivery of messaging that could spark purchase consideration later down the line, they also enable that purchase to be completed there and then.
That is increasingly the case with some interactive TV ads, and it is the case inside Instagram photos as of 2019.
And, by the sounds of it, this isn’t just a theory. Speaking with MTM’s Jon Watts at Cannes, Mendonça says brands are all over the opportunity.
“A plethora of advertisers are all searching for a new model,” she adds. “I didn’t think that the sort of groundswell of interest would be that intense.
“The moment we went out to market, the moment we said that we were in the business of activation and experience activation, then a lot of clients started calling. So now I’m really trying to build a global offering to keep up with that demand.”
You can find all of Beet.TV’s coverage of Cannes on this page
]]>Founded in 2010, Adaptly partners with some of the leading digital platforms, including Amazon, Facebook, Google, Instagram and Snapchat, for a client roster that includes Chico’s, Mazda, Prudential and Sprint.
“What attracted Accenture Interactive Operations was the fact that they really are leaders in terms of the whole platformization of marketing,” Mendonca explains in this interview with Beet.TV at CES 2019. “They really know how to leverage platforms properly to be able to give a step change in business outcomes.”
Adaptly will significantly bolster the capabilities of Accenture Interactive Programmatic Services, whose core offerings are helping marketers in-house programmatic media; media strategy, planning and activation; and adtech implementation and support.
“We’re very much starting with the world of programmatic delivery because we do firmly believe that all media will be programmatically delivered” as early as 2025, inclusive of TV, Mendonca says. “That’s really where our lens is so we’re starting first with programmatic activation and then we’ll scale that through to myriad number of touchpoints including TV, outdoor, radio, et cetera.”
The acquisition of Adaptly comes as Accenture is creating “experience activation centers” for clients “everywhere from Warsaw to Sao Paolo. What we’re finding is our clients really want us to have a very integrated offering across all paid, owned and earned channels and touchpoints, and that’s really what we’re focused on.”
In all, Accenture has “a whole scaled operation” of 16,000 people across the globe “developing new marketing operating models for clients and new solutions to their growth challenges.”
Because content lies at the heart of marketing experience activation, “We very much are building our product and service offering around a data-driven, tech-enabled content powered way of going to market, which is exactly what are clients are asking for.” Even when building new marketing models, “building a new content operating model is at the heart of that solution,” says Mendonca.
What should be a constant is that any form of brand communication “is actually more engaging and enhances the customer experience,” she adds, “to make sure that advertising is not a tax and it’s not an annoyance for the consumer because ad blocking is only going one way.”
This video is part of Beet.TV coverage of CES 2019. The series is sponsored by NBCUniversal. For more coverage, please visit this page.
]]>“With programmatic, we’re starting with a lot of client interest in terms of them wanting to in house and gain more control over the programmatic execution,” Mendonca, who is Global President of Accenture Interactive Operations, says in this interview with Beet.TV at the Cannes Lions International Festival of Creativity.
Many of Accenture’s clients want to build “a hybrid model in terms of programmatic execution,” so the company is helping them decide what to control in-house, how to staff for it and determine what they want Accenture to take over as a managed service, according to Mendonca.
“And then, of course, in time we’re building out our capabilities to be able to operate and scale global programmatic services for clients.”
Until January of this year, Mendonca was President of OMD EMEA, were she was responsible for the financial and operational performance of all OMD offices across Europe, Middle East and Africa.
She’s seeing a “burgeoning interest” in tailor-made, bespoke programmatic solutions as Accenture helps its clients procure the right marketing technology and develop the most appropriate marketing stack. “That is where the sort of sweet spot of the need is at the moment. And of course being a technology powerhouse we have a lot of skills when it comes to systems integration,” Mendonca says.
Over time, Accenture will build out “more of an orchestration of a suite of technology” tailored to specific clients and be able to “develop something a little bit more industrialized for those clients who really want a global marketing activation to run on their behalf.”
Asked about flaws in the digital media ecosystem, Mendonca believes that it needs more “governance” and that Accenture will be helping clients gain added transparency “to basically increase the power and potency of the working media.”
Given Accenture’s “myriad number of C-Suite client relationships,” she sees the company providing agnostic advice on data-directed marketing activation. “Because this is the first time where we really do have the ability to see proper marketing ROI on every single dollar spent. So giving that that clarity and transparency to clients is very, very important.”
]]>That is according to one ad agency boss now helping clients understand and benefit from the changes.
“We are definitely entering an addressable age,” says Nikki Mendonça, OMD’s EMEA president, in this video interview with Beet.TV. “Personalisation at scale is the holy grail of marketing at the moment.
“We’re having a myriad number of conversations with clients at the moment about how to achieve that relevance for them. Using data … is the sweet spot.”
OMD has been helping clients use opportunities like AdSmart, the addressable TV offering from Sky, the UK’s pay-TV leader.
“The relevance is giving very good ROI, even though you pay inflated CPMs,” she says. But other markets are less developed. Already, France and Germany are behind due to national limitations on use of data in advertising. And a big challenge is imminent across the continent.
“In other parts of Europe, addressability at large is still quite fetal,” Mendonça says. “The General Data Protection Regulation (GDPR) is coming in to force in May 2018.
“If you are seen, as an advertiser, to flout any data protection rules, your penalty is 4% of your global turnover. We have to exercise some caution going in to a world of being abel to leverage trillions of data points.”
This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.
]]>There are many reasons for that – for one, quality content and attractive online services are proving so popular that the BBC is moving one of its linear channels entirely to online.
But the TV advertising set-up, too, is effective enough to be considered a template for the rest of the world, according to the EMEA president for Omnicom’s OMD agency, Nikki Mendonça.
“Specifically Channel 4 and ITV are hugely, hugely innovative,” she tells Beet.TV in this video interview. “We’re doing some fantastic things with them at the moment … they’re developing more of a lean-in attitude that will pay dividends.
“We’ll almost be able to take that UK model and potentially roll it out across the world because I do think that the UK is one of the most sophisticated markets.”
UK total TV revenue continued growing to new heights last year, thanks to increased advertiser spend, more pay-TV subscription revenue and big BBC sporting productions. GroupM estimated UK TV advertising spend would grow 9%. What’s going so right?
“I think the UK understands that the advertising content is just as important as the content itself,” Mendonça adds. “They are doing more to invest in content and to work with us in a way that really appreciates and understands the quality of high content as advertising.
“I think that that’s really protecting the TV ecosystem and why the TV economy is in rude health at the moment in the UK. I think a lot of other markets could learn from the way that certain TV broadcasters are managing to innovate at scale, actually.”
This video was produced at the Future Of TV Advertising Forum. Beet.TV’s coverage is sponsored by Xaxis. You can find more Beet videos from the conference on this page.
]]>“Not only are consumers demanding more content, but this also means a redefinition of the agency from a media agency to a marketing communications agency with a full-service proposition for our advertisers,” she says. “There is a massive opportunity to bring down some legacy barriers between design, PR and media and we are seeing a blurring and merging of the landscape.”
As the agency develops more content from the ground up, key factors to consider in advance are what makes video shareable, how the video will live in the social sphere and what are the best distribution techniques. For more insight into OMD’s approach to mobile video content, check out this video interview.
Please find more Beet coverage of Cannes Lions here.
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