GroupM partners with Hogarth Worldwide to launch a Global Addressable Content Practice
GroupM, WPP’s media investment group, today announces a global partnership with WPP sister agency Hogarth to launch an Addressable Content Practice (ACP) — a global performance media collaboration. This practice combines the group’s leading addressable media offering with Hogarth’s content creation capabilities to provide a harmonized global addressable content service that helps clients deliver more data-driven, highly personalized advertising experiences to consumers. Today, with creative commanding a pivotal role in performance campaigns, but with only 3% of ads being ‘addressable,’ this practice exists to make personalized content a reality, at scale and speed.
The Addressable Content practice supplements and complements the existing addressable offerings of Mindshare, MediaCom, Wavemaker and Essence, in addition to Finecast’s proprietary addressable supply, to create a full-service global offering at GroupM. Integrated within each agency’s media planning and strategy process, the ACP’s core function will be to create and produce omnichannel creative content informed by media, enabled by data, and delivered through technology across channels, platforms and devices.
“Campaigns are increasingly becoming outcomes-driven, especially as audience-first planning becomes the standard,” said Christian Juhl, GroupM Global CEO. “This reality, in addition to the pending deprecation of third-party cookies and the growing number of ad-lite or ad free platforms, means we will have fewer opportunities to reach consumers in the future. A powerful and precise addressable strategy, across media and content, will help brands realize more fully the potential and performance of their message and investments. We're excited to bring this to our clients globally.”
While a GroupM-Hogarth addressable content alignment exists in select markets worldwide, the Addressable Content Practice formalizes this partnership globally and gives it immense scale, as it will be operational in six hub cities to start, including London, Mexico City, New York, Shanghai, Singapore and Sydney. With GroupM’s global footprint—across 80 markets—coupled with Hogarth’s global production teams, the Addressable Content practice aims to triple in size, based on client demand, over the next 1-3 years.
“The ever-increasing demand for the intelligent and automated delivery of addressable content at scale remains a high growth opportunity for brands. This global practice – ready today across six hubs, and three delivery centers--will spearhead this opportunity, with GroupM and its agencies,” said Richard Glasson, Hogarth Worldwide Global CEO. “Given the scale of GroupM and the breadth of Hogarth’s global content creation capabilities, this practice will allow clients to accelerate and achieve their growth goals by staying relevant, timely and connected with their customers.”
GroupM is the world’s leading media investment company responsible for more than $50B in annual media investment through agencies Mindshare, MediaCom, Wavemaker, Essence, and m/SIX, as well as the outcomes-driven programmatic audience company, Xaxis. GroupM’s portfolio includes Data & Technology (Choreograph), Investment, and Services, all united in the vision to shape the next era of media where advertising works better for people. By leveraging all the benefits of scale, the company innovates, differentiates, and generates sustained value for our clients wherever they do business. Discover more about GroupM at www.groupm.com.
About Hogarth Worldwide
Hogarth are world leaders in creative production. We create and produce advertising and marketing content on a global scale, working with clients and partners to develop tailored solutions that deliver the best work in the smartest way. Hogarth is part of WPP. www.hogarthww.com
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