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WFA Annual Report 2013

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World Federation of Advertisers (WFA)
World Federation of Advertisers (WFA)
MarketingEmpresarialesNoticias y política
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Annual Report 2013
President’s Vision................................................................................2-3 Message from the Managing Director..................................................4-5 Executive Committee...........................................................................6-9 Peer-to-peer Groups IMCForum.................................................................................10-11 MediaForum..............................................................................12-13 DigitalForum .............................................................................14-15 SourcingForum .........................................................................16-17 Responsible Advertising and Children Programme.....................18-19 European Action Group ............................................................20-21 Alcohol marketing..........................................................................22 National Associations Council ........................................................23 WFA Events 2013 Global Marketer Week, Brussels ...............................................24-25 Global Advertising Summit, New York City ................................26-27 Latin America Regional Meeting, Buenos Aires .........................28-29 WFA Staff ........................................................................................30-31 Trends and Forecasts Global Digital Media Trends.......................................................32-35 Ad Outlook and Data.................................................................36-41 Financial Statement..............................................................................42 Auditor’s Report...................................................................................43
2 President’s Vision “The more I experience this bird’s eye view of the world and of how it is changing, the more I believe it benefits me as a marketer and the longer term health of the brands I represent.”
3 As I reflect on one year as WFA President, I can say that the experience has been both an honour and one I have thoroughly enjoyed and benefited from. WFA offers a unique industry vantage point. Being able to briefly step back from my day job of managing a large portfolio of brands and to observe some of the more general issues that the industry is facing and how others approach their challenges can be both personally and professionally rewarding. Ihaveexperiencedfirst-handhowWFAisatthecoalfaceofbigpoliticaldebatesaboutmarketingregulation, whether in the field of food or alcohol marketing or data collection and privacy. The organisation is a truly progressive voice in delivering cutting-edge self-regulatory solutions to some of society’s big challenges. I also witness the invaluable support offered to marketers on the basis of collective insight. There is no doubt that companies plugged into the WFA network benefit enormously from being able to access better knowledge and more effective solutions to their everyday challenges. But what I find perhaps most fascinating is experiencing where the marketing, public affairs and regulatory worlds converge. At this intersection, I get to understand how my micro challenges fit into a much broader macro picture. The more I experience this bird’s eye view of the world and of how it is changing, the more I believe it benefits me as a marketer and the longer term health of the brands I represent. As part of the WFA’s Project Reconnect (www.project-reconnect.org), I have found myself talking to politicians and regulators, industry thought-leaders and even teenagers in the European Parliament about their concerns and experiences in relation to brand marketing. Different voices offer new and interesting perspectives. They offer invaluable insights into how they as individuals and as representatives of broader constituent groups believe different brands can fit into people’s lives and into society as a whole; at what times, places and under what circumstances is it both legitimate and enriching for different brands to be present. They help me see how people’s aspirations and habits are changing in ways that require brand marketing to adapt. They offer unique insights into what it increasingly means to be a marketer in the modern world. This is a unique competitive advantage that the WFA offers to both the individuals and the organisations in its membership. It is an asset made in large part possible by the truly global and uniquely varied nature of its members. I am proud to be President of such an organisation and I greatly look forward to continuing to serve its members through 2014. Martin Riley WFA President CMO Pernod Ricard
4 Message from the Managing Director “As the global economic outlook starts to brighten, I believe the WFA prospects also look good as we enter our seventh decade.”
5 Thank you for continued support. In 2013, we hope the WFA’s growth in membership services has helped your organization grow too. We are bringing our members together to share their unique experiences and insights more than ever before. Working groups came together over eighty times in 2013 and, with the launch in 2014 of a new group, the InsightsForum, this number is set to rise further. Between meetings, information requests and benchmarks rose by almost twenty percent compared to 2012. I take this as further recognition of the value that members derive from accessing both our in-house expertise and the knowledge of the WFA network. This is compounded by the addition of ten new corporate members, increasing our membership to over seventy of the world’s top brand owners and fifty-five national associations representing sixty of the world’s biggest ad markets. As the membership has grown, so too has the WFA staff to respond to our fast increasing workload. In Brussels, we have expanded our team on both the marketing and public affairs sides while we have also recruited on the marketing side in Singapore. All our new recruits come with digital expertise, such is membership demand. And it would be amiss not to mention that the WFA turned sixty years young in 2013. The Global Marketer Week was held in our hometown of Brussels, where over five hundred joined us in what proved to be a fitting celebration of the organisation’s ‘diamond jubilee.’ As the global economic outlook starts to brighten, I believe the WFA prospects also look good as we enter our seventh decade. And as WFA grows, we increase our capacity to help your organisation grow too. Stephan Loerke, WFA Managing Director
6 Martin Riley Chief Marketing Officer Pernod Ricard WFA President Stephan Loerke WFA Managing Director Stephen Kehoe Head of Global Financial Inclusion & Regional Corporate Relations VISA Worldwide WFA Deputy President Gérard Noël Vice-Président Directeur General UDA, France WFA Treasurer Executive Committee WFA Officers
7 Sergey Glushkov President RAA, Russia Regional VP C&E Europe Bob Liodice President & CEO ANA, USA Regional VP North America Mario Davis President ANDA, Chile Regional VP Latin America Rahul Welde VP-Media, Asia, Africa, Middle East & Turkey Unilever Regional VP Asia-Pacific WFA Regional Vice-Presidents
8 Frank Abenante Vice-President Brands & Innovation Anheuser-Busch InBev Khoso Baluch Senior Vice-President & Chief Marketing Officer UCB Gary Cunningham Vice-President External Relations Western Europe Procter & Gamble Salvatore Gabola Director Public Affairs Europe The Coca-Cola Company Marc Mathieu Senior Vice-President Marketing Unilever Mary Catherine Toker Vice-President Government Relations General Mills Pierre Woreczek Senior VP Chief Brand and Strategy Officer Europe McDonald’s Loïc Armand Senior Vice-President External Affairs L’Oréal Alessandro Cagli EU Affairs Director Ferrero Sarah Delea Director External Affairs - Health & Wellness Mondelēz International Johan Jervoe Sales and Marketing VP Director of Creative Services Intel Corporation Matthias Berninger Global Head of Public Policy Mars Claudia Willvonseder Global Marketing Manager Ikea WFA Corporate Member Representatives
9 Hans Merkle Malcolm Earnshaw CBE WFA National Association Representatives Roger Harlacher President ASA Switzerland Mounir Jazouli Vice-President GAM Morocco Jan Morten CEO ANFO Norway Ahmet Pura President TAA Turkey Joachim Schütz CEO OWM Germany Hou Yunchun President CANA China Mike Hughes Director General ISBA UK Ron Lund President and CEO ACA Canada Bharat Patel Chairman ISA India Rafael Sampaio Executive Vice-President ABA Brazil Chris Van Roey CEO UBA Belgium Presidents Emeriti
10 Attendees 2013 Gabriela Aguilera, LEGO Traci Alford, Shell Susanne Arfelt, Unilever Monica Arguelles, American Express Margaret Au Yong, MAA (Malaysia) Bernardo Ayala, Ilusión Stephanie Bell, L’Oréal Noelle Beristain, Cuervo Diana Bonilla, Procter & Gamble Diego Bracamontes, The Coca-Cola Company Valerie Brass, Bacardi Dan Burdett, Mars Juan Carlos Canales, Cuervo Jacqueline Cheong, Motorola Ning Ling Chien, Bacardi Mariann Coleman, Intel Guillaume Conteville, MasterCard Navaneeta Das, Johnson & Johnson Flaubert Dávila, Mattel Sameer Desai, Mundipharma Alexandra Dimiziani, The Coca-Cola Company Lotta Edstrom, Novartis David Ellison, ISBA (UK) Kester Fielding, Diageo Michelle Froah, Kimberly-Clark Ludwig Gamboa, Pernod-Ricard Cecilia Gan, Mundipharma Chiradeep Gupta, Unilever Lisa Halim, SAP Edy Heng, SAP Enzu Jeon, Johnson & Johnson Cécile Jolly, McDonald’s Khoo Kar Khoon, MAA (Malaysia) Jaswinder Kaur, Novartis Vishwas Kohli, Visa Geraldine Kor, Nokia Michel Lambert, P&G Gary Lim, Johnson & Johnson Shaw Lim Wun, Nokia Celia Lines, Intel Elisa Martínez Morales, Intel Elvira Martinez Velazquez, Luxottica Ellen Marzell, Nokia Javier Medrano, Grupo Bimbo Ajay Mohan, Intel Diana Moran, Boehringer Ingelheim Debbie Morrison, ISBA (UK) Hugo Oliveros, Daimler Myriam Perez, COMEX Ricardo Perez, Grupo Bimbo Anna Pradzynska, LEGO Penny Quek, HSBC Ulises Ramirez, The Coca-Cola Company Jose Ramón Franch, Grupo Bimbo Henrik Resurreccion, Bacardi Jacobo Romano, Ilusión Jaime Ruiz, Grupo Bimbo Geoff Seeley, Unilever Miah Sullivan, Luxottica Ernest Tan, GSK Charline Tan, Unilever Evelyn Tang, Motorola Lily Tay, SAA (Singapore) Margot Torres, PANA (Philippines) Jose Villarreal, McDonald’s Jamshed Wadia, Intel Sally-Anne Weekes, LEGO Tiow Wei-Yeong, Diageo Fiona West, Brown-Forman Carole White, Mondelez Dominique Williams, Nokia Jo Wisbey, BP Patrick Woods, ISBA (UK) Christopher Yeo, HSBC Michelle Yeo, LEGO Dawn Zhao, Philips Lighting Peer-to-peerGROUPS
IMCForum Integrated Marketing Communications In a survey WFA conducted at the beginning of the year, eighty percent of advertisers and ninety-three percent of agencies identified IMC as a top priority and agree that a new and/or different approach to connecting with consumers is needed. WFA’s IMCFORUM is a pioneering group for marketers to address the challenges related to aligning their organisations behind an integrated approach and effectively breaking down barriers to change. The group has been increasingly successful since its launch in Europe in 2009 but in 2013 it saw its impact move to a new level. Under the leadership of Geoff Seeley from Unilever (appointed Chairman in 2012), the IMCFORUM in Londondeliveredsignificantaddedvaluetoparticipants and meeting ratings grew accordingly. Meetings now consistently attract a core group of senior marketers and in London, the group was joined by some stellar guest speakers, including The Customer Framework on ‘how to get to grips with big data’ and The Audience on ‘Real-time marketing: not about always on’. A first for the IMCFORUM was a panel of handpicked agency leaders who were invited to discuss client- agency collaboration. This session turned out to be very rich in learning for both the panellists and participants. 2013 also witnessed the IMCFORUM’s successful geographical expansion into Asia-Pacific and Latin America. Gary Lim from Johnson & Johnson was appointed chairman of the APAC group and has been instrumental in building the presence of the IMCFORUM in the region. Two meetings were organised in Singapore and tackled core IMC challenges as well as more complex topics, such as understanding ROI from integrated marketing. Our inaugural meeting in Mexico was chaired by Javier Medrano, head of marketing at Grupo Bimbo. The feedback from the IMCFORUM in both regions was very positive, demonstrating how the regional marketers’ appetite for such peer-to-peer exchanges reflects that of their global counterparts. At industry level, three WFA members from our IMCFORUM made an exceptional contribution to the Festival of Media Global, exploring perceptions of the state of IMC in their organisation and in the wider industry. This panel session was backed up by the results of a survey WFA conducted in collaboration with the Festival of Media, in which 132 senior marketers took part (marketers, agency and media owners). On the same day, WFA released an infographic on IMC gaps, which has received over 12.5k views on WFA’s Slideshare page and generated a significant amount of trade press coverage. Peer-to-peerGROUPS 11
12 Attendees 2013 Jason Adamski, Groupe Ferrero Lina Akgul, American Express Venkat Balasubramanian, Unilever Sebastien Bardin, Shell Didier Beauclair, UDA (France) Robert Bennemeer, Heineken Steven Berger, Combe Birgit Blomberg, FrieslandCampina Victoria Brom, Liberty Global Kate Brown, IKEA Vincenzo Brugaletta, LUXOTTICA Alyssa Buetikofer, McDonald’s Corporation Stefan Burgass, Müller Mark Butterfield, Boehringer Ingelheim Glyn Butterworth, Barclays Americo Campos Silva, Shell Katy Cheng, Kimberly-Clark Zvi Cole, Beiersdorf Guillaume Conteville, MasterCard Worldwide Daniela Cordua, IKEA Andrew Coulter, Unilever Gerry D’Angelo, Mondelez International Richard Davies, RB Plc. Kirsten Daylies, Microsoft Corporation Paola De Benedetti, Indesit Caroline Devys, LEGO Danny Duan, Hershey Company Lotta Edstrom, Novartis International Susan Eisenreich, Hershey Company Harold Fernandes, Colgate-Palmolive Ltd Katherine Freeley, Colgate-Palmolive Ltd Vincent Frezzo, Coty Ian Gallois, Mars David George, Mercedes Benz Tom Gill, Heineken Marni Gordon, ANA (US) Géraldine Grümmer, Orange-FT Group Heidi Halmen, Intel Chris Howett, Visa Ian Hutchinson Ben Jankowski, MasterCard Worldwide Magdalena Jelinkova, Müller Ivan Jennings, Colgate-Palmolive Ltd Martin King, Kellogg Sascha Knöpfel, Beiersdorf Shalini Koshal, Unilever Jacques Lehodey, Cereal Partners Worldwide Moises Leiferman, Hershey Company Susanna Leshu, COFCO Xiao Li, CANA (China) Lily R Li, Diageo Sophie Li, IKEA Kate-Sh Li, Unilever Beatrice Lindvall, Johnson & Johnson Sunny Liu, Nestlé Oliver Lonicer, SABMiller Gerhard Louw, Deutsche Telekom AG Javier Lu, Daimler Sandy Ma, Nestlé Conor MacLoughlin, Mondelez International Aitor Magrach, Johnson & Johnson Ellen Marzell, Nokia Nadine McHugh, Colgate-Palmolive Ltd Colleen Milway, JP Morgan Chase Oscar Mousinho, Kimberly-Clark John Pain, BP plc Luc Poniewiera, Groupe Ferrero Michael Pues-Tillkamp, adidas AG Jacqueline Rams, Mars Bob Reaume, ACA (Canada) Elwyn Remos, Microsoft Corporation Frank Ren, Bacardi-Martini Ltd Nina Resch, Beiersdorf Lisa Richert, The Coca-Cola Company Scott Russell, Microsoft Corporation Johannes Seidl, RedBull Cindy Shen, Bayer Daniel Simon, Daimler Tony Squires, Tesco Peer-to-peerGROUPS Heather Strudley, Microsoft Corporation David Sun, Intel Sergiusz Szacki, Colgate-Palmolive Ltd Anne Van Merkensteijn, Procter & Gamble Sal Vitale, Johnson & Johnson Alberto Vivaldelli, UPA (Italy) Sarah Wang, Daimler Feona Wang, Nokia Anne Wilson, LEGO Simon Woodward, Nokia Bob Wootton, ISBA (UK) Liz Workman, Unilever Yoko Wu, Intel Lucy Xue, Anheuser-Busch InBev Edison Yan, Mondelez International Leon Yang, Shell Michelle Yang, The Coca-Cola Company Raymond Ye, Mattel Shelly Yu, Bacardi-Martini Ltd Helen Yu, Johnson & Johnson Els Zeeuwen, FrieslandCampina Rasheed Zhao, Mondelez International Wendy Zhao, Shell May Zheng, Hershey Company Linda Zhu, Bayer Brillian Zhuo, Yum! Brands, Inc.
13MediaForum The headline figure for global media spend growth in 2013 was a respectable +3% year-on-year according to most sources. But within this there are winners and losers and a clear winner is digital media which continues on its relentless upward trajectory. Part of the growth can be attributed to the explosion in programmatic buying. Programmatic presents considerable opportunities for advertisers but WFA peer research conducted in May uncovered significant transparency issues. Eighty-three per cent of respondents felt that programmatic is less transparent than the ‘traditional’ way of trading and, for this reason, we featured the topic in two meetings in 2013, and will focus on it again in 2014. The changing face of the industry prompted the MEDIAFORUM to question what the future of media agencies might look like and, in our New York meeting, we featured our first panel session involving three agency bosses to debate the issue. Perhaps unsurprisingly, all on the panel were in agreement that clients contribute to many of the problems prevalent in the industry today. In 2013, the MEDIAFORUM met for the first time in China where a record attendance reflected the local appetite for peer-to-peer learning. An external presentation from the China Media Consulting Group put a magnifying glass up to the level of complexity in the regional media market and gave insight into how advertisers can best protect themselves. Also focused on safeguarding advertisers’ interests, the WFA Advice on Obtaining Transparency was published earlier in the year, with the intention of identifying the various ways in which agencies derive income based on clientexpenditure.Withitschecklistof21itemsforclients to add to contracts, the document has been extremely well received and translated into multiple languages. Other areas tackled in meetings and in research papers in 2013 include innovation, effectiveness, pitching, media auditing, online video and also more reflective subject matter, such as what the future holds for the client-side media manager and how to be a more effective client. The MEDIAFORUM has enjoyed strong growth in 2013 and an upward trend in feedback scores. The two new co-chairs, Tom Gill from Heineken and Ben Jankowski from MasterCard, on either side of the Atlantic, have been instrumental in refreshing the agenda and the approach for the group. We have a number of new initiatives planned in 2014 and with the inclusion of a meeting in India, we look forward to growing the geographical footprint further and delivering insight and support to an ever growing community of media professionals. Peer-to-peerGROUPS
14 Attendees 2013 Lennart Boorsma, Heineken Stefan Burgass, Müller Eric Caen, McDonald’s Siobhan Crowe, RB Kirsten Daylies, Microsoft Paola DeBenedetti, Indesit Caroline Deichmann-Bendixen, Arla Foods Guillaume Du Gardier, Groupe Ferrero Tobias Eidem, SA, Sweden David Ellison, ISBA, UK Peter Espersen, LEGO Jonny Freeman, BP Ian Gallois, Mars Laurent Geffroy, Orange Géraldine Grümmer, Orange Hans Helbig, RB Andrew Kent, Nokia Alina Khachatourian, Shell Jonathan Lewis-Jones, Nokia Lydie Loctura, Chanel Gerhard Louw, Deutsche Telekom AG Jasmin Luebbe, Beiersdorf Martin Majlund, Carlsberg Christian Meyer, Müller Cate Moore, Diageo Jeremie Moritz, Pernod Ricard Sara Norberg, Heineken Kerri Petherick, McDonald’s Matthew Pritchard, Novartis Greg Prodromides, LVMH Annerose Rathjen, Mars Anne-Emmanuelle Rebordao, McDonald’s Samuel Rueff, Procter & Gamble Scott Russell, Microsoft Olaf Schmitz, Daimler Nigel Sheldon, Barclays Nick Stewart, Bacardi-Martini Jef Vandecruys, A-B InBev Mercedes Vidal Lobato, IKEA Claudie Voland-Rivet, UDA, France Sally-Anne Weekes, LEGO Bob Wootton, ISBA, UK Peer-to-peerGROUPS
15DigitalForum Recent reports indicate that global digital ad spend reached US$95 billion in 2013 and will further rise by fourteen percent in 2014. The breakneck pace of digital growth has reinforced the need for digital specialists, who are tasked with leading digital marketing efforts within their organisations whilst, at the same time, developing their organisations’ digital capabilities. While the efficacy of digital media is no longer in question, budgets are being heavily scrutinised as the need for accountability rises. Understandably, subjects such as ROI, performance and measurement, and digital mediaefficiencywereprioritisedbytheDIGITALFORUM. The group tackled these and other issues through peer- to-peer working groups and other knowledge-sharing opportunities in 2013. ThreemeetingshostedbyUnilever,OrangeandHeineken, focused on establishing effective digital measurement, resourcing, innovation, agency management, social media, mobile and search marketing. Adobe, iProspect, The Digital Consultancy and MOFILM were among some of the guest speakers who helped provide stimulus for these discussions. In between meetings, levels of engagement remained strong as members benefited from peer- to-peer research – some run in conjunction with the MEDIAFORUM and IMCFORUM - covering big data, search, mobile, programmatic buying and ad viewability and verification. WFA’s public affairs team also shared with the group the latest regulatory developments pertaining to the Data Protection Framework across various key global markets, as well as the industry’s self-regulatory response to online behavioural advertising (OBA). The briefing provided members with a unique global perspective of the challenges posed by the regulatory changes as well as the potential impact this could have on their marketing effectiveness. At the start of the year, WFA took the DIGITALFORUM on atourofTechCity,anareabasedaroundLondon’sSilicon Roundabout where 1,340 diverse technology and media start-ups are clustered together. WFA members were able to observe how small specialist agencies team-up using co-working spaces to answer larger corporate briefs. The event was highly rated by members, who enjoyed seeing how some multinationals are working in new innovative ways with a community of start-ups. Altogether, participation and feedback remained high with both new and existing members benefiting from up to 25% more knowledge exchange than the previous year. The challenge for this group going forward is to ensure that digital is further integrated into the marketing mix and that the digital marketing capabilities of their respective organisations improve year-on-year. In response to member demand and a growing network of digital specialists in the region, the group will be holdingitsfirstAsia-Pacificmeetingin2014inSingapore. Peer-to-peerGROUPS
16 Attendees 2013 Joost Aarts, Heineken Carl Andreasson, IKEA MaryAnn Brennan, Mattel Inc. Tigran Avakian, Mattel Inc. Mike Bell, Anheuser-Busch InBev Myriam Benichou, L’Oréal Sophie Bertran, Henkel AG & Co. KGaA Luis-Carlos Cabo, Unilever Christopher Calabretta, Johnson & Johnson Philip Caune, Daimler Annette Cerami, Beam Inc. Aimee Chai, Johnson & Johnson Benson Cheng, Anheuser-Busch InBev David Cheng, IKEA Mike Connett, Intel Corporation Kathryn Derbyshire, Bacardi-Martini Almut Dietz, Boehringer Ingelheim GmbH Danielle DiPietra, Johnson & Johnson Michael Döll, Boehringer Ingelheim GmbH David Donnelly, Hershey Company Sheila Dowd, PepsiCo Stephane Drochon, The Coca-Cola Company Bill Duggan, Association of National Advertisers Susan Eisenreich, Hershey Company Yang Fan, Diageo Harold Fernandes, Colgate-Palmolive Adam Hillyer, Bacardi-Martini Thomas Holzapfel, DeutscheTelekom AG Bill Hu, adidas AG Mark Hudson, BP Ellen Jameson, Pfizer Global Pharmaceuticals Gina Knox, Philips General Purchasing Dorien Koolen, Philips General Purchasing Ksenia Kulakova, PepsiCo Lily R Li, Diageo Sophie Li, IKEA Kate-Sh Li, Unilever Nicola Lionetti, LUXOTTICA Sunny Liu, Nestlé Sandy Ma, Nestlé Giuseppe Mascarella, adidas AG Jo Mastroserio, MasterCard Worldwide Josh McNally, MasterCard Worldwide Mark Milne, BP András Mohos, SABMiller plc Adrian Moretti, LUXOTTICA Debbie Morrison, Incorporated Society of British Advertisers Orchidée Nolasco, Orange Carlo Panigati, LUXOTTICA Michael Pues-Tillkamp, adidas AG Caroline Qiu, GSK Bawana Radhakrishnan, Colgate-Palmolive Renaud Reau, Danone Eva Reithmayr, Kraft Foods Frank Ren, Bacardi-Martini Christiane Rettig, Boehringer Ingelheim GmbH Emilie Riviere, Nestlé Nicole Ross, Unilever Suzanne Sun, Intel Dominic Salmon, Colgate-Palmolive Philipp Schuster, adidas AG Beate Selzer, Bayer Healthcare Peer-to-peerGROUPS Nihal Senil, Johnson & Johnson Sopan Shah, Nestlé Tammy Shaw-Rodano, Unilever Paul Smith, SABMiller Mathias Söderberg, IKEA Prateek Sood, PepsiCo Diana Starbanov, Carlsberg Breweries Stuart Sueltman, Johnson & Johnson Sergiusz Szacki, Colgate-Palmolive Sophie Tinant, MasterCard Worldwide Isabelle Vanleeuw, MasterCard Worldwide Corinne Verdier, Orange-FT Group Sal Vitale, Johnson & Johnson Ji Wang, GSK Feona Wang, Nokia Patrik Winiger, Carlsberg Breweries Patrick Woods, Incorporated Society of British Advertisers Lucy Xue, Anheuser-Busch InBev Shelly Yu, Bacardi-Martini Lily R Yu, Microsoft Kathy Zhao, SCJ Wendy Zhao, Shell Jorsia Zhou, adidas AG Grace Zhou, Mondelez Tracy Zhu, Mondelez Lucy Zhuang, Intel
17 SOURCINGFORUM Marketing departments have been in existence for well over eighty years while the profession itself goes back to before paintings of produce appeared on the walls of the Agora in Rome. Finance departments date back to long before when even stocks and shares were traded publicly. But according to a recent survey of sixty-three WFA members, marketing sourcing has been around on average for only five and a half years. The implications of this are clear to agencies who work with multiple clients and see different levels of maturity across procurement teams. Undoubtedly some marketing sourcing departments have a commercial imperative to disproportionately focus on making savings and this can have a detrimental impact on the relationship that the client has with its agency. Best-in-class sourcing teams in WFA’s membership display certain characteristics that others would do well to emulate. They are often embedded within marketing to the point that they are closely aligned on metrics for success. This helps both functions start the right conversations and work towards the same goals. This also requires the setting of procurement targets with a significant non-savings component which, even in some cases, include brand development goals. More than half of the most advanced sourcing teams in WFA’s membership employ staff with a background which includes at least five years in marketing. The global financial crisis has quickened the uptake of marketing procurement as a discipline. But while more marketing teams may have turned to procurement to help them get more for their marketing spend, it means the focus of the conversation is cash, rather than value. How can procurement set itself up so that when the financial onus is reduced, marketing still uses procurement partners as a go-to resource? Our research suggests two factors will determine this. The first is the extent to which different stakeholders are prepared to get marketing sourcing involved in those business processes where it was previously not involved. The second is ensuring procurement has the capabilities, knowledge expertise (and diplomatic skills!) to succeed. If a business considers both of these, then marketing sourcing is well placed to mature into a function that will continue to have a strategic role within the development and management of marketing communications. WFA’s SOURCINGFORUM is the largest global network of its kind and now comprises over five hundred global marketing sourcing directors meeting on three continents. Its mission is to help marketing procurement make progress in four main areas: the relationship it has with marketing, finance and other procurement functions; the image it has within the industry; the categories of marketing spend that it manages and, lastly, the way it oversees the selection, management, remuneration, and performance assessment of agencies. Through focusing on these issues and our members’ core priorities of agency remuneration, cost transparency and communicating procurement value to stakeholders, we aim to help sourcing teams position and sell their services internally and ensure that members working in this nascent discipline are best placed to deliver maximum value to their businesses. Peer-to-peerGROUPS
18 Attendees 2013 Paul Jackson, Mars (co-chair) Astrid Williams, PepsiCo (co-chair) Annabel Archer, Turner Broadcasting Marina Badlishah, Nestlé Jürgen Bänsch, ISFE Ian Barber, Advertising Association, UK Daniela Beaujean, VPRT Jan Bijloo, FrieslandCampina Talma Biro, IMA, Israel Marie Blanchard, Cosmetics Europe Fiona Blinzer, ESA Laura Boulet, UDA, France Paul Boykas, PepsiCo Niklas Briselius, SA, Sweden Adam Bryan Brown, Mondelez Katie Carson, Kellogg Dieter Carstensen, Lego Paco Casa, Grupo Bimbo Alessandro Cagli, Ferrero Simone Ceruti, Danone Eugenia Choi, GSK Sharolyn Choy, The Coca-Cola Company David Coleman, McDonald‘s Chiara Di Stefano, Ferrero Barry Dooley, AAI, Ireland Jeanette Drielsma, GSK Cécile Duprez-Naudy, Nestlé Sebastian Emig, ESA Rachel Finnegan, TIE Peer-to-peerGROUPS Loic Forgeois, Mattel Gonçalo Granado, Nestlé Brigitte Gwyn, Kellogg Maryke Hanneman, ENPC Stefan Haenen, EPC David Hartz, LEGO Maxim Hauk, ACT Dionne Heijnen, Mondelez Janis Herzig, PepsiCo Campbell Hodgetts, Unilever Kristin Hughes, Hasbro Sadaf Hussain, egta Enrico Iacovizzi, EMMA Benjamin Inwood, Advertising Association Mounir Jazouli, GAM, Morocco Khoo Kar Khoon, Nestle Amandine Labé, EMMA Julien Lafleur, Landmark Europe Yann Le Tallec, Mattel Jacques Lehodey, CPW Giulia Marcone, egta Lita Mardjuni, Nestlé Agnès Martin, Danone Scott McClellan, AANA, Australia Ed McDonald, AAI, Ireland Carla Michelotti, Leo Burnett Guilherme Monteiro Ferreira, GSK Nicholas Moschakis, EPC Susanne Mosmans, Mars Elke Nussbaum, VPRT Chiara Odelli, EASA Julie Paquay, Landmark Andrea Parola, EU Strategy Phoon Shi Fun, SAA Singapore Joanna Price, The Coca-Cola Company Christiaan Prins, Unilever Géraldine Proust, FEDMA Tamara Ramach, EACA Jane Reid, TSD Communications Digna Santos, PANA, Philippines Angela Shepherd, Mondelez Yves Schwarzbart, AIG Europe Anja Siegemund, Markenverbrand, Alexandra Simon, EACA Mitchell Simmons, Viacom Ioana Sirbu, EACA Vincent Sneed, AER Lily Tay, SAA Singapore Elizabeth Thomas-Raynaud, ICC Mary Catherine Toker, General Mills Truong Van Toan, Friesland Campina Ian Twinn, ISBA Vincent Vandepitte, P&G Catherine Van Reeth, TIE Wouter Vermeulen, The Coca-Cola Company Emma Wilson, Mattel Maria Xipsiti, FoodDrinkEurope Konnie Zhu, Ferrero
19 RACProgramme Responsible Advertising and Children Spotlight on food marketing Driven by the World Health Organisation, policy-mak- ers worldwide are exploring regulation in the field of food marketing to children. While some regulators continue to back industry self-regulatory efforts, no- tably in Europe and North America, there has been a spate of heavy-handed efforts to legislate, particularly in Latin America and Asia-Pacific. 2014 promises much if the 2013 developments in Chile, Peru, Mexico and Taiwan are anything to go by. The food industry is under pressure to step up its self-regulatory efforts on marketing to children glob- ally and ensure a comprehensive implementation of its commitments locally if it is to persuade policy-makers that self-regulation really can help achieve govern- ment policy objectives. Broader ethical considerations Far from being a distraction, the debate around food marketing has increased scrutiny of marketing to chil- dren on broader ethical grounds. The catalyst has been digital: children’s immersion in digital media and the way they interact with brands online have prompted concerns amongst parents and regulators. Are children exposed to inappropriate brand commu- nications? Is their privacy being adequately protected? More generally, does ultra-connectivity in today’s con- temporary culture negatively impact children’s social, emotional and cognitive development? By reaching out to parents, regulators and other stake- holders, Project Reconnect (www.project-reconnect. com) seeks to better understand these concerns and how brands might look to respond. Many of these ques- tions are too big for brand owners to answer alone but how society and governments choose to address these challenges will fundamentally impact the environment in which brands operate in the future. Due to be launched in early 2014, RAC is developing The Marketing to Children Roadtest. This online tool is designed to expose marketers to some of the more contentious brand behaviours as well the learnings from policy debates (and Project Reconnect discus- sions) so that they might apply them to their own brand marketing strategies. Media literacy In today’s fast-changing, ultra-connected digital en- vironment, one thing we all agree on is that children need the skills to deconstruct commercial messages from an early age. RAC has been driving the roll-out of media literacy pro- grammes, like Media Smart, for over a decade. Over four million children have been taught with the materi- als in Europe and 2013 witnessed the launch of Media Smart in Mexico. Brands with intrinsic appeal to children, perhaps more than any other, must be acutely aware of changing so- cietal sensitivities which can provoke regulatory inter- vention. Many are also conscious that the provision of effective media literacy programmes is critical to their longer term ability to appeal to children. Peer-to-peerGROUPS
20 Attendees 2013 Monika Agocs, SAB Miller Marta Baffigo, Kellogg Florian Banciu, L’Oreal Dave Baron, EASA Csaba Batyi, Diageo Jens Baumann, Nestlé Andres Bellmont Roldan, L’Oréal Laura Boulet, UDA, France Paul Boykas, PepsiCo Niklas Briselius, SA, Sweden Adam Bryan Brown, Mondelez Simone Ceruti, Danone David Coleman, McDonald’s Sarah Cuvellier, LVMH Chiara Di Stefano, Ferrero Tobias Eidem, SA, Sweden Loic Forgeois, Mattel Gonçalo Granado, Nestlé Oliver Gray, EASA David Hartz, LEGO Dionne Heijen, Mondelez André Hémard, Pernod Ricard Karolina Herbout, L’Oréal Yann Le Tallec, Mattel Sanziana Marcu-Lapadat, GSK Adrian Martinez Pacin, Intel Ed McDonald, AAI, Ireland Robert McGruer, LVMH Guilherme Monteiro Ferreira, GSK Susanne Mosmans, Mars Christiaan Prins, Unilever Sandrine Ricard, Pernod Ricard Angela Shepherd, Mondelez Mitchell Simmons, Viacom Kieran Simpson, Heineken Ian Twinn, ISBA, UK Olivier Van Horenbeek, AB InBev Vincent Vandepitte, P&G Astrid Williams, PepsiCo Peer-to-peerGROUPS
21 European action group Digital Society increasingly interacts and interprets the world today through a digital lens. For the first time in 2013 consumer time spent with digital media was expect- ed to have surpassed TV viewing time. And it is this heightened interaction between individuals and the digital world which continues to drive important Euro- pean and global policy considerations. The dominant digital concern for governments, media, broad sections of society and ultimately industry is the topic of data privacy. In Europe the central piece of legislation looking at the protection of individual’s data remains the proposed Data Protection Regulation. As this relates to the processing of all ‘personal data’, ac- cording to the broadest interpretation of the term, the potential implications for marketers are substantial. This factor, combined with the potential ripple effect which this dossier could have upon those countries around the world looking to strengthen or implement similar legislation, made this the primary topic for the EAG throughout 2013. WFA continues to assert its belief in the importance of ensuring proportionality, by adopting a risk-based ap- proach to data protection. That means where the pro- cessing of truly sensitive data takes place it is appropri- ate to have strong requirements to ensure meaningful consent has been granted. However where data is less sensitive and cannot, on its own, be used to identify the user a lighter form of consent or alternate legal basis for processing of data should be considered. Re- quiring the same level of consent for data used to re- call the product in your e-basket as for data detailing someone’s address or political beliefs would result in a substantial disruption to the online user experience and would almost certainly hold back the growth of the digital economy. Self-regulation Another critical theme for the EAG in 2013 was that of self- or co-regulation and the potential for this to address the complex and global challenges which lie ahead for the marketing industry. In an age where today’s challenges and opportunities emerge and traverse the globe at a rapid speed, ques- tions are being asked as to whether traditional, stand- alone legislation is the most effective remedy. Self-regu- lation has a prominent role to play in future policy-mak- ing however it is incumbent upon the industry to prove the legitimacy and effectiveness of such a policy tool; not just to regulators but also to consumers. Online Behavioural Advertising The self-regulatory programme for online behavioural advertising (OBA) continues to prove both its effective- ness and legitimacy in the eyes of all its stakeholders. At the European Commission-led OBA roundtable in November 2013, the framework’s progress across a number of areas was presented and strongly wel- comed by the European Commission. Through this self-regulatory initiative, consumer choice is effectively being championed in a dynamic, accountable and or- ganic way and the programmes upcoming extension to mobile will continue to prove its relevance and reactiv- ity to technological developments. As brands delve more deeply into the opportunities cre- ated by ‘big data’, exploring new terrains, higher levels of integration, enhanced use of user content and more sophisticatedtargetingtechniques,newtensionswillcon- tinue to arise. It will be critical that industry proactively seeks to self-regulate in order to ensure that these ten- sions can be effectively managed,avoided where possible or properly resolved should they escalate. Peer-to-peerGROUPS
22 Alcohol marketing Regulatory pressure from national govern- ments to restrict alcohol advertising has been rising globally. Driven by the percep- tion that alcohol marketing encourages harmful drinking habits, several countries have imposed new or strengthened existing legislative frameworks on alcohol advertis- ing in the last twelve months. In addition to national regulatory threats, the World Health Organisation and Europe- an regulators have included alcohol market- ing in their respective strategies to reduce alcohol-related harm. Against this challenging political backdrop, the world’s leading beer, wine, spirits and other alcohol beverage producers and their industry representatives have partnered with WFA to build one of the most ambitious self-regulatory systems ever undertaken by the sector. At EU level, one year after its publication, the Responsible Marketing Pact (RMP) has now reached its implementation phase. This three-tier, cross-media alcohol marketing self-regulation initiative launched by eight industry leaders, sets common standards to reduce underage access to and appeal of al- cohol marketing communications. The social media commitment aims at pre- venting minors from inadvertently seeing alcohol marketing communications on social media networks, by designing a Standard Alcohol Profile, composed of key safeguards intended to limit underage access to alcohol advertising. In order to prevent the content of alcohol ads from targeting minors, the commitment on appeal prescribes the first-ever blacklist of features primarily appealing to minors. RMP members will now refrain from using such techniques in all marketing communications. Finally, the commitment on placement sets a common adult demographic standard for alcohol beverage marketing communica- tions across all media, so as to limit under- age exposure to alcohol ads. Each of these commitments is subject to external scrutiny through independent monitoring and public reporting. At global level, WFA is collaborating with the International Center for Alcohol Poli- cies (ICAP) and the Global Alcohol Producers Group (GAPG). As a partner of their Com- mitments to Reduce Harmful Use of Alco- hol, WFA has worked to strengthen self-reg- ulation systems worldwide and is currently designing the Digital Guiding Principles, a comprehensive set of common guidelines for responsible alcohol advertising online. WFA has also actively participated in shap- ing the Draft ICC Framework for Respon- sible Marketing Communications of Alcohol, which will become the global reference for responsible alcohol marketing. Attendees 2013 Monika Agocs, SABMiller Mary Barazotto, Brown-Forman Csaba Batyi, Diageo Anders Bering, Carlsberg Katrine Bjerre Milling, Carlsberg Carol Clark, A-B InBev Stefano Fresi, Bacardi Gabor Garamszegi, SABMiller Amie Gianino, A-B InBev Rutger Goethart, Heineken André Hémard, Pernod Ricard Srna Herzog, Diageo Steve Leroy, A-B InBev Carolyn Panzer, Diageo Sandrine Ricard, Pernod Ricard Chris Searle, Bacardi Kieran Simpson, Heineken Kerry Walsh Skelly, Brown-Forman Roland Verstappen, Heineken Kristin Wolfe, SABMiller Peer-to-peerGROUPS
23 National Associations Council The National Associations Council is a global network of fifty-five national advertiser as- sociations on five continents, represent- ing sixty of the biggest ad markets around the world. The Council brings together the heads of the local organisations to share ideas, priorities and concerns on marketing and public affairs-related issues. The group is chaired by Mike Hughes from ISBA in the UK and convenes annually dur- ing WFA’s Global Marketer Week. The group exchanges ideas in the field of membership recruitment and retention in the face of a challenging economic environment and on how to improve the services they deliver their respective corporate members both in the field of marketing communications and public and regulatory affairs. In 2013, the group brought together thirty-five members in Brussels to share inspirational case studies in the area of marketing commu- nications as well as local initiatives they had driven to champion the role and value of mar- keting communications in society. The case studies presented in the field of marketing communications, included me- dia data pool benchmarking led by CAA Argentina, the UBA Marketing Academy in Belgium, ACA Canada’s Marketer’s Pulse Panel and ANDA Chile’s ‘Sustainable Mar- keting Initiative’. Local efforts to champion the role and value of advertising to consumers and so- ciety, included the ‘Finnish Ad Museum’, BVA Netherlands’ ‘24 Hours of Advertis- ing’ and SA Sweden’s Value of Advertising Campaign. Throughout the course of the year, the network’s members conducted a number of benchmarking exercises on a variety of topics, including on TV ad production costs, advertising on public broadcast channels, cost of print audience research, digital de- livery of TV advertisements and ad taxes. Media audience measurement is also top of mind with associations looking to set and reinforce measurement standards in their respective markets. Peer-to-peerGROUPS Attendees 2013 Mike Hughes, ISBA, UK (chair) Hanne Alblas, BVA, The Netherlands Sergio Azevedo, ABA, Brazil Alina Bain, AANA, Australia Fyodor Borisov, RAA, Russia Manuela Botelho, APAN, Portugal Jean Cauchefert, UDA, France João Ciaco, ABA, Brazil Mario Davis, ANDA, Chile Carlos Delgado Pereira, ANDA, Colombia Jan Morten Drange, ANFO, Norway Tobias Eidem, SA, Sweden Anders Ericson, SA, Sweden Helen Faasse, BVA, The Netherlands Tatsuo Fujikawa , JAA, Japan Ritva Hanski-Pitkäkoski, ML, Finland Hou Yunchun, CANA, China Mounir Jazouli, GAM, Morocco Jia Tao, CANA, China Barbara Krajnc, SOZ, Slovenia Ron Lund, ACA, Canada Gafar Lutian, PANA, Phillipines Isabel Matz, OWM, Germany Ed McDonald, AAI, Ireland Lindsay Mouat, ANZA, New Zealand Gérard Noël, UDA, France Bharat Patel, ISA, India Otaviano Pereira, ABA, Brazil Juan Ramón Plana Pujol, AEA, Spain Rafael Sampaio, ABA, Brazil Milena Štular, SOZ, Slovenia Hideto Takada, JAA, Japan Chris Van Roey, UBA, Belgium Anne-Sophie Vilain, UBA, Belgium Wang Shanchuan, CANA, China
24 WFA’s hometown of Brussels played host to the Global Marketer Week from March 4-8, the occasion of the organisation’s sixtieth anniversary. WFA teamed up with its local member, the Belgian Advertisers Association to put on a week of events, the showpiece of which was the Global Marketer Conference. The conference brought together over five hundred delegates from over thirty countries. Given the theme of the conference was ‘Growth’, it was fitting that the keynote was given by the European Commissioner for Trade, Karel de Gucht, who shared his thoughts and aspirations for an EU-US Free Trade Agreement, potentially the largest trade agreement in history. WFAEVENTS2013 Global Marketer Week, Brussels 1 6 2 87 The audience was then treated to insights and perspectives from a roster of Chief Marketing Officers, including Andy Fennell, Global CMO, Diageo, Kimberly Kadlec, Vice-President, Global Marketing Group, Johnson & Johnson, Miguel Patricio, Global CMO, Anheuser-Busch InBev as well as Vice Chairman of Ogilvy Group, Rory Sutherland. WFA also teamed up with Edelman to present the results of the very first Global Brand Purpose Survey. On the basis of responses from its members all around the world, the research offered insight into what brand purpose means to marketers, how that might differ across countries and regions, how it might differ from the consumers’ perception of purpose and marketers’ views on which companies were the most successful in terms of effectively marketing brand purpose. A number of satellite events were held throughout the week. The WFA/Facebook- sponsored CMO World Tour kicked off proceedings, during which Fred Colas of FullSix recounted his experiences of conducting in-depth filmed interviews with over twenty-five CMOs from around the world on their personal views on digital and what they felt the Digital Age would mean for marketers. This year, Project Reconnect (www.project- reconnect.org), working with the research group Firefly Millward Brown, invited a
25 WFAEVENTS2013 3 4 5 11109 group of marketers, regulators and a panel of teens into the European Parliament to ask them what they liked most about brands, digital brand marketing and what they thought brand marketers could do less and more of. The session was hosted by Anna Maria Corazza Bildt MEP who was able to quiz the teens herself in view of ongoing European regulatory discussions about data collection and privacy. As with every year, WFA partnered with the magazine, Contagious, for our annual Contagious Inspiration event hosted by Google, an opportunity to look into the most cutting edge and innovative global marketing campaigns from the previous year. The week also included a series of internal WFA member peer-to-peer meetings, including the Annual General Meeting, the Executive Committee and the CMO Board, which brings together global CMOs for a half day to engage each other and hand- picked industry experts in order to address their pre-selected priority issues. Karel de Gucht Kimberly Kadlec Global Marketer Conference Miguel Patricio Contagious at Google CMO World Tour Rory Sutherland Cocktails at the Atomium Andy Fennell Gala dinner at the Egmont Place Tatsuo Fujikawa, Hideto Takada, Junie Lutian 1 3 5 2 6 7 8 9 10 11 4
26 people worldwide. In short, advertising is at the very heart of a free and open society. Reviewing case studies and initiatives driven in markets including the UK, Brazil, US and Sweden, delegates at the summit agreed on the indisputable evidence that advertising adds significant value to people’s lives but lamented that these benefits are too often passed over or neglected by regulators in public policy discussions. With this in mind, delegates at the Summit concluded that industry should be more effective at promoting a broader On Thursday 6th June, global advertising industry leaders met in New York for the 10th Global Advertising Summit. Taking a step back from ongoing policy discussions around public health and online privacy, the Summit focused on the importance of fostering a better understanding of the numerous benefits of advertising for consumers, the economy and society at large. Advertising boosts growth, innovation and competitiveness. It underpins the freedom of the media, enables consumer choice and finances an unprecedented range of online services that empower, benefit and entertain WFAEVENTS2013 Global Advertising Summit, New York City 1 32 understanding of advertising’s role and value in a bid to restore some balance to growing, often unfounded, calls for advertising restrictions. Notwithstanding the importance of honest debates about today’s major public policy challenges, advertising in and of itself is a force for good and it falls on advertisers, agencies and the media to successfully communicate this to a broader audience. Working with our partners worldwide, WFA agreed to make this a priority and on a number of concrete actions that the industry might look to undertake. 6
27 WFAEVENTS2013 Tim Lefroy Robert Liodice Anders Ericson Mike Hughes Dick O’Brien & Nancy Hill Malte Lohan 1 3 5 2 6 4 54 7
28 On May 23-24, WFA co-hosted its 10th Annual Latin America Regional Meeting together with Uruguayan Advertisers Association (CAU) in Montevideo. The forum brought together the WFA’s National Advertiser Associations from Argentina, Brazil, Chile, Colombia, Guatemala, Panama, Paraguay, Peru and Uruguay, as well as senior corporate members from companies with activities in the LATAM region, including Grupo Bimbo, Diageo, Nestlé and Ferrero. The Bolivian Advertiser Association also participated in these meetings for the very first time. Discussions covered public affairs issues related to responsible food and alcohol marketing, effective advertising self- regulation and the challenges posed by public policy discussions in relation to marketing and children. Marketing issues covered trends in digital marketing WFAEVENTS2013 Latin America Regional Meeting, Montevideo 1 7 32 98 and achieving credible media audience measurement. The meetings were chaired by the WFA Regional Vice-President for Latin America and President of the Chilean Advertisers Association (ANDA Chile), Mario Davis. 2014’s annual meeting will be hosted by the Panamanian Advertisers Association in Panama City.
29 WFAEVENTS2013 Mario Davis Norma Bueno Javier Medrano María Ofelia Elías Rodolfo León Laura Pretini Roberto Diaz Javier Hinojosa Rafael Sampaio Philip Pérez Alexsandra Machado Miguel Ángel Aranda 1 3 5 2 6 7 8 9 10 11 12 4 4 5 6 10 11 12
30 Steve Lightfoot Senior Manager Global Marketing Procurement Steve has been with WFA for seven years and manages a global group of over 450 marketing procure- ment contacts. Steve offers be- spoke consultancy to this network and is facilitating delivery of servic- es to Asia-Pacific and Latin Ameri- can based sourcing contacts. Prior to joining WFA, Steve com- pleted a research Masters in mar- keting at the University of Leeds. Originally from the UK, Steve speaks French and English. Matt Green Senior Manager Marketing Communications Matt is responsible for the deli- very of research, benchmarking and consultancy services to the WFA MEDIAFORUM and setting the agenda, for discussion and approach, to core global media is- sues. As well as providing services to brands based in Europe and North America, Matt is facilitating the expansion of the network into China and India. Matt is a British national and has had the pleasure of working for global clients as media agent with MediaCom, and as client lead with two media management consul- tancies, including Ebiquity. Robert Dreblow Marketing Communications Director Robert leads the WFA’s marketing offering. His focus includes cham- pioning member priorities at WFA and industry events, keeping mem- bers updated on key trends and overseeing peer groups for inte- grated marketing communications, media, digital marketing, sponsor- ship and marketing procurement. Prior to joining the WFA, Robert was an Associate Director at Media- Com where he spent 8 years split between London and Toronto. Will Gilroy Director of Communications Will joined the WFA in 2002. He heads up internal and external communications and leads the WFA public affairs work on food marketing and marketing and chil- dren. He also has special regional responsibilities for Latin America and Asia-Pacific. Since October 2012, he has been based in Singa- pore. Prior to joining the WFA, he worked as a press and TV journalist work- ing in France, UK and Spain for cli- ents, such as ARTE, Channel 4 and The Times, London. A British na- tional, Will is a graduate of Modern Languages from Oxford University and speaks French and Spanish. Stephan Loerke Managing Director Stephan manages the WFA secretariat, oversees all work carried out on behalf of its members and is the WFA’s principle spokesperson. He sits on all WFA public affairs and marketing committees as well as on the WFA Executive Committee and the boards of the European Advertising Standards Alliance and the Advertising Education Forum. Prior to joining WFA, Stephan worked at the United Nations in New York and later in both marketing and management roles at L’Oréal. Combining French and German nationalities, Stephan speaks French, German, English, Dutch and Spanish. Staff
31 Karine Lesuisse Office Manager Karine has been the first point of contact for all WFA members for many years. She is responsible for the back office, the everyday run- ning of the secretariat, personnel and finance issues. Theresa and Karine work in tandem for all ad- ministrative issues and support each other for meeting logistics. A Belgian national, Karine speaks English and French. Any Ung Marketing Communications Manager After five years working on the agency side, Any joined WFA’s mar- keting team in 2010. She leads the IMCFORUM, a pioneering group for global and regional marketing leaders. She is responsible for set- ting the group’s agenda, facilitating benchmarking and peer research and expanding the IMCFORUM global footprint. Her responsibili- ties also include the management of the CMOFORUM and WFA’s stra- tegic partnerships, as well as the organisation of the annual Global Marketer Week and webinars on priority marketing topics. A French national of Chinese ori- gin, Any speaks French, English, Spanish and Cambodian. Theresa Ruess Member Relations & Event Coordinator Theresa joined the WFA in Septem- ber 2010. She supports Karine in running the office and is in charge of the logistics for all WFA meet- ings and events. Theresa is also responsible for the WFA database. A German national, Theresa speaks German, Dutch, English and French. Stephanie Bouvard Marketing Director Asia-Pacific Stephanie joined the WFA in No- vember 2013 and is based in Singa- pore. Her role is to further expand the WFA presence across the APAC region by growing the network, engaging and championing global members locally and ensuring the WFA’s presence at key industry events. She has over twelve years of global marketing and media ex- perience working across the spec- trum of multi-nationals, agencies and media owners as well as APAC start-ups and entrepreneurship ventures. Of dual French and English nation- alities, she speaks English, French, German, Spanish and is learning Japanese. Susana Cohen Latin America Regional Manager Susana is a Mexican national, who studied Law at the Instituto Tec- nologico Autonomo de Mexico (ITAM). She has almost ten years of experience working in the Mexi- can government as the head at- torney for regulatory, legal and public affairs at the Mexican Con- sumer Products Association (CON- MEXICO) and as a freelance lawyer specialising in international law. Susana has responsibilities for na- tional associations and corporate members in Latin America. She is based in Mexico City but works closely with the WFA team in Brussels. She speaks English and French as well as her native Spanish. PaoladeLaBaume Public Affairs Manager After four years as a parliamentary assistant and campaign chief for a French member of the French National Assembly, Paola joined WFA’s public affairs team in 2012. She leads WFA’s advocacy work on alcohol-related issues. A French national, Paola speaks French, Italian and Spanish and graduated from Sciences Po Paris. Chris Payne Public Affairs Manager Chris joined WFA in 2013 and is responsible for leading advocacy work in relation to digital advertis- ing. He represents WFA within the European Interactive Digital Adver- tising Alliance and manages the European Action Group and the Digital Governance Exchange. Previously, he worked for a London- based public affairs consultancy, in public affairs and communications roles at CEMEX and General Elec- tric and as an adviser in both the UK and European Parliaments. Minakshi Pai Marketing Communications Manager Minakshi joined WFA’s marketing team in early 2012 and currently leads the DigitalForum as well as the National Associations Coun- cil. She works with the Digital- Forum to facilitate peer to peer exchange between members on knowledge and experiences in the field of interactive marketing. She also manages WFA’s global network of sixty National Advertiser Associa- tions on six continents. Minakshi is a Canadian national and has previously worked in Belgium, the UK and Canada. She speaks English, French, Bengali, Hindi and a smattering of Tamil.
32 MEDIATRENDS
33 Global Digital Media Trends MEDIATRENDS Toyota Meals Per Hour Toyota is renowned for its efficiency. This year, it donated that expertise to a relief agency to help deliver food parcels to the Rockaways area of New York, which was still struggling to rebuild itself eight months after Hurricane Sandy tore through the area in October 2012. The automotive company’s Meals Per Hour initiative (Contagious 36) applied the ‘kaizen’ principles of the Toyota Production System – where many small improvements are made to a process to create a much larger overall impact – to Metro Food Distribution’s system. As a result of Toyota’s intervention, the agency increased the number of parcels it could fit in each truck from 864 to 1,260 and reduced the packing time of each box from three minutes to just 11 seconds. A film detailing the process (via 360i, New York) achieved more than a million views on YouTube, with the carmaker donating one free meal for every view. This initiative is an innovative approach to philanthropy, which sees Toyota donate not funds but its own business expertise to help cash-strapped charities run more efficiently. The Toyota Production System works with 40 organisations, half of which are non-profits that receive the services for free. Heineken Ignite Products themselves can be enhanced by technology to provide better experiences or even, in the case of Heineken, become ‘part of the party’. The Dutch beer brand launched the world’s first smart beer bottle at Milan Design Week in April this year as part of its Lounge of the Future concept. Each Ignite bottle (Contagious 35) lights up when it comes into contact with another Heineken, sparks when someone takes a sip, and ‘sleeps’ when it is not being held. The bottles can also be remotely activated by specially developed software – so, for example, they could be synchronised to a beat in a nightclub. All of these functions are controlled by a circuit board, housed in the base of the bottle, which contains eight LEDs, an 8-bit microprocessor, an accelerometer and a wireless network transceiver to communicate with the outside world. The Ignite bottle was developed using Tribal DDB Amsterdam’s Spark rapid prototyping programme, run in partnership with Massive Music and Contagious’ own Insider consultancy division. Heineken tested pilot versions of the bottle in seven of its top 25 markets, and is working on Ignite 2.0 for 2014. www.heinekenignite.tumblr.com Volvo Trucks Epic Split Belgian martial artist, actor and director Jean- Claude Van Damme does the splits in between two moving trucks to promote Volvo Trucks’ new dynamic steering system. His incredible achievement has been viewed more than 52 million times on YouTube and has generated stacks of global PR for the brand. The camera pans out from Van Damme as the two trucks part and the 53-year-old stays attached to both while doing the splits. A soundtrack choice that is weird and wonderful in equal measure – Enya’s Only Time – provides the ethereal accompaniment for Van Damme’s astonishing feat. Epic Split is the latest – and by far the most popular to date – of Volvo Trucks’ content-led push. Co-created with agency Forsman & Bodenfors in Gothenburg, the films are geared towards raising awareness and standing out from rival brands. The viral quickly reached meme status with fans photoshopping their faces on to Van Damme’s body. New York-based visual effects shop Artjail superimposed disgraced Toronto Mayor Rob Ford so effectively, that it looked as if he was attempting the gymnastic stunt himself: the spoof video has received nearly 2 million views on YouTube. From Russian President Vladimir Putin straddling two fighter planes (via 9GAG.com) to actor Channing Tatum recreating the stunt for upcoming film 22 Jump Street, Van Damme and Volvo Trucks have reached pop-culture zeitgeist. www.youtube.com/user/VolvoTrucks Extracts from Most Contagious 2013
34 Kleenex Achoo by Kleenex Recognising that Google is a first port of call for information, tissue brand Kleenex in the UK teamed up with media agency Mindshare in May to develop an adaptive planning tool that tracked searches for cold and flu remedies. In one of the smartest uses of multiple data sources we have seen, this information was then correlated with historical public data showing visits to the doctor in order to predict likely flu outbreak areas with 96% accuracy. Using this model Kleenex was able to deploy media in only the areas suffering from flu, leading to a 40% year-on-year sales increase in the first two months of the campaign. Later in the year, Kleenex USA used a similar approach (with data from America’s Centers for Disease Control) to predict where winter flu would strike next. At the my-achoo.com microsite, people can enter their zipcode to discover if the virus is likely to hit their neighbourhood in the next three weeks (Contagious 37). Supported by TV ads and a nationwide promotional tour, the campaign secured 750 PR placements across traditional and social media outlets and engaged with more than 2,000 people in the worst US flu-affected cities. www.my-achoo.com McDonald’s TrackMyMacca’s With food provenance an increasing concern for many people, McDonald’s in Australia released an app that enabled customers to find out from where the constituent parts of their meal had been sourced. The TrackMyMacca’s app (Contagious 34) used GPS and image recognition, combined with date and time information, to establish where and when a particular McDonald’s menu item was purchased. It then overlaid that information with data from McDonald’s supply chain in real time. Finally, it served up an unexpectedly immersive story about the meal’s journey, using augmented reality to transform the restaurant table-top into a farmyard or ocean scene – with the narrative unfolding not only in accordance with what the customer was eating, but also tailored to their location. www.trackmymaccas.com Vodafone Fakka In Egypt, it is common for small-shop owners to offer items such as sweets, chewing-gum or mints instead of small change. But Vodafone Egypt proposed that vendors hand out its mobile phone credit ‘micro-recharge’ cards instead of these unwanted items. Vodafone positioned its cards as a new currency, calling them ‘Fakka’ – Arabic for petty change (Contagious 35). The telco then distributed the Fakka cards to vendors in denominations of 50 piasters, 1 Egyptian pound and EGP1.5 ($0.07-$0.22), later adding an EGP3 card due to popular demand. Vodafone and JWT, Cairo, claimed that Fakka revenues exceeded the brand’s original target by 510%. The initiative increased average revenue per Vodafone user by 7% and there has been a steady 10% increase in distribution of Vodafone Fakka across the country. The cards have enabled Vodafone to create the biggest telco distribution network in Egypt, hitting more than 46,000 retailers. www.tinyurl.com/fakka-JWT
35 MEDIATRENDS Extracts from the Most Contagious 2013 report are reprinted courtesy of Contagious Communications limited. Contagious provide marketing communications insight and intelligence for brands, through consultancy,onlineandprintbasedresources and events. Please contact us to find out more information talk turkey@contagious. com, or visit our website contagious.com This article does not necessarily reflect the views of the WFA. StarHub Mobile MySmartEye To help blind people in Singapore, telecoms company StarHub partnered with the Singapore Society for the Visually Handicapped to create MySmartEye, an app that harnesses a community of volunteers to identify objects that the visually impaired can’t see. After downloading the app, users can photograph an item, scene or piece of information they are having trouble deciphering. The app shares this image with the charity’s volunteers, who identify the troublesome image, texting a detailed description back. Through text-to-speech technology, the visually impaired user then receives a voice description. Volunteers can quickly and easily report any erroneous answers, via YouTube and Facebook, to root out mistakes or misdirection. The platform averaged 3.7 replies to each query within 20 seconds. The system of self-regulation also minimised erroneous answers to just 0.004% of replies. The project, via DDB, Singapore, won a Gold Lion in the Direct category at the 2013 Cannes Lions festival. Asazuke No Moto Funfair in Your Mouth Taking a leaf out of the Mary Poppins playbook, Japanese vegetable seasoning sauce Asazuke No Moto has taken on the challenge of trying to persuade kids to eat vegetables by digitally gamifying the experience. The brilliantly named Funfair in Your Mouth website takes kids on a virtual ride through the sky or on a rollercoaster while, thanks to the position of their head and mouth being tracked via webcam, they are challenged to catch as many virtual vegetables as they can by chomping their mouths as they fly by. Blurring digital with the real world, kids are encouraged to hold up actual vegetables in front of their webcam and are rewarded with a fireworks display for every bite they take. Created by Beacon/Leo Burnett Japan, with production by interactive studio Birdman in Tokyo, the campaign has already achieved an impressive 130% sales increase for Asazuke No Moto sauces, with 2.5 million virtual vegetables – and 25,000 real vegetables – consumed. www.mouth.jp Audi AudiUSA .com Algorithms are increasingly being employed to create unique online experiences, anticipating needs and even learning from people’s behaviour. AudiUSA.com, built by agency AKQA, San Francisco, uses 27 different self-scoring algorithms to automatically customise the whole user experience. ‘From the moment that you come to the site, Audi knows who you are, what you last bought on other websites, where you live, how many kids you have, your rough income,’ Ben Jones, chief technical officer at AKQA, explained (Contagious 36). ‘What this means is instead of having to search for their perfect car, the user is automatically presented with it. ‘Even errors are data points: when the site is wrong, and you click from the car the site has selected for you to a different one, the algorithm will reverse-correlate and update itself. It self-learns.’ www.audiusa.com
36 OUTLOOKDATA 0 100 200 300 400 500 600 700 -15 -10 -5 0 5 10 15 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) Total global adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com) 32% 12% 37% 9% 0% 6% 4% 2004 Media mix Newspapers Magazines Television Radio Cinema Outdoor Internet 2014 15% 6% 40% 6%1% 6% 26% Source: Warc Data & Forecasts (www.warc.com) 3,1 3 3,7 3,9 1,4 1,3 2,2 2,3 4,9 4,7 5,1 5,4 0 1 2 3 4 5 6 2012 2013 2014 2015 Yr-on-yr%change Economic outlook, 2012–2015 Global Advanced Economies Emerging Market and Developing Economies Source: IMF Economic Outlook, January 2014
37 TV holds steady Within the individual media that contribute to these adspend totals, we forecast that TV will affirm its place as the world’s biggest ad channel in 2014, even with the rising popularity of digital over recent years. The channel has actually taken share in terms of adspend over the past decade, from 37% of the global all-media total in 2004 to 40% in 2014. TV’s adspend share varies from market to market, but maintains its preeminent position in most; its share approaches two in three of every ad dollar spent in many South American and Asian nations. At the same time, in a bid to follow consumers’ increasingly fragmented daily media usage patterns, advertisers continue to shift budget to search, display, social, online video and – especially – mobile ads: digital touchpoints’ share of the global total is set to hit 26% this year, up from 4% in 2004. Moreover, in some mature markets, most prominently the UK, internet has already become the largest single ad channel – a pattern that will likely be repeated in more and more markets over the years to come. Perhaps unsurprisingly, the biggest victim of these trends has been the print media: collectively, newspapers and magazines accounted for 44% of global above-the-line adspend in 2004, a total that is set to drop to 21% this year. The economic outlook This adspend growth reflects trends in the broader economy. Shaking off the effects of the global financial crisis, GDP growth around the world is set to accelerate this year and next. Global output, from expanding by +3% in 2013, is set to rise by a further +3.7% in 2014 and by +3.9% next year; such consistent growth will be partly powered by a marked improvement in performance by advanced economies. In particular, an uptick in GDP in the US will be a crucial factor in the global acceleration. The world’s largest economy, which still accounts for over 20% of total global output, is forecast to grow at an annualised rate of +2.8% this year, a significant leap from +1.9% in 2013. Across the “advanced economies”, as grouped by the International Monetary Fund (IMF), there will be a jump in growth between 2013 and 2014, rising from +1.3% to +2.2%; this is a sign that, after years of economic volatility through the after-effects of the credit crisis and Eurozone debt problems, a broad-based economic recovery is gaining traction. But, by contrast, growth is set to be proportionally smaller in the developing economies of Asia, Latin America and Africa, which have faced a variety of headwinds to growth over the past year. Collectively, this bloc is forecast to see an expansion of +5.1% in 2014 following +4.7% growth last year. While still representing a faster rate of expansion than the advanced economies, this nevertheless represents a narrowing of the “growth gap” between the two economic blocs. Marketer optimism rises At the beginning of 2014, marketers are more optimistic than they were this time last year, according to latest results from Warc’s Global MarketingIndex,aforward-lookingindicatorbasedondataderivedfrom amonthlyworldwidepollofagencyandclient-sideindustryprofessionals. The index tracks responses on three separate issues affecting marketers: trading conditions, marketing budgets and staffing levels. In all regions, the Headline GMI metric, which synthesises responses on all three of the marketing issues, registered a significant rise in late 2013: respondents recorded a reading of 55.0 in January 2013, rising to 57.9 in January 2014. A reading of 50 implies neutral sentiment, suggesting that marketers now collectively feel more positive than before on conditions in their industry – and that things are likely to improve further as the year goes on. The most striking trend across the year of GMI data is the improvement of sentiment in Europe. Headline GMI there rose from a barely-positive 51.9 last January to 58.7 in January 2014. In Asia- Pacific, these readings registered a less dramatic shift, up from 53.8 to 57.7, while North America registered a small decline from 58.0 to 56.5 over the same period. This is an early signal that Europe’s marketers are becoming much more optimistic, relative to their peers. It also represents the first time that marketers in different regions have been broadly aligned in outlook since the start of the survey at the end of 2011. Global advertising spend & economic outlook, 2014-2015 OUTLOOKDATA Adspend around the world is set to see consistent growth over the years to 2015, reflecting a general improvement in the broader economy, according to latest forecasts from Warc. Overall, adspend is predicted to increase by +5.2% in 2014, reaching $554.5bn at current prices for the year. This is a significant jump from 2013’s growth rate of 3.2%, and is set to be reinforced by another strong year in 2015, during which global adspend is forecast to rise by a still higher 5.5%. Warc collates actual advertising expenditure for 85 markets, and has produced forecasts for key markets for 2013–15. Using a combination of adspend data and broader GDP forecasts from the OECD and IMF, we set out below some current ad industry trends. All regions are set to record net adspend growth for 2014, withthestrongestperformance,intermsofannualincreases, coming from Central and South America. Elsewhere, Asia- Pacific’s near double-digit growth throughout the forecast period will see the region overtake Europe to become the world’s second-largest advertising region; it is forecast to account for $159bn in 2014, compared to Europe’s $153bn. But both regions will remain well behind North America, which is set to record adspend of just over $177bn this year.
38 OUTLOOKDATA Global Americas Asia Pacific Europe jan./12 m rt./12 m ei./12 jul./12 sep./12 nov./12 jan./13 m rt./13 m ei./13 jul./13 sep./13 nov./13 jan./14 * Headline GMI combines data for trading conditions, marketing budgets and staffing. 40,0 45,0 50,0 55,0 60,0 65,0 Global Marketing Index: Headline GMI* by region Source: Warc Data & Forecasts (www.warc.com) (*Headline GMI combines data for trading conditions, marketing budgets and staffing. Above 50 = improving conditions; below 50 = declining conditions) 0,0 20,0 40,0 60,0 80,0 100,0 120,0 140,0 160,0 180,0 200,0 -20 -15 -10 -5 0 5 10 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) North America adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com) 0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 -10 0 10 20 30 40 50 60 70 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) Latin America adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com)
39 Regional analysis North America North American adspend growth will remain consistent throughout the forecast period, rising from an estimated +2% annual increase in 2013 to +4% in 2014, before growth is pared slightly to +3.5% next year. A considerable improvement in the prospects for the US advertising market will underpin this trend. Overall adspend in the US – still the world’s largest ad market, accounting for over 40% of the world’s total spend each year – is set to increase +4% in 2014, a significant jump from the +2.4% recorded in 2013. In particular, US adspend will see a boost from TV, up +4.5% in 2014, with the channel bolstered by extra investment among advertisers around the Olympic Games and the midterm elections; meanwhile, internet adspend will rise +12.7%. With the broader economy gathering strength, a recovery in the housing market well under way and unemployment tracking down to 6.6% according to latest official data, prospects for the world’s largest ad market appear bright. Canada, while a much smaller ad market, is set to record a similar performance to its neighbour in growth terms, with all-media adspend up +2% in 2013 and +3.5% this year. Having weathered the global economic crisis of recent years far better than most of its fellow advanced economies, the nation is forecast steady GDP growth of +2.2% this year. Latin America Warc estimates suggest Latin America will remain the world’s fastest- growing region for adspend across the forecast period, reflecting rapid development in the region’s communications industries. Adspend across the region is set to hit +9.8% this year, up from +8.1% in 2013 – and reaching a total of $38bn. Prospects for 2015 are still better, with forecast growth of +11.6%. This outperformance will come despite the economy of Brazil, the region’s largest, facing significant challenges. Urban unrest, due in part to a perceived lack of infrastructure spending and government corruption, defined the nation’s political scene in 2013 and threatens to cast a pall over its hosting of the 2014 football World Cup: an event that would usually have a positive effect on the host nation’s economy and advertising market. Latest forecasts suggests that the nation’s economy will grow by just over 2% this year, following similar expansion in 2013; these totals are well below the nation’s own historical trends – its average GDP growth rate from 2000–08 stood at 3.7% - and also the performance of regional rivals. Mexico is forecast +3% GDP growth in 2014. Nevertheless, the Brazilian advertising market is expected to decouple from broader economic trends during the forecast period, with the nation’s all-media adspend set to rise +10.4% this year, up from +6.4% in 2013. The impetus for this expansion will come from TV, Brazil’s largest ad medium by far, which is set to rise by +11.6% in 2014. The strength of the nation’s ad sector was also in evidence at the Cannes Lions in 2013. Brazil confirmed its position as a creative powerhouse by being listed among the most-honoured nations at ad land’s “Oscars”, taking two of the 13 Grand Prix; a Brazilian shop, Ogilvy Sao Paulo, was also named most creative agency of the year at the festival. Europe Adspend growth in Europe is set to see a marked upturn throughout the forecast period, but will nevertheless be generally slower than other regions. An apparent stabilisation in the debt crisis that caused much economic and political volatility in Europe over recent years – and also led to many of the region’s larger advertisers adopting a conservative marketing strategy – should lead to an improvement in the business climate. Latest forecasts suggest that pan-European adspend will reach +3.1% this year and +2.9% in 2015, following 2013’s flat growth. But the region encompasses a two- or even three-track recovery, with individual nations and economic blocs recording markedly different performances, according to our economic and adspend data. The IMF predicts a GDP expansion of just +1% this year for the Euro area – including France and Germany – while Russia is set to rise by around +2% and the UK by +2.4%. Similarly, non-euro nations are set to outperform in terms of adspend growth; Russian investment is forecast to expand by +10.7% in 2014, compared to +5.4% for the UK, while Germany and France are both forecast slow growth of +1.2% and +0.4% respectively. Russia’s 2014 expansion will be driven by the positive effect of the 2014 winter Olympic Games, which it hosted in February, and by the comparatively undeveloped state of its advertising market relative to the rest of the region: Russia’s annual adspend has recorded double- digit growth in nine of the last 10 years, with growth of over +20% for five of these years. Nevertheless, the nation faces significant future headwinds in terms of the broader economy, not least due to the lingering effects of high inflation – with the Consumer Price Index (CPI) running at over 6% according to latest official data – and low domestic business investment. Recent guidance from Russia’s central bank also suggested that GDP growth could remain at or below +2% per year over the period to 2016. The UK’s strong recent performance also comes with some caveats. The UK suffered more in the global financial crisis of the late 2000s than its eurozone counterparts, and – unlike Germany and France – has yet to return to its pre-crisis output peak. The sustainability of its economic recovery, which was driven mainly by consumer spending and services rather than business investment and exports, remains in doubt. That said, the nation’s ad sector is unusually diversified, and is well-placed to benefit from advertisers’ general shift towards digital. The UK is forecast +12.7% growth in internet adspend for 2014, compared to +8.6% for Germany and +5% for France. Meanwhile, the eurozone periphery, which suffered worst in the government debt crisis of recent years, will continue to experience tough times. Both Italy and Spain are forecast GDP growth of less than +1% for 2014; meanwhile, Italian adspend will face another year of contraction, predicted to be down -0.2% for the year, while Spanish adspend is forecast to grow just +1.2%. OUTLOOKDATA
40 OUTLOOKDATA 0,0 20,0 40,0 60,0 80,0 100,0 120,0 140,0 160,0 180,0 200,0 -25 -20 -15 -10 -5 0 5 10 15 20 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) Europe adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com) 0,0 5,0 10,0 15,0 20,0 25,0 30,0 -10 -5 0 5 10 15 20 25 30 35 40 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) Middle East & Africa adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com) 0,0 20,0 40,0 60,0 80,0 100,0 120,0 140,0 160,0 180,0 -5 0 5 10 15 20 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) Asia Pacific adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com)
41 Middle East and Africa This region will see a very varied performance throughout the forecast period, from registering a net decline in 2013 (-3.4%) to returning to strong growth this year and next, rising +4.7% and +7.6% respectively. Improvements in network infrastructure – particularly in sub- Saharan Africa – and data collection will be primary factors in the development of the region’s advertising markets throughout the forecast period. But it should also be noted that the Middle East and Africa remains the world’s smallest region by far in terms of adspend, and is expected to account for just under $25bn of investment in 2014. TV remains dominant in the Middle East, home to some of the world’s wealthiest nations in terms of per-capita GDP. Broadcaster data suggest that viewers in the region watch 7.5 hours of TV per day – among the highest rates in the world – with pay-TV set to penetrate 20% of Middle East and North African households by 2017. Meanwhile, digital – especially mobile-first platforms – is gaining strongly across MEA as a whole. Analysis released in early 2014 from eMarketer suggests that ecommerce sales are rising at a rate of +20% a year – higher than anywhere except for Asia-Pacific – while social media adspend, an increasingly lucrative subset of the digital marketing repertoire, will rise by +63.9% in the region this year – almost twice as fast as anywhere else. This advertising growth will be underpinned by generally improving economic conditions. Latest IMF forecasts suggest that the Middle East and North Africa region will expand by +3.3% this year, with sub- Saharan Africa growing by a still-quicker +6.1%. Asia Pacific Asia Pacific adspend is predicted to rise +7.8% in 2014 and by +7.6% in 2015, due in part to continued solid performance from the region’s largest economies. The regional powerhouses of China and Japan in particular are forecast to perform comparatively well. China will consolidate its position as the world’s second-largest economy with a GDP increase of +7.5%, while the nation’s adspend will record still stronger growth, up +11.2% this year. That said, the sustainability of China’s run of economic success – annual growth routinely hit double digits throughout the 2000s – is being increasingly questioned; concerns have been raised over the very high proportion of GDP being generated by business investment funded by credit. Any “hard landing” for China caused by deleveraging would have significant effects on the growth prospects for the region as a whole. Meanwhile, aggressive measures by the Japanese government to address its long-term problem of deflation appear to be bearing fruit, with the nation’s CPI up by 1.3% a year, according to latest figures. More broadly, Japan’s economy is forecast to expand by +1.7% in 2014, while adspend will rise +2%. TV, which accounts for around half of Japan’s ad market, will also see growth of +2%. That said, there are significant obstacles to future Japanese growth – not least from the rising political tensions between the two largest economies in the region. Meanwhile, India is facing tougher economic times, with its annual GDP expansion dropping significantly from around +10% in 2010 to just +3.2% by 2012. Growth is expected to pick up to +5.4% this year, but high inflation, a slowdown in manufacturing and continued regulatory wrangles over foreign investment continue to dampen growth. The nation’s advertising market, however, has proved to be a bright spot, with an adspend expansion of +11% forecast for 2014. Resource-rich Australia is also making a good contribution to the region’s advertising sector, with adspend set to rise +3.6% for 2014. The nation also confirmed itself as a major player in ad creativity with ‘Dumb Ways to Die’, a campaign from McCann Melbourne, an Interpublic-owned agency, taking five Grand Prix at the Cannes Lions in 2013 – and thereby becoming the most-awarded ad in the festival’s 60-year history. More broadly, with low unemployment by advanced economy standards of 6% and inflation holding steady below 3%, Australian GDP is forecast to grow by around 3% this year, according to the nation’s central bank. About Warc Joseph Clift is a Web Producer at Warc. Warc is a global marketing intelligence service relied upon by brand owners, major creative and media agency networks, market research companies, media owners and business schools to help tackle any marketing challenge. For more information visit www.warc.com OUTLOOKDATA
42 BUDGET 2013 Realised 2013 Income 3.088.500,00 3.290.668,67 Revenues from associations 420.000,00 435.136,90 Revenues from corporate members 1.920.000,00 1.955.356,58 New members 50.000,00 66.514,91 Revenues from RMP 353.500,00 353.500,00 Revenues from ICAP 230.000,00 228.208,56 Revenues Sponsorship Conference 80.000,00 86.571,34 Revenues Strategic Partner 10.000,00 Revenues IFBA 25.000,00 Revenues Marketing Road Test 50.000,00 Other revenues 5.000,00 43.135,76 Discount (early payment) -5.000,00 -2.441,30 Financial profit 35.000,00 39.685,92 Expenses 3.007.000,00 2.956.075,13 Personnel & consultants 1.794.000,00 1.798.149,16 Operating costs 765.000,00 773.510,50 Conference & General Assembly 110.000,00 100.628,57 Costs Marketing Road Test 0,00 31.192,30 Provision Costs Marketing Road Test 0,00 18.808,00 RMP Costs 290.000,00 54.250,00 Provision RMP Deffered Invoices 0,00 197.021,00 Reinstatement Provision VAT/RMP 2012 -27.000,00 0,00 Provision for recruitment plan 75.000,00 0,00 Provision Rent Compensation 0,00 2.515,00 Provision Singapore Office 0,00 -20.000,00 Reinstatement Provision on VAT 0,00 957.325,60 Provision for Reserves 0,00 -957.325,00 Total revenues 3.088.500,00 3.290.668,67 Total expenses 3.007.000,00 2.956.075,13 Final result 81.500,00 334.593,54 Financial Statement 2013 (aLl figures in EUR)
43 MICHEL WEBER Brussels, February 12, 2014 Réviseur d’entreprises Chemin du Lanternier, 17 Tel +32-495-38.36.92 reviseur@michel-weber.be Statutory Auditor’s Report for the year ended December 31, 2013 to the Members’ Meeting of the World Federation of Advertisers In accordance with statutory requirements we are pleased to report to you on the performance of the audit mandate which you have entrusted to us. Unqualified audit opinion on the financial statements We have audited the financial statements as of and for the year ended December 31, 2013 which have been prepared under the responsibility of the board of directors and which show a balance sheet total of € 4.249.717 and a profit for the year of € 334.593. We conducted our audit in accordance with the standards of the “Institut des Reviseurs d’Entreprises/instituut der Bedrijfsrevisoren”. Those standards require that we plan and perform the audit to obtain reasonable assurance about whether the financial statements are free of material misstatements, taking into account the legal and regulatory requirements applicable to financial statements in Belgium. In accordance with those standards, we considered the Association’s administrative and accounting organisation, as well as its internal control procedures. Association officials have responded clearly to our requests for explanations and information. An audit includes examining, on a test basis, evidence supporting the amounts and disclosures in the financial statements. An audit also includes assessing accounting principles used and significant accounting estimates made by management, as well as evaluating the overall financial statement presentation. We believe that our audit provides a reasonable basis for our opinion. In our opinion, taking into account the applicable legal and regulatory requirements, the financial statements give a true and fair view of the Federation’s assets, liabilities, financial position as of December 31, 2013 and the results of its operations for the year then ended. Brussels, February 12, 2014 Michel WEBER Réviseur d’entreprises Auditor’s Report
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WFA Annual Report 2013

  • 2.
  • 3. President’s Vision................................................................................2-3 Message from the Managing Director..................................................4-5 Executive Committee...........................................................................6-9 Peer-to-peer Groups IMCForum.................................................................................10-11 MediaForum..............................................................................12-13 DigitalForum .............................................................................14-15 SourcingForum .........................................................................16-17 Responsible Advertising and Children Programme.....................18-19 European Action Group ............................................................20-21 Alcohol marketing..........................................................................22 National Associations Council ........................................................23 WFA Events 2013 Global Marketer Week, Brussels ...............................................24-25 Global Advertising Summit, New York City ................................26-27 Latin America Regional Meeting, Buenos Aires .........................28-29 WFA Staff ........................................................................................30-31 Trends and Forecasts Global Digital Media Trends.......................................................32-35 Ad Outlook and Data.................................................................36-41 Financial Statement..............................................................................42 Auditor’s Report...................................................................................43
  • 4. 2 President’s Vision “The more I experience this bird’s eye view of the world and of how it is changing, the more I believe it benefits me as a marketer and the longer term health of the brands I represent.”
  • 5. 3 As I reflect on one year as WFA President, I can say that the experience has been both an honour and one I have thoroughly enjoyed and benefited from. WFA offers a unique industry vantage point. Being able to briefly step back from my day job of managing a large portfolio of brands and to observe some of the more general issues that the industry is facing and how others approach their challenges can be both personally and professionally rewarding. Ihaveexperiencedfirst-handhowWFAisatthecoalfaceofbigpoliticaldebatesaboutmarketingregulation, whether in the field of food or alcohol marketing or data collection and privacy. The organisation is a truly progressive voice in delivering cutting-edge self-regulatory solutions to some of society’s big challenges. I also witness the invaluable support offered to marketers on the basis of collective insight. There is no doubt that companies plugged into the WFA network benefit enormously from being able to access better knowledge and more effective solutions to their everyday challenges. But what I find perhaps most fascinating is experiencing where the marketing, public affairs and regulatory worlds converge. At this intersection, I get to understand how my micro challenges fit into a much broader macro picture. The more I experience this bird’s eye view of the world and of how it is changing, the more I believe it benefits me as a marketer and the longer term health of the brands I represent. As part of the WFA’s Project Reconnect (www.project-reconnect.org), I have found myself talking to politicians and regulators, industry thought-leaders and even teenagers in the European Parliament about their concerns and experiences in relation to brand marketing. Different voices offer new and interesting perspectives. They offer invaluable insights into how they as individuals and as representatives of broader constituent groups believe different brands can fit into people’s lives and into society as a whole; at what times, places and under what circumstances is it both legitimate and enriching for different brands to be present. They help me see how people’s aspirations and habits are changing in ways that require brand marketing to adapt. They offer unique insights into what it increasingly means to be a marketer in the modern world. This is a unique competitive advantage that the WFA offers to both the individuals and the organisations in its membership. It is an asset made in large part possible by the truly global and uniquely varied nature of its members. I am proud to be President of such an organisation and I greatly look forward to continuing to serve its members through 2014. Martin Riley WFA President CMO Pernod Ricard
  • 6. 4 Message from the Managing Director “As the global economic outlook starts to brighten, I believe the WFA prospects also look good as we enter our seventh decade.”
  • 7. 5 Thank you for continued support. In 2013, we hope the WFA’s growth in membership services has helped your organization grow too. We are bringing our members together to share their unique experiences and insights more than ever before. Working groups came together over eighty times in 2013 and, with the launch in 2014 of a new group, the InsightsForum, this number is set to rise further. Between meetings, information requests and benchmarks rose by almost twenty percent compared to 2012. I take this as further recognition of the value that members derive from accessing both our in-house expertise and the knowledge of the WFA network. This is compounded by the addition of ten new corporate members, increasing our membership to over seventy of the world’s top brand owners and fifty-five national associations representing sixty of the world’s biggest ad markets. As the membership has grown, so too has the WFA staff to respond to our fast increasing workload. In Brussels, we have expanded our team on both the marketing and public affairs sides while we have also recruited on the marketing side in Singapore. All our new recruits come with digital expertise, such is membership demand. And it would be amiss not to mention that the WFA turned sixty years young in 2013. The Global Marketer Week was held in our hometown of Brussels, where over five hundred joined us in what proved to be a fitting celebration of the organisation’s ‘diamond jubilee.’ As the global economic outlook starts to brighten, I believe the WFA prospects also look good as we enter our seventh decade. And as WFA grows, we increase our capacity to help your organisation grow too. Stephan Loerke, WFA Managing Director
  • 8. 6 Martin Riley Chief Marketing Officer Pernod Ricard WFA President Stephan Loerke WFA Managing Director Stephen Kehoe Head of Global Financial Inclusion & Regional Corporate Relations VISA Worldwide WFA Deputy President Gérard Noël Vice-Président Directeur General UDA, France WFA Treasurer Executive Committee WFA Officers
  • 9. 7 Sergey Glushkov President RAA, Russia Regional VP C&E Europe Bob Liodice President & CEO ANA, USA Regional VP North America Mario Davis President ANDA, Chile Regional VP Latin America Rahul Welde VP-Media, Asia, Africa, Middle East & Turkey Unilever Regional VP Asia-Pacific WFA Regional Vice-Presidents
  • 10. 8 Frank Abenante Vice-President Brands & Innovation Anheuser-Busch InBev Khoso Baluch Senior Vice-President & Chief Marketing Officer UCB Gary Cunningham Vice-President External Relations Western Europe Procter & Gamble Salvatore Gabola Director Public Affairs Europe The Coca-Cola Company Marc Mathieu Senior Vice-President Marketing Unilever Mary Catherine Toker Vice-President Government Relations General Mills Pierre Woreczek Senior VP Chief Brand and Strategy Officer Europe McDonald’s Loïc Armand Senior Vice-President External Affairs L’Oréal Alessandro Cagli EU Affairs Director Ferrero Sarah Delea Director External Affairs - Health & Wellness Mondelēz International Johan Jervoe Sales and Marketing VP Director of Creative Services Intel Corporation Matthias Berninger Global Head of Public Policy Mars Claudia Willvonseder Global Marketing Manager Ikea WFA Corporate Member Representatives
  • 11. 9 Hans Merkle Malcolm Earnshaw CBE WFA National Association Representatives Roger Harlacher President ASA Switzerland Mounir Jazouli Vice-President GAM Morocco Jan Morten CEO ANFO Norway Ahmet Pura President TAA Turkey Joachim Schütz CEO OWM Germany Hou Yunchun President CANA China Mike Hughes Director General ISBA UK Ron Lund President and CEO ACA Canada Bharat Patel Chairman ISA India Rafael Sampaio Executive Vice-President ABA Brazil Chris Van Roey CEO UBA Belgium Presidents Emeriti
  • 12. 10 Attendees 2013 Gabriela Aguilera, LEGO Traci Alford, Shell Susanne Arfelt, Unilever Monica Arguelles, American Express Margaret Au Yong, MAA (Malaysia) Bernardo Ayala, Ilusión Stephanie Bell, L’Oréal Noelle Beristain, Cuervo Diana Bonilla, Procter & Gamble Diego Bracamontes, The Coca-Cola Company Valerie Brass, Bacardi Dan Burdett, Mars Juan Carlos Canales, Cuervo Jacqueline Cheong, Motorola Ning Ling Chien, Bacardi Mariann Coleman, Intel Guillaume Conteville, MasterCard Navaneeta Das, Johnson & Johnson Flaubert Dávila, Mattel Sameer Desai, Mundipharma Alexandra Dimiziani, The Coca-Cola Company Lotta Edstrom, Novartis David Ellison, ISBA (UK) Kester Fielding, Diageo Michelle Froah, Kimberly-Clark Ludwig Gamboa, Pernod-Ricard Cecilia Gan, Mundipharma Chiradeep Gupta, Unilever Lisa Halim, SAP Edy Heng, SAP Enzu Jeon, Johnson & Johnson Cécile Jolly, McDonald’s Khoo Kar Khoon, MAA (Malaysia) Jaswinder Kaur, Novartis Vishwas Kohli, Visa Geraldine Kor, Nokia Michel Lambert, P&G Gary Lim, Johnson & Johnson Shaw Lim Wun, Nokia Celia Lines, Intel Elisa Martínez Morales, Intel Elvira Martinez Velazquez, Luxottica Ellen Marzell, Nokia Javier Medrano, Grupo Bimbo Ajay Mohan, Intel Diana Moran, Boehringer Ingelheim Debbie Morrison, ISBA (UK) Hugo Oliveros, Daimler Myriam Perez, COMEX Ricardo Perez, Grupo Bimbo Anna Pradzynska, LEGO Penny Quek, HSBC Ulises Ramirez, The Coca-Cola Company Jose Ramón Franch, Grupo Bimbo Henrik Resurreccion, Bacardi Jacobo Romano, Ilusión Jaime Ruiz, Grupo Bimbo Geoff Seeley, Unilever Miah Sullivan, Luxottica Ernest Tan, GSK Charline Tan, Unilever Evelyn Tang, Motorola Lily Tay, SAA (Singapore) Margot Torres, PANA (Philippines) Jose Villarreal, McDonald’s Jamshed Wadia, Intel Sally-Anne Weekes, LEGO Tiow Wei-Yeong, Diageo Fiona West, Brown-Forman Carole White, Mondelez Dominique Williams, Nokia Jo Wisbey, BP Patrick Woods, ISBA (UK) Christopher Yeo, HSBC Michelle Yeo, LEGO Dawn Zhao, Philips Lighting Peer-to-peerGROUPS
  • 13. IMCForum Integrated Marketing Communications In a survey WFA conducted at the beginning of the year, eighty percent of advertisers and ninety-three percent of agencies identified IMC as a top priority and agree that a new and/or different approach to connecting with consumers is needed. WFA’s IMCFORUM is a pioneering group for marketers to address the challenges related to aligning their organisations behind an integrated approach and effectively breaking down barriers to change. The group has been increasingly successful since its launch in Europe in 2009 but in 2013 it saw its impact move to a new level. Under the leadership of Geoff Seeley from Unilever (appointed Chairman in 2012), the IMCFORUM in Londondeliveredsignificantaddedvaluetoparticipants and meeting ratings grew accordingly. Meetings now consistently attract a core group of senior marketers and in London, the group was joined by some stellar guest speakers, including The Customer Framework on ‘how to get to grips with big data’ and The Audience on ‘Real-time marketing: not about always on’. A first for the IMCFORUM was a panel of handpicked agency leaders who were invited to discuss client- agency collaboration. This session turned out to be very rich in learning for both the panellists and participants. 2013 also witnessed the IMCFORUM’s successful geographical expansion into Asia-Pacific and Latin America. Gary Lim from Johnson & Johnson was appointed chairman of the APAC group and has been instrumental in building the presence of the IMCFORUM in the region. Two meetings were organised in Singapore and tackled core IMC challenges as well as more complex topics, such as understanding ROI from integrated marketing. Our inaugural meeting in Mexico was chaired by Javier Medrano, head of marketing at Grupo Bimbo. The feedback from the IMCFORUM in both regions was very positive, demonstrating how the regional marketers’ appetite for such peer-to-peer exchanges reflects that of their global counterparts. At industry level, three WFA members from our IMCFORUM made an exceptional contribution to the Festival of Media Global, exploring perceptions of the state of IMC in their organisation and in the wider industry. This panel session was backed up by the results of a survey WFA conducted in collaboration with the Festival of Media, in which 132 senior marketers took part (marketers, agency and media owners). On the same day, WFA released an infographic on IMC gaps, which has received over 12.5k views on WFA’s Slideshare page and generated a significant amount of trade press coverage. Peer-to-peerGROUPS 11
  • 14. 12 Attendees 2013 Jason Adamski, Groupe Ferrero Lina Akgul, American Express Venkat Balasubramanian, Unilever Sebastien Bardin, Shell Didier Beauclair, UDA (France) Robert Bennemeer, Heineken Steven Berger, Combe Birgit Blomberg, FrieslandCampina Victoria Brom, Liberty Global Kate Brown, IKEA Vincenzo Brugaletta, LUXOTTICA Alyssa Buetikofer, McDonald’s Corporation Stefan Burgass, Müller Mark Butterfield, Boehringer Ingelheim Glyn Butterworth, Barclays Americo Campos Silva, Shell Katy Cheng, Kimberly-Clark Zvi Cole, Beiersdorf Guillaume Conteville, MasterCard Worldwide Daniela Cordua, IKEA Andrew Coulter, Unilever Gerry D’Angelo, Mondelez International Richard Davies, RB Plc. Kirsten Daylies, Microsoft Corporation Paola De Benedetti, Indesit Caroline Devys, LEGO Danny Duan, Hershey Company Lotta Edstrom, Novartis International Susan Eisenreich, Hershey Company Harold Fernandes, Colgate-Palmolive Ltd Katherine Freeley, Colgate-Palmolive Ltd Vincent Frezzo, Coty Ian Gallois, Mars David George, Mercedes Benz Tom Gill, Heineken Marni Gordon, ANA (US) Géraldine Grümmer, Orange-FT Group Heidi Halmen, Intel Chris Howett, Visa Ian Hutchinson Ben Jankowski, MasterCard Worldwide Magdalena Jelinkova, Müller Ivan Jennings, Colgate-Palmolive Ltd Martin King, Kellogg Sascha Knöpfel, Beiersdorf Shalini Koshal, Unilever Jacques Lehodey, Cereal Partners Worldwide Moises Leiferman, Hershey Company Susanna Leshu, COFCO Xiao Li, CANA (China) Lily R Li, Diageo Sophie Li, IKEA Kate-Sh Li, Unilever Beatrice Lindvall, Johnson & Johnson Sunny Liu, Nestlé Oliver Lonicer, SABMiller Gerhard Louw, Deutsche Telekom AG Javier Lu, Daimler Sandy Ma, Nestlé Conor MacLoughlin, Mondelez International Aitor Magrach, Johnson & Johnson Ellen Marzell, Nokia Nadine McHugh, Colgate-Palmolive Ltd Colleen Milway, JP Morgan Chase Oscar Mousinho, Kimberly-Clark John Pain, BP plc Luc Poniewiera, Groupe Ferrero Michael Pues-Tillkamp, adidas AG Jacqueline Rams, Mars Bob Reaume, ACA (Canada) Elwyn Remos, Microsoft Corporation Frank Ren, Bacardi-Martini Ltd Nina Resch, Beiersdorf Lisa Richert, The Coca-Cola Company Scott Russell, Microsoft Corporation Johannes Seidl, RedBull Cindy Shen, Bayer Daniel Simon, Daimler Tony Squires, Tesco Peer-to-peerGROUPS Heather Strudley, Microsoft Corporation David Sun, Intel Sergiusz Szacki, Colgate-Palmolive Ltd Anne Van Merkensteijn, Procter & Gamble Sal Vitale, Johnson & Johnson Alberto Vivaldelli, UPA (Italy) Sarah Wang, Daimler Feona Wang, Nokia Anne Wilson, LEGO Simon Woodward, Nokia Bob Wootton, ISBA (UK) Liz Workman, Unilever Yoko Wu, Intel Lucy Xue, Anheuser-Busch InBev Edison Yan, Mondelez International Leon Yang, Shell Michelle Yang, The Coca-Cola Company Raymond Ye, Mattel Shelly Yu, Bacardi-Martini Ltd Helen Yu, Johnson & Johnson Els Zeeuwen, FrieslandCampina Rasheed Zhao, Mondelez International Wendy Zhao, Shell May Zheng, Hershey Company Linda Zhu, Bayer Brillian Zhuo, Yum! Brands, Inc.
  • 15. 13MediaForum The headline figure for global media spend growth in 2013 was a respectable +3% year-on-year according to most sources. But within this there are winners and losers and a clear winner is digital media which continues on its relentless upward trajectory. Part of the growth can be attributed to the explosion in programmatic buying. Programmatic presents considerable opportunities for advertisers but WFA peer research conducted in May uncovered significant transparency issues. Eighty-three per cent of respondents felt that programmatic is less transparent than the ‘traditional’ way of trading and, for this reason, we featured the topic in two meetings in 2013, and will focus on it again in 2014. The changing face of the industry prompted the MEDIAFORUM to question what the future of media agencies might look like and, in our New York meeting, we featured our first panel session involving three agency bosses to debate the issue. Perhaps unsurprisingly, all on the panel were in agreement that clients contribute to many of the problems prevalent in the industry today. In 2013, the MEDIAFORUM met for the first time in China where a record attendance reflected the local appetite for peer-to-peer learning. An external presentation from the China Media Consulting Group put a magnifying glass up to the level of complexity in the regional media market and gave insight into how advertisers can best protect themselves. Also focused on safeguarding advertisers’ interests, the WFA Advice on Obtaining Transparency was published earlier in the year, with the intention of identifying the various ways in which agencies derive income based on clientexpenditure.Withitschecklistof21itemsforclients to add to contracts, the document has been extremely well received and translated into multiple languages. Other areas tackled in meetings and in research papers in 2013 include innovation, effectiveness, pitching, media auditing, online video and also more reflective subject matter, such as what the future holds for the client-side media manager and how to be a more effective client. The MEDIAFORUM has enjoyed strong growth in 2013 and an upward trend in feedback scores. The two new co-chairs, Tom Gill from Heineken and Ben Jankowski from MasterCard, on either side of the Atlantic, have been instrumental in refreshing the agenda and the approach for the group. We have a number of new initiatives planned in 2014 and with the inclusion of a meeting in India, we look forward to growing the geographical footprint further and delivering insight and support to an ever growing community of media professionals. Peer-to-peerGROUPS
  • 16. 14 Attendees 2013 Lennart Boorsma, Heineken Stefan Burgass, Müller Eric Caen, McDonald’s Siobhan Crowe, RB Kirsten Daylies, Microsoft Paola DeBenedetti, Indesit Caroline Deichmann-Bendixen, Arla Foods Guillaume Du Gardier, Groupe Ferrero Tobias Eidem, SA, Sweden David Ellison, ISBA, UK Peter Espersen, LEGO Jonny Freeman, BP Ian Gallois, Mars Laurent Geffroy, Orange Géraldine Grümmer, Orange Hans Helbig, RB Andrew Kent, Nokia Alina Khachatourian, Shell Jonathan Lewis-Jones, Nokia Lydie Loctura, Chanel Gerhard Louw, Deutsche Telekom AG Jasmin Luebbe, Beiersdorf Martin Majlund, Carlsberg Christian Meyer, Müller Cate Moore, Diageo Jeremie Moritz, Pernod Ricard Sara Norberg, Heineken Kerri Petherick, McDonald’s Matthew Pritchard, Novartis Greg Prodromides, LVMH Annerose Rathjen, Mars Anne-Emmanuelle Rebordao, McDonald’s Samuel Rueff, Procter & Gamble Scott Russell, Microsoft Olaf Schmitz, Daimler Nigel Sheldon, Barclays Nick Stewart, Bacardi-Martini Jef Vandecruys, A-B InBev Mercedes Vidal Lobato, IKEA Claudie Voland-Rivet, UDA, France Sally-Anne Weekes, LEGO Bob Wootton, ISBA, UK Peer-to-peerGROUPS
  • 17. 15DigitalForum Recent reports indicate that global digital ad spend reached US$95 billion in 2013 and will further rise by fourteen percent in 2014. The breakneck pace of digital growth has reinforced the need for digital specialists, who are tasked with leading digital marketing efforts within their organisations whilst, at the same time, developing their organisations’ digital capabilities. While the efficacy of digital media is no longer in question, budgets are being heavily scrutinised as the need for accountability rises. Understandably, subjects such as ROI, performance and measurement, and digital mediaefficiencywereprioritisedbytheDIGITALFORUM. The group tackled these and other issues through peer- to-peer working groups and other knowledge-sharing opportunities in 2013. ThreemeetingshostedbyUnilever,OrangeandHeineken, focused on establishing effective digital measurement, resourcing, innovation, agency management, social media, mobile and search marketing. Adobe, iProspect, The Digital Consultancy and MOFILM were among some of the guest speakers who helped provide stimulus for these discussions. In between meetings, levels of engagement remained strong as members benefited from peer- to-peer research – some run in conjunction with the MEDIAFORUM and IMCFORUM - covering big data, search, mobile, programmatic buying and ad viewability and verification. WFA’s public affairs team also shared with the group the latest regulatory developments pertaining to the Data Protection Framework across various key global markets, as well as the industry’s self-regulatory response to online behavioural advertising (OBA). The briefing provided members with a unique global perspective of the challenges posed by the regulatory changes as well as the potential impact this could have on their marketing effectiveness. At the start of the year, WFA took the DIGITALFORUM on atourofTechCity,anareabasedaroundLondon’sSilicon Roundabout where 1,340 diverse technology and media start-ups are clustered together. WFA members were able to observe how small specialist agencies team-up using co-working spaces to answer larger corporate briefs. The event was highly rated by members, who enjoyed seeing how some multinationals are working in new innovative ways with a community of start-ups. Altogether, participation and feedback remained high with both new and existing members benefiting from up to 25% more knowledge exchange than the previous year. The challenge for this group going forward is to ensure that digital is further integrated into the marketing mix and that the digital marketing capabilities of their respective organisations improve year-on-year. In response to member demand and a growing network of digital specialists in the region, the group will be holdingitsfirstAsia-Pacificmeetingin2014inSingapore. Peer-to-peerGROUPS
  • 18. 16 Attendees 2013 Joost Aarts, Heineken Carl Andreasson, IKEA MaryAnn Brennan, Mattel Inc. Tigran Avakian, Mattel Inc. Mike Bell, Anheuser-Busch InBev Myriam Benichou, L’Oréal Sophie Bertran, Henkel AG & Co. KGaA Luis-Carlos Cabo, Unilever Christopher Calabretta, Johnson & Johnson Philip Caune, Daimler Annette Cerami, Beam Inc. Aimee Chai, Johnson & Johnson Benson Cheng, Anheuser-Busch InBev David Cheng, IKEA Mike Connett, Intel Corporation Kathryn Derbyshire, Bacardi-Martini Almut Dietz, Boehringer Ingelheim GmbH Danielle DiPietra, Johnson & Johnson Michael Döll, Boehringer Ingelheim GmbH David Donnelly, Hershey Company Sheila Dowd, PepsiCo Stephane Drochon, The Coca-Cola Company Bill Duggan, Association of National Advertisers Susan Eisenreich, Hershey Company Yang Fan, Diageo Harold Fernandes, Colgate-Palmolive Adam Hillyer, Bacardi-Martini Thomas Holzapfel, DeutscheTelekom AG Bill Hu, adidas AG Mark Hudson, BP Ellen Jameson, Pfizer Global Pharmaceuticals Gina Knox, Philips General Purchasing Dorien Koolen, Philips General Purchasing Ksenia Kulakova, PepsiCo Lily R Li, Diageo Sophie Li, IKEA Kate-Sh Li, Unilever Nicola Lionetti, LUXOTTICA Sunny Liu, Nestlé Sandy Ma, Nestlé Giuseppe Mascarella, adidas AG Jo Mastroserio, MasterCard Worldwide Josh McNally, MasterCard Worldwide Mark Milne, BP András Mohos, SABMiller plc Adrian Moretti, LUXOTTICA Debbie Morrison, Incorporated Society of British Advertisers Orchidée Nolasco, Orange Carlo Panigati, LUXOTTICA Michael Pues-Tillkamp, adidas AG Caroline Qiu, GSK Bawana Radhakrishnan, Colgate-Palmolive Renaud Reau, Danone Eva Reithmayr, Kraft Foods Frank Ren, Bacardi-Martini Christiane Rettig, Boehringer Ingelheim GmbH Emilie Riviere, Nestlé Nicole Ross, Unilever Suzanne Sun, Intel Dominic Salmon, Colgate-Palmolive Philipp Schuster, adidas AG Beate Selzer, Bayer Healthcare Peer-to-peerGROUPS Nihal Senil, Johnson & Johnson Sopan Shah, Nestlé Tammy Shaw-Rodano, Unilever Paul Smith, SABMiller Mathias Söderberg, IKEA Prateek Sood, PepsiCo Diana Starbanov, Carlsberg Breweries Stuart Sueltman, Johnson & Johnson Sergiusz Szacki, Colgate-Palmolive Sophie Tinant, MasterCard Worldwide Isabelle Vanleeuw, MasterCard Worldwide Corinne Verdier, Orange-FT Group Sal Vitale, Johnson & Johnson Ji Wang, GSK Feona Wang, Nokia Patrik Winiger, Carlsberg Breweries Patrick Woods, Incorporated Society of British Advertisers Lucy Xue, Anheuser-Busch InBev Shelly Yu, Bacardi-Martini Lily R Yu, Microsoft Kathy Zhao, SCJ Wendy Zhao, Shell Jorsia Zhou, adidas AG Grace Zhou, Mondelez Tracy Zhu, Mondelez Lucy Zhuang, Intel
  • 19. 17 SOURCINGFORUM Marketing departments have been in existence for well over eighty years while the profession itself goes back to before paintings of produce appeared on the walls of the Agora in Rome. Finance departments date back to long before when even stocks and shares were traded publicly. But according to a recent survey of sixty-three WFA members, marketing sourcing has been around on average for only five and a half years. The implications of this are clear to agencies who work with multiple clients and see different levels of maturity across procurement teams. Undoubtedly some marketing sourcing departments have a commercial imperative to disproportionately focus on making savings and this can have a detrimental impact on the relationship that the client has with its agency. Best-in-class sourcing teams in WFA’s membership display certain characteristics that others would do well to emulate. They are often embedded within marketing to the point that they are closely aligned on metrics for success. This helps both functions start the right conversations and work towards the same goals. This also requires the setting of procurement targets with a significant non-savings component which, even in some cases, include brand development goals. More than half of the most advanced sourcing teams in WFA’s membership employ staff with a background which includes at least five years in marketing. The global financial crisis has quickened the uptake of marketing procurement as a discipline. But while more marketing teams may have turned to procurement to help them get more for their marketing spend, it means the focus of the conversation is cash, rather than value. How can procurement set itself up so that when the financial onus is reduced, marketing still uses procurement partners as a go-to resource? Our research suggests two factors will determine this. The first is the extent to which different stakeholders are prepared to get marketing sourcing involved in those business processes where it was previously not involved. The second is ensuring procurement has the capabilities, knowledge expertise (and diplomatic skills!) to succeed. If a business considers both of these, then marketing sourcing is well placed to mature into a function that will continue to have a strategic role within the development and management of marketing communications. WFA’s SOURCINGFORUM is the largest global network of its kind and now comprises over five hundred global marketing sourcing directors meeting on three continents. Its mission is to help marketing procurement make progress in four main areas: the relationship it has with marketing, finance and other procurement functions; the image it has within the industry; the categories of marketing spend that it manages and, lastly, the way it oversees the selection, management, remuneration, and performance assessment of agencies. Through focusing on these issues and our members’ core priorities of agency remuneration, cost transparency and communicating procurement value to stakeholders, we aim to help sourcing teams position and sell their services internally and ensure that members working in this nascent discipline are best placed to deliver maximum value to their businesses. Peer-to-peerGROUPS
  • 20. 18 Attendees 2013 Paul Jackson, Mars (co-chair) Astrid Williams, PepsiCo (co-chair) Annabel Archer, Turner Broadcasting Marina Badlishah, Nestlé Jürgen Bänsch, ISFE Ian Barber, Advertising Association, UK Daniela Beaujean, VPRT Jan Bijloo, FrieslandCampina Talma Biro, IMA, Israel Marie Blanchard, Cosmetics Europe Fiona Blinzer, ESA Laura Boulet, UDA, France Paul Boykas, PepsiCo Niklas Briselius, SA, Sweden Adam Bryan Brown, Mondelez Katie Carson, Kellogg Dieter Carstensen, Lego Paco Casa, Grupo Bimbo Alessandro Cagli, Ferrero Simone Ceruti, Danone Eugenia Choi, GSK Sharolyn Choy, The Coca-Cola Company David Coleman, McDonald‘s Chiara Di Stefano, Ferrero Barry Dooley, AAI, Ireland Jeanette Drielsma, GSK Cécile Duprez-Naudy, Nestlé Sebastian Emig, ESA Rachel Finnegan, TIE Peer-to-peerGROUPS Loic Forgeois, Mattel Gonçalo Granado, Nestlé Brigitte Gwyn, Kellogg Maryke Hanneman, ENPC Stefan Haenen, EPC David Hartz, LEGO Maxim Hauk, ACT Dionne Heijnen, Mondelez Janis Herzig, PepsiCo Campbell Hodgetts, Unilever Kristin Hughes, Hasbro Sadaf Hussain, egta Enrico Iacovizzi, EMMA Benjamin Inwood, Advertising Association Mounir Jazouli, GAM, Morocco Khoo Kar Khoon, Nestle Amandine Labé, EMMA Julien Lafleur, Landmark Europe Yann Le Tallec, Mattel Jacques Lehodey, CPW Giulia Marcone, egta Lita Mardjuni, Nestlé Agnès Martin, Danone Scott McClellan, AANA, Australia Ed McDonald, AAI, Ireland Carla Michelotti, Leo Burnett Guilherme Monteiro Ferreira, GSK Nicholas Moschakis, EPC Susanne Mosmans, Mars Elke Nussbaum, VPRT Chiara Odelli, EASA Julie Paquay, Landmark Andrea Parola, EU Strategy Phoon Shi Fun, SAA Singapore Joanna Price, The Coca-Cola Company Christiaan Prins, Unilever Géraldine Proust, FEDMA Tamara Ramach, EACA Jane Reid, TSD Communications Digna Santos, PANA, Philippines Angela Shepherd, Mondelez Yves Schwarzbart, AIG Europe Anja Siegemund, Markenverbrand, Alexandra Simon, EACA Mitchell Simmons, Viacom Ioana Sirbu, EACA Vincent Sneed, AER Lily Tay, SAA Singapore Elizabeth Thomas-Raynaud, ICC Mary Catherine Toker, General Mills Truong Van Toan, Friesland Campina Ian Twinn, ISBA Vincent Vandepitte, P&G Catherine Van Reeth, TIE Wouter Vermeulen, The Coca-Cola Company Emma Wilson, Mattel Maria Xipsiti, FoodDrinkEurope Konnie Zhu, Ferrero
  • 21. 19 RACProgramme Responsible Advertising and Children Spotlight on food marketing Driven by the World Health Organisation, policy-mak- ers worldwide are exploring regulation in the field of food marketing to children. While some regulators continue to back industry self-regulatory efforts, no- tably in Europe and North America, there has been a spate of heavy-handed efforts to legislate, particularly in Latin America and Asia-Pacific. 2014 promises much if the 2013 developments in Chile, Peru, Mexico and Taiwan are anything to go by. The food industry is under pressure to step up its self-regulatory efforts on marketing to children glob- ally and ensure a comprehensive implementation of its commitments locally if it is to persuade policy-makers that self-regulation really can help achieve govern- ment policy objectives. Broader ethical considerations Far from being a distraction, the debate around food marketing has increased scrutiny of marketing to chil- dren on broader ethical grounds. The catalyst has been digital: children’s immersion in digital media and the way they interact with brands online have prompted concerns amongst parents and regulators. Are children exposed to inappropriate brand commu- nications? Is their privacy being adequately protected? More generally, does ultra-connectivity in today’s con- temporary culture negatively impact children’s social, emotional and cognitive development? By reaching out to parents, regulators and other stake- holders, Project Reconnect (www.project-reconnect. com) seeks to better understand these concerns and how brands might look to respond. Many of these ques- tions are too big for brand owners to answer alone but how society and governments choose to address these challenges will fundamentally impact the environment in which brands operate in the future. Due to be launched in early 2014, RAC is developing The Marketing to Children Roadtest. This online tool is designed to expose marketers to some of the more contentious brand behaviours as well the learnings from policy debates (and Project Reconnect discus- sions) so that they might apply them to their own brand marketing strategies. Media literacy In today’s fast-changing, ultra-connected digital en- vironment, one thing we all agree on is that children need the skills to deconstruct commercial messages from an early age. RAC has been driving the roll-out of media literacy pro- grammes, like Media Smart, for over a decade. Over four million children have been taught with the materi- als in Europe and 2013 witnessed the launch of Media Smart in Mexico. Brands with intrinsic appeal to children, perhaps more than any other, must be acutely aware of changing so- cietal sensitivities which can provoke regulatory inter- vention. Many are also conscious that the provision of effective media literacy programmes is critical to their longer term ability to appeal to children. Peer-to-peerGROUPS
  • 22. 20 Attendees 2013 Monika Agocs, SAB Miller Marta Baffigo, Kellogg Florian Banciu, L’Oreal Dave Baron, EASA Csaba Batyi, Diageo Jens Baumann, Nestlé Andres Bellmont Roldan, L’Oréal Laura Boulet, UDA, France Paul Boykas, PepsiCo Niklas Briselius, SA, Sweden Adam Bryan Brown, Mondelez Simone Ceruti, Danone David Coleman, McDonald’s Sarah Cuvellier, LVMH Chiara Di Stefano, Ferrero Tobias Eidem, SA, Sweden Loic Forgeois, Mattel Gonçalo Granado, Nestlé Oliver Gray, EASA David Hartz, LEGO Dionne Heijen, Mondelez André Hémard, Pernod Ricard Karolina Herbout, L’Oréal Yann Le Tallec, Mattel Sanziana Marcu-Lapadat, GSK Adrian Martinez Pacin, Intel Ed McDonald, AAI, Ireland Robert McGruer, LVMH Guilherme Monteiro Ferreira, GSK Susanne Mosmans, Mars Christiaan Prins, Unilever Sandrine Ricard, Pernod Ricard Angela Shepherd, Mondelez Mitchell Simmons, Viacom Kieran Simpson, Heineken Ian Twinn, ISBA, UK Olivier Van Horenbeek, AB InBev Vincent Vandepitte, P&G Astrid Williams, PepsiCo Peer-to-peerGROUPS
  • 23. 21 European action group Digital Society increasingly interacts and interprets the world today through a digital lens. For the first time in 2013 consumer time spent with digital media was expect- ed to have surpassed TV viewing time. And it is this heightened interaction between individuals and the digital world which continues to drive important Euro- pean and global policy considerations. The dominant digital concern for governments, media, broad sections of society and ultimately industry is the topic of data privacy. In Europe the central piece of legislation looking at the protection of individual’s data remains the proposed Data Protection Regulation. As this relates to the processing of all ‘personal data’, ac- cording to the broadest interpretation of the term, the potential implications for marketers are substantial. This factor, combined with the potential ripple effect which this dossier could have upon those countries around the world looking to strengthen or implement similar legislation, made this the primary topic for the EAG throughout 2013. WFA continues to assert its belief in the importance of ensuring proportionality, by adopting a risk-based ap- proach to data protection. That means where the pro- cessing of truly sensitive data takes place it is appropri- ate to have strong requirements to ensure meaningful consent has been granted. However where data is less sensitive and cannot, on its own, be used to identify the user a lighter form of consent or alternate legal basis for processing of data should be considered. Re- quiring the same level of consent for data used to re- call the product in your e-basket as for data detailing someone’s address or political beliefs would result in a substantial disruption to the online user experience and would almost certainly hold back the growth of the digital economy. Self-regulation Another critical theme for the EAG in 2013 was that of self- or co-regulation and the potential for this to address the complex and global challenges which lie ahead for the marketing industry. In an age where today’s challenges and opportunities emerge and traverse the globe at a rapid speed, ques- tions are being asked as to whether traditional, stand- alone legislation is the most effective remedy. Self-regu- lation has a prominent role to play in future policy-mak- ing however it is incumbent upon the industry to prove the legitimacy and effectiveness of such a policy tool; not just to regulators but also to consumers. Online Behavioural Advertising The self-regulatory programme for online behavioural advertising (OBA) continues to prove both its effective- ness and legitimacy in the eyes of all its stakeholders. At the European Commission-led OBA roundtable in November 2013, the framework’s progress across a number of areas was presented and strongly wel- comed by the European Commission. Through this self-regulatory initiative, consumer choice is effectively being championed in a dynamic, accountable and or- ganic way and the programmes upcoming extension to mobile will continue to prove its relevance and reactiv- ity to technological developments. As brands delve more deeply into the opportunities cre- ated by ‘big data’, exploring new terrains, higher levels of integration, enhanced use of user content and more sophisticatedtargetingtechniques,newtensionswillcon- tinue to arise. It will be critical that industry proactively seeks to self-regulate in order to ensure that these ten- sions can be effectively managed,avoided where possible or properly resolved should they escalate. Peer-to-peerGROUPS
  • 24. 22 Alcohol marketing Regulatory pressure from national govern- ments to restrict alcohol advertising has been rising globally. Driven by the percep- tion that alcohol marketing encourages harmful drinking habits, several countries have imposed new or strengthened existing legislative frameworks on alcohol advertis- ing in the last twelve months. In addition to national regulatory threats, the World Health Organisation and Europe- an regulators have included alcohol market- ing in their respective strategies to reduce alcohol-related harm. Against this challenging political backdrop, the world’s leading beer, wine, spirits and other alcohol beverage producers and their industry representatives have partnered with WFA to build one of the most ambitious self-regulatory systems ever undertaken by the sector. At EU level, one year after its publication, the Responsible Marketing Pact (RMP) has now reached its implementation phase. This three-tier, cross-media alcohol marketing self-regulation initiative launched by eight industry leaders, sets common standards to reduce underage access to and appeal of al- cohol marketing communications. The social media commitment aims at pre- venting minors from inadvertently seeing alcohol marketing communications on social media networks, by designing a Standard Alcohol Profile, composed of key safeguards intended to limit underage access to alcohol advertising. In order to prevent the content of alcohol ads from targeting minors, the commitment on appeal prescribes the first-ever blacklist of features primarily appealing to minors. RMP members will now refrain from using such techniques in all marketing communications. Finally, the commitment on placement sets a common adult demographic standard for alcohol beverage marketing communica- tions across all media, so as to limit under- age exposure to alcohol ads. Each of these commitments is subject to external scrutiny through independent monitoring and public reporting. At global level, WFA is collaborating with the International Center for Alcohol Poli- cies (ICAP) and the Global Alcohol Producers Group (GAPG). As a partner of their Com- mitments to Reduce Harmful Use of Alco- hol, WFA has worked to strengthen self-reg- ulation systems worldwide and is currently designing the Digital Guiding Principles, a comprehensive set of common guidelines for responsible alcohol advertising online. WFA has also actively participated in shap- ing the Draft ICC Framework for Respon- sible Marketing Communications of Alcohol, which will become the global reference for responsible alcohol marketing. Attendees 2013 Monika Agocs, SABMiller Mary Barazotto, Brown-Forman Csaba Batyi, Diageo Anders Bering, Carlsberg Katrine Bjerre Milling, Carlsberg Carol Clark, A-B InBev Stefano Fresi, Bacardi Gabor Garamszegi, SABMiller Amie Gianino, A-B InBev Rutger Goethart, Heineken André Hémard, Pernod Ricard Srna Herzog, Diageo Steve Leroy, A-B InBev Carolyn Panzer, Diageo Sandrine Ricard, Pernod Ricard Chris Searle, Bacardi Kieran Simpson, Heineken Kerry Walsh Skelly, Brown-Forman Roland Verstappen, Heineken Kristin Wolfe, SABMiller Peer-to-peerGROUPS
  • 25. 23 National Associations Council The National Associations Council is a global network of fifty-five national advertiser as- sociations on five continents, represent- ing sixty of the biggest ad markets around the world. The Council brings together the heads of the local organisations to share ideas, priorities and concerns on marketing and public affairs-related issues. The group is chaired by Mike Hughes from ISBA in the UK and convenes annually dur- ing WFA’s Global Marketer Week. The group exchanges ideas in the field of membership recruitment and retention in the face of a challenging economic environment and on how to improve the services they deliver their respective corporate members both in the field of marketing communications and public and regulatory affairs. In 2013, the group brought together thirty-five members in Brussels to share inspirational case studies in the area of marketing commu- nications as well as local initiatives they had driven to champion the role and value of mar- keting communications in society. The case studies presented in the field of marketing communications, included me- dia data pool benchmarking led by CAA Argentina, the UBA Marketing Academy in Belgium, ACA Canada’s Marketer’s Pulse Panel and ANDA Chile’s ‘Sustainable Mar- keting Initiative’. Local efforts to champion the role and value of advertising to consumers and so- ciety, included the ‘Finnish Ad Museum’, BVA Netherlands’ ‘24 Hours of Advertis- ing’ and SA Sweden’s Value of Advertising Campaign. Throughout the course of the year, the network’s members conducted a number of benchmarking exercises on a variety of topics, including on TV ad production costs, advertising on public broadcast channels, cost of print audience research, digital de- livery of TV advertisements and ad taxes. Media audience measurement is also top of mind with associations looking to set and reinforce measurement standards in their respective markets. Peer-to-peerGROUPS Attendees 2013 Mike Hughes, ISBA, UK (chair) Hanne Alblas, BVA, The Netherlands Sergio Azevedo, ABA, Brazil Alina Bain, AANA, Australia Fyodor Borisov, RAA, Russia Manuela Botelho, APAN, Portugal Jean Cauchefert, UDA, France João Ciaco, ABA, Brazil Mario Davis, ANDA, Chile Carlos Delgado Pereira, ANDA, Colombia Jan Morten Drange, ANFO, Norway Tobias Eidem, SA, Sweden Anders Ericson, SA, Sweden Helen Faasse, BVA, The Netherlands Tatsuo Fujikawa , JAA, Japan Ritva Hanski-Pitkäkoski, ML, Finland Hou Yunchun, CANA, China Mounir Jazouli, GAM, Morocco Jia Tao, CANA, China Barbara Krajnc, SOZ, Slovenia Ron Lund, ACA, Canada Gafar Lutian, PANA, Phillipines Isabel Matz, OWM, Germany Ed McDonald, AAI, Ireland Lindsay Mouat, ANZA, New Zealand Gérard Noël, UDA, France Bharat Patel, ISA, India Otaviano Pereira, ABA, Brazil Juan Ramón Plana Pujol, AEA, Spain Rafael Sampaio, ABA, Brazil Milena Štular, SOZ, Slovenia Hideto Takada, JAA, Japan Chris Van Roey, UBA, Belgium Anne-Sophie Vilain, UBA, Belgium Wang Shanchuan, CANA, China
  • 26. 24 WFA’s hometown of Brussels played host to the Global Marketer Week from March 4-8, the occasion of the organisation’s sixtieth anniversary. WFA teamed up with its local member, the Belgian Advertisers Association to put on a week of events, the showpiece of which was the Global Marketer Conference. The conference brought together over five hundred delegates from over thirty countries. Given the theme of the conference was ‘Growth’, it was fitting that the keynote was given by the European Commissioner for Trade, Karel de Gucht, who shared his thoughts and aspirations for an EU-US Free Trade Agreement, potentially the largest trade agreement in history. WFAEVENTS2013 Global Marketer Week, Brussels 1 6 2 87 The audience was then treated to insights and perspectives from a roster of Chief Marketing Officers, including Andy Fennell, Global CMO, Diageo, Kimberly Kadlec, Vice-President, Global Marketing Group, Johnson & Johnson, Miguel Patricio, Global CMO, Anheuser-Busch InBev as well as Vice Chairman of Ogilvy Group, Rory Sutherland. WFA also teamed up with Edelman to present the results of the very first Global Brand Purpose Survey. On the basis of responses from its members all around the world, the research offered insight into what brand purpose means to marketers, how that might differ across countries and regions, how it might differ from the consumers’ perception of purpose and marketers’ views on which companies were the most successful in terms of effectively marketing brand purpose. A number of satellite events were held throughout the week. The WFA/Facebook- sponsored CMO World Tour kicked off proceedings, during which Fred Colas of FullSix recounted his experiences of conducting in-depth filmed interviews with over twenty-five CMOs from around the world on their personal views on digital and what they felt the Digital Age would mean for marketers. This year, Project Reconnect (www.project- reconnect.org), working with the research group Firefly Millward Brown, invited a
  • 27. 25 WFAEVENTS2013 3 4 5 11109 group of marketers, regulators and a panel of teens into the European Parliament to ask them what they liked most about brands, digital brand marketing and what they thought brand marketers could do less and more of. The session was hosted by Anna Maria Corazza Bildt MEP who was able to quiz the teens herself in view of ongoing European regulatory discussions about data collection and privacy. As with every year, WFA partnered with the magazine, Contagious, for our annual Contagious Inspiration event hosted by Google, an opportunity to look into the most cutting edge and innovative global marketing campaigns from the previous year. The week also included a series of internal WFA member peer-to-peer meetings, including the Annual General Meeting, the Executive Committee and the CMO Board, which brings together global CMOs for a half day to engage each other and hand- picked industry experts in order to address their pre-selected priority issues. Karel de Gucht Kimberly Kadlec Global Marketer Conference Miguel Patricio Contagious at Google CMO World Tour Rory Sutherland Cocktails at the Atomium Andy Fennell Gala dinner at the Egmont Place Tatsuo Fujikawa, Hideto Takada, Junie Lutian 1 3 5 2 6 7 8 9 10 11 4
  • 28. 26 people worldwide. In short, advertising is at the very heart of a free and open society. Reviewing case studies and initiatives driven in markets including the UK, Brazil, US and Sweden, delegates at the summit agreed on the indisputable evidence that advertising adds significant value to people’s lives but lamented that these benefits are too often passed over or neglected by regulators in public policy discussions. With this in mind, delegates at the Summit concluded that industry should be more effective at promoting a broader On Thursday 6th June, global advertising industry leaders met in New York for the 10th Global Advertising Summit. Taking a step back from ongoing policy discussions around public health and online privacy, the Summit focused on the importance of fostering a better understanding of the numerous benefits of advertising for consumers, the economy and society at large. Advertising boosts growth, innovation and competitiveness. It underpins the freedom of the media, enables consumer choice and finances an unprecedented range of online services that empower, benefit and entertain WFAEVENTS2013 Global Advertising Summit, New York City 1 32 understanding of advertising’s role and value in a bid to restore some balance to growing, often unfounded, calls for advertising restrictions. Notwithstanding the importance of honest debates about today’s major public policy challenges, advertising in and of itself is a force for good and it falls on advertisers, agencies and the media to successfully communicate this to a broader audience. Working with our partners worldwide, WFA agreed to make this a priority and on a number of concrete actions that the industry might look to undertake. 6
  • 29. 27 WFAEVENTS2013 Tim Lefroy Robert Liodice Anders Ericson Mike Hughes Dick O’Brien & Nancy Hill Malte Lohan 1 3 5 2 6 4 54 7
  • 30. 28 On May 23-24, WFA co-hosted its 10th Annual Latin America Regional Meeting together with Uruguayan Advertisers Association (CAU) in Montevideo. The forum brought together the WFA’s National Advertiser Associations from Argentina, Brazil, Chile, Colombia, Guatemala, Panama, Paraguay, Peru and Uruguay, as well as senior corporate members from companies with activities in the LATAM region, including Grupo Bimbo, Diageo, Nestlé and Ferrero. The Bolivian Advertiser Association also participated in these meetings for the very first time. Discussions covered public affairs issues related to responsible food and alcohol marketing, effective advertising self- regulation and the challenges posed by public policy discussions in relation to marketing and children. Marketing issues covered trends in digital marketing WFAEVENTS2013 Latin America Regional Meeting, Montevideo 1 7 32 98 and achieving credible media audience measurement. The meetings were chaired by the WFA Regional Vice-President for Latin America and President of the Chilean Advertisers Association (ANDA Chile), Mario Davis. 2014’s annual meeting will be hosted by the Panamanian Advertisers Association in Panama City.
  • 31. 29 WFAEVENTS2013 Mario Davis Norma Bueno Javier Medrano María Ofelia Elías Rodolfo León Laura Pretini Roberto Diaz Javier Hinojosa Rafael Sampaio Philip Pérez Alexsandra Machado Miguel Ángel Aranda 1 3 5 2 6 7 8 9 10 11 12 4 4 5 6 10 11 12
  • 32. 30 Steve Lightfoot Senior Manager Global Marketing Procurement Steve has been with WFA for seven years and manages a global group of over 450 marketing procure- ment contacts. Steve offers be- spoke consultancy to this network and is facilitating delivery of servic- es to Asia-Pacific and Latin Ameri- can based sourcing contacts. Prior to joining WFA, Steve com- pleted a research Masters in mar- keting at the University of Leeds. Originally from the UK, Steve speaks French and English. Matt Green Senior Manager Marketing Communications Matt is responsible for the deli- very of research, benchmarking and consultancy services to the WFA MEDIAFORUM and setting the agenda, for discussion and approach, to core global media is- sues. As well as providing services to brands based in Europe and North America, Matt is facilitating the expansion of the network into China and India. Matt is a British national and has had the pleasure of working for global clients as media agent with MediaCom, and as client lead with two media management consul- tancies, including Ebiquity. Robert Dreblow Marketing Communications Director Robert leads the WFA’s marketing offering. His focus includes cham- pioning member priorities at WFA and industry events, keeping mem- bers updated on key trends and overseeing peer groups for inte- grated marketing communications, media, digital marketing, sponsor- ship and marketing procurement. Prior to joining the WFA, Robert was an Associate Director at Media- Com where he spent 8 years split between London and Toronto. Will Gilroy Director of Communications Will joined the WFA in 2002. He heads up internal and external communications and leads the WFA public affairs work on food marketing and marketing and chil- dren. He also has special regional responsibilities for Latin America and Asia-Pacific. Since October 2012, he has been based in Singa- pore. Prior to joining the WFA, he worked as a press and TV journalist work- ing in France, UK and Spain for cli- ents, such as ARTE, Channel 4 and The Times, London. A British na- tional, Will is a graduate of Modern Languages from Oxford University and speaks French and Spanish. Stephan Loerke Managing Director Stephan manages the WFA secretariat, oversees all work carried out on behalf of its members and is the WFA’s principle spokesperson. He sits on all WFA public affairs and marketing committees as well as on the WFA Executive Committee and the boards of the European Advertising Standards Alliance and the Advertising Education Forum. Prior to joining WFA, Stephan worked at the United Nations in New York and later in both marketing and management roles at L’Oréal. Combining French and German nationalities, Stephan speaks French, German, English, Dutch and Spanish. Staff
  • 33. 31 Karine Lesuisse Office Manager Karine has been the first point of contact for all WFA members for many years. She is responsible for the back office, the everyday run- ning of the secretariat, personnel and finance issues. Theresa and Karine work in tandem for all ad- ministrative issues and support each other for meeting logistics. A Belgian national, Karine speaks English and French. Any Ung Marketing Communications Manager After five years working on the agency side, Any joined WFA’s mar- keting team in 2010. She leads the IMCFORUM, a pioneering group for global and regional marketing leaders. She is responsible for set- ting the group’s agenda, facilitating benchmarking and peer research and expanding the IMCFORUM global footprint. Her responsibili- ties also include the management of the CMOFORUM and WFA’s stra- tegic partnerships, as well as the organisation of the annual Global Marketer Week and webinars on priority marketing topics. A French national of Chinese ori- gin, Any speaks French, English, Spanish and Cambodian. Theresa Ruess Member Relations & Event Coordinator Theresa joined the WFA in Septem- ber 2010. She supports Karine in running the office and is in charge of the logistics for all WFA meet- ings and events. Theresa is also responsible for the WFA database. A German national, Theresa speaks German, Dutch, English and French. Stephanie Bouvard Marketing Director Asia-Pacific Stephanie joined the WFA in No- vember 2013 and is based in Singa- pore. Her role is to further expand the WFA presence across the APAC region by growing the network, engaging and championing global members locally and ensuring the WFA’s presence at key industry events. She has over twelve years of global marketing and media ex- perience working across the spec- trum of multi-nationals, agencies and media owners as well as APAC start-ups and entrepreneurship ventures. Of dual French and English nation- alities, she speaks English, French, German, Spanish and is learning Japanese. Susana Cohen Latin America Regional Manager Susana is a Mexican national, who studied Law at the Instituto Tec- nologico Autonomo de Mexico (ITAM). She has almost ten years of experience working in the Mexi- can government as the head at- torney for regulatory, legal and public affairs at the Mexican Con- sumer Products Association (CON- MEXICO) and as a freelance lawyer specialising in international law. Susana has responsibilities for na- tional associations and corporate members in Latin America. She is based in Mexico City but works closely with the WFA team in Brussels. She speaks English and French as well as her native Spanish. PaoladeLaBaume Public Affairs Manager After four years as a parliamentary assistant and campaign chief for a French member of the French National Assembly, Paola joined WFA’s public affairs team in 2012. She leads WFA’s advocacy work on alcohol-related issues. A French national, Paola speaks French, Italian and Spanish and graduated from Sciences Po Paris. Chris Payne Public Affairs Manager Chris joined WFA in 2013 and is responsible for leading advocacy work in relation to digital advertis- ing. He represents WFA within the European Interactive Digital Adver- tising Alliance and manages the European Action Group and the Digital Governance Exchange. Previously, he worked for a London- based public affairs consultancy, in public affairs and communications roles at CEMEX and General Elec- tric and as an adviser in both the UK and European Parliaments. Minakshi Pai Marketing Communications Manager Minakshi joined WFA’s marketing team in early 2012 and currently leads the DigitalForum as well as the National Associations Coun- cil. She works with the Digital- Forum to facilitate peer to peer exchange between members on knowledge and experiences in the field of interactive marketing. She also manages WFA’s global network of sixty National Advertiser Associa- tions on six continents. Minakshi is a Canadian national and has previously worked in Belgium, the UK and Canada. She speaks English, French, Bengali, Hindi and a smattering of Tamil.
  • 35. 33 Global Digital Media Trends MEDIATRENDS Toyota Meals Per Hour Toyota is renowned for its efficiency. This year, it donated that expertise to a relief agency to help deliver food parcels to the Rockaways area of New York, which was still struggling to rebuild itself eight months after Hurricane Sandy tore through the area in October 2012. The automotive company’s Meals Per Hour initiative (Contagious 36) applied the ‘kaizen’ principles of the Toyota Production System – where many small improvements are made to a process to create a much larger overall impact – to Metro Food Distribution’s system. As a result of Toyota’s intervention, the agency increased the number of parcels it could fit in each truck from 864 to 1,260 and reduced the packing time of each box from three minutes to just 11 seconds. A film detailing the process (via 360i, New York) achieved more than a million views on YouTube, with the carmaker donating one free meal for every view. This initiative is an innovative approach to philanthropy, which sees Toyota donate not funds but its own business expertise to help cash-strapped charities run more efficiently. The Toyota Production System works with 40 organisations, half of which are non-profits that receive the services for free. Heineken Ignite Products themselves can be enhanced by technology to provide better experiences or even, in the case of Heineken, become ‘part of the party’. The Dutch beer brand launched the world’s first smart beer bottle at Milan Design Week in April this year as part of its Lounge of the Future concept. Each Ignite bottle (Contagious 35) lights up when it comes into contact with another Heineken, sparks when someone takes a sip, and ‘sleeps’ when it is not being held. The bottles can also be remotely activated by specially developed software – so, for example, they could be synchronised to a beat in a nightclub. All of these functions are controlled by a circuit board, housed in the base of the bottle, which contains eight LEDs, an 8-bit microprocessor, an accelerometer and a wireless network transceiver to communicate with the outside world. The Ignite bottle was developed using Tribal DDB Amsterdam’s Spark rapid prototyping programme, run in partnership with Massive Music and Contagious’ own Insider consultancy division. Heineken tested pilot versions of the bottle in seven of its top 25 markets, and is working on Ignite 2.0 for 2014. www.heinekenignite.tumblr.com Volvo Trucks Epic Split Belgian martial artist, actor and director Jean- Claude Van Damme does the splits in between two moving trucks to promote Volvo Trucks’ new dynamic steering system. His incredible achievement has been viewed more than 52 million times on YouTube and has generated stacks of global PR for the brand. The camera pans out from Van Damme as the two trucks part and the 53-year-old stays attached to both while doing the splits. A soundtrack choice that is weird and wonderful in equal measure – Enya’s Only Time – provides the ethereal accompaniment for Van Damme’s astonishing feat. Epic Split is the latest – and by far the most popular to date – of Volvo Trucks’ content-led push. Co-created with agency Forsman & Bodenfors in Gothenburg, the films are geared towards raising awareness and standing out from rival brands. The viral quickly reached meme status with fans photoshopping their faces on to Van Damme’s body. New York-based visual effects shop Artjail superimposed disgraced Toronto Mayor Rob Ford so effectively, that it looked as if he was attempting the gymnastic stunt himself: the spoof video has received nearly 2 million views on YouTube. From Russian President Vladimir Putin straddling two fighter planes (via 9GAG.com) to actor Channing Tatum recreating the stunt for upcoming film 22 Jump Street, Van Damme and Volvo Trucks have reached pop-culture zeitgeist. www.youtube.com/user/VolvoTrucks Extracts from Most Contagious 2013
  • 36. 34 Kleenex Achoo by Kleenex Recognising that Google is a first port of call for information, tissue brand Kleenex in the UK teamed up with media agency Mindshare in May to develop an adaptive planning tool that tracked searches for cold and flu remedies. In one of the smartest uses of multiple data sources we have seen, this information was then correlated with historical public data showing visits to the doctor in order to predict likely flu outbreak areas with 96% accuracy. Using this model Kleenex was able to deploy media in only the areas suffering from flu, leading to a 40% year-on-year sales increase in the first two months of the campaign. Later in the year, Kleenex USA used a similar approach (with data from America’s Centers for Disease Control) to predict where winter flu would strike next. At the my-achoo.com microsite, people can enter their zipcode to discover if the virus is likely to hit their neighbourhood in the next three weeks (Contagious 37). Supported by TV ads and a nationwide promotional tour, the campaign secured 750 PR placements across traditional and social media outlets and engaged with more than 2,000 people in the worst US flu-affected cities. www.my-achoo.com McDonald’s TrackMyMacca’s With food provenance an increasing concern for many people, McDonald’s in Australia released an app that enabled customers to find out from where the constituent parts of their meal had been sourced. The TrackMyMacca’s app (Contagious 34) used GPS and image recognition, combined with date and time information, to establish where and when a particular McDonald’s menu item was purchased. It then overlaid that information with data from McDonald’s supply chain in real time. Finally, it served up an unexpectedly immersive story about the meal’s journey, using augmented reality to transform the restaurant table-top into a farmyard or ocean scene – with the narrative unfolding not only in accordance with what the customer was eating, but also tailored to their location. www.trackmymaccas.com Vodafone Fakka In Egypt, it is common for small-shop owners to offer items such as sweets, chewing-gum or mints instead of small change. But Vodafone Egypt proposed that vendors hand out its mobile phone credit ‘micro-recharge’ cards instead of these unwanted items. Vodafone positioned its cards as a new currency, calling them ‘Fakka’ – Arabic for petty change (Contagious 35). The telco then distributed the Fakka cards to vendors in denominations of 50 piasters, 1 Egyptian pound and EGP1.5 ($0.07-$0.22), later adding an EGP3 card due to popular demand. Vodafone and JWT, Cairo, claimed that Fakka revenues exceeded the brand’s original target by 510%. The initiative increased average revenue per Vodafone user by 7% and there has been a steady 10% increase in distribution of Vodafone Fakka across the country. The cards have enabled Vodafone to create the biggest telco distribution network in Egypt, hitting more than 46,000 retailers. www.tinyurl.com/fakka-JWT
  • 37. 35 MEDIATRENDS Extracts from the Most Contagious 2013 report are reprinted courtesy of Contagious Communications limited. Contagious provide marketing communications insight and intelligence for brands, through consultancy,onlineandprintbasedresources and events. Please contact us to find out more information talk turkey@contagious. com, or visit our website contagious.com This article does not necessarily reflect the views of the WFA. StarHub Mobile MySmartEye To help blind people in Singapore, telecoms company StarHub partnered with the Singapore Society for the Visually Handicapped to create MySmartEye, an app that harnesses a community of volunteers to identify objects that the visually impaired can’t see. After downloading the app, users can photograph an item, scene or piece of information they are having trouble deciphering. The app shares this image with the charity’s volunteers, who identify the troublesome image, texting a detailed description back. Through text-to-speech technology, the visually impaired user then receives a voice description. Volunteers can quickly and easily report any erroneous answers, via YouTube and Facebook, to root out mistakes or misdirection. The platform averaged 3.7 replies to each query within 20 seconds. The system of self-regulation also minimised erroneous answers to just 0.004% of replies. The project, via DDB, Singapore, won a Gold Lion in the Direct category at the 2013 Cannes Lions festival. Asazuke No Moto Funfair in Your Mouth Taking a leaf out of the Mary Poppins playbook, Japanese vegetable seasoning sauce Asazuke No Moto has taken on the challenge of trying to persuade kids to eat vegetables by digitally gamifying the experience. The brilliantly named Funfair in Your Mouth website takes kids on a virtual ride through the sky or on a rollercoaster while, thanks to the position of their head and mouth being tracked via webcam, they are challenged to catch as many virtual vegetables as they can by chomping their mouths as they fly by. Blurring digital with the real world, kids are encouraged to hold up actual vegetables in front of their webcam and are rewarded with a fireworks display for every bite they take. Created by Beacon/Leo Burnett Japan, with production by interactive studio Birdman in Tokyo, the campaign has already achieved an impressive 130% sales increase for Asazuke No Moto sauces, with 2.5 million virtual vegetables – and 25,000 real vegetables – consumed. www.mouth.jp Audi AudiUSA .com Algorithms are increasingly being employed to create unique online experiences, anticipating needs and even learning from people’s behaviour. AudiUSA.com, built by agency AKQA, San Francisco, uses 27 different self-scoring algorithms to automatically customise the whole user experience. ‘From the moment that you come to the site, Audi knows who you are, what you last bought on other websites, where you live, how many kids you have, your rough income,’ Ben Jones, chief technical officer at AKQA, explained (Contagious 36). ‘What this means is instead of having to search for their perfect car, the user is automatically presented with it. ‘Even errors are data points: when the site is wrong, and you click from the car the site has selected for you to a different one, the algorithm will reverse-correlate and update itself. It self-learns.’ www.audiusa.com
  • 38. 36 OUTLOOKDATA 0 100 200 300 400 500 600 700 -15 -10 -5 0 5 10 15 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) Total global adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com) 32% 12% 37% 9% 0% 6% 4% 2004 Media mix Newspapers Magazines Television Radio Cinema Outdoor Internet 2014 15% 6% 40% 6%1% 6% 26% Source: Warc Data & Forecasts (www.warc.com) 3,1 3 3,7 3,9 1,4 1,3 2,2 2,3 4,9 4,7 5,1 5,4 0 1 2 3 4 5 6 2012 2013 2014 2015 Yr-on-yr%change Economic outlook, 2012–2015 Global Advanced Economies Emerging Market and Developing Economies Source: IMF Economic Outlook, January 2014
  • 39. 37 TV holds steady Within the individual media that contribute to these adspend totals, we forecast that TV will affirm its place as the world’s biggest ad channel in 2014, even with the rising popularity of digital over recent years. The channel has actually taken share in terms of adspend over the past decade, from 37% of the global all-media total in 2004 to 40% in 2014. TV’s adspend share varies from market to market, but maintains its preeminent position in most; its share approaches two in three of every ad dollar spent in many South American and Asian nations. At the same time, in a bid to follow consumers’ increasingly fragmented daily media usage patterns, advertisers continue to shift budget to search, display, social, online video and – especially – mobile ads: digital touchpoints’ share of the global total is set to hit 26% this year, up from 4% in 2004. Moreover, in some mature markets, most prominently the UK, internet has already become the largest single ad channel – a pattern that will likely be repeated in more and more markets over the years to come. Perhaps unsurprisingly, the biggest victim of these trends has been the print media: collectively, newspapers and magazines accounted for 44% of global above-the-line adspend in 2004, a total that is set to drop to 21% this year. The economic outlook This adspend growth reflects trends in the broader economy. Shaking off the effects of the global financial crisis, GDP growth around the world is set to accelerate this year and next. Global output, from expanding by +3% in 2013, is set to rise by a further +3.7% in 2014 and by +3.9% next year; such consistent growth will be partly powered by a marked improvement in performance by advanced economies. In particular, an uptick in GDP in the US will be a crucial factor in the global acceleration. The world’s largest economy, which still accounts for over 20% of total global output, is forecast to grow at an annualised rate of +2.8% this year, a significant leap from +1.9% in 2013. Across the “advanced economies”, as grouped by the International Monetary Fund (IMF), there will be a jump in growth between 2013 and 2014, rising from +1.3% to +2.2%; this is a sign that, after years of economic volatility through the after-effects of the credit crisis and Eurozone debt problems, a broad-based economic recovery is gaining traction. But, by contrast, growth is set to be proportionally smaller in the developing economies of Asia, Latin America and Africa, which have faced a variety of headwinds to growth over the past year. Collectively, this bloc is forecast to see an expansion of +5.1% in 2014 following +4.7% growth last year. While still representing a faster rate of expansion than the advanced economies, this nevertheless represents a narrowing of the “growth gap” between the two economic blocs. Marketer optimism rises At the beginning of 2014, marketers are more optimistic than they were this time last year, according to latest results from Warc’s Global MarketingIndex,aforward-lookingindicatorbasedondataderivedfrom amonthlyworldwidepollofagencyandclient-sideindustryprofessionals. The index tracks responses on three separate issues affecting marketers: trading conditions, marketing budgets and staffing levels. In all regions, the Headline GMI metric, which synthesises responses on all three of the marketing issues, registered a significant rise in late 2013: respondents recorded a reading of 55.0 in January 2013, rising to 57.9 in January 2014. A reading of 50 implies neutral sentiment, suggesting that marketers now collectively feel more positive than before on conditions in their industry – and that things are likely to improve further as the year goes on. The most striking trend across the year of GMI data is the improvement of sentiment in Europe. Headline GMI there rose from a barely-positive 51.9 last January to 58.7 in January 2014. In Asia- Pacific, these readings registered a less dramatic shift, up from 53.8 to 57.7, while North America registered a small decline from 58.0 to 56.5 over the same period. This is an early signal that Europe’s marketers are becoming much more optimistic, relative to their peers. It also represents the first time that marketers in different regions have been broadly aligned in outlook since the start of the survey at the end of 2011. Global advertising spend & economic outlook, 2014-2015 OUTLOOKDATA Adspend around the world is set to see consistent growth over the years to 2015, reflecting a general improvement in the broader economy, according to latest forecasts from Warc. Overall, adspend is predicted to increase by +5.2% in 2014, reaching $554.5bn at current prices for the year. This is a significant jump from 2013’s growth rate of 3.2%, and is set to be reinforced by another strong year in 2015, during which global adspend is forecast to rise by a still higher 5.5%. Warc collates actual advertising expenditure for 85 markets, and has produced forecasts for key markets for 2013–15. Using a combination of adspend data and broader GDP forecasts from the OECD and IMF, we set out below some current ad industry trends. All regions are set to record net adspend growth for 2014, withthestrongestperformance,intermsofannualincreases, coming from Central and South America. Elsewhere, Asia- Pacific’s near double-digit growth throughout the forecast period will see the region overtake Europe to become the world’s second-largest advertising region; it is forecast to account for $159bn in 2014, compared to Europe’s $153bn. But both regions will remain well behind North America, which is set to record adspend of just over $177bn this year.
  • 40. 38 OUTLOOKDATA Global Americas Asia Pacific Europe jan./12 m rt./12 m ei./12 jul./12 sep./12 nov./12 jan./13 m rt./13 m ei./13 jul./13 sep./13 nov./13 jan./14 * Headline GMI combines data for trading conditions, marketing budgets and staffing. 40,0 45,0 50,0 55,0 60,0 65,0 Global Marketing Index: Headline GMI* by region Source: Warc Data & Forecasts (www.warc.com) (*Headline GMI combines data for trading conditions, marketing budgets and staffing. Above 50 = improving conditions; below 50 = declining conditions) 0,0 20,0 40,0 60,0 80,0 100,0 120,0 140,0 160,0 180,0 200,0 -20 -15 -10 -5 0 5 10 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) North America adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com) 0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 -10 0 10 20 30 40 50 60 70 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) Latin America adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com)
  • 41. 39 Regional analysis North America North American adspend growth will remain consistent throughout the forecast period, rising from an estimated +2% annual increase in 2013 to +4% in 2014, before growth is pared slightly to +3.5% next year. A considerable improvement in the prospects for the US advertising market will underpin this trend. Overall adspend in the US – still the world’s largest ad market, accounting for over 40% of the world’s total spend each year – is set to increase +4% in 2014, a significant jump from the +2.4% recorded in 2013. In particular, US adspend will see a boost from TV, up +4.5% in 2014, with the channel bolstered by extra investment among advertisers around the Olympic Games and the midterm elections; meanwhile, internet adspend will rise +12.7%. With the broader economy gathering strength, a recovery in the housing market well under way and unemployment tracking down to 6.6% according to latest official data, prospects for the world’s largest ad market appear bright. Canada, while a much smaller ad market, is set to record a similar performance to its neighbour in growth terms, with all-media adspend up +2% in 2013 and +3.5% this year. Having weathered the global economic crisis of recent years far better than most of its fellow advanced economies, the nation is forecast steady GDP growth of +2.2% this year. Latin America Warc estimates suggest Latin America will remain the world’s fastest- growing region for adspend across the forecast period, reflecting rapid development in the region’s communications industries. Adspend across the region is set to hit +9.8% this year, up from +8.1% in 2013 – and reaching a total of $38bn. Prospects for 2015 are still better, with forecast growth of +11.6%. This outperformance will come despite the economy of Brazil, the region’s largest, facing significant challenges. Urban unrest, due in part to a perceived lack of infrastructure spending and government corruption, defined the nation’s political scene in 2013 and threatens to cast a pall over its hosting of the 2014 football World Cup: an event that would usually have a positive effect on the host nation’s economy and advertising market. Latest forecasts suggests that the nation’s economy will grow by just over 2% this year, following similar expansion in 2013; these totals are well below the nation’s own historical trends – its average GDP growth rate from 2000–08 stood at 3.7% - and also the performance of regional rivals. Mexico is forecast +3% GDP growth in 2014. Nevertheless, the Brazilian advertising market is expected to decouple from broader economic trends during the forecast period, with the nation’s all-media adspend set to rise +10.4% this year, up from +6.4% in 2013. The impetus for this expansion will come from TV, Brazil’s largest ad medium by far, which is set to rise by +11.6% in 2014. The strength of the nation’s ad sector was also in evidence at the Cannes Lions in 2013. Brazil confirmed its position as a creative powerhouse by being listed among the most-honoured nations at ad land’s “Oscars”, taking two of the 13 Grand Prix; a Brazilian shop, Ogilvy Sao Paulo, was also named most creative agency of the year at the festival. Europe Adspend growth in Europe is set to see a marked upturn throughout the forecast period, but will nevertheless be generally slower than other regions. An apparent stabilisation in the debt crisis that caused much economic and political volatility in Europe over recent years – and also led to many of the region’s larger advertisers adopting a conservative marketing strategy – should lead to an improvement in the business climate. Latest forecasts suggest that pan-European adspend will reach +3.1% this year and +2.9% in 2015, following 2013’s flat growth. But the region encompasses a two- or even three-track recovery, with individual nations and economic blocs recording markedly different performances, according to our economic and adspend data. The IMF predicts a GDP expansion of just +1% this year for the Euro area – including France and Germany – while Russia is set to rise by around +2% and the UK by +2.4%. Similarly, non-euro nations are set to outperform in terms of adspend growth; Russian investment is forecast to expand by +10.7% in 2014, compared to +5.4% for the UK, while Germany and France are both forecast slow growth of +1.2% and +0.4% respectively. Russia’s 2014 expansion will be driven by the positive effect of the 2014 winter Olympic Games, which it hosted in February, and by the comparatively undeveloped state of its advertising market relative to the rest of the region: Russia’s annual adspend has recorded double- digit growth in nine of the last 10 years, with growth of over +20% for five of these years. Nevertheless, the nation faces significant future headwinds in terms of the broader economy, not least due to the lingering effects of high inflation – with the Consumer Price Index (CPI) running at over 6% according to latest official data – and low domestic business investment. Recent guidance from Russia’s central bank also suggested that GDP growth could remain at or below +2% per year over the period to 2016. The UK’s strong recent performance also comes with some caveats. The UK suffered more in the global financial crisis of the late 2000s than its eurozone counterparts, and – unlike Germany and France – has yet to return to its pre-crisis output peak. The sustainability of its economic recovery, which was driven mainly by consumer spending and services rather than business investment and exports, remains in doubt. That said, the nation’s ad sector is unusually diversified, and is well-placed to benefit from advertisers’ general shift towards digital. The UK is forecast +12.7% growth in internet adspend for 2014, compared to +8.6% for Germany and +5% for France. Meanwhile, the eurozone periphery, which suffered worst in the government debt crisis of recent years, will continue to experience tough times. Both Italy and Spain are forecast GDP growth of less than +1% for 2014; meanwhile, Italian adspend will face another year of contraction, predicted to be down -0.2% for the year, while Spanish adspend is forecast to grow just +1.2%. OUTLOOKDATA
  • 42. 40 OUTLOOKDATA 0,0 20,0 40,0 60,0 80,0 100,0 120,0 140,0 160,0 180,0 200,0 -25 -20 -15 -10 -5 0 5 10 15 20 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) Europe adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com) 0,0 5,0 10,0 15,0 20,0 25,0 30,0 -10 -5 0 5 10 15 20 25 30 35 40 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) Middle East & Africa adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com) 0,0 20,0 40,0 60,0 80,0 100,0 120,0 140,0 160,0 180,0 -5 0 5 10 15 20 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yr-on-yr (%) change (Bars) US$ bn (Line) Asia Pacific adspend 2003-2015 Source: Warc Data & Forecasts (www.warc.com)
  • 43. 41 Middle East and Africa This region will see a very varied performance throughout the forecast period, from registering a net decline in 2013 (-3.4%) to returning to strong growth this year and next, rising +4.7% and +7.6% respectively. Improvements in network infrastructure – particularly in sub- Saharan Africa – and data collection will be primary factors in the development of the region’s advertising markets throughout the forecast period. But it should also be noted that the Middle East and Africa remains the world’s smallest region by far in terms of adspend, and is expected to account for just under $25bn of investment in 2014. TV remains dominant in the Middle East, home to some of the world’s wealthiest nations in terms of per-capita GDP. Broadcaster data suggest that viewers in the region watch 7.5 hours of TV per day – among the highest rates in the world – with pay-TV set to penetrate 20% of Middle East and North African households by 2017. Meanwhile, digital – especially mobile-first platforms – is gaining strongly across MEA as a whole. Analysis released in early 2014 from eMarketer suggests that ecommerce sales are rising at a rate of +20% a year – higher than anywhere except for Asia-Pacific – while social media adspend, an increasingly lucrative subset of the digital marketing repertoire, will rise by +63.9% in the region this year – almost twice as fast as anywhere else. This advertising growth will be underpinned by generally improving economic conditions. Latest IMF forecasts suggest that the Middle East and North Africa region will expand by +3.3% this year, with sub- Saharan Africa growing by a still-quicker +6.1%. Asia Pacific Asia Pacific adspend is predicted to rise +7.8% in 2014 and by +7.6% in 2015, due in part to continued solid performance from the region’s largest economies. The regional powerhouses of China and Japan in particular are forecast to perform comparatively well. China will consolidate its position as the world’s second-largest economy with a GDP increase of +7.5%, while the nation’s adspend will record still stronger growth, up +11.2% this year. That said, the sustainability of China’s run of economic success – annual growth routinely hit double digits throughout the 2000s – is being increasingly questioned; concerns have been raised over the very high proportion of GDP being generated by business investment funded by credit. Any “hard landing” for China caused by deleveraging would have significant effects on the growth prospects for the region as a whole. Meanwhile, aggressive measures by the Japanese government to address its long-term problem of deflation appear to be bearing fruit, with the nation’s CPI up by 1.3% a year, according to latest figures. More broadly, Japan’s economy is forecast to expand by +1.7% in 2014, while adspend will rise +2%. TV, which accounts for around half of Japan’s ad market, will also see growth of +2%. That said, there are significant obstacles to future Japanese growth – not least from the rising political tensions between the two largest economies in the region. Meanwhile, India is facing tougher economic times, with its annual GDP expansion dropping significantly from around +10% in 2010 to just +3.2% by 2012. Growth is expected to pick up to +5.4% this year, but high inflation, a slowdown in manufacturing and continued regulatory wrangles over foreign investment continue to dampen growth. The nation’s advertising market, however, has proved to be a bright spot, with an adspend expansion of +11% forecast for 2014. Resource-rich Australia is also making a good contribution to the region’s advertising sector, with adspend set to rise +3.6% for 2014. The nation also confirmed itself as a major player in ad creativity with ‘Dumb Ways to Die’, a campaign from McCann Melbourne, an Interpublic-owned agency, taking five Grand Prix at the Cannes Lions in 2013 – and thereby becoming the most-awarded ad in the festival’s 60-year history. More broadly, with low unemployment by advanced economy standards of 6% and inflation holding steady below 3%, Australian GDP is forecast to grow by around 3% this year, according to the nation’s central bank. About Warc Joseph Clift is a Web Producer at Warc. Warc is a global marketing intelligence service relied upon by brand owners, major creative and media agency networks, market research companies, media owners and business schools to help tackle any marketing challenge. For more information visit www.warc.com OUTLOOKDATA
  • 44. 42 BUDGET 2013 Realised 2013 Income 3.088.500,00 3.290.668,67 Revenues from associations 420.000,00 435.136,90 Revenues from corporate members 1.920.000,00 1.955.356,58 New members 50.000,00 66.514,91 Revenues from RMP 353.500,00 353.500,00 Revenues from ICAP 230.000,00 228.208,56 Revenues Sponsorship Conference 80.000,00 86.571,34 Revenues Strategic Partner 10.000,00 Revenues IFBA 25.000,00 Revenues Marketing Road Test 50.000,00 Other revenues 5.000,00 43.135,76 Discount (early payment) -5.000,00 -2.441,30 Financial profit 35.000,00 39.685,92 Expenses 3.007.000,00 2.956.075,13 Personnel & consultants 1.794.000,00 1.798.149,16 Operating costs 765.000,00 773.510,50 Conference & General Assembly 110.000,00 100.628,57 Costs Marketing Road Test 0,00 31.192,30 Provision Costs Marketing Road Test 0,00 18.808,00 RMP Costs 290.000,00 54.250,00 Provision RMP Deffered Invoices 0,00 197.021,00 Reinstatement Provision VAT/RMP 2012 -27.000,00 0,00 Provision for recruitment plan 75.000,00 0,00 Provision Rent Compensation 0,00 2.515,00 Provision Singapore Office 0,00 -20.000,00 Reinstatement Provision on VAT 0,00 957.325,60 Provision for Reserves 0,00 -957.325,00 Total revenues 3.088.500,00 3.290.668,67 Total expenses 3.007.000,00 2.956.075,13 Final result 81.500,00 334.593,54 Financial Statement 2013 (aLl figures in EUR)
  • 45. 43 MICHEL WEBER Brussels, February 12, 2014 Réviseur d’entreprises Chemin du Lanternier, 17 Tel +32-495-38.36.92 reviseur@michel-weber.be Statutory Auditor’s Report for the year ended December 31, 2013 to the Members’ Meeting of the World Federation of Advertisers In accordance with statutory requirements we are pleased to report to you on the performance of the audit mandate which you have entrusted to us. Unqualified audit opinion on the financial statements We have audited the financial statements as of and for the year ended December 31, 2013 which have been prepared under the responsibility of the board of directors and which show a balance sheet total of € 4.249.717 and a profit for the year of € 334.593. We conducted our audit in accordance with the standards of the “Institut des Reviseurs d’Entreprises/instituut der Bedrijfsrevisoren”. Those standards require that we plan and perform the audit to obtain reasonable assurance about whether the financial statements are free of material misstatements, taking into account the legal and regulatory requirements applicable to financial statements in Belgium. In accordance with those standards, we considered the Association’s administrative and accounting organisation, as well as its internal control procedures. Association officials have responded clearly to our requests for explanations and information. An audit includes examining, on a test basis, evidence supporting the amounts and disclosures in the financial statements. An audit also includes assessing accounting principles used and significant accounting estimates made by management, as well as evaluating the overall financial statement presentation. We believe that our audit provides a reasonable basis for our opinion. In our opinion, taking into account the applicable legal and regulatory requirements, the financial statements give a true and fair view of the Federation’s assets, liabilities, financial position as of December 31, 2013 and the results of its operations for the year then ended. Brussels, February 12, 2014 Michel WEBER Réviseur d’entreprises Auditor’s Report
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