Thomas Le Thierry, Global President of Vizeum talks to M&M Global in Cannes about the agency’s performance over the last six months, including our leading edge work with global clients including BMW, Sonos and Burberry.
The Vizeum network has consolidated its position globally by winning important new businesses like Burberry, Shiseido, Jet Airways in India and Camelot in the UK. It has also strengthened relationships with clients: re-signing TOTAL and winning European markets for both the Intersnack and Sonos business.
In this three part interview, Thomas talks about Vizeum’s performance in the market, some of their clients and major business wins as well as what he thinks has shaped our industry most over the past 25 years.
Vizeum has picked up the media business of savoury snack producer Intersnack in the UK, France, and Poland to go alongside our existing markets of the Netherlands, Ireland and Slovakia.
We picked up two-thirds of the markets available following a competitive process that began in March this year.
The UK market was previously run by WPP’s Primus and incorporates a host of local brands including KP, Hula Hoops and McCoy’s. Meanwhile, the Chio and Pom-Bär crisps and Kelly’s snacks brands form part of the global portfolio for the French, Solvakian, and Polish markets.
“This represents a fantastic result for the agency and the feedback we received was testament to the work that all our offices produced,” said Thomas Le Thierry, Global President, Vizeum. “Our global network continues to produce consistently innovative work and I’m certain each market will deliver above and beyond the ideas and plans outlined during the pitch processes.”
“We’re delighted to be working with Intersnack, a company with many iconic brands that matches Vizeum’s ambition for innovation to deliver growth,” said Richard Morris, Managing Director, Vizeum UK. ”We can’t wait to bring to life the ideas that we believe will really push their portfolio.”
The UK pitch was devised by head of strategy Ian Edwards and strategy director Charlie Ebdy.
Scott Magee, Vizeum’s strategy director, explains the new term “co-owned” that complements the media mix of paid, owned and earned media.
“Co-owned media means neither the brand imposing themselves unsympathetically on a media environment, nor going so ‘native’ as to give up having a strong point of view in favour of assimilating into the publisher environment.”, Magee states in his recently published article in MediaWeek.
For our work that means that “Media agencies need to communicate their client’s brands in a way that 1) shows the brand’s strong point of view on the world, and 2) is endorsed (properly, with feeling, not just by badging) by the media partner.”
A successful example for co-owned media is the recent collaboration between 20th Century Fox and C4 that Vizeum and Amplifi initiated for the launch of X-Men: Days of Future Past.
This piece was originally published on Media Week Read the full article here.
After a highly competitive pitch process, Vizeum has been appointed by Warner Bros Home Entertainment for all media strategy, planning and buying duties.
Vizeum impressed Warner Bros with a strategy founded in clear consumer insights and innovative thinking. Speaking of the appointment, Roberto Perez Antolin, Group Marketing Director at Warner Bros Entertainment Group of Companies Australia said:
“Vizeum not only delivered all the media agency prerequisites but showed how they could help move our business forward in an ever complex industry through their creativity and data solutions.”
“Vizeum’s team, people and chemistry was right and they are an agency Warner Bros can work with in partnership beyond media.”
Nick Behr, Managing Director at Vizeum Sydney said, “This win is a testament to the Vizeum approach and Warner Bros’ braveness towards innovation. Partnering with such an iconic company as Warner Bros marks a significant addition to our client group and we can’t wait to start working with them.”
Emily Bosler, Business Director at Vizeum Sydney said, “We see this as a true partnership, which is exactly how we want to operate with all our clients. There is great potential for best in class innovation in the entertainment media space and we look forward to taking full advantage of this.”
Warner Bros is a global leader in the creation, production, distribution, licensing and marketing of all forms of entertainment.
The win comes off the back of a string of recent new business success for Vizeum in Sydney including Domain and Ella Baché.
Camelot, the operator of The National Lottery, has consolidated its £40 million media planning and buying account into Vizeum, after a final two-way shoot out against one of the incumbents, OMD UK.
The account was previously shared by OMD and Havas Media.
Sally Cowdry, the marketing and consumer director of Camelot, said: “Vizeum has a fantastic track record across both the traditional and digital media landscapes, and presented some truly unique and exciting ideas. We are very much looking forward to working with them on our new integrated media brief.”
Commenting on the win, Richard Morris, the managing director of Vizeum, said: “We are, of course, thrilled to be partnering with Camelot.
“The National Lottery makes millionaires and funds National Lottery projects, changing lives on a personal, local and national level – we are looking forward to helping bring these stories to life.
“This creates a massive opportunity for media to demonstrate the power of The National Lottery through a digitally-integrated approach.”
Vizeum, the media arm under Dentsu Aegis Network, have been appointed by IKEA Korea as its strategic media planning and buying partner in South Korea with immediate effect.
The extent of services Vizeum Korea will provide media planning & buying, media creative, OOH, and digital communication in both traditional and new media area.
“After a comprehensive review, we have believed Vizeum will be a strong partner for IKEA Korea and our new store opening campaign. Vizeum has demonstrated a sound understanding of our brand values and business objectives.” said Ulf Smedberg, country marketing manager of IKEA Korea.
Kristian Barnes, CEO of Vizeum Asia Pacific added: “IKEA is an innovator. Vizeum is underpinned by the mantra of ‘connections that count’ which supports our teams in pushing the boundaries of communication to create maximum impact. This is something that I believe a brand like IKEA will be looking for.”
“Vizeum’s reputation in South Korea is growing and I’m delighted to see them winning the business for such a successful brand as Ikea. I look forward to seeing how they introduce this furniture giant to consumers in Korea.” Rob Hughes CEO of Dentsu Aegis Network North Asia said.
IKEA, founded in 1943 in Sweden, is the world’s leading home furnishing company with more than 345 stores in 42 countries. IKEA is planning to open its first store in Korea at the end of this year.
Vizeum is delighted to have clinched the ‘Grand Prix’ at the Performance Marketing Awards for our work with Pernod Ricard.
The ‘Malibutique’ eCRM campaign for Mailbu was recognised as the star of the show across all categories as the embodiment of the very best example of performance marketing during the last year. It also prevailed in the ‘Best Email Marketing’ category thanks to an ingenious, bespoke system developed by the agency’s eCRM team, which pulled together numerous data sources to deliver truly targeted, engaging and effective emails.
“When it comes to establishing brand loyalty, email remains an invaluable but often under-utilised tool,” said Ben Sutherland, Head of Performance, Vizeum. “However, it remains one of the most valuable assets that brands have and this award is testament not only to the importance of email marketing but the excellent work of our eCRM team. We’re lucky to have some of the brightest and most creative minds working producing industry-leading, innovative campaigns.”
“Vizeum, a leading media buying agency, will now offer its clients across 60 offices in 41 countries the buying power and insight to connect with customers in the Middle East. The agency launches with a client roster that already includes Total, Hitachi, Pegasus Airlines and Calvin Klein across the region.
The new operation, headquartered in Dubai, will be managed by Anouk Bondroit, who was previously Integrated Business Director for Aegis MENA and has extensive experience in regional business development across the region, working with media agencies including Omnicom, Zenith Optimedia and SMG”
Read all about the launch here.
TOTAL Global briefed Vizeum on their first Sub-Saharan Africa campaign across 37 markets. Vizeum Paris challenged Vizeum South Africa to provide strategic and coordination services using the recently developed Dentsu Aegis Sub-Saharan Africa Network. Previously, TOTAL worked each with a local agency, a completely decentralized approach.
TOTAL was looking for an operational structure to expedite the rollout of global campaigns, at a global standard across Sub-Saharan Africa that was strategically sound with solid systems.
Herein lay the challenge, consumer research and data is almost non-existent outside South Africa. Thanks to our strong partnership with our affiliates with hubs in Cameroon, Nigeria, Kenya and Angola we were able to deliver the necessary local consumer knowledge. This consistency in delivery provided a fundamental step change for TOTAL, helping reinvent how they manage their communications in Sub-Saharan Africa.
You can read everything about the details of the campaign here.
Dentsu Aegis Network, the first truly global communications network for the digital age, today announces that it has won the global media account for Shiseido Co., Ltd., Japan’s leading cosmetics company, following a full, competitive agency review in the latter half of 2013.
Beginning in July 2014, the Shiseido account will be managed by Vizeum utilising the Dentsu Aegis Network and includes media planning and buying, consumer insight, activation and innovation and global media partnerships.
Read the full article here.