[Marketing Week] Bob Koigi: The battle for brand value

While financial markets have shown significant swings over the last few years, the value of the world's strongest brands have steadily increased driving customer choice, loyalty and margins.

In a recent report released by global brand consultancy group Interbrand, the fastest risers in 2022 (in terms of brand value  percentage change, year-on-year) significantly outperformed the fastest falling brands on three Brand Strength factors – Direction, Agility and Participation. According to the report, Apple holds onto the number one position for its 10th consecutive year, while Microsoft has moved up into second place, overtaking Amazon.

Microsoft, Tesla and Chanel have seen the greatest YoY percentage growth, all increasing brand value by 32%.

In advertising, as global PC sales decline and distributed work shifts to the cloud, Microsoft is considering advertising to expand revenues.  It has already peppered Windows 10 and Windows 11 user interfaces with a slew of ads for apps and services.

At the same time, the global advertising services market is projected to reach $ 665 Billion in 2022. Growth in the market is poised to expand at a CAGR of 7.2% during the forecast period (2022-2032). This is according to a report by Fact.MR.

Rising demand for social media advertising services for businesses such as retail, consumer goods, and others is propelling the growth.

Hivestack, the world’s independent, programmatic digital out of home (DOOH) ad tech company has announced a partnership with RZK Digital, a data-driven DOOH media network operator offering large-scale LED panels distributed across high urban transport environments in Greater São Paulo.

 This partnership will integrate RZK Digital’s DOOH inventory into the Hivestack Supply Side Platform (SSP) allowing advertisers both from within and outside of Brazil to activate campaigns via private marketplace deals (PMP).

In appointments, WPP has announced the appointment of Frank-Michael ‘FM’ Schmidt, CEO of Scholz & Friends Family, as the first President of its German business.

In leading WPP’s third largest market, FM will be instrumental in shaping the company’s business in Germany, supporting agency leadership teams and promoting a strong WPP culture.

Premium content and experience business, Hearst UK, has appointed Jamie Doubleday as its new Head of Clients. Reporting to Chief Commercial Officer, Jane Wolfson, Doubleday will be responsible for driving client-direct partnerships, working across the commercial team’s client categories which include fashion, beauty, food, motors, finance, wellness, travel, technology and entertainment.

And ITV has announced it will combine its strategy and policy teams under Magnus Brooke, ITV's current Director of Policy and Regulation, who has been promoted to also take board responsibility for group strategy. 

Elsewhere, Havas Media Group (HMG) North America has announced the full U.S. rollout of its specialized multicultural media practice to help brands meaningfully engage Hispanic, African American, Asian American and LGBTQIA+ audiences and consumers.

The agency has appointed Anabela Bonuccelli, EVP Portfolio Lead to oversee the practice in the U.S.

Hivestack, the world’s independent programmatic digital out of home (DOOH) ad tech company has partnered with Tulip Media, a pioneer and trendsetter for outdoor LED media screens in China.

Through this partnership, local and global brands, agencies and omni-channel DSPs can now access the Hivestack supply side platform (SSP) to buy more than 100 outdoor mega screens in over 15 first and second-tier key cities in China, including Beijing, Shanghai, Guangzhou, and Shenzhen.

And finally, Goedopweg and iO are joining forces to build a digital (B2B) platform, aimed at inspiring and activating entrepreneurs and business managers to get started with sustainable mobility.

Hybrid work plans for employees, or the purchase of electric bicycles by organisations. With an ambitious digital presence, Goedopweg encourages companies to go greener, reduce the crowds on Utrecht's roads and keep commuters happy.

Bob Koigi is an editor at Marketing Report EU

www.marketingreport.eu

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