Page 1

It’s time for someone to take more responsibility for their clients total business outcome… …we are that someone.


INDEX

IPG MEDIABRANDS

07

INITIATIVE MEDIA - Simply Done Better

12

20

UNIVERSAL MCCANN (UM) - Curiosity Works

MAP - The Audience Management

28

34

DECISION SCIENCES - ‘Cause We Know

MEDIABRANDS ANALYTICS - Econometic Modeling

38

MAGNA - Media Investment Strategies

42

ORION - Smart Business Solutions

46

CAREER

50


6


LET ME INTRODUCE US

7

Please Note IPG Mediabrands as umbrella brand

Our services range from media planning and

represents a comprehensive set and

buying, data driven digital special services

portfolio of media and marketing services.

such as targeting, RTA, creative services and

We offer and deliver to our clients full service

attribution modeling to big challenges like

including all disciplines as well as very

modern business design, communications

individualized specialty services - according

consultancy, media strategy and ROI driven

to what is needed for your business success.

analytics and media investment.


MEDIABRANDS…

8

The most integrated agency group. Mediabrands - best agency for specialand cross-disciplinary cooperation for our customers.

MILESTONES… >

15 years at Universal McCann (UM), 9 years as CEO.

>

After rich experiences and a successful time at UM, another dream came true with Mediabrands.

>

A wider scope of design options

and responsibility with the consequent transformation from media to a creative data driven marketing consultancy.

>

After the founding of MAP in 2012 follows Decision Sciences in 2013.

MICHAEL DUNKE CEO IPG Mediabrands Germany

FAVOURITE QUOTE… “Every person is a new door to a different world.”


MEDIABRANDS FAMILY

9

H O L D I N G S

IPG Mediabrands was founded by Interpublic

and marketing agencies as UM, Initiative

Group (NYSE: IPG) in 2007 to manage all of

and coming soon, BPN. This is all alongside

its global media-related assets.

its roster of speciality service agencies

Today that means over 7,500 diverse and

including the Mediabrands Audience

daring marketing communication specialists

Platform (Cadreon, Reprise Media, Ansible,

worldwide in more than 130 countries.

Spring Creek), Magna Global, Orion, Decision Sciences, Mediabrands Analytics and

In 2013 IPG Mediabrands Germany

IPG Media Lab.

was founded. As an umbrella IPG

With about 400 employees in Germany,

Mediabrands enhances offering and

we advise and server our clients in their

performance across a portfolio of media

communications and business activities.


A MEDIABRANDS MANTRA We believe that data driven marketing infused with creativity is the best driver of business results for our clients. We have the right talent and resources to leverage the power created by brilliant media activation through:

Our investment in propriety data and tools.

ROI optimized balance coordination of paid, owned and earned-in Real Time.

An agency structure that embedding content experts with each client team.

The most comprehensive media buying in the industry.

The most transparent agency business model

Ultimate goal:

OUR CLIENTS’ BUSINESS SUCCESS

10


CONTACT

11

MEDIABRANDS Schloßstrasse 8e

Michael Dunke , CEO

P 040 / 431 96 - 0

22041 Hamburg

michael.dunke@mbww.com

F 069/ 79 404 - 0

Speicherstraße 57-59

Dirk Schröder, CFO

www.ipg-mbww.de

60327 Frankfurt am Main

dirk.schröder@mbww.com


THE FASTEST GROWING AGENCY IN THE GERMAN MARKET

Initiative is one of the world’s leading

We believe that all marketing should be

media, marketing and communication

performance-driven. Data, analytics,

agencies. We employ more than 2,500

insights and innovations are central to all

talented professionals across 94 offices

our services, and we hold ourselves fully

in 75 markets worldwide.

accountable to client business goals.

13


INITIATIVE…

14

Simply Done Better.

MILESTONES… >

According to RECMA, we are currently the fastest growing media agency in Germany.

>

Initiative has won all important media awards, Deutscher Media Preis, Cannes Lion and the Effie Award within the last two years.

>

Lead agency of Reckitt Benckiser: since 2012 for media planning and since 2013 for both media planning and buying.

FAVOURITE QUOTE… “Talent wins games, but talent and teamwork wins championships.”

THORSTEN SCHULZ CEO INTIATIVE Germany


SERVICE PORTFOLIO

>

Marketing and Communication Consulting.

>

Strategic consulting, planning and buying of traditional, regional and digital media, including search, mobile and social media.

>

Creative special advertising formats, media innovations, branded content, sponsorship and product placement.

>

Media/Consumer research, advertising success and ROI optimization.

15


BUSINESS CULTURE

With 145 relationship managers we successfully connect consumers and with our client’s brands for better marketing results.

FAST, BRAVE, DECISIVE, SIMPLE We believe in four basic principles when solving our clients’ business challenges: fast, brave, decisive and simple. Fast and responsive to the changing world of business; brave in tackling serious issues; decisive with insights, opinions and recommendations; committed to making the complexities in marketing simple. This approach is conveyed by Initiative’s talented team, industry leading tools, processes and behaviors.

16


OUR MISSION

17

We develop and manage Insight-based

reach the target audience?”.

communication solutions that move

The answer to this is always by breaking

audiences demonstrably and sustainably.

new ground.

Deep consumer understanding:

Individual consulting:

With our own research panel, we are in

We don’t work with media off the shelf.

direct contact with more than 6,000

We develop and implement the right

consumers in Germany and more than

strategy to meet your goals.

220,000 worldwide. Our recommendations are based on this knowledge.

Performance fee: Our philosophy is pay for performance.

Innovative forms of advertising:

We want to be measured and paid by our

“What is the best way for our message to

clients’ success.


CONTACT

18

INITIATIVE MEDIA Schloßstrasse 8e

Thorsten Schulz

P 040 / 431 96 – 0

22041 Hamburg

CEO

F 040 / 431 96 – 720

Mathias Glatter

einfach-besser-kommuniziert.de

Managing Director

info@initiative.com www.initiative-newsroom.de


19


LEAD THE VALUE CHANGE IN MEDIA AND MARKETING

21

Universal McCann (UM) is a global media

As a division of IPG Mediabrands, UM

agency that fuses curiosity and creativity

has more than 130 offices in 100 countries

to unlock competitive advantage for brands

and over 4,800 employees committed to

through media.

developing creative, strategic and customized campaigns for every client.

Our philosophy of curiosity is driven by the power of story-telling fueled by intelligence,

UM Germany has about 200 employees

insight and ideas.

located in Frankfurt, D端sseldorf, Hamburg, Nuremberg and Munich.


UNIVERSAL MCCANN (UM)…

22

Curiosity Works

MILESTONES… >

UM’s global new business wins and retention received an A grade from RECMA in 2012.

>

UM has increased its turnover

within the last three years by 50%.

>

UM welcomes its new clients,

“The Hershey Company” and

“Zurich Insurances”.

>

Market leader in retail marketing and geo strategy

>

Growing its thought leadership through new talents coming from marketers, media, technology and

SVEN WEISBRICH CEO Universal McCann Germany

creative industries.

FAVOURITE QUOTE… “We know what works. Curiosity Works. And we can prove it.”


SERVICE PORTFOLIO

>

Communications Planning, Strategic Planning, Custom Solutions.

>

Media Planning & Buying, Consumer Research, ROI Analytics.

>

Insights & Research, Market(ing) Analytics, Audience Analytics.

>

Branded Entertainment.

>

GeoMarketing.

23


24

UM RETAIL Biggest Retail Client Portfolio >

Inhouse Geostrategic marketing unit with

40 qualified economic geographers.

>

CRM Specialists.

>

Inhouse geographic databases.

>

Detailed Level of Analysis.

>

1,5 billion inserts.

UM BRAND EXPERIENCE Your strategic partner for emotional & efficient brand experiences in the strategic business segments: > Partnerships/Sponsoring. > Live-Communication. >

Branded Content.

UM WAVE 7 World’s only social media study that explores the changes in social media behavior over a period of 7 years.


OUR MISSION

“We use the intelligence, insights and ideas that come from Curiosity to give our clients competitive advantage through media.� UM connects consumers, brands, technologies and media.

25


CONTACT

26

UNIVERSAL MCCANN Speicherstr. 57-59

Sven Weisbrich

P 069 / 79404 339

60327 Frankfurt a.M.

CEO

F 069// 79404 401

Anusch Mohadjer

info@umww.de

COO

www.umww.de

Wolfgang N채gele Managing Director


27


29 IT’S ALL ABOUT (CROSS-CHANNEL) TARGETING

SEM, SEO Affiliate, FB Performance, Feed Management, eCommerce

Social Data Marketing, Social Distribution, App Marketing, eCommerce

Targeting, Performance Display, Real Time Bidding, eCommerce

Mobile, Mobile Performance, App-Marketing, Location Based Services, Video Advertising, eCommerce

AUDIENCE BUYING

AUDIENCE ENGAGEMENT

MAP is an evolution of Reprise Media,

applications and e-commerce. MAP

Cadreon, Ansible Mobile and Spring Creek.

improves insights and results for clients by

The focus is on all addressable platforms:

helping agencies find, buy and engage their

search, display, mobile, social, video,

most valuable audiences in real time.


KOLJA BROSCHE MAP Germany Managing Partner, Audience Buying

FAVOURITE QUOTE… „The extraordinary will not happen on a smooth and common path.“

ROLAND FIEGE MAP Germany Managing Partner, Audience Engagement

FAVOURITE QUOTE… „Although I know a lot, I would like to know everything.“

30


MAP‌

31

The Mediabrands Audience Platform (MAP) improves insights and results for clients by helping agencies find, buy and engage their most valuable audiences in real time.

WE USE DATA TO MAKE BETTER DECISONS! Predictable, Scaleable, and repeatable results.

SERVICE PORTFOLIO >

Helping our clients make the right

>

Attribution modeling.

decisions across all digital channel.

>

Programmatic buying approach.

>

Refining audience pools through holistic

>

Buying audience in Real Time (RTA).

digital channel integration.

>

Creative and dynamic Banner

>

Extending TV reach.

optimization.


AUDIENCE INSIGHTS, STRATEGY AND ANALYTICS AUDIENCE BUYING Display

Video

32

AUDIENCE ENGAGEMENT Search

Mobile

Apps

SPECIALISTS STRATEGY TECHNOLOGY LEVERAGE DATA

TECHNICAL USP TotalTag 2.0 is the smartest way to discover audiences through one platform and to use archieved data for future campaigns.

Social


CONTACT

33

MAP SpeicherstraĂ&#x;e 57-59

Kolja Brosche

Roland Fiege

60327 Frankfurt a.M.

Managing Partner,

Managing Partner,

Audience Buying

Audience Engagement

F 069 / 244322-911

F 069 / 244322-914

kolja.brosche@map-global.com

roland.fiege@map-global.com


34


IT’S ABOUT DATA DRIVEN MARKETING DECISIONS

Decision Sciences is THE technology and

What are we doing for you? Tracking,

data analytics service provider. We provide

merging, enriching, vizualizing and

and manage industrywide the best-in-class

analyzing of complex data - with the clear

and most comprehensive data management

aim of ensuring fast, safe and mainly

tool and dashboard system called Sophysee.

effective and efficient marketing decisions.

35


MARKETING INTELLIGENCE 36 PLATFORM - ’CAUSE WE KNOW DATA CONSOLIDATION

ECRM

Our web based MIP provide comprehensive

To identify potential new customers,

data tracking from all kind of defined

to attract existing customers with better and

data sources. An incredible attractive and

more relevant information, they should be

understandable layout makes insights

segmented and grouped. The segmentation is

easy to find.

based on behavior, needs and profitability. In order to exploit the customers CLV,

AD OPERATIONS

you’re able to interact with him and build a

A dedicated European AdOperations team

learning relationship. Communicative events

with several years of AdServer experience

are created, where every customer has the

guarantees a campaign set-up across all

opportunity to leave “Profile data”.

markets, brands and products. We work with best tracking solutions and develop our own products to fill gaps in the market. We offer: Integration into different ad serving systems, Real-time optimization of placements and advertising for best ROI, Search Ad Trafficking, Research Integration (AdPackages), Website Optimization via A/B Testing and Consulting.

MARKETING INTELLIGENCE By merging data from marketing plans, off- and online data as well as from booking systems and real time information we are able to provide you with a comprehensive marketing platform. Automated KPI measurement, analytics, research data, insights and learnings as well as possible implications can be integrated.


CONTACT

DECISION SCIENCES Udo Reusch Head of Decision Sciences EMEA P 069 / 794 04 – 200 F 069 / 794 04 – 401 udo.reusch@mbww.com www.decisionsciences.de

37


38


IT’S ABOUT YOUR ROI

PERFORMANCE

SALES

INTEREST

AWARENESS

Mediabrands Analytics, IPG Mediabrands’

on consumer behavior. Based on our

specialty service, helps our agencies produce

results we recommend optimized budgets,

more effective advertising for their clients.

timing strategies and media mixtures. From this UM and Initiative planners can

Using bespoke systems and tools we analyze

maximize campaign effectiveness against

the impact and efficiency (ROI) of advertising

business KPIs.

39


SERVICE PORTFOLIO

Performance Modeling: is used in a

Interest Modelling: looks specifically at

direct response enviroment where the

the relationship between advertising and

advertising drives response behavior

consumer behavior that indicates interest

relatively quickly, like inbound calls

in the brand, usually measured by brand

or web applications. It uses daily data

search but also possibly by social buzz.

40

and is run faster and more frequently than Sales Modeling.

Awareness Modeling: analyzes the connection between advertising,

Sales Modeling: is our lead product and is closest to traditional econometrics. We consider the entire market and all influences on it including price, promotions, advertising, distribution and weather.

brand awareness and advertising recall.


CONTACT

41

INITIATIVE RESEARCH

UNIVERSAL MCCANN ANALYTICS

Meike Schnoor

Hans-Jürgen Bauer

Unit Head Analytics

Analytics Director

T 040 / 431 96 – 542

T 069 / 794 04 – 110

F 040 / 431 96 – 95542

F 069 / 794 04 – 401

meike.schnoor@initiative.com

hans-juergen.bauer@umww.com


IT’S ABOUT STRATEGIC MEDIA INVESTMENT

“For our customers we develop targeted strategies to their objectives. We develop for each client an individual target strategy for his brand message, the right media and gross media spending and negotiate the best discount model to guarantee an optimized implementation across all channels.” - Michael Dunke

Magna Global is the strategic global

The Magna Global Investment Unit

media unit of IPG Mediabrands,

harnesses $36 billion of IPG

driving forecasts, insights and negotiation

Mediabrands global media billings.

strategy across all media channels.

43


SERVICE PORTFOLIO The Magna Global Intelligence Unit delivers the industry’s most accurate and authoritative forecast of media value. Please download:

>

MAGNA GLOBAL FORECAST

44


CONTACT

45

MAGNA GLOBAL Andreas Rommel Investment Partner T 069/ 79 404 149 F 069/ 79 404 - 401

andreas.rommel@magnaglobal.com www.magnaglobal.com


H O L D I N G S


IT’S ABOUT SMART SOLUTIONS AND CLIENT VICTORIES

Mediabudget = € 5 MM Cash

€ 1 MM Assets at full value

€ 1 MM Assets at full value

Loss € 800k

47

€ 200k

€ 1 MM Credits from Orion

Mediabudget = € 4 MM Cash

€ 1 MM Credits

Orion, a solutions-oriented collection

Established in 1996, the company has over

of media companies that support and

300 employees in offices in Asia, Australia,

complement what traditional advertising

Europe, North America and South America.

agencies can offer to clients. Orion in

Orion is a member of the constellation of

Germany includes: Orion Capital (media

companies within Mediabrands and is

investments), Orion Trading (barter) and

wholly owned by Interpublic (NYSE:IPG).

Orion Printing (print management).


SERVICE PORTFOLIO ORION Trading: takes undervalued,

this trade credits for up to 20% of their

unmarketable assets at their current value

advertising investment. ORION works in

in exchange for trade credits on future

partnership with media agencies,

advertising spending. Customers can use

which plan and calculate all activities.

48

Orion Printing: will focus on supplying print management solutions to companies globally with the mission of leveraging print volume to create savings and increased value for clients. Orion Capital: delivers clients media savings on buys negotiated by their agency. Orion Capital is able to provide these savings by investing significant capital with media partners in exchange for future media.

ORION’S MISION IS SIMPLE to provide smart solutions, which produce

We are the only media Bartering agency under

client victories. It’s in our DNA and it’s

the umbrella of a stock corporation and media

how we do business every day.

agency group. The invoicing is carried from one source, the agency.


CONTACT

49

ORION TRADING VIA Schloßstrasse 8e

Michael Dunke, CEO

P 040 / 431 96 - 0

22041 Hamburg

michael.dunke@mbww.com

F 069/ 79 404 - 0

Speicherstraße 57-59

Dirk Schröder, CFO

60327 Frankfurt am Main

dirk.schröder@mbww.com

www.oriontradingworldwide.com


THE WORLD OF MEDIA MOVES FAST. YOUR CAREER SHOULD TOO

50

IF YOU’RE LOOKING FOR A CAREER WITH MINIMAL ASSIGNMENT, TIME INVESTMENT AND RESPONSIBILITY?

Stop reading!

IF YOU’RE INTERESTED IN WORKING IN AN INNOVATIVE FIELD WITH MAXIMUM RESPONSIBILITY AND INSIGHTS?

Welcome to the IPG Mediabrands Family!

IPG Mediabrands is a fast-paced, risk-taking, close-knit environment where ideas come from everywhere at every level. We believe that diversity of background, talent, skillset and mindset creates a flourishing environment for new thinking and ideas. We grow and evolve every day through not only our interactions with our clients and our partners, but also through learning from and listening to the amazing people within our own organization. There are many types of education, academic, real world, global, experiential. We foster and nurture our talent by creating an environment that supports growth and development through the most effective channels possible. We provide training and access to emerging technology for all. We offer intra-agency career opportunities around the world. We ensure that our team benefits from all of the potential experiences at our disposal because we believe that we are nothing without our people. As individuals grow, as passions are fulfilled and new territories explored, our team becomes stronger and more robust.


CONTACT

51

INITIATIVE HR

UM HR

MAP HR

Christa Pfennigschmidt

Barbara Günther

Barbara Günther

Director HR

Director HR

Cadreon, Reprise, SpringCreek

T 040 / 431 96 – 504

T 069/ 79 404 - 135

F 040 / 431 96 – 720

F 069/ 79 404 - 408

info@initiative.com

barbara.günther@umww.com

Christa Pfennigschmidt Ansible


52

M

A

G

N

A M . A . P .

E

N

S

E

M

B

L

E

www.ipg-mbww.de

Ultrafinal  
Ultrafinal  
Advertisement