Top Story

e4m_logo.png

Home >> Digital >> Article

Vice, WPP sign multi-million dollar advertising deal

16-September-2016
Font Size   16
Share
Vice, WPP sign multi-million dollar advertising deal

Vice and WPP’s media investment arm GroupM have signed a multi-million dollar advertising deal tapping into the company’s international expansion plans, suggest media reports.

According to the deal, GroupM will use Vice's insights, content and data to put together an advertising platform across all of Vice's global multi-screen and over-the-top properties. The deal was announced at the Dmexco conference in Cologne, Germany.

While the exact terms and nature are yet to be disclosed, media reports suggest that it could run into hundreds of millions of dollars in ad spending with a multi-year, multi territory deal.

GroupM handles more than $102 billion in advertising billings, according to research company Recma. GroupM said it handles one out of three ads globally.

"It's not just (giving advertisers) first look, it's trying to innovate and initiate ideas. It's something we'd love to do more with Google and Facebook to be honest with you, but they seem to be (harder to work with). I think less so with Google, they seem to be proactive recently maybe because some of the regulatory issues they've had to deal with. But, Facebook certainly because of their success have become a little more difficult to deal with," said Martin Sorrell, CEO, WPP in an interview to CNBC.

In June, Vice had announced its plans to expand its presence to 51 territories including India, the Middle East and Africa.

It will also add a 24-hour TV channel in Australia and New Zealand, where it already has a robust digital and mobile presence. Vice's US cable channel Viceland was launched in February 2016, and HBO news show is set to start on Oct. 10.

WPP currently has an 8.5 percent stake in Vice. It had owned up to one-tenth of the company at a given point but has since sold some shares.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...