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Brotherhood of Heineken

As we stepwise push forward towards 5G, we think that it all stays the same, it will not. A few parts will change forever. Google has an enormous advantage, yet they too are now pushing for different changes, changes that they had not seen coming a mere year ago. In this case there is no direct link to my IP, so I am happy to give you all the inns and outs of that part (pun intended).

To start this we need to consider a few sides, all with their own premise. The first is the focal point:

4G: Wherever I am
5G: Whenever I want it

That first premise is a large one, it is not a simple localisation part, it is all about getting access at a moment’s notice, yet what we need access to changes with the push we face. The initial part is the creation and the impact of awareness. As we re-distinguish ‘awareness’ the metrics on awareness will also change and for the first year (at the very least) market research companies on a global stage will be chasing the facts. They have become so reliant on dash boarding, Tableau, Q-view and Q Research Software will all have to re-engineer aspects of their software as they fall short. Even the larger players like SAS and IBM Statistics will require an overhaul in this market space. They have been ‘hiding’ behind the respondent, responses and their metrics for too long, the entire matter when the respondent becomes the passive part in awareness is new to them, and that is all it is, it will be new to them and the constructs that are behind the active and passive interactions will change the metrics, the view and the way we register things.

Google has the advantage, yet the stage for them will take a few turns too. Their initial revenue stream will change. Consider the amount of data we are passing now, that amount also links to the amount of ads we see. Now consider that everything in 5G is 10 times faster, yet 10 times more ads is not an option, so they now face revenue from 10% of the ads compared to what we see now. In addition to that, as we adjust our focus on the amounts we face implies that more advertisement space is optionally lost to the larger players like Google and this too impacts the stats for all involved. Google will adjust and change, in what way, I cannot tell yet, but the opposition is starting to become clear a in this example we see Heineken, a global established brand who now has the option to take the lead in 5G awareness.

Introducing

Ladies and gentleman, I am hereby introducing to you the Brotherhood of Heineken, in this fraternity / maternity, we invite all the lords and ladies of their household to become awareness creators towards their brand. In the Netherlands thousands are linked through a company like Havenstad and similar operations, this stretches through Europe and all over the place going global. These lords and ladies can earn points in the simplest thing, by setting a stage for Heineken to spread the message, we see that the initial power is with the consumer to support their brand. Awareness and clicks are converted to points and that leads to exclusive offers and rewards. Consider the unique stuff that Heineken has given to its professional public now for all to get, to buy and to earn. Bags, coolers, clothing, accessories. For decades we saw the materials created and most of us were envious of anyone who had that part others did not, now we could all earn it and because Heineken (Coca Cola too) have created such an arsenal, these players could take the lead in pushing their own awareness to new levels.

Now it is easy to say that Google is already doing this and that is partially true, but that equation will change under 5G and these really large brands could pay a fortune to Google or take the lead and create their own powerhouse and in this day and age that powerhouse will become more and more an essential need. Anyone not looking and preparing to this will hand over opinion and choice to Google and watch how that goes, yet consider that some sources gave us a quarter ago: “Google will remain the largest digital ad seller in the world in 2019, accounting for 31.1% of worldwide ad spending, or $103.73 billion“, now consider that they need to grow 20% quarter on quarter and that in two years that metric has changed and as such the ads could cost up to 30% more, now do the math on how YOU will survive in that environment.

Samsung, Proctor & Gamble, Coca Cola, Nike, Heineken, Sony, Microsoft will all face that premise and that is how it all changes. As we see that the metrics will have reduced reliability, the market research players will need time to adjust and in that lull a player like Heineken can create its own future and set its digital future in another direction to exceed their required expectations. This step seems short now, but as the stage alters it becomes an essential stage. Google may remain in denial and oppose that this will never happen, but the data and metrics are already suggesting this path and that is where we are now; the option to be first or pay the invoice, what would you do?

I believe that the visibility starts to get a little focal just before 2020 games, and it is in full view before the 2022 Beijing Winter Olympics, and in full swing by the time the 2022 FIFA World Cup in Qatar starts. These two are close together and the people will pay through the nose for that visibility, especially the European parties in all this. I expect a more evolved 5G advertising stage via apps as well, seeing ads to unlock premium view and data is likely to happen, all this is coming to us and our view of advertisement will alter to a larger extent. We will be told that this will never happen, it is not how they work, yet they are deceiving and lying to us. Consider that change in the last 25 years alone, in 1994 advertisement through printed medium and TV was at an all-time high, they all claimed it remained this way, within 5 years that stage was already changing with online ads to some extent and the slowing of printed medium, in addition the international channels would push into national advertisement. A mere 5 years after that (in 2004) it started to take off in earnest and would increase revenue to over 100% in the 4 years that followed. Between 2005 and 2017 that would push from $6 billion to 26 billion, do you really think that their words holds true? To keep that growth and their need for greed the metrics and approach has to change, there is 0% chance that these players will accept a growth of data based impact of a mere 10% of what is was in 4G, there is too much riding on this.

For the largest players there is an alternative and it will not take long for them to set the stage to this and start finding their own solution to keep awareness as high as possible. If you have to pay through the nose to keep awareness or create the environment to reward achieved awareness, what path would you choose?

Let’s not forget players like Heineken did not get to the top by merely offering a really good product, they offered a lot more, a view, an awareness that all embraced; Sony learned that lesson the hard way by losing with a superior product against the inferior competition (Betamax versus VHS). 5G will set a similar yet new battle ground and for the most the media is seemingly steering clear for now.

That is with the nice exception of Marketing Interactive, who gives us (at https://www.marketing-interactive.com/going-beyond-the-big-idea-creative-leads-on-5gs-impact-on-advertising/) “There is no denying that the rollout of 5G will change storytelling and the consumer journey“, it is a true and utterly correct view. They also give us: “creatives need to evolve from old habits and stop hiding behind “the big idea”. “We, as creatives, need to evolve from old habits, stop hiding behind “The Big Idea” and evolve our creative process and creative structures to be based on this new digital reality, to create content based on this new innovative context“, this is the view from Joao Flores, head of creative, dentsu X Singapore and he is right. We also get “For agencies, the opportunity calls for unorthodox alliances to make sure our creativity is the beating heart of this quiet revolution“, which is true, but it ignores the alternative path where the largest players start getting this path in house and in light of the two revelations, we see that during the last decades players like Heineken had been doing just that and that makes them ready to take on the 5G behemoth and push the others into second place or worse. There is a need to have expertise and many do not have it, but in that Heineken has been different for the longest times. It is most likely due to the unique view that people like Freddie Heineken had on their market and consumers. You merely have to realise that they were the first to embrace ‘Geniet, maar drink met mate‘ (enjoy, temper your drinking) it was a slogan that came into play around 1990, as well as ‘Drink verantwoord. Geniet meer‘ (drink responsibly, enjoy it more). All pushes to set a better stage, it is there that we see that a new push could be produced by players like Heineken.

We see so many more paths opening, but in all this the one overwhelming side is not what paths there are, but the stage of metrics that they all rely on, as such having control on the expenses as well as the foundation to create a reliable stage for their metrics will be a first soon enough. Not merely: ‘Who is your population?‘, it is the stage where the passive and active awareness can be differentiated on, that too will push advertisements and the applied visibility through 5G apps and 5G advertising and how the funds are spent, that will be the question that impacts player like Google Ads on the next 24 months, because if they do not do that, their quarter on quarter growth will suddenly take a very different spin, and they are not the only ones affected.

 

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The wider field

There is a wider field, the field is ignored by many because it overlaps in several ways and most people (read: media) tend to stare at one element. We can argue whether it is bad or good, but it does mean that the bulk of the information is not there. To get this view we need to look at several sources. First we get the International Business Times, they give us two headlines. The first is ‘Samsung Expecting Profits Slump For Q2‘ as well as ‘Huawei Ban Helps Company Earn More‘, in one way we get an increase of revenue due to the Huawei events in the US, yet there is still a Q2 slump. There are several plays that apply, but it is not about the play as such. The firs realisation is that 5G is currently being ‘advertised as here‘ by several players and at present there is an increased question on which phone is 4G and/or 5G and most people are holding off on phones this year until that field has a better view on what is available. Most people cannot afford to buy a new phone when some new models are $1800, most people cannot afford a step like that and being tied to any provider at present is an increasingly bad step to make. Even as Huawei is 20% cheaper, it remains a lot of money, and the Google (Android) issues are still there, so people are hesitant. I might have committed myself to Huawei, but that is in part because I renewed my phone in the beginning of the year, so it has to last me 2-3 more years (I have principles towards blatantly buying new phones) and I am happy with my phone.

then there is the new stage hat is now evolving when we see CNN Business give us (at https://edition.cnn.com/2019/07/04/tech/huawei-us-ban/index.html) ‘US government asks judge to dismiss Huawei lawsuit‘, they are rightfully scared because the claim: “Huawei had filed the lawsuit in March, arguing that a law preventing US federal agencies from buying its products violates the US constitution by singling out an individual or group for punishment without trial” is almost a given, the US government made sure that every media outlet on the planet took great painstaking effort in illuminating that and now it becomes the anchor attached to their legs as they have to swim across the Pacific river (or Atlantic river). If the case goes through and discrimination is proven, the impact will be monumental, especially as no evidence was ever brought forward and if we are a nation of laws, the impact will be large, moreover, at present Huawei is still growing its pool of 5G contracts and should the Case fall on the side of Huawei, the impact on Europe will be much larger, it could signal a much larger run on trying to get a quick deal with Huawei, not because they are nice people (they optionally are), but because Huawei 5G equipment is more advanced and all the telecom players know this. Ericsson and Nokia fear that side, they had a good run due to the escalations, but Huawei is still on par to have well over 50% of 5G by themselves and that is what the US fears, that large a disadvantage because its pool of CEO’s and CTO’s were increasingly stupid, flaccid and complacent in an age where pushing innovation was essential.

The issue is not out of the room yet because there is the larger issue that everyone has not been looking at. There is still the Google issue around Android. Consider that Huawei’s Oak OS is now 60 days away from release, it is the start where people who were initially ‘forced’ to dump Android, they now will be part of the Oak OS group, a data core that involves millions from adding data to the Oak servers and no more to the Google servers. The impact seems small, but it impacts the US to a much larger degree, this stance has given China a much larger boost than ever possible. For the users it will only be a temporary setback, as apps will be supported through Oak/OS, these players will continue, yet the overhaul as people push away from android is much larger than the interaction of IOS versus Android. Consider what you need. The bulk of all android apps we use will almost immediately be available, leaving us with optionally some issues regarding LinkedIn, Facebook, WhatsApp and Instagram. Now there is a new stage where Chinese options could be considered and for the most when we can address who we need, we might not care on where we are. The idea that advertisements might initially fall away will be a massive reason to do that. I am certain that there will be a Facebook Oak and LinkedIn Oak, the rest remains open, the usage is huge but that too might be a reason to try something new, people love new things, especially if it comes with cool additions and new we see a different stage, it is not the US that matters, it is whether China has options that appeal to India and Europe, these three represent 3 billion people and there is the data crunch, they will not all go the Chinese solution, but even 10% would be massive, it would be a an intense gut punch to Google, more important over time as word of mouth make more people switch, the damage will increase for Google. Make no mistake, it will merely impact the total, it will not sink Google, it is too large, but in light of their predictions when they have 20% less data points to make predictions with, granularity becomes an issue for the professional side and there too there will be an impact, Chinese app owners will have their own digital advertisement agenda and business dictates that you cannot ignore that population, so budgets will be shortened to cover an audience as large as possible.

All that because of the Huawei ban, which was shown to be short-sighted from the very beginning. Consider that we were given in June: “Huawei can no longer pre-install Facebook apps on its smartphones after Facebook fell into line with a US ban on exporting software“, now consider that suddenly millions are offered a pre-installed WeChat and they are willing to try it, the impact on Facebook will be seen in less than 60 days, the fact that Facebook had been playing games with its mobile users for a much longer time will also entice users to give it a try. Not all will stay, but some will and the dimension of ‘some’ will imply a drop of Facebook of several million user. In addition we see “Chinese users spend an average of over 70 minutes a day within the app. All this makes it one of the most popular choices for businesses looking to get started with social media marketing in China“, yes it was overwhelmingly Chinese, yet in the shift it will now have optional access to a large Indian and European following. In addition the shift we optionally see when we realise: “WeChat allows for one-to-one personalized interaction between brands and users. This allows brands to communicate directly with their followers through the messaging functions on their account. This also allows brands to provide customer service directly through their WeChat account. It’s due to this reason that many companies in China don’t even operate traditional websites instead of focusing their efforts on constantly improving their WeChat official accounts” direct granularity towards the user, not mass marketing, but adjusted marketing for the individual, and then consider players like Tableau, Salesforce (now one and the same), SAP, Sony and Microsoft all wanting to address the person, not the masses, do you think that they will ignore this group of users? These people invest hundreds, if not thousands of dollars a day towards addressing their growing need of users, all revenue that is soon lost to Apple and Google. It goes beyond merely Facebook; Twitter and Snapchat, all have a Chinese version that now has the option to surpass (read: close the gap) towards their competitors. Surpass is perhaps the wrong word, the fact that people will consider the alternative in the immediate is a risk for these players, it sets the dangers of schools of users to switch to another pond, so those fishing for ads, visibility and awareness, they will all have to adjust the way they operate. There now are now only two parts where I have no idea how it will play out. Youku Tudou is the Chinese version of YouTube, but YouTube is so strongly placed that I have no idea how that will go, the same for LinkedIn. these are the two we cannot predict, no one can, but if they remain absent from Oak/OS something will have to budge, the question becomes how much do you need LinkedIn to be on your smartphone when you can just catch up daily at home, or in the office. I personally do not believe that its equivalent Maimai will be embraced as strongly as Maimai would hope, but that is my speculation on the matter.

Only YouTube as it is and remains the behemoth of Google, is too strong an app to ignore, it is too strongly desired, especially on smartphones, some might give Youku Tudou a try, but the library of YouTube increases with 300 hours of material every minute, there is no real competing with that, no matter how you slice that. There is no denial that their Chinese competitor will grow, but there the impact is less than a mosquito bite for YouTube, it is perhaps the one part of Google that no one seemingly can be without.

Is there another side?

Well there is always the option that everything in Google will be accessible on Huawei phones and that is for Google the best solution, but at present that part is just not a given, and when many Huawei smartphones are between 20%-40% cheaper, they will have an advantage and only because of US stupidity that impact is now optionally becoming much larger. And now the shift is changing faster, the Observer gave us on Saturday ‘UK mobile operators ignore security fears over Huawei 5G‘, when we consider the quote “The Observer understands that Huawei is already involved in building 5G networks in six of the seven cities in the UK where Vodafone has gone live. It is also helping build hundreds of 5G sites for EE, and has won 5G contracts to build networks for Three and O2 when they go live“, we see how things are escalating away from the US. the massive part in all this is “a firm line against the company amid claims, strongly denied, that it is controlled by the Chinese government and that its equipment could be used to spy on other countries and companies” all from the point of view that clear evidence was never provided and the commercial corporations need to remain on top or drown and that was the larger flaw the US never seemingly understood (or blatantly ignored). Yet the other side also matter, as the numbers are given: “The consultancy Assembly suggests a partial to full restriction on Huawei could result in an 18-to-24-month delay to the widespread availability of 5G in the UK. The UK would then fail to become a world leader in 5G – a key government target – costing the economy between £4.5bn and £6.8bn” (source: the Guardian). People tend to get nervous at a loss of millions, so the loss of £4,000,000,000 plus is something that can start cardiac arrests all over the telecom boardrooms. More important as Huawei is still ’embraced’ in Germany, the German players will get the upper hand over other European players giving a larger technological shift. The final straw was the consideration of “They have taken note of what happened last December when the O2 4G network went down for 24 hours due to problems with technology provided by the Swedish telecoms firm Ericsson“, a danger as this was 4G technology that should have been clear and non-problematic, now consider that this happened to established technology, so what optional risks are Ericsson users exposed to when in involves 5G, a technology that Nokia and Ericsson is still trying to figure out?

In all this, Huawei has not stopped adding pressure. Now that we see that less than 24 hours ago we were notified that Huawei has completed the contracts with Msheireb Properties. It seems small and insignificant, but it is not. With a smart experience centre in Qatar, it is my expectations that they are ready to approach and upgrade Al Jazeera to 5G, it is speculative but it will be the first time that Al Jazeera surpasses CNN technology (as well a Fox News), It might not matter to most of us, but to people like Nasser Al-Khelaifi (beIN Media Group) it matters a lot, so when we are informed that Al Jazeera getting ready to offer 5G streaming during the Tokyo 2020 Summer Olympics and Huawei as a Chinese company is mentioned everywhere in Tokyo, you better believe that these two are on top of making this work as fast and as quickly as possible, so when I created my base station IP, I never considered this, but it fits and that is another notch that some miss out on. Half the planet goes nuts for sports on a regular day, how nuts do you think the planet goes when ‘their nation‘ is fighting its fight (against up to 205 other nations) to be the best at the Olympics? When you get to watch that live, streaming it all at 5G, do you really think that people will care who brings it as long as it is true 5G? In several nations the brand jump was huge when 4G became real and some were not up to scrap, I believe that this time around the jump will be close to 300% larger than before, and the Tokyo Olympics will be a clear driver on that part. When 206 nations fight for the laurels (gold medals) every nationally driven sports fan tends to get a little (read: abundantly) nuts, and at present that group of people is well over 3 billion people, all factors some players did not consider when they were playing the short game, Huawei never played the short game, it gives them an advantage in several ways.

That is merely my view on the situation at present.

 

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Who’s Promptly Promoted?

The Guardian is giving us the news that Moody is downgrading WPP (at https://www.theguardian.com/business/2018/apr/17/moodys-downgrades-wpp-martin-sorrell-departure-ratings-agency-negative). It is a weird situation! You see, some do not like Sir Martin Sorrell (I personally never knew him), some like the man and some think he was a visionary. I think I would fall in the third category. There is no way that under normal situations the departure of a CEO, even a founder would have had such a massive impact when he left and let’s be clear when a departure sparks not just the downgrade of WPP, but we also see “WPP has hired a New York-based recruitment firm as it begins the global search to replace founder and chief executive“, his impact has been a hell of a lot larger than anyone is willing to admit. There are however other parts. When I see “In Moody’s view, the high-profile departure of Sir Martin Sorrell raises concerns over the future strategy and shape of the group, increases client-retention risk and could hence hinder WPP’s ability to meet its 2018 guidance“, I feel a strong desire to disagree. When we consider that within WPP is Millward Brown, TNS and IMRB, we need to acknowledge that WPP already had problems. You see, I was a partial witness to the laziness and stupidity, I saw how executives looked at presentations, were unwilling to listen and it was their right to do so, but in the end part of their market got screwed over. You see SPSS was the big analytic and as a program it is still the Bentley for analysing data. Yet beyond the program the corporation faltered. It fell to meetings, and presented concepts, yet no delivery. I still have the presentations, 1994 parallel processing, never came to be. Yet the biggest bungle was seen in 1997, when SPSS acquired Danish software company In2itive Technologies Corp. They had actual perfect software. The interface was intuitive and flawless. I was so looking forward to teaching people this software and for a while did. It was amazing to see dozens of people literally making a running start in their own designs in an hour, by the end of the day they did all kinds of things that most market researchers could not conceive. It was a jackpot acquisition. Yet SPSS had its own Data entry solution called Data Entry and apart from a few flaws it had regarding memory and larger data entry sheets, it worked really well, it was a work horse, so internally we were so happy to hear that it had become a Windows program. The backlash was Titanic in proportions. It was hard to work, the initial versions weren’t even stable, there was processing power issues, saving issues and a whole range of issues that were not solved, not even within the first year. It was all about the holy ‘Data Entry‘ and whilst the issue of the perfect In2itive was set to the sides and whilst the internal corporate marketing decided that Data entry was a ‘Form Design Program‘, the audience was left without quality Data Entry. So as I (and others) pleaded for In2Form and its suite to be evolved and set towards the users, we were told it was merely a 16 bit program, and SPSS is 32 bit and larger only (mainframes excluded). So there I was watching the mess evolve for well over 3 years whilst the redesign of a 32-bit In2itive suite would have been done in 160 days (rough estimate), no, at SPSS they really knew what they were doing. So they decided to up the ante, there was going to be a server edition of Data entry, the SPSS Data Entry Enterprise Server. I saw how the confidence of users went down further and further. Yet, the corporation did not sit still in all this and we got to see the Dimensions 2000 part, now that blew us away, we saw software on a whole new level and it was amazing. The 2 programs mrPaper, mrInterview, both truly steps forward, options to format webpages using XML so that the web interview could flawlessly fit in any corporate website. We saw the good days come back and with mrPaper we saw paper interviews with options to link to Readsoft’s scan software, so that data entry was almost a thing of the past, scan the returned interviews and reading the data with a scanner. It was not flawless, but it was really good to see a stage where government sites all over Europe could do quality interviews on many levels. Yet the program had issue as any large program had and there were more issues and they stacked up. Only then was I introduced to Surveycraft. It was an utter shock. Even as it was old, DOS based and looking like the old Data Entry, Surveycraft was miles ahead of mrDimensions. It had working quota’s it had all kinds of options that were ahead of the Quancept software in the UK, it was a shock to be a decade ahead and finding the old software visionary. SPSS had acquired it, and after that the developers managed to get less than 60% of the functionality transferred. Even later when I worked actively with it, I was finding issues that the new software never had, or it worked really badly. So when i tried to emphasize the need for new software to be made as i was no longer part of SPSS, the need for better software was essential, especially in Market Research. They decided not to listen and to believe the SPSS executives that better versions were coming soon, they never came! The entire market research industry was lucky, because other players like Tableau and Q Research software were just like me; they never trusted the SPSS executives and they now corner the market. In this the market research agencies that had the option to push forward decided to wait and basically cut themselves in the fingers and lost on two fronts. With the 2008 crash the markets changed and they lost loads of customers who had to massively trim down, it was a mere effect of events. Yet Tableau and Q-Software were still in a small stage, yet their software was for a much larger audience, so not only did the market research Industry lose customers, the two software programs allowed for mid and larger ranged corporations do it all themselves and that is what happened. Market research companies still get the larger projects, but they lost the smaller stuff, a group of revenue representing near 60% (a personal speculation) and as Tableau and Q-Software grows, the mr market is in more and more peril that is where WPP owning Millward Brown, TNS and IMRB finds itself. It takes a visionary to not merely grow the market, but to spread the options of a market. That ship has now sailed and beyond less than a dozen former SPSS people I worked with, I have merely seen a lack of vision. Some of these market research agencies are now all about ‘telling a story‘, setting the presentation that can in most cases be done with SAP Dashboards and a karaoke system. In this the only part that is still tacky is that when we want to buy the SAP solution (approximately $500) we get to see “Please contact your local SAP account executive for more information on how to buy and implement SAP BusinessObjects Dashboards“, was adding a price that much of a reach?

So as we see the pressures of one branch, we need to see that the overlap is large, even as some are in different territories we know that they are intertwined. Yet this market is also as incestuous as it gets. Lightspeed Research acquires part of Forrester (the Forrester’s Ultimate Consumer Panel business), Forrester is growing in different directions and they are all connected to some degree. There is every chance that the higher echelons will have worked in any combination of SPSS, Forrester, Lightspeed, SPSSmr and ConfirmIT. Likely they already worked in 3 of the five players. Yet the visionary growth has remained absent to a larger degree and digital media is all about evolution and implementing new technologies and new solutions to drive consumer engagement, because the future here is consumer engagement, that alone will get you the data to work with and to set the needs of the industry.

That is the part SPSS as a company ignored and now that we see the shifts, especially in WPP, we see that both Tableau and Q-software have a massive opportunity to grow their market segment even further. The moment they or a third player comes with consumer engagement software, at that point IBM will also feel the pinch, even as it hides behind Watson, options like IBM Statistics (formerly SPSS) and IBM Miner (formerly Clementine, SPSS Data Miner), they get to realise that these two programs also brought new business as the consultants were able to see the needs of the larger customers. When that diminishes, IBM will feel the loss of a lack of visionaries in a very real way. A loss only accelerated by the impacts on WPP and all its subsidiaries. This last part is speculative, but supported with data. As we saw ‘Paul Heath resigns was Ogilvy worldwide chief growth officer and non-executive director of AUNZ‘, we need to realise that the larger insightful players will be seeing more changes. Ogilvy & Mather might be merely the first one, but these people all realise that changes will be different and market shares will change, not all in favour of WPP. We can see “Heath is resigning all his titles at WPP worldwide to return to Brazil to start a new streaming tech venture“, we can read this as a positive: ‘he is going to try something new‘. Or negatively ‘he knows who is on his level at WPP‘ and he has decided that he can grow a nice personal global market share by setting his view on the new player with a promising option for mucho growth. I believe that he is setting his view to become the larger player himself. This is good news as it optionally invigorates the market research market which WPP desperately needs, yet WPP is a lot more than merely market research. It is digital advertising, a field that SPSS (read: IBM) ignored until it was too late, yet when we see some of the services: Branding & identity, Consumer insights, Design, Digital Marketing, Market research, Media planning and buying, Public relations, Relationship marketing’ all valid groups yet there is a lack of options for consumer engagement and several of the other groups are options that many offer, some in niches, some only to midrange players, but effective due to expertise. That should have been a massive red flag and reasons for alarms at WPP, yet not too much was seen there. In all a situation that does not merely warrants the downgrade by Moody’s, the fact that it was averted whilst Sir Martin Sorrell was there as CEO is an actual much larger issue then most identified.

So the problem is not merely who can replace him, but who can alter the course of failed objectives will soon become a much larger issue for WPP, which optionally pushes down the market value by a mere 5%, which considering the 2017 revenue of £15.265 billion becomes an interesting amount.

 

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