Publicis' Trading Desk Expansion; Landscape Of Intent

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Trading Desk Expansion

Publicis’ VivaKi is continuing its international expansion and opening a regional Activation Centre in Singapore, according to Campaign Asia. This is the second VivaKi Activation Centre, the first being in Amsterdam, with a third being planned for China. Grace Liau will head up the new center as regional general manager, reporting to VivaKi President Kurt Unkel, and will be working alongside Stephen Tompkins, AOD Director. Read more. In June, prior to the Publicis-Omnicom merger, new partner Omnicom Accuen told AdExchanger it was already seeing “tremendous success in Asia.” Read it. How the agency trading desk strategy shakes out at the combined holding company entity remains unclear.

Landscape Of Intent

Intent is everywhere, at least according to KBS+ Ventures, which released a “Marketing Intent Landscape,” based on the LUMAscape charts. The idea is that intent doesn’t exist solely in search, but in social, premium publishers, location-based marketing, ecommerce and video. “There has always been data in advertising and content. And the idea that intent-based marketing is new isn’t true either. What is new and different is that we are entering an area where things are being much more easily shared by people, and we have the opportunity to communicate with them based on what they are sharing," KBS+ Director Taylor Davidson said. Read more.

Networked Native Ads

PandoDaily covers Nativo’s announcement about new “premium” publishers using their native ads platform. James Freiman of new Nativo partner TheStreet says, “It’s about both profitability and adding more quality content alongside our existing quality content. It doesn’t work when the quality of an advertiser’s editorial does it match up, but when you get the right content it can be highly lucrative. Nativo just makes it easier to do it at scale.” Read more.

Heart Of News

In his first lengthy interview on his acquisition of The Washington Post, Amazon CEO Jeff Bezos tells The Washington Post (what did you expect?) it will likely take years of experimentation to try and figure out WaPo’s strategy going forward. He adds, “Whatever the mission, The Post will have readers at its centerpiece. I’m skeptical of any mission that has advertisers at its centerpiece. Whatever the mission is, it has news at its heart.’” Read more.

Cord Cutting, Day 4322

On Multichannel News, more data on cable subscribers potentially cutting the cord in favor of IP-based delivery. MN’s Jeff Baumgartner covers SNL Kagan’s research “that U.S. cable, satellite and telco TV providers lost a combined 366,000 video subscribers.” Read more. The good news for cable jockeys is that year-over-year losses were better than in prior years.

The Technical CMO

Ivanka Trump poached Kate Spade’s successful VP of ecommerce, Johanna Murphy, to transform her fashion line from wholesale to direct-to-consumer, Digiday reported. “When you look at traditional fashion brands that start in an offline way, their online presence, with the exception of a few, is weak; it still feels like an afterthought,” Trump said in an interview. “It was really important that my CMO have digital experience, and she is the rare combination of being a true chief marketing officer, but not at the expense of not having a technical side.” Read more.

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