Online advertising in MENA is growing at an unprecedented rate of 37% per year to hit $2.8 billion in 2016. As the region plays ‘catch up’ with other world markets, the potential for meteoric growth in the sector is clear. “We are living in times when the ones who fail to keep up pace will stand to lose business. It’s the law of the survival of the fastest,” says Omar Christidis, founder and CEO of ArabNet. “That’s why we are gathering industry leaders and digital experts to discuss these critical issues during the ArabNet Digital Summit 2013 on June 24-26 at Atlantis, The Palm, in Dubai.”
Designing integrated digital campaigns is one of the hottest topics resonating in the industry. 48% of users watching TV are also using their mobile or tablet at the same time each day. This figure rises to a staggering 85% if we consider how many users do so per month. The adoption and use of online technologies and services, particularly in mobile services, is showing stellar growth, as Maud Moawad, CEO, Maddict, points out: “Mobile display advertising for tablets and smartphones will increase at a rate of 40 to 50% yearly. The growth experienced over the last 9 months was above 60%.” With the growing number of available platforms, brands are now looking for new opportunities in the ever-developing digital space. The ArabNet Digital Summit will discuss ways for agencies to engage users across multiple platforms, screens, and mediums within their campaigns.
The Summit will delve into yet another hot topic in the industry—the future of digital video. Experts estimate that we will have 6 million years of online video by 2016. Mobile video is particularly prominent in the MENA region, with 37% percent of online consumers watching video on mobile phones at least once a day. “Video consumption in our region exceeds international rates, with on-demand viewing and online video now more accessible,” says Omar. “What are content owners and distributors doing to stay ahead of the curve? These are some of the questions that the Digital Summit seeks to answer.”
More than 57% of companies in the Middle East are increasing their digital marketing spending this year; 27% of this increase is spent on social media marketing. Social media platforms, including Facebook and LinkedIn, alongside leading media agencies, such as OMD and Starcom, will share their best practices and case studies at the ArabNet Digital Summit, including a series of back-to-back presentations on the latest research in social media. The conference will also investigate new platforms that facilitate listening and sentiment analysis by tracking communication, feedback, and real-time analytics accurately and efficiently.
“The role of the agencies and the relationship between brands and their customers is being redefined by digital technologies,” says Omar. “Media and advertising companies must enrich their digital competencies and offerings and understand emerging media platforms to stay relevant.”
Taking place between the 24th-26th June at the Atlantis Hotel, The Palm, Dubai, the ArabNet Digital Summit will help business executives, entrepreneurs, marketers and investors tap into the latest trends and opportunities in digital business covering social, mobile, commerce and media and advertising, both on a regional and global level. The event is expected to bring together over 1,000 entrepreneurs, executives, experts, investors and media representatives to meet and share insights over the three day program.
Marketers are aware of the value of experience and they want to give their customers the best one. Experiential marketing has evolved as an integral part of the marketing mix and is definitely here to stay.
It connects audiences with the authentic nature of a brand through participation in personally relevant, credible and memorable encounters. It focuses on making a personalized connection using emotional involvement. Experiential marketing industry can be seen as a sales building or a brand-building tool. Experiential marketing is becoming increasingly important within the communication mix of many companies as an effective way of not only reaching the masses but of imprinting a brand name.
If planned properly, experiential can retain, reappraise, as well as recruit by taking a brand out of its traditional environment and challenging the consumer to re-evaluate it, turning customer interaction into a long-term brand-building tool.
Events are the original social media and a blend of technology can really help in driving engagement, interactivity, immersion, internalization, enhancement and extension.
It is no longer just an awareness raising tool but key for generating sales. There is a growing need for such event campaigns to be integrated with technology. Earlier this year gyro had put the unique ignition method into practice by revealing the new Hewlett Packard brand to Europe at Drupa 2012, the international trade fair for print media in Düsseldorf. From the concept of the HP stand and adjoining website, to the design of the handouts and even some brand activation at the event, Gyro presented HP to over 35,000 people.
Exhibition marketers often need to stay ahead of the curve to provide value-added services to attract and retain their target audiences and provide brands the right opportunities to reach these audiences as part of their business model.
Audiences interact with brands both online and face-to-face. Together, face-to-face and digital marketing are a potent combination that can deeply engage audiences where they live, work and play and build real, long-term relationships. Marketers must ensure that the plan includes an appropriate mix of both kinds of tactics.
Consumers of experiential and interactive digital communications share many characteristics, making the two channels a natural fit. Brand engagement for both is centered on discovery and consumer interaction - pull marketing at its most compelling.
While certain elements of digital have been commonly used as part of a push strategy (with pop ups and banner advertising for example), digital is becoming far more sophisticated and brands have quickly realized that consumers are at their most engaged with any medium if there’s an element of discovery, such as finding something new like a new Facebook group that they are interested in.
And consumers choosing to engage with brands at events and in the digital world are also doing just that – they are choosing. They are active rather than passive and like to feel in control, making experiential and digital perfectly matched partners.
To sum it all, the productive integration of digital media with event marketing continues to grow. The best uses of digital in event space should be applied to generate greater understanding of the brand by the customers.
As people are getting more into viewing and sharing videos via Facebook, YouTube, Dailymotion and other social networking sites, businesses are also making ways to follow them to monetize on this opportunity. With this in mind, advertisers are also coming up with new techniques and ideas to advertise their services and products using these platforms.
Breaking its way into the advertising mix: advertisers have woken up to the potential of online video.
More and more business accounts are being created on YouTube on a daily bases, and business are portraying their messages and products online using creative videos.
Twenty-three percent of brands are now using online video advertising as part of their marketing arsenal, according to a study by Kantar Media.
The media research company in October analyzed the advertising of more than 4,100 brands.
The study found 12% of brands used both online video and national TV in their advertising, 11% used online-video advertising exclusively and 77% of brands used national TV advertising exclusively.
The restaurant and automotive industries were the most likely to use both video and TV advertising, at 43% and 30% respectively.
The reports of companies moving to online video advertising exclusively come as consumers continue to view more online video. According to a recent study from comScore, 11 billion online video ads were seen in October.
ComScore reported last November that over 88 percent of online users watched at least one online video in October. According to the firm's report, 22 percent of online video seen during the month were ads.
Kantar Media has also rolled out an online video measurement service, which captures pre-roll, mid-roll and post-roll video ads playing within videos shown on more than 90 video websites.
YouTube is evolving to be a platform or hub for companies to host their own channels, and enabling sites such as Vevo and Machinima to rapidly gain global audiences, especially amongst the 13 to 34 year old demographic
Frost & Sullivan predicts the online video advertising market will grow strongly during 2013, by over 50 percent and, looking further ahead, the analyst firm predicts that the market will grow at a CAGR of 39 percent to 2017, increasing from $86 million in 2012 to $442 million in 2017.
More video means more places to put ads and more chances to reach a potential customer. And right now, video advertising is a bargain compared to 15 seconds on a primetime TV show.
By setting up videos online, this doesn’t necessary guarantee sales and conversion, but for sure it is a way of building your online brand, improving click rates through to your website and showing users a different aspect of your business.
Well-made videos can rank extraordinarily well in search engines due to the descriptive tags you can associate with them and the partnerships between video sites and search engines, such as YouTube and Google.
Adobe has boosted its portfolio for online advertising solutions with the introduction of Primetime Media Player, touted to enable TV content owners and distributors to maximize audience reach while seamlessly integrating and monetizing online video ads.
The solution is supposed to distribute, monetize and then analyze user data based on the visitor's behavior. Eventually, that means that ads can be better targeted and optimized within the player based on the individual user in order to provide a better experience for the consumer while maximizing the value of the content and advertisements at the same time.
The coming days and months will continue to see the evolution of online video as it stakes its claim in the ever-changing world of internet. As consumers and marketers, there is much time as we discover various possibilities of what online video will serve up-for users and advertisers alike.
All art is conflict. There has never been a story, novel, musical composition, painting, cinema or any other work of art that does not have inherent conflict within or does not arouse conflict in the minds of the beholders. A blank canvas or white screen or silence does not make art. Yet, while we understand the role of conflict in the arts, when it comes to the field of brand communications, be it advertising or marketing, we seem to not realize its importance.
If you look at it closely, conflict is also an integral part of a good brand message. All awarded ads have conflict, either between its characters or in the story. The case is the same with any other branding and marketing concepts. Like art, all brand messaging is also about conflict.
It is however important to understand what exactly one means by ‘conflict’ in brand messaging. To put a simply, conflict in a brand message is about changing the equilibrium of the recipient so that his or her state before and after the message is not the same.
The foremost thing to understand is that when we talk of conflict, we’re not talking of conflict in message. The brand message that one wants to give out has to be crystal clear for it to have any chance at success. Conflict is what is created in the minds of the consumer who is taking in the brand message.
A desire, a wish, a need, an emotion of fear, pain, anger or grief, are all conflicts that are created in the minds of a consumer with intelligent brand messages.
Thus before a woman sees a brand message for a beauty cream, that state is a state of equilibrium. But the moment she sees an ad about a woman who has flawless skin because she has applied a particular cream, this takes her away from her equilibrium into the state of desire to have such clear skin herself. This, in turn, leads her to buy that product. Without the removal of the initial state of equilibrium and creating the ‘conflict’ which comes out as desire in this case, the message will not translate to sales for the brand.
Once upon a time, ads were more like announcements. They merely stated the existence of a new product and a consumer was supposed to buy the product after reading that. Those were the times of less media clutter and very few messages. Thus, these ads worked. Today, however, things have changed. Unless you shake a consumer out of his equilibrium, you don’t have a shot at success.
One thus need to approach a brand messaging with the awareness that at the basic level the message is trying to shake a person out of his equilibrium and inject conflict. Once aware, focus should be on creating not random, but well calculated and intended conflict in the consumers minds. Once this is clear, one can choose the best possible means and vehicle for its delivery.
In the end, do remember that conflicts in brand messages work because there is no conflict in the minds of the creators. So be clear about your message, and go for the ‘conflict’.
The MENA region is thriving amid a high-tech revolution and the UAE is at the heart of the drive to innovation. That’s according to founder and organizer of ArabNet, Omar Christidis. “Almost half of all startups investment in the region is flowing into the UAE, that’s a phenomenal figure. That growth in opportunity is a key reason why we’ve brought the ArabNet Digital Showcase into the ArabNet Digital Summit event in Dubai. It’s designed to be the first growth platform in the regionfor up-and-coming digital enterprises looking to expand their companies in new markets.”
The ArabNet Digital Showcase is specifically developed for young digital companies that already have a strong product or service offering and traction in their home markets. The Showcase comes as part of one of the highlights of the ArabNet Digital Summit being held in Dubai at the Atlantis, The Palm from the 24th-26th June. The Showcase will provide these fast growing enterprises the opportunity to present their businesses, highlight on their latest updates, and conduct one-on-one networking sessions with media buyers and players, marketing managers, telecom operators, banks and payment institutions, and otherstrategic partners and clients.
The ArabNet Digital Showcase will also offer participating businesses the chance to meet highly influential investors who will help them take their business to the next stage of development. The past few years have witnessed an increased influx of investments in technology in the Middle East, especially UAE.
“ArabNet hopes to engage the highest number of enterprises possible within the Digital Showcase,” stated Christidis.
A recent report from Sindibad Business showed that the total amount of investment in internet and technology in UAE for the years 2011 and 2012 exceeded $74 million, which is more than the total investment flow in Jordan, Saudi Arabia, Egypt, Lebanon, and Morocco combined.
The Arab digital generation, a tech-savvy demographic born between 1977 and 1997, accounts for 40% of the MENA population and is distinguishing itself economically, socially, and politically. These young people’s thirst for going digital is reflected by the 60% increase in smartphone penetration in the GCC. Conforming to this growing appetite for technology, most companies in the region now allocate 22% of their annual marketing budget on digital, and 58% of companies are increasing their digital marketing budget this year.
The ArabNet Digital Summit, the biggest annual gathering of digital professionals and entrepreneurs, will be held on June 24-26 at the Atlantis, The Palm, in Dubai. The event will placeover 800 digital experts, investors, and industry leaders at the heart of the Arab digital community. “When you want to host a digital event that huge, you go to the epicenter of the digital business boom in the region,” said Omar Christidis, founder and CEO of ArabNet. “This is why we chose to hold the Summit in Dubai.”
Nearly three-quarters (72%) of Tablet owners who read a magazine on their device in the last 30 days say they would prefer all digital magazines to be formatted in the same way, according to new research from the GfK MRI iPanel--composed exclusively of Tablet and eReader owners. Almost the same percentage (70%) said they would like to be able to buy items by clicking on the ads in a digital magazine.
GfK MRI asked Tablet owners who read a magazine on their device in the last 30 days to give their opinion on several magazine-related topics. Additional findings include:
Asked about digital advertising in general, nearly three-quarters (70%) of Tablet magazine readers say they like electronic ads that are personalized to their interests.
A majority of Tablet magazine readers (67%) say that, if available, they would rather read an electronic version of a magazine than a paper version. However, 65% of Tablet magazine readers say it's more satisfying to read a magazine the traditional way--on paper.
"Although magazine publishers are experimenting with different formats in order to differentiate their digital brands, this is not necessarily resonating with digital readers adopting the new Tablet technology," said Risa Becker, SVP Research at GfK MRI. "Another really interesting finding is the seeming contradiction between the fact that most Tablet magazine readers prefer to read electronically, and most also say it is more satisfying to read on paper. This may speak to the fact that although the convenience of electronic magazines, including the portability and immediate access, are highly valued by Tablet readers, paper magazines still have a special tactile appeal."
Some of the less positive findings from the GfK MRI iPanel are that almost half (48%) of Tablet magazine readers say electronic magazines take too long to download, 46% say that videos in digital versions of magazines are "just a gimmick" and 43% claim they find it hard to search for magazines they want to read on their Tablet.
Middle East is a region that spans southwestern Asia and northeastern Africa. Arabic is the most used language in Middle East. There are number of magazines being published on weekly, monthly, quarterly and annual basis to cover the latest across the globe. Most of the Middle East magazine publishing companies have adopted the eMagazine technology to reach their readers where they are.
Apart from large number of people using various social media platforms to unite well with friends/family and shopping, they are indulging in activities which seem to be far from the nature of services a social media platform should be providing.
You must also be aware of the posts that you see on your Facebook wall revealing that what articles on various subjects did your friends read or have been reading. Which certainly encourage a lot of us to go and read what our friends are reading and rather than just a lot of entertainment through pictures and videos, people have now started sharing a lot of worth reading content/news on social media.
And interestingly on Facebook and Twitter, a significant percentage of users get news they would not have read elsewhere.
Building from their strengths as places where millions of people connect with friends and family, Facebook and Twitter have taken evolutionary steps to become publishing platforms for news, video, photos and entertainment content. “Users are learning that the more they share, the more they discover,” said eMarketer senior analyst Paul Verna in his new eMarketer report, “Facebook and Twitter as Media Platforms: News, Video, Music and Games.” “And the more they discover, the more likely they are to turn first to Facebook for content they used to get elsewhere.”
Since late 2011, Facebook has been gradually rolling out its Timeline interface, which puts greater focus on media activity compared with the previous iteration of the Facebook newsfeed. The experiment thus far seems to be successful. According to a report from Simply Measured, as of February, worldwide content engagement on Facebook has gone up by 46% compared with before Timeline. Twitter’s addition of the Discover tab to its navigation menu was also designed to encourage interaction among users and published stories.
Even before Timeline, Facebook’s strategy has been to use social apps to draw users into the media space. This has proven to be a winning formula for Facebook and media partners such as The Washington Post, The Guardian, VEVO and Spotify, as well as Zynga’s FarmVille, Facebook’s first mega gaming hit.
“Whether through the efforts of media companies or the unprompted sharing activity of users, more media content is making its way across the social web. This trend has put Facebook and Twitter at the center of the media ecosystem and turned their users into active participants in the content loop,” said Verna.
According to the Pew Research Center’s Project for Excellence in Journalism, 39% of Twitter users said most of the news they got on Twitter in January 2012 was not material they would have read elsewhere. On Facebook, the corresponding percentage was a bit lower at 34%. This means that, by eMarketer’s estimates of the Twitter and Facebook user bases in 2012, more than 11 million Twitter users and more than 48 million Facebook users are getting news on those services.
Added Verna, “Marketers who are savvy about how to use Facebook are focusing … on the site’s strength as a content portal, its viral power and its ability to deliver qualitative and quantitative feedback on brand campaigns.”
Tablet usage is at an all time high in the Middle East; more and more people either own a tablet or want to have it. According to a survey conducted by Jefferies Research, almost half of survey respondents from the Middle East indicated strong desire for owning tablets. Leading tablet maker Samsung also feels that Middle East is a very important market when it comes to purchasing power as Samsung sold more than a million units of its Samsung Galaxy Tab within 3 months after initial launch here. Its ten percent of accumulated global sales came from the Gulf region.
But why do people have this strong urge to buy a tablet? There could be three reasons:
1. They are professionals and want a lighter and efficient option while on the move
2. Treat it a status symbol and want to experiment with it
3. Just because the other person has it
One thing which is related to buying a tab is certainly its contribution to swift mobility and it is believed that people who are on the go all the time prefer a tab instead of a laptop. But data reveals something else- Just over one-third of tablet owners likely to use devices in-store, reports eMarketer.
US consumers have embraced tablets at a staggering pace. And one of the major selling points has been their portability. But, interestingly, a Q1 2012 study by Viacom of US tablet owners found that they used their devices at home 74% of the time. That makes sense considering that consumers appeared to be using tablets largely for entertainment purposes, such as playing games, or watching television and movies.
Of those using tablets at home, more than nine in 10 employed the devices in either the living room or bedroom, bolstering the idea that consumers used tablets primarily for fun or relaxation. But three-quarters of respondents were at least somewhat likely to use their tablets in a home office, suggesting that the devices were used for work at least some of the time.
Outside the home, tablet owners were most likely to use their devices while waiting at an airport, or in an airplane. Meanwhile, a low percentage of respondents (36%) used their devices in a store, suggesting that tablets do not have the same mobile shopping draw as smartphones. In-store shoppers are more likely turning to smaller smartphones to check prices and browse product reviews. But recent research has shown that consumers are taking advantage of tablets’ larger screen sizes to research products before arriving at a brick-and-mortar location.
eMarketer estimates that there will be 54.8 million tablet users in the US by the end of 2012, with that number climbing sharply to 89.5 million by 2014.
According to a report by Morgan Stanley, the market demand for tablets can balloon to about 100 million in 2012 in the Gulf region and about 75% of tablet owners use their tablets for tasks they’d perform on a desktop, laptop, or netbook–that is, to browse the Web, send/receive email, communicate through instant messaging, keep in touch with contacts via social networks, consume multimedia content, and gaming.
Mobile is emerging as the most multi-dimensional channel available to marketers, according to a leading market research firm.
Smart devices enable customer interaction on a personal level with new forms of engagement and rewards while providing retailers with valuable advertising opportunities, the newly published TNS Mena Annual Mobile Life Report finds.
The report looks at consumer behaviour, motivation and attitude based on responses from 38,000 people in 43 countries, intended to help companies develop a mobile business and marketing strategy.
The UAE enjoys a 73% penetration of mobile internet usage while Mena and global figures remain at 41% and 51% respectively. A recent study also shows that 83% of users in the UAE agree that mobile is an extension of me — I feel lost without it' with 81% stating their mobile is their most important piece of technology.
80% of the brands in the MENA region who are engaged in digital advertising are still in the infancy stage of the brand lifecycle, and this means that they have some way to go in terms of engaging with their customers. Generally companies in the UAE allocate only 15% of their budget to digital activity and only 6-7% across the whole MENA region.
The BPG Group and Deloitte Middle East have said they expect mobile advertising in the region to increase significantly in the second half of this year and into 2014.
A total of 60% of these brands acknowledged that they were at the early stages of their digital lifecycle, either creating a website or application. In 2013, 80% of these brands in the UAE anticipate that combined budgets for mobile, smartphone and tablets will increase but will still be less than 10%.
Both also agree that the current low level of digital and mobile advertising revenues in the region is a market anomaly and there is significant opportunity for growth, considering that all market drivers are aligned to drive mobile advertising into a new phase.
Brands have the potential to grow mobile advertising even faster if they are more content driven and become brands of proposition rather than brands of opposition. Brands of opposition simply put more effort behind defining who they are and what they believe in, rather than continuously battling against competitors.
"As more people gain access to smartphone technology, they are eager to use new content and multiple functions as long as they deliver convenience, experience, reassurance, relevance and independence," explains Steven Hamilton-Clark, CEO of TNS Mena.
"Saving consumers time, effort, and delighting them with simple convenient solutions is key for a brand to remain in the mobile circle of trust," he says.
The study also highlights how customers want to interact with the world around them as they look for brand experiences that engage, entertain and remain top of mind.
"We found that consumers want to take the risk out of decision making and have the reassurance of assessing products and offers with relation to sources that they trust to make an informed, independent decision," added Hamilton-Clark.
"Furthermore brands that deliver relevant and timely solutions, linked to a location or topics of interest hold greater potential for consumer uptake. However customers seek freedom and independence to make choices and conduct activities when and where they want to."
The study stresses how as mobile engagement grows, consumer brands must be ready to manage a full spectrum of customer services, from assisting pre-purchase research, through to product selection, purchase, delivery, as well as a slick after-sales service.
"While we continue to choose diverse ways of seeking purchasing reassurance, an integrated approach that meets customer needs at all touch points is essential," says Hamilton-Clark.
When Middle East is at its peak of digital intercession, European students/ to be marketers claim that social media and digital marketing agencies will disappear within ten years as the channel becomes a discipline for all marketers. Mushrooming of newer agencies has almost become a norm not only in the gulf but all over the globe so this report proves to be an insightful read for everybody who is connected or would like to tie to the digital domain.
Pan-European survey of 2,000 marketing students reveals current generation doesn’t believe they are ‘digital natives’. Generation is critical of marcoms industry for enjoying ‘unfair subsidy’ via unpaid internships and ‘not doing enough’ on sustainability 86% want to work for agencies that are as much about the creation of social good as about creating profit for brands.
Red Bull Stratos most admired campaign of the year Maurice Lévy, Chairman and CEO of Publicis Groupe said the results were ‘fascinating’ and ‘even our new talent should not be complacent’ about digital media.
The current crop of graduates embarking on a career in advertising and marketing do not believe they are ‘digital natives’. Instead, they believe it is the generation ten years younger than them who will be the true masters of digital media.
They also believe stand-alone social media agencies will no longer exist in 10 years time, having vanished from an advertising landscape, which will become dominated by Content Marketing and ‘PR Thinking’.
These are some of the findings from a new report published by the MediaSchool Group. Titled the ‘Next Generation of Marcoms’, the report contains a survey of more than 2,000 students aged between 20 and 25 years old studying Advertising, Marketing Communications, Design, PR and Events.
Students in the UK, France, Spain and Belgium were questioned on five different themes covering: ‘Digital and the Next Generation’, ‘The Future of Marcoms’, ‘Career’ ‘Ethics’ and ‘Inspiration’.
The results reveal a generation convinced that social media is something applicable across all marketing functions. Close to 90% said social media was channel that all marketing practitioners should use and that it was not a ‘stand-alone’ discipline. However 70% either agreed or strongly agreed that 20-25 year olds today are not digital natives – and that the generation ten years younger than them represents the ‘true digital natives’.85% either agreed or strongly agreed that by 2023 social media and digital agencies would
not be stand alone specialists and that by then they will be integrated with other marcoms agencies of be full service themselves
77% believe Facebook is the most important social media tool a brand can use to communicate to this generation. Only 40% agreed with a recent statement by Sir Martin Sorrell that Twitter was not an advertising medium.
‘Future of Marcoms’
The study reveals a generation that understands the evolving nature of the marketing industry and predicts an emerging dominance of Content and word of mouth.90% agreed or strongly agreed that in ten years the agency they work for would be full service where practitioners would be comfortable creating strategies in advertising, direct, social, digital and PR
81% either agreed or strongly agreed that Content Marketing where brands become publishers and creators of their own content would be essential part of their job in ten years 70% agreed or strongly disagreed that ‘PR thinking’ where the creation of word-of-mouth and trust for brands is most important – would dominate the way agencies respond to briefs in ten years times
In a reaffirmation of one traditional channel some 68% disagreed or strongly disagreed that TV advertising would be ‘irrelevant’ in ten years time70% said that in ten years advertising’s job would be mostly to ‘entertain’ and not to ‘sell’ or ‘Career’.
The study suggests a generation of optimists when it comes to their career prospects particularly on questions of gender and equal opportunities.64% thought that inten years time the agency they worked for would pay them the same salary as a member of the opposite sex 73% thought they would have the same opportunities as a member of the opposite sex to rise to a position of senior management within an agency in ten years time 64% thought that on average agencies were more meritocratic places to work than in-house
Sustainability, social good over profit and unpaid internships were all subjects covered in the Ethics section of the study.78% believed the marcoms industry enjoys an unfair subsidy provided by this generation –more than any generation before 26% of students had worked unpaid for more than three months 5% had worked unpaid for six months 45% worked unpaid for two months On sustainability: 70% thought that marcoms agencies were not doing enough to create a sustainable world 86% said they agency they want to work for would have to be as much about the creation of social good as about creating profit for brands
International marcoms group Publicis, Global PR agency Ogilvy and Red Bull were the three brands most cited when the students were asked to talk about inspiration.54% said Publicis Groupe was the Most Admired International Marcoms Group (Omnicom 11%, WPP 10%, IPG 2%) The most admired advertising agency was also Publicis 28%, then TBWA (15%) and Havas(12%) The most admired PR agency was Ogilvy PR (31%) followed by Edelman (15%) and H+K (13%)Publicisgroupe.com 3/5 44% said Red Bull Stratos was the most admired creative or branding campaign of 2012 followed by Nike: My time is now 20% and the Olympics opening ceremony (19%) Apple was the clear favourite as the in-house team this generation would most like to work for receiving 44% of the votes.