Tomorrow's Commerce Is Here Today For Disruptor Brands. Legacy Brands Don't Wait. [Forbes]
WPP plc American Depositary Shares (WPP)
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Source: Forbes
“Sales Overnight, Brand Overtime” was the time-honored route to marketing success for many of the biggest brands in the market. Use promotional tactics to drive your sales every day at the shelf, and patiently build your brand equity over the long term. Keep sales and brand functions separate. These were different areas of an organization with different jobs-to-be-done and different KPI's. Disruptor brands have rewritten the playbook. Many of these brands were born in commerce and built for commerce. Today, by using the right tools and channels, they are achieving “Brand Overnight AND Sales Overnight” – by creatively bringing “brand love” and “brand buy” closer together. That spells trouble for traditional marketers, who can be caught playing checkers while disruptor brands play chess (or perhaps Fortnite!) There are many examples. Check out The Pink Stuff , the fluorescent pink “miracle cleaning paste,” which leveraged “cleanfluencers” on social media, and the power of channels
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News
- WPP (LON:WPP) Is Due To Pay A Dividend Of £0.244 [Yahoo! Finance]Yahoo! Finance
- The Lacek Group Tackles "Next-Gen Engagement Marketing" in New White PaperPR Web
- Digital Ads Announces Expansion of Multi-Faceted Practices in Different Industries [Yahoo! Finance]Yahoo! Finance
- WPP First Quarter Trading Update [Yahoo! Finance]Yahoo! Finance
- WPP First Quarter Trading UpdateBusiness Wire
WPP
Sec Filings
- 4/25/24 - Form 6-K
- 4/5/24 - Form SC
- 4/2/24 - Form 6-K
- WPP's page on the SEC website