Morning Coffee Mar 08 2012

WPP is Building an Interactive Marketing Monster

By damian ghigliotty

A note to those who work under the WPP banner: more agency consolidation on the way.

The U.S. advertising holding giant is funneling more of its small to medium-size shops, including its Seattle-based digital agency Zaaz, into its interactive marketing arm, Possible Worldwide, Ad Age reported.

Zaaz's chief executive Shane Atchison will take over as Possible's new head, while the agency's acting chief executive, Trevor Kaufman, will move into the role of chairman. Atchison will handle Possible's daily operations. Kaufman will take on a more strategic role, including the targeting of more potential acquisitions.

WPP formed Possible in February 2011 by consolidating several of its digital holdings, including Schematic and Bridge Worldwide. WPP's goal is to create a powerhouse that can compete with rival digital agencies such as Publicis Groupe's Razorfish and Digitas, according to Ad Age.

With the absorption of Zaaz, which WPP's Wunderman agency acquired in July 2006, Possible now has 23 offices and 1,200 employees around the world.

Not everyone is a fan of advertising conglomerates. In February FINS spoke with TargetCast co-founders Steve Farella and Audrey Siegel about their efforts to build a strong independent agency in the midst of ongoing mergers and acquisitions in the industry.

Sales Buzz

Live Sales Chat (The Sales Blog)

Matthew Dixon and Brent Adamson, Corporate Executive Board managing directors and co-authors of "The Sales Challenger," will be answering questions about how the customer buying process is changing and what that means for sales professionals via a live video chat at 12 p.m. ET. Viewers can submit their questions via Twitter (#CEBChallenger and @iannarino).

Amazon Growth (New York Times)

Amazon is flying high and is expected to continue growing its head count in 2012. The e-commerce giant had 56,000 employees nationwide at the end of 2011, a 67% rise from 2010.

Key Accounts (Sales Machine)

Sales Machine offers six tips on how to avoid making "a sucker bet" while competing for a key account.

Marketing Buzz

Salary Stagnancy (Direct Marketing News)

If you work in interactive marketing, there is a good chance your salary will remain the same as last year, according to recruitment firm Crandall Associates. The numbers aren't too shabby though: A director of integrated direct marketing with seven or more years of experience can expect to earn between $111,000 and $128,200 a year.

Applbaum Exits (Ad Age)

Lee Applbaum, RadioShack's chief marketing officer, is leaving the electronics retailer during its creative review. No replacement has been named.

Buckley's New Gig (Adweek)

Media industry veteran and former Weather Channel senior vice president Sheila Buckley has been named chief revenue officer of the advertising technology company Vibrant Media.

Palmer's Promotion (Retailing Today)

Tony Palmer, senior vice president and chief marketing officer of the paper products company Kimberly-Clark, has been promoted to president of global brands and innovation with an expanded role in helping build the company's global reach.

Buzz Around the Office

Cobwebs (YouTube)

A visual trip from animator Cyriak Harris.

List of the Day: Networking with Ease

Try these verbal cues if you need to start or stop a conversation at a networking event.

1. I'm going to look at that exhibit over there if you'd like to come.

2. I see you work at Company X. Please tell me about your experience.

3. It's been great chatting, but I see a few other folks I need to connect with.

(Source: The Daily Muse)

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