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WPP media agency GroupM has allied with sister content agency Hogarth to build a specialized addressable content practice, citing changes in the advertising landscape including the deprecation of the third-party cookie. 

The companies have pledged that the new practice will help clients “deliver more data-driven, highly-personalized advertising experiences to consumers.”

What’s been announced?

  • GroupM and Hogarth have created a global addressable content practice. The unit will be a collaboration between the two agencies, combining GroupM’s addressable media offering with Hogarth’s content creation abilities.

  • The new collaboration will supplement the existing addressable services offered by Mindshare, MediaCom, Wavemaker and Essence.

  • The GroupM service will operate out of London, Mexico City, New York, Shanghai, Singapore and Sydney, across 80 markets in total. Staff headcount is set to triple, pending client demand, over the next three years.

  • Richard Glasson, global chief executive officer of Hogarth Worldwide, said: “The ever-increasing demand for the intelligent and automated delivery of addressable content at scale remains a high-growth opportunity for brands. This global practice – ready today across six hubs and three delivery centers – will spearhead this opportunity with GroupM and its agencies. Given the scale of GroupM and the breadth of Hogarth’s global content creation capabilities, this practice will allow clients to accelerate and achieve their growth goals by staying relevant, timely and connected with their customers.“

  • Christian Juhl, GroupM global chief executive officer, said: “Campaigns are increasingly becoming outcomes-driven, especially as audience-first planning becomes the standard. This reality, the pending deprecation of third-party cookies and the growing number of ad-lite or ad-free platforms means we will have fewer opportunities to reach consumers in the future. A powerful and precise addressable strategy, across media and content, will help brands realize more fully the potential and performance of their message and investments. We’re excited to bring this to our clients globally.”