Takeaways from Adam & Eve's earn-out deal | How to actually drive transformation

 

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Campaign: Agencies September 12, 2017

Adam & Eve's £110m earn-out deal puts a premium on cultural impact Gideon Spanier Adam & Eve's most famous client prides itself on being "never knowingly undersold" but the agency's founders certainly didn't under-sell themselves. Accenture wants to be world's biggest 'experience agency of record' Gideon Spanier Accenture Interactive claims it is building the first global "experience agency of record" and that it can cater for the needs of brands better than traditional agency holding companies. Peak transformation: how to tackle the risky business of driving change Nicola Kemp Few words in marketing are as loaded or meaningless as transformation. But while the industry is tiring of talking about it, delivering it remains crucial to business survival. Airbnb awards global remit to Wieden & Kennedy Omar Oakes Airbnb has named Wieden & Kennedy as global agency of record to lead its roster of agencies following a pitch against DDB. Mars Petcare gives brutal twist to debut ad for Dreamies Deli-Catz brand Omar Oakes Mars Petcare's first ad campaign for new cat food brand Dreamies Deli-Catz features a cute friendship between a cat and a chick that is brutally cut short. Migration is important for creativity Jo Wallace When difference fuels creativity and art is a universal language migration is vital to creativity, writes Jo Wallace, creative director at Publicis London. Nespresso goes big on sustainability credentials in new global campaign Simon Gwynn After years of being "shy" about how it sources its coffee, Nespresso is putting its partnership with farmers at the centre of a new campaign, the brand's chief marketing officer tells Campaign. Ogilvy & Mather lands Trebor ad account Jeremy Lee Ogilvy & Mather London has picked up the UK advertising account for the Trebor mints account without a pitch, further strengthening its relationship with Mondelez. Ogilvy picks veteran digital chief Nuytemans to run Middle East Claire Beale Patou Nuytemans, the chief digital officer of Ogilvy EMEA, is taking over as chief executive of Memac Ogilvy in the Middle East, replacing Edmond Moutran, the founder of the agency. Atomic London moves Goulding to CEO while Fox becomes chairman Ben Bold Atomic London's founding partner Jon Goulding has been made chief executive, with fellow co-founder Nick Fox taking on a chairman role at the agency. Luke Taylor joins Omnicom to head new CRM division Gideon Spanier Omnicom has snapped up Luke Taylor, the former chief executive of Publicis Groupe's DigitasLBi, to head a new CRM division, Omnicom Precision Marketing group. Leaning in to the first night of Nabs Flagship Fast Forward 2017 Jo Arden Reliability, empathy and Donald Trump were among the discussion points for the first night of Nabs' annual Fast Forward event, writes MullenLowe London's strategy chief. Promoted Dmexco Decoded: Reacting to the rise of social video on Facebook and beyond Hannah Smith, agency sales director, 4C Insights Spend on social platforms is increasing as brands tap into the growing popularity and effectiveness of social video The Work CALM "Suicide notes" by Adam & Eve/DDB CALM (The Campaign Against Living Miserably) ran a powerful press campaign for National Suicide Prevention Day on Sunday. ClientEarth "Poisoned playgrounds" by BMB BMB made an eerie film for ClientEarth in response to the government's new Air Quality Plan, which the charity claims is inadequate. Dreamies "Best friends" by Adam & Eve/DDB We won't ruin the twist at the end of this ad for the new Dreamies Deli-Catz treats, but it's what you would expect from an ill-fated friendship between a cat and a chick. Yopa "Seriously, why not?" by Lucky Generals Lucky Generals' first campaign for Yopa introduces characters in ridiculous situations that keep them from using the digital estate agent themselves, from being entombed in ice to trapped in a boring dream. More TRENDING Uncommon people: Was Leonard, Jameson and Graeme's disruptive new agency worth the wait? Claire Beale Adland's newest start-up is in the business of making a difference. Adam & Eve shareholders pocket £110m after earn-out Gideon Spanier The founding shareholders in Adam & Eve have collected an estimated £110m from the sale of their agency to Omnicom after completing a lucrative earn-out worth triple the amount they received initially. Promoted Dmexco Decoded: Powering your advertising through technology Michael Connolly, chief executive officer, Sonobi Tech partners can add value to your brand's digital media plan but you need to ask the right questions Join Campaign today If you are enjoying this bulletin, become a member now and get even more of the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events and a host of other membership benefits Join us now Campaign Jobs Digital Business Development Consultant - Design & Brand Comms Agency £50,000 + attractive bens package. 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