MAM

WPP launches new corporate trading unit

MUMBAI: Communications services group WPP has announced the formation of a new corporate trading division to help clients secure media credits in exchange for underperforming assets.


The new company, named The Midas Exchange, will be powered by GroupM, the world?s leading media investment management company and will initially operate in the United States.


The Midas Exchange was formed at the request of clients who asked that WPP, in cooperation with GroupM, enter the corporate trading arena to complement current services, seamlessly deliver a media plan consistent with objectives and be fully accountable for the total media product.
 
The new division will be headed by Kathy Kladopoulos, who has been named president of The Midas Exchange. Most recently Kladopoulos was Carat Trade EVP, MD which she launched nine years ago.


Kladopoulos pointed out that many WPP clients already engage in corporate trading with independent companies, but prefer that transactions be implemented by the same media agency network that handles their traditional media responsibilities.


Kladopoulos says, "Independent trade companies working outside a network don?t always work toward the common goal, which is to deliver an optimal media product and use corporate trade where it is most advantageous to the client.


?The key to the process is to maintain the integrity of the media plan consistent with set objectives and use corporate trade where it can add value and efficiency. The integration of this service with the strategic media plan is critical to achieve success.?
 
 
The Midas Exchange will purchase under-performing assets from a client at up to full book value for ?trade credits? or sometimes cash. These assets could include discontinued product lines, excess inventory, real estate, capital equipment, transportation vehicles and any other assets that the client cannot liquidate at book value. The client will then use the ?trade credits? as a partial payment substitution to purchase media or other goods and services.


Also, because of its relationship with WPP, powered by GroupM, The Midas Exchange is in a unique position that will allow it to trade original television programming for advertising inventory, a significant difference from traditional corporate trading operations.


?We plan to work directly with WPP through GroupM Entertainment to produce and/or license TV programming to television networks in exchange for inventory access to be used by The Midas Exchange. This will provide much greater access to key inventory on the most desirable TV networks, which generally are less inclined to participate in corporate trade deals" adds Kladopoulos.
 
 
Kladopoulos also pointed out that while the new company will work for GroupM agency clients, it will remain an autonomous operation totally separate from the agencies and their buying teams. The execution of media activity funded by media credits will be managed directly by implementation personnel at The Midas Exchange and not through the traditional GroupM/agency trading groups who place traditional paid media.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/Prasad-Shejale.jpg?itok=q_ku0rux
Tech, consumer behaviour, marketing create successful campaigns: Logicserve’s Prasad Shejale

Winning 50 awards in 2018 has not dented Logicserve Digital’s urge to keep progressing. The Indian media agency arm of Logicserve Group feels it still has a long way to go. In an exclusive conversation with Indiantelevision.com, Logicserve Digital co-founder and CEO Prasad Shejale outlined the...

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/ashish.jpg?itok=nwmtKmIe
McCann India appoints Ashish Chakravarty as creative head

McCann India has a top level change Ashish Chakravarty has returned to McCann Worldgroup as executive director and head of creative, India. He will report to McCann Asia Pacific chairman, McCann Worldgroup India CEO and CCO Prasoon Joshi.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/ra.jpg?itok=2_RN9kG0
Racold launches #ShowerDecision campaign

Water heating solutions provider Racold has launched a new integrated marketing campaign called #ShowerDecision.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/supari.jpg?itok=EYxL10A1
Supari Studios produces new campaign for Clinique ‘We Hear You’

Digital content studio, Supari Studios, produced the latest campaign for Clinique’s Even Better range of products and is directed by Sameer Ghauri.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/brand-factory.jpg?itok=3YWNx_8I
Brand Factory launches 3rd free shopping weekend campaign

Brand Factory by Future Lifestyle Fashions has announced free shopping weekend (FSW) with a tongue in cheek humour

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/kfc.jpg?itok=S1hfBTED
KFC launches ‘Super Saver’ range

KFC India recently launched its all-new Super Saver range – a combo of KFC delicacies starting at Rs 99 with a new TVC conceptualised.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/purpose.jpg?itok=wXSSGMva
Asian consumers want brands to align with relatable social causes: Kantar

As per a report titled ‘Purpose in Asia’ from Kantar, consumers in Asia want brands to align with issues that matter to them.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/dentsu.jpg?itok=GoQkzEfV
Dentsu Impact, We Are Water Foundation promote #CloseOpenDefecation

To mark World Toilet Day, Dentsu Impact, the creative agency from Dentsu Aegis Network, joined hands with We Are Water Foundation, CSR wing of Roca Bathroom Products Pvt Ltd and launched a social experiment ‘#CloseOpenDefecation’ at Sector 29—Gurugram, Haryana.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/08/Karnik.jpg?itok=2YOLquvl
Pet Tales with MediaCom senior business director Ketan R Karnik

Pets are a gateway to escape from everyday's stressful life. There is nothing more satisfying and relaxing than coming home to your 'buddy' and spending some quality time with our little furry friends. Executives that have a stressful and strenuous job love to spend some quality time with their...

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories