Omnicom

Ideally pushes synthetic research into creative process

Ideally, a New Zealand market-research firm founded in 2023, is promoting the use of synthetic audiences and AI-driven consumer insights earlier in the creative process to boost creativity and reduce risk. The company says its platform connects tests across teams so data compounds over time via an AI layer. Ideally has a multi-year partnership with Omnicom Oceania — the agency group has used Ideally in more than 60 tests across 23 brand categories — and reports its service costs about one-tenth of traditional research budgets. Ideally recently launched an AI feature called Research Assistant that drafts consumer-study frameworks from plain-language prompts or briefs. The firm has opened a New York office, says U.S. revenue has grown 400%, and counts Treasury Wine Estates as a foundation customer. Some industry researchers caution synthetic research should not replace deep human-led insight.

WPP CEO: Outcome-Based Pay Still Years Away

WPP CEO Cindy Rose said widespread client adoption of outcome-based remuneration will take several years, despite making it a pillar of WPP’s turnaround plan. WPP published its first-half results showing revenues (less pass-through costs) of £5 billion, down 4.7%, with creative revenue down 3.5% and media down 5.4%. The group is pursuing AI investments (including a previously stated £300m annual commitment), cost optimization for AI token use, sales of non-core businesses to raise £200m by year-end, and £500m of cost savings over three years, alongside ongoing staff reductions (headcount down ~8.1% to 97,400). CFO Joanne Wilson said WPP’s Open platform and AI tools are central to operations and pitches. Rose said WPP will use a “mixed economy of business models” as it stabilizes and aims to return to growth in 2027.

0171 Agency Appoints Interim CEO Mike Lukanz

Omnicom's newly formed exclusive agency 0171 for Deutsche Telekom has a change in leadership. Mike Lukanz has been named the new head of 0171 on an interim basis after Omnicom confirmed a leadership swap. The previous CEO, Annabelle Jenisch, is currently on maternity leave. 0171 launched earlier in the year as an Omnicom unit for Deutsche Telekom. The article notes that an originally planned solution had involved Lars Holling, the former head of Serviceplan Bubble.