MxMIndia

Category: Ad Agencies

  • The report identifies eight key themes that define the future of modern creativity, and what clients most want from their agencies

    Dentsu Creative unveils CMO report

     

     

    By Our Staff

     

    ‘The Power of Modern Creativity: Insights for Today and Tomorrow’ report was unviled by Dentsu Creative with results from survey of CMOs in the UK, US, China, India, and Brazil asking what them what they need and want most from their agencies. The report identifies eight key themes that define the future of modern creativity, and what clients most want from their agencies 85% of clients agree that while consumer behaviour has undergone rapid changes in the last 5 years, the agency model is yet to adapt. 78% say that the silo-ed agency model is no longer fit for purpose in today’s world.

     

    Clients are seeking a new agency model, where creativity is a horizontal not a vertical, with 82% agreeing they “want to see creative solutions across every aspect of my business – Media, Commerce and CXM – just as much as in campaigns” India is the market where CMOs are most likely to have invested in creating their own TV programming.

     

    China and India dominate for the creation of Branded Entertainment and IP, with 53% of CMOs in these markets investing here, while China is the global leader in creating Branded Characters and IP As many as 78% of CMOs feel that the silo-ed agency model is no longer fit for purpose while 82% want to see agencies seamlessly combine capabilities to deliver new and innovative solutions, agreeing “I want to see creative solutions across every aspect of my business- Media, Commerce and CXM – just as much as in campaigns.”

     

    When asked what is needed to engage the next generation of consumer, 63% of CMOs say that brands need to create rather than borrow from culture. The vast majority, at 84%, believe that to connect with younger generations brands now need to “entertain and engage” to earn attention through entertainment properties or rich virtual experiences, most importantly, they believe that connecting the right diverse talent around their challenges, regardless of silos or geographies is the only way to deliver work that will resonate in culture.

     

    Said Amit Wadhwa, CEO, Dentsu Creative India: “We all know that the business landscape is rapidly changing and so are the expectations from agencies on how and what we deliver. It’s extremely essential for all of us to be in tune with the requirements and expectations in this changing environment. With this very objective, the CMO survey was conducted. What really excites me is that the responses augur extremely well for the direction we took when we launched DENTSU CREATIVE based on the philosophy of Modern Creativity. Excited with the way we are moving ahead.”

     

    Eight key themes identified and unpacked in the report:

    1. FROM COMPLEXITY TO SIMPLICITY

    Today’s clients reject artificial divisions and binaries, seeking simple but powerfully integrated solutions to their problems.

    73% of marketers agree that the modern comms landscape, and by extension their roles, have become increasingly complex.

     

    2. INVENTING THE FUTURE

    Investment in gaming, virtual technologies and social commerce continues as clients believe the online space is where their most meaningful customer interactions take place.

    84% agree that an online store should feel as immersive as an offline store.

     

    3. BIG IDEAS, BOLDLY EXECUTED

    The big organising idea is more important than ever but today big ideas must be executed in bold new ways, to connect in personal, contextually relevant ways.

    84% agree that Modern Creativity creates culture, it doesn’t just interrupt.

     

    4. RADICAL COLLABORATION

    Delivering Modern Creativity means rejecting traditional silos and traditional definitions of scale, using data and technology to nimbly connect the right talent around the right brief.

    76% want agencies to connect the right talent around the right brief, wherever it sits in their networks.

     

    5. CREATING CULTURE

    CMOs across the globe are investing in content marketing, entertainment and IP as never before, building their own audiences and creating their own properties.

    84% of respondents are implementing or have implemented Entertainment platforms and IP as a strategy

     

    6. HORIZONTAL CREATIVITY

    To thrive in the modern world, networks must embrace creativity across every touchpoint; content to commerce, media to CXM. Creativity is no longer a vertical or discipline but a horizontal.

    82% want to see creative solutions across media, commerce and CRM, just as much as in campaigns.

     

    7. CHANGING SOCIETY

    CMOs speak with one voice on the vital importance of using their platform for good and the imperative to pivot their business model in response to the climate crisis.

    84% agree that real change is only possible through sustained collaboration between businesses, consumers and policy makers.

     

    8. EMBRACING DIFFERENCE

    Designing for the modern world means investing in teams that reflect the modern world. Today’s agencies must embrace difference as the only true way to deliver work that makes a difference.

    95% agree that it is a brand’s responsibility to change behaviour and change society.

  • Appoints Dalip Daniel & Tulika Seth as Group ECD & Group CD respectively…

    Dentsu Creative strengthens North creative

    By Our Staff

     

    Dentsu Creative has announced the appointment of Dalip Daniel and Tulika Seth as Group ECD and Group CD respectively. Both will report into Joy Mohanty, Chief Creative Officer, Dentsu Creative India.

     

    Speaking on the appointments, Mohanty said: “Together with a superb body of work, Tulika & Danny bring with them a wealth of experience across formats. They will both play a key role in driving our agenda of creativity beyond silos. It is great to have them on board.”

     

  • To bolster its creative capabilities

    Kaushik Datta joins Cheil as ECD

    By Our Staff

     

    Cheil India has appointed Kaushik Datta as Executive Creative Director (ECD). Datta’s last stint was at Leo Burnett. He was helming their New Delhi office while also managing the pan-India duties of Art & Design. In his current role, he will report to Cheil India’s CCO-Vikash Chemjong.

     

    Said Vikash Chemjong, CCO, Cheil India: “It’s exciting times for us at Cheil. Not only in terms of the type of work we are trying to do but also in terms of the type of talent we are attracting. And now with Kaushik coming in with his talent and experience and rigour and enthusiasm, it’s another shot in the arm for us!”

     

    Added Sanjeev Jasani, COO, Cheil India: “We are pleased to welcome Kaushik Datta to the Cheil family. He is a well-known name in the industry and brings with him a wealth of experience that will help Cheil deliver the best transformational work to our clients.”

     

  • Will be fortifying the agency's North operations

    FoxyMoron appoints Alin Choubey as Business Head – North

    By Our Staff

     

    FoxyMoron Media Solutions has appointed Alin Choubey as Business Head – North. Choubey, who will be reporting to Prachi Bali, FoxyMoron’s National Head of Client Partnerships, will be fortifying the agency’s North operations.

     

    Commenting on the appointment, Prachi Bali, National Head Partnerships and Business Head, North, FoxyMoron said: “Alin is a formidable force who has an unwavering drive to propel FoxyMoron’s vision and mission forward.  In him we see the acumen, experience and leadership qualities to lead the growing team in the North to create their best work. His diligence in understanding our client needs and doing what it takes to meet their business goals is an asset for our network and all our partners.”

     

  • Accelerates ambition to become a future-ready, people-focused organisation

    Dentsu appoints Unmesh Pawar as CPO, India & South Asia

    By Our Staff

     

    Speeding up its growth journey, Dentsu has strengthened its leadership team with the appointment of Unmesh Pawar as Chief People Officer (CPO) for India and South Asia. In his new role, Pawar will report to Luke Speers, Chief People Officer, Dentsu APAC, and Peter Huijboom, Interim CEO, Dentsu India.

     

    Speaking on the appointment, Speers said: “We are delighted to have Unmesh joining us. His experience and performance over a long period of time perfectly align with the transformational nature of developing people strategies and products fit for the future. The path ahead for this great market is incredibly exciting and I very much look forward to partnering with him to enhance the way our employees experience Dentsu every day.”

     

    Sunil Seth, who has been supporting the network as Human Resource Director-South Asia, will continue to maintain his role in Dentsu India. He will report to Pawar and focus on the People function’s operations, making sure these are set up for success.

     

  • These numbers are part of GroupM’s This Year Next Year 2022 Global End of Year Forecast

    2022: 15.8%, 2023: 16.8%

     

     

     

    By Our Staff

     

    India’s advertising revenue growth forecast for 2022 is 15.8%, with that figure further accelerating to 16.8% in 2023, reports GroupM in its much-awaited This Year Next Year 2022 Global End of Year Forecast.This growth is led by pure-play digital advertising, which accounts for the largest share (48.8%) in 2022 and is expected to continue rising above pre-pandemic levels. Retail media in India is forecast at $551 million in 2022 and is expected to nearly double by 2027. TV advertising, representing 36% of advertising market share, is expected to grow 10.8% this year and continue growing double digits, driven by strong growth in both traditional and connected TV.

     

    Here are some of the highlights of the report, published as is from the GroupM communique:

    :: We now expect global advertising to grow 5.9% in 2023, behind the IMF’s expectation for global inflation of 6.5% and a downgrade from our 6.4% June estimate.

     

    :: Retail media, one of the fastest growing segments of the advertising industry, is now estimated to reach $110.7 billion dollars in 2022, an upgrade from our September forecast of $101 billion.

     

    :: Television continues its recovery to pre-pandemic levels, albeit more slowly in 2022, with an expected global growth rate of 1.7% (excluding U.S. political advertising).

     

    :: Growth in global OOH this year will amount to 2.2% globally (excluding U.S. political spending), or 18.1% on an excluding-China basis.

     

    :: Audio is projected to grow 3.8% globally in 2022 (excluding U.S. political advertising) and decelerate to 1.3% growth in 2023

     

    :: After a brief respite in 2021, traditional print continues its decline of 7.4% in 2022. Print-based media will decline by 3.7% when including digital extensions, which are forecast to make up nearly half of total revenue this year and more than three-quarters of revenue by 2026.

     

    Top 10 Market Highlights (other than India):

    United States: Advertising on pure-play digital platforms, despite decelerating growth in 2022, continues to increase its share and will account for two-thirds of total ad revenue within the next two years.

     

    China: China has seen far greater economic impact from the COVID-19 pandemic in 2022 than was expected at the outset of the year. This acted as a drag on consumption and ultimately led to our lowered forecast of -0.6% growth of advertising revenue in 2022.

     

    Japan: For 2022, we estimate Japanese advertising revenue will grow 7%, with that figure decelerating to 4.4% in 2023. This growth is led by pure-play digital advertising, which accounts for the largest share (57.9%) in 2022 and is expected to continue rising above pre-pandemic levels.

     

    United Kingdom: Digital pure-play platforms, a medium set to account for 80% of total ad revenue this year will grow 11%, outpaced by retail media (a subset of digital), which we forecast will reach £6.5bn by 2027.

     

    Germany: Within digital advertising budgets, retail media will play an increasingly important role in 2023, with growth forecasts of 13% in line with the broader digital channel, while search will grow slightly faster at 15%.

     

    France: We anticipate a deceleration of growth in 2023 to 6.3% with a focus on media that delivers short term efficiency and return on investment. As a result, 100% of the estimated growth is expected to be in digital media, particularly performance-based media and retail.

     

    Canada: Advertising revenue in Canada is forecasted to grow 5.8% during 2022, with that figure further accelerating to 8% in 2023. This growth is led by pure-play digital advertising, which accounts for the largest share (72.8%) in 2022 and is expected to continue rising above pre-pandemic levels.

     

    Brazil: Retail media, a subset of digital revenue, is forecast at more than $170 million in 2022 and is expected to grow 18% in 2023, following 25% growth in 2022.

     

    Australia: TV will grow 3.7% in 2022 driven by connected TV. While linear TV will increase in 2022, it may be the last year of expansion as connected TV takes over a larger share TV revenue. Total TV in 2023 is expected to record a small overall decline of 0.2%.

     

  • To be called #TheOtherObituary

    Ogilvy & Hindu message on wildlife conservation

    By Our Staff

     

    On World Wildlife Conservation Day, The Hindu and its agency partner, Ogilvy Bangalore have renewed their resolve to save the environment. The Hindu featured ‘The Other Obituary’ grieves the loss of flora and fauna that were killed due to human intervention.  ‘The Other Obituary was released in the newspaper on December 4, 2022 and will be featured every week in ‘The Other Obituaries’ section online.

     

    Said Sharat Kuttikat, Group Creative Director, Ogilvy India (South): “Losing a loved one is an agonising experience; the loss of any member of our extended families from the wild should feel no different. In this context, ‘The Other Obituary’ is a provocative piece and the need of the hour. By reporting deaths of animals, birds and our precious natural resources, we hope the section brings into focus human cruelty and negligence that needs to stop.”

     

  • The soon-to-be-launched platform will empower people to proactively stop food from being wasted at weddings and other occasions

    Robin Hood Army & Dentsu Creative launch #ExtendedGuestList to prevent food wastage at weddings

    By Our Staff

     

    Robin Hood Army has collaborated with Dentsu Creative and conceptualised #ExtendedGuestList, a soon-to-be-launched platform will empower people to proactively stop food from being wasted at weddings and other occasions.

     

    Said Neel Ghose and Sanchit Jain, founders of Robin Hood Army: “Robin Hood Army was founded on the principle of enabling every person to give back. And the #ExtendedGuestList is definitely a milestone in that journey. It is amazing to see celebrities come forward and do their bit and we’re thankful to Hansika Motwani for leading the way! Not only were we able to feed children surplus food from the wedding, but we now have a platform where anyone and everyone can save food proactively. We only hope that more and more people make their own #ExtendedGuestList for their weddings. To those who want to join us on this quest, I encourage you to volunteer with us!”

     

    Added Shray Chawla, Senior Creative Director, Dentsu Creative: “When Robin Hood Army approached us, and explained what they do, we knew we had to spread the word. Food wastage at Indian weddings is something no one talks about and we wanted to make it part of the conversation, but in a unique way. I’m glad we were able to work together with the Robin Hood Army to bring this platform alive. And kudos to the entire team for bringing a fresh perspective to food wastage. Here’s hoping more and more people plan for an #ExtendedGuestList at their weddings, not just in India but also globally given the footprint of Robin Hood Army.”

     

  • He will report to Ketan Desai, Chief Operating Officer, Grey India

    Grey names Rahul Pahwa as Senior VP & Biz Head (North)

    By Our Staff

     

    Rahul Pahwa
    Rahul Pahwa

    Grey group India has announced the elevation of Rahul Pahwa as Senior Vice President and Business Head (North). He will report to Ketan Desai, Chief Operating Officer, Grey India.

     

    Said Desai: “Rahul will lead the development of Grey’s unified network offering, true to its borderless vision, with enhanced creativity, collaboration and speed to market. Most importantly, he will focus on developing Grey’s future-facing integrated agency offering in North region.”

     

  • Strengthens its leadership

    Famous Innovations elevates Mithila Saraf as CEO

    By Our Staff

     

    Famous Innovations creative agency elevates Mithila Saraf as the CEO. In her last 10 years at Famous, she has steered growth for more than 50 brands including Raymond, Mahindra, Titan, Van Heusen, Budweiser, Absolut, Jameson, Diageo, Unilever, etc. as well as for Famous as a brand itself.

     

    Raj Kamble, founder and CCO, of Famous Innovations said: “Mithila takes this role on the same day that she completed 10 years with this entrepreneur-driven company, and trust me it’s not easy working with an entrepreneur. She has been my partner since day 1, today she just gets the title. She joined the company with no salary as an intern and it’s incredible to see her journey today, leading 3 offices and our aggressive growth plans. In the last 10 years, I saw many Mithilas, but her signature is that she is always balanced, empathetic and very fair to everyone. Her work is her personal life and she makes people her family. While on the one side she’s been winning Young Business Leader of the Year, on the other she has represented India at Cannes as a Copywriter for 3 years in a row. This tells us about her sensitivity, insight and balance of the logical and the emotional. Everyone looks at Famous and thinks it’s all me, but that’s not true. Mithila and a few other people will now take this agency further than anyone imagined, we’re opening offices in Dubai and Malaysia soon and one day we will be in New York. My mandate for her is to make not just the most profitable agency, but the happiest agency. With this move, I get to focus more on doing what I am good at – the creative work – and I think the next decade is going to belong to us.”

     

  • An addressable marketplace for Indian advertisers

    Dentsu Programmatic launches Dentsu Curate in India

    By Our Staff

     

    Dentsu Programmatic has launched its strategic programmatic supply solution ‘Dentsu Curate’ in India. A first-of-its-kind service in the market, Dentsu Curate enables advertisers to target premium and brand-safe inventory, allowing them to bring better performance leading to high operational efficiency for all campaigns. It also aims to improve media quality by consolidating supply and involving deeper integrations with tech platforms and data partners.

     

    Dentsu Curate – which was first introduced in APAC, is built on Dentsu international’s global clean supply initiative. The programmatic supply solution guides advertisers in buying digital inventory across media on behalf of Dentsu X, Carat, and iProspect in a brand-safe and fraud-free environment through robust evaluation mechanisms, with industry-leading partnerships offering high-quality premium supply coupled with Supply Path Optimization modeling.

     

    Speaking on the launch, Divya Karani, South Asia Chief Executive Officer, Media, Dentsu said: “Dentsu Curate offers our clients’ assurance and trust in maximizing fraud-free, brand safe, and viewable inventory. Dentsu’s ability to fulfill these assurances entails working with the right supply partners with robust solutions and value to ensure clean supply in building a marketplace for our advertisers.”

     

    Added Salil Shanker, Chief Operating Officer, Dentsu Programmatic added, “At dentsu, we are committed to investing our brand dollars to deliver maximum efficiency and efficacy whilst safeguarding brand legacy. With the launch of Dentsu Curate, we are equipped to help enable great value and outcomes for our clients and support a fair marketplace.”

     

    Saagar Sethi, President Amplifi India said: “It is all about finding the right mixture of quality publishers and partners that align with our defined quality KPIs. Our Inventory Superiority Mechanism is used to analyse the quality of a publisher across a variety of our trusted partners. With Dentsu Curate we safeguard transparency on the overall media operations.”

     

  • To monitor the company's performance across all dimensions

    Makani Creatives appoints Aejaz Khan as CEO

    By Our Staff

     

    As a step towards redefining their approach and charting a new trajectory of growth, Makani Creatives appoints Aejaz Khan as chief executive officer (CEO). An industry veteran, Khan was Managing Director and Global Head of Account at Spark44 before this move.

     

    With this appointment, Makani Creatives wants to stride towards excelling in partnering its clients and their ambitions, with an eye on growth simultaneously. His mandate will be to further strengthen the agency’s reputation in the industry. Khan will be responsible for monitoring the company’s performance across all dimensions.

     

    Sameer Makani, Co-founder, Makani Creatives said: “Our primary goal is to build a future-focused marketing communications company. I am pleased to welcome on board Aejaz Khan, who will play an instrumental role in accelerating the pace of our transformation and channelizing our talent’s firepower, by building and harnessing the intensity and creative prowess of Makani Creatives”