MxMIndia

Category: ADVERTISING

  • Seminar to be addressed by advertising, media & marketing leaders on Wednesday, December 10, 2-6pm, Mumbai

    IAA to host seminar on ‘Changing Gender Frames’

    By A Correspondent

     

    The India Chapter of the International Advertising Association (IAA) is organising a seminar on the broad theme of “Changing Gender Frames” on 10th December at the Mayfair Rooms, Mumbai. The event is being held in association with the United Nations Population Fund (UNFPA), Laadli a well-known NGO and the Advertising Council of India (ACI).

     

    A specially commissioned research study, the IAA-Hansa Research on “Portrayal of Women in Indian Advertising” would be formally released at the event.

     

    Srinivasan K Swamy
    Monica Tata

    Srinivasan K Swamy, President, IAA India Chapter & Vice President – Development, Asia Pacific, IAA and Chairman & Managing Director, R K SWAMY HANSA Group said, “This is yet another initiative which clearly underlines our commitment to the philosophy that what is good, is good for business. We wish to apply scientific temper along with good intentions and promote the cause of gender equality.”

     

    Added Monica Tata, Managing Director HBO India Pvt. Ltd. and Chairperson of “Changing Gender Frames”: “I am delighted to steer an initiative that is very close to my heart. Following on from the seminar we organized last year against Violence on Women, this shows our sustained commitment to being a truly responsible industry body and making a meaningful difference in the fields of marketing advertising and the media.”

     

    The seminar will be addressed by senior marketers, advertising leaders and other renowned experts from the industry.

     

  • He looks forward to some great opportunities and help raise the creative bar on our key clients

    FCB Ulka appoints Tushar Pal as Creative Director

    By A Correspondent

     

    Tushar Pal

    Tushar Pal has joined FCB Ulka as Creative Director. Tushar has over 12 years of experience in mainline advertising. He started his career at Euro RSCG (now Havas), and thereafter has had successful stints at Mudra, Leo Burnett, Rediffusion Y&R and Ogilvy.

     

    Over the years, he has worked on brands like Onida, Godrej, Future Group, HDFC Bank, Sony Entertainment Network, Sony Max, Zandu, Times Group, Air India, McDonald’s, LG and Vodafone to name a few.

     

    Commenting on his appointment, Tushar said “I’m very excited to work on FCB Ulka’s vast portfolio of clients. I look forward to some great opportunities and help raise the creative bar on our key clients.”

     

    Haresh (Harry) Moorjani, Executive Creative Director, FCB Ulka said, “We are happy to have Tushar on board. He brings with him diverse experience on a varied set of brands. We look forward to him adding value to an important set of accounts he is aligned to.”

     

  • He has worked previously at Ogilvy, Dentsu, Percept-Hakuhodo ​ and DDB Mudra

    Pramod Sharma joins Soho Square as Senior CD

    By A Correspondent

     

    Soho Square Mumbai has announced the appointment of Pramod Sharma as Senior Creative Director of Soho Square Mumbai.

     

    Anuraag Khandelwal and Satish deSa, Executive Creative Directors & Creative Heads, Soho Square Mumbai shared: “In Pramod we found the ideal mix of maturity and crazy ideas. He is very ambitious, and yet very down-to-earth. We believe we have found one more member of our tribe.”

     

    Moving from Everest Brand Solutions, Pramod enters Soho Square with over 14 years of ​work ​experience. He has worked previously at Ogilvy, Dentsu, Percept-Hakuhodo ​ and DDB Mudra.

     

  • SVG Media acquires Networkplay Media for over Rs 92 crore, turns India's largest adtech firm

    India’s all-new Adtech Superpower

     

    By Krithika Krishnamurthy

     

    Adtech company SVG Media has acquired Networkplay Media, the digital media unit of German firm Gruner + Jahr for Rs 92 crore(over $15 million), making SVG Media one of the largest independent mobile advertising networks by revenue in India.

     

    Manish Vij

    SVG has platforms that can work on mobile, web and banners and is on track to earn revenue of Rs 210 crore this fiscal, according to a company executive who did not wish to be named “After consolidating our position in India with this deal, we hope to become the largest digital advertising platform in Asia,” said Manish Vij, 36-year-old cofounder of SVG Media who claimed his company has a 7% market share in India.

     

    The digital advertising spend in India is estimated to touch Rs 3,575 crore by March 2015, according to Digital Advertising in India Report.

     

    The deal, SVG’s second since inception, will expand its outreach to over a 100 million users in India. As part of the deal, Haryana-based startup Seventynine, which was acquired by Gruner + Jahr in November 2012 will also move to SVG. Seventynine will add the video ad-serving capability to SVG’s portfolio.

     

    In 2012, SVG bought out another ad network DGM India from AIM Listed Asia Digital Holdings.

     

    And more consolidation in the space is on its way, said experts. “The Indian digital market is going through a boom phase, with all aspects of digital media showing strong growth from e-commerce right to messaging services,” said Neha Dharia, research analyst at Ovum, who was not able to validate the SVG’s claim of becoming the largest ad network in India.

     

    “As with any boom period, we will see the growth of a multitude of advertising networks (innovating and disrupting established ad tech companies), after which we can expect a wave of consolidation to occur about a year or two down the line.”

     

    Manish Vji

    Founded in 2007 by Harish Bahl and Manish Vij, the ad tech firm has access to markets in South East Asia, Australia, and Middle East. So far, SVG Media has raised $2 million from Accel Partners, Whatsapp’s Neeraj Arora and Silicon Valley-based VC firm, Xplorer Ventures.

     

    And Gruner + Jahr’s exit from the digital media business in India seems to be SVG’s gain.  “Those at the headquarters have decided to exit the digital media play to concentrate on other markets. SVG proved to be a good option,” said Alexandra Harrop, director of Business Development Asia at Gruner + Jahr.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The second batch of LLAP will start on July 1, 2015 with the recruitment process currently underway

    Lowe Lintas + Partners announces second edition of its apprenticeship program – LLAP 2

    By A Correspondent

     

    Lowe Lintas + Partners has announced the rollout of the second edition of its training program – Lowe Lintas Apprenticeship Program in India.

     

    As one of the leading communication agencies in the country, Lowe Lintas + Partners has always supported unique training and recruitment initiatives that aims to broaden its already diverse talent pool. Thus was launched a unique 18-month training program in August 2012 known as the Lowe Lintas Apprenticeship Program (LLAP). The objective of the program is to seek out the oft-overlooked talent available in non-metro cities, identify those with potential and give them the opportunity to succeed in the marketing communications industry. In the first edition, the agency reached out to eight cities across India and received enrollment from about 3000 students. In fact, the apprentices from the first batch of LLAP are currently working as full-time employees across various divisions in the company and are shaping their careers as advertising professionals.

     

    Building on the success of LLAP 1, the agency plans to broaden the initiative by visiting more colleges for the second edition of the program. Thus Lowe Lintas + Partners has moved off the well-trodden path of recruiting from ranked B-Schools, and approach Institutes and Colleges in smaller cities that are making a name for themselves on the parameter of educational excellence. These colleges are evaluated basis the faculty and management focus on the overall development of the student, the opportunities for self-expression provided, and where students are focused on achieving excellence, rather than a singular emphasis on placements. Graduate students with backgrounds as varied as Geology, Zoology, Computer Science, Physics, Commerce, Dentistry, Management, Economics, Engineering and Journalism apply for this program.

     

    The second batch of LLAP will start on July 1, 2015 with the recruitment process currently underway.

     

    Joseph George

    Sharing his views on the program, Joseph George, CEO, Lowe Lintas + Partners said, “This is an important and exciting talent initiative for the Lowe Lintas + Partners, which is investing a significant amount of time and resources in this course. The program is intensive, practical, and represents an absolutely unique opportunity to tap into the tremendous potential of the smaller cities of India. The group of students finally selected represent extreme diversity – different academic pursuits, varied socio-economic backgrounds, they all come from different parts of the country, their personalities and interests are divergent. But what is common is the hunger to achieve, the willingness to put their all into this program with the unshakeable belief that they will succeed.”

     

    Michelle Suradkar

    Of the total applicants, 25 students will get a chance to train for 18 months at Lowe Lintas + Partners. “Apprentices receive training on a wide range of topics related to creative thinking, branding, consumer insight generation, advertising appreciation, and design. These classroom sessions combined with reading assignments, live projects, immersion stints and hands-on experience on live accounts, ensures a packed 18 months,” added Michelle Suradkar, HR Director, Lowe Lintas + Partners.

     

    Basis their performance and ability to excel on the job, the Apprentices stand a chance to secure a permanent job at Lowe Lintas + Partners. During their apprenticeship the students will be provided with a stipend along with accommodation in Mumbai.

     

    After visiting Aligarh University a few days ago, the next stop on the selection tour is Bhubaneswar where the agency has already received enrollment queries in excess of 2000 students. Selections will happen between the 8-11th  of December. The agency is expecting enrollments to the tune of 5000 students for the second edition of the program.

     

    The final rounds of selection will be conducted in April and May 2015 through panel interviews with business and creative heads of the agency.

     

  • The first awards of the season will be a 100 per cent people’s choice offering, right from the nominations to the final winners

    5th edition of Big Star Entertainment Awards announced

    By A Correspondent

     

    Having collaborated jointly over the past four years, 92.7 BIG FM and Star Plus have announced the rollout of the fifth edition of BIG Star Entertainment Awards in Mumbai. The awards ceremony will acknowledge and celebrate the biggest entertainers of the year across the fields of Bollywood, Television, Music and Sports and their contribution to the entertainment industry.

     

    The awards have grown in popularity over the years. Like in previous years, the first awards of the season will be a 100 per cent people’s choice offering, right from the nominations to the final winners. The robust voting process will see radio, television and digital being enabled for audiences to vote for their most deserving artist.

     

    The award function will also be marketed across radio, television, print and social media to ensure maximum tune-ins on New Year’s Eve on Star Plus.

     

    Tarun Katial

    Speaking of the 5th Edition of the BIG Star Entertainment Awards, Tarun Katial, CEO, Reliance Broadcast Network stated, “The award and our partnership with Star Plus has matured wonderfully and we are happy to once again bring together a congregation of the finest entertainers from across industries. This is part of our endeavor to empower audiences with a democratized award which allows them to choose their most favorite entertainers. We look forward to celebrating the evening with the industry and offering audiences an engaging watch on New Year’s Eve.”

     

    Mystifying the viewers with nominations and providing them with edge-of-the-seat excitement as the biggest stars come on stage to receive their awards, the BIG Star Entertainment Awards in its continuous effort to recognize and felicitate some of the most accomplished members of the industry, is ready to engage audiences and entertain them all over again this year.

     

  • No change is planned for the agency's management committee in India. He will report to Juan Rocamora, Chairman/CEO of Havas WW Asia Pacific

    Havas Worldwide appoints Nirmalya Sen as CEO

    By A Correspondent

     

    Havas Worldwide has announced it has named Nirmalya Sen as CEO of Havas Worldwide India. He will report to Juan Rocamora, Chairman/CEO of Havas WW Asia Pacific.

     

    Stated Andrew Benett, Global CEO of Havas Worldwide and Havas Creative Group: “This is a timely and critical hire for Havas Worldwide India. We are bolstering our position in this important market. Our clients will quickly benefit from the value Nirmalya’s leadership brings to the agency.”

     

    Mr Sen was until recently President of TBWA in India. Over the course of his career, Sen has advised and helped to grow global and national brands including Nissan, Maruti Suzuki, Mitsubishi Motors, Nestle, Britannia, adidas, HBO, Dabur, Tata Tea, Pedigree, Electrolux, and others.

     

    Commenting on his appointment with Havas Worldwide India, Mr Sen said, “I am delighted and honoured to be entrusted with the care of the Havas Worldwide brand in India. Havas Worldwide’s proposition is unique: It combines the resources of a large, established global network with the innovative spirit of a young, new-age challenger brand. I’m very excited to work on growing and developing the agency’s presence in India.”

     

    No change is planned for the agency’s management committee comprising Satbir Singh, Chief Creative Officer and Managing Partner; Shavon Barua, President, South and West; Sandeep Gupta, Chief Financial Officer; and Sourav Ray, Chief Strategy Officer, under the guidance of London-based Anish Gupta, who was appointed Non Executive Chairman earlier this year.

     

  • The film currently stands at over 1.8 million views and the number of views continue to grow

    Leo Burnett, TAT take new approach to tourism advertising

    By A Correspondent

     

    Leo Burnett Thailand and Tourism Authority of Thailand (TAT) had released an unbranded and uncredited video online two weeks ago. Titled “I hate Thailand”, the five-minute video quickly drew the attention of people around the world and raked up a million views within just three days. The film currently stands at over 1.8 million views and the number of views continue to grow.

     

    Faced with falling numbers in repeat visitors over the past few years and strong competition from other markets in the region, Thailand needed to remind visitors of what made them fall in love with the country beyond the famous sights and attractions. TAT’s studies show that the one thing that Thailand has always stand head and shoulders above its keenest competitors is its hospitality and excellent service. And at the heart of this is the uniqueness of the Thai people and their way of life that makes visitors’ experience to Thailand ‘amazing’ and memorable.

     

    “I hate Thailand” tapped into this insight to reinforce what makes Thailand special and remind visitors of their unique Thai experience. Considered unconventional in the sea of tourism marketing, the film stood out for its charming story that is entertaining, relevant with a twist at the end. The interest and attention it drew as a standalone unbranded film amplified its key messages following its reveal as a piece of TAT content.

     

    The idea for “I hate Thailand” is simple. Just like anywhere else in the world, travellers may have good or bad experience in a country they visit, Thailand is no different. However what is unique is the Thai people and their way of living – which may quite possibly save the day and turn your initial “hatred” to become a lifetime memory.

     

    The story is about James, a traveller who visits Thailand for the very first time. James is upset as he had lost his bag which he presumed was stolen. His thoughts of Thailand inevitably started with “I hate Thailand” and that’s where the journey begins. Over the course of the story, Thai people gradually change his mind through their friendly attitude and generous hospitality, something he never expected at all. James visits Thailand only once, but who knows how long that ‘once’ is going to last.

     

  • Out of 105 advertisements against which complaints were upheld, 44 belonged to Personal and Healthcare category, followed by the Education category with 43 advertisements

    ASCI hauls up 105 misleading ads

    By A Correspondent

     

    In October 2014, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 105 out of 146 advertisements. Out of 105 advertisements against which complaints were upheld, 44 belonged to Personal and Healthcare category, followed by the Education category with 43 advertisements.

     

    The CCC found the following claims in health and personal care product or service advertisements of 44 advertisers to be either misleading or false or not adequately/scientifically substantiated and hence violating ASCI’s Code. Some of the health care products or services advertisements also contravened provisions of the Drug & Magic Remedies Act and Chapter 1.1 and III.4 of the ASCI Code. Some of the complaints that were upheld include:

    Hindustan Unilever Ltd (Fair & Lovely) – The advertisement of Fair & Lovely claims that the product marketed in India gives better results than other fairness creams marketed in Dubai, Singapore and Japan stating a comparison versus “some of the world’s best products”. The Advertisement is misleading by exaggeration and implication that the advertised product is unbeatable with all the products in those countries. Also the advertisement is likely to be misleading by ambiguity as the comparison is only for instant whitening effect of the advertiser’s product.

     

    Wockhardt Hospitals: The advertisement of Wockhardt Hospitals claims, “Best in Healthcare” and “Best in Bariatric Surgery”. The advertisement is misleading as the Registration Certificate of the doctor shows his registration only as MBBS and not a specialist (MS). Also, the advertisement is in breach of Code of Medical Ethics as the advertisement mentions the name of Dr. Bhandari promoting the Hospital which is in violation of the Medical Council of India (MCI) Code of Ethics Regulations 2002 Clause 6.1.

     

    Dabur India Limited (Dabur Range of Product): The advertisement of Dabur Range of Product claims “Do you have the energy of Shilajit Gold?” & “Shila X Oil – Full of energy”, were not substantiated. Also, when read in conjunction with the visual in the advertisement and specific to the advertisement claim, “Shila X Oil – Full of energy”,   the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.

     

    As for Education, the CCC found following claims in the advertisements by 43 different advertisers were not substantiated and thus, violated ASCI Guidelines for Advertising of Educational Institutions. The complaints against the following were upheld.

     

    AKS University: The advertisement claims that AKS University is the best university. The claim was not qualified with appropriate disclaimers.

     

    Cloud Enabled: The advertisement states that Cloud Enabled announces cloud engineer training for freshers with 100% job guarantee on day one of training commencement.

     

    SR Engineering College: The advertisement of SR Engineering College claims to be the only college in the state with women technology power.

     

    Also, complaints against advertisements of all educational institutes listed below were upheld because of unsubstantiated claims that they ‘provide 100 per cent placement/and/or they claim to be the No.1 in their respective fields’:

     

    MIET Group of Institute (Meerut Institute of Technology), Swaraj Institute Management & Technology, HHITI Hamirpur, Institute of Banking Services – IBS, Seemanchal Group of Institute, Param Bhagwat Siksha & Samajik Vikas Sansthan – National Institute of Fire Engineering & Safety Management, Shreya Education, Careerspin Consulting India Private Limited, Best Tax Filer, Vivek Bharti Trust – Noble Engineering College, Shri Venkteshwar Institute of Technology, Mangalmay Institutions, Shri Siddhivinayak Polytechnic, CLAT Possible, College of Computer & Communication,  Sai Charitable Trust (College of Engineering), Andhra Mahila Sabha(College of Teacher Education), Kashi Institute of Management Science, EGS Pillay Engineering College, Guru Dronacharya College of Nursing, SDM Jainmatt Navgrahteerth Trust (Jain AGM Institute of Technology), Adarsh Institute of Indian Technology, Mahatma Gandhi Homeopathic Medical College & Hospital, Mahendra Gayatri College of Nursing, N.S Group of College, Prans Media Institute, Zala Paramedical Institute, Indraprastha Institute of Technology, ITV Network ITV School of Media & Management, Christian Medical Training Centre School & College of Nursing, CHM Institute of Hotel & Business Management, Career College of Management, Freedom Institute of Industrial Training Centre (FIITC), Doric Multimedia, Madras Institute of Business Management, Madam Mala Institute of Hotel Management, Mit Study Center, NVS College of Aviation, R&D Centre Bicycle & Sewing Machine and  Ibirds Services Group (Ibirds College).

     

    The other complaints upheld  include, HT Media Ltd (Hindustan Hindi Daily): The advertisement claims that Hindustan Hindi Daily is the No. 1 newspaper of Jharkhand. The claim contravened the ASCI Guidelines on Supers.

     

    AJK Network: The advertisement of AJK Network claims ‘250+ TV channels across different genres and languages including Local Channels’, ‘Electronic Programming Guide with genre-wise channel listings’ and  ‘Free Customer Support’, were not substantiated.

     

    Odisha Television Ltd (Odisha Television Network) – The advertisement of OTV Network claims to be No.1 through a bar graph compared to other channels. It was concluded that the bar chart comparison shown in the advertisement which appeared in Samaj, is a misrepresentation of facts and is misleading.

     

    Tata Teleservices (*) Tata Docomo Photon Max Wi-Fi: The advertisement of Tata Docomo Photon Max Wi-Fi claims, “Consistent high speeds” which was not substantiated with test reports from independent third party. Also, the Advertiser did not provide substantiation of actual speed achieved in real conditions and in several locations within the cities quoted in the advertisement.

     

    Viacom 18 Media P.  Ltd (*) (Sonic Power Rangers): This advertisement shows teenagers in uniform climbing the walls of their education institution and doing somersaults while entering the class. As the advertisement shows dangerous acts which are likely to encourage minors to emulate them in a manner which could cause harm or injury, the complaint was upheld under Chapter III 2b) of the ASCI Code.

     

    Philips Electronics India Ltd (Philips W6610): The advertisement of Philips W6610 – 12.7 cms (5) claims concerning the QHD display was not substantiated.

     

    Rupa & Co Ltd (Macrowomen): The advertisement shows a woman opening the sportswear and the men / coach staring at her, which was found indecent and vulgar.

     

    Mahindra & Mahindra Ltd (Mahindra Bolero Maxitruck Plus): The advertisement claims that a new Bolero MAXITRUCK PLUS is stronger than three “Chota Hatti”. The comparisons made in the advertisement were not substantiated, and were likely to mislead the consumers about the product advertised and ones with which it is compared.

     

    Procter & Gamble Hygiene and Health Care Ltd (Pantene Pro Vitamin Oil): The advertisement of Pantene Pro Vitamin Oil claims “OIL HAI BUT OILY NAHI”, used by the advertiser was almost identical to the slogan used in the earlier run advertisement of the complainant so as to suggest plagiarism.

     

  • APAC Effie, in collaboration with GfK, has released the APAC Effie 2014 Report, an analysis that reveals key insights and trends on effective marketing communication strategies through a study of the APAC Effie Awards cases.

    Small budget okay for effective advertising: APAC Effie & GfK study

    By A Correspondent

     

    Advertising effectiveness can be achieved on small budgets and contrary to commenIt has also proven that huge budgets are required to accomplish good campaigns.

     

    APAC Effie, in collaboration with GfK, has released the APAC Effie 2014 Report, an analysis that reveals key insights and trends on effective marketing communication strategies through a study of the APAC Effie Awards cases.

     

    Gathering hundreds of campaigns across 17 markets in Asia Pacific, the study singles out key components to profile the entries and help understand the traits of effective campaigns.  Some of these components include campaign goals, target audience, communication touch points and media expenditure.

     

    Said Rita Chan,Head of Media, GfK Asia: “We are delighted to collaborate with APAC Effie in delivering this report and encouraging thoughtful dialogue about the drivers of marketing effectiveness.”

     

    The findings showed that increasing sales and market share is a common goal in effective campaigns and many speak to the younger audience.

     

    While successful campaigns tend to use more touchpoints in reaching out to their audience, It is hardly surprising that almost all winners used interactive and online to communicate with their target audience. With the evolution of digital media and rapid development of technology bringing a dramatic change in the media landscape and touch points, it is interesting to note that TV and Print are still dominant in this region, appearing in the top third of all touch points amongst both entrants and winners.

     

    Commenting on the release of the APAC Effie Report, Jarek Ziebinski, APAC Effie Awards 2015 Chairman, shared, “We are pleased to work with GfK to produce the APAC Effie Report in the spirit of championing effective marketing. This study draws insights and intelligence that will be very useful for all professionals in our industry across this region.” He further added, “These findings will serve as valuable reference points for marketers to delve deeper into best practices to help them achieve the ROI that they strive for today.”

     

    The report can be accessed by clicking here.

    ###

     

    About APAC Effie Awards

    Organised by the Confederation of Asian Advertising Agency Associations (CAAAA) and Tenasia Group, APAC Effie Awards honours the region’s most outstanding marketing communication works that have proven results in meeting strategic objectives. APAC Effie aims to champion practices of marketing effectiveness excellence in the Asia Pacific region, and provides the growing industry with a regional platform where the best campaigns are celebrated.

     

    Introduced by the New York American Marketing Association in 1968, the Effie Awards have since been recognised by advertisers and agencies as the pre-eminent award in the advertising industry and global standard of marketing effectiveness excellence. Today, Effie celebrates effectiveness worldwide with the Global Effie, the APAC Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs.

     

    About The Confederation of Asian Advertising Agency Associations (CAAAA)

    CAAAA is a non-profit organisation established by advertising agency associations in Asia whose key mission is to further the business interest of advertising companies/agencies in the region.  CAAAA works in close collaboration with stakeholders in the marketing communications industry across the region, including North, South and Southeast Asia, to support uniform professional standards and norms, and to enhance the profile and stature of the industry.

     

    About Tenasia Group

    Tenasia Group specialises in staging professional and influential industry events that inspire. Building on their expertise in delivering high-quality industry events, award shows and conferences, Tenasia’s portfolio of businesses aims to provide a platform for the exchange of ideas and knowledge,shaping business opportunities in the region and celebrating achievements in specific fields.

     

    Media Contact: Tenasia Group Pte Ltd

    Shanice Soh, Marcom Manager

    T: +65-6338-7739 / M: +65 94313487
    E: shanice@tenasia.com.sg

    Chua Bee Hong, Executive Director
    T: +65 6338 7739 / M: +65 9271 0900
    E: beehong@tenasia.com.sg

     

     

  • GroupM brings down 2014 global adspend forecast downward to 3.9% growth. Global growth will be 4.9% in 2015

    Global adspend growth down to 3.9% in 2014. Forecast for 2015: 4.9%

     

    By A Correspondent

     

    Global advertising will rise 3.9 percent in 2014 to $513 billion, GroupM has announced, revising its midyear forecast for 2014 global measured media spend downward from 4.5 percent growth.

     

    The revised forecast, published in the company’s biannual worldwide media and marketing forecast report, This Year, Next Year, also projects 4.9 percent growth in global ad spend in 2015, bringing measured global ad investment to $538 billion. The detailed India numbers are not yet available.

     

    This Year, Next Year, is part of GroupM’s media and marketing forecasting series drawn from data supplied by holding company WPP’s worldwide resources in advertising, public relations, market research, and specialist communications

     

    In the United States, 2014 growth is fractionally revised down from 3.4 percent in the company’s midyear forecast to 3.1 percent, for a total $170 billion in 2014. GroupM is looking for ad growth in the U.S. to accelerate to 3.9 percent in 2015, to $177 billion, with digital again making the dominant contribution and turning in expected growth of 17% percent.

     

    “The world remains short of demand and uncomfortably short of inflation. However, two stabilising forces are the falling price of oil, which transfers spending power to the world’s consumers, and shrinking trade surpluses, especially China’s,” noted Adam Smith, GroupM Future’s Director and report editor of This Year, Next Year. “Smaller surpluses help aggregate demand. The Eurozone’s large surplus now makes it the biggest drag on world demand, and it remains the main headwind to ad growth”.

     

    “As it relates to media,” commented Irwin Gotlieb, Global Chairman, GroupM, “the proliferation of choice is steadily increasing media consumption (and consequently supply) around the world. The effect of increased supply is a mitigation of media inflation for clients – they can achieve their objectives with minimal increases in spend, thus holding down demand. In conjunction with our improved attribution analytics, these trends are improving return on investment for our clients.”

     

    “While growth has slowed, we see advertisers pushing for unprecedented levels of innovation that is both impactful and scalable. We believe this increase in demand for new uses of media substantially elevates the available level of learning and creativity, and will benefit the entire marketplace in the long-term,” said Dominic Proctor, President of GroupM Global.

     

    Less Dependence on Faster-Growth Markets

    One of the more striking features of this new forecast is the falling dependence on ‘faster-growth’ markets. Comprising around 44 percent of the world’s economy in 2014, they are still certainly punching above their weight, and are slated to contribute 55 percent of net new ad dollars this year, and 57 percent next year – but this is down from rates in the 70s for the period 2010-2013, peaking at just under 80 percent in 2013.

     

    The five main countries impacting ad growth in 2014, in order, are:

    :: China, where the forecast slows from 10 percent to eight percent and ad growth is presently trailing nominal GDP;
    :: Brazil, where a big World Cup and election year was a little less big than expected;
    :: Israel, for what we assess are geopolitical reasons;
    :: Nigeria, reflecting World Cup disappointment and a late start to election campaigning; and
    :: Russia, likely due to political reasons as well.

     

  • Video Branch is a first-of-its-kind service in India and the right communication is key to its success in India

    RK Swamy unveils new campaign for IndusInd Bank

     

     

    RK SWAMY BBDO has unveiled another campaign for IndusInd Bank that focusses on its new innovation – Video Branch. Video Branch is a first-of-its-kind service in India and the right communication is key to its success in India.

     

    Sunil Kukreti, Senior Partner, R K SWAMY BBDO said, “IndusInd Bank is credited with setting benchmarks in the banking industry and over the last few years, R K SWAMY BBDO has been consistently churning out clutter-breaking communication for IndusInd Bank. The current TVCs explains how one can use Video Banking instead of the visiting the branch or phone banking. Farhan Akhtar is the protagonist, who explains the benefits of a Video Branch and retains the ‘slice-of-life humour’ that IndusInd campaigns are now known for.”

     

    The campaign has been extended to all other medium including Radio, OOH, Print, BTL and Digital.

     

    Commenting on the campaign, Mohit Ganju, Head, Marketing & Communications, IndusInd Bank said, “The latest ad campaign incorporates strong consumer insights and humorous situations to deliver the service message. Our association with Farhan as a brand endorser is set to strengthen the Bank’s communication towards its core philosophy of ‘Responsive Innovation’, reinforcing our brand statement ‘You desire, We Deliver’. Farhan personifies sincerity, new-age thinking and dynamism and is a great fit to the brand.”