MxMIndia

Category: ADVERTISING

  • Acharya is among four CEOs appointed to look after individual markets and will report to Regional CEO Gerry Boyle

    Anupriya Acharya to head Publicis Media in India

    By A Correspondent

     

    Anupriya Acharya

    ZenithOptimedia Group CEO Anupriya Acharya will head Publicis Media in India. Last week, Gerry Boyle, Regional CEO, Publicis Media, Asia Pacific, announced market leadership appointments for APAC. Responsible for oversight of Publicis Media’s operations in their respective markets, these appointments will leverage the scale and capabilities of its global agency brands Starcom, Zenith, Mediavest | Spark and Optimedia. With this elevation, the Starcom operations will also report to Acharya.

     

    Other than Acharya, the other APAC Publicis Media Market CEOs are:

    :: Bertilla Teo, Greater China (China, Hong Kong, Taiwan) CEO, Publicis Media

     

    :: Gareth Mulryan, Singapore CEO, Publicis Media

     

    :: Matt James, Australia and New Zealand CEO, Publicis Media

     

    In addition to the Market CEO appointments, Chris Nolan is appointed COO of Publicis Media Australia and New Zealand, and Mykim Chikli is appointed COO of Publicis Media Greater China.

     

    “Publicis Media was launched with the vision to get to the future first and these strong, dynamic, and incredibly talented leaders will ensure we do just this,” said Gerry Boyle, Regional CEO for APAC, Publicis Media. “I’m excited to work with them as we deliver on our promise to invent modern approaches to gain efficiency, create greater collaboration and effectiveness and drive new levels of scale and client value.”

     

    “It’s a great honor to get the mandate to lead the newly created Publicis Media in India, and build further on the trust, talent and transformation agenda. I am both very excited and happy to have been given this opportunity” says Anupriya Acharya, India CEO, Publicis Media. “We are at an inflection point. The group is witnessing tremendous energy and vitality and I am fully committed to delivering the Publicis Media vision and promise. We already have formidable scale and footprint in this market in mainline as well as digital and performance media. We have a cutting-edge practice in Analytics, Data and Tech. In the months ahead, we will line up our end-to-end capabilities in a model that is simple, flexible and efficient and puts client satisfaction first, thus eliminating complexity and silos.”

     

    The reorganisation of Publicis Groupe’s media capabilities into a Publicis Media hub is part of Publicis Groupe’s transformation efforts previously announced. Publicis Groupe is organized into four Solutions Hubs — Publicis Communications led by Arthur Sadoun, Publicis Media led by Steve King, Publicis.Sapient led by Alan Herrick and Publicis Health led by Nick Colucci—and connected through a Chief Revenue Officer organization, led by Laura Desmond, which will deliver client impact leveraging Publicis Groupe’s entire range of services.

     

    Additionally, Publicis One will service markets outside of Publicis’ Top 20 with a global communications enterprise operating across Publicis Communications, Publicis Media, Publicis.Sapient and Publicis Health.

     

  • Entries leapfrog, but few Golds and no Grand Prix, as Publicis' 'Khali' ad wins new 'Best in Category' award

    JWT India, Mindshare top Abby 2016 tally

     

    By A Correspondent

     

    “It’s a hat-trick and we are proud of it,” said Senthil Kumar, Chief Creative Officer, JWT South Asia when he learnt that his agency had bagged the maximum number of metals. Santosh Padhi, Co-founder and Chief Creative Officer at Taproot Dentsu, was elated by his team’s showing. Though a not-so-distant first runner-up, Paddy, as Padhi is known in the industry, accepted the kudos and then said: “We are a small organisation with just 40 people and have won 40 awards. Imagine if we had a 2,000-member staff.” For Prasanth Kumar, CEO, Mindshare South Asia, a rich haul of 17 metals at the Media Abby is a continuation of the agency’s winning ways after last year’s Emvies Awards.

     

    Although the knowledge sessions are big draws in every edition of Goafest, the buzz-creator is always the Abby Awards. This year has been the best ever for the Abby in terms of the number of entries. There were 4,460 entries sent in by 299 organisations for the Creative and Media Abby Awards. In 2015, this number was 3,475. But while the number of Silver metals in the Creative categories have increased from 107 last year to 134 this year, and 180 Bronzes last year to 245 this year, there has been a sharp fall in the number of Gold Abbys given out. There were 71 Gold Metals given out last year and in 2016, the number is just 38. Also, last year, there was one Grand Prix winner, but this year there have been none.

     

    So are we saying that in a country of a billion-plus people where we pride ourselves on creative output and storytelling skills, the standards of creative work have fallen? Ajay Chandwani, a member of the Awards Governing Council, said it’s possibly not correct to say that. But added that the jury was indeed tough on what should be winning awards. “Grand Prix indicates a significant change in paradigm in a category,” he said.

     

    A new award was instituted this year which can loosely be defined as falling between a Gold and a Grand Prix. It’s called the Best in Medium or Category, and the Ambuja Cements ad, starring WWE star Khali and created by Publicis Communication, bagged the award. There was only one Best in Category award given away this year.

     

    Two new categories were introduced this year, one in keeping with the growing awareness that ads need to be gender-sensitive, and the other was called the Young Abby where the winners received an all-expenses paid trip to the Cannes Lions.

     

    Interestingly, and even though all the agencies entered the awards separately, Goafest 2017 saw the emergence of Dentsu Aegis Network as a serious contender on the awards circuit with 6 Golds, 32 Silvers and 45 Bronze metals aggregating a total of 83 metals.

     

    On Day 2 of the Abby Awards, Piyush Pandey, Ogilvy India Executive Chairman and Creative Director and Times of India group Managing Director Vineet Jain were felicitated.

     

  • The new accounts won include the complete brand portfolio of Vasu Pharma (Trichup – Hair Care, Uva – Skin Care, Dazzle – Pain Ointment, Zeal – Cough Syrup) Swastik International (Spices) and Witlinger Beer

    IBD India records multiple wins in recent months

    By A Correspondent

     

    IBD India, the Integrated Brand Development division of Percept-Hakuhodo has signed on an impressive number of clients in recent days. The agency’s roster of clients has expanded further with accounts from diverse industries spanning Consumer Products, Realty, Hospitality, Fashion & Lifestyle, Industrial, IT & Education, Corporate & Banking, Media etc.

     

    The new accounts won include the complete brand portfolio of Vasu Pharma (Trichup – Hair Care, Uva – Skin Care, Dazzle – Pain Ointment, Zeal – Cough Syrup) Swastik International (Spices) and Witlinger Beer.

     

    Commenting on the association, Hitesh Sata, Managing Director, Swastik International, said, “There is a thin line of difference between Brand Identity & Brand Image. Brand Identity is how your brand appears to people in the form of audio or visual effects, whereas Brand Image is how your brand is perceived by your audience. Most of the Advertising & Branding Agencies work on developing the Brand Identity, but IBD India is one of the agencies who also develop a very positive Brand Image for us. We are very happy and satisfied with the kind of work IBD India have done for us so far. Above all they have the right kind of attitude and are a very supportive team to rely on.”

     

    “These new additions are a reflection of our progress toward building IBD India as a new age agency in the creative space,” says Rahul Gupta, Managing Director, IBD India. “A focused brand strategy coupled with intense capability building mechanisms and platforms is the reason we continue to attract such high calibre clients across a range of industries and geographies. We look forward to providing the best communication support to our clients that have come on board and couldn’t be more thrilled with our developments.”

     

  • In 2011, he founded ‘Marketing Unplugged’ along with Suman Srivastava

    FCB Ulka appoints Saad Khan as VP, Strategic Planning

    By A Correspondent

     

    Saad Khan

    FCB Ulka Advertising announced the appointment of Saad Khan as Vice President, Strategic Planning. Saad has spent over 17 years building brands and has worked with some of the biggest advertising houses in India like Leo Burnett, Lowe Lintas, Dentsu Marcomm and Euro RSCG. In 2011, he founded ‘Marketing Unplugged’ along with Suman Srivastava.

     

    Commenting on Saad’s appointment Suman Srivastava, Vice Chairman – Strategic Planning, FCB Ulka Group said, “Saad is one of the most creative planners that I have ever worked with. Many creative people have told me that they love working with Saad because he makes their job easy. To me that is the highest compliment that a planner can get. I have worked with Saad almost continuously for the last 10 years and it is great to have him as part of the strategic planning team at FCB Ulka.”

     

    Suman Srivastava

    Saad started his career as a management trainee at Leo Burnett. His passion for brands and finding innovative strategic solutions for clients led him to being given independent charge of Coca-Cola regional and key account businesses. He has a rich cross category experience having worked on brands like Coca-Cola, Wills Lifestyle, Honda, Jack Daniel’s, Voltas, Max New York Life, Volvo and Reckitt Benckiser. Saad loves to challenge formulaic marketing. Being inspired by the fresh wave thinking happening in the sphere of behavioural economics and consumer understanding, Saad brings in a larger perspective beyond just advertising. He strongly advocates the philosophy of ‘helping businesses innovate’.

     

    Speaking on his new role, Saad Khan, Vice President, Strategic Planning, FCB Ulka said, “Excited to be back in the business of advertising after consulting. It is like coming back to the alma mater.  There is a lot of energy and fervour at FCB Ulka which is infectious, and this agency culture driven by Rohit Ohri and Suman Srivastava, will propel me to do work which is distinctive and brave and will help client businesses stand out and grow.”

     

  • This mandate will cover the entire media end-to-end solutions for TV, Print, Digital, Radio, Cinema etc

    Maxus to handle media mandate of Infiniti Retail

    By A Correspondent

     

    Global communications consultancy firm Maxus has bagged the mandate for Infiniti Retail (Croma), a subsidiary company of Tata Sons dealing solely in electronic retail products. Maxus has taken over the mandate with effect from April 1st 2016.

     

    This mandate will cover the entire media end-to-end solutions for TV, Print, Digital, Radio, Cinema etc. Maxus will also be managing the Social Assets of brand Croma and driving their Social strategy.

     

    Kartik Sharma, Managing Director- Maxus South Asia said: “Maxus has had the opportunity to partner with multiple entities from the TATA GROUP. We are therefore very pleased to now be a partner to Croma as well. Croma has been a pioneer in the Electronic retail space and continues to thrive in an evolving competitive environment. We see our strong strategic and digital capabilities being a real asset to the Croma team and look to working closely with them to drive their business priorities. The larger goal will be to navigate the brand in this increasingly challenging media and marketing landscape to ensure that Croma continues to win.”

     

    Anand Chakravarthy, Managing Partner- Maxus India said: “Working with a TATA brand is always an exciting proposition and this partnership with Croma is a big win for Maxus. Given the vision and brand strategy articulated by the Croma marketing team, we are really looking forward to partnering them on this journey.”

     

    Ritesh Ghosal CMO Infiniti Retail said, “Maxus’ integrated digital approach covering content, social and bought media swung the pitch in our minds. With our increasing focus on digital media, we were looking for a partner willing to learn the new Omni-channel marketing game along with us and Maxus with its experienced team and strong digital understanding put their hand up.”

     

  • He is also instrumental in bringing Leo Burnett's best global practices to India

    Rajeev Sharma exits Leo Burnett

    By A Correspondent

     

    After spending more than 23 years at the agency, Rajeev Sharma, National Planning Director, Leo Burnett, has decided to move on to explore newer avenues.

     

    Rajeev joined Leo Burnett in 1994 as Vice President based out of the agency’s Delhi office and after three years in the role he moved to Mumbai to lead Planning as National Planning Director.

     

    For 23 years, Rajeev spearheaded strategy for many brands and partnered them in their success for years together. Some of the brands he has worked on include McDonald’s, Godrej Consumer Products, Bajaj Auto, Heinz, Complan, Glucon D, Thums Up, Maaza, Minute Maid, Limca, Reebok, Ariel, Ezee, Cinthol, Bajaj Electricals, HDFC Life, HDFC Bank, Anchor, Sony Entertainment Television, Tata Capital, Dabur, Pillsbury, Iodex, etc.

     

    Rajeev has played a significant role in building Leo Burnett’s reputation as India’s most trusted integrated communications company that has a sharp focus on strategy.

     

    He is also instrumental in bringing Leo Burnett’s best global practices to India.

     

    Says Rajeev Sharma, “After 23 years, it is time for me to bid a fond farewell to a fabulous organisation, amazing colleagues and equally amazing clients. I am proud of what the agency stands for, for what it has achieved and what it is in the process of becoming. The momentum we have gained recently will give us the scale and the capability to play a big role in the transformation the industry is going through. As I prepare for the next chapter of my life, I shall watch with great satisfaction, the success Leo Burnett is sure to notch up in the future.”

     

    Adds Saurabh Varma, Chief Executive Officer – South Asia, Leo Burnett, “Rajeev set up Leo Burnett’s planning function from scratch and since then has led a robust team that has grown many brands in complex market scenarios, in the process winning many awards. Under his leadership, we produced some of the most iconic and culturally rooted campaigns by approaching consumers through a human lens. I thank Rajeev wholeheartedly and wish him the very best for his future endeavours.”

     

  • At Interbrand India, Deepali will be reporting to Ashish Mishra

    Deepali Shirali appointed CD at Interbrand India

    By A Correspondent

     

    Strengthening the India arm, Deepali Shirali steps into the role of Creative Director at Interbrand India.

     

    Deepali has over 20 years of design experience across various disciplines from packaging design, branding and retail identity. She joins Interbrand after a long stint with Designsutra -the design arm of Contract Advertising India. Prior to that Deepali was associated with Fitch India, dCELL -division of Lowe Lintas India, Channel V, and several other notable names during her long stint.

     

    Her vast repertoire of work spans across varied categories & across brands such as Cadbury, The Tata Group, ITC, Britannia, Unilever India, Godfrey Phillips India, The Essar Group, Ashok Leyland and The Sahara Group amongst others. She has also handled various projects for South-east Asia & the NAMET region. Over the years she has mastered the perfect balance of design and business.

     

    At Interbrand India, Deepali will be reporting to Ashish Mishra.

     

    Welcoming Deepali aboard Ashish Mishra, Managing Director of Interbrand India said “We are in India to help graduate the Best Indian Brands to the Best Global Brands stature. In a short span of three years we have already identified the most valuable Indian brands through our local league table and built relationships with about half of the top 30 Indian Brands. Majority of our engagements as well as our reputation so far has been in the realm of Brand Strategy and Valuation. We are now keen to emphasise our global capabilities in the design space too. In Deepali, we found a partner who has the right balance of the business acumen and the design experience.”

     

  • The forecast for India in 2017 is 13.9 percent as the agency network records 11 per cent growth last calendar year

    12% adspends growth in 2016: Carat

     

    By A Correspondent

     

    Leading media services agency network Carat has predicted a 12 per cent growth in adspends in India in 2016. Unlike growth in the other BRIC markets – Brazil, Russia and China – advertising expenditure in India continues to accelerate, notes the report. Following a buoyant year in 2015 with a growth of 11 per cent, 2016 has begun on a positive note, the report says. This has been supported by T20 Cricket World Cup and the state elections. Meanwhile, Carat’s first forecasts for 2017 predict continuing strong growth for the advertising market in India with an estimated increase of 13.9% and expected favourable economic conditions in which advertisers vie for consumers’ attention.

     

    According to the report, television advertising revenues are forecast to grow by 12.3% in 2016, supported by strong spending from e-commerce companies and FMCG brands. While TV is expected to remain dominant for many years to come, advertisers are increasingly utilising online video as an invaluable complement, the study notes, adding that the share of total digital advertising spend in India is still relatively low at 8.9% (2016).

     

    On the print sector, the report says that unlike in other markets, positive newspaper advertising spend growth is expected to continue at 10.5% in 2016, primarily due to investment from e-commerce, automotive and a small contribution from government spending. Retail advertisers also continue to spend on the print media.

     

    Meanwhile, Carat has also publishe its first forecast for worldwide advertising expenditure in 2017, combined with its latest forecasts for 2016 and actual figures for 2015, showing positive global outlook led by the continued investment in Digital media spending. Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s global forecasts highlights that advertising spend will reach US$538 billion in 2016, accounting for a 4.5% year-on-year increase. Fuelled by high-interest media events taking place during the year – including the US presidential elections, Rio 2016 Olympics and Paralympics and the UEFA EURO 2016 championship – the positive outlook for 2016 is predicted to continue into 2017, with Carat’s forecast highlighting a consistently strong year-on-year global advertising growth of 4.5%.

     

    Carat’s forecasts reconfirm the rise of digital as the established driver of global advertising spend growth. Powered by the upsurge of Mobile (+37.9%), Online Video (+34.7%) and Social Media (+29.8%) in 2016, the strength of Digital is expected to continue to grow at double digit prediction levels of +15.0% this year, and a further +13.6% in 2017. Overall, Carat predicts the upsurge of digital to account for 27.0% of advertising spend in 2016 and extend significantly to 29.3% in 2017, reaching US$161 billion globally. Mobile continues to show the highest spend growth across all media in 2016, with a year-on-year estimated increase at +37.9% in 2016.

     

    In 2015 all regions reported positive growth, from Western Europe at +2.8%, +4.3% in North America, +3.6% in Asia Pacific and Latin America at +11.0%. Regional confidence is predicted to continue in most regions in 2016, despite volatility in some individual markets. In 2016, the North American advertising market remains strong with a solid growth of +4.6%, with the upcoming presidential elections solely expected to generate US$6 billion advertising spend in the US. Western Europe’s sustained positive recovery driven by solid growth in the UK and Spain in 2015 is expected to continue in 2016 and 2017 at +3.1%. Despite a decline in global growth forecasts due to China and Brazil’s economic volatility, Asia Pacific and Latin America advertising markets remain strong in 2016, achieving +4.4% and +10.5% year-on-year growth respectively. Carat also reports an encouraging outlook for 2017 across all regions including Central & Eastern Europe, as Russia’s economy is expected to stabilise from 2016.

     

    By media, digital continues to be the star performer for growth level globally with Hong Kong & Estonia now joining the list of 12 markets where Digital is now the principle media used based on spend. The US, Germany, Taiwan and Austria are predicted to join this list in 2018. Whilst Digital is constantly closing the gap, TV continues to command the majority of market share with a steady 42.0% in 2015 and spend is predicted to grow by +3.1% this year as the Olympic Games and US elections are predicted to generate significant TV viewership across various markets. In addition, Carat’s forecasts reconfirm the steady decline in Print* in 2016 and into 2017 with newspapers declining by -5.4% and magazines by -1.7% in 2016 whilst highlighting positive year-on-year growth in 2016 for all other media, including Outdoor (+3.4%), Radio (+2.2%) and Cinema (+2.8%), with the latter expected to grow further at +5.0% in 2017.

  • Mike Florence to be the foreman of the Jury

    Kyoorius Creative Awards 2016 announces the Media jury

    By A Correspondent

     

    Kyoorius announced the media jury for the Kyoorius Creative Awards. The awards are held in association with D&AD. Mike Florence, Head of Planning, PHD Media will head the jury in the 3rd edition of the Awards. Mike combines a mix of creativity & rigour and oversees planning output across all his clients, including Sainsbury’s and Warner Bros.

     

    Under the Media Awards, the jury comprises of

    • Mike Florence, Head of Planning, PHD Media
    • Steven Kalifowitz, Senior Manager, Brand Strategy, Twitter, APAC
    • Kartik Sharma, Managing Director, Maxus
    • Stephen Li, CEO, OMD
    • Swati Bhattacharya, CCO, FCB Ulka
    • Pat Law, Founder, Goodstuphx
    • Shripad Kulkarni, Managing Director, India, Vizeum (A Dentsu Aegis Network Company)

     

    The Media and the Digital Jury session will take place from 5th – 7th May 2016 and the Advertising jury session will take place from 4th – 7thMay 2016. The jury sessions will be open to the industry people to watch, learn, check and benefit from the discussions and display of entries. Like every year, the awards will uphold the zero-tolerance policy towards scam ads.

     

    Rajesh Kejriwal

    Rajesh Kejriwal, Founder and CEO of Kyoorius, said ‘Kyoorius Creative Awards are now considered the most prestigious competition in India and this has been built on the caliber of the judges and the transparent and unbiased judging process. Media is, in many ways, the future of the communication industry and is slowly becoming the home for marketing innovation. Media agencies definitely need to reinvent themselves to become integrators and devise innovative & effective solutions for Brands. Given this scenario Kyoorius has included Media Awards as part of the Kyoorius Creative Awards. We have been lucky to have such a stellar jury list and without doubt the selected jury members bring utmost professionalism, objectivity and integrity to the Kyoorius judging process.’

     

    Kyoorius Creative Awards will call for entries across a total of 15 categories and 135 sub-categories this year.

     

  • This is a home-coming of sorts for Namrata, who began her journey with Ogilvy & Mather Mumbai, in 2003

    Namrata Keswani joins OgilvyOne Worldwide

    By A Correspondent

     

    Namrata Keswani

    OgilvyOne Worldwide’s Mumbai has announced Namrata Keswani as Vice President & Head of Office.

     

    This is a home-coming of sorts for Namrata, who began her journey with Ogilvy & Mather Mumbai, in 2003 where she proceeded to handle some of the agency’s most prestigious businesses. Among them were Asian Paints, Mattel, Unilever, Google, Cadbury, Taj Hotels and TBZ. She also spent a year and a half at Ogilvy Singapore where she managed the GlaxoSmithKline, American Express and Kimberly Clark businesses.

     

    Her inherent leaning towards fashion and style, led her to the role of a Fashion Stylist at NBC in 2005 and more recently, at Condé Nast India where she led the Condé Nast factory – a content vertical for the publishing group.

     

    Welcoming Namrata to her new role, Vikram Menon, President, OgilvyOne Worldwide, India: OgilvyOne has been India’s No. 1 Digital Agency for many years. Our flagship Mumbai office was recently ranked among the World’s 10 Best Digital Agencies. And to have Namrata now at the helm is truly exciting. Her varied experience across markets, brands and new media will be ideal, as OgilvyOne, Mumbai looks to set new benchmarks across the board.

     

    Namrata Keswani: OgilvyOne Mumbai has grown and transformed rapidly over the last few years into a leading digital agency. It’s a fantastic opportunity to be at its helm and chart its next chapter of growth. I hope to nurture a nimble, learning agency culture and ensure our clients see us as their partner of choice in this exciting, challenging environment where the digital landscape and consumer are evolving so dramatically.

     

  • Saatchi & Saatchi China’s successful track record with Mondelez led to the decision to consolidate rest of the APAC gum and candy business with the agency

    L&K Saatchi & Saatchi bags creative mandate for Mondelez Gum & Candy Brands

    By A Correspondent

     

    Following APAC regional alignment, L&K Saatchi & Saatchi has come on-board as a lead agency for strategy and creative work for Mondelez Gum and Candy brands in India.

     

    Saatchi & Saatchi China’s successful track record with Mondelez led to the decision to consolidate rest of the APAC gum and candy business with the agency. Saatchi & Saatchi will take charge of all gum & candy business for whole APAC region with key markets like China, Japan, Thailand and India and others, effective immediately.

     

    Commenting on this win, Anil Nair, CEO & Managing Partner, L&K Saatchi & Saatchi India said, “Choclairs and Halls are iconic brands in India and we look forward to building a winning partnership with Mondelez in India. We are all very excited with the opportunity to create excellent work and together we hope to grow the brands and our clients’ business in India”

     

    Commenting on new partnership, Amit Shah, Associate Director – Marketing – Gum, Candy & Powdered Beverages from Mondelez India said, “We look forward to creative excellence and work that will help grow and strengthen our brands. Saatchi & Saatchi has delivered impressive work in APAC region and we hope to see the same in India.”

  • Rajeev brings over 32 years of brand experience, his last position being that of National Head of Planning and Strategy at Leo Burnett

    Rajeev Sharma joins Ormax Rhodium as CEO

    By A Correspondent

     

    Rajeev Sharma has joined Ormax Rhodium as CEO this month. Ormax Rhodium is the high end business consulting division of Ormax Consultants. Its primary role is triggering organizational growth at critical points in a company’s history.

     

    Rajeev brings over 32 years of brand experience, his last position being that of National Head of Planning and Strategy at Leo Burnett.

     

    Vispy Doctor, MD and Founder of Ormax Consultants said: “I’ve known and worked with Rajeev for over 20 years. Very successfully. He has a unique ability to, laterally and almost magically, arrive at the central thought, the crux, of any discussion. It was mainly this that made me want him to head Ormax Rhodium. Companies that want to accelerate their growth through a well differentiated intervention will benefit greatly from this.”

     

    Says Sharma “Many things have to conspire to make organizational brands grow, but identifying precisely what brings it all together is where the high ground really is. It takes sensitivity, experience and rigour to locate this.  My experience has been that whenever Vispy and I have worked together, the alchemy of skill sets has identified this sweet spot for growth repeatedly and with great accuracy.”