MxMIndia

Category: ADVERTISING

  • To provide Independent Strategic Consultancy to subscribers

    BARC India calls for RFPs from organisations

    By A Correspondent

     

    After building a strong TV Viewership measurement company in the country, BARC India has now called Request for Proposals (RFPs) from professional consultancy service providers who would provide strategic consultancy to BARC India subscribers. MIB guidelines prohibit BARC India from involving itself in any activity like consultancy or any such advisory role, which would lead to a potential conflict of interest with its main objective of TV ratings. However, many subscribers have been expressing their need for this service and hence reputed Data Insight consultants may provide this. This is also in line with global best practices where the ratings are being done by joint industry companies.

     

    With this, BARC India is seeking to build a small pool of approved consultancy companies, which will allow subscribers to choose their supplier and also help mitigate against potential conflicts of interest when dealing with potentially competing clients.

     

    While BARC India data will continue to be delivered directly to subscribers via the BARC India Media Workstation (BMW) analysis system, consultancy companies will be able to analyze this data using their own systems to generate consultancy outputs. However, these systems cannot be made available to subscribers as an alternative to BMW system.

     

    “BARC India being a joint industry company of broadcasters, media agencies and advertisers needs to remain independent and objective and hence cannot provide consultancy service to subscribers. However, after building a strong television audience measurement system in the country, we have now decided to grant licenses to select consultancy companies to provide analysis to our subscribers who are in need of professional consultancy service to effectively utilize and strategise with BARC India data,” said ParthoDasgupta, CEO, BARC India.

     

  • Brian Gleason named Global CEO of [m]Platform

    GroupM goes step further on pan-media audience addressability, unveils [m]Platform

    By A Correspondent

     

    GroupM, the media investments arm of WPP, has announced the global launch of [m]Platform, an advanced technology suite of flexible media planning applications, data analytics and digital services. The platform will improve an advertiser’s ability to use audience-defining insights from hundreds of data sources to find and communicate with their consumers across all media. It will make it possible for media planners at GroupM agencies to use detailed consumer data to achieve results for their clients. It is supported by a team of data scientists, technologists and digital practitioners from across GroupM specialist companies and Xaxis. According to a communiqué, [m]Platform unifies data analytics and digital services including search, social, mobile, digital ad operations and programmatic into one team delivering a completely open and fully transparent data and technology architecture.

     

    Brian Gleason, most recently Global CEO of Xaxis, is named CEO of [m]Platform, a products and service organization within GroupM. He will lead the continuous development of market-leading technology to ingest any data important to identifying a client’s audiences and applications that efficiently engage them on any platform. For clients, [m]Platform will deliver objective insights and the power of choice across data, technologies and key performance indicators in their GroupM agency’s scope of work.

     

    “Marketers are under tremendous pressure to deliver results from media investments. This flexible platform approach enables us to focus $7 billion worth of investments we’ve made in data and technology over 10 years to help them realize a marketplace advantage,” said Kelly Clark, CEO GroupM Global. “Our agencies will now have deeper consumer insights and the most robust technology in the market.”

     

    Meanwhile, GroupM is building a global organisation to support [m]Platform. Four regional presidents will report to Gleason. Recently named President of Platform Services in North America, Phil Cowdell is now President [m]Platform, NA. Lucas Mentasti is named President, [m]Platform, LATAM. Presidents in EMEA and APAC will be named shortly. Also on the [m]Platform global leadership team is Nicolle Pangis, Chief Operating Officer; Jack Smith, Chief Strategy Officer and Bob Hammond, Chief Technology Officer. Pan-regional collaboration will ensure consistent information and experience to global clients, but with the bespoke strategic point of view of their selected GroupM agency, the communiqué adds.

     

    “The rise of digital and mobile technologies, media fragmentation and expanding ecommerce create a pivot point in marketing where the scientific application of data to media strategies is essential. Today, marketers have to know their customers in richer detail than ever before, or else they won’t reach them. [m]Platform is an audience-centric approach enabling our agencies with individualised consumer insights and technologies to reach audiences without boundaries,” said Gleason.

     

    “The technology development teams reporting to Brian demonstrate his ability to continuously innovate winning solutions for clients,” said Clark. “Now, the best of our technologies, whether built, acquired or partnered are consolidated under his remit to enable our agencies with an unparalleled ability to reach audiences and deliver outcomes for their clients.”

     

  • The Selvel OOH group chairman is the first representative from India to sit on the FEPE board

    Noomi ‘Selvel’ Mehta joins FEPE International board

    By A Correspondent

     

    Noomi Mehta

    Selvel group chairman Noomi Mehta has been elected to the board of international out-of-home association FEPE International. He is the first representative from India to sit on the FEPE board.

     

    Mehta is currently chairman of Selvel One Group, a group of companies, said to be owning and managing the largest share of out of home advertising in India.

     

    In a long and distinguished career he has negotiated the first private equity placement in an out-of-home company in India, via Citicorp Finance, founded Laser Advertising, a joint venture with MMT USA, and pioneered large format digital printing for what is now MMT (India) Pvt Ltd.

     

    Said FEPE president Matthew Dearden: “We’re delighted to welcome Noomi to the FEPE International board, for his own entrepreneurial abilities and also as a representative of one of the fastest growing and most important out of home industries worldwide.”

     

    Mehta says: “FEPE International is now a truly global organisation and I’m delighted to be able to bring an increased Asian perspective to the important work FEPE is doing developing and marketing the industry worldwide.”

     

    Mehta is also director and joint owner of Professional Management Group, India’s first sports management company founded by Sumedh Shah and cricket legend Sunil Gavaskar.

     

  • The Chief Guest for the evening was N Murali, the President of The Music Academy, Madras

    Rotary Club Guindy awards Lifetime award to SK Swamy

    By A Correspondent

     

    Srinivasan K. Swamy

    The Rotary Club of Guindy presented its Lifetime Achievement Award to Srinivasan K Swamy, Chairman of R K Swamy Hansa group for “exemplary contribution to the advertising and marketing industry and to the society at large”. This is the third time in the Club’s history of 22 years that they have chosen to honour an individual. Swamy, just earlier this year received Advertising Agencies Association of India’s Lifetime Achievement Award and The Advertising Club Madras’ Distinguished Service Award.

     

    The Chief Guest for the evening was N Murali, the President of The Music Academy, Madras. He recalled Swamy’s contribution to various industry bodies in India, Asia and also at the global stage. He appreciated Swamy’s devotion to social, charitable and religious causes he is involved in.

     

  • With over 10 years of experience, Taranath Shetty has worked in the digital marketing industry for both digital and print media

    Adomantra Digital appoints Taranath Shetty as Regional Head, West

    By A Correspondent

     

    Adomantra Digital has appointed Taranath Shetty as Regional Head – West of the company. As the newly appointed regional head, he will supervise the regional team in building the brand and strengthen company’s presence in West India.

     

    With over 10 years of experience, Taranath Shetty has worked in the digital marketing industry for both digital and print media. He was associated with brands like Times Internet limited, Business Standard and Amar Ujala. Prior to joining Adomantra, he served as Manager – Digital Ad Sales at Times Business Solutions.

     

    Speaking on the appointment, Vikas Katoch, Founder and CEO, Adomantra Digital said, “As we navigate the complexities of a rapidly growing digital world and build the foundation of a trustworthy company, we have Mr. Shetty on board who will help in the growth and expansion of Adomantra. He brings an in-depth knowledge of digital advertising business, metrics, goals and complexities. His expertise and industry proficiency will help the team achieve the growth path.”

     

    Taranth Shetty brings a wealth of experience and knowledge to the table due to his know-how of branding and digital marketing. His strong knowledge of customers and brands will be a crucial pillar for Adomantra Digital; as the company is focused on building itself as the world’s most efficient digital marketer.

     

    “I am excited to join Adomantra Digital and share Vikas Katoch’s vision of being a market leader in online video advertising. I hope my expertise will add significant value to our growth, and strengthen our capabilities. The company has aggressive plans to expand its business and I am looking forward to contribute towards the same,” said Shetty.

     

     

  • The 2016 conference will be bringing together more than 24 dynamic speakers from across India and the world under one roof

    TEDxGateway partners with Genesis Burson-Marsteller for fourth consec year

    By A Correspondent

     

    The seventh edition of TEDxGateway will be held on December 4 in Mumbai and will feature an interesting line-up of speakers. A nanotechnologist, a 12-year-old singing prodigy, a microscopist, a global artist and photographer, a social media intelligence CEO, an augmented reality futurist, a quantum researcher, a peace activist, young innovators and scientists will tell their inspiring stories to a live audience of over 1300 and many more across the world through live-streaming.

     

    To amplify the TEDx platform and to showcase its electric line-up of speakers and their inspiring stories, Genesis Burson-Marsteller is collaborating with TEDxGateway as its official communications partner. This partnership marks Genesis Burson-Marsteller’s fourth year of association with the TEDxGateway platform, having successfully popularised the main event held last year as well as the first ever TEDxGatewayWomen held in early 2015.

     

    Celebrating TED’s mission, “Ideas Worth Spreading”, the TEDxGateway 2016 conference will be bringing together more than 24 dynamic speakers from across India and the world under one roof.

     

    On partnering with TEDxGateway 2016, Prema Sagar, Vice Chair, Burson-Marsteller, Asia-Pacific and Principal Founder, Genesis Burson-Marsteller, said: “TED is universally celebrated as a unique platform bringing to fore some of the most brilliant minds in the world, and TEDxGateway has been successfully bringing that experience to India year after year. It is a privilege for Genesis Burson-Marsteller to be associated with a platform like TEDxGateway and provide our support for creating a social movement.”

     

    Yashraj S Akashi, Curator of TEDxGateway and Senior Ambassador of TEDx in India said, “It gives me immense pleasure to continue our partnership with Genesis Burson-Marsteller for the fourth year and gives us confidence that we are building right kind of profile and communication for this seventh edition of TEDxGateway. We believe Prema Sagar and Genesis Burson-Marsteller not only bring the best communication expertise to the table but also help us define the essence of TEDxGateway’s journey in India.”

     

  • The campaign led by Video CVs takes viewers and potential employers to a page that is a one-of-a-kind online Employment Exchange for hiring various acid-attack survivors

    Ogilvy partners MLNS to create video CVs for acid attack survivors

    By A Correspondent

     

    Building on the success of its #EndAcidSale campaign for ‘Make Love Not Scars’ last year, Ogilvy has launched a powerful new campaign to benefit the cause of acid attack survivors.

     

    In the campaign hashtagged #SkillsNotScars, acid attack survivors present their skills to potential employers through a CV with a twist – a Video CV. After stating standard information about themselves and their skills, these women end their Video CV by saying that they could have well emailed a written out CV like any other candidate, but they created a Video CV so that their potential employer could also see their acid-scarred faces, and they hoped that this will not be the barrier for their employers.

     

    Said Kainaz Karmakar and Harshad Rajadhyaksha, Executive Creative Directors, Ogilvy Mumbai: “Acid attack survivors face the added unfairness of the world cringing at the sight of their scarred faces. A huge part of the fight back against this evil is for society to accept these innocent victims back into the social fold. And there can be no greater support than to look beyond their scars and employ these girls for the skills they bring to the table.”

     

    “A cause as powerful and rich in intent, also deserved an equally powerful communication. That’s where the uniqueness of ‘Video CVs’ as a format will get the world to sit up and take notice, we believe.  We are very glad that after having put the cause of acid-attack survivors on the world stage last year, our team has been able to take this meaningful next step to bring dignity and financial freedom to these brave girls.  We are equally glad to partner Ria Sharma, our MLNS client whose passion for this cause is unmatched.”

     

    Harshik Suraiya, Associate Creative Director, Ogilvy Mumbai added: “More than anything else this has been a journey of learning for me. The courage, the spirit and the smile on the faces of these survivors has taught me that life is what you make of it. I hope the courage they have shown in this campaign is supported by equal courage from the world and they are welcomed with open arms and open minds.”

     

    The campaign led by Video CVs takes viewers and potential employers to a page that is an online Employment Exchange for hiring various acid-attack survivors.

     

  • After a competitive on-boarding process, the two companies finalised their contract

    Dentsu Webchutney is Rentomojo’s digital agency

    By A Correspondent

     

    Furniture and appliance rental firm Rentomojo has signed Dentsu Webchutney to shape its digital agenda.

     

    Geetansh Bamania

    After a competitive onboarding process, the two companies finalised their contract. Dentsu Webchutney’s Bengaluru team will now take the startup brand to the urban, young, working audiences and their mandate includes social media, digital content, video, and acquisition programmes. “Rentomojo is building a category and in this process, connecting with our audience & engagement is the prime objective,” said Geetansh Bamania, founder – Rentomojo, “It’s imperative to not just talk but also to listen to our audience. We look forward to establishing communication pegs in an interesting way that connects with the audience – something that Dentsu Webchutney was able to showcase during their introduction with us. We are confident that together, we will create great work.”

     

    Gautam Reghunath

    “Rentomojo and the growing rental economy excite us a lot. Consumer behaviour in this category is very counterintuitive from the typical consumption culture and the concept of owning one’s own. We’re thrilled at the opportunity to helping establish Rentomojo as a key player in the space.” says Gautam Reghunath, Senior Vice President and Branch Head, Dentsu Webchutney Bangalore. “We have great admiration for Geetansh and his team’s vision and in a space as short-lived as digital, we’re two teams now working as one – ready to roll good, effective ideas when they strike.”

     

  • Not all of them are very positive, but like all Amul topical that reflect the prevailing mood or issues, the late former Tamil Nadu Chief Minister J Jayalalitha made it 15 times to the Amul topical ads

    14 times Jayalalitha featured in the Amul ad

    Not all of them are very positive, but like all Amul topical advertisements that reflect the prevailing mood or issues of the country (and the world), the late former Tamil Nadu Chief Minister J Jayalalitha featured at least 14 times to the Amul topical ads. As the nation and we pay homage to one of India’s most powerful and enigmatic political leaders, we reproduce these here, in random order:

     

  • Confirming the development, a senior company functionary refused to divulge what the future holds for the Indian operations of of the transnational firm

    Top management buys Publicitas from German investor Aurelius

    By A Correspondent

     

    Munich, Germany-based Aurelius Equity Opportunities has sold its subsidiary Publicitas, a leading advertising marketer whose head offices are located in Zurich, Switzerland, to its existing management team headed by CEO Joerg Nuernberg and CFO Dr Carsten Brinkmeier. It was agreed that no information on the financial details of the transaction would be disclosed. Publicitas operates in India from Mumbai, Delhi, Bengaluru and Chennai. Not much is known on the fate of the Indian operations which is reported to be run in association with leading media sales and marketing firm Mediascope. Confirming the development, a senior company functionary refused to divulge what the future holds for the Indian operations of of the transnational firm.

     

    Publicitas has a cross-media portfolio of over 8,000 promotional offerings in Switzerland and abroad. Advertising clients and agencies can use these to position their messages via media placements in leading daily newspapers, luxury magazines, on outside advertising, in TV and radio stations and on mobile and digital platforms in over 100 countries.

     

    It may be noted that Aurelius took over Publicitas from the Swiss PubliGroupe in July 2014.  The purchasing management team will systematically continue the measures already initiated and will continue to expand digital activities with top priority, according to an Aurelius communiqué.

     

    Support processes such as accounting, order-handling and other administrative processes are to be successively outsourced to the established shared service-centre ad back-office in Bratislava (Slovakia), thereby contributing to further cost-savings and increases in efficiency.

     

  • India among Top 10 contributors to adspend growth, reports Zenith

    Indian adspends will grow 11.2% in 2017

     

    By A Correspondent

     

    Publicis Media agency Zenith predicts that ad expenditure growth for India in 2017 will grow 11.2 per cent over 2016 and will stand at Rs 54,344 crore. Digital remains one of the fastest growing mediums in India registering a 30% growth rate. Television will register an 11% growth rate in 2017, print (newspapers) will grow at 7.6% and all other media between 7 and 12%.

     

    These are part of the annual Advertising Expenditure Forecasts in which Zenith predicts that global ad expenditure will grow 4.4% in both 2016 and 2017, reaching US$566 billion by the end of 2017. The 2017 forecast is down by 0.1 percentage point from the forecasts published in September after small downgrades in Asia Pacific, which nevertheless remains one of the fastest growing regions for ad expenditure.

     

    It may be noted that India is among the Top 10 contributors to adspend growth, along with others such as  USA, China, Indonesia, UK, Philippines, Japan, Germany.

     

    Said Tanmay Mohanty, Group CEO, Zenith India: “India remains one of the few bright spot economies in the world.adspending in India is on a steady growth curve and likely to stay that way in 2017, buoyed by the State Elections in Uttar Pradesh and Punjab, the upcoming Champions Trophy and continued expansion and growth of regional newspapers and television. In November, the central government introduced reform in the form of Demonetisation which is leading to some contraction in ad spends. We expect the demand for goods and services to pick up and this shortfall to be temporary. Demonetisation is expected to augur well for the economy long-term. In fact, we expect 2017 to see increased ad spending by categories such as Mobile Wallets, Telecom 4G, BFSI, Mobile Handsets, Fast Moving Consumer Goods and Consumer Durables.”

     

    Fast-track Asia economies (China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand and Vietnam) are growing extremely rapidly as they adopt Western technology and practices, while benefiting from the rapid inflow of funds from investors hoping to tap into this growth. Fast-track Asia barely noticed the 2009 downturn (ad expenditure grew by 7.9% that year) and since then has grown very strongly, ending 2015 up an estimated 9.6%.

     

    On the global forecast, a communiqué notes that it is a strong performance, given that the unexpected results of the UK’s referendum on EU membership and the US presidential election have increased political uncertainty and raised the risks of restrictions to international trade. 2017 also faces a tough comparison with the quadrennial year of 2016, when spend was buoyed by the US elections, the Summer Olympics, and the European football championships, as it is every four years.

     

    After 2017 continued steady growth in global adspend is expected, of another 4.4% growth in 2018 and 4.1% in 2019. Global adspend growth has been remarkably stable since 2010, growing at between 4% and 5% a year, generally at or below the growth rate of global GDP. Before the financial crisis, advertising would typically exaggerate the wider economy, growing faster in times of expansion and shrinking faster during recessions, with frequent changes in year-on-year growth rates. More recently the global ad market appears to have entered a phase of more stable growth.

     

    Television is currently the dominant advertising medium, attracting 36% of total global spends in 2016. However, the internet is expected to overtake television to become the largest medium in 2017.

     

  • In his most recent outing, he was Creative Head of MTV India

    Keegan Pinto joins FCB as NCD-Branded Content and Creative Head-West

    By A Correspondent

     

    FCB Ulka has announced the appointment of Keegan Pinto as Creative Head – FCB Ulka (West) and National Creative Director – Branded Content.

     

    In this role, Keegan will be responsible for enhancing the creative quotient and strengthening the creative capabilities for the agency and will be based out of Mumbai.

     

    With over 15 years of experience in the industry, Pinto been a part of Colenso BBDO New Zealand, Publicis Ambience, Ogilvy & Mather India and Lowe Lintas. In his most recent outing, he was Creative Head of MTV India. His work has won him accolades at both national and international circuits such as D&AD, The One Show, Adfest, Cannes Lions, Abbys, Effies, DMA Asia Echo Awards, Promax India, Asia and World.

     

    Commenting on the appointment, Rohit Ohri, Group Chairman and CEO of FCB India, “We’ve taken our time to find the right creative leader for FCB Ulka (West). Keegan fits the bill perfectly. The diversity of his experience and the depth of his talent will be key in driving the creative transformation agenda at FCB Ulka. Further, his experience with branded content will help us quickly scale up our content division. I’m truly delighted to have Keegan as part of our leadership team at FCB Ulka.”

     

    “I am delighted to have Keegan Pinto on board. Content creation today is an integral part of all brand communication. Keegan has a unique blend of advertising and channel experience which is extremely relevant in today’s world. I am looking forward to working with Keegan in creating some truly memorable work for our clients” added Nitin Karkare, Chief Executive Officer (CEO), FCB Ulka.

     

    Commenting on the appointment, Swati Bhattacharya, Chief Creative Officer, FCB Ulka said, “Keegan’s thorough understanding of the communication business is phenomenal. The work he has created for his clients across brands is a testimony of the same! His creative acumen, ability to create magic for brands coupled with his leadership skills will surely take FCB Ulka to greater heights and we are thrilled to have him on board!”

     

    “It is an honour to have been selected to drive change at FCB and be in the leadership team of one of the world’s first agencies and one of the country’s most solid. The big change story that FCB wishes to write is the most enticing challenge that tipped things over for me and I look forward to that. I personally love a change story, be it a brand or an agency and I can safely say that my journey has largely been driven by such opportunities. The timing is right with a new wave of change starting with a completely new management team almost. But what I hold of utmost importance is the fortune of getting to work with a bunch of good folks” commented Pinto.

     

    Pinto has led some popular awardwinning campaigns such as ‘Bande Achchhe Hain’ for ICICI Prudential Life Insurance, Stay Raw for MTV India, ‘Power of 49′ for Tata Tea, ‘Heat mein Dheet Hain’ for Onida ACs, ‘Inside waala Snaan’ for Tetley Green Tea, ’For Indian Values’ for Videocon d2h, the recent Beef Ban campaign for MTV and has been instrumental in the recently launched only-music channel from MTV, MTV Beats. Pinto is a music composer/lyricist and awaits a few movie releases in 2017.