MxMIndia

Category: ADVERTISING

  • Megha Tata (MD Discovery South Asia) was elected Vice President

    IAA re-elects Punit Goenka as its President

    By A Correspondent

     

    The International Advertising Association (IAA) has re-elected Zee Entertainment MD and CEO Punit Goenka as its President. Megha Tata (MD Discovery South Asia) was elected Vice President. The other office bearers are Jaideep Gandhi (Secretary), Pradeep Dwivedi (Treasurer) and Ramesh Narayan Immediate Past President.

     

    The members elected to the Managing Committee are: Anant Goenka (Indian Express Group) Abhishek Karnani (Free Press Journal) Janak Sarda (Deshdoot) MV Shreyams Kumar (Mathrubhumi Group) and I. Venkat (Eenadu Group)

     

    Said Goenka: “IAA will continue to invest its time and energy in addressing key industry level interests, in order to enhance the overall professional ecosystem. As one team, we will continue to roll out our Intellectual Properties, with an enhanced focus on regional markets. As an institution, we will also continue to play an important role in espousing cause related initiatives, which are in line with our ethos of “what’s good, is good for business. It has been a wonderful experience serving such an esteemed institution and I look forward to working closely with its members for the second term. I shall continue to seek their support and co-operation and wish them all the very best.”

     

     

  • Ventes won the creative award for Best Brand Experience in Mobile Rich Media

    Ventes Avenues and Tanishq bag a Gold at MMA Smarties

    By A Correspondent

     

    We had reported on the Smarties earlier in the week, but this one deserves special mention. Ventes Avenues and Tanishq bagged a gold for their innovative collaboration at the MMA Smarties last week. Ventes won the creative award for Best Brand Experience in Mobile Rich Media.

     

    Said Gaurav Midha, Head- Digital Marketing at Tanishq: “We are delighted to win the award. Tanishq has always aimed at providing the best for its customers and this fascinating initiative is one such approach in achieving this objective. Consumers had the option of browsing through multiple jewellery pieces with just one click. The real-time customer experience strengthened the retail connection between the brand and our consumers; a transformative step on how India will shop and purchase jewellery in the near future.”

     

    Added Fauzan Rahim, Co-Founder Ventes Avenues: “We at Ventes Avenues are happy to have partnered with Tanishq on this amazing campaign on the MEITU camera app in India. Wining an award is always very special, it demonstrates that our work has stood out and left a mark in the minds of a distinguished jury. The focus was to deliver User Engagement using AR filters especially to entice users to virtually try the jewellery and share their selfies wearing Tanishq jewellery with friends & family. 4.9 Mn pictures taken during the one-month campaign is a huge feat and we hope this paves the way for other brands to consider this platform.”

     

     

  • TV though rules in the soft drink and food categories, notes the study

    Globally, most products are moving adspends online: WARC report

     

    By A Correspondent

     

    TV still attracts over two-thirds of advertising investment within the soft drinks sector, while a similar share is seen in the food category – both sectors are far less likely to have been disrupted by e-commerce, so the need for high levels of digital adspend to facilitate a path to purchase is reduced.

    But across all categories, ad investment is shifting heavily into internet formats. The pivot to online advertising is particularly stark within financial services and retail, with both sectors having heavily developed digital platforms to serve their customers in recent years.

    These are some of the findings by WARC, the global authority on advertising and media effectiveness, drawn from an analysis of its newly relaunched WARC Data product, which provides a new industry standard measure of net advertising investment data across 19 product categories in 23 markets, including the United States, United Kingdom and China.

     

    Said James McDonald, Managing Editor, WARC Data, and author of the research: “In a multichannel world, it has become harder than ever to track campaign performance, measure ROI, or to even trust third-party data. Additionally, the problem is compounded by an environment of ad blocking, fraud, and consumer distrust, and is hazed by walled gardens, programmatic stacks and opaque practice. This results in millions of ad dollars wasted each year. But it is essential that ad investment works harder in the media mix to obtain optimal reach and effectiveness. As such, our latest research into product category insights provides vital data to help brand owners, agencies and media strategists and planners inform their decision making.”

    In WARC’s latest ‘Global Advertising Trends – Benchmarking ad investment by product category’, the industry intelligence included in the report sheds light on how different sectors value advertising media, and how this has changed over time.

    Key findings for five of the 19 product categories available include: 

    Financial Services

    :: Total global adspend in 2018: $43.2bn (+13.0% year-on-year)

    :: Median revenue ROI for successful campaigns: 2.93

    :: Media spend: Internet $19.7bn (+24.4% year-on-year). TV $12.9bn (+4.0%).

    :: Radio $3.7bn (+5.1%). Other $7.0bn (+6.7%)

    :: Ad/sales ratios: Financial services (3.6%). Banks, credit, loans (6.7%). Insurance (0.8%). Investment (1.5%).

     

    Close to half of the $43.2bn financial services brands invested in advertising last year was directed towards internet formats. The data show a dramatic shift to digital over the last five years; internet’s share of sector spend has grown 22.0 percentage points (pp) since 2013, to 45.5% last year. This is just above internet’s share of global adspend (44.1%). As a share of sales revenue, the sector spends 3.6% on advertising, rising to 6.7% among banks.

     

    Food

    :: Total global adspend in 2018: $25.3bn (+1.4% year-on-year)

    :: Median revenue ROI for successful campaigns: 2.93

    :: Media spend: TV $16.5bn (+1.0% year-on-year). Internet $3.7bn (+7.9%). Print $2.8bn (-12.7%). Other $2.3bn (+15.3%)

    :: Ad/sales ratios: Food (2.6%). Confectionery (5.6%). Dairy (0.6%). Meat, fish, poultry (0.7%).

     

    Almost two-thirds of the $25.3bn in ad investment within the food category last year was spent on TV, nearly double TV’s global share of 33.3%. TV spend in the sector rose 1.0% year-on-year to $16.5bn in 2018 but has dipped by 3.7% each year since 2013 on a compound basis. Print also accounts for a greater share of food adspend than is the case globally, with newspapers’ (-2.6pp) and magazines’ (-2.1pp) share dipping mildly over the last five years.

     

    Retail

    :: Total global adspend in 2018: $62.3bn (+0.0% year-on-year)

    :: Median revenue ROI for successful campaigns: 4.40

    :: Media spend: Internet $21.5bn (+9.1% year-on-year). TV $20.3bn (-0.6%). Print $9.6bn (-15.5%). Other $10.9bn (+0.8%)

    :: Ad/sales ratios: Retail 2.3%. Clothing & fashion (2.9%). Restaurants (2.0%). Supermarkets (1.2%).

     

    Global advertising spend in the retail sector was flat in 2018 at $62.3bn. The $1.8bn in extra internet spend (up 9.1% from 2017) was offset by a decline in spend for all other media bar out of home (+12.7%) and cinema (+4.9%). Ad investment among the retail sector has tracked downwards in recent years, recording a compound annual growth rate of -1.8% since 2013. However, online advertising has become far more valuable to the sector during this time.

     

    Soft drinks

    :: Total global adspend in 2018: $15.1bn (+1.1% year-on-year)

    :: Median revenue ROI for successful campaigns: 2.84

    :: Media spend: TV $10.5bn (+1.1% year-on-year). Internet $1.9bn (+28.3%). OOH $1.3bn (-24.1%). Other $1.4bn (+1.3%)

    :: Ad/sales ratios: Soft drinks (5.9%). Bottled water (5.9%). Carbonated (5.9%).

     

    At 70.0%, TV’s share of soft drinks brands’ adspend is higher than all other categories studied for the report. The $10.5bn spent on TV ads in 2018 was up 1.1% from 2017

    and has grown at a compound rate of 2.0% each year since 2013 – bucking the global trend. However, investment in other media – chiefly internet – has eroded TV’s share of sector spend by 4.4pp over the five years to 2018. Internet formats still draw a relatively small amount of investment, at 12.8%; this is almost three times less than the global level and is likely a reflection of how little e-commerce has disrupted the sector.

     

    Toiletries & cosmetics

    :: Total global adspend in 2018: $25.7bn (-3.6% year-on-year)

    :: Median revenue ROI for successful campaigns: 2.06

    :: Media spend: TV $14.9bn (-3.9% year-on-year). Internet $5.6bn (+9.7%). Print $2.9bn (-12.0%). Other $2.3bn (-15.9%)

    :: Ad/sales ratios: Toiletries & costmetics (16.9%). Bath toiletries & soaps (12.3%). Fragrances (21.5%).

     

    At a top line level, ad investment within the toiletries & cosmetics sector has dipped 4.1% each year since 2013 on a compound basis, to a total of $25.7bn last year. This is largely due to how this spend has been allocated historically: in 2013, TV accounted for two-thirds of adspend while print drew a further fifth. Both of these media have recorded declining spend over the period, with internet (+10.7pp) and out of home (+4.7pp) gaining most in share but from a low base -depressing total investment growth in recent years. Print still accounts for 11.4% of sector spend, with magazines alone worth over $2bn, but this total has more than halved since 2013.

     

  • Veteran industryperson Shripad Kulkarni uses his to-be-launched AdXforce software to forecast festive spends in print, in the first of a three-part series

    ‘Print festive spends to degrow 8% from last year’

     

    By A Correspondent

     

    Shripad Kulkarni

    Veteran advertising professional Shripad Kulkarni has been leading consulting assignments in the fiels of strategy, content and adsales. Having helmed teams at Carat, Percept Media and Vizeum and also running a media training and consultancy company called M:Ideas which was bought over by Carat Integra, Kulkarni is set to launch AdXforce, an end-to-end software solution for adsales, which facilitates sales process, Call calendar management and CRM.

     

    Using AdXforce, Kulkarni undertook the unenviable task of forecasting the festive season spends for MxMIndia. This is the first of a three-part series. The first focuses on print, and the other two will be on television and other media (outdoor, radio and digital). This report is part of a comprehensive white paper the veteran professional and his team have worked on

     

    Read on…

     

    So, how did the All India festive 2019 Kick Start till Shraadh period go?

     

    Again, we must note that the government infusion had not set in by then, and ad Industry had just got out of an additional adspends on TV due to ICC World Cup.

     

    :: In keeping with the past year trend, Print Innovations grew at a
    healthy 11%

    :: Retail and Personal care grew in Print

    :: Significant drop over 2019 levels in Newspapers SQC by 10%. Shradh was also a washout for print.

    :: Other than Retail, all other volume contributors seem to be holding on to their spends for the Diwali phase.

     

    :: So what’s the Outlook for festive 2019 looking like?

    :: Going by the first weekend of Diwali Phase, positive sentiment is led by new categories. High contributors are not yet too bullish. Sentiment is crucial here, and it seems to be in place for now. This should continue into the Wedding/Holidays Season. The Diwali phase, aided by an extended 6-weeks buying season, should grow and perform better. I assume there will be no increase in rates for any media.

     

    So, my forecast for the festive 2019 is that with a normal last-minute surge:

    :: Print spends will be at around 8% below last year’s level

     

    So what’s the bellweather Onam verdict?

     

    Firstly, we must note that Onam was shrouded in the current slowdown. Latest positive infusion by the government set in after Onam

    :: The upside:

    :: Onam advertising bounced back from the low levels of 2018 due to the unfortunate floods.

    :: A cautious but optimistic start to the Season with 12% more ads in Print than 2017.

    :: Print dominance is visible – with growth in ads driven by long tail of advertisers and better performance than TV.

    :: Services, Auto and HH products Sectors grew for TV and Services, Auto and also Auto grew for Print.

    :: The downside

    :: Significant drop over 2017 levels in TV 4% in GRPs and 7% on Duration

    :: A 4% drop in SQC– reflecting the market sentiment at that time.

    :: Print Innovations did not kick off in time for Onam season

    :: Retail, Durables, Food & Bev and Personal Care – the volume drivers did not take off this Onam.

     

    For full report, click on www.shripadkulkarni.com after 4pm today (Oct 4)

     

     

  • Some of the recent wins include Godrej Interio, Oppo, Myntra, Shell, Times Internet, Zee 5, Kaya, Linc Pens, HDFC Mutual Funds to name a few

    Wunderman Thompson South Asia logs in 70 new wins in H1

    By A Correspondent

     

    Wunderman Thompson, since its launch in February this year, reports logging in over 70 new mandates across its group companies that include Wunderman Thompson, Contract, Mirum, ADK Fortune and Hungama Digital Services (HDS). This also includes the wins in Sri Lanka and Nepal.

     

    Some of the recent wins include Godrej Interio, Oppo, Myntra, Shell, Times Internet, Zee 5, Kaya, Linc Pens, HDFC Mutual Funds to name a few. These wins are on top of the earlier wins in the year that included Honda Civic, Yardley, Nutralite, Puma, Sri Lanka Tourism, Tinder, Timex amongst others.

     

    Tarun Rai

    Commenting on the new business wins Tarun Rai, Chairman & Group CEO, Wunderman Thompson South Asia, said: “This is certainly an impressive performance. We are building a new company, upskilling our staff, creating a new culture… and winning new business. What gives me even more satisfaction is that more than half of these wins have come due to our bringing together a complete end-to-end, integrated solution that is unique to Wunderman Thompson. The seamless and integrated approach has resonated with clients and as we bring in more global capabilities in Data, Content and Ecommerce, I am confident we will win more mandates in the next six months.”

     

     

  • Jaiswal will be based out of Mumbai and will report to Lalit Bhagia, CEO, DAN Consult

    DAN Consult ropes in Rahul Jaiswal as Principal – Ecommerce

    By A Correspondent

     

    Rahul Jaiswal

    DAN Consult has roped in Rahul Jaiswal as Principal – E-commerce. Jaiswal will be based out of Mumbai and will report to Lalit Bhagia, CEO, DAN Consult. His chief mandate will be to help build a client-facing e-commerce consulting practice.

     

    Before joining DAN Consult, Rahul has driven growth for Myntra as Deputy Director – Category Marketing, Strategy & Operations, where he led brand solutions, category marketing and monetisation, and helped scale ad revenues over two years.

     

    Lalit Bhagia

    Said Bhagia: “Rahul’s rich experience in E-commerce will be invaluable to us. With Rahul coming on board, we look forward to helping brands, retailers and e-commerce platforms help scale their business. We already have some large clients where we are leading E-commerce strategy and growth, Rahul’s expertise here would be deeply valued. Rahul has been building brand partnerships via ad-sales and marketing, growing category revenues by multi-channel marketing interventions, and leading strategy and operations to build and monitor effective ad inventory (supply) that drives demand for ad monetization, and conversion and ROI for brands and categories.”

     

     

  • Hindustan Unilever was Client of the Year as Wavmaker was just 30 points behind sibling

    It’s Mindshare once again at Emvies 2019

     

    By A Correspondent

     

    So what’s a bigger for the folks at Mindshare? Winning the Emvies or pipping sibling and arch rival Wavemaker (earlier Maxus) for the top spot?

    Ask this to Mindshare CEO MA Parthasarthy and he just dismisses it as healthy rivalry. One did of course see him cheer for the folks at Wavemarker through the evening.

    But in the final analysis, the evening was Mindshare’s as it raced past Wavemaker, albeit narrowly, in the rankings roster.

    The 19th edition of The Advertising Club’s Emvie Awards was held on Friday, October 4, 2019 in Mumbai.

    This year’s edition saw 1079 entries, the highest ever received with 42 agencies participating in the competition. The event saw 29 Gold & 38 Silver Emvie trophies being presented.

     

    Emvies 2019 was adjudged by a jury of 172 media professionals in Round 1. The category ‘Best Media Buying Team of the Year’, which was introduced last year, was judged by 7 Specialist Jury members. The final round of judging saw Case Study Presentations being evaluated by 61 Marketing Leaders.  The 272 shortlisted entries were then judged by research specialists.

     

    In sum, this is how the winners stacked up:

    :: Mindshare with 340 points was “The Media Agency of the Year”.

    :: Wavemaker with 310 points stood second and Initiative with 135 points stood third.

    :: Hindustan Unilever Limited was declared as “The Media Client of the Year”.

    :: The coveted Grand Emvie Award went to the following:

    :: Mediacom India bagged the Grand EMVIE for Procter & Gamble Hygiene and Health care Limited – Ariel – Now Its time Sons- Share the Load

    :: WatConsult bagged the Grand Emview for Ariston Thermo – Racold – Mind Your Language.

    :: The Best Implementation Team of the Year went to Street Talk – a division of Signpost India for Nestle – Nestle India – Bus Shelters that talk Coffee in the category ‘Best Media Innovation: Out of Home’.

     

    Speaking about the awards Partha Sinha, Chairperson – EMVIES Committee, The Advertising Club said: “Emvies are called the Oscars of media agency. Every year it is growing in stature and the primary reason for that is the quality of work. Every single agency had presented case studies of very high caliber and the global community will be able to access some of them through our tie-up with WARC. We are all very proud of the standard of work being done by Indian agencies and the Emvies S are a celebration of that pride. It is easily one of the signature events in Indian marketing and communication calendar.”

     

    Speaking about the changing dynamics of campaigns and the importance of being relevant, Punitha Arumugam, Digital Evangelist and Managing Committee Member, The Advertising Club added: “Emvies continues to scale and surprise with its excellence year after year. What has really been delightful in Emvies 2019 is agencies specialising in OOH and digital featuring in the top 10 agencies. And a digital entry also sharing the Grand Emvies. The awards are truly and surely reflecting the emerging media landscape in the country”

     

    The Advertising Club post the inputs obtained from the fraternity at the Emvies Town Hall Meeting introduced the following category of which the results are as under: –

    Best Media Innovation: Rural Activation

    :: Wavemaker bagged the first GOLD for Vodafone – Vodafone creating “WHEELS OF CHANGE” in rural Kerala.

    :: Wavemaker bagged the second GOLD for Colgate Swarna Ved Shakti – MAKING 3 CRORE PEOPLE IN UP EXPERIENCE THE BEST NATURAL TOOTHPASTE IN 45 DAYS.

    :: Initiative bagged the third GOLD for Dettol – India’s First Hygiene Parliament.

    :: Initiative bagged the BRONZE for Harpic – Making India Toilet Proud.

    :: There was no Silver awarded in this category.

     

    EMVIE 2019 RESUTLS

    EMVIE 2019 AGENCY OF THE YEAR

    EMVIE 2019 CLIENT OF THE YEAR

  • The agency has conceptualised the Pebble InstaVibe Test

    Logitech partners Dentsu Webchutney to launch Logitech Pebble in India

    By A Correspondent

     

    Logitech has joined hands with Dentsu Webchutney to launch the new Logitech Pebble mouse. The agency has conceptualised the Pebble InstaVibe Test, an on-ground activation where consumers can win a free Logitech Pebble mouse through a Rube Goldberg machine that analyses their Instagram profiles to check if their vibe matches the stylish mouse.

     

    Commenting on the launch, Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney said: “A Rube Goldberg machine is one of the best examples of art and technology coming together. Something that the audience and the product both can relate to. Every stage in the installation is a visual representation of a unique part of your Instagram profile. We scanned through the user’s interests like fashion, travel, music and more to get a cohesive quotient. We hope that the InstaVibe Test really brings consumers closer to the Pebble’s product promise”

     

     

  • The new office will house DAN brands

    Dentsu Aegis moves into new office in Kochi

    By A Correspondent

     

    Dentsu Aegis Network has expanded its footprint in Kochi with a new office in Jawahar Nagar. The new office will house DAN brands like Dentsu India, Carat, Posterscope, Perfect Relations, Vizeum, Fountainhead MKTG and Milestone.

     

    Commenting on the move, Anand Bhadkamkar, CEO, Dentsu Aegis Network India said: “This is a great move for us considering we are rapidly growing our client roster in southern markets. The advertising potential in Southern markets has seen exponential growth over the last few years. This move is in line with our strategy of collocating our brands and employees in a single premises. With various DAN brands now in the same office space in Kochi as well, we are ready to offer holistic solutions to our existing and prospective clients.”

     

     

  • The account will be handled by the agency’s Delhi office, Madison Media Plus

    Madison bags Campus Shoes mandate

    By A Correspondent

     

    Madison Media has been appointed the Agency On Record for shoe brand Campus. The account was won in a multi-agency pitch and will be handled by the agency’s Delhi office, Madison Media Plus.

     

    Said Nikhil Aggarwal, CEO, Campus Shoes Activewear Pvt Ltd (CAPL): “Campus Shoes has embarked on a journey that puts impetus on bringing technology driven premium shoes for Indian Market. We are delighted to partner with Madison Media to fulfil this commitment and establish technology as the key differentiator. We are looking forward to accelerating our footprint as a preferred choice across the Indian market.”

     

    Added Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH: “The Campus range and quality of footwear is absolutely world class and stunning. It will be truly exciting to help make Campus a household name in India.”

     

     

  • The account was won via a multi-agency pitch

    Wunderman Thompson bags mandate for Alcove Realty

    By A Correspondent

     

    Alcove Realty has handed its creative duties to Wunderman Thompson, Kolkata.

     

    Said Aakriti Shroff, Director Branding and Communication, Alcove Realty: “We were seeking to partner with an agency that would not only be responsible for communication development but also walk alongside us with strategic inputs on the brand. Wunderman Thompson came across as the best fit in the city.”

     

    Added Vijay Jacob Parakkal, Senior VP and Managing Partner, Wunderman Thompson Kolkata: “Alcove Realty is one of the leading players in the country with several unique and exciting projects. We are looking forward to partnering them and creating some good work that these projects truly deserve.”

     

     

  • Sending greetings to near and dear ones has been a tradition. I fear the coming generations may remember it as a useless ritual, writes Sanjeev Kotnala

    Forwarding Festival Wishes Syndrome

     

    By Sanjeev Kotnala

     

    Is the Digital Termite disturbing your festivities? I would believe that just like my WhatsApp timelines your timeline was also overcrowded with Ashtami and Dassera wishes rendered in different ways and formats.

    Sending greetings to near and dear ones has been a tradition. Traditionally, calling your friends and relatives and meeting them has been a norm. I fear the coming generations may remember it as a useless ritual. And someday the ritual of forwarding greetings will die its early death. Darwin’s theory of evolution will strike again.

    Our numbness to the festival wishes and greeting delivered in the most non-personalised way is leading toward extinction of that excitement and collective euphoria during festivities.

    Why go when you can call.

    Why call when you can WhatsApp.

    Why send an individual message when you can broadcast to the list.

    Why even bother about creating when you can forward the greetings.

    In the process, we are merely loosing out the purpose and relevance of these festivals. We are getting slowly but surely desensitised to festivities, emotions and collective euphoria of celebrations. We are ourselves getting nearer to what we express and explain as the REAL ARTIFICIAL INTELLIGENCE WITH TEMPLATIED EMOTIONS.

    THEY COME IN EVERY SIZE.

    The greetings are carelessly forwarded. Some of the messages are simple and do their job of exchanging greetings.

    Some messages are evolved explanation and thematic nudge for you to understand the meaning and apply it in your life. Rest be assured the sender neither complies with the message or stand guarantee to the social reaction.

    Some then try to be witty. These are the one where the audience may get again involved with the message, forward it and not remember who sent it.

    Some of the forwarded messages try to be the Yellow Rose on Valentine’s Day. They try too hard to stand out. Unfortunately, in the process, they no longer remain a greeting and morph into some intellectual Gyaan on the platform.

    WHO IS RESPONSIBLE FOR THIS MESS?

    The era of cut-paste from various formats and platforms on the digital ecosystem is leading to forward with a lack of patience and engagement. We are busy playing fastest finger first, and yet we do not remember which group and the friends wished us and who did not.

    It does not matter.

    Because you still call people who matter.

    It would be reflective of the real network and touchpoints in your life.

    One can safely hide behind silly quotes like “People who matter don’t mind, and people who mind do not matter”. However, we feel disengaged and uninvolved with people who fail to enclose them in their ecosystem of information, greetings, sharing’s and invites.

    In the current era of non-evaluative forwards and cut-paste, people should not mind. Touch your heart and say, which side do you fall. You do mind, and you matter or You do not mind, and you do not matter.

    Remember we can not hold our so-called hectic busy overloaded lifestyle for this slowly creeping cultural numbness. Machines and platforms are not responsible for it. If there is anyone accountable, it is you. If there is someone who can still turn the tide- it is you.

    THE DASSERA GREETINGS FLOODING TIMELINES.

    Here are some of the Dassera greetings that landed in my WhatsApp timeline. Check how many greetings in your timelines are from the numerous bouncing boards across groups and individual well-wishers.

    Your numbness is increasing.

    Now you easily swipe/click/ignore greetings that do not engage you and have zero impact in your life.

    The sender is not expecting replies to every greeting.

    His dharma is to send/forward the greetings.

    The sender is in the game of just sending and ticking a box of having wished people who during the day will safely ignore or flick the greeting out. An excellent creative message will find engagement with the communication and not necessarily the sender. I presume that was not something you planned.

    I would like to know and see messages that someone took exceptional care and pain in crafting it, especially for you?