MxMIndia

Category: ADVERTISING

  • All those affected have tried to pick up the pieces, and are attempting to re-build their lives. As far as the process of criminal justice goes, that's already in the courts. Which is why I failed to understand the media's desperation to re-live 2002.

    Anil Thakraney: Media ODed on the Gujarat riots

    By Anil Thakraney

     

    The whole of this week the media has been going ballistic on the 10th anniversary of the Gujarat riots. Almost as if each media brand competed with another on who can paint a gorier picture. As a result, a whole lot of skeletons tumbled out of ‘secular’ India’s cupboard and many unhealed wounds got exposed all over again. We have to wonder if this carpet coverage of the riots was such a good idea after all.

     

    I suppose the greatest human tragedy of all time must be the one that happened after the nation’s partition. A million people died and many more were displaced. But because there was no media madness at the time, that catastrophe has been pretty much wiped off from our collective memory. In fact, even the Bombay riots of 1992/93 don’t get much attention any more, again because there was no media madness at the time. This has allowed people to get on with their lives. As a generation changes, the Mumbai riots will also be a closed chapter.

     

    But the Gujarat riots happened in full glare of the media, so there is plenty of pictorial and written matter to fall back on. And this is where I think our media needed to exercise restraint. Because while the intentions may have been noble, nothing good can come from re-exposing deep injuries.

     

    So we re-lived the rapes, the burnings, the lootings, the killings… we were given a ball-by-ball replay and not just highlights, to use a cricketing metaphor. For the sake of the nation, I sincerely hope that the negative emotions didn’t get re-ignited all over again. All those affected have tried to pick up the pieces, and are attempting to re-build their lives. As far as the process of criminal justice goes, that’s already in the courts. Which is why I failed to understand the media’s desperation to re-live 2002.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=fDpwoRlPiKk[/youtube]

    Bottom-line: The Indian media, particularly the news channels, learnt some hard lessons post the 26/11 goof ups, on how terror attacks need to be covered. It’s time some amount of introspection is also done on how anniversaries of riots and terror need to be remembered.

     

    ***

     

    PS: Yes, not all stars appear on the screen. A touching and extraordinary idea from Diet Coke. This is one international commercial that can so easily be replicated for Bollywood. What are they waiting for?

     

     

     

  • Newspapers, magazines and TV channels accepting money to write good things about political candidates changes the goal posts.

    Anil Thakraney: News for sale

    By Anil Thakraney

     

    Very recently, a publisher friend called to seek advice. And his question threw me off-balance. Because not only was the query alarming, I frankly had no ready answers. So I copped out, and left it all to his judgment. The question: “A few assembly election candidates have approached us, asking for favourable coverage. They are offering large sums of money in return. What should I do?”

     

    Since I knew that this particular friend was bleeding and needed some funding desperately, I simply replied with: “Man, it’s really up to you. If you are here to uphold the high standards of journalism, ask them to go fly a kite. But if you rationalize the situation in your mind, and conclude that if you refuse the offer and your rivals would lap it up, then you will be the only loser. In which case, go for it!”

     

    Quite honestly, I have no idea what the publisher eventually did. But speaking from a larger perspective, it’s becoming increasingly clear that paid news is here, and it’s here to stay. There was a time when elections would excite only the political class, as that would mean big moolah gains for the winners. These days, along with them, a section of the media feels ecstatic. For the same reasons.

     

    Corruption in the media isn’t really new. In the past, some journalists would accept alarm clocks and booze bottles from financial companies, and then write sweet words about their public issues. Now, of course, you can get your private party pics flashed in the Page 3 pages if you are ready to pick up the tab. We’ve learnt to live with these malpractices. But newspapers, magazines and TV channels accepting money to write good things about political candidates changes the goal posts. It’s clearly harmful to the nation’s future.

     

    So is there a way out of this mess? I am afraid not. During the 2009 general elections, a few cheating media brands got exposed. Maybe we’ll hear of more culprits after the recent assembly elections in some parts ofIndia. But soon everything will be forgotten. And it will be business as usual.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=jjYxE2VD7VE[/youtube]

    Yes, it pays to be in the media biz in modern times. If you won’t get support from advertisers, you can always tap into alternative revenue sources.

     

    Jai Hind!

     

    * * *

     

    PS: The context of the Fiat 500 Abarth ad is different, but this commercial is the kind of stuff Tata Nano ought to have done. A car you can take inside your home. Super positioning for a little gaadi. So much better than pitching it as the broke bugger’s vehicle.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    Ad Strat: Uninor’s ‘Baat baat mein recharge’

    Amod Dani, ECD, Leo Burnett

     

    1. Name of the Campaign: Uninor ‘Baat baat mein recharge’ campaign

     

    2. The Brief:

    India is a nation dominated by prepaid users. 93 per cent of the mobile services market in India is skewed in favour of the prepaid consumers. Uninor is a pre-paid brand that makes calling more affordable for the common man. The brief to the agency was to create a campaign that can show how Uninor recharges last longer in an entertaining and youthful manner.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=E5-JwiznxkQ[/youtube]

    3. Research insights

    Through our unique human kind approach we managed to tap into the inherent Indian desire for gossip.  As Indians, we love gossiping and just detest insufficient gossip or half information. This human need to know about the lives of others became a launch pad for our campaign.

     

    4. The thought process behind the creative:

    Uninor’s platform of ‘Pay less, talk more’ rides on affordable voice products and value-based prepaid plans. Our new campaign is rooted in the human desire for juicy conversations. However, the need for constant recharge can be an obstruction for the same. The coin dropping execution is an expression of the irritation that comes with constantly recharging. We used the coin dropping pneumonic synonymous with PCO phones of earlier days to effectively bring alive the pains of repeated recharge.

     

    5. Media vehicles chosen:

    The campaign is on air right now as Television is a vital cog in our media cycle. We have scheduled a 360 degree roll-out for this campaign including radio, outdoor, on-ground activation and in-store retail merchandising. We also have a digital plan in place to augment the penetration of the campaign.

     

    6. Key issues kept in mind while executing the ad:

    The penny literally dropped with the coin device and the freeze frame approach. It was, therefore, necessary to get the timing absolutely right in order to deliver a simple, clear product with a touch of humour.

     

    7. Does the treatment do justice to the brief?

    The treatment truly does justice to the fact that Uninor provides more value to the pre-paid user by showing how constant recharge keeps inhibiting juicy conversations.

     

    8. What is the differentiating factor about the ad?

    The insight behind the campaign and the coin-dropping execution technique is uniquely simple and relatable. The juicy gossip keeps everyone interested throughout the film.

     

    9. Market and client feedback:

    We have received some very positive feedback from the client’s side. The campaign has created a wave of excitement at the client’s end and the numbers are there to show it too. All in all, we see the thumbs are up and some really thrilling times ahead.

     

  • Nearly a fifth of those watching these channels are between 25 and 44 years. And nearly four out of ten viewers of these channels are more than 14 years

    Brands focus on toon channels as viewership changes

    By Ameya Chumbhale

     

    If you thought Cartoon Network, Pogo, Disney, and Hungama TV were kids’ channels, look who’s watching them – nearly a fifth of those watching these channels are between 25 and 44 years. And nearly four out of ten viewers of these channels are more than 14 years.

     

    Most children, on the other hand, either prefer or are forced to watch what adults are watching on general entertainment channels – soppy serials or reality shows. According to TV viewership data shared by TAM Media Research, only 15 per cent of all children viewing TV, watch kids’ channels. The rest – 85 per cent — watch general entertainment channels (GEC).

     

    Needless to say, this has become a big opportunity for advertisers, especially those who try and reach out to parents through their children. “Parents are increasingly looking at children as representatives of the new world and latest technology. Consequently, children between 10-14 have a considerable say while buying a car or a gadget,” said Santosh Desai, chief executive officer at Futurebrands.

     

    In fact, for Turner International India, which runs Cartoon Network and Pogo, nearly 35-40 per cent of their advertisers last year came from what would seem like “non-traditional categories such as auto, consumer electronics, finance and telecom,” said Monica Tata, general manager for entertainment networks at Turner in India.

     

    Chairman and chief creative officer at ad agency BBDO India Josy Paul, while explaining the rationale behind these channels attracting non-traditonal categories of ads, says that brands don’t want to miss out on any opportunity of talking to the mother who is the anchor of the house. Traditionally, one would expect kids’ channels to air ads by ice creams, chocolates, F&B, and toy companies.

     

    Insurance major Aviva India is a case in point. Aviva spent 5 per cent of its advertising budget on kids genre in 2011 and had run the ‘Aviva Young Scholar Hunt’ contest between July and October 2011 on Pogo. The impact was telling. “Of all the insurance plans sold by Aviva, the share of child plans went up from 2-3 per cent in 2010 to 11-12 per cent in 2011,” said Gaurav Rajput, director of marketing at Aviva India.

     

    Sony tablet computers and Hewlett-Packard printers too are advertising across all kids channels these days. In fact HP, which launched its printer campaign across kids channels two weeks ago, is something they have done after several years.

     

    “My target group for the campaign is parents of school-going children, so the kids channels were a natural fit,” said Ayesha Durante, country manager for marketing HP India. For Anuradha Aggrawal, senior VP for consumer insights at Vodafone India, whose team spends a lot of time researching the dual viewership (kids and adults), says it helps in choosing their icons — the pug and the ZooZoos, which connect with children, actually help to build an early brand association with these young consumers.

     

    Mr Desai cautions that this could be a long-term strategy which only sectors like telecom can afford as they have “cash to burn”. He further added that in a one-TV system, everybody has his/her time slot to watch TV. Therefore, if a child is watching a kids channel, the parent has no option but to watch it.

     

    For the genre, this means big business. The Disney channel has more than doubled its ad revenues last year while Hungama TV’s revenues rose by 35 per cent, said Vijay Subramaniam, business head at Disney Kids Network India which runs the Disney channel, Disney XD and Hungama TV in India. Disney enjoying highest share of viewership at 22 per cent among kids aged between 4-14, according to TAM.

     

    Subramaniam says that the return on investment is not proportional to the viewership as kids genre corners just over 1.6 per cent of total revenue of the television industry against the over 6 per cent share of viewership.

     

    According to the 2011 FICCI-KPMG report, the TV industry is projected to grow to 33,700 crore by 2015 from the current 14,400 crore (2010) at a CAGR of 17 per cent. And the kids genre gets the maximum in terms of viewership after GECs and movie channels, which lead currently.

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • The event, witnessed a heady mix of creativity, entertainment, a touch of seriousness, a dash of Bollywood and some of the biggest names in the advertising, marketing and media industry

    Nokia is Green Brand of the Year, JWT & Web Chutney Green Agencies at Olive Crown awards

    By A Correspondent

     

    The India Chapter of the International Advertising Association (IAA) presented the Olive Crown awards for excellence in Green advertising on March 3 at a glittering function held at the Taj Lands End in Mumbai.

     

    The Olive Crown Awards are the first and only awards in the country that celebrate excellence in communicating sustainability.

     

    The event, witnessed a heady mix of creativity, entertainment, a touch of seriousness, a dash of Bollywood and some of the biggest names in the advertising, marketing and media industry walking the “green carpet”.

     

    Singer Sona Mahapatra entertained guests with BollyJazz – Bollywood songs presented with a touch of Jazz. Funny man Vikram Sathye with his rib-tickling performance ensured that the guest had a great time The Guests of Honour at the function were Ms Nita Ambani, Chairperson Reliance Foundation and Member of ParliamentMs Priya Dutt.

     

    A special Green Crusader was presented to Dr. Rajendra Pachauri who won the Nobel Prize as Chairman IPCC.

     

    Olive Crowns were presented to winners in 14 categories and were judged by a panel of judges that included some of the most respected creative names in the business. Music Channel 9XM was the title partner for the event.

     

    IAA Olive Crown Awards – 3rd March 2012

  • This ad is from the house of Fevicol, and these guys have set a very high benchmark for themselves. When you view the new ad in that context, it's a let-down

    Debrief: Where’s the Fevi magic?

    By Anil Thakraney

     

    The makers of Fevicol have launched a new variant called Fevicol Speedx, and as the brand name suggests, the promise is speed of bonding. And I must say Fevicol has disappointed me this time, I have always been a huge fan of their ads. This one just doesn’t have the usual Fevicol spark.

     

    In the commercial, a man orders a bed to be custom-made, and the conversation with the furniture supplier happens over the telephone. The buyer has many specifications, but as soon as he finishes the call, the bed arrives. A lot faster than a mass produced pizza. Yes, the furniturewallah makes and delivers stuff at lightning speed, courtesy Fevicol Speedx, of course.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=wuNS-QSJuPk[/youtube]

    Now if you examine the TVC in isolation, there’s nothing really wrong with it. It’s catchy and it’s single minded. Usually, one would give such an ad decent points. But this ad is from the house of Fevicol, and these guys have set a very high benchmark for themselves. (Think of the ‘unbreakable egg’ and the ‘packed bus’ commercials from the past.) And when you view the new ad in that context, it’s a let-down. Sure, the exaggeration route has been used again, but this time the idea is much too literal and predictable. After the first exposure, the TVC has as much charm as a regular pizza ad. The commercial doesn’t pack in the X-factor we usually associate with Fevicol adverts.

     

    Not happening, I say. Looks like the ad agency literally lived up to the brand name, and speeded to the client’s office with the first storyboard.

     

    Rating: (On a scale of 1 to 5): 2.5. And that’s a very poor score for a Fevicol advert.

  • The Consumer Complaints Council (CCC) of ASCI upheld complaints made against 17 advertisements, from various sectors like agro products, deos, and Home Shopping Networks

    ASCI upholds complaints against 17 of 31 ads

    By A Correspondent

     

    The Consumer Complaints Council (CCC) of Advertising Standards Council of India (ASCI) received a complaint against Bollgard, which had made claims of boosting cotton farmers’ income by Rs31,500 crore, reducing usage of insecticides, containing in-built plant protection and increasing yields. The CCC concluded that the claims made in the advertisement and cited in the complaint, were not substantiated. The advertisement contravened Chapter I.1 of the ASCI Code.

     

    The complaint was upheld.

    PassPortDeodorant’s TVC, which focuses on a woman’s body and lewd expressions on the face of the male actor, was pulled up by the CCC. It was concluded, that the advertisement was obscene and that, in the light of generally prevailing standards of decency and propriety, the TVC was likely to cause grave or widespread offence.

     

    The complaint was upheld.

    Telemart Shopping Network Pvt Ltd’s advertisement of Sandhi Sudha was under scanner as the TVC made claims of curing arthritis and spondylitis and of a ‘Money Back Guarantee’, if the product was ineffective. The CCC concluded that in the absence of scientific substantiation, the claim “Sandhi Sudha cures the disease of arthritis and spondylitis” was not substantiated and was misleading. The complaint regarding “money back guarantee” was misleading as the terms and conditions for the refund were not mentioned in the TVC.

     

    The complaint was upheld.

    Association of Mutual Funds inIndia’s booklet states that “Every Mutual Fund is managed by a fund manager, who, by using his investment management skills and necessary research work, ensures better returns than what an investor can manage on his own”. The objection is to the word “ensures” as it could be misleading.

     

    Hence it was upheld.

    Dr. Ayurveda Power Prash and Body Growth’s advertisement for ‘enhancement of sexual power’ was questioned for its claims stating “increasing sperm count, helping people suffering from infertility to have kids.” The CCC remarked that these claims were not substantiated. The advertiser should provide clinical data in substantiation of these claims. The CCC concluded that the TVC contravened The Drugs & Magic Remedies Act.

     

    Hence, the complaint was upheld.

    The advertisement of Glen Appliances Pvt. Ltd’s print advertisement states “Do you know cooking in aluminium can be harmful?” while the website states “Do you know aluminium cookware is not safe?” These claims are not truthful, and have not been substantiated by any reputed international organization such as the World Health Organization (WHO) or by any country noted for a high standard of vigilance in consumer protection. The claims are not based on facts, and incapable of reasonable substantiation. It also unfairly denigrates attacks and discredits all aluminium cookware directly. The CCC concluded that the print ad’s and the website’s claim that cooking in aluminium is not safe were misleading.

     

    The complaint was upheld.

    Vanesa Inc’s advertisement of Denver Deodorant contains the tagline “play it cool”. However, the brand John Player’s has been using the same tagline since 2005. Since copying the slogan amounts to plagiarism, the advertisement contravened Chapter IV.3 of the ASCI Code.

     

    The complaint was upheld.

    In the personal hygiene segment, the CCC received a complaint against Stayfree All Night. As per the complaint, the advertisement claims that “Stayfree all night has the unique five guard. This in comparison to your Ultra is longer, wider, with more body coverage, more absorbent and drier too.”

     

    This claim means that the Stayfree All Night is better than all the pads in the market which use the word “Ultra”. But in reality this is not the case as has been admitted by the TVC itself in the form of a super which states, “When compared only with Ultra napkins of 280 mm length and 105 mm back width.” Making comparison against product in different segment is unfair and misleading. As the comparison was not made between products of a similar size, the TVC was considered misleading.

     

    The complaint was upheld.

    Health drink Complan’s advertisement was under the scanner this time around. The TVC claimed that “children who drink Complan grow 2 times faster than children who drink other health drinks”. This claim was substantiated through independent clinical research.

     

    This complaint was Not Upheld.

    However the comparison in the Chart between Complan and non-Complan drinkers is likely to mislead consumers that Complan is superior on the basis of its main ingredient (Milk Solids)

     

    Hence, this complaint was upheald.

    In the education sector, Noesis Education and Management Services was pulled up for their advertisement which made claims of being ‘Biggest in India, attended by 1200 students at a time’, ‘Do not miss out on being trained by the best subject experts from all over the country,’ ‘High quality contents from Bestselling authors, rank holders and subject matter experts.’ In the absence of comments from the Advertiser, the CCC concluded that the claims mentioned in the advertisement, and cited in the complaint, were not substantiated.

     

    Hence the complaint was upheld.

    In the healthcare and pharma sector, Pfizer’s advertisement on Gelusil Antacid was questioned. As per the complaint, the TVC shows “a boy running along a parked vehicle and using a sharp article scratching the vehicle, possibly scraping the paint and even denting the body”. The question asked: “Does this make your Heart burn” followed by “Gelusil be used to avoid heart burn and acidity”.

     

    The CCC concluded that the depiction of the young boy vandalizing a car is likely to encourage minors to emulate such acts, the careless use of which could lead to their suffering cuts or other injury.

     

    The complaint was, therefore, upheld.

    Eureka Forbes’ Aquasure water purifier’s TVC claimed that the product provides ‘World’s Safest Water’. The TVC does not provide any basis, facts or reference to any study or research work which substantiates this claim. The CCC concluded that, whilst the water from Aquasure water purifier is safe, the claim of the “World’s safest water”, is misleading. The complaint was upheld.

     

    The CCC also received a complaint against Eureka Forbes’ Aquasure Xtra water purifier’s leaflet which makes comparisons and propagates false statements about Pureit products, Classic and Compact. The tabular format compares the product features and puts a ‘?’ against Pureit products. The CCC concluded that, while Eureka Forbes has gained trust of the consumers, to say that Pureit products have not, is disparaging. By marking a ‘?’ against the Pureit brand is misleading and creates doubts in the minds of the consumer. It was thus concluded that the leaflet contravened the code.

     

    The complaint was upheld.

    During these two months, the CCC also received complaints against Cadbury- Bournville, Piramal Healthcare Ltd’s Supractiv Complete, Jockey, MetLife India Insurance Company Ltd, Ad promos of C.I.D., Fast Track watches, Killer Deodorant, Wild Stone Deodorant, TATA Docomo, Colgate Palmolive, Dulux Paints, and Santoor Soap amongst others. As these advertisements did not contravene ASCI’s codes or guidelines, the complaints were not upheld.

     

    Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) is dealing with complaints received from Consumers and Industry against advertisements which are considered as false, misleading, indecent, illegal, leading to unsafe practices, or unfair to competition, and consequently in contravention of the ASCI code for self-regulation in advertising.

     

  • Bags title sponsorship for biggest cricket championship inAsiafor the second consecutive year

    Neo nets Micromax to sponsor Asia Cup 2012

    By A Correspondent

     

    Micromax Informatics Limited (“Micromax”), the 12th largest handset manufacturer in the world (According to Global Handset Vendor Market share report from Strategy Analytics) has bagged the title sponsorship for Asia Cup 2012 for the second consecutive year. Nimbus Sport and Micromax have entered into an agreement and the event will be now titled as Micromax Asia Cup 2012.

     

    Asia Cup is one of the premier cricketing events which feature the top four cricket teams of the continent (India,Pakistan,Sri LankaandBangladesh) battling to secure the title of Champions of Asia. Micromax Asia Cup 2012 will be hosted byBangladeshthis year and the seven ODI series is scheduled to kick off from the March 11 and will continue till March 23.

     

    Announcing the sponsorship, Yannick Colaco, Chief Operating Officer, Nimbus Sport said: “Micromax is an exciting brand, close to the heart of youth, and one which is a good match to the dynamic and vibrant nature of this event. As we come together, once again to present an action packed cricket series of the year, we expect this event to be an exemplary celebration of sportsmanship.”

     

    Commenting on the association, Vikas Jain, Business Director, Micromax said: “Micromax is proud to be part of the Asian Cup 2012, which is the most coveted cricket championship inAsia. Cricket is not just another sport, but a culture that connects youth beyond boundaries. We are proud to be associated with this game and are elated to continue our patronage and support for the game.”

     

    He added: “The sponsorship addresses our commitment towards building a brand that echoes the pulse of the younger generation. We sincerely hope that the event will be a truly memorable experience for all cricket fans.”

     

    The television coverage of the entire Series is being produced by Nimbus Sport and the broadcast TV partner inIndiawill be Neo Cricket. The event will also be broadcast globally and Nimbus Sport expects to make a separate announcement on the broadcast partners across the world.

     

    Singaporeheadquartered, Nimbus Sport International Pte. Ltd. (100 per cent  subsidiary of Nimbus Communications Limited) is a leading full service sports management company providing end-to-end solutions including rights management, television production, sponsorship sales, event management and sponsor services.

     

    Nimbus Sport currently manages various commercial rights (on long term contracts) for a number of global sports federations including the BCCI (Indian Cricket Board), Bangladesh Cricket Board, Cricket Kenya, ACC and the English Premier League (digital/new media rights).

     

     

    NEO Sports Broadcast Pvt. Ltd owns and operates two channels i.e. NEO Cricket and NEO Sports. NEO Sports offers premium quality global sports including top drawer Football, Tennis, Golf, Badminton to the Indian sports lovers. NEO Cricket is the world’s first cricket centric TV channel and currently broadcasted in 27 countries including US and Canada.

     

  • Reported revenue for WPP was up 11.4 per cent year-over-year to $16.05 billion while Interpublic Group of Cos reported that it nearly doubled its net income for 2011, up 96 per cent to $551.5 million

    How the WPP and Interpublic Group fared in 2011

    By A Correspondent

     

    WPP reported record profits of more than $1.45 billion for 2011, up a whopping 43 per cent from the year prior, and the holding company expects to see continued momentum in 2012 due to increased ad spending for the US presidential election and this summer’s Olympic games, according to Ad Age.

     

    Reported revenue for WPP, the biggest ad holding company in the world and home to creative agencies such as Ogilvy, JWT and media-buying behemoth Group M, was up 11.4 per cent year-over-year to $16.05 billion. However, WPP’s CEO-Executive Director Martin Sorrell is less optimistic about 2013, as there are no big events to bolster ad spend, and political ad dollars will drop off following the election.

     

    “We think 2012 looks similar to 2011, maybe at a slightly reduced level,” said Mr Sorrell. “But the one big cloud on the horizon we feel the need to address in 2013 is deficit reduction after the US election.”

     

    WPP said North America performed well, and in Europe the debt crisis is impacting growth, but overall the company said it still fared well in the region thanks to strong growth in the UK and acquisitions in Western Continental Europe.

     

    The company reported that Austria, Germany, Switzerland and Turkey, all showed strong like-for-like growth for the year, but France and especially Greece, Portugal and Spain remained affected by the Eurozone debt crisis. In 2011, nearly 30 per cent of WPP’s revenue came from Asia Pacific, Latin America, Africa and the Middle East and Central and Eastern Europe.

     

    The company said that emerging markets in Asia, Latin America, Africa and Eastern Europe represent the highest growth regions for WPP. The company plans to spend between $470 million and $630 million on acquisitions this year, Mr Sorrell said. The focus will remain on small and medium-sized agencies, particularly those in new markets or specialising in digital work, data analytics and technology.

     

    The past year saw a number digital agency acquisitions, including: F. biz and Gringo in Brazil; Rockfish and Lunchbox in the US; Who Digital in Vietnam; Promo in Russia and A4A in China. The company made a total of 38 acquisitions and 10 investments in 2011.

     

    The Interpublic Report-Card 2011

    US-based ad holding company Interpublic Group of Cos has reported that it nearly doubled its net income for 2011, up 96 per cent to $551.5 million, up from $281.2 in 2010, according to Ad Age. The company’s annual revenue was up 7.8 per cent, to about $7 billion.

     

    “Building on a very good 2010 result, we continue to show organic revenue growth that is at or near the top of our peer group,” said Interpublic CEO Michael Roth. “This performance keeps us on track to deliver on our goal of fully competitive profitability in 2014.” Mr Roth added all of the company’s regions grew in terms of organic growth in 2011, except for Europe, which is in the midst of a debt crisis.

     

    For the full year, continental Europe was down 0.1 per cent. The best region for organic growth last year was Latin America, which was up 17.8 per cent. For the fourth quarter, US organic growth was up 2.2 per cent, Latin American was up 30.4 per cent and Europe was down 3.2 per cent. Interpublic’s digital agencies, MRM, part of the McCann network, Huge and R/GA, significantly contributed to the company’s growth.

     

    In 2012, the company is targeting 3 per cent organic growth, noting “significant macro uncertainty on the global level.” Interpublic agency networks McCann Erickson and DraftFCB both saw major accounts defect in 2011. McCann Erickson lost Nescafe and other accounts, while DraftFCB lost SC Johnson and is now having to share Miller Lite with Publicis Groupe’s Saatchi & Saatchi.

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • It's obvious that one of the reasons the industry produces such few media innovations is the break-down of the full service ad agency

    Anil Thakraney: Full service agencies must return

    By Anil Thakraney

     

    In my interview with Lodestar’s Shashi Sinha, we discussed how the advent of media buying global conglomerates has killed the media planner. Here’s a link to the interview, in case you missed it: http://www.mxmindia.com/2012/03/the-media-planner-has-become-a-zombie-shashi-sinha/

     

    What gives me heart is that Shashi believes integration is the best way to work, and that he will re-start that structure in Interface. Good luck to him. That discussion also brought back memories of my days in advertising. When the client servicing, the creative team and the media planner would work under one roof and operate as one unit. And how that bonding facilitated many opportunities to conceptualize and execute cool media innovations for clients. Having quit the ad world a long time ago, I personally cannot even imagine working in an ad agency where there’s no media planner I can discuss ideas with. And nag her into making my crazy creatives come to life in the media. I shall go to the extreme and say that I consider the cutting off of the media function to be like an amputation, the loss of a limb.

     

    In fact, so connected were we with the media planners back in my days as a young account exec at O&M (then called OBM), I vividly recall that one evening when the then fiery media chief, Rhoda Mehta, threw me out of her department, accusing me of spending too much time with the girls in the media. Yes, in those days the media department was packed with members of the fairer sex, and I must also confess it wasn’t just work that attracted many of us lads to that pretty department. So, Rhoda wasn’t exactly over-reacting, heheh.

     

    On a serious note, it’s obvious that one of the reasons the industry produces such few media innovations is the break-down of the full service ad agency. A way has to be found to reverse things, and bring people back under a single roof. I am not sure how that can happen in these days of independent media buying outfits, and, therefore, we must all keenly observe how Shashi goes about things at Interface.

     

    Like it happens in Karan Johar’s weepy flicks, the broken family must re-unite for the greater good.

     

    * * *

     

    PS: Blast from the past! One cannot even imagine that a marketer would run such an advert in these times of militant feminism. The brand would get skewered on the streets. And what if this ad appeared on March 8, International Women’s Day?

     

    The brand manager won’t live to tell his version of the story, haha.

     

  • The initiative is to acknowledge and encourage the young turks and honours stars with the potential to become tomorrow's superstars

    RBNL announces Big Star Young Entertainer Awards 2012

    By A Correspondent

     

    BIG Live, the intellectual property vertical from Reliance Broadcast Network Ltd. and Star India, on Tuesday announced the launch of their new offering Big Star Young Entertainer Awards, 2012. The awards have been conceptualized to appreciate and recognise the young stars that have risen quicker than their contemporaries across different genres of the entertainment industry including film, television, music and sports. These are stars that have spent less than 5 years in their respective industries and are poised to become the superstars of tomorrow.

     

    The Big Young Star Entertainer Awards will honour the dedication of these young superstars while applauding their achievements for the year gone by.

     

    These awards will be chosen by a set of esteemed jury members who will nominate the characters and then leave it open for India to vote, leveraging the vast network of RBNL’s radio brand – 92.7 BIG FM.

     

    This is the second initiative by BIG Live and Star India after the success of the BIG Star Entertainment Awards 2010 & 2011, which achieved a rating of 5.78 TVR in its first year and a rating of 4.63 in its second year.

     

    Partners on these awards stand to gain tremendously from the synergies within Reliance Broadcast Network, with promotions across 35 stations in the Hindi speaking belt of 92.7 BIG FM, BIG MAGIC – the regional channel exclusively for the Hindi heartland of UP, MP and Bihar, Spark Punjabi – India’s first international Punjabi Channel, its strong out of home arm BIG Street and a very robust digital marketing plan with BIG Digital.

     

    Commenting on this new initiative, the Company said in a statement: “This is another industry first, which, like all our intellectual properties, is influenced by a high degree of consumer centricity and delivered through engaging ideas and multiple touch points to create unprecedented impact. Our partnership with STARIndiawill ensure excellent synergies coming into play, as we offer the young stars the acknowledgement and encouragement that they deserve. ”

     

  • The Biennial Event, held inDubai, attracts global leadership of PR Industry

    Prema Sagar to speak at 20th PR World Congress

    By A Correspondent

     

    Genesis Burson-Marsteller announced on Tuesday that Prema Sagar, Founder and Principal, will be participating in the 20th Public Relations World Congress (PRWC) to be held Grand Hyatt,Dubaion March 13-15.

     

    Ms Sagar will join a venerated list of speakers including the pioneer of public relations and founding Chairman of Burson-Marsteller, Harold Burson. In a survey conducted by PRWeek, the industry’s foremost periodical, Burson was described as “the century’s most influential PR figure.” Burson, who brings over 65 years of industry leadership, is a singular figure in the world of public relations, having won numerous industry honours, supporting an array of organisations and charities, and serving as a mentor to countless communications professionals.

     

    “I look forward to participating in this wonderful event that draws on the knowledge and experience of so many respected thought leaders from around the world. It’s an opportunity to share and gain perspective on the latest trends and best practices from the best in the field,” said Ms Sagar.

     

    Ms Sagar will be joining an expert panel of public relations professionals scheduled to speak on Wednesday, March 14. The theme of the panel is Public Relations in an age of Dialogue: Opportunities and Challenges. Also invited to speak are Lord Tim Bell, Chairman, Chime Communications; Dr. Herbert Heitmann, Executive Vice President, External Communications, Royal Dutch Shell plc; Khalid Al-Maeena, Editor at Large Arab News and former head of Saudi Public Relations Company and Richard Linning, IPRA President 2011.

     

    Over 500 professionals from over 35 different countries are expected to attend this year’s event. Sunil John, Chairman of the PRWC Organising Committee and Chief Executive Officer of ASDA’A Burson-Marsteller expressed his excitement about the upcoming event. “We are thrilled Prema is able to join what is shaping up to be an incredibly strong lineup. I look forward to welcoming industry colleagues to this part of the world where together we can assess and discuss the myriad challenges our industry is facing, not only here in the Middle East, but around the globe,” he said.

     

    Genesis Burson-Marsteller isSouth Asia’s leading integrated communications firm specialising in public relations, public affairs and digital marketing services. The firm has seven offices and a domestic affiliate network that reaches over 100 cities across the country. Genesis Burson-Marsteller is known for its evidence-based strategy, strategic counseling, innovative execution and strong focus on measurement of results.