MxMIndia

Category: MARKETING

  • One never knows with religious symbols what could trigger a backlash, writes Sanjeev Kotnala

    Jack makes it Count as Ikea offends Zed

     

    By Sanjeev Kotnala

     

    There must be something in the drink that the liquor companies keep coming back with these insightful and motivational campaigns. No, I do not doubt what stiff drink can do to you, but wonder if the creative team is high on the same brand they are selling. Now the ‘Make it Count’ campaign by Energy BBDO for the brand Jack Daniel asks you to ‘Do what you always wanted to do’. It is something any person who has ever hand a drink will empathise with.

     

    We all know, a drink definitely is a facilitator for such acts. My friend Vermajee, the highly respected brand and marketing consultant, is in absolute awe of these copywriters who find new genuine ways to express the same feelings and emotions.

     

    The brand spokesperson wants us to believe that the campaign reflects the bold spirit of the founder, ‘Mr Jack’ by inspiring the audience to do something they always wanted to do. One may doubt the first part, but the second part is absolute truth, ask anyone who has had enough.

     

    When you do ‘What you always wanted to do but for some reason never did’, you do feel great. The question is, does it count? No, and that’s why the brand says ‘make it count’ by cutting across the most common denominator. After all, the brand is proudly served in fine establishments and questionable joints.” ”

     

    DOING WHAT YOU ALWAYS WANTED. MAKING IT COUNT

    The act of throwing the phone into water, or the caddy taking the shot or someone silly on the nth drink calling for the drink on him. I am a bit confused on this ‘Make it count’. At the same time, I understand ‘What you always wanted to do,’ And if this is the kind of things Jack Daniel drinkers, first time or otherwise want to do, well the drink must get off my bar.

    You know what the spokesman is drinking when he says, “The values of Jack Daniel resonant around the world and translate beyond our whiskey-making into something with larger cultural impact.”

    In the  Campaign article, the spokesperson says, “Make It Count is a simple articulation of living boldly and making the most of every moment.” Wonderful- Give him another drink.

     

    IMPULSIVE ACT DOES NOT COUNT

     

    Vermajee had a classical rejoinder. It does not count, if doing what you wanted to do, and doing it boldly is an answer to the trapped impulsive urge. It only counts in life, when it is a result of a thought out, open-eyed conscious act. And for a change, I think he is bang on.

     

    INDIA CAMPAIGN

     

    Verma saw the short clip of ad in Spanish and read somewhere that the campaign footprint covered India. He laughed and then told me, he was thinking of possible regional versions, in case Jack Daniel decides to do a Punjabi, Marathi and Bengali version. Moreover, he wanted to know if it will be Jack Daniel soda, cut glasses, adventure trips or condoms- that will make it count.

    The above is inspired by the article in Campaign India and facilitated by three rounds of Antiquity Blue topped with soda over Mangalorean Namkeen Mixture of Namkeen. I never liked JD, and I have a polarised taste- so though I would love my Black Label or Teachers I would enjoy my Old Monk more, and in Punjab, it is always VAT69.

     

    IKEA OFFENDS ZED NOT HINDUISM

     

    We are trapped. We have highly sensitive and insecure religious groups, or someone is pulling a fast one. The recent advertisement of Ikea in Australia that incorporates yoga  postures must have been watched more after the client decided to not-promote if. Oh, it is available on YouTube.

     

    It seems that someone called ‘Universal Society of Hinduism’ objected on Ikea trivialising yoga  and the company apologised. It further clarified that the yoga ad was unpromoted on social media, and Ikea Retail Australia will not re-activate it.

     

    Wow no withdrawal, just unpromoted! And ‘Universal Society of Hinduism’ thanked IKEA, urging them to completely withdraw. And then everyone goes home happy having averted a crisis.

     

    I fail to understand how the use of Yoga offends Hindu Sentiment. No sentiment was hurt with the commercialisation of the path to god in Hot Yoga, Beer Yoga and even Bikram Yoga. And even the movie PK did not offend.

     

    UNIVERSAL SOCIETY OF HINDUISM AND SOMEONE CALLED RAJAN ZED

     

    Universal Society Of Hinduism ( USofH) started in the mind of Hindu statesman, Rajan Zed one who claims to represents Hindus. His claim to fame, offering Hindu prayers before 17 other legislative bodies, including in Nevada, California, New Mexico, Arizona, Utah and Alaska and campaigning against the commodification of Hinduism and Hindu symbols in American culture.

     

    His campaigned causes list is long. It included a campaign against the use of the image of Lord Ganesha on an outdoor store’s yoga mat towel. Against Virginia brewery for naming a Spanish milk stout Hanuman. Against the use of Ganesha image on urban Outfitters duvet product. Against Converse shoes using Hindu deity pictures on shoes. Against the use of Lakshmi and Ganesha symbols on Gold Gambling slot machine. Against Amazon on for the use of Hindu deity pictures on leggings. And against Adidas Holi shoes. I don’t know what was so offending in case of the Adidas shoe called ‘Hu Holi’ with faded coloured canvass.

     

    You must give to him for his efforts and consistency but with no organisational members does he represent Hindu or Hinduism. Its Facebook page updated until 2013 has less than 2000 people liking it. When the NewsMinute site says that Using religion to gain popularity and single-handedly making it a phenomenon is something that can be learnt from Rajan Zed. Or maybe, not. You tend to agree. Rajen Zed has properly positioned himself well enough to be heard and acted upon.

     

    USofH is a nondenominational religious-philosophical-cultural-educational organisation ( wow) was established in 2011 headquartered in Reno, Nevada. Its objective Mission and Vision include providing worldwide Hindu identity, enhance understanding of Hinduism, spiritual renewal, and to foster interreligious dialogue along with having friendly relations with non-Hindu communities. That’s what the sketchily put website of USofH tells you.

     

    IKEA NON OBJECTIONABLE YOGA AD

    Here are some screen grabs from the Ikea Australia Retail Yoga promo DVC in case Ikea really withdraws it completely. Throughout the clip, a woman is working out against a blue background. She is doing a guided yoga session and holds a specific yoga pose. When she does that, products similar to posture framework appear on one side of the screen. That’s it. Harmless.

    I do not know what is offending in it?

    I would like you to tell me if I am missing something and how is this offending?

    One never knows with religious symbols what could trigger a backlash. It usually is something best to be avoided. However, that is escapism. Time we stop corporates to be held ransom to irrelevant objections from people who are trying to hijack representation.

     

    I say so without help from Jack Daniel, Antiquity, Teachers or Old Monk.
    Because only thought out open-eyed conscious decisions count.  

     

     

    Sanjeev Kotnala is a senior marketing and business strategist and educator. He writes on MxMIndia every Wednesday. His views here are personal

  • The Indian Institute of Human Brands (IIHB) ran a telephonic survey on Sunday, October 4 reaching out to 892 respondents during the day to check out recall of brands, their celebrities and their messaging

    Byju tops on IPL ads recall. Dhoni, Kohi most recalled celebs: IIHB study

    By A Correspondent

     

    Byju’s was the most spontaneously recalled brand on the IPL last weekend as MS Dhoni had the highest spontaneous recall as a celebrity endorser. The Indian Institute of Human Brands (IIHB) ran a telephonic survey on Sunday, October 4 reaching out to 892 respondents during the day to check out recall of brands, their celebrities and their messaging. There were 41% female respondents, ad 59% male. All respondents were between 15 to 35 years.

     

    So while Byju’s was the most spontaneously recalled brand on the IPL last weekend, its celebrity endorser Shah Rukh Khan trailed behind other celebrities who were more visible, hence more recalled. Dream 11 was at No 2 with multiple endorsers.

     

    Swiggy, Thar, UpGrad and Altroz ranked highest amongst brands that did not use a celebrity. VI was not spontaneously recalled, notes the study.

     

    MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at #3; Ayushmann Khurrana at #4.

     

    Said Dr Sandeep Goyal, Chief Mentor of the IIHB: “So far in the IPL, MS Dhoni is the biggest celebrity. Virat Kohli trails. However, it is surprising that Shahrukh Khan has not done as well as the brand, BYJUs, that he represents. Aamir, though supported by much lesser media weightages, is a better performing celebrity this season at IPL. Non-celebrity brands have done well too. Swiggy, Thar, UpGrad, Altroz, Lenskart, MG Gloster, Facebook, Amazon, Kellogg’s, cricket.com, and VI were mentioned in significant measure by respondents. PhonePe and Swiggy were rated as the best ads of the ones on the IPL. But, the feedback on qualitative goodness was inadequate and is mentioned here only as part of data received by default.”

     

     

  • Vanish creates an AR-based digital experience with Avataar.Me for its consumers

    Vanish launches new campaign to give ‘Dry Clean Like results’

    By A Correspondent

     

    Stain remover brand Vanish has joined hands with Avataar.Me to create an Augmented Reality experience for its consumers. The brand has also launched its new campaign showcasing Vanish’s revolutionary formulation while highlighting ‘dry clean like results at home’.

     

    Commenting on the campaign launch, Sukhleen Aneja, CMO & Marketing Director, RB Hygiene- South Asia said:  “Consumer needs and demands evolve especially as they adjust to the new normal. Vanish with its revolutionary formulation provides ‘Dry clean like results at home’ by whitening, brightening and removing stains. This is a perfect solution for consumers who can take care of their everyday clothing and make their clothes last longer while looking brighter and whiter. We are also delighted to partner with Avataar.Me to bring a first of its kind immersive demo experience to our consumers in real time. This Digital immersion which will go live next month helps us reach out to our Gen-Z and millennial online audiences who are looking for the perfect solution for all their garment woes.”

     

    Added Ravinder Siwach, Creative Director, Havas Media: “Indians have become more fashion forward and conscious about taking care of their everyday clothing. The live demo approach in the TVC is deliberate because it brings to life consumer’s garment woes and addresses their concerns first-hand.”

     

     

  • The Piramal-owned skincare brand has unveiled a digital campaign by BBDO India

    BBDO India’s #WFHFace for Lacto Calamine

    By A Correspondent

     

    Piramal’s skincare brand Lacto Calamine has got BBDO India to create a digital campaign around Work From Home skincare hashtagged #WFHFace.

     

    Said a Piramal spokesperson: “Covid-19 has pushed us to look at skin care from a ‘back to basics lens’. Earlier, cosmetics were set to be the market leaders but with work from home becoming the new normal, there is an innate need to groom well but not ‘over do’ it. With our philosophy of “Doing Well and Doing Good” where our aspirations are always backed by purpose, we embarked on our contextual Piramal’s #WFHface Lacto Calamine campaign with our marquee product Lacto calamine for our customers to take better care of their oily skin”.

     

    Added Hemant Shringy, Chief Creative Officer, BBDO India: “The ‘new normal’ has had a great impact on the beauty category. Faces are either behind closed doors or behind masks. But a skin care product like Piramal’s Lacto Calamine is hugely relevant even now. Which is why when Shruthi, (the Senior Creative Director on the brand) shared the idea of ‘WFH Face’ we fell in love with it. It’s so real. And even the execution – every single word of the narrative, the cast, the nuances are refreshingly relatable”

     

     

  • Led out of Bengaluru, Essence’s scope of work includes media planning, media activation and content innovation

    Essence wins integrated media mandate for jewellery brand Melorra

    By A Correspondent

     

    Essence, GroupM’s data and measurement-driven media agency, has been awarded integrated media agency of record duties for jewellery brand Melorra in India. Led out of Bengaluru, Essence’s scope of work includes media planning, media activation and content innovation.

     

    Said Saroja Yeramilli, Founder and CEO, Melorra: “Melorra is well-poised to address the growing demand in the daily wear and lightweight jewellery segment. Having built a strong foundation as we seek to expand our customer base, we were looking for a media agency partner who has a deep appreciation for data and key metrics that drive a direct-to-consumer business like ours. Essence was able to amply demonstrate this and more, and we are happy to have the team on board as a partner in our growth,”

     

    Added Anand Chakravarthy, Managing Director, India, Essence: “Melorra is a progressive brand in an exciting category. The lightweight jewellery space is set for tremendous growth, as we see more women from across India opting for such jewellery. Melorra is at the forefront of maximising this opportunity with its wide range of fashionable jewellery for everyday wear. The smart use of data signals, analytics and creativity combined is essential to driving acquisition for Melorra – this is one of Essence’s key areas of expertise and we are looking forward to helping accelerate business growth for Melorra,”

     

     

  • The campaign is titled 'Asian Paints Sharad Shamman'

    Ogilvy paints Pujo in a new light

    By A Correspondent

     

    With the threat of a viral pandemic still looming large, people are unsure how to enjoy the myriad Durga Pujo celebrations and go pandal-hopping this year. And hence the campaign ‘Asian Paints Sharad Shamman’.

     

    Said Sujoy Roy, Executive Creative Director, Ogilvy Kolkata: “Every year, Asian Paints Sharad Shamman adds to the Pujo pallette in different ways. This year, we have tried to capture how colours can bring Pujo home, through the story of a little girl celebrating Pujo with her family. As a brand of colours, Asian Paints has brought Durga home in a way that is as unconventional as it is relatable.”

     

    Added Amit Syngle, MD and CEO, Asian Paints Limited: “Asian Paints Sharad Shamman and Durga Pujo go hand in hand. It is a tradition etched in the heart of Kolkatta since 1985. Hence, we know the value of celebration that revolves around the homecoming of Goddess Durga, the daughter of Bengal. Therefore, this year when people thought Sharadiya will look and feel different, we launched a new film to reinstate the fact that with Asian Paints Sharad Shamman, Pujo is wherever you are. Just as elaborate decorations enhance the beauty of a pandal, Asian Paints adds life and color to homes and celebrations. The video also beautifully captures the family using different Asian Paints products in every part of their home during the festive makeover and pujo celebrations.”

     

     

  • Dollar Industries has unveiled a new campaign to promote its existing range of Dollar Bigboss and Dollar Missy

    Dollar launches new TVC campaigns for the festive season

     

    By A Correspondent

     

    Dollar Industries has unveiled a new campaign to promote its existing range of Dollar Bigboss and Dollar Missy.

     

    Post a brand architecture exercise led by LinConsult, the strategic consulting division of Mullen Lowe Lintas Group, this campaign was developed by Lowe Lintas Kolkata.

     

    Said Vinod Kumar Gupta, Managing Director, Dollar Industries Limited:  “We have expanded the Bigboss portfolio to include not just innerwear but also athleisure, gym wear and casuals for men. With our decade long association with Akshay Kumar, our brand has witnessed a 3x times growth. Coming to Dollar Missy, for women, armed with an enviable range of womenswear, we felt it was time for us to break old-standing beliefs as well. Our festive collection consists of 102 colors to choose from. The leggings cater to various occasions and are a perfect fit for the women across various leagues of life.”

     

    Speaking on the idea behind the two campaigns, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “Fit Hai Boss as a tagline has always worked wonders for Dollar Bigboss and this time around we have used the phrase to develop a plot which is futuristic but at the same time it delivers a key message – Bigboss can’t be cloned. This imagery goes hand-in-hand with the newly created Dollar brand identity which speaks of the modern times, the science and innovation involved. Akshay is a brilliant actor who pulls off the film with flying colours. With regards to Missy, the concept was derived from the product itself. These easy-to-slip-on legwear are meant for a wide variety of occasions and uses and lends itself perfectly to the idea that today’s multi-tasking woman is game for #SpeedDressing.”

     

    Both the commercials have been directed by adfilm-maker, Shiven Surendranath.

     

     

  • The advertisement in question was viewed at ASCI by an independent multi stakeholder panel- The Consumer Complaints Council

    ASCI view on Tanishq ad

    By A Correspondent

     

    The Advertising Standards Council of India (ASCI) has issued a statement following a decision on the complaints received against the Tanishq advertisement. The complaint that the ad was objectionable “since it promoted communal intermingling”, as per an ASCI communique.

     

    Added the ASCI communique: “The advertisement in question was viewed at ASCI by an independent multi stakeholder panel – The Consumer Complaints Council, which balances view points from industry, civil society, lawyers, consumer activists as well as domain experts. This panel was unanimous that nothing in the advertisement  was indecent or vulgar or repulsive, which is likely in the light of generally prevailing standards of decency and propriety, to cause grave and widespread offence. The complaint was not upheld, as the advertisement did not violate the ASCI codes of honesty, truthfulness and decency in advertising. Therefore ASCI has no objection to the airing of this advertisement, should the advertiser choose to do so.”

     

     

  • Sanjeev Kotnala on the Tanishq and the controversy around it. "I find nothing wrong with the ad… In fact, I find it a decently good ad," he writes

    Intent does not count in a troll-defined world

     

    By Sanjeev Kotnala

     

    For me, the  Tanisq Ekatvan (Unity or Oneness with Divine Consciousness) advertisement appeared first in a WhatsApp group. A group that is reasonably levelheaded. The post read, “https://youtu.be/t3dJtFoVWWM,  the trolls have got this ad pulled off the air. Let’s spread it as widely as possible.

     

    What do you think happened next? 

    We did not ask why the ad should be spread widely? However, eight of us saw it in the next 2 minutes and started discussing the advertisement, the story, the trolls and the brand. It is safe to presume that this must have happened across a hundred and thousands of WhatsApp groups. Keep this thought parked at the back of your head.

     

    Tanishq Ekatvan Content

    The story of a Hindu girl marrying into a Muslin family. The Muslim family adopting one of the Hindu rituals to see their daughter-in-law smiling. A thought of unity, inclusiveness and togetherness. However, the big political trolls saw it otherwise—an opportunity to keep alive the hatred and polarised emotions.

    It was trolled to such an extent that the Tanishq took it off from their official digital platforms. Maybe the nearness to the festival season influenced the hasty decision of bowing to the trolls. Being a commercial entity, it made sense. But there are other things that, according to my dear friend and a familiar person, the Consultant Vermajee thinks makes no sense. I am surprised, how most of us, the myopic in-sighters lose the sight of sinister possibilities that the Trolls can expertly visualise.

    Somewhere someone commented on the Tanishq ad. The person said, ‘the Hindu Trolls should understand that it is the Muslim family, which is adapting to the Hindu Rituals, they should be happy’. However, a large section of voice on the social platforms challenged brand Tanishq to do the same communication with the roles reversed. A Muslim Girl Marrying into a Hindu family and the family adopting a Muslim ritual for her. Well, one can anticipate how bad the backlash could be. I am sure, no smarty at the client-side considered such a possibility.

     

     

    Personally, I find nothing wrong with the ad. In fact, I find it a decently good ad.

     

    Why Integration Is Tough.

    The buzz on social platforms will make us believe that no one wants to see a better tomorrow. No one wants re-integration of regions and religions. Unfortunately, we seem to be trained now to see ulterior motives in everything positive. Maybe the current situations make us believe the impossibility of the task. In the process, we are creating our cocoons. We are alienating ourselves. We believe the hatred-filled narrative presented to us on the social and political platforms and Toxic channels.

     

    Some Voices.

    I like the same voices on twitter. @RosheeLc tweet’s, “It’s unfortunate that a creative ad of the Tanishq brand is pulled out just because it is distasteful to a particular section of the society. The basic premise to launch any ad should be to target the heterogeneous audience that endorses its belief system and sees value in it”.

    @Ambimpg says, “This is a wonderful ad. I said so in a media interview. But trolls being trolls.. @TanishqJewelry has withdrawn the ad. Maybe Diwali season is too close for comfort”.

    A voice not held in high esteem by me, Chetan Bhagat tries to take a high stand without evaluating a business decision. He tweets, “As a TATA group company, expected #Tanishq to be fairer and braver. If you have done nothing wrong, if you have shown something beautiful about our country, don’t get bullied. Be Indian.

    Be strong”. A voice @Srimatesh tells Chetan, “Absolutely. And it takes a real spine to own up a goof-up which they promptly did. Kudos #TanishqEkatvam #TanishqJewelry #TanishqAd”

     

    Absolutely. And it takes real spine to own up a goof-up which they promptly did. Kudos #TanishqEkatvam #TanishqJewelry #TanishqAd

    — श्री ಶ್ರೀ ?? (@srimatesh) October 13, 2020

     

    And I am appalled by a voice that I respected now acting silly. Kangana Ranaut tweeted, “As Hindus, we need to be absolutely conscious of what these creative terrorists are injecting into our subconscious, we must scrutinise, debate and evaluate what is the outcome of any perception that is fed to us, this is the only way to save our civilisation #tanishq“. And the tweet was running with thousands of likes!

     

    This advert is wrong on many levels, Hindu bahu is living with the family for significant amount of time but acceptance happens only when she is carrying their heir. So what is she just a set of ovaries?This advert does not only promote love-jihad but also sexism #tanishq

    — Kangana Ranaut (@KanganaTeam) October 13, 2020

     

    Social platforms will make us believe that more people are against the advertisement. It will tell us that the highly polarised voices are getting appreciated. It is definitely a sad state of affairs.

     

    Consultant Vermajee Debates

    Tanishq is a big brand and a Tata company. It must be having decent-sized agencies on its roll. The agencies must be alive to the current situation on the ground. They must know the prevailing sentiments that the minority in the majority and the majority in the minority have against each other.

    In such times, how could the agency be so blind, as to propose such a goody-goody- we-all-are-same-blood-Hindustani inclusive communication. Unless it was a strategic call. Unless the brand expected to be trolled for it. Unless the brand believed, trolling will give them more eyeballs than a typical media investment can. Unless they think, the buying decision of the people who can afford Tansihq will not be impacted by the trolls.

    With such a communication, the client-agency teams would have done scenario building and planned their defence and an honourable escape.

    If the agency failed to advise the client to take an open-eyed conscious decision and have a backlash management plan ready. In that case, they should not hold their position. What was their Consultant doing? Talking of being hyperopia with a myopic skew.

    Dinesh Gopalan a friend and IIM-A batchmate puts it in the right perspective. He says, “love jihad is real. Excessive political correctness is not good. It is good to call a spade a spade. The ad needs to be taken down.”. It is a point-of-view that Vermajee and I may not wholly agree with. We like a true Consultant would add, “if you do this as a part of an open-eyed decision, then be willingly stand up for your right and don’t take the advertisement off”.

     

    The Question Remains.

    Till when will the freedom of expression be denied to the advertising profession. When will we ensure that polarised voices do not pressurise business entities to withdraw their communication? Something so harmless; unless seen with polarised eyes and mind. Till when will the creative expression and storytelling need to be watered to be politically and socially acceptable to every Tom-$@&# and Harry.

     

    Should We Get Back To Storyboard Approval?

    I worked in the only-Doordarshan era. The period when we would submit a storyboard for approval. No one shot without approval. No one knew what could be objected to. Invariably the approved storyboard would come to the rescue if any objections were raised later-on.

    It seems we need a communication approving body with members representing regions, religions, caste and professions which would approve the script. And even that may not be a complete assurance for any objection on a later date but will be better than the state of anarchy we face today. I don’t see it as sarcasm or a retro mindset. What we are doing is retro.

     

    PostScript.

    Someone said- if only Tanishq could have added at the end- Jago Re Jago Hindu Jago re. And it really summed up the picture.

     

     

    Sanjeev Kotnala is a senior business and marketing strategist and educator. He writes on MxMIndia every Wednesday. His views here are personal

     

  • The campaign has been created by Rakesh Hinduja’s yet-to-be-launched outfit

    Kiddopia unveils ‘Learning Ka New Tareeka’ for preschoolers in new campaign

    By A Correspondent

     

    Kiddopia, a learning product for preschoolers, is now being launched in India.

     

    Kiddopia is a COPPA-certified by kidSAFE and has an integrative learning approach with curriculum-linked math, language skills, general knowledge, creativity and roleplaying, and social environmental learning. It engages kids with interesting characters and interactive gameplay while being educative. The campaign has been created by Rakesh Hinduja’s yet-to-be-launched outfit.

     

    Speaking about the campaign, Anshu Dhanuka, Co-Founder, Kiddopia said:  “Kiddopia is a culmination of intense passion to make meaningful content for kids, which will not only delight them but also bring educational value in the lives of young learners for their all-round holistic development. Saurabh, Rakesh and team have brought out our intent to life beautifully. I’m sure parents will resonate with the campaign and be excited to give Kiddopia a try.”

     

    Added Rakesh Hinduja: “For us, the work always comes first. Kiddopia is a great product with a compelling story, and our job was to come in with a robust understanding of the parenting mindset. Parents love tracking and seeing their kids’ progress; it is no longer about that annual report card but about seeing your child grow every day. Our campaign is about everyday pleasant surprises in this parenting journey.”

     

     

  • Havas CX brings together 1200+ specialists in digital transformation, eCommerce, customer experience design and customer acquisition and engagement under one collaborative umbrella brand

    Havas establishes customer experience network

    By A Correspondent

     

    Havas Creative has launched Havas CX – a new, international network dedicated to delivering “meaningful brand experiences” across the entire customer journey. It brings together more than 1200 people from 20 of Havas Creative’s global agency groups and local agencies, plus additional CX specialists from across the Havas network, under a common structure, governance, methodology and mission.

     

    Havas CX will span 18 major Havas offices (called Havas Villages) around the world, with key hubs in Mumbai, London, Paris and New York. It brings together global agency groups including ekino (digital transformation), BETC FullSix (customer experience), Havas helia (customer engagement) and award-winning leaders in their markets including Plastic Havas, Langoor, Boondoggle, Gate One, Think Design, Host/Havas, Project House and Intellignos.

     

    Said Yannick Bolloré, Chairman and CEO Havas Group: “Having pursued an acquisition strategy of cutting-edge agencies in the customer engagement space over recent years, we feel the time is right to unify our agencies under one joined-up, global network brand. In Havas CX, we believe we have the most comprehensive customer engagement proposition the industry has to offer – and it’s one we intend to continue to strengthen by hiring top talent and making further best-in-class acquisitions.”

     

    Added Chris Hirst, Global CEO of Havas Creative: “Today customer experience is the bedrock on which a brand is built – indeed, the majority of a consumer’s experience of any brand won’t be through above-the-line advertising, but their personal interactions with it. As technology advances almost any conceivable purchase is just a couple of clicks away and the opportunities for brands to get it right, or wrong, are manifold. CX is the new battle ground – and the brands that get it right will win, and those that don’t will lose; it’s as simple as that. Now is the right time to be overt in our commitment to the one discipline that today underpins all others by bringing our 1200-plus specialists into a single brand. With our integrated village model and our proprietary consumer insights, the Havas CX Network will significantly extend the power and capability of our offer.”

     

     

  • Taboola launches Creative Shop for ads

    By A Correspondent

     

    Taboola has announced the introduction of The Tabool Creative Shop, a worldwide programme to help brands and media agencies execute and optimise advertising campaigns that run on its network. More than 200 brands and their media agencies across retail, CPG, automotive, financial services, and e-commerce categories have chosen the Creative Shop to significantly boost click through rates (CTR), ad viewability, return on ad spend (ROAS), and more.

     

    Said Adam Singolda, CEO, Taboola: “Testing, leaning and continually improving advertising performance is more important now than ever before. The Taboola Creative Shop is unique because it taps more than 13 years of our expertise in connecting brands with consumers to drive awareness, sales, or any metric that matters most to them. We’ve learned that consumer response to every element of an ad differs significantly over time and across marketing channels. We’re dedicated to helping brands increase their results by utilizing our deep expertise and large historical dataset.”