MxMIndia

Tag: CMO

  • Zero and first-party data is by far the most important priority for 2022, notes the EY-FICCI 2022 report for M&E

    2022 Priorities for CMOs

     

     

    By Our Staff

     

    In the EY-FICCI report for 2022 which was released with much fanfare on Monday, we found an interesting two-pager on the Priorities for Chief Marketing Officers for the year 2022. The entire EY-FICCI 2022 M&E report is available at https://assets.ey.com/content/dam/ey-sites/ey-com/en_in/topics/media-and-entertainment/2022/ey-ficci-m-and-e-report-tuning-into-consumer.pdf and the content below is on Pages 251 and 252

     

    Zero and first-party data is by far the most important priority for 2022

     

     

    • Most Important amongst marketer priorities for 2022 was creating zero and I irst-party data to enable efficient targeting of consumers, particularly given the challenges posed by cookie-less advertising and data privacy regulations

    :: Suggestion 1: Create a fair value exchange for your consumers

    :: Suggestion 2: Step up interactivity and gamification

     

    • Social Commerce has become an effective way to reduce the time between discovery and conversion and marketers need to understand its nuances and implement social sales channels for their brands at scale

    :: Suggestion 1: Create automatic bot check-outs

    :: Suggestion 2: Maximise role of influencers, tracking their Rol

     

    • Interestingly, many respondents identified effective content (and its ability to build reach and engagement) as a key priority for 2021

    :: Suggestion 1: Make content purposeful and personalised, based not on what people are searching for, but why

    :: Suggestion 2: Challenge yourself to think about the way stories are being presented [voice, video, visual via mobile and social], while keeping the art of storytelling alive [the heart of the message]

     

    Inability to measure ROI continues to be most severe challenge for marketers

     

    • Despite the overload of data generated by digital media, respondents identified measurement of marketing Rol as their number one challenge for 2022

    :: Suggestion 1: Build SMART (specific, measurable, achievable, relevant, time-bound) objectives to justify investments in full-funnel marketing, linked to clear KPls and use evolved attribution models

    :: Suggestion 2: Designate independent, objective owners of the Rol tracking technologies and processes

     

    • The lack of a common metric across TV and digital campaigns has most markets evaluating their campaign performances separately, and this led to concerns on the genuine incremental reach provided by digital to TV campaigns:

    :: Suggestion 1: Invest in modeling that provides directional guidance on investment strategies

    :: Suggestion 2: Build ways to collect deterministic data sets (actual households or individuals associated with an ad exposure) as a reliable way to control frequency

     

    Over 70% of respondents had ad fraud management in their top 3 challenges for 2022; yet the problem of linking adfraud and brand safety to wastage is seen as least severe amongst marketer problems. In there, lies an opportunity that must be addressed by the industry at large

    :: Suggestion 1: Continuously detect and protect against fraudulent traffic; boosting standards of measuring digital effectiveness

    :: Suggestion 2: Certify platforms that can demonstrate a proven ability to prevent fraud

  • Technology brand Honor, has announced the launch of ‘Honor Rap Battle’ campaign

    Honor India releases rap campaign for Honor 9X

    By A Correspondent

     

    Technology brand Honor has announced the launch of ‘Honor Rap Battle’ campaign. The campaign, conceived by the creative agency Mullen Lintas, highlights key features of the Honor 9X in rap style.

    https://www.facebook.com/HiHonorIndia/videos/454287851931787/

    Said Winston Lee, CMO, Honor India: “Rap, as a creative form of expression, connects strongly with the young generation. Using rap to highlight the various extraordinary features of our latest Honor 9X, furthers our philosophy of building a strong resonance with our consumers and offering them what they truly deserve, when it comes to technology. For the consumers who are #UpForXtra, Honor 9X gives you 16mp pop-up selfie camera, 48+8+2mp AI triple camera set up, full view display, 4000mAh battery and 128gb storage, along with powerful Kirin 710F chipset and GPU Turbo 3.0 technology, available at a competitive price.”

     

    Added Syed Amjad Ali, President, Mullen Lintas: “Honor X series has a legacy of disrupting the market through innovation and technology that gives its users far more value. Its ambition of democratizing technology brings yet another innovation – Honor 9X. This was aimed to be a ‘Digital Only’ launch, targeting totally younger people. We at Mullen, instead of trying a formulaic big bang style, discovered a completely new challenger approach. We introduced the ‘Rap Style’ videos for the first time in the mobile category ever. Rap as a medium brings forth the voice of the youth, questioning the established order at the same time. These videos were able to dial up the ‘extraordinariness’ and the unique features, making other phones look very ordinary.”

     

     

  • He will help build and scale the marketing teams for both Smartech and Pepipost

    Netcore appoints Diptarup Chakraborti as Group CMO

    By A Correspondent

     

    Diptarup Chakraborti

    Netcore Solutions has announced the appointment of Diptarup Chakraborti as its Group Chief Marketing Officer (CMO). At Netcore, he will lead the overall marketing function. He will help build and scale the marketing teams for both Smartech (personalisation and multi-channel marketing automation platform) and Pepipost (API-based email delivery platform).

     

    Speaking on the appointment, Kalpit Jain, Group Chief Executive Officer at Netcore said: “Diptarup brings with him a wealth of experience as a tech marketing leader and we couldn’t be happier to have him join our ranks. As our CMO, he will play a critical role as we look to reinforce our market dominance as a full-stack martech solution, across both domestic and international markets.”

     

    Diptarup was most recently at Zycus Technology, where he headed its global marketing function over the past five years. Prior to this, he has served in leadership positions at companies such as IBM, Gartner, Capgemini, and Mastek.

     

    On his appointment as CMO, Chakraborti added: “Netcore has been a pioneer in the marketing automation space. In this increasingly competitive space, I look forward to driving Netcore’s global growth strategy as we enable leading brands deliver differentiated customer experiences at scale.”

  • This is a newly created role and is part of the Lowe Lintas and Partners management team.

    Lowe Lintas appoints Vikas Mehta as CMO

    By A Correspondent

     

    Lowe Lintas and Partners has appointed Vikas Mehta as Chief Marketing Officer. This is a newly created role and is part of the Lowe Lintas and Partners management team. Mr Mehta joined the agency in May 2013 and will report to Joseph George, CEO Lowe Lintas and Partners.

     

    Mr Mehta’s appointment follows his success as the Regional Growth Officer, Lowe Asia Pacific, where he helped take Lowe among the top 10 agency networks in Asia leading new business and strategic growth initiatives.

     

    In this key leadership role, he will play a pivotal role on driving group strategy for organic and inorganic growth, strengthening Lowe’s brand equity in the market place among marketers and practitioners and building the company’s innovation funnel of new offerings. Additionally, the role includes working with prospective clients by aggregating group offerings.

     

    Mr George commented, “Our growth ambition needs to be pursued in conjunction with further enhancing the thought leadership and agency reputation in the market. It is towards delivering on this objective that Vikas joins us.”

     

    Speaking on his appointment Mr Mehta said, “The business of advertising agencies is going through a transformation and we believe it will be a significantly different ball game soon. The mandate is to help our business capitalize on these changes. The purpose behind creating the marketing function at Lowe is to drive our corporate strategy at a group level.”

     

    Speaking on the challenges that come with this role Vikas believes, “The hardest bit is to try and explain what a CMO is doing in an ad agency. It’s a phenomenon I call ‘too many services and too few solutions’. Every discipline in the marketing spectrum today is being sold as a specialist vertical. As a result, a typical client has a specialist partner each for advertising, digital, search, social, CRM, PR, activation and so on. The biggest challenge is to create a solution that drives medium-agnostic brand strategy, and goes on to build a brand-narrative that straddles all areas of consumer engagement.”

     

    An alumnus of Narsee Monjee Institute of Management Studies (NMIMS) Mumbai, Mr Mehta brings with him experience across international markets. Prior to his stint in Singapore, he was Managing Director of Lowe Vietnam, heading the agency’s country operations. Before joining the Lowe network in 2006, he worked with advertising agencies such as Publicis and Leo Burnett.

     

    Over the years, he has handled brand portfolios for companies such as Unilever, Nestle, Johnson & Johnson, Vinamilk, Total Lubricants, Pernod Ricard, Vietnamobile, Intel, Cathay-Pacific, P&G, Beiersdorf, Raymond, Coca-Cola, Heinz, Diageo and Indian Oil.

     

  • Parag Milk Foods Pvt Ltd, manufacturer of leading brands Go and Gowardhan, has appointed Mahesh Israni, a 25-year marketing veteran, as Chief Marketing Officer

    Mahesh Israni, the ‘Go’-to guy at Parag Milk Foods

    By A Correspondent

     

    Parag Milk Foods (Pvt.) Ltd, one of the largest private dairy player and manufacturer of leading brands Go (cheese, Yoghurt etc) and Gowardhan (Milk, Ghee, Paneer etc) has announced the appointment of Mahesh Israni as Chief Marketing Officer.

     

    Mr Israni, who has over 25 years’ experience in sales and customer marketing in FMCG, will lead Gowarhan and Go’s global Sales and Marketing functions including marketing strategy, brand development, marketing communications, S&D and RTM Strategy

     

    Devendra Shah, Chairman, Parag Milk Foods Pvt Ltd said, “Mahesh is a vital addition to our leadership team and is a proven communicator and evangelist for rural marketing. This is a strategic appointment for Parag Milk Foods Pvt Ltd and signals the next phase in our evolution as a global business. It’s a pleasure to have such an experienced professional in place and leading this critical part of our business.”

     

    Prior to joining Parag Milk Foods Pvt Ltd, Mr Israni was Chief Rurban with Pidilite Industries Ltd, responsible for building up the business structure and creation of RTM strategy. Prior to Pidilite, he has worked with Hindustan Unilever Ltd in various roles in sales and customer marketing where his last assignment was as regional sales manager for Pureit business in the West.