MxMIndia

Tag: Dentsu Aegis Network

  • The association was designed by CLab, the entertainment and sports marketing arm of Dentsu Aegis Network

    CLab and Dentsu Impact execute campaign for V-Mart Retail

    By A Correspondent

     

    V-Mart Retail has partnered with Dentsu Aegis Network’s Dentsu Impact and CLab, to launch its new campaign introducing actors Ayushmann Khurrana and Bhumi Pednekar as brand ambassadors.

     

    Snehal Shah

    Commenting on the association with the Bollywood couple, Snehal Shah, Senior V.P- Marketing & Operations, V-Mart Retail said: “We are super-excited to associate with young talents like Ayushmann and Bhumi. We are a brand that believes in hard work, understands the requirements & dreams of the country that resides outside the reach of metros. It is these beliefs and values which make both Ayushmann &Bhumi a great fit to represent us as our brand-ambassador. Making their way into the tinsel town through sheer hard work and talent, their stories are what connects and resembles with V-Mart’s DNA and that of the millions enduring through daily struggle and yet daring to dream big.”

     

     

    Deepak Kumar

    The association was designed by CLab, the entertainment and sports marketing arm of Dentsu Aegis Network. Speaking on the association, Deepak Kumar, Vice President, CLab, said: “We are extremely happy to have crafted a successful alignment between the celebrities and V-Mart. Our approach for the brand was based principally on factors of immediacy, quick recognition & response, relevancy and lastly demographic integration and acceptance.”

     

     

    Haresh Nayak

    Added Haresh Nayak, Managing Director, Posterscope India, under whose mentorship CLab has been set up: “We have evolved from the time in which celebrity endorsements were a product of gut feeling and perception to the time which involves intelligent and scientific planning for celebrity-brand matchmaking. With Star Matrix, our proprietary celebrity recommendation tool, our vision is to bring accountability and informed decision making in a discipline which functions on probability and gut feeling of advertisers in getting celebrities/sports personalities to associate with their brands. Our association with V-Mart is a testimony of our pioneering efforts in this discipline.”

     

     

  • MIC 2.0 is a solution that integrates people-based data and intelligence with leading marketing cloud technologies

    DAN’s Merkle Sokrati launches Merkle Innovation Cloud

    By A Correspondent

     

    Merkle, a global data-driven performance marketing agency from the Dentsu Aegis Network, launched in India the Merkle Innovation Cloud (MIC) 2.0 that is powered by Adobe Experience Cloud technology.MIC 2.0 is a solution that integrates people-based data and intelligence with leading marketing cloud technologies to drive personalised customer experiences, notes a communique.

     

    Santosh Gannavarapu

    Commenting on the partnership, Santosh Gannavarapu, Chief Growth Officer at Merkle Sokrati said: “As an Adobe Global Alliance Solution Partner, Merkle enables brands to turn their Adobe Experience Cloud investments into precisely tailored customer experiences.”The agency has sponsored the 2018 Adobe Symposium, taking place in Mumbai on April 26.

     

     

  • This win comes on the back of Carat’s new business wins such as Franchise India Holdings (FIHL) and Fossils group

    British Council appoints Carat to handle their media mandate

     

     

    It perhaps helps that Dentsu Aegis Network-owned Carat is headquartered in London and understands the Brit ethos better than many other media agencies.The British Council has roped in Carat India to handle its media duties in the country. Commenting on the partnership, Nirupa Fernandes – Director Marketing, British Council India said: “We are very pleased to associate with Carat in India following a close association with Carat in UK. 2018 marks 70 years of the British Council in India and we have been inspired by India every day of the last 70 years.  This year, we want to share the stories of the great things we’ve done together, make new connections and new stories, and inspire millions of young people to develop relationship and connections for the next 70 years. We are excited that working with Carat and the extended Dentsu Aegis Network will help us position our brand effectively across all channels.”

     

    Speaking about the win, Rajni Menon, CEO, Carat India added: “It really feels great having British Council on board. British Council has been a part of many Indians’ lives through some form of their services starting from improving English skills, courses for teachers, preparing for IELTS exams, helping students to study abroad, etc. With Dentsu Aegis Network’s integrated approach and capabilities of delivering end to end solutions, we are confident of enabling a strong connect with the young and dynamic audiences across platforms.”

     

     

  • The account was won following a direct pitch and will be handled out of the agency’s Delhi office

    Snapdeal assigns affiliate marketing duties to Columbus India

    By A Correspondent

     

    Columbus India, the digital agency from Dentsu Aegis Network, has been appointed as the affiliate marketing agency for Snapdeal. The account was won following a direct pitch and will be handled out of the agency’s Delhi office.

     

    As per the mandate, Columbus India will manage Snapdeal’s affiliate marketing programme which includes managing publishers globally. The agency will assign over 10 digital experts across offices in Delhi, Mumbai and Bangalore and will support Snapdeal in growing its affiliate programme.

     

    Said Anurag Gupta, CEO, Columbus India: “We look forward to this new engagement with Snapdeal and are putting all efforts to make this a success. With our performance marketing capabilities around e-commerce, we are confident of being able to help Snapdeal further strengthen its brand & business by increasing site visits, engagement and conversions.”

     

     

    Added Nitin Sabharwal, CBO, Columbus India: “For ecommerce companies, leveraging the affiliate channel is one of the most cost effective channels to achieve one-to-one performance marketing at scale. We are deploying the best in class solutions for Snapdeal to achieve their goals.

     

     

  • Carat will manage the media planning and buying for all the investments

    Franchise India Holdings appoints Carat India to handle their media mandate

    By A Correspondent

     

    Gaurav Marya

    Franchise India Holdings (FIHL) has roped in Carat India as its media agency. Carat won the mandate following a multi-agency pitch and will now handle the account from its Gurgaon office.Commenting on the partnership, Gaurav Marya, Chairman, Franchise India said, “To us, Carat came across as an agency that focuses on finding communication solutions keeping the business challenges at the centre. We are delighted with this partnership and wish Carat all the best as we embark on an exciting journey together.”

     

    Rajni Menon

    Speaking about the win, Rajni Menon – CEO, Carat India added: “We look forward to working with Franchise India in taking their business to gain strong hold on the relevant audience. With Dentsu Aegis Network’s integrated approach and capabilities of delivering end to end solutions, we are confident of enabling a strong connect with the digital consumers of India.”

     

     

  • The digital ad industry is estimated to grow with a CAGR of 32% by 2020, notes a Dentsu Aegis-exchange4media report

    Digital will be 24% of advertising ind by 2020

     

    By A Correspondent

     

    The digital ad industry is estimated to grow with a CAGR of 32% by 2020, notes a Dentsu Aegis Network-Exchange4media report. Yes, please do note that we have named Exchange4media in this report despite the fact that it is another player in our space. For, it’s important that it be given credit when it’s due. Also, unlike last year, when e4m disallowed hosts Dentsu Aegis Network (DAN) to invite other media, this year, DAN did invite us. Also, we don’t consider exchange4media as competition. And even if it were to be one, we think it’s important that a non-legacy media player thinks progressively.

     

    Point made, now let’s move to the highlights:

    :: The Indian ad Industry is estimated to grow with a CAGR of 11% till 2020.

    :: Ad spends have seen double digit growth rates in e-commerce, BFSI, Automotive and Telecom.

    :: Digital Ad industry is estimated to grow with a CAGR of 32% by 2020.

    :: Advertisers are now adopting Digital media as a branding medium, not merely a performance medium.

    :: It currently contributes 15% to the total advertising Industry in India and this is expected to reach 24% of the entire market by 2020.

    :: E-commerce followed by telecom and BFSI spend the highest proportion of ad budget on digital media.

    :: Spends on Digital Video is expected to see the highest growth rate followed by Display and Social Media.

    :: OTT and an engaging mobile experience will drive the growth of the Digital Industry.

     

    And here’s more sector-wise:

    1. Automotive:

    a. Automotive sector has had one of this highest growth in Ad spends.

    b. They still spend a large majority of their ad budget on Traditional media

    c. Within digital, they distribute their budget across all ad formats.

     

    2. E-commerce:

    a. Growth in ad spends for E-Commerce has been the highest.

    b. They spend the highest proportion of their marketing budget on Digital media.

    c. They spend mostly on search and social media.

     

    3. Technology: This is a very broad term in terms of industry segments. Including the insights for Telecom.

     

    4. Telecom:

    a. Telecom sector has seen one of the highest growth in ad spends.

    b. This segment spends a high amount of their marketing budget on Digital media.

    c. They spend their digital media budget mostly on social media and video.

     

    5. BFSI:

    a. The growth in ad spends for BFSI has been one of the highest, next only to E-Commerce.

    b. This segment spends a high amount of their marketing budget on Digital media.

    c. Their digital media budget is spent mostly on search and display.

     

    DAN Report Design

  • … And the advertising market in India is forecast to grow by a further 12.5 per cent in 2019

    Dentsu Aegis forecasts 12.5% adspend growth for 2018

     

    By A Correspondent

     

    Dentsu Aegis Network’s latest Ad Spend Forecasts, based on data received from 59 markets, puts global growth at 3.6 per cent in 2018, up from 3.1 per cent in 2017. And the estimated growth for India for 2018 is 12.5%.

    Events will play an important role in 2018, Winter Olympics, Commonwealth Games, Asian games and state elections are all expected to stimulate ad spend growth. However, a slowing of growth in markets like Australia and China can be attributed to multiple contributing factors such as a naturally maturing market, ad fraud and data accuracy issues on top of a general economic slowdown.

    Speaking on the Indian context, Kartik Iyer, President Media Brands and Amplifi – Dentsu Aegis Network India, said: “India is forecast to grow by 12.5 per cent in 2018, up from 9.6 per cent in 2017, reflecting its solid economic growth trajectory. Digital media spend is forecast to increase by 30 per cent in 2018 with 43.6 per cent growth in mobile spend, which will account for 47 per cent of total digital spend in 2018. The advertising market in India is forecast to grow by a further 12.5 per cent in 2019. 2018 is expected to be a growth year considering the stabilisation post GST. Another driver of growth would be the fiscal policies of the government which are expected to be pro spending and supporting the middle income groups. In India, the significant improvement in availability of high-speed networks at a lower cost is making a huge impact in the efficiency metrics of digital media. This will continue and therefore will support the faster growth of Digital advertising. As marketers, we need to be prepared to harness this change and maximise engagement with our customer and thereby deliver higher returns for our brands. As an agency group, DAN has overinvested in this area and today has the largest, most experienced group of companies which are harnessing this rapidly changing area.”

    Trends include:

    • Digital media channels will continue to power ad spend growth, growing globally by 12.6 per cent in 2018, versus 15 per cent in 2017, to reach US$220.3 billion
    • Mobile will go from strength to strength, reaching US$121.1 billion having overtaken desktop as a share of total digital spend in 2017. Desktop will continue to lose global share (-1.5 per cent since 2016), versus mobile’s gains (8.2 per cent since 2016)
    • Digital overtakes TV, by a margin now exceeding previous forecasts. Digital ad spend will account for 38.3 per cent share of total ad spend and TV 35.5 per cent
    • Paid search accounts for the lion’s share (40 per cent) of digital ad spend, with voice-activated devices helping to power its growth. Amazon’s Alexa app was the top app for Android and iPhone on Christmas Day 2017, with the company claiming its devices enjoyed the best holiday season yet
    • Video (24.5 per cent) and social (23.5 per cent) will also drive growth within digital ad spend, powered by smartphone take-up and mobile-video in particular

     

    Commenting on the latest forecasts, Jerry Buhlmann, CEO of Dentsu Aegis Network, said: “The latest ad spend forecasts show a market in transformation, but not recession. The challenge for brands is to navigate an uneven economic outlook alongside a rapidly evolving tech & innovation landscape. In many markets, disruptive innovation – from mobile, voice activation and new ad tech players – is still providing new sources of growth and we forecast this trend will continue into 2018.”

     

    “Succeeding in this environment requires global consistency through appropriate platforms and systems, while also the flexibility and agility to work with a wider ecosystem of tech-enabled solutions. It demands a relentless focus on understanding the consumer, using data to reach real people, driving relevance, addressability and business growth.”

     

    Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, added: “Asia Pacific continues to lead the growth in digital ad spend. With the region’s fast adoption of technology and innovation, there will be a substantial shift towards mobile and smart devices. As a result, mobile online video ads will be the main drivers of growth within digital ad spend across the region.”

     

    “Data continues to be central to our business in Asia Pacific and with better understanding of new technologies, structures and models for business growth, agencies must help brands move from being disrupted to disruptor.”

     

     

    JAN 2018 Ad Spend

  • The league goes live in this season from Dec23 till Jan 14, 2018

    Columbus wins digital duties for baddie league PBL

    By A Correspondent

     

    Columbus India, the digital agency from Dentsu Aegis Network, has won the digital media mandate for Premier Badminton League (PBL). The league goes live in this season from tomorrow, December 23 2017 till January 24, 2018.

     

    Speaking on the association, Prasad Mangipudi, Founder, Sportzlive said: “This relationship will help Sportzlive and PBL to get media engagement services from Columbus’ unique ‘Media Engagement Framework’, enabling the event to reach millions of digital audiences in India & abroad”.

     

    Added Nitin Sabharwal, CBO, Columbus India: “We look forward to this chapter of PBL with great enthusiasm and have deployed a dedicated team for media measurement & data driven media buying. Our audience engagement framework will ensure that PBL gets to reach maximum badminton and sports enthusiasts across the globe.”

     

     

  • Ashish Bhasin, Vice President of Advertising Agencies Association of India (AAAI)to chair the apex media and entertainment industry event while Ajay Kakar to head the Awards Governing Council

    Goafest 2018 on April 5-7

    By A Correspondent

     

    The Advertising Agencies Association of India and The Advertising Club have announced the dates for the 2018 edition of Goafest. It is scheduled for April 5 to 7 to be held in Goa.

     

    The event will be helmed by Ashish Bhasin, Chairman & CEO South Asia Dentsu Aegis Network and Vice President of Advertising Agencies Association of India (AAAI), who has been elected as the Chairman of Goafest 2018. Ajay Kakar, CMO Aditya Birla Capital and Vice President of The Advertising Club will be Chairman of the Awards Governing Council.

     

    Speaking about the focus of the 2018 edition of Goafest, Vikram Sakhuja: President, The Advertising Club said: Goafest is a landmark event that is marked in every brand and media professional’s calendar. The festival is the definitive platform for industry to engage, network and celebrate the pioneering creative work done through the year. At Goafest 2018 we will continue to up the ante on lifting the standard of creative brilliance. Watch this space.”

     

    Speaking on Bhasin’s appointment as Chairman of Goafest 2018, Nakul Chopra President AAAI said: “Ashish is an industry veteran with indepth understanding of the global media and entertainment industry dynamic. He played a decisive role in ensuring that Goafest 2017 was a grand affair that saw many pioneering initiatives. Goafest 2017 under his aegis is sure so see many more interesting and groundbreaking initiatives that will further up the bar on engagement.”

     

    Added Bhasin who had also chaired the organising committee at Goafest 2017: “Goafest has been at the center of celebrating transformational brand stories and fostering the media and entertainment industry’s growth agenda.  Our endeavour continues to be create a festival experience that is inclusive, inspiring and delivers an immersive ideas exchange platform to all festival goers.  Goafest, 2018 is sure to provide learning enrichment and facilitate synergies, thereby providing significant value to all festival goers.”

     

    And this is what Ajay Kakar, Chair of the all-important Awards Governing Council said: “The Abbys have,historically, been both aspirational and inspirational beacons for the advertising, media and marketing industries. This year we intend to bring about exciting changes that will remind people why they have always loved the Abbys. And also remind them why the Abbys have always been regarded and recognised as the gold standard in creativity.”

     

    Other members of the Awards Governing Council include:

    • VikramSakhuja: President, The Advertising Club & Group CEO – Madison Media & OOH – ‎Madison World
    • Nakul Chopra; President AAAI and Senior Advisor, Publicis Communications
    • Ashish Bhasin: Chairman & CEO South Asia Dentsu Aegis Network – ‎Aegis Group plc
    • CVL Srinivas, Country Head – India, WPP & CEO, GroupM South Asia
    • M G Parameswaran: Founder, Brand-Building.com
    • PunithaArumugam: Entrepreneur and Digital Evangelist
    • Ramesh Narayan: Founder – ‎Canco Advertising Pvt. Ltd.
    • Partha Sinha: Vice Chairman and Managing Director, McCann Worldgroup
    • Shashi Sinha: CEO, IPG MediabrandsIndia.
    • Nagesh Alai: Founder, Independent Business Advisory

     

     

  • We kick off our yearend series with veteran adperson & MxM columnist Indrani Sen reflecting on adspends

    LookBack 2017: Struggling & Taxing year for A&M

     

    We kick off our ‘LookBack 2017’ series with veteran adperson and MxM columnist Indrani Sen reflecting on the all-important AdEx barometer

     

    By Indrani Sen

     

    During December, 2017 we have seen quite a few industry reviews about estimated adverting expenditure for 2017, a struggling and taxing year for the Media & Advertising Industry in India. On December11, 2017 we learnt that AdEx for the year 2017 will probably be less than industry expectation, but industry is hopeful that AdEx will revive next year.

     

    The industry was on a roller coaster ride of growth from 2013 to 2015 when the annual growth rate of advertising expenditure went up from 11.3% growth in 2013 to 16.5% in 2014 to 17.6% in 2015 (Pitch Madison Reports). The sudden assault of demonetisation drove the growth rate down to 12.5% in 2016, but as predicted by the Pitch Madison Report in February 2017, industry was expecting an increase in growth rate to 13.5% in 2017. However, the early estimate of AdEx indicates that the growth rate will drop by at least 1% to 12.5%, or perhaps more. Recovery from the effects of demonetisation has taken longer time than expected by the industry analysts; on top of that the GST imposed from April 2017, created enough confusion in the market place and arrested the growth of advertising expenditure. It is now expected that the growth rate will be 11/5% or less.

     

    The entire retail and distribution system of FMCG sector in India use to run largely on the system of cash transactions. Demonetisation imposed in November 2016 created total disruption in that system which was carried forward to 2017. Subsequently, the introduction of  GST added more confusion. From the manufacturing companies to the distributors to the retailers to the small kirana shops, all of them and their tax consultants /accountants are still trying to understand the implications of the new tax system. During 2017, the consumers recovered from the effects of the cash crunch induced by the demonetisation, but the choking of the distribution system has led to decline in sales affecting the advertising expenditure.

     

    It is not only the distribution system of the FMCG sector which has been affected. Distribution of other manufacturing sectors and agricultural goods are also riding the same rolling boat in troubled water. There used to be a lot of cash transactions in agricultural sector which is still exempted from income tax. The entire sector is trying to come to terms with making payments through banks (not to mention the digital transactions preferred by the government) and the new tax regime of GST.

     

    Recently on December 4, 2017, Zenith predicted the market value of AdEx as INR 53,918 crore. Zenith report was first published in June 2017 and revised in December, 2017. It was followed by another report by Magna, the centralised IPG Mediabrands resourceon December 11, 2017 with a prediction that ad expenditure in 2017 will be INR 60,972 crore. The DAN (Dentsu Aegis Network) report published in afaqs in June, 2017 predicted a 13.5% growth for the year, same as the Pitch Madison predicted rate. Earlier in February, 2017 the reports by GroupM and Pitch Madison were published with prediction of varying projections.

     

    While, the industry agrees that 2017 saw a decline in growth rate of advertising expenditure from 2016, the estimates for the growth rate and industry size vary from one source to the other as indicated in the following table.

    Estimated Advertising Expenditure     (INR Crore)
    Medium 2017

    Feb 2017

    		 2017

    Feb 2017

    		 2017

     Dec 2017

    		 2017

    Dec 2017
    PMAO TYNY ZENITH MAGNA
    TV 21296 27378 19869 24607
    Print 19869 18258 23982 20613
    Digital 9144 9490   6274 10227
    Radio 2008 2464    2122   2114
    Outdoor 3234 2942    2178   3411
    Cinema 601 672       393 N.A.
    Total 56152 61204    53918 60972
    Growth Rate % 13.5 10.0 11.0 11.1

     

    GroupM and Magna have estimated Indian advertising expenditure in 2017 as around INR 60,000 crore, while the estimates by Zenith and Pitch Madison hovers between INR 54,000 crore to 56,000 crore. While Madison predicted a growth of 13.5%, the other three agencies predicted growth of 10% to 11% in 2017 over 2016.  It is acceptable that estimates made by different agencies will vary to some extent. It would be a more comfortable situation for all of us if the ranking of ad expenditure on different medium remain in the same order. Currently, there is a difference of opinion on which medium has the highest share in the Indian advertising pie.

     

    As per an earlier Pitch Madison forecast, the industry was also expecting the AdEx to cross comfortably the mark of 50,000 crore in 2016, which fell short by few crores. In 2017, that mark will definitely be crossed, but without any fanfare as the overall moodin Media and Advertising industry is depressing. 2017 will go down in the history of Indian Advertising as an extended aftermath of demonetisation, which coupled with the woes of GST, slowed down the growth. Let us hope that in 2018, the industry will come to terms with GST, the distribution system will recover, the overall market situation will improve and growth rate of AdEx will rise.

     

     

  • The relationship will be managed by Dentsu Webchutney's Mumbai office

    Dentsu Webchutney bags creative mandate for Goomo

     

     

    Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has been assigned as the lead creative agency for Goomo.com, an omni-channel, travel-tech company that operates across consumer, corporate and B2B segments. The relationship will be managed by Dentsu Webchutney’s Mumbai office.

     

    While Denstu Webchutney’s mandate as the lead agency will include both online and offline campaigns, it will also involve building the brand’s positioning and awareness. The agency will work closely with Goomo’s branding and marketing team to launch the brand in India.

     

    Commenting on the association, Gaurav Khurana, CMO, Goomo says, “Goomo is a young and an aggressive challenger brand in this hyper competitive market. For us it was imperative to find a partner who not only understood us as a brand, but also shared the same vigour as us.”

     

    Nishi Kant

    Added Nishi Kant, EVP & Branch Head, Dentsu Webchutney: “It’s an absolute privilege to have won the creative & branding mandate for Goomo. What excites us the most is that we have the opportunity to co-create the identity and positioning of the brand that resides in a particularly challenging category. It’s going to be a thrill-a-minute but we wouldn’t have it any other way. Both sides share a great rapport and we’re looking to partner together every step of the way as we prepare to change and challenge the norms of the category.”

     

     

  • …notes a WatConsult report on consumer perception and effectiveness of mobile advertising

    Mobile ads more useful, less engaging…

     

    By A Correspondent

     

    Dentsu Aegis Network’s digital and social media agency WatConsult has launched a report on consumer perception and effectiveness of mobile advertising effectiveness of mobile advertising.

     

    The report highlights various aspects of mobile advertising like perception towards mobile ads, preferred ad format by end users, consumer preferences and concerns along with the effectiveness formula which works in mobile advertising.

     

    Here are key findings of the report based on a study of 1500 individuals:

    • Mobile ads are perceived to be more useful but less engaging versus desktop ads which are perceived to be more engaging
    • Smartphones screens are the most viewed devices for mobile ads, with 75% of the respondents using smartphone, followed by 42% who use laptops
    • 4G is the most used data connection followed by 3G and WiFi
    • Mobile devices are maximum used for accessing social networks and e-mails, followed by usage of wallets, watching videos or shows and online shopping
    • 48% of the respondents prefer social media ads, followed by video ads, e-mail ads and search ads when it comes to mobile ad formats
    • Ad categories such as clothing & footwear, electronic products, books, movies/music/games are highly ‘clicked and purchased’; whereas, jewellery, pharmaceutical products and insurance products ads do not get clicked much

     

    Overall, the report deduces that majority of the respondents found mobile ads to be intrusive and irrelevant and they feared breach of privacy, notes a communique.

     

    Speaking on the same, Rajiv Dingra, Founder and CEO, WATConsult said: “India is going through a phase of rapid explosion in web content and internet technology and people are beginning to acknowledge the convenience internet provides today. After the roll-out of 4G, the usage has only increased at a dizzying pace. With ad spends on mobile expected to grow at a rate of 59% CAGR by 2020, our research is an attempt to put forward the consumer’s point of view about mobile ads, thus helping marketers plan better campaigns.”

     

    A report on the basis of the findings shared with Mint can be found at: http://www.livemint.com/Consumer/R1rEOcAdvpZ02ugBOBKapN/Mobile-ad-spending-set-to-touch-Rs13325-crore-by-2020-says.html . The summary of the priced report can be viewed on – http://recogn.in/watinsights.php