MxMIndia

Tag: Hema Malik

  • Interesting findings in inaugural Media Responsibility Index launched by IPG Mediabrands

    So how ‘responsible’ is Indian media?

     

     

    By Our Staff

     

    • Broadcast and digital platforms excel in safety: Both broadcast and digital platforms exhibit consistency in safety with robust processes aligned with industry ethics and standards.

    • Broadcasters face sustainability gap:Foundational sustainability efforts are needed from broadcast platforms through measuring emissions, ESG frameworks and making public commitments on Net Zero goals. Digital is a mixed bag, some platforms have plans to improve energy efficiency and mitigate greenwashing.

    • Inclusivity metrics highlight opportunity for growth: DE&I efforts need to be stepped up in broadcast and digital. Significant opportunity exists in enhanced measurement and statistical validation.

    • Digital platforms urged to prioritise data ethics:Digital platforms are encouraged to bolster efforts in data ethics, in alignment with the Digital Personal Data Protection regulation.

     

    The above are key findings on the Indian media landscape in the inaugural Media Responsibility Index (MRI) study conducted by IPG Mediabrands, the media holding company within Interpublic Group. Collaboratively compiled by IPG Mediabrands and its intelligence arm, Magna, the index aims to “elevate awareness and set a higher industry standard for safety in advertising for both brands and consumers”. It serves, notes a communique, as a guiding resource for marketers, allowing them to prioritize brand and consumer safety in their investment decisions across diverse media platforms.

     

    Said Hema Malik, Chief Investment Officer, IPG Mediabrands India: “The MRI India is a testament to our commitment to responsible media practices in India. Our MRI report propels responsible media practices to the forefront of India’s media landscape, providing brands and marketers with essential tools to navigate the media terrain conscientiously. It reaffirms our dedication to ethical advertising, safety, and shared responsibility in media. While we take pride in Indian media companies leading in Safety and corporate responsibility, the MRI also underscores the imperative for Digital Platforms to elevate their efforts in Data Ethics. It highlights that while Indian media excels in several areas, there’s room to advance Sustainability and Diversity, Equity, and Inclusion, further progressing responsible media practices in our country.”

     

    The MRI India evaluates media platforms across four crucial Environmental, Social, and Governance (ESG) aligned priorities: Safety, Inclusivity, Sustainability, and Data Ethics. This comprehensive approach equips brands to make discerning investment decisions, with consideration for brand and consumer safety in media strategies. The survey encompasses an extensive questionnaire containing over 200 questions, covering key principles such as promote respect, children’s wellbeing, misinformation, and data collection & use, providing a deep-dive analysis of each platform’s performance within these domains.

     

    The response from media platforms is a weighted index of all 10 principles across 4 priorities: Safety, Inclusivity, Sustainability and Data Ethics. The index reflects the platforms’ position in the priority areas. Broadcast platforms surveyed cover close to 70% of Television Adex in India.

     

    Added Harrison Boys, Director, Standards & Investment Product, IPG Mediabrands APAC: “MRI India heralds a new era in media responsibility. It underscores the importance of putting safety, inclusivity, sustainability, and data ethics at the forefront of media strategies. Notably, the MRI showcases how Indian broadcasters excel in Safety, setting industry benchmarks. Furthermore, India’s substantial commitment to CSR projects mandated by the CSR Law aligns perfectly with the UN Sustainable Development Goals, demonstrating a unique opportunity for responsible media practices on a global scale. It is noted, however, that there is a significant opportunity in Sustainability, as well as ensuring Data Ethics practices are class leading in recognition of the regulation.”

     

  • Both will be based out of Delhi NCR

    Aditi Mishra to be CEO, Lodestar UM. Hema Malik is CIO, Mediabrands

    By Our Staff

     

    Mediabrands announces two top leadership appointments. Aditi Mishra has become the new CEO of Lodestar UM and Hema Malik has been elevated to the new position of Chief Investment Officer, Mediabrands India. Both Mishra and Malik will now be part of the Mediabrands India Leadership Team and based out of Delhi NCR. Mishra takes over from Nandini Dias who has announced her moving on and will be in the organisation till around mid-April.

     

    Said Shashi Sinha, CEO, Mediabrands India: “I am a firm believer of leadership from inside; success with and around people for winning together. Both Aditi and Hema have been with the organisation for over two decades and have done us proud in their multiple roles over the years. Nothing makes me prouder than to see our own people grow. I am thrilled and view these appointments as a giant leap forward. I am confident that both Aditi and Hema will embrace their new roles successfully and champion good growth.”

     

    On her appointment, Mishra said: “I am excited and honoured to be taking on the role of CEO of Lodestar UM. As I think about what is next for us in the challenging environment of today, I am energized by the vision of building an agency resilient and agile to partner with clients and the community for the future. A team that will not just ride the waves of digital transformation but fosters media as a growth driver for business. I recognise that I have big shoes to fill and with the support of the incredible teams across Mediabrands India, I look forward to stewarding this journey for Lodestar UM.”

     

    Added Malik: “We at Mediabrands India have always ensured that all our clients get full advantage of the opportunities in the marketplace. With the setting up of Mediabrands Investments, we are not only strengthening our obsession for performance and accountability but are equally energized to explore transformative partnerships and set new trading norms beyond the obvious. I am honored and excited to be the first CIO of Mediabrands India. So much to look forward to as we build the new.”

     

     

  • India is the fastest growing amongst Top 20 ad markets globally, notes the mid-year report from IPG Mediabrands

    Achche Din for Adspends, says Magna. To grow 12.5% in 2018

     

    By A Correspondent

     

    Magna appears bullish on adspends in India. The forecast made in December 2017 said the growth in 2018 would be +12.1%. Now, the mid-year or Spring 2018 update says that the growth will be +12.5%. The year 2017 was a roller-coaster ride because of two radical economic initiatives – currency exchange and the rollout of the Goods and Services Tax, notes the report from Magna. “Both were aimed at modernising the economy and the tax system but created short-term disruption. However there is now consensus building on the recovery from these temporary disruptions and IMF forecasting the growth to rebound in 2018 to 7.4% and 7.8% in 2019 (6.7% in 2017) is a positive sign for the market. India remains the fastest-growing market among large developing countries in Asia. Meanwhile consumer price inflation will accelerate, from +3.6% in 2017 to +5% in 2018 and 2019.”

     

    On the back of a good monsoon, the higher minimum support price for crops has increased the farm income and thereby boosting consumption in rural markets, the report notes, adding: Consumers will also benefit from the lower tax incidence post GST. This rationalizes FMCG, Retail and Automobile categories investments in these markets. Government push for finance banks in small towns and infrastructure spending will aid durable category to increase penetration. Digital infrastructure is helping e-commerce expansion to smaller markets and making it easy for brands to reach out to this consumer set. In this context, Magna escalates its autumn projection slightly from +12.1% to +12.5% in 2018. The ad market re-accelerates, after slowing down to single-digit growth (+9.8%) in 2017.

     

    Said Hema Malik, COO, Lodestar and Managing Director, Magna: “At a 12.5% growth India is the fastest growing country amongst the top 20 ad markets globally. Boosted economy especially in smaller towns and rural markets expand the grounds for consumerism across categories.  These markets will offer newer versions of regional media platforms leading to acceleration in Media growth… It is heartening to see a promising print growth with a regained confidence in Print from IRS finding adding 110 million new readers. Contrary to global trends Print is here to stay in India.”

     

    Added Arun Sharma, COO, Initiative and Managing Director, Magna: “Globally the growth in advertising spends is better than earlier projections. India at 12.5% would be the fastest growing market among all the large economies in 2018 with Digital followed by TV be the growth engines. India is probably the only exception where Print is still growing despite double blow of demonetization & GST rollout. It’s expected to show better growth in 2018 versus last year due to higher government spending, good monsoon and higher economic activity.”

     

    Said S Venkatesh, EVP, Director Intelligence at Magna: India advertising sales reached INR 600 billion in 2017 ($9.3bn) and will grow to INR 680 billion this year ($10.4bn). Anticipate even stronger growth in 2019 due to the combination of an accelerating economy, broader access to digital media, general elections and Cricket World Cup.

     

    Digital provides impetus to overall growth by contributing close to 40% of the incremental advertising rupee. Digital represents 19% of total advertising budgets currently and will touch a quarter share of media growing at CAGR of +22.6% by 2022. Retail, BFSI, FMCG, Telecom and Auto are major contributors to the growth. In 2018, the medium will grow +27%. As massive increase in Smartphone users and data consumption is witnessed, the market unanimously looks forward to digital ratings (EKAM) from the TV ratings body (BARC).

     

    Television remains insulated from temporary economic policy implementation hiccups thanks to continued support from FMCG advertisers. TV still represents a significant 40% share of total budget growing at +12.2% in 2018. Furthermore, while digital takes the headline in every forecast, Television through 2022 will expand at CAGR of +11.9% and holding onto its share.

     

    Print media struggled the maximum in 2017 with both newspapers and magazines advertising sales declining significantly (+2.4% in 2017 Vs 6.2% in the previous year) because of the structural reforms. However in 2018, the medium will see significant growth expansion as the market recovers. Elections in large states, as national polls loom political parties are setting the stage for the aggressive campaigning and Government spending on publicity will push the print growth to +6.1%. The war between Print and Digital intensifies and by 2022 both will draw equal share of advertising budgets.

     

    Radio will be the third fastest growing media with a 5-year CAGR of 11% through 2022. Broadcasters have started launching stations won during Phase III auction and this will expand the listenership base and revenues will go up both organic and in-organic terms.

     

    While OOH will see high single digit growth of +8.7%, medium continues to be data scarce and shall remain a 3-4% share media. Government’s thrust towards infrastructure growth in T2 and T3 cities will widen the OOH landscape

     

    Key Figures:

    1. Media Owner Advertising Revenue Growth Forecast – Key Markets

    Key Markets 2018 ($ Bn) 2017 2018 2019
    United States 206.6 3.3% 6.4% 2.0%
    China 69.2 9.1% 10.3% 8.0%
    Japan 38.9 2.7% 2.8% 2.0%
    United Kingdom 24.8 5.2% 6.1% 3.3%
    Germany 24.1 3.5% 2.5% 2.4%
    Brazil 16.4 7.7% 12.6% 8.8%
    France 12.7 2.7% 2.9% 2.3%
    Australia 12.4 3.3% 3.0% 3.7%
    Canada 11.7 5.5% 5.0% 3.5%
    India 10.4 9.8% 12.5% 13.2%

     

    2. Media Owner Net Advertising Revenues (NAR) Growth

    NAR 2017 2018
    Growth Size (INR Bn) Growth (June 18) Growth   (Dec 17) Growth (change) Market    Share
    TOTAL OFFLINE 6.5% 546.4 9.5% 9.4% 0.0% 80.6%
    Television 10.0% 274.4 12.2% 12.2% 0.0% 40.4%
    Print 2.4% 212.2 6.1% 6.0% 0.2% 31.3%
    Radio 5.4% 22.8 10.0% 10.0% 0.0% 3.4%
    OOH 7.7% 37.0 8.7% 9.7% -1.1% 5.5%
    TOTAL DIGITAL 28.7% 131.9 27.0% 25.2% 1.8% 19.4%
    Mobile 73.0% 60.9 54.4% 53.9% 0.5% 9.0%
    Desktop 11.3% 71.0 10.3% 10.4% -0.2% 10.5%
    Search 20.2% 36.1 15.3% 15.3% 0.0% 5.3%
    Video 26.9% 22.4 32.7% 32.7% 0.0% 3.3%
    Social 62.1% 39.7 44.0% 44.0% 0.0% 5.9%
    GRAND TOTAL 9.8% 678.3 12.5% 12.1% 0.4% 100.0%

     

  • Maintaining the numero uno position in the fan segment will continue to be the topmost priority

    Orient Electric appoints Lodestar UM as Media AoR

     

     

    Following a multi-agency pitch, leading electrical solutions company, Orient Electrichas appointed Lodestar UM as its media Agency On Record (AOR). The account will be handled out of Lodestar UM’s Delhi office.

     

    Speaking on the partnership, Anshuman Chakravarty, Head Brand & Corporate Communications – Orient Electric, said: “Lodestar UM’s primary consumer interaction coupled with their media recommendations presented us with a fresh perspective of creating innovative solutions which are rooted in strong audience, cultural and technological insights. Through this intense media agency selection process Lodestar UM never ceased to excite us with their willingness to learn about the category, getting into the market to un-earth the current ground level situation and using this as a platform to deliver insights for designing our strategies.”

     

    Added Hema Malik, COO, Lodestar UM Delhi: “Orient Electric is positioned at a crucial juncture in their growth path and the stakes are high. The success of our partnership will determine much of the future trajectory of the company. Lodestar UM with its proven planning process, coupled with deep insights and solutions led approach will strive to create a strong and differentiated go-to-market strategy – cutting through the clutter and me too media activities.”

     

  • But buying at IPG Mediabrand agencies will continue to also be led by individual teams

    IPG Mediabrands launches Magna in India, to spearhead centralised buying…

     

    By A Correspondent

     

    IPG Mediabrands, part of the Interpublic Group of Companies, Inc, has launched Magna in India. Magna is the centralised IPG Mediabrands resource that will develop intelligence, investment and innovation strategies for agency teams and clients. The agency will utilise key insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

     

    IPG Mediabrands India will roll out Magna  in India from August 2017. Two senior IPG Mediabrands captains, Hema Malik, COO, Lodestar UM and Arun Sharma, Managing Partner, Initiative, will become joint heads of Magna  in India in addition to their current roles.

     

    While insights and forecasts are key, what’s noteworthy is that Magna will aggregate spends across all IPG agencies to drive beneficial rates and maximum value for the clients. With $37 billion of clout in the global market, and $17 billion in the US, Magna will control not just the price but also the quality of the clients’ investments. Magna’s Sports & Live Events is the dedicated sports investment division that manages media spends on behalf of the clients across all sports and entertainment outlets.

     

    So will Magna be like the Central Trading Group of GroupM? No, we were told by an industryperson. In fact buying at IPG Mediabrands agencies will continue to also be governed by individual agencies and/or client teams. Magna will however leverage better pricing for key and large clients. There will be no buy-and-sell or bulk-buying.

     

    Meanwhile, as data and technology continues to transform the advertising and marketing industry, the Magna Innovation team will  identify, understand and activate new media buying approaches, notes a communique. Magna Intelligence, on the other hand, is an information repository on advertising and media. Magna’s ad forecasts are published regularly, including by MxMIndia.

     

    Said Shashi Sinha, CEO, IPG Mediabrands India: “We spent the last five years integrating and aligning the IPG Mediabrands businesses in India and in the process we have consolidated ourselves at the second largest media investment network in the country. Going forward, our aim is to make IPG Mediabrands the most sophisticated and cutting-edge media holding company in India. Therefore it will be our endeavour to bring in new line of global services to the country that will deliver better results for our client’s businesses,” adding: “While we have firmly placed ourselves as the #2 media network in the country, the ambition is to further improve our market share in India. One of the ways of doing that will be launching the most advanced and pioneering services in India that will help us transform the entire media business in India.”

     

    Talking about the launch, Hema Malik, said, “I am extremely charged up on this new responsibility.  Our scale backed by market intelligence and strong relationship will give us a competitive advantage in the dynamic media marketplace.” Added Arun Sharma:“There is lot of latent potential within the agency that’s going to be unraveled with launch of Magna for the betterment of the whole ecosystem, i.e., our clients, media partners and the agency. I believe the timing is just right and I am absolutely delighted with the new responsibility.”