MxMIndia

Tag: Madison

  • The agency will handle the duties across media – print, TV, radio, cinema and OOH

    Madison to manage media duties of Aakash Education

    By A Correspondent

     

    Madison Media has announced that it has been appointed as the agency-on-record for Aakash Education Services Ltd in Delhi. The agency won the account in a multi agency pitch and will handle the duties across media – print, TV, radio, cinema and OOH.

     

    Said Aakash Chaudhry, CEO and Whole-Time Director, Aakash Educational Services Limited (AESL): “We are excited to have Madison Media come on board as our partner and are looking forward to a long and mutually beneficial partnership.  We have 30 years of operational experience in the test preparatory industry, we have built a scalable and asset-light business model that we can expand and replicate while maintaining quality in content and coaching.”

     

    Added Vikram Sakhuja, Group CEO, Media and OOH, Madison: “Aakash offers student training and coaching through as many as 170 centres across 103 cities in India. It is a true privilege to partner with a builder of young medical and engineering talent that has served the country well.”

     

     

  • The Pitch-Madison report notes that AdEx grew only 7.4% in 2017

    Adspends to grow 12% in 2018: Madison

     

    By A Correspondent

     

    The agency that pushed the ‘Achche Din’ campaign for the BJP in 2014 indicated that it may well be the good times this year. For, what we had in 2017 was indeed ‘burre din’. The AdEx grew just 7.4 per cent last year. Compare the growth number in 2016… it was 12.5% and in 2010 it was 27.8%. Of course in 2012, it was just 5.2%.

     

    That’s enough to get a better view of the findings of the Pitch Madison Advertising Report 2018 that was released by D Shivakumar, President, Aditya Birla Group on Thursday. MxMIndia was invited to the event.

     

    Key findings of the report:

    A. Overall:

    1. Growth in the Indian Advertising Market slowed down to 4% in 2017, thanks to the after-effects of demonisation and GST roll-out. Traditional Media during 2017 grew by only 4%, the lowest in half a decade while Digital Media grew by 27.2%, taking the overall growth to 7.4%. In absolute terms, the Indian Ad market grew by Rs3,658 crores to take the industry to Rs 53,138 crores in 2017.

    2. AdEx was slow to recover from the impact of demonetization and first quarter of 2017 saw a de-growth of 2% and a growth of mere 2% in second quarter. Just when we expected AdEx to gather steam, GST was announced in July and the market saw a drop of close to 20% in traditional media over June 2017 and a drop of 5% as compared to July 2016. Mercifully, the  festive period brought cheer to AdEx and it grew from August to December by 13%. But because of the slow start in the first half and a drop in July the whole year’s AdEx is estimated at Rs. 53,138 crores, a growth of mere 7.4%.

    3. With a growth rate of 7.4% the Indian market has lost its stellar position of being the fastest growing advertising market in the world and has conceded that position to Russia, going by WARC estimates of international markets.

    4. Television continues to be largest contributor to AdEx with 37% share, but grew by just 4.3%, closely followed by Print at 35% share but with even a lower growth of just 2.7%.

    5. Digital that grew by 27.2% now contributes to a whopping 18% of Indian AdEx. Digital gained 3% share points at the expense of Television and Print who lost 1% and 2% share points respectively.

    6. Radio, Cinema and Outdoor have all grown at a much faster pace than Television and Print and maintained their share in 2017. But share of Digital continues to be more than combined share of Radio + OOH + Cinema and we don’t expect this trend to change in near future.

    7. The categories that have contributed to growth in Print, Television and Radio (and accounted for 56% of growth of Rs. 3,658 crores) have been FMCG followed by Telecom and Automobiles. FMCG continues to be the most dominant sector with a 32% share followed by Auto at 10% and Telecom at 8%. E-commerce that had taken the media market by storm three years ago contributed only 4% to AdEx (compared to 10% in 2015). With implementation of Real Estate Regulation and Development Act (RERA), Real Estate and Home Improvement category as a whole has registered a de-growth of -3%.

     

    B. Television:

    8. Television AdEx grew by a mere 4.3% and reached Rs. 19,650 crores. This is the lowest growth television has witnessed in the last 5 years. The growth is so low, despite the addition of 100 new channels including cable channels, which in turn contributed to an increase in FCT supply of 11% in 2017. Like-to-like channels shows an increased FCT supply of 7% leading one to conclude that on an average television rates were suppressed, but Advertisers could not reap the benefit of this because of lower ratings.

    9. HD emerged stronger during the year with the launch of 22 HD channels, now reaching 50 million homes split equally between Urban and Rural. Viewership of HD channels has also seen exponential growth and we estimate that HD is today Rs. 2,000 crore advertising market contributing over 10% to the television Adex.

    10. FMCG continues to rule the roost contributing 51% to the total Television spends followed by Telecom 12% and Auto 8%. It’s the same 3 categories that have mainly contributed to the growth of Rs. 820 crores in Television AdEx in 2017. E-Commerce maintained its contribution at 4%.

    11. Hindi GECs including FTA contribute 28% of overall television AdEx and Hindi is by far the largest contributor to television AdEx. FTAs channels have seen robust growth in viewership during the year and account for 19% of the Hindi GEC plus FTA genre.

     

    C. Print:

    12. Print grew by a mere 2.7% during the year. This is the lowest growth we have seen in 9 years. But it continues to be 2nd highest contributor after television with a share of 35%. It is significant to note that for the last 3 years, Print has been steadily losing share at a rate of 1% share point every year for last 3 years, but this year the decline accelerated and Print lost 2% share points. Dailies increased 3.4%, a bit higher than the total Print AdEx, because Magazines as a medium failed to gain advertiser interest for the 3rd year in succession.

    13. In terms of volume, Hindi publications continue to be ahead of English publications, contributing 34% of the total volume. English publications come close behind at 27%. Contrary to popular belief, volume in English publications has grown by 4% while volume in Hindi publications degrew by -4%. The degrowth in volume of Hindi publications has been observed for the first time in many years. Among other languages, Kannada and Gujarati publications have shown a substantial increase in volume, but Punjabi, Urdu and Tamil publications show a decline.

     

    D. Digital:

    14. Though there has been exponential growth in Video consumption over the past year, Display, Native and Programmatic have also picked up rather well with Mobile becoming the primary choice to consume content. Newer display advertising elements, Mobile, Online Video and Programmatic are all helping attract more advertising investment into Digital.

     

    E. Forecast:

    15. The forecast for 2018, is that Adex will grow by 12.03% taking the industry to Rs. 59,530 crores.Highest growth rate should be achieved by Digital (25%) followed by Cinema (14%), TV (13%), Radio & Outdoor (10% each) and Print (5%).

     

    Said Sam Balsara, Chairman, Madison World: “Demonetisation and GST have causedheadwinds resulting in a stunted AdEx. But you can’t keep advertising or for that matter the Indian economy down for too long. So we are cautiously optimistic about 2018 and project a growth rate of 12% for 2018 with digital again growing by 25%. To take advantage of the figures released by IRS which revealed dramatic growth in Total Readership, publishers will be well advised to offer incentives to advertisers for repeating the same ad in the same publication 2-3 times a month.”

    Pitch Madison Ad Outlook 2018 Published Report

     

  • Star India and Vodafone were joint Client of the Year at the Emvies 2017 held on Friday evening

    It’s Mindshare again as Agency of the Year

    By A Correspondent

    The 17th edition of the coveted Emvies 2017 saw Mindshare bagging the top honour – the coveted Agency of the Year trophy. Wavemaker, the new agency born out of the merger of Maxus and MEC, came a close second.

    As for Client of the Year, the honour was shared by Vodafone and Star India. The Grand Emvie was bagged by Madison and Asian Paints for Best Media Innovation – Media – Digital Search.

    Speaking about the changing dynamics of campaigns and the importance of being relevant, Punitha Arumugam, 2017 Awards Chairman for Emvies, said, “India has been at the forefront of many ingenious campaigns that showcase high effectiveness and the EMVIEs remain committed to recognising such outstanding communication stories. Being one of the most trusted and coveted awards in the category, the Emvies continue to scale with increased participation and representation from across industry stakeholders.”

    Elaborating on the scale and the entries, Partha Sinha, 2017 Awards Co-Chairman for Emvies said, “The Emvies 2017 has successfully contributed towards recognising high impact media campaigns that have made a difference. It continues to be one of the most coveted awards within the industry.”

    In his welcome address,  Vikram Sakhuja, President of The Advertising Club said: “In its 17th year now, the Emvies has continued to grow in scale and strength, emerging as the gold standard amongst media awards. With a jury consisting of over 211 distinguished industry leaders from across the country, this has been a transparent process to select transformational work. We are engaging with some top global content sites to showcase the best of our archives to the world.

  • Founded by Ramanujam Sridhar, brand-commhas six offices across India and clients from across sectors like Education, FMCG, Technology and Healthcare

    Madison World acquires majority stake in brand-comm

    By A Correspondent

     

    Madison World has announced it has taken a controlling stake in Bengaluru-based PR agency Integrated brand-comm Pvt Ltd.

     

    Founded by Ramanujam Sridhar, brand-commis an 18-year-old communications consulting company with six offices across India and clients from across sectors like Education, FMCG, Technology and Healthcare.

     

    Madison World operates in the Public Relations space through Madison PR,  headed by Paresh Chaudhry and  has a 80-member strong team across six offices.

     

    Said Sam Balsara, Chairman, Madison World: “Brand-comm is a well-respected communications company in the South and Ramanujam Sridhar is a recognized name in the field. We believe both parties will gain significantly from the synergies of this partnership.”

     

    Added Sridhar said, “Sam Balsara is a legend in the communications industry in India and it is a privilege to be a partner of Madison World. We see significant benefit to our clients and employees from this partnership.”

     

    Said Lara Balsara Vajifdar, “We are always open to partnerships to grow and strengthen the reach of our various units in PR, Creative, Digital, Mobile and Retail, besides Media and Outdoor. We hope to close many more new relationships in the near future.”

     

  • Will the AdEx in 2017 be Rs 61204 cr as per GroupM or Rs 56,152 cr as per Madison & did we cross the Rs 50,000 cr mark in 2016, asks Indrani Sen

    What is the real size of Indian Ad Industry?

     

    By Indrani Sen

    Last week was exciting for the advertising and media industry as the two major reports on industry Adex were released on two consecutive days. GroupM released its ‘This Year Next Year’(TYNY) 2017 report on February 14 followed by the release of ‘Pitch Madison Advertising Report’(PMAR) 2017 by Madison on February 15. In the last few days, both the reports have been published and analysed in the business newspapers and websites, leaving hardly any scope for adding any comment on the same.

    As usual there is a difference between the two projections, this time it is of around Rs 5000 crore. The biannual report on advertising expenditure TYNY 2017 has forecast India’s advertising investment to reach an estimated Rs 61,204 crore in 2017 based on a growth rate of 10% over 2016. On the other hand, PMAR 2017 has projected a growth of 13.5% in 2017 over 2016 and has estimated the size of the industry to reach Rs 56,152 crore.

    According to Sam Balsara, AdEx dropped by Rs 1650 crore in the last two months of 2016 after demonetisation and as a result, the industry adspends narrowly missed the mark of crossing Rs 50,000 crore. On the other hand, the GroupM report, Indian advertising industry clocked Rs 49,758 crore in 2015 and crossed the Rs 50,000 crore mark comfortably in 2016 by scoring Rs 55,671 crores. Madison estimated Indian adspends as Rs 43,991 crores in 2015, Rs 49,480 in 2016 and has projected Rs 56,152 crore in 2017. The difference, between the two sets of estimates, has been hovering between Rs 5000 to Rs 6000 crore, which is not a small amount.

    If we compare the two sets of estimates by medium, we find that the major difference lies in the estimates of TV advertising expenditure, which is bit surprising as TV AdEx is very well-documented. Is there a difference in the way the two estimates are drawn up which leads to a gap of almost Rs 6000 crores between the estimated TV advertising expenditures?

     

    PMAR has shown more favourable estimates for Print and Outdoor than TYNY, while TYNY estimates for Radio and Cinema are higher than the estimates of PMAO. It is interesting to note that for Digital medium, the two estimates ran neck-and-neck for 2016 and are quite close for 2017.

    GroupM Report mentions that Media Adex reported do not include:

    • TV – special inventory like astons, L-bands, tickers, etc
    • Print – tender notices, appointments, classifieds/ matrimonial
    • Radio – activation spends
    • Digital – ad spends by SME segment
    • Outdoor – wall painting

    The above leads us to conclude that the numbers shown in the TYNY for the above five media would be actually higher than their estimations, particularly for Radio, where activation/ events tied up with digital has become a major source of earning for the FM radio stations.

    The Pitch Madison Advertising Report does not mention about the ad expenditures which are not covered in the report, but we can assume that Madison also has not covered the above expenditures which are not included in Media AdEx in their report.

    So, what is the real size of the Indian Ad Industry? Are we yet to cross the Rs 50,000 crore mark or did we cross it last year?

     

    Indrani Sen is a media services veteran, having worked with JWT, later Mindshare and then with Emami. In recent years, she is an independent consultant and academic. She is Adjunct Professor incharge of the Media Management programme at the Symbiosis Institute of Media & Communication, Pune. The views expressed here are her own.

     

  • Notwithstanding the impact of the 'Demonetisation Tsunami', the year promises to be exciting for advertising as per the Pitch Madison Advertising Report

    13.5% AdEx growth in 2017: Madison

     

    By Labonita Ghosh

     

    In February 2016, when Madison predicted that the Indian advertising industry would grow by 16%, it seemed overly-optimistic. Now it seems that Madison’s annual forecast report for that year would’ve been on the mark but for a small detail: a ‘tsunami’ called demonetisation. This derailed the entire industry, which eventually grew by only 12.5% last year as against the projected 16.8 %. Demonetisation also knocked off Rs 1,650 crore to settle at an industry size of Rs 49,480 crore, in the wake of a cash crunch and a drop in consumer off-take, which led to a lot of advertisers pulling out of campaigns in the last two months of 2016.

     

    Sadly, we haven’t heard the last of it. In 2017, the industry is expected to grow 13.5% mainly because the months of January to April will be the ‘recovery phase’ from the currency crisis. “My advice to advertisers would be to intensify campaigns during this period, and also have new product launches,” says Sam Balsara, Chairman of Madison World (who released the Pitch Madison Annual Report on Wednesday), mainly to make good the damage wreaked by demonetisation.

     

    Still, 2017, says the report, promises to be an exciting year for advertising. At a projected growth of 13.5%, the size of the industry may be a likely Rs 56, 152 crore. And this optimism for robust ad expenditures, comes on the back of high government investment in infrastructure, lower corporate and personal taxes for small and medium companies, good government support for the disadvantaged, and the general expectation of yet another year of high GDP growth. While the projected growth in the first four months is likely to be only 8%, ad expenditure will pick up between the months of May and October, to stand at a projected 14% growth. And since adex touched a low in the months of November and December of 2016, growth in the corresponding period in 2017 might – by comparison –appear as high as 24%.

     

    Television: Sector-wise, TV was still the biggest contributor to adex, registering a 9% and Rs 1,570-crore growth to reach the industry-size of Rs 18,831crore. This was largely propelled by FMCG (Rs 692 crore) and Telecom (Rs 475 crore), even though it lost an estimated Rs 850 crore to demonetisation. In 2017, TV will remain brands’ favourite medium and is projected to grow by another Rs 2,460 crore (13%) to close on Rs 21,300 crore. The forecasted reasons for this are organic growth coming from established FMCG advertisers as well as aggressive new players like Patanjali, and new channel launches by the existing networks.

     

    Print: Print grew by 7% in 2016 (three percentage points lower than the forecast for 2016), to stand at Rs 18,151 crore. In 2017, it is expected to grow by 9.5% to touch Rs 19,869 crore. Most of this growth will be because of dailies, and regional publications and new editions introduced by current publishers. As well as advertising from ‘print loyalists’ like auto, education, durables and mobile phones

     

    Digital: This was the (not-so-big) surprise. Digital was hardly affected by demonetisation, and grew by a whopping 43% to register an industry size of Rs 7,315 crore. Consumption of digital video content, which sparked huge spends on online video advertising in 2016, coupled with mobile displays, fuelled the growth of digital advertising, and will continue to do so. In 2017, digital is expected to grow to 25% to touch Rs 9,144 crore.

     

    Radio: Grew by 13% to register an industry size of Rs 1,749 crore in 2016. BFSI, media and auto advertisers were the main contributors to this growth. In 2017, radio is predicted to grow by 15% to become Rs 2,008 crore, and the likely reasons are greater aggression by e-commerce and mobile-wallet companies; the emergence of new radio stations who have won bids in Phase III auctions, and organic growth among retail and local advertisers

     

    OOH: The out-of-home market grew by 9% to register an industry size of Rs 2,910 crore, on the backs of retail, hospitals, education, real estate and restaurants, who are the biggest advertisers. As per the forecast, in 2017 OOH will grow by 11% to reach a size of Rs 3,234 crore, as e-commerce, M-wallet apps and telecom and mobile handsets will start advertising more aggressively using this medium.

     

    Cinema: Big-screen advertising grew by 12.5% in 2016 to settle at Rs 523 crore – which makes it a marginal player of all advertising media. In 2017, it is expected to grow by 15% to reach Rs 601 crore.

     

  • Madison which had successfully steered BJP's media spends for the 2014 general elections has bagged the mandate for the forthcoming UP, Punjab and Goa polls

    Madison to handle BJP’s poll spends in UP, Punjab & Goa

    By A Correspondent

     

    According to information we have received and as confirmed via Twitter by Chairman Sam Balsara, Madison Media has been mandated to handle the media planning and buying activity of the Bharatiya Janata Party for the Uttar Pradesh, Punjab and Goa elections that are scheduled for early 2017.

     

    The value of the account is said to be in the region of Rs 150-200 crore, though the number could see up to a 25 per cent increase or decrease in the last few weeks of the campaign.

     

  • Prabha Prabhu, Founder Member, Madison, who joined Sam Balsara when he started Madison in 1988, has decided to retire after 28 years at the agency network.

    Prabha Prabhu retires at Madison. Raj Nair to helm Madison BMB. Kim Solomon joins as COO

    By A Correspondent

     

    Prabha Prabhu

    Prabha Prabhu, Founder Member, Madison, who joined Sam Balsara when he started Madison in 1988, has decided to retire after 28 years at the agency network. She was the CEO of Madison BMB in recent years. Chief Creative Officer Raj Nair will now also assume additional responsibility of CEO. Kim Solomon will be a new addition to the team, who joins as Chief Operating Officer. All these changes are effective April 1, 2016.

     

    Describing Prabha Prabhu as the youngest and most energetic lady in advertising, Sam Balsara, Chairman, Madison World, said, “Whilst I am sorry that I will not have the benefit of Prabha’s wisdom and expertise, I would like to wish her a cheerful, relaxed and fulfilling retired life.” At a farewell function, Balsara thanked Prabhu for her loyalty, commitment and dedication to Madison and its clients over the last 28 years.

     

    Raj Nair

    Commenting on Raj Nair’s elevation to the position of CEO and Chief Creative Officer, Balsara said: “Raj has proved over the last few years that whilst maintaining his creative focus, he can look at the larger business picture from the client’s perspective and I am sure this move will help make Madison BMB a more result oriented agency.”

     

    And on the appointment of Kim Solomon, Balsara said: “Kim is a true blue advertising professional with over 20 years experience at Ogilvy, Mudra, Dentsu, Triton and Everest Advertising and has handled many blue chip clients over the years. I am sure his experience and expertise will add tremendous value to our current and future clients.”

     

    Added Prabhu: “Madison has been my home for the last 28 years and has been an intrinsic part of me. Whilst I was happy doing effective campaigns for our clients, I was very keen to also win awards. And in the last 4 years we have won several awards. After a rewarding and satisfying career, I now look forward to spending more time doing social work, giving back to society and spending time withmy children who are both in advertising and settled in US.”

     

  • These promotions are part of Madison Next, an all-encompassing programme launched by Madison three months ago to get the agency future-ready, among other things

    Madison Media promotes Vanita Keswani to CEO, Madison Media Sigma & Shekhar Banerjee to COO, Madison Media Infinity

    By A Correspondent

     

    Madison Media has announced that Vanita Keswani, currently COO of Madison Media Sigma, has been promoted to CEO, Madison Media Sigma and Shekhar Bannerjee, current Senior VP Pinnacle has been promoted to COO, Madison Media Infinity.

     

    Keswani has about 24 years of experience, and has been with Madison Media for the last 18 years. She heads a large portfolio of clients including Raymond, Piramal, McDonald’s, Shaadi.com, Pidilite, Indian Oil, Lodha, DHFL, Omkar and many others.

     

    Bannerjee joined Madison Media as a Management Trainee in 2004 and has risen to the top over the last 11 years. He will be responsible for Godrej, Asian Paints and Marico business of the Bombay office.

     

    Vikram Sakhuja

    Sayid Vikram Sakhuja, Group CEO, Madison Media & OOH on the elevations: “This is a great recognition for Vanita and Shekhar. Vanita has brought solidity to a diverse portfolio and has driven consistent Client value. Shekhar in his most recent avatar had driven Mondelez to a World Class Account. Both these promotions are truly deserving and I wish them the best in their new challenges.”

     

    These promotions are part of Madison Next, an all-encompassing programme launched by Madison three months ago to get the agency future-ready, focus on digital, empower youngsters, promoting internal talent to senior level management roles across units and focus on research, insights and big data.

     

  • We saw a rare public display of emotions from GroupM South Asia CEO CVL Srinivas in the Mindshare victory celebrations on Emvies 2015 night

    We are all winners: CVL Srinivas

    Your position would be like that of Serena and Venus Williams’ father – to have one daughter win and the other lose, isn’t it?

    For me, I think, we are all winners. All [the agencies have] done extremely well and at the end of the day, one agency has to come out as a winner, and it happened to be Mindshare. Maxus, I thought, put up a tough fight and ended up in the Top Three. What’s heartening to know is that we did well across agencies and across clients. Overall, it’s been a fabulous night and we’re going to party hard.

     

    What do you think led to Mindshare gaining the No 1 spot?

    Mindshare had a fabulous body of work, not just across clients, but also across all the different categories. They’ve really managed to institutionalise excellence across the entire agency. Mindshare is India’s No 1 standalone agency. But when you become No 1 and keep winning, it’s also challenging to keep the team motivated and continue to do well, year after year. That’s something that’s there in the DNA of Mindshare. They have a new leader in Prashant Kumar who took over the reins at Mindshare a few months ago, and I think that has brought in a lot more energy and passion. They’re growing from strength to strength.

     

    Madison gave a pretty good fight at the end?

    The Emvies night is really the big night for all of us in the media industry and it’s the most looked-forward-to event in the year for all the boys and girls who toil very hard in the office every day. There’s been a lot of build up and anticipation in the last few weeks. Of course, Mindshare had a lot of shortlists, so they were expecting to do well. But as we’ve seen in the past, it’s not necessary that the agency with a lot of shortlists will win the Agency of the Year title. But I think they managed to pull through in the end by quite a healthy margin. Madison also did pretty well. In fact, there was great work, not just from Madison, but some of the other agencies as well. So we need to ensure that we don’t get complacent. We have to come back next year and try to do even better.

     

    What were the trends that you could see from the results of this year?

    Winning an award has become important not just for agencies, but also clients. Today, we find a lot of our clients telling us to work hard and to actually get them fame as well. All the hype that goes into awards in our industry, is actually helping the fraternity raise the bar in terms of quality of work. And today, we’re getting a lot more support from our clients and partners. A good thing that was done this year was that there was a recognition for media partners too at the Emvies. So it’s good if all stakeholders are celebrated equally because all of us come together to create great work.

     

    What would be your message to the team at Maxus?

    Maxus has won many titles in the past and continues to do well in many other awards. I’m sure they’ll be a tad disappointed for having come close and still not winning the Agency of the Year title. But knowing Maxus, I’m sure they’re going to go back and put shoulder to the wheel and try and come out Number One next year.

     

  • Madison may have been runner-up at the Emvies 2015, but Chairman Sam Balsara was visibly content with his agency network's performance

    We’ve finally understood the awards code: Sam Balsara

    So near, but yet so far?

    On the contrary, it’s more like going from nowhere to somewhere. I’m personally delighted that we made it to the runners-up Emvie of The Year because the way it started, it was a little scary for us. It’s been a fantastic season for us on the whole. I think Madison has finally understood the awards code. We always knew we were very good at our work, but somewhere in our awards entries, something was lacking.

     

    You think sending entries from various Madison arms as one unit may have helped?

    In a way you could say that. We persuaded a lot of our people to give up on their tags. But I think our performance tonight has been better than it has ever been in the past. We’ve always been in the Top Three. But this time in the Emvies, we were at Number Two for the first time.

     

    What does an award like this mean for an agency which is well-known for its work?

    It doesn’t mean too much but also means a lot because it energises us and gladdens our heart to see that we’re being recognised. Unlike some other agencies, Madison won these awards for a large number of clients. What delights me is that we’re producing outstanding work, not for one or two clients, but we won today for Mondelez, Asian Paints, Marico and Godrej. For Cadbury, we had eight in the shortlist, and converted all eight. For Marico, we had 11 in the shortlist and converted eight. So our track record tonight has been rather good.

     

    Now the challenge is to maintain this pace…

    Yes, that indeed is a challenge but I think we’re up to it. We’re doing lots of things at Madison. In fact, as we speak, we’ve launched a massive programme called Madison Next. We flagged off one of the first big initiatives of Madison Next, which is a four-day programme on digital. There are about 75 people going through a four-day programme on adopting digital as a way of life.

     

  • MOMS came up with an innovation showcasing a live analogue clock with the hour and minute hands replaced by the Engage Men's & Women's – All Day long variants

    Madison OOH creates an innovative campaign for ITC’s Engage Deo

    By A Correspondent

     

    Madison OOH, the outdoor arm of Madison World has done an innovative outdoor campaign to promote ITC’s Engage Deo’s new variant All Day Long for men and women in Mumbai.

     

    The brand stands for the proposition of all day long fresness and therefore MOMS came up with an innovation showcasing a live analogue clock with the hour and minute hands replaced by the Engage Men’s & Women’s – All Day long variants.

     

    Dipankar Sanyal, COO MOMS, says “We have been working with ITC brands over the last 6 years. It is always a pleasure to work with the brand and come up with intersting, innovative, disruptive Outdoor strategy and execution to create high level engagement for consumers.”

     

    The recent Mondelez Oreo campaign in Mumbai and the Bandhan Bank launch campaign were also excuted by MOMS.

     

    Madison OOH has won several awards recently including 1 Gold, 1 Silver and 5 Bronze at the OAC awards last week, a Gold at Goafest Abby 2015, 16 awards at E4M Neon Awards 2015 and 12 awards at Asian Consumer Engagement Forum 2015.