MxMIndia

Tag: McCann Erickson

  • This is the first instance of a celebrity endorsement in the eclairs category and also Ms Kapoor's first brand endorsement in the confectionary category

    Perfetti signs on Kareena Kapoor as brand ambassador for Alpenliebe 2 Choco Eclairs

    By A Correspondent

     

    Perfetti Van Melle India (PVMI), the leading confectionery giant, has signed on Kareena Kapoor as brand ambassador for its all new Alpenliebe 2 Choco Eclairs brand. Ms Kapoor will feature in the launch TVC of Alpenliebe 2 Choco Eclairs and also in all mobile and internet campaigns of the brand. This is the first instance of a celebrity endorsement in the eclairs category and also Ms Kapoor’s first brand endorsement in the confectionary category.

     

    Commenting on Ms Kapoor’s association with the brand, Mr. Nikhil Sharma, Director Marketing, Perfetti Van Melle India , said: “Today’s youth immediately identify Kareena Kapoor as a style icon who has established herself through her work in Bollywood. When it came to selecting the right brand ambassador for Alpenlibe 2 Choco Eclairs, Kareena was a unanimous choice. She is an irresistible mix of beauty, elegance and style. She fits perfectly with our product which promises consumers a great indulgent experience.”

     

    Commenting on her endorsement, Kareena Kapoor said: “I am very proud to be associated with PVMI, which is one of India ‘s leading FMCG companies, known for their innovative products and creative advertising. Alpenliebe is one of India ‘s most loved brands and this innovative product under Alpenliebe has given me the opportunity to work on an exciting new campaign.”

     

    The brief to McCann Erickson, PVMI’s partner creative agency was to create a clutter breaking TVC which stays true to the product promise of a rich, magical and indulgent experience. The new TVC conceptualized by Mr. Prasoon Joshi, Executive Chairman and CEO, McCann Erickson Worldwide India , was made with an objective of introducing viewers to a magical world where a princess gets swept off her feet by the most unlikely of characters. Commenting on the script, Mr Joshi said: “We wanted to use Kareena in a unique way and we were happy to stumble upon an idea which has immense charm and I am sure will be loved by the consumers.”

     

    The TVC shot by ad film maker, Ravi Udyawar, involved a shoot at Mumbai’s Reliance studios followed by a complex post production process at animation studios inPolandandBlack Magic,Singapore. “This TVC has been one of my most challenging assignments. We shot live with Kareena and an actor, together to get the interaction and dance movements correct, we then replaced the actor with the bear, which was created on CGI. Getting the dance sequence between Kareena and the Bear required complex animation techniques. The facial expressions were motion captured and applied on to CG bear to look more authentic. The toughest part was creating the bear which is very difficult due to its fur body. Shooting with Kareena was a great experience, due to her understanding of the idea, flawless acting and timing. The music composed by Mikey McCleary adds great value and fits in perfectly with the overall look of the film while staying true to the naughty mood of the original song,” said Ravi Udyawar.

     

    Perfetti Van Melle India Pvt. Ltd. (PVMI) is a name to reckon with in the India n confectionery industry and is a renowned manufacturer, distributor and marketer of several high quality products. With close to a 30 per cent market share, it is one of the leading players in the organized confectionery business in India today. The company, at present, has a diverse portfolio of brands across segments which it sells through various retail channels across the country. As a marketer, PVMI has always been known for its iconic, interesting and entertaining advertising.

     

  • Reported revenue for WPP was up 11.4 per cent year-over-year to $16.05 billion while Interpublic Group of Cos reported that it nearly doubled its net income for 2011, up 96 per cent to $551.5 million

    How the WPP and Interpublic Group fared in 2011

    By A Correspondent

     

    WPP reported record profits of more than $1.45 billion for 2011, up a whopping 43 per cent from the year prior, and the holding company expects to see continued momentum in 2012 due to increased ad spending for the US presidential election and this summer’s Olympic games, according to Ad Age.

     

    Reported revenue for WPP, the biggest ad holding company in the world and home to creative agencies such as Ogilvy, JWT and media-buying behemoth Group M, was up 11.4 per cent year-over-year to $16.05 billion. However, WPP’s CEO-Executive Director Martin Sorrell is less optimistic about 2013, as there are no big events to bolster ad spend, and political ad dollars will drop off following the election.

     

    “We think 2012 looks similar to 2011, maybe at a slightly reduced level,” said Mr Sorrell. “But the one big cloud on the horizon we feel the need to address in 2013 is deficit reduction after the US election.”

     

    WPP said North America performed well, and in Europe the debt crisis is impacting growth, but overall the company said it still fared well in the region thanks to strong growth in the UK and acquisitions in Western Continental Europe.

     

    The company reported that Austria, Germany, Switzerland and Turkey, all showed strong like-for-like growth for the year, but France and especially Greece, Portugal and Spain remained affected by the Eurozone debt crisis. In 2011, nearly 30 per cent of WPP’s revenue came from Asia Pacific, Latin America, Africa and the Middle East and Central and Eastern Europe.

     

    The company said that emerging markets in Asia, Latin America, Africa and Eastern Europe represent the highest growth regions for WPP. The company plans to spend between $470 million and $630 million on acquisitions this year, Mr Sorrell said. The focus will remain on small and medium-sized agencies, particularly those in new markets or specialising in digital work, data analytics and technology.

     

    The past year saw a number digital agency acquisitions, including: F. biz and Gringo in Brazil; Rockfish and Lunchbox in the US; Who Digital in Vietnam; Promo in Russia and A4A in China. The company made a total of 38 acquisitions and 10 investments in 2011.

     

    The Interpublic Report-Card 2011

    US-based ad holding company Interpublic Group of Cos has reported that it nearly doubled its net income for 2011, up 96 per cent to $551.5 million, up from $281.2 in 2010, according to Ad Age. The company’s annual revenue was up 7.8 per cent, to about $7 billion.

     

    “Building on a very good 2010 result, we continue to show organic revenue growth that is at or near the top of our peer group,” said Interpublic CEO Michael Roth. “This performance keeps us on track to deliver on our goal of fully competitive profitability in 2014.” Mr Roth added all of the company’s regions grew in terms of organic growth in 2011, except for Europe, which is in the midst of a debt crisis.

     

    For the full year, continental Europe was down 0.1 per cent. The best region for organic growth last year was Latin America, which was up 17.8 per cent. For the fourth quarter, US organic growth was up 2.2 per cent, Latin American was up 30.4 per cent and Europe was down 3.2 per cent. Interpublic’s digital agencies, MRM, part of the McCann network, Huge and R/GA, significantly contributed to the company’s growth.

     

    In 2012, the company is targeting 3 per cent organic growth, noting “significant macro uncertainty on the global level.” Interpublic agency networks McCann Erickson and DraftFCB both saw major accounts defect in 2011. McCann Erickson lost Nescafe and other accounts, while DraftFCB lost SC Johnson and is now having to share Miller Lite with Publicis Groupe’s Saatchi & Saatchi.

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Media owners will support bid to raise $1m to help its international charity and education partner, Free the Children to free children from poverty and exploitation

    Initiative masterminds global free advertising campaign for charity

    By A Correspondent

     

    Initiative, a performance-led media communications company, has masterminded the world’s largest free advertising campaign to help promote a better world for children. The agency is seeking to set a world record and help raise $1m in the process.

     

    Rather than spend money on holiday cards, Initiative will bring together its network strength and expertise to produce a global campaign – from conception to media placement – to create awareness of the important work being undertaken by its international charity and education partner, Free the Children (www.freethechildren.com).

     

    Initiative will run the campaign in over 70 markets around the world, without spending any money on media or creative. In order to do this, Initiative is partnering with some of the world’s largest media owners to run the campaign on TV, radio, online, email, outdoor and in newspapers and magazines.

     

    Last year, with the generosity of its media partners, Initiative managed to increase donations to the Juvenile Diabetes Research Foundation by 300%, through its first ever free advertising campaign for a charity.

     

    Free The Children is the world’s largest network of children helping children through education, with more than one million young people involved in programs in 45 countries. Its mission is to free children from poverty and exploitation, and its signature event is “We Day”, which brings together entertainers, social justice leaders, and student leaders to help create positive change.

     

    Initiative’s campaign for the charity has been produced by Puerto Rican creative agency Sajo Garcia Alcazar (www.sajogarcia.com), part of the Initiative network. The campaign will run from December 26 to January 31. The campaign’s creative, focused on changing the status of young people living in developing communities, drives people to Free The Children’s “We Day” Facebook page, www.facebook.com/weday, encouraging them to ‘like’ it. For every ‘like’, Free The Children’s partners are donating one US dollar.

     

    Initiative is looking to help the organization surpass its goal of raising $1m, and in so doing, creating the world record for the largest number of likes of a non-profit organisation’s Facebook page.

     

    Initiative has also partnered with sister IPG network McCann Erickson, which has offered its services for free. McCann Erickson will be managing translations, adaptations and trafficking in all markets where the campaign is running.

     

    Mauricio Sabogal, president, World Markets, Initiative said: “It is really important that global companies, such as Initiative, play their part in charitable activities, and we are delighted to be supporting the important work being done by Free the Children. This campaign is a testament to the power of the Initiative network. We could not have produced this ambitious campaign without the generosity of our media partners and McCann Erickson, who are working so hard without payment.”

     

    Craig Kielburger, co-founder, Free the Children, said: “We are very grateful for the incredible generosity of Initiative and its media partners, helping us to form connections with people around the world that traditionally we would not be able to reach. Whether through fundraising or online engagement, social media plays a key role for us, and we are always looking for ways it can support and enhance the work we do with youth.”

     

    Lynn De Souza, Chairman & CEO, Lintas Media Group, said: “We are extremely happy to be a part of this initiative. It is a good cause, and we are thankful to all our media partners like Big FM, Radio City, My FM, Hello FM, Radio Mirchi, Colors, Times network, and many other media partners who have provided free space for this initiative. We have secured media space in excess of Rs 50 million for this cause, and it will go a long way in garnering support for the charity.”

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    AdStrat: Vrooming ahead

    The Campaign:
    Apache RTR 160 – Scarily Fast

     

    The Client:
    TVS

     

    The Agency:
    McCann Erickson

     

    The Brief:

    The objective was to differentiate Apache RTR 160 from all other bikes – especially in the area of performance. Keeping this in mind, the brief was to create a communication that singularly emphasizes the speed and performance of the Apache RTR 160.

     

    Any specific advisory from the client:

    Highlight the speed of the bike.

     

    Research insights:

    When the consumers and bike enthusiasts were met, they all had much to say about the bike’s daunting speed and pick-up.

     

    [youtube width=”300″ height=”200″]http://www.youtube.com/watch?v=gNILY9EoUmA[/youtube]

    The thought process behind the creative:

    Anil Thomas, Regional Creative Head, McCann Erickson, says, “The Apache RTR is not meant for everyone, but only for those who can conquer their fear of speed. When the agency got the brief, the first reaction was that of being fearful of the Apache RTR’s speed. Thus, the proposition of ‘Scarily Fast’.”

     

    Media vehicles chosen:

    “TV and Digital. While the main campaign was on TV, the digital platform was used to give an insider’s peek into what went into the making of the film through behind the scenes.”

     

    Key issues kept in mind while executing the ad:

    “The slick, dizzy treatment is intended to keep audiences on edge.”

     

    Does the treatment do justice to the brief?

    “Absolutely. The commercial is produced by Future East which is one of the top production houses in India known for their collaboration with international directors. Acclaimed automotive director Nick Piper who has made spots for brands like Chevrolet, Toyota, and Kawasaki directed the TVC and his treatment gave the film its international look and feel.”

     

    Differentiating factor:

    “What makes this film so unique is that the proposition of the bike is woven in very well with an interesting story. It has an intrigue in the beginning that continues with exhilarating bike shots in the middle that leads up to the reveal in the end. The music too we’ve chosen is hard hitting that goes very well with fast pace of the film.”

     

    Market and client feedback and follow-ups:

    “The communication has been much appreciated and awed by all. This commercial is the first of its kind from TVS Apache RTR and the response indicates demand for similar films in the future too. Kudos to our team and Future East.”

     

    Campaign credits-

    Creative Agency – McCann Erickson
    Production House – Future East
    Director’s Name – Nick Piper
    Producer’s Name – Priyanka Bangia
    Creative Director – Anil Thomas, Mansoor Jamaal and Neel Roy
    Dop – Volker Schellbach
    Music – Samiruddin
    Edit – Meghana Manchanda