MxMIndia

Tag: Mindshare

  • Anthem aims to highlight the influence of collective willpower to sail through the ongoing crisis while maintaining social distancing

    SBI Life unveils emotional anthem in battle against Covid-19

    By A Correspondent

     

    SBI Life Insurance has unveiled an anthem titled ‘We can, we Will’ anthem that reiterates the power of collective unity and solidarity to fight the spread of Covid-19.

     

    The anthem has been conceptualised by Be the Bee and the video featuring 27 TV celebrities from various parts of the country was executed by Mindshare. Establishing a regional connect, the celebs can be seen singing the anthem from their respective homes in local languages like Hindi, Marathi, Telugu, Kannada, Tamil, Malayalam, Bengali, Assamese and Odia, thereby reflecting the nation’s true spirit of unity in diversity.

     

    Said Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance: “The Corona virus outbreak has thrown up multiple, unprecedented challenges for people from all walks of life and the entire nation is exploring solutions to tide through this crisis. In these current times of self-isolation, the ‘We Can, We Will’ anthem is our humble effort to lift the spirits of every individual and remind them that as a nation we need to stay together, as with our collective will power we will overcome the biggest of challenges.”

     

     

  • Mirum hires Preetam Thingalaya as Director of Media

    By A Correspondent

     

    Preetam Thingalaya

    Mirum has announced the appointment of Preetam Thingalaya as Director of Media. Thingalaya will head the media planning and buying division and play a key role in growing the business and providing strategic direction, especially focusing on programmatic and performance marketing.

     

    Thingalaya comes with more than two decades of experience across agency businesses, including Mindshare, PHD and Hungama. His last stint was with OTT platform Zee5 as the digital lead for SVOD and Music verticals. He will be based out of Mumbai office and will directly report to the Joint CEO, Sanjay Mehta.

     

    Sanjay Mehta

    Commenting on the appointment, Mehta said: “I am delighted to welcome Preetam on-board. Mirum offers a full-service solution to clients, from strategy, creative, technology, content, monitoring, and marketing automation, and paid digital media is an integral and critical component, to join the dots and deliver business results, for our clients. At Mirum, we already have a very successful media planning and buying division, and now with Preetam coming on board, we will provide enhanced value across all facets of paid digital media, further strengthening our media deliveries”.

     

     

  • The world's most awarded campaigns and companies for media

    WARC Rankings Media 100 announced

    By A Correspondent

     

    The WARC Media 100, the independent benchmark celebrating the best media ideas from across the marketing industry, has been released featuring the most awarded campaigns, agencies and brands in the world.

     

    Compiled by WARC, the international marketing information company, the annual Media 100 Ranking is produced by combining the results of the industry’s most important global and regional media award shows tracked throughout 2019, as determined by the WARC Rankings advisory board and a worldwide industry survey.

     

    ‘Monty: The World’s First AI Predictive Commentator for Foxtel’, by Mindshare Sydney, is the most celebrated campaign for media excellence of 2019. Australian pay TV network Foxtel ran a game-changing campaign to encourage people to pay to watch cricket, a product they had previously enjoyed for free.

     

    To deliver more value and transform the viewing experience, Foxtel created Monty, a predictive AI commentator able to forecast when wickets would fall in live games. When Monty predicted a wicket, it triggered mobile display ads, pre-roll video and OOH to get people to watch, delivering an average weekly sales increase of 18 per cent.

     

    Said Katie Rigg-Smith – CEO, Mindshare Australasia: “As a self-respecting Aussie I love the cricket and I am thrilled to see Monty not only recognised as best in class but best in the world. It shows the power of provocation, one of our core values at Mindshare. It sees a great consumer insight married with powerful AI that delivered innovation and real outcomes. Credit to Jack Smyth and the team for dreaming it up, the Foxtel and the Fox Sports team who were bold enough to back it and our partners at Google.”

     

    In second place is ‘The First Colonel to Conquer eSports’, by Mindshare Shanghai, which strengthened KFC’s relationship with gamers in China by integrating itself in League of Legends. In third, ‘The Adaptive Data Lighthouse’ by Mindshare Mumbai for soap brand Lifebuoy, targeting people in rural India, at most risk of infections preventable by good hand hygiene.

     

    Starcom Chicago is ranked #1 media agency, having climbed up from #20 last year. Campaigns for Samsung, Vans, ESPN and The North Face, all ranked in the top 100, driving the agency to the top of the table.

     

    Added Kathy Ring – CEO, Starcom USA, Starcom: “It’s an honour to be named to WARC’s Media 100 list. It reinforces that Starcom’s Human Experience approach – putting the consumer at the forefront based on astute analytics and insights and arresting creativity – changes behavior that drives business outcomes for our clients.”

     

    Mindshare Shanghai improved its rank by one place, up to second this year, with work for KFC, Maybelline and Lay’s ranked in the top 30 campaigns. Mindshare Sydney follows in third place, up from 12th last year, largely driven by Monty, the top ranked campaign.

     

    Mindshare Worldwide claims top position as the most awarded Network, improving its rank from third last year. The media network had 27 different agencies contributing to its total points, eight of them in the top 50; and an impressive 16 campaigns ranked in the top 100. MediaCom drops down to second place and IPG Mediabrands is up one place to third.

     

    Said Nick Emery – Global CEO, Mindshare: “The best media agency the world. How cool is that? My Mum is impressed! The only reason we get out of bed in the morning is to produce great work and have some fun doing it. I could not be prouder of our whole network. Thank you to all our clients who took the risks and if anyone else wants to break some rules and share our values of speed, teamwork and provocation then you know where to come!”

     

    WPP continues its run at the top of the media holding companies ranking, driven by the strong performance of its Mindshare Worldwide network, together with a further 10 networks in the top 50. Omnicom Group retains its second position, as does Interpublic Group in third.

     

    A strong performance in Asia by KFC led the fast food retailer to the top of the brand rankings this year, with two campaigns in the top 100, including #2 campaign, The First Colonel to Conquer eSports.

     

    Foxtel improved its rank from sixth last year to second this year and Lifebuoy moves up from 13th to second place. Three brands entered the top 50 for the first time: Sport Chek / Canadian Tire goes straight in at #7, while Uber Eats and Uber rank #9 and #10 respectively.

     

    Unilever improved its rank to hit the top of the advertisers table this year. The FMCG giant has three brands in the top 50 – Lifebuoy, P/S, Knorr – with a further 25 brands contributing to its success. Yum! Brands follow in second place and Procter & Gamble in third.

     

    Added Conny Braams – Chief Digital & Marketing Officer, Unilever: “We’re thrilled to be announced as the #1 Advertiser in WARC’s Media 100 for 2020. We’re proud of Unilever’s consistent achievement in this category of media excellence. This is testament to the innovative and effective work of our media teams and media agencies across the world and we look forward to more such accolades in the future.”

     

    USA retained its top country rank for a third year with 22 campaigns in the top 100, three of which made the top 10. Australia improved its rank by one place to take second place, with 10 campaigns within the top 100. China jumps from sixth to third place with 11 campaigns.

  • Google and Amazon are battling for smart speaker control as growth in paid search cools, but voice search remains a niche marketing pursuit

    WARC’s global trend sheds focus on search advertising

    By A Correspondent

     

    WARC has found that investment in search advertising will rise 9.6 per cent this year, to $135.9bn – equal to 22.0 per cent of all advertising spend worldwide. But this growth rate is the softest since 2015 and is a marked slowdown from the 16.9 per cent rise in 2018. Search’s share of internet advertising has now flatlined at 45.8 per cent – the lowest in more than a decade.

     

    The squeeze on Google’s main source of revenue has forced it to confront Amazon head on in the smart speaker market, as it looks to facilitate voice search in future paths to purchase. But Amazon has a first-mover advantage in many markets, notably the US, UK and Japan. Control of voice search could be critical to either’s success in future; most marketers understand its potential in the coming years but few have plans to use voice search today.

     

    Mobile is driving growth in the search market

    Mobile search adspend is expected to rise 19.2per cent to $88.1bn this year – almost two-thirds (64.8per cent) of total search spend worldwide. The US alone accounts for 43.0per cent of this total (US$38.1bn in 2019), while a fifth (21.8per cent, or $19.3bn) is transacted in China. Japan ($6.1bn, a 6.9per cent share) and the UK ($5.3bn, 6.0per cent) follow.

    Google accounts for 95.4per cent of all mobile searches worldwide, higher than its share of desktop search traffic (88.6per cent). Google’s share of mobile search traffic in the US (94.4per cent) and UK (97.9per cent) is close to its global rate but in China its share is near zero, with Baidu the incumbent on 79.9per cent.

    Mobile’s share of search advertising investment is rising ahead of mobile’s share of search traffic, which has plateaued globally since 2017 as consumers spend more time in app (over 80per cent of mobile usage is in-app, according to comScore).

    Research by Mindshare shows that Instagram is used by 69per cent of consumers to discover products, ahead of Snap at 64per cent and Facebook at 61per cent. Google is used most to research, with 70per cent of consumers utilising the platform in this way (versus 51per cent for second-highest Pinterest). Crucially, however, Amazon is used most to buy; 78per cent of Amazon users report this, compared to 40per cent using Google for the same purpose.

    One in three (32per cent) online purchases in the UK begins on Amazon, rising to 52per cent for entertainment products, 50per cent for children’s products, 47per cent for household items and 40per cent for electronics. Comparatively, one in five (19per cent) online purchases begins with a search engine, such as Google.

    Amazon made $35bn from e-commerce in Q3 2019, up by a fifth from the previous year and putting it on course to reach close to $150bn in sales for 2019 as a whole. Over one in ten (11per cent) product page views come from sponsored ads, according to data from Jumpshot.

     

    Voice is becoming a new search battleground

    Voice is an area of growth for search advertising, aided by the rising popularity of smart speakers – an area where competition between Google and Amazon is fierce. More than one in ten internet users in the US and UK now own a smart speaker. Amazon enjoys a healthy lead over Google in a number of key markets, including the US, where three-quarters of smart speaker owners use Alexa. In the UK, that share is 77per cent.

    The ‘first-mover’ advantage is crucial here, however. Google was first to launch in Australia and enjoys a comfortable lead over Amazon (86per cent penetration versus Amazon’s 15per cent), and the same is true in Singapore (76per cent versus 24per cent). This may not bode well for Facebook, which is developing an AI assistant for its Portal devices and is playing catch up to win market share in this area.

    For all the potential, voice search remains a niche pursuit for advertisers today: only one in ten US practitioners plans to include it within their marketing strategy for 2020. A quarter (25.2per cent) believe it will be an ‘extremely’ important marketing channel within the next three to five years, but half (48.9per cent) have no plans to utilise the tech in the short-term.

    Said James McDonald, Managing Editor, WARC Data, and author of the research: “Search has boomed over the last decade as practitioners have put a greater emphasis on performance-related advertising to lift ROI – few marketing strategies exclude a search element today. WARC research shows that practitioners regard it as the easiest channel to measure accurately, and it is more cost effective in driving conversions when compared to online display formats such as video. But the industry is beginning to question whether this focus has been beneficial in the long run, with a number of large, consumer-facing businesses considering a pivot back to more conventional brand building formats. This could explain, in part, the slowdown in search investment this year, a cooling which will reignite Google’s drive to control the next frontier: voice-assisted search.”

     

     

  • Prior to joining Unilever in 2010, Porter spent 25 years in UK agencies before a 7-year stay in Asia Pacific with Mindshare

    APAC Effie Awards appoints David Porter as chairman

    By A Correspondent

     

    David Porter

    The Asia Pacific Effie Awards has announced David Porter, Vice President of Global Media at Unilever AAR (markets outside Europe and the Americas), as the Chairman for the 2020 edition of the Awards.

     

    Porter possesses more than 40 years of industry experience in both agency and in-house capacities. Prior to joining Unilever in 2010, Porter spent 25 years in UK agencies before a seven-year stay in Asia Pacific with Mindshare where he managed the agency’s multimarket relationship with Unilever.

     

    On his appointment, Porter said: “I feel deeply honoured to be the first brand marketer to chair this competition. The Effies are all about celebrating great results. Many brands have learned that purpose, insights and great creativity are the key ingredients of the secret sauce that creates effective campaigns, so I’m looking forward to seeing some amazing work from APAC when we get to judge the entries in March.”

     

    Commenting on Porter’s appointment, Chua Bee Hong, Managing Director of Effie Asia Pacific added: “This is the first time the APAC Effie Awards will be led by a client-side marketing professional.  David is a true advocate for marketing effectiveness and has been a juror for various Effie programmes globally.  We look forward to working with him to raise the bar and celebrate great ideas that work and inspire us.”

     

  • Hindustan Unilever was Client of the Year as Wavmaker was just 30 points behind sibling

    It’s Mindshare once again at Emvies 2019

     

    By A Correspondent

     

    So what’s a bigger for the folks at Mindshare? Winning the Emvies or pipping sibling and arch rival Wavemaker (earlier Maxus) for the top spot?

    Ask this to Mindshare CEO MA Parthasarthy and he just dismisses it as healthy rivalry. One did of course see him cheer for the folks at Wavemarker through the evening.

    But in the final analysis, the evening was Mindshare’s as it raced past Wavemaker, albeit narrowly, in the rankings roster.

    The 19th edition of The Advertising Club’s Emvie Awards was held on Friday, October 4, 2019 in Mumbai.

    This year’s edition saw 1079 entries, the highest ever received with 42 agencies participating in the competition. The event saw 29 Gold & 38 Silver Emvie trophies being presented.

     

    Emvies 2019 was adjudged by a jury of 172 media professionals in Round 1. The category ‘Best Media Buying Team of the Year’, which was introduced last year, was judged by 7 Specialist Jury members. The final round of judging saw Case Study Presentations being evaluated by 61 Marketing Leaders.  The 272 shortlisted entries were then judged by research specialists.

     

    In sum, this is how the winners stacked up:

    :: Mindshare with 340 points was “The Media Agency of the Year”.

    :: Wavemaker with 310 points stood second and Initiative with 135 points stood third.

    :: Hindustan Unilever Limited was declared as “The Media Client of the Year”.

    :: The coveted Grand Emvie Award went to the following:

    :: Mediacom India bagged the Grand EMVIE for Procter & Gamble Hygiene and Health care Limited – Ariel – Now Its time Sons- Share the Load

    :: WatConsult bagged the Grand Emview for Ariston Thermo – Racold – Mind Your Language.

    :: The Best Implementation Team of the Year went to Street Talk – a division of Signpost India for Nestle – Nestle India – Bus Shelters that talk Coffee in the category ‘Best Media Innovation: Out of Home’.

     

    Speaking about the awards Partha Sinha, Chairperson – EMVIES Committee, The Advertising Club said: “Emvies are called the Oscars of media agency. Every year it is growing in stature and the primary reason for that is the quality of work. Every single agency had presented case studies of very high caliber and the global community will be able to access some of them through our tie-up with WARC. We are all very proud of the standard of work being done by Indian agencies and the Emvies S are a celebration of that pride. It is easily one of the signature events in Indian marketing and communication calendar.”

     

    Speaking about the changing dynamics of campaigns and the importance of being relevant, Punitha Arumugam, Digital Evangelist and Managing Committee Member, The Advertising Club added: “Emvies continues to scale and surprise with its excellence year after year. What has really been delightful in Emvies 2019 is agencies specialising in OOH and digital featuring in the top 10 agencies. And a digital entry also sharing the Grand Emvies. The awards are truly and surely reflecting the emerging media landscape in the country”

     

    The Advertising Club post the inputs obtained from the fraternity at the Emvies Town Hall Meeting introduced the following category of which the results are as under: –

    Best Media Innovation: Rural Activation

    :: Wavemaker bagged the first GOLD for Vodafone – Vodafone creating “WHEELS OF CHANGE” in rural Kerala.

    :: Wavemaker bagged the second GOLD for Colgate Swarna Ved Shakti – MAKING 3 CRORE PEOPLE IN UP EXPERIENCE THE BEST NATURAL TOOTHPASTE IN 45 DAYS.

    :: Initiative bagged the third GOLD for Dettol – India’s First Hygiene Parliament.

    :: Initiative bagged the BRONZE for Harpic – Making India Toilet Proud.

    :: There was no Silver awarded in this category.

     

    EMVIE 2019 RESUTLS

    EMVIE 2019 AGENCY OF THE YEAR

    EMVIE 2019 CLIENT OF THE YEAR

  • Mindshare, Madison, Hotstar, Aflle and Meesho max at the Mobile Marketing Association’s 2019 Smarties Excellence Awards

    Mindshare & HUL bag big @ Smarties

     

    By A Correspondent

     

    The Mobile Marketing Association (MMA) presented the 2019 Smarties India Awards, in Mumbai last Friday. The annual awards saw a line-up of 52 award recipients in mobile marketing as well as industry-focused categories, celebrating creativity, success, business impact and outstanding achievements across the mobile ecosystem.

     

    Mindshare India and Madison Communications led the most wins, receiving 17 and 9 awards respectively across 26 categories, ranging from Brand Awareness, Most Engaging Mobile Creative and Social Impact/Not for Profit, amongst others. In the industry awards segment, Hotstar was awarded ‘Publisher of the Year’, Mindshare India was recognised as ‘Agency of the Year’ while Hindustan Unilever Limited was recognised as the ‘Marketer of the Year’, and ‘Affle’ was awarded ‘Enabling Technology Company of the Year’. Meesho clinched two awards for ‘Best in Show’ for the campaign ‘When Women Joined Hands to Break Social Shackles’ and as ‘Brand of The Year’.

     

    The MMA #BuildtheFuture Forum was held prior to the Awards ceremony, where topics revolving around the adoption and leverage of technology to better understand the mobile marketing landscape were discussed.  Marketing to Gen Z in an age of user generated content, the cross-media reach of OTT vs. other media, leveraging data for precision marketing and how to leverage Mobile Voice were some of the themes around which eminent panellists from the  marketing ecosystem shared their perspectives.

     

    Said Moneka Khurana, Country Head, MMA India: “The MMA Forum and Smarties have, over time, created an industry ecosystem that brings the greatest marketing minds to one platform to identify and celebrate plethora of emerging talent and opportunities in the industry. It is exciting to see that marketers are truly starting to leverage mobile’s interactive capabilities to deliver real business results for brands. This year the quality of the winning campaigns highlight the growing significance of mobile and carves a promising future for the mobile marketing industry.”

     

    Added Ravi Santhanam, Chief Marketing Officer, HDFC Bank, who was Jury Chair :, “Innovation is key in the delivery of good marketing campaigns, but with attention spans being under a second now, the marketer has to churn out more innovations in shorter periods. This year as a jury, we saw brands who showcased brilliant ideas which combined high impact execution and also led to real business ROI. It was a tough one to pick winners in every category, but one that the jury has thoroughly enjoyed and learnt from.”

     

    The winners were picked by a panel of judges who deliberated over the submissions across four main criteria – creativity, execution, strategy and most importantly, business impact. The jury comprised:

     

    :: Ravi Santhanam of HDFC Bank,

    :: Pawan Sarda of Future Group,

    :: Abhishek Desai of P&G,

    :: Amit Sethiya of Syska Group,

    :: Asha Kharga of Axis Bank,

    :: Deepali Naair of IBM India & South Asia,

    :: Gauravjeet Singh of Unilever,

    :: Jayraj Jadhav of TATA AIG,

    :: Neel Pandya of L’Oreal,

    :: Nipun Marya of Vivo,

    :: Punitha Arumugam of Hotstar,

    :: Ravi Desai of Amazon,

    :: Rohit Dadwal of MMA

    :: Sandeep Ranade of Kantar.

     

    Over 300 submissions were received for of which 99 shortlisted entries which set the bar for marketing strategy, innovation, creativity and use of technology in mobile marketing.

  • Automotive, drinks, financial services, FMCG, food and retail

    Warc reveals the ‘Best of the Best’ across six key categories

    By A Correspondent

     

    Warc has released a ‘Best of the Best’ ranking of campaigns, agencies and brands showcasing the best all-round performances in the automotive, drinks, financial services, FMCG, food and retail sectors.

     

    The six separate product category reports are based on the analysis of the combined data of the three annual Warc Rankings — the Creative 100, Effective 100 and Media 100 rankings — compiled from the results of the most prestigious and rigorous award shows of 2018.

     

    Said Amy Rodgers, Managing Editor, Research & Rankings, Warc: “These sector analyses, the last of a series of reports produced based on the results of the Warc Rankings, provide category intelligence and an industry benchmark showcasing the top all-round sector performers across creativity, effectiveness and media excellence.”

     

    Automotive category highlights:

    With Audi topping two of the three automotive rankings, it is no surprise that Audi not only ranked #1 as a brand, but its owner Volkswagen Group came out as top automotive advertiser.

     

    This success is reflected through the companies who worked with Audi, with BBH London ranked as the #1 agency with its campaign ‘Clowns’ topping the automotive creative ranking. Strong performances from PHD Worldwide agencies drove the network to the number one spot.

    #1 campaign for creativity: Clowns, Audi, BBH London

    #1 campaign for media: Lead Generation, Kia, Havas Media Madrid

    #1 campaign for effectiveness: Beauty and Brains, Audi, BBH London / Salmon London / MediaCom London / PHD London

    #1 agency: BBH London

    #1 agency network: PHD Worldwide

    #1 brand: Audi

    #1 advertiser: Volkswagen Group

     

    Drinks category highlights:

    In the top ten agencies for drinks, there is a three-way split between Auckland (3 agencies), London (3 agencies) and Latin America (3 agencies), with MediaCom Mexico City taking first place and Africa São Paulo second. Touché! Montreal is the only agency representing North America.

     

    With campaigns featuring in two of the three drinks rankings, Coca-Cola has topped the brands list and is ranked #2 in the drinks advertisers list. Anheuser-Busch InBev is in first place.

     

    In the drinks category, MediaCom Mexico City tops the agency list and its network, MediaCom, ranks #4. BBDO Worldwide leads through the contribution of a range of agencies including AMV BBDO London (#7) and Colenso BBDO Auckland (#8).

    #1 campaign for creativity: Tagwords, Budweiser, Africa São Paulo

    #1 campaign for media: The Awesome Is Here, Cerveza Victoria, MediaCom Mexico City

    #1 campaign for effectiveness: No More Excuses, Heineken, Publicis Milan / POKE London / Starcom Amsterdam / Publicis London

    #1 agency: MediaCom Mexico City

    #1 agency network: BBDO Worldwide

    #1 brand: Coca-Cola

    #1 advertiser: Anheuser-Busch InBev

     

    Financial Services category highlights:

    Due to the long-term success of Fearless Girl, which topped both the Creative and Effective 100 for financial services, State Street Global Advisors ranks #1 for brands and its owner State Street Corporation leads the advertiser rankings in the financial services sector.

     

    Following on from this success, McCann New York, which worked on the campaign, tops the agency ranking and McCann Worldgroup is ranked #1 network with its agencies in Sydney, New Delhi and Mumbai also contributing to its success

    #1 campaign for creativity: Fearless Girl, State Street Global Advisors, McCann New York

    #1 campaign for media: The Animals’ Own Emergency Number, DNB, TRY/APT Oslo

    #1 campaign for effectiveness: The Impact of Fearless Girl, State Street Global Advisors, McCann New York

    #1 agency: McCann New York

    #1 agency network: McCann Worldgroup

    #1 brand: State Street Global Advisors

    #1 advertiser: State Street Corporation

     

    FMCG category highlights:

    With Colenso BBDO and AMV BBDO London taking first and second place in the FMCG sector agencies’ ranking, it is no surprise that BBDO Worldwide is the top network, ahead of MediaCom in second.

     

    Whilst Pedigree topped the FMCG brands list, this performance could only drive its owner Mars to #3 advertiser with Procter & Gamble ranked #1 through the performance of brands including Gillette, Procter & Gamble and Tide.

    #1 campaign for creativity: #Bloodnormal, Bodyform/Libresse, AMV BBDO London

    #1 campaign for media: I Don’t Roll On Shabbos, Gillette, MediaCom Connections Tel Aviv

    #1 campaign for effectiveness: Healthy Hands Chalk Sticks, Savlon, Ogilvy Mumbai

    #1 agency: Colenso BBDO Auckland

    #1 agency network: BBDO Worldwide

    #1 brand: Pedigree

    #1 advertiser: Procter & Gamble

     

    Food category highlights:

    Skittles is the top brand with campaigns featuring across all three food rankings: Exclusive The Rainbow #1 for creative, Let Out The Sour #1 for media and Breaking Conventions With Pride joint #4 for effectiveness.

     

    The agencies that worked on the winning Skittles campaigns all feature in the top ten agencies’ league table. The highest ranked is adam&eve DDB London, with work for Skittles as well as Marmite. DDB Chicago, which worked on the Exclusive The Rainbow is ranked #2. The success of these agencies alongside DDB’s offices in Paris, Johannesburg, Mexico and Moscow propelled DDB Worldwide to top network.

    #1 campaign for creativity: Exclusive The Rainbow, Skittles, DDB Chicago

    #1 campaign for media: Let Out The Sour, Skittles, MediaCom Dubai

    #1 campaign for effectiveness: Cheetos Museum, Cheetos, Goodby Silverstein & Partners San Francisco / OMD New York

    #1 agency: adam&eveDDB London

    #1 agency network: DDB Worldwide

    #1 brand: Skittles

    #1 advertiser: Mars

     

    Retail category highlights:

    Mindshare Shanghai tops the agency list for retail having contributed to three of the top ten campaigns in the category in the Media 100 ranking, driving Mindshare Worldwide to #2 network.

     

    Ogilvy is ranked #1 retail network, in part due to DAVID Miami’s work on Google Home of the Whopper, which came second in both the retail Creative 100 and Effective 100. This, along with Scary Clown Night (#1 creative campaign) meant that Burger King topped the retail brand list, with its owner Restaurant Brands International leading the retail advertisers table.

    #1 campaign for creativity: Scary Clown Night, Burger King, LOLA MullenLowe Madrid

    #1 campaign for media: Turning KFC Into Gamers Playground, KFC, Mindshare Shanghai

    #1 campaign for effectiveness: How Lidl Grew A Lot, Lidl, TBWA\London / Starcom London

    #1 agency: Mindshare Shanghai

    #1 agency network: Ogilvy

    #1 brand: Burger King

    #1 advertiser: Restaurant Brands International

     

     

  • The GroupM veteran is said to be moving on, with a blockchain start-up.

    GroupM strongman G-Man quits. Blockchain startup beckons

    By A Correspondent

     

    Gowthaman Ragothaman aka G-Man

    The name’s Gowthaman Ragothaman. Better known to the world as G-Man. With or without the hyphenation. The GroupM veteran is said to be moving on, with a blockchain start-up.

    For over two decades, Ragothaman has been crunching numbers – at HTA, Mindshare, Fulcrum and then the entire agency which he led for some years until he moved to Singapore for a role specially created for him – Chief Client Officer. A few elevations later, he was tasked with leading the global mandate for FAST, converging deliveries for client performance. He was also Global Client Lead of Team PepsiCo before taking on the additional charge of Global Blockchain Solutions Lead at GroupM.

     

    A message to G-Man got us no reply, but he has messaged a few friends in the business informing them of his decision. At 50, he clearly believes the time is right to do something of his and blockchain clearly excites him.

    Yehi hai right choice, we would say, recalling the popular adline of yore of Pepsi in India, a client he served for eons.

  • Next phase will see the integration of payments to publishers and inclusion of more performance metrics in smart contracts

    Mindshare’s programmatic supply chain reconciliation drives up numbers for PepsiCo

    By A Correspondent

     

    Mindshare has reported success in providing seamless end-to-end reconciliation of the programmatic supply chain using blockchain for PepsiCo in partnership with Zilliqa Research, Rubicon Project, MediaMath and Integral Ad Science.

     

    The test ran in March 2019 in Asia Pacific with control versus test budget to measure its benefits. Mindshare, notes a communique, observed up to 28 per cent increased efficiency in terms of costs for viewable impressions, in running the campaign through smart contracts, versus one without.

     

    Said Gowthaman Ragothaman, Global Lead for blockchain across GroupM: “The impact on marketing budgets and the performance brings great value to the advertiser. We will expand the alliance and keep developing more features on the smart contracts to include more media performance metrics to make it even more effective.”

     

    Commenting on the results, Farida Shakhshir, Director of Consumer Engagement for PepsiCo AMENA said: “We are happy to be partnering with Mindshare to test the application and value add of blockchain in media. It is key that we stay abreast of new technologies, and continue to advance transparency, viewability, brand safety and buying efficiency. The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact.”

     

    Added Erich Wasserman, co-founder and head of strategic business development at MediaMath: “We are delighted by this partnership as it matures solutions that further the promises of transparency and performance in programmatic marketing. We look forward to growing the addressable data and media supply chain that can take full advantage of the powerful optimization tools that buy-side platforms afford advertisers.”

     

    Said Max Kantelia, Co-Founder of Zilliqa Research: “We are proud to work with Mindshare and other leaders and influencers within the global media landscape. This alliance illustrates the power of smart contracts and serves as a reminder that blockchain can drive business benefits to industries beyond just finance. As Project Proton unfolds, we eagerly await to assess its impact and how we could – along with Mindshare’s expertise and insights – develop it on our scalable and secure platform.”

     

     

  • On the occasion of World Oral Health Day, Sensodyne brought virtual dentists closer to the public, in order to give them the best oral care advice

    Mindshare creates ‘senso-bot’ for oral care advice

     

     

    On the occasion of World Oral Health Day, Sensodyne brought virtual dentists closer to the public, in order to give them the best oral care advice. To do this, Mindshare created a chatbot, which when invoked through Google Assistant, by simply saying ‘Hello Sensodyne’, discussed oral care problems with users.

     

    Ruchi Mathur

    Said Ruchi Mathur, Senior Vice President, Client Leadership, Mindshare North & East: “Our constant endeavour is to deliver solutions that are rooted in relevant consumer insights and create a strong impact for our brands in the marketplace. While many brands in the industry have been using conversational UI to deliver campaigns, we wanted to link it to a tangible benefit for the consumer. This troika of partnership between Sensodyne, Lybrate and Google Voice helped us create this industry first.”

     

    Added Anurita Chopra, Area Marketing Director, Oral Health, GSK Consumer Healthcare: “Tooth Sensitivity is a common condition not only in India but around the world. The lack of awareness of this condition makes many consumers give up the simple pleasures of enjoying their favorite food and drinks. We are excited to launch this breakthrough, first-of-its-kind tech innovation ‘Hello Sensodyne’ that will address queries of individuals on tooth sensitivity and allow them to take actions towards leading a sensitivity free life.”

     

     

  • Brings Mallika Dua on ‘live’ video-chat to urge wrong-doers to correct themselves, as part of Idea 4G #IndiaKaLiveNetwork campaign

    Mindshare and Idea launch AI led video-chat bot ad to educate users

    By A Correspondent

     

    Mindshare has launched an interactive campaign with Mallika Dua – a leading comedian and social media influencer, as part of Idea 4G #IndiaKaLiveNetwork initiative. The campaign is an attempt to bring alive the experience of video calling with a renowned celebrity in real time.

     

    Mindshare and Idea 4G unveiled a distinctive voice-enabled AI-led interactive video chat bot ad campaign that enabled millions of users to interview Dua.  This has never been attempted before in the digital mobile ad-space, and was co-created by mCanvas, the experiential storytelling ad platform for small screens.

     

    Speaking about the launch of the campaign Niraj Ruparel, National Head – Mobile, Mindshare India said: “We at Mindshare always look forward to crafting innovative and effective solutions for brands. Idea, as a brand, does not shy away from taking an unconventional path when it comes to communication. With the video-chat bot ad we have come together to create a first of its kind innovation on an effective platform. By leveraging on Mallika Dua’s popularity, and Idea’s 4G network, we are hopeful of bringing about a change in people’s behaviour, and habits, as well as encourage more people to go Live to highlight societal issues.”

     

    Added Sunita Bangard, President Marketing Vodafone Idea Ltd: “Over the years, brand Idea has built a strong reputation for creating purposeful, conscientious campaigns that encourage change for the betterment of society. The Idea 4G #IndiaKaLiveNetwork campaign highlighted the power of streaming live videos over Idea’s robust 4G network thereby driving a positive change in behaviour among citizens. In its endeavor to engage with the digital natives, Brand Idea has always tried digital first initiatives for our ATL campaigns, many of which have been appreciated and rewarded at various digital forums. Our innovative AI and ML aided campaign has set new benchmarks in digital advertising.”