MxMIndia

Tag: Mindshare

  • 90% consumers use only mobile devices in their path to purchase for Travel, Music and Movies*

    Yahoo-Mindshare study analyses online shopping behavior of Indian consumers

    By A Correspondent

     

    Yahoo and Mindshare announced the findings of their joint study of the India market: ‘Mobile Consumer Journey – 2016’. The study is based on research of users’ shopping behavior across devices for 31 different categories including travel, electronic devices and consumer packaged goods. Findings highlight the dominant play of mobile devices in the consumer’s purchase decisions.

     

    The study throws light on the role of mobile in a consumer’s purchase journey – how the devices get used in different stages, key drivers and barriers to the final purchase decision, consumers’ preferences of how to buy and where to buy, top selling categories on mobile, and cities that see the most mobile transactions. The study aims to equip marketers with insights on India, to sharpen their digital and mobile commerce initiatives and build a strong mobile strategy.

     

    Commenting on the findings, M A Parthasarathy, Chief Product Officer, Mindshare South Asia said, “The ecommerce landscape in India is perhaps the most dynamic in the world, largely due to the rapidly evolving mobile ecosystem. This research highlights the role of mobile from the top of funnel to the bottom and how it varies across product categories. It will help us develop sharper, more connected communication strategies for brands.”

     

    Francis Che, Head of Insights, APAC, Yahoo added, “The study shows that the consumer path-to-purchase is turning more complex and nonlinear, with mobile at the center of this evolution. As mobile devices become more important in the consumer’s last mile of purchase decision, brands need to build targeted, more seamless shopping experience across all channels to strengthen sales and acquire new customers.”

     

    Key findings from the study:

    1. Drivers and barriers of online transactions:

    a. 31 per cent of online shoppers cite saving time or effort as their main reason for shopping online.

    b. Attractive discounts and promotions is another key driver as stated by 28 per cent of online shoppers.

    c. 21 per cent cite the convenience to shop anywhere, anytime as a big draw.

     

    The barriers that keep them away from shopping online include – non-authentic goods, unreliable delivery and lack of quality control.

    2. A city-wise break-up for mobile transactions show that 75 per cent online shoppers in Kolkata are open to mobile transactions followed by Chennai with 64 and Delhi with 57 per cent. Surprisingly online shoppers in metros like Mumbai & Bangalore seem more ‘cautiously open’ with less than 35 per cent of them preferring mobile transactions over other mode of payments.

     

    3. Mobile “browse” tends to convert to mobile “buy”

    a. Of the total number of consumers browsing for products on mobile, 79% prefer buying on a mobile device compared to 9% on PC/laptop and 12% in a physical store.

    b. Clearly, brands have a big window of opportunity – from creating awareness to final purchase decision – to connect and engage with their target audiences on mobile devices.

     

    4. Distinctive consumer journeys by category Online shoppers are more likely to use their mobile device to make regular or impulse purchases rather than expensive, high consideration purchases.

    a. Over 90% of the consumers use mobile devices for quick and frequent purchases of Travel, Music & Movies.

    b. 36% consumers prefer buying high-consideration products like Insurance on their PC/ Laptop. 24% consumers prefer buying health supplements on PC/ Laptop.

    c. Categories with significant in-store purchases include Personal Hygiene (30%) & Luxury Accessories (27%).

     

    5. Categories on the high growth quadrant – ranked by number of consumers buying them on mobile over other modes – include apparel, electronic devices, baby and pet care products. Users are less likely to buy financial services products on mobile as they see these as more complex purchase decisions.

     

  • GroupM won the account following a competitive pitch, which included the incumbent IPG, Starcom, Havas, and Zenith

    GroupM wins media mandate of Malaysia Airlines

    By A Correspondent

     

    GroupM along with Mindshare and m/SIX, has been appointed in Malaysia as the media agency for Malaysia Airlines. Malaysia Airlines is the national flag carrier of Malaysia and a member of the oneworld airline alliance.

     

    GroupM won the account following a competitive pitch, which included the incumbent IPG, Starcom, Havas, and Zenith. The appointment is effective May 1st 2016, and covers Global Channel Planning, Media Buying and Optimization, and Search Engine Marketing and Re-marketing. The entire global digital buying will be done by the Malaysia office.

     

    The win came on the back of Mindshare and m/SIX pitching a proprietary framework “AIR” to Malaysia Airlines, that provides the client with dynamic audience segmentation and targeting capabilities.

     

    Girish Menon, CEO of GroupM Malaysia said: “Malaysia Airlines is the most prestigious global Malaysian brand. We are excited to be their business partner. This appointment is a testament of the teams’ understanding of the dynamic consumer journey, and applying the insights through effective use of real time data and technology. With our proprietary planning framework of Adaptive Marketing, the team helped in sharing breakthrough ideas to the client.”

     

    Grace Chan, Head of Group Branding and Communication, Malaysia Airlines added: “We are excited and looking forward to working with GroupM, who has clearly demonstrated adaptive strategic thinking using their proprietary framework and capabilities. We will be working with the best of the resources from the group as Team MH.”

     

     

     

  • Entries leapfrog, but few Golds and no Grand Prix, as Publicis' 'Khali' ad wins new 'Best in Category' award

    JWT India, Mindshare top Abby 2016 tally

     

    By A Correspondent

     

    “It’s a hat-trick and we are proud of it,” said Senthil Kumar, Chief Creative Officer, JWT South Asia when he learnt that his agency had bagged the maximum number of metals. Santosh Padhi, Co-founder and Chief Creative Officer at Taproot Dentsu, was elated by his team’s showing. Though a not-so-distant first runner-up, Paddy, as Padhi is known in the industry, accepted the kudos and then said: “We are a small organisation with just 40 people and have won 40 awards. Imagine if we had a 2,000-member staff.” For Prasanth Kumar, CEO, Mindshare South Asia, a rich haul of 17 metals at the Media Abby is a continuation of the agency’s winning ways after last year’s Emvies Awards.

     

    Although the knowledge sessions are big draws in every edition of Goafest, the buzz-creator is always the Abby Awards. This year has been the best ever for the Abby in terms of the number of entries. There were 4,460 entries sent in by 299 organisations for the Creative and Media Abby Awards. In 2015, this number was 3,475. But while the number of Silver metals in the Creative categories have increased from 107 last year to 134 this year, and 180 Bronzes last year to 245 this year, there has been a sharp fall in the number of Gold Abbys given out. There were 71 Gold Metals given out last year and in 2016, the number is just 38. Also, last year, there was one Grand Prix winner, but this year there have been none.

     

    So are we saying that in a country of a billion-plus people where we pride ourselves on creative output and storytelling skills, the standards of creative work have fallen? Ajay Chandwani, a member of the Awards Governing Council, said it’s possibly not correct to say that. But added that the jury was indeed tough on what should be winning awards. “Grand Prix indicates a significant change in paradigm in a category,” he said.

     

    A new award was instituted this year which can loosely be defined as falling between a Gold and a Grand Prix. It’s called the Best in Medium or Category, and the Ambuja Cements ad, starring WWE star Khali and created by Publicis Communication, bagged the award. There was only one Best in Category award given away this year.

     

    Two new categories were introduced this year, one in keeping with the growing awareness that ads need to be gender-sensitive, and the other was called the Young Abby where the winners received an all-expenses paid trip to the Cannes Lions.

     

    Interestingly, and even though all the agencies entered the awards separately, Goafest 2017 saw the emergence of Dentsu Aegis Network as a serious contender on the awards circuit with 6 Golds, 32 Silvers and 45 Bronze metals aggregating a total of 83 metals.

     

    On Day 2 of the Abby Awards, Piyush Pandey, Ogilvy India Executive Chairman and Creative Director and Times of India group Managing Director Vineet Jain were felicitated.

     

  • The agency won 12 awards across multiple categories, markets and clients in the regional competition

    Mindshare wins big at FOM APAC Awards

    By A Correspondent

     

    Mindshare has been named the Agency Network of the Year at the Festival of Media Asia Pacific Awards 2016.

     

    The agency won 12 awards across multiple categories, markets and clients in the regional competition, and took home the most Gold trophies on the night:

    :: Best Targeted Campaign (Gold) for KFC – How KFC Won with China’s Gamers, China

     

    :: Best Use of Mobile (Gold) for Heineken – Where Next? Let Heineken Lead You, Malaysia

     

    :: Best Use of Mobile (Bronze) for Unilever, Sunlight – Sunlight Mobile Campaign, Sri Lanka

     

    :: Best Content Creation (Bronze) for Brooke Bond Red Label – Stories of Togetherness, India

     

    :: Best Social Media Strategy (Silver) for Showcase – Foxtel Game of Thrones -Home of Thrones, Australia

     

    :: Best Use of Digital Media (Silver) for KFC – How KFC Won with China’s Gamers, China

     

    :: The Creative Use of Media Award (Silver) for Walt Disney, Marvel – Marvel’s Ant-Man: Heroes Don’t Get Any Bigger, Singapore

     

    :: Best Experiential Campaign (Silver) for Hindustan Unilever, Surf Excel – Eco Ganesha, India

     

    :: The Effectiveness Award (Silver) for Hindustan Unilever, Kissan Tomato Ketchup – Kissanpur – Where Experiences Happen, India

     

    :: The Utility/Public Service Award (Silver) for Hindustan Unilever, Surf Excel – Eco Ganesha, India

     

    :: Twitter Live Marketing (Gold) for PepsiCo, Lay’s – When Google Maps went beyond giving directions to people. It unlocked a treasure. Thanks to Lay’s, India

     

    :: Twitter Live Marketing (Silver) for PepsiCo, Pepsi – Pepsi’s Preemptive Strike on Social Media, India

     

    In addition to the APAC title, Mindshare India was also awarded Agency of the Year.

     

    Ashutosh Srivastava, Chairman & CEO of AMEA & Russia/CIS at Mindshare said: “I’m delighted to see work being recognized from such a large number of our offices in the region. It underlines the fact that our network continues to be streets ahead of others on quality and depth of talent in this part of the world and lead the market. The India team was outstanding again. It was also great to see the caliber of the winning and shortlisted work from China, Malaysia, Australia, Singapore, the small yet highly talented Sri Lanka team. Big congratulations to our teams and equally to our clients who back their ideas, and encourage their creativity. ”

     

    Prasanth Kumar

    Prasanth Kumar, CEO, Mindshare South Asia commented “It is a great honor and encouragement to have competed and won against some incredible work across the APAC media industry.  The effort of each and every team member has contributed to our success at the Festival of Media Awards 2016. It is our constant endeavor to raise standards, challenge staus quo and innovate marketing frameworks to create landmark campaigns for clients.  We have had a fantastic 2015 and the agenda for 2016 is to keep the momentum going.”

     

  • Rooney's new role will have him overseeing all aspects of growth across the agency, and he will work closely with Mindshare’s leadership team to optimize their product development, business plans, and create new revenue streams

    Mindshare appoints Kevin Rooney as Chief Growth Officer

    By A Correspondent

     

    Kevin Rooney

    Mindshare APAC has appointed Kevin Rooney to the role of Chief Growth Officer, Mindshare Asia Pacific.

     

    He takes on this new role in addition to his current position as Managing Director, m/six Asia Pacific, the group’s boutique agency, which has seen rapid growth since opening their doors in 2013.  With over 50 clients, across their four markets (Malaysia, Indonesia, India & Singapore), m/six has been pound for pound the most successful agency in GroupM, and this move will bring the highly successful growth model that m/six cultivated to Mindshare.

     

    Rooney’s new role will have him overseeing all aspects of growth across the agency, and he will work closely with Mindshare’s leadership team to optimize their product development, business plans, and create new revenue streams.

     

    With nearly 12 years’ experience within WPP roles across North America, Global and APAC, in both management and business development positions, Rooney is well placed to drive Mindshare’s growth in the region.

     

    Ashutosh Srivastava, CEO, AMEA & Russia/CIS, commented on the appointment: “Running a start-up agency is a difficult venture, and Kevin has proven with m/six that passion and agility can lead to an excellent track record for both an agency and their clients.  I am delighted to have him working with us again and look forward to having him bring this same spirit and mindset to Mindshare.”

     

    Rooney takes over from Wendy Walker, who left the agency to become CMO of Manulife in July of 2015.

     

  • The campaign is being promoted via social media platforms including Facebook, Twitter and Instagram

    Mindshare and FoxyMoron unveil campaign for Moto 360

    By A Correspondent

     

    Motorola’s new digital campaign #MotoGraph360, launched for its smartwatch Moto 360 (2nd Gen) highlights the exquisite features of the watch in the form of five different stories. Conceptualized by Motorola’s digital marketing agency Mindshare in partnership with FoxyMoron for digital creative duties, the campaign has been brought to life by using cinemagraphs that are essentially a fusion of living photography and video where just one or two elements are in motion. The stories involve five influencers from different walks of life to capture the Moto 360 (2nd Gen) in their daily routine while showcasing the different features of the watch. The campaign is being promoted via social media platforms including Facebook, Twitter and Instagram.

     

    Speaking about the campaign, Rachna Lather, Marketing Head, Motorola India said, “With the launch of Moto 360 2nd Gen, we wanted to give our customers the ‘power to choose a watch that makes time’ for them. It does so by freeing them from constant notifications and disturbances and pay attention to what really matters in life i.e., their passions and relationships. Our agencies, Mindshare and FoxyMoron suggested an interesting way that could depict the usage of the watch in our target buyers’ lives. The result was motographs 360, a beautiful collection of 5 stories told via cinemagraphs that bring out the features of the smartwatch and passions of those involved. We’ve been using innovative tools and campaigns to reach out to our customers and are glad to be the 1st brand in India to use this innovative technology.”

     

    Vinod Thadani, Chief Digital Officer, Mindshare said, “We at Mindshare thrive on exploring innovative ways of keeping our consumers engaged. In the limited attention span of consumers on social media today, the best way to break clutter is a disruptive format innovation. So we didn’t adopt trends but set the trend in true Motorola style. Cinemagraphs allowed us to capture the essence of Moto 360 watch and showcase the wide range of features it has to offer. Through the #MotoGraphs 360 campaign, our aim is to break the clutter and emphasize on what is really important to the consumers. The results seen are in keeping with the theme ‘Watch that makes time for you’ and make for a beautiful launch for the Moto 360 (2nd Gen).”

     

    Pratik Gupta, Co-founder, FoxyMoron said, “Brands today are constantly looking out for content that would halt your thumb from scrolling down your news feed. And I think cinemagraphs has that power to do so.  From mesmerizing movements to compelling contexts, it has brought a creative edge to visual storytelling. While globally it has been around for quite some time, this intriguing piece of content will become the next phenomenon in India.”

     

  • The power of media giants GroupM, Mindshare and big data start-up Crayon Data, will now be brought to Indian enterprises

    Crayon Data enters Indian market in alliance with GroupM / Mindshare

    By A Correspondent

     

    Mindshare, along with GroupM, announced that they will bring their global alliance with Crayon Data, among the most innovative global big data start-ups, to Indian enterprises.

     

    This comes hot on the heels of the announcement last week, of Ratan Tata’s investment in Crayon Data. Together, GroupM, Mindshare and Crayon Data aim to map the taste of millions of Indian consumers, which will allow enterprises to target consumers more precisely.

     

    “GroupM is changing the way marketers approach the business of media. Together with the WPP data alliance, bringing the Crayon Data proposition to India reflects our ambition to know more deeply than anyone else the tastes of Indian consumers and use that to help our clients target them better,” says CVL Srinivas, India CEO of GroupM.

     

    Commenting on this, Prasanth Kumar, CEO of Mindshare South Asia said, “Through this alliance, Mindshare’s proprietary data and research are further enriched with Crayon Data’s analytics. This will help us bring in both agility and adaptive solutions for our clients. Understanding the tastes and mind-set of consumers is extremely important and will be a great advantage for us especially since there is a strong focus on digital. In our journey to understand our consumers even better, this will be a great advantage.”

     

    Suresh Shankar, founder of Crayon Data, said, “As life goes digital, and choices proliferate in every aspect of our life, we will move to a world centred around personalisation, where companies understand tastes and preferences at an individual level, and use that to make choices simple and relevant for their consumers”.

     

    In India, the GroupM and Mindshare partnership with Crayon Data, will create a unique data coalition across media agencies and media owners, to deliver the vision of offering personalised choices to millions of Indian consumers.

     

  • Global unit to help clients capitalize on opportunities as digital transforms commerce

    Mindshare rolls out Shop+

    By A Correspondent

     

    Mindshare has rolled out Shop+, a unit dedicated to helping clients leverage real time data to apply adaptive marketing techniques to both in-store and online shopping.

     

    Shop+ covers all forms of commerce, from exploring beacons in physical stores to the latest adaptive pricing and promotion technologies being used by online retailers.

     

    Joe Migliozzi, MD, Mindshare North America, is global lead for Shop+ with support from Emma-Jane Steele and Charlotte Day-Lewin in the worldwide team based in London and Narayan Ivaturi in APAC. Combined the global Shop+ team is 12 people strong.

     

    Shop+ launches with the following partnerships, with more to be added in the coming months:

    • Checkout 51, a mobile coupon app for shoppers
    • InMarket, the world’s largest beacon proximity, location intelligence and mobile shopper marketing platform, reaching over 36MM beacon-enabled app users per month in every major U.S. retail location.
    • Footmarks, a leading enterprise awareness (beacons) platform provider

     

    Norm Johnston, Chief Digital and Strategy Officer, Mindshare Worldwide, said: “We are at the beginning of a third wave in digital marketing, with exponential growth in new data sources and technology, which is why we recently launched Life+ to help brands explore their role in the emerging Internet of Things. These same dramatic changes are happening in retail, and we intend to help our clients be at the forefront of digital and data innovation in both offline and online shopping.”

     

    Joe Migliozzi, Shop+ Leader at Mindshare said: “Digital technology continues to dramatically change retail, from online to mobile to in-store. Despite all these separate evolving channels, the consumer doesn’t see a distinction between online and offline shopping. It is one experience and brands must integrate all brand and shopper media across all channels to communicate a strong and consistent message from awareness all the way to conversion.”

     

  • Singapore based Crayon Data joins Mindshare and industry leaders GroupM, Kantar, WPP Data Alliance and Jivox to create revolutionary, real-time marketing solutions

    Mindshare chooses Crayon Data to unveil FAST

    By A Correspondent

     

    In 2014, Crayon Data, one of the most innovative big data start-ups in the world, entered into a partnership with Mindshare to develop real time targeting solutions. Mindshare and Crayon brought together formidable synergies. They incorporated Crayon’s SimplerChoicesTM platform and algorithm based ad-targeting and personalization capabilities and Mindshare’s marketing ability, to form a single proposition to clients. The vision was to work together to build new products effectively integrating Mindshare’s digital assets and data into Crayon’s SimplerChoicesTM platform to build innovative products.

     

    Last week, this partnership bore fruit with the launch of FAST (Future Adaptive Specialist Team) Services - a unique solution suite, which aims to provide data led adaptive marketing services to brands. This suite will help brands make sense of the deluge of data that is engulfing marketing communications.

     

    “Marketers are drowning in data, struggling with how to best exploit it, to connect with consumers in mutually desirable ways,” said Gowthaman Ragothaman, Chief Operating Officer, Mindshare Asia Pacific.

     

    An enterprise’s internal data is not sufficient to understand how consumers’ tastes are evolving and what is relevant at the moment. Crayon Data’s proprietary platform, SimplerChoicesTM, harnesses the power of big data and uses complex machine-learning techniques, to apply cognitive thinking algorithms to collected data. This provides a lethal storehouse of information and insights for FAST.

     

    The launch of FAST in Singapore, is a response to the growing demand in emerging markets for data-led marketing initiatives.

     

    Suresh Shankar, founder of Crayon Data, said, “Media, analytics and behaviour is all going digital, and choices are proliferating, in every aspect of our life from media to daily decisions. Combining Mindshare’s proprietary data and research with Crayon’s data collection and analytical capability means even greater adaptive solutions for marketers. With Crayon, FAST has the ability to build real-time profiles and personalised engagement solutions for enterprises to offer to their consumers. There’s a data storm coming. FAST is every marketer’s bunker to weather it.”

     

    FAST’s solutions currently target five vertical market segments: consumer packaged goods (CPG), banking, consumer healthcare, telecommunications and automotive.

     

  • Within two months of launch, the app has already gathered over 2 million users and continues to grow rapidly

    Mindshare bags the media mandate for Byju’s Classes

    By A Correspondent

     

    Mindshare has been appointed the media partner for Byju’s – The Learning App. This account will be handled out of the Mumbai office.

     

    Byju’s – is India’s largest education technology company and a subsidiary brand of Think and Learn Pvt. Ltd. It was founded by Byju Raveendran and is backed by Sequoia Capital and Dr. Ranjan Pai and T.V. Mohandas Pai of Manipal Group. Byju’s – The Learning app is disrupting the way millions of students learn across School Education and Test Prep. Within two months of launch, the app has already gathered over 2 million users and continues to grow rapidly.

     

    Prasanth Kumar

    Commenting on the win, Prasanth Kumar, CEO, Mindshare South Asia said, “We are extremely glad to associate with Byju’s Classes. With the growth seen in the digital industry, we are channelizing our services and talent towards frameworks and tools that include adaptive and real- time marketing, giving our clients the edge in an ever-evolving media market.”

     

    Byju Raveendran, Founder CEO said, “Mindshare demonstrated their ability to transform consumer understanding in to a strategic vision for the brand and bringing it alive through their original thinking framework. This partnership with Mindshare will definitely be a positive one and we look forward to building Think and Learn as the largest online education institution”.

     

  • This account will be handled out of the Mindshare Chennai office under the leadership of Sriram Sharma, Leader – South, Mindshare

    Mindshare wins media duties for HCL TalentCare

    By A Correspondent

     

    Media agency Mindshare has bagged the media duties for HCL TalentCare, part of HCL Corportion, and will hence be looking into the media planningand buying services for the brand.

     

    Commenting on the win, Prasanth Kumar, CEO, Mindshare South Asia said, “ We are absolutely thrilled to be working with HCL Talent Care. Mindshare has always been a forerunner in innovating media solutions for our clients and look forward to adding value to this iconic brand and delivering notable solutions.”

     

    Commenting on launch of the first campaign with Mindshare, Vijay Iyer, Chief Business Officer, HCL TalentCare said, ‘’Mindshare has provided us the right platform to reach out to our audiences and provide good visibility to  our campaign ‘Life Badlo Boss’. Life Badlo Boss is all about this transformational journey that a student undergoes with us at HCL TalentCare and sums up our efforts to be a career launch pad for students and offer Talent on Demand to enterprise clients.’’

     

    This account will be handled out of the Mindshare Chennai office under the leadership of Sriram Sharma, Leader – South, Mindshare.

     

  • Mindshare topped the award tally with four golds and Agency of the Year in mobile; PepsiCo declared Marketer of the Year

    Mindshare, Pepsico win big at Smarties

     

    By A Correspondent

     

    The Mobile Marketing Association Forum (MMAF) Delhi 2015, came to a close with the announcement of the Smarties India 2015 awards. Gold, Silver, and Bronze award winners were announced in 15 categories ranging from Brand Awareness to Cross Media Integration. In addition to the category awards, the Smarties India 2015 also introduced the Blue industry awards that included Agency of the Year in Mobile, Marketer of the Year in Mobile, Publisher/Media of the Year in Mobile, Enabling Technology Company of the Year in Mobile and Best in show titles.

     

    Mindshare and PepsiCo were the big winners for the night. Mindshare led the race with 4 Golds winning the Agency of the Year in Mobile Award while PepsiCo was chosen as the Marketer of the Year in Mobile. The other winners for the night included Facebook as the Publisher/Media of the Year in Mobile, Paytm as the Enabling Technology Company of the Year in Mobile and the Best in Show award was shared by Red Fuse Communications for their campaign ‘Spreading a Million Smiles with a Mobile’ and Mindshare India for ‘Lays hid the Treasure Hunt inside Google Maps’.

     

    “I’d like to congratulate all the award winners. I think I speak not only for myself but also on behalf of the Jury when I say that we were really impressed with the entries this year. They were truly representative of the innovation that drives the mobile marketing industry and great work that’s happening across India. We hope to inspire marketers to further push the envelope in their own campaigns and look forward to more innovations and participation in the future.” said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific.

     

    Commenting on the wins Prasanth Kumar, CEO South Asia said, “I must admit, this year is turning into a great run for us.  I would firstly like to thank my team, our esteem clients and our partners who help us to do better. We are extremely happy to win the ‘Agency of the Year in Mobile’ award this year and have been able display wins across brands and also across categories. We will continue to do exemplary work for our clients in adaptive marketing strategies and solutions with best in class service standards.”

     

    The 2015 Smarties India Blue Industry Awards Winners:

     

    The 2015 Smarties India Awards Winners:

    Â