MxMIndia

Tag: Omnicom

  • Interestingly, the communique was emailed to us by Value360, and not the Omnicom group’s PR arms in India

    Omnicom announces 4 Centres of Excellence in India

    Omnicom, the global marketing services conglomerate, has announced the expansion of its Global Solutions Centres of Excellence with the opening of three new campus locations in Bengaluru, Chennai, and Gurugram. A fourth location will be opened in Hyderabad in October.

    Notes a communique: “Designed to accommodate Omnicom’s expanding footprint and global client solutions capabilities, these centers of excellence will house a diverse talent pool of over 5,500 colleagues. The newly built, state-of-the-art offices will provide best-in-class collaborative environments for Omnicom’s talent in India. Through their expertise in media, data and analytics, creative, digital commerce, marketing technology, and AI, Omnicom’s Global Solutions Centres will support our agencies around the world, driving more value and efficiencies for our clients.”

    Said John Wren, Chairman and CEO, Omnicom: “India is a country of creativity and technology with diverse, dynamic and talented people… Our India operations are helping us transform from within, improving our client offerings and providing operating efficiencies. We are rapidly scaling and will continue to increase the number of colleagues in Omnicom’s Global Solutions Centres over the next few years, making them a key component of Omnicom’s growth.”

    Interestingly, the communique was emailed to us by Value360, an independent communications agency which has been rising in business and stature in recent years. Note: not FleishmanHillard or the soon-rumoured-to-shutter (but yet in existence) KetchumSampark that are part of Omnicom’s Communications Consultancy Network that in turn runs the Omnicom Public Relations Group. And not even some of the others in the group who frequently disseminate news and info to the media.

    We don’t whether we should read more into this engagement of Value360 for an Omnicom release, but we’ll leave that to speculation and announcements, if at all.

  • At the time of writing, there has been no communication from Ketchum Sampark, Ketchum or Omnicom. So we don’t really know how the developments are going to be projected and/or dressed up

    Curtains for Ketchum Sampark?

    On April 30, we received a communique from an executive at Ketchum Sampark for a financial services major. The signature in the email said that agency was the winner of PRWeek’s Best Places to Work survey in 2022. For, since then it appears to be a downward slide for the agency that Bela Rajan founded in 1994 and husband N S Rajan joined her to take it to dizzying heights.

    Earlier this week, the teams were told that the agency will shut shop, a majority of the team would need to leave, and a few key folks will service clients as they merge with the network’s PR agency FleishmanHillard (FH). FH doesn’t really have much of a footprint in India, and when last heard some of the staff and clients of Ketchum Sampark were looking elsewhere.

    In its heydays, Sampark was counted among the Top 5 communication consultancies in the country, and in the Top 2/3 in financial and crisis communications. Some of the biggest names in the financial sector were clients of the Rajans. Even corporates like Bajaj Auto swore by Sampark and the Rajans.

    Little wonder that when Omnicom’s Ketchum was looking for a partner in India, the obvious choice was Sampark. In an interview with MxMIndia in December 2011, a few months after acquisition, Rajan told MxMIndia: “We have been working with Ketchum for more than three years now so this tie-up is actually a formalisation of our relationship. We have been very comfortable with the cultural match. I think philosophically, Ketchum and Sampark have always had the same focus in terms of client deliveries, choice of clients, etc so there were a lot of similarities between us.”

    The Rajans quit the agency in 2021, after 27 years of spearheading it. In August, a month-odd before their final goodbye, NS Rajan addressed his teams in a mail: ““Bela and I will surely watch from far and cheer the success of Ketchum Sampark and each one of you.” On Tuesday, when many of his team members were shocked to learn of the inevitable, Bela and NS were on a holiday in distant Scotland. We are sure the evening would’ve ended in a stiff drink to rue the state of their loved one.

    At the time of publication, there has been no communication from Ketchum Sampark, Ketchum or Omnicom. So we don’t really know how the developments are going to be projected and/or dressed up.

    Staff, we hear, have been asked to report to work, and that it will be business as usual for another two months.

  • Of newly formed Omnicom Advertising Services

    Omnicom names DDB’s Aditya Kanthy CEO of all creative agencies

    By Our Staff

     

    Omnicom Chairman and CEO John Wren has named Aditya Kanthy as CEO of the newly formed Omnicom Advertising Services group in India. Kanthy will oversee Omnicom’s creative agencies in the region, focusing on talent, cross agency collaboration, and innovation to drive growth in one of the company’s fastest growing markets. The respective creative agencies within the group – DDB, BBDO and TBWA – will maintain their current branding in the Indian market.

     

    Noted a communique: “Omnicom Advertising Services will bring together the power of Omnicom to provide exceptional integrated solutions to meet the needs of clients in India. The group will capitalize on the top talent housed within its leading networks and work in partnership with other Omnicom agencies, such as Omnicom Media Group, to further strengthen Omnicom’s comprehensive offering in India. Omnicom recently announced the creation of large global capability centers with four campuses out of Bengaluru, Hyderabad, Chennai and Gururam.

     

    Said John Wren, Chairman and CEO, Omnicom:  “This year India will become the most populous nation on the planet. It is an important growth engine for Omnicom. By centralising the leadership of three creative powerhouses under Aditya, we will continue to build on our agencies’ strong foundations to deliver a wider breadth of capability and scale for our clients. Aditya brings deep experience to the newly created Omnicom Advertising Services, and our India operations is primed to thrive under his leadership.”

     

  • To create end-to-end media solutions for the business

    Omnicom wins mandate for Electrolux

    By Our Staff

     

    Omnicom Media Group (OMG) India has been appointed to manage the integrated media mandate for Electrolux. This will involve creating end-to-end media solutions for the business and accelerating its growth journey in the market.

     

    Notes a communique: “Team OMG will help Electrolux scale to new heights by drawing on its talent, strategic capabilities and data-driven approach; as the brand ramps up its proposition and presence in India to achieve sustainable growth.”

     

  • He will report to Kartik Sharma, Group CEO of OMG India

    Anand Chakravarthy joins Omnicom as Chief Growth Officer

    By Our Staff

     

    Anand Chakravarthy
    Anand Chakravarthy

    Omnicom Media Group (OMG) India has appointed Anand Chakravarthy as its new Chief Growth Officer. He will report to Kartik Sharma, Group CEO of OMG India.

     

    Speaking on his appointment, Kartik Sharma, CEO of Omnicom Media Group India, said, “I am delighted to welcome Anand on board. His extensive knowledge, values-based leadership style and commitment to delivering results will undoubtedly be a great asset to our business going forward. His work speaks for itself and shows that he has the propensity to lead and help companies capitalize on new growth opportunities in an emerging market.”

     

    Said Chakravarthy (Andy to friends and colleagues): “I am thrilled to be a part of OMG India and getting the opportunity to work with Kartik and his leadership team, for whom I have immense respect. OMG is recognized globally for its thought leadership and building future forward capabilities – a critical need in the industry today. Working in this ecosystem with this team and leveraging these capabilities to help brands evolve without any limitations is a fantastic opportunity. I look forward to fully committing to OMG’s vision and pushing the boundaries of innovation and growth.”

     

  • To highlight Influencer marketing insights

    Omnicom tables Omnifluence Report

    By Our Staff

     

    Omnicom Media Group India has tabled the Omnifluence Report to highlight key influencer marketing insights. A recent comparative data study on marketing to millennials and Gen-Z, initiated by OMG Content, using Omnifluence data powered by Qoruz, revealed some compelling information on Gen-Z consumer behaviour –

    :: Of all the Gen-Z individuals, only 13% follow celebrities, while about 86% of them prefer to follow Instagram influencers

    :: Influencers were segregated into different tiers based on their follower count and the study showed that mid-tier (50k – 500k) and nano tier (5k – 50k) had the largest Gen-Z following

    :: After delving into the different categories, it was revealed that Gen-Z were more drawn toward fashion, travel and cinema-based pages

    :: When comparing the millennial and Gen-Z demographics, the Gen-Z individuals follow about 97.9% of Instagram influencers and 13.1% of celebrities. On the other hand, millennials follow 52% of Instagram influencers and 47% of celebrities

     

    E-commerce is gaining large traction in the country and businesses are looking at ways to increase online presence and mobility, targeting various social media platforms. Patterns observed on social commerce platforms were also a part of the Omnifluence report. Here are some key takeaways:

    :: The study revealed that the platforms actively engaged in influencer marketing were Roposo, Trell and Meesho

    :: The highest number of content created by influencers went up on Roposo, Trell and Meesho

    :: For creators focusing on short video content, MX TakaTak, Josh and Moj were the most popular, each racking up huge numbers content-wise

     

    Speaking about the surge in the domain of influencer marketing, Shailja Saraswati Varghese, Chief Content Officer, Omnicom Media Group India, said: “Going through the compelling and decisive data found in the report, it becomes evident that social media has been playing a major role in the surge of e-commerce and influencers are leading the charge in that realm. Gen-Z constitutes a huge portion of the population in the world and tapping into the interests of the younger generation is an effective strategy for businesses to maximize reach. Influencer marketing has positioned itself as the most lucrative medium for that purpose and Omnifluence makes strategizing around it data-focused, easy and reliable.”

     

    The conclusive data in the report showcases how Omnifluence can assist with Planning, Real-Time Discovery, ROI management, Analytics and Campaign reporting for Brands and much more.

     

    Here’s a brief highlight of some of the benefits the intuitive platform offers:

    :: Discover the right influencers for your brand with the platform’s powerful suite of tools that match you with relevant candidates

    :: Obtain information on the best influencers, including average likes and comments, user engagement rate, views and more

    :: Connect with influencers directly on the platform for campaign briefs, negotiations etc.

    :: Get in-depth information on the success of a campaign and track progress, helping you optimize your strategies on the fly

     

    Added Priya Vivek, Managing Partner – Revenue at Qoruz – the company that powers the platform: “One must have access to the right set of data, backed by solid numbers and evidence, to make proper use of influencer reach. Omnifluence offers an extensive number of tools that can help a brand make smart decisions for its influencer marketing needs. It is no secret that influencers are here to stay and they will continue to play a crucial role in increasing brand exposure.

     

  • The PRCA GEC is composed of well-known practitioners, alongside two external expert members

    Nitin Mantri is on PRCA’s Global Ethics Council

    By A Correspondent

     

    The PRCA has launched its Global Ethics Council (PRCA GEC) to uphold and elevate ethical standards in the public relations and communications industry. Its inaugural Chairman is David Gallagher, International President of Omnicom, former Chairman of the PRCA, and former President of ICCO.

     

    The PRCA GEC is composed of well-known practitioners, alongside two external expert members.

     

    The PRCA GEC’s inaugural membership is:

    Chairman:

    David Gallagher. President, Growth and International Development of Omnicom Public Relations Group. Former Chairman of PRCA UK. Former President of ICCO.

     

    Members:

    Bob Pickard. Principal of Signal Communication Inc.

    Bridget von Holdt. Business Director of BCW. President of ICCO Africa.

    Claire Walker. CEO of Firefly Communications Group. Chairman of PRCA UK Professional Practices Committee.

    Francis Ingham. Director General of PRCA. Chief Executive of ICCO

    Gustavo Averbuj. CEO and Regional Director Latin America of Ketchum. Chairman of PRCA Latin America.

    Kim Sample. President of PR Council.

    Kiri Sinclair. Founder and CEO of Sinclair Comms. Former Chair of HKPR.

    Lee Nugent. Executive Vice President APAC of Archetype. Chairman of PRCA Southeast Asia.

    Mary Beth West. Senior Strategist of Fletcher Marketing PR.

    Massimo Moriconi. General Manager & Amministratore Delegato of OmnicomPRGroup Italy.

    Matt Neale. Global CEO of Golin. Former Chairman of PRCA UK.

    Nitin Mantri. Group CEO of Avian WE. President of ICCO. President of PRCAI.

    Omar Qirem. CEO of Edelman Middle East. Chairman of PRCA Middle East and North Africa.

    Philippa Foster Back OBE. Former Director of the Institute for Business Ethics

    Rob Flaherty. Chairman of Ketchum.

    Simon Goldsworthy. Former Professor of Public Relations and co-author of the forthcoming PR Ethics: The Real World Guide

    Stephane Billet, President of We Agency. Former President of SCRP.

     

  • Wendy Clark appointed Global CEO of Dentsu Aegis Network (DAN)

    Wendy Clark to join DAN as Global CEO in Sept

    By A Correspondent

     

    Dentsu Aegis Network (DAN  has announced the appointment of Wendy Clark as Global CEO of Dentsu Aegis Network.

     

    Clark brings almost 30 years’ of industry experience having worked for global brands such as The Coca-Cola Company and AT&T, as well as industry-leading agency roles. She joins Dentsu Aegis Network in September 2020 from Omnicom where she held the role of Global President & CEO for DDB Worldwide. Prior to Omnicom, Clark spent seven years at The Coca-Cola Company in global and regional operating roles, culminating in her promotion to Coca-Cola’s President of Sparkling Brands and Strategic Marketing.

     

    Wendy Clark

    Said Clark: “It’s both an incredible honour and deep responsibility to join DAN at this crucial time. Given such unprecedented global change it’s more important than ever that we’re completely focused on creating insightful, informed, important ideas for brands, businesses and their customers. The focused investments made by DAN over the last few years to acquire and grow the right assets, talent and capabilities, enabling modern marketing solutions, is undeniable and ready-made for today’s marketplace and beyond.”

     

    Clark will report to Tim Andree, Executive Chairman, Dentsu Aegis Network and will be appointed Executive Officer Dentsu Group Inc. at the same time as she joins the business in September with the approval of the Board of Dentsu Group Inc. Andree has been Executive Chairman of DAN since its founding in 2013, adding the CEO role to his responsibilities for the past 15 months, and he has lead the search process.

     

    Added Andree: “Following a thorough and considered global search, I am happy to welcome Wendy as our new CEO and look forward to working together to drive our ambitious agenda forward. With her combined experience of walking in the shoes of the client, coupled with her leadership in running a large global creative agency network, Wendy is the stand-out choice for the role. Her experience is hugely complementary to DAN’s growth plans over the coming decade where Dentsu’s long-standing history of client-centricity combined with an ability to deliver fully integrated solutions will be critical. Wendy will join us as the world is emerging from a period of unprecedented challenges. I am confident that her strong leadership style and comprehensive experience will inspire our people, connect with our clients to help drive their brands forward and continue our focus on providing integrated global solutions while building excellence into every part of the rapidly changing marketing ecosystem we serve.”

     

     

  • BBDO, Omnicom, Burger King & P&G top WARC ‘Best of the Best’

    By A Correspondent

    WARC has released the results of its first-ever ‘Best of the Best’ global index of excellence, to showcase the best all-round agencies and brands by aggregating results from across all three recently released WARC Rankings – Creative 100, Effective 100 and Media 100. No Indian agency or brand features in the Top 10.

    The WARC Rankings, successor to the Gunn Report and WARC 100, are annual rankings providing a global benchmark for campaign, agency, network, holding company, brand and advertisers’ success.

    The Best of the Best 2019 has been calculated by combining the 2018 results of the most prestigious and rigorous global and regional creative, effectiveness and media awards shows and competitions as determined by the industry following a worldwide survey and consultation.

    Said David Tiltman, Head of Content, WARC: “The culmination of the WARC Rankings is the newly launched ‘Best of the Best’. This identifies the best-performing companies across our three benchmarks of marketing excellence – creativity, effectiveness and media excellence.”

    BBDO New York and BBDO Worldwide are the best agency and network respectively across the WARC Rankings. BBDO New York performed strongly in both creativity and effectiveness, and its parent network, BBDO Worldwide, had a total of 59 offices contribute to its winning network total.

    Commenting on their success, Andrew Robertson, President and CEO, BBDO Worldwide, said: “‘The ‘Best of the Best.’ It literally can’t get better than that when it comes to public recognition of BBDO Worldwide. I am proud of, and grateful to, our clients and all of the people in our agencies who made this happen. Having four agencies from four regions all ranked in the Top Ten, including BBDO New York at No.1, demonstrates the breadth of talent in the network.”

    Omnicom Group tops the Best of the Best holding company ranking. BBDO Worldwide’s strong performance was supported by top 10 ranks for DDB Worldwide, PHD Worldwide and TBWA Worldwide.

    “It’s a proud moment to see Omnicom and its agencies topping the ‘Best of the Best’ list as the #1 network, #1 and #2 agency, and #1 holding company,” said John Wren, Chairman and CEO of Omnicom Group. “Employees across the globe come to work every day ready to deliver world-class services for our clients, and that shines through as they’re recognized by WARC for their creativity, marketing effectiveness and media excellence. Congratulations to all our people who can take great pride in these accomplishments.”

    Burger King tops the Best of the Best brands, with placings in the top 50 in all three rankings, and in first place in the Creative 100. The retail brand had 23 award-winning campaigns across all three rankings.

    Procter & Gamble topped the advertiser ranking by less than a point, as the two leading FMCG players continue to produce highly successful work, particularly in effectiveness and media. However, neither had a brand in the top 10. Instead, both had multiple successful brands throughout the depth of the rankings.

    The top companies in WARC’s Best of the Best 2019 are:

    The world’s top 10 agencies across the WARC Rankings

    RankAgencyLocationPoints
    1BBDONew York, USA489.8
    2adam&eveDDBLondon, UK466.7
    3McCannNew York, USA413.1
    4AMV BBDOLondon, UK410.8
    5MediaComLondon, UK390.8
    6Colenso BBDOAuckland, New Zealand351.8
    7LOLA MullenLoweMadrid, Spain343.1
    8McCannLondon, UK316.6
    9Host/HavasSydney, Australia288.3
    10AlmapBBDOSão Paulo, Brazil281.0

    The world’s top 10 agency networks across the WARC Rankings

    RankNetworkPoints
    1BBDO Worldwide3207.1
    2McCann Worldgroup2912.0
    3Ogilvy2006.7
    4DDB Worldwide1746.7
    5MediaCom1511.2
    6IPG Mediabrands1430.9
    7PHD Worldwide1395.2
    8TBWA Worldwide1315.0
    9Dentsu Aegis Network1298.2
    10Mindshare Worldwide1174.2

    The world’s top 10 agency holding companies across the WARC Rankings

    RankNetworkPoints
    1Omnicom Group8926.6
    2WPP8556.4
    3Interpublic Group5772.1
    4Publicis Groupe2714.6
    5Dentsu1398.5
    6Havas Group1151.5
    7Accenture260.3
    8Hakuhodo DY Group259.3
    9MDC Partners189.8
    10BlueFocus152.7

    The world’s top 10 brands across the WARC Rankings

    RankNetworkPoints
    1Burger King593.2
    2McDonald’s465.0
    3IKEA339.0
    4Coca-Cola327.9
    5Pedigree321.0
    6KFC299.6
    7Greenpeace260.4
    8Skittles260.3
    9Palau Legacy Project258.0
    10Nike257.8

    The world’s top 10 advertisers across the WARC Rankings

    RankNetworkPoints
    1Procter & Gamble969.8
    2Unilever969.1
    3Mars963.3
    4Restaurant Brands International593.2
    5Anheuser-Busch InBev567.6
    6Volkswagen Group553.8
    7McDonald’s573.5
    8The Coca-Cola Company469.5
    9Heineken382.3
    10PepsiCo347.3

    The Best of the Best ranking aggregates points across the three rankings. To ensure performance in each ranking has equal weight in the Best of the Best tables, a weighting for the effectiveness and media rankings has been calculated that inflates their scores versus the creative rankings. For this reason, points in the Best of the Best are not simply the total of the three individual rankings.

    An annual survey will be held to ensure that the WARC Rankings remain independent and the competitions tracked reflect the opinion of the industry.

  • BBDO will take on the creative process starting November 1, 2018

    WPP loses Ford creative portfolio to Omnicom’s BBDO. Activation, media, digital and production to stay with GTB. W+K also on board

    By A Correspondent

    Over the past five months, Ford Motor Company has been reviewing its advertising and marketing relationships. In the first major exit of a prized client after the exit of founder Martin Sorrell, WPP has announced it has lost the creative agency business to a rival. And the rival is BBDO. Wieden+Kennedy has also been hired for innovations and special projects.

    Said BBDO CEO Roberson Andrew via a tweet: “Today is a big big day. We have a wonderful new brand to help build.”

    WPP agencies will continue to handle activation, including media planning and buying, digital and production. These responsibilities also include Tier Two advertising work in the U.S., the China advertising operations with its joint venture partner, all Lincoln advertising, and all the Ford public relations business.

    BBDO will take on the creative process starting November 1, 2018. Meanwhile, WPP will internally be discussing the impact of this development and a townhall is said to have been arranged later today.

     

     

  • Meanwhile Chuck Brymer has transitioned to role of Chairman

    Wendy Clark takes charge of DDB as Prez & CEO

    By A Correspondent

     

    Wendy Clark

    Omnicom Group President and CEO John Wren announced the appointment of Wendy Clark as President and CEO of DDB Worldwide. Clark succeeds Chuck Brymer who will assume the title of Chairman. Both roles are effective immediately.

     

    “After 12 terrific years as the head of DDB, I am excited to hand the baton to Wendy,” said Brymer, adding: “She is passionate about our business and clients, and has proven to be an inspiring leader for our company. I look forward to helping Wendy continue to foster an environment where our people can do their best work.”

     

    Under Clark’s leadership as CEO of DDB North America, the agency, notes a communique, has grown by enhancing existing relationships such as State Farm, Mars, and Johnson & Johnson, as well as a strong new business track record. Most notably, Clark was instrumental in winning the consolidated US creative account for McDonald’s in 2016 that led to the formation of a dedicated agency unit, We Are Unlimited.  In addition to leading her approximately 2,000-plus team across 17 offices, Clark launched “DDB Flex” – an operating model that creates bespoke, cross-agency, integrated teams based on clients’ businesses.

     

    Commenting on her new position, Clark said, “I’ve loved every minute of the last two years with our DDB North America team and clients creating the resurgence of this majestic, important agency. To now have the opportunity to follow Chuck’s legacy of leadership and work with our global teams and clients is both humbling and exciting.”

     

    In his new role of Chairman, Brymer will continue to serve the company while taking on added responsibilities within Omnicom. Said Wren, President and CEO of Omnicom, added: “During his tenure as CEO of DDB, Chuck has successfully grown DDB as not only one of the most creative agencies in the advertising industry but also a leading network for CRM, retail activation, branding, and digital services around the globe. At Omnicom, we recognize the importance of succession planning, and Chuck and I knew that Wendy would be the right person to take the helm of DDB. Her experience leading DDB North America coupled with her expertise as a leading marketer makes this a seamless leadership transition that will build upon DDB’s capabilities and reputation as a leader in the business.”

     

    Clark joined the agency in 2016, from Coca-Cola North America, where she was President, Sparkling Brands and Strategic Marketing. Previously, she served as Senior Vice President, Global Sparkling Brand Center, where she was responsible for the global leadership of all Coca-Cola’s Sparkling brands. Before joining Coca-Cola in 2008, she was Senior Vice President, Advertising for AT&T.

     

     

  • Highlights of the The Four Cs of Mobile Advertising study published by Omnicom Media Group in and Epinion

    Channel, Context, Content & Connect

     

    By A Correspondent

     

    An alert. The study on the basis of which this report has been written has nothing to do with India. So why the fur are we wasting your time on the the first day of the week? Because its findings are near-applicable for India too.

     

    Plus it’s not commissioned by some small little mobile services company cooking up responses to an internet-based study. This is commissioned by Omnicom Media Group in partnership with Epinion. The study is titled The Four Cs of Mobile Advertising and is centred around mobile advertising trends in Southeast Asia. The study redefines four key areas that are in the headline and that help in navigating the intricacies of mobile advertising – channel, context, content and connect.

     

    A few key findings form the study

     

    1. 77% of the surveyed respondents have clicked on or read a mobile ad in the past month, among which, 52% were intentional and 48% were unintentional clicks.

     

    2. Channel-wise, the most effective advertising mobile channels are communication related: email is high on both notice (45%) and click through (25%), followed by Facebook newsfeed and animated content or video ad on instant massaging app or website.

     

    3. Context-wise, 77% prefer personalised ads or ads they can choose. 60% prefer entertaining ads or ads that reward for watching. The study finds that consumers will be happy to see ads if they get something in return.

     

    4. 74% depend heavily on their phones to ease boredom. For content, their appetite for content does not stop at just entertainment or information. They are also looking for something with functional and practical value: self-improvement tips (43%), motivational or inspirational quotes (30%), recipes (27%) etc.

     

    5. In terms of Connect, 60% of them use their smartphones while watching TV, at least four out of ten times. This is higher in Thailand (66%) and among the youngsters aged 15 – 24 (63%). 75% use their smartphone to interact with the TV content: either talking, sharing or searching for programme-related info (47%) or TV ad-related info (28%).

     

    Commenting on the study, Guy Hearn, Chief Innovation Officer Omnicom Media Group said, “With saturated mobile phone penetration and growing ownership of smartphones, mobile advertising is integral for brands to connect with their audience. Despite the critical need for mobile advertising, many of us have no clear idea on how to capitalise it. One of the reasons is that while there is a lot of data available on consumers’ mobile usage, data on mobile advertising is still limited. This study unravels key insights which we hope will help marketers understand and leverage the power of mobile advertising.”