ITV

Category: MAM

  • OnMobile, Madison World float JV for mobile marketing

    OnMobile, Madison World float JV for mobile marketing

    MUMBAI: India‘s leading telecom VAS provider OnMobile Global Limited and Madison World are floating a joint venture mobile marketing company where both will have equal stake.

    The new company, Kabuza Marketing, will aim at tapping into the rapidly growing mobile marketing opportunities in India and the Indian sub-continent.

    Says OnMobile CEO, chairman and co-founder Arvind Rao, “This joint venture is one of its kind and has the potential to revolutionise both the mobile VAS and the traditional marketing functions. With the onset of 3G, this venture will open up even newer opportunities for more impactful marketing campaigns. It will successfully leverage the mobile reach, installed infrastructure and telecom operator relationships of OnMobile and the marketing and advertising capabilities, client base and market presence of Madison World.”

    The joint venture will open up new direct sales and revenue channels for marketers using mobile. It will focus on leveraging the OnMobile multi-channel advertising & marketing platform which uses various channels including AdRBT, SMS, USSD, WAP, Video, and Audio. Madison World, on the other hand, is a diversified communications group that has specialist units in advertising, media, Out-of-Home, PR, retail, entertainment, mobile and sports.

    Says Madison World chairman and managing director Sam Balsara, “What excites me about mobile is its interactive, personalised and always-on attributes accompanied by unbelievable reach in numbers (600 million+). So far we have thought of mobile as an advertising medium given its high reach but the total advertising market in India is restricted to about Rs. 20,000 crores, where as the potential opportunity to sell products and services and conduct commerce through mobile is Rs. 200,000 crores and our attempt is to tap into this opportunity which should provide top marketers a cost effective distribution channel, bring in a lot of long tail businesses, in addition to large marketers, into the gamut and provide consumers a convenient option to order and pay for products and services through the comfort and convenience of their very own mobile”.

    The venture will involve the blending of OnMobile‘s mobile platforms, software, operational expertise and knowledge in the mobile marketing realm with Madison‘s marketing insights, relevant client base and innovative offerings.

    The JV hopes to get a jump-start in building up a vibrant marketing base to serve merchants, advertisers, corporate clients and telecom operators while providing consumers with valuable deals and discount offers and an opportunity to buy conveniently.

     

     

     

  • Micromax ropes in Lintas Media Group for digital marketing

    Micromax ropes in Lintas Media Group for digital marketing

    MUMBAI: Mobile handset company Micromax has roped in Lintas Media Group (LMG) to handle digital media planning and buying of the company.

    The creative part of the digital business will be handled by the Micromax itself. A source in Lintas has confirmed the story to Indiantelevision.com.

    The size of the account couldn‘t be ascertained, but it is learnt that the paperwork is in the final stages.

  • OgilvyOne launches service to help companies drive sales via social media

    OgilvyOne launches service to help companies drive sales via social media

    MUMBAI: OgilvyOne Worldwide has launched a new offering, Social Selling, in the US to help companies drive topline growth through the use of social media. It will be led by OgilvyOne Consulting in partnership with a group of sales experts.

    The marketing network company introduced the service following a research it conducted among 1,000 sales professionals in the US, UK, Brazil and China, which revealed that there is “social media adoption gap” existing between salespeople and sales organisations.

    OgilvyOne Worldwide chairman and CEO Brian Fetherstonhaugh said, “Our research has shown that the people on the front-line, the salespeople themselves, recognise the power and potential of social media. They are hungry for education and empowerment, yet few companies are providing the access and training they need. Part of our new ‘Social Selling‘ offering has been designed to help companies overcome this discrepancy and drive sales growth.”

    The research says that social media has had an enormous impact on buying behavior with 49 per cent of sellers seeing social media as important to their success. Among the most successful salespeople, over two-thirds believed social media is integral to their sales success.

    OgilvyOne Worldwide COO Gunther Schumacher added, “Selling must evolve in lockstep with the way people are buying today. The “21st Century Selling” offering maximizes sales potential through both Social Selling and Branded Selling, and draws upon the experience of our expert partners, such as John Callies, an IBM sales veteran. The offering consolidates assignments Ogilvy has been conducting for clients like IBM and Ford in the U.S. and Unilever in Asia. “

    In the survey 68 per cent of sales professionals said that the selling process is changing faster than what their own organisations are adapting.

    According to the research, companies were not providing solid training to sales professionals in social media. In fact many are actively discouraging the use of social media despite the fact that customers are buying that way. 48 per cent of salespeople believed their companies are afraid of letting employees use social media.

    As per the research 25 per cent salespeople surveyed in Brazil said that they receive training on social media usage. 38 per cent of the salespeople surveyed in China use personal blogs in their selling process while only 3 per cent of US salespeople do the same.

    The “Social Selling” offering is part of the company‘s broader initiative called “21st Century Selling” to help clients maximise sales.

  • ICC engages CII for WC commercial rights protection

    ICC engages CII for WC commercial rights protection

    MUMBAI: The International Cricket Council (ICC) has engaged Copyright Integrity International (CII) to work closely with its existing in-house legal team on the management of a rights protection programme for next year‘s World Cup, which gets underway on 19 February.

    Based in Bengaluru, CII is a specialist in online and offline anti-piracy protection services for sports clients. It will provide the ICC with a suite of commercial rights-protection and anti-piracy services and solutions such as online content and broadcast protection, comprehensive trademark and brand protection and media terms enforcement, in a programme designed to protect the ICC’s intellectual property rights from the threats of piracy, ambush marketing and unlicenced use.

    ICC GM commercial Campbell Jamieson said, “Our commercial partners and sponsors make our events possible and generate significant funding for the global game. The aim of the ICC’s commercial rights protection programme is to maintain the exclusivity of their association with our events. It is vital that those rights are protected so that our partners’ investments can be channelled into the development of cricket throughout our 105 Members.”

    CII CEO Dr Clinton Free added: “It’s a privilege to be engaged by a client such as the ICC to manage the commercial rights-protection programme for such a globally significant event as the ICC Cricket World Cup 2011. Our extensive services and experienced team will leave no stone unturned in ensuring that the event is an unqualified success. Our role will include not only the monitoring and enforcement of infringements but also an education programme for the public that will ensure wholesome enjoyment of the event with due respect to the ICC’s commercial partners and sponsors.”

    The ICC’s legal team has been working hard over the past few months to develop strategies to combat unlawful association with the ICC Cricket World Cup 2011, particularly within the three host territories of India, Sri Lanka and Bangladesh.

    As part of that programme, it has recently released brand and content protection guidelines for the tournament. Through a series of FAQs and illustrations, this document provides other companies and members of the public with a guide to how they might associate with the event without infringing the rights that have been granted to the ICC’s official partners.

  • Big CBS Prime launches 4-week marketing campaign

    Big CBS Prime launches 4-week marketing campaign

    MUMBAI: The recently launched English GEC, Big CBS Prime, has kicked off an integrated marketing campaign. The four shows being marketed through this campaign are NCIS, Survivor, Bellator and Letterman.

    The holistic four-week campaign has a mix of traditional and non-traditional media across TV, Radio, Print, Out of Home, Digital, Experiential Marketing, Retail touch-points.

    The broadcaster‘s campaign will go beyond traditional media to coffee shops, public transport, online contests and games, mall activations, book stores etc. In addition to the media options available within the Reliance Broadcast Network’s business divisions, the company says that it is ensuring no stone unturned by bringing to play Reliance ADAG’s complete media muscle to get maximum mileage for its first channel.

    This communication is created by McCann Erickson to build a premium image of the brand among both consumers and customers. The creative idea behind this campaign is to highlight Big CBS Prime as the destination for the “Latest, Freshest and Hottest” entertainment concurrent with the United States.

    The media mix is designed to deliver maximum impact using both traditional and non traditional media. Given the evolved audience Big CBS Prime targets, media selection has been made keeping in the mind the lifestyle and habits of the young upscale audience.

    Innovation and digital media play a key role in the plan ensuring high impact and noticeability for the campaign. Aside from TV, Radio, Print, Cinema and OOH, other media added to the mix include digital, retail, malls, Inflight entertainment, mobile and online applications and a comprehensive social media campaign.

    RBNL media platforms – 92.7 Big FM, Big Street, Big Live and Big Digital are playing a key part in the launch campaign being used extensively across the country. The Big CBS Prime campaign is also leveraging all of the Reliance ADA Group platforms relevant to the target audience – Big Cinemas, Zapak, Big Adda, Reliance Web Worlds, Big Flix, Big Oye etc , adding significant muscle to the campaign.

    The media mix includes over 100 OOH sites across Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Chennai, Pune and Ahmedabad; news, lifestyle and sports channels, print in national dailies as well as key media focussed publications.

    The campaign is also be supported by Big Cinemas across India and Big Street across Delhi, Mumbai & Bangalore. 92.7 Big FM is already being used to create hype for the launch of the channel followed by radio spots on key shows as well as the line ‘Whats On Prime Tonite‘ capsules running through the day, everyday.

    The non traditional media mix includes digital. this would cover online communication on portals, show communication innovations, Online and Mobile widgets, and SMS messaging. There will also be live media screens across relevant retail touch-points, In Flight- Entertainment channels, Experiential Marketing in malls to amplify the key shows, etc

    Big CBS Networks GM Aparnaa Pande said, “Big CBS Prime marks the launch of the first television channel from not just Reliance Broadcast Network but the entire Reliance ADA Group. A very ambitious project, we have created an integrated multi media campaign ensuring we touch our relevant audiences through multiple touch points. The campaign ensures huge surround sound with little scope to go un-noticed. We are very confident that the combination of great marketing with the unbeatable, latest TV content Big CBS Prime has, will be an absolute winner in the market.”

  • Movies Now assigns creative duties to BBH

    Movies Now assigns creative duties to BBH

    MUMBAI: Movies Now, the Hollywood in HD channel from the Times of India Group, has assigned the creative mandate to BBH India.

    BBH will conceptualise and execute the creative communication campaign for Movies Now across all platforms including print, radio, outdoor and the below the line campaigns.

    Movies Now channel head Ajay Trigunayat said, “We are very pleased to partner with BBH – a strong strategic & creative force, well known for their creative effectiveness for many brands akin to our preferences. From the very first meeting the BBH team has resonated excellent brand understanding of Movies Now. In subsequent months they have converted the Brand Intent in to highly meaningful and hard–hitting creative solutions across traditional and non-traditional media. We look forward to BBH’s continued contribution to help us become a power brand among upscale English speaking audiences.”

    BBH managing partner Subhash Kamat added, “All of us at BBH are very excited about the launch of Movies Now from the Times Television Network. I guess we‘re all movie buffs one way or the other, but the idea of a movie channel that‘ll show only Hollywood blockbusters, that too in HD, is truly unique! These days, it‘s hard to come by a product with such a strong tangible differentiator. We‘re will continue to create some really exciting work on this brand.”
     

  • Vipul Mathur joins Manhattan Communications as biz head- international sales

    Vipul Mathur joins Manhattan Communications as biz head- international sales

    MUMBAI: After consolidating its digital and marketing solutions business, Manhattan Communications has now focused attention on its international advertising sales operations from India.

    The integrated advertising agency has appointed Vipul Mathur as business head – international sales.

    Based in Delhi, Mathur shall be responsible for clients based out of India who are targeting the ethnic South Asian audiences in international markets.

    Says Manhattan Communications director Shantonu Aditya, “ Vipul is a veteran of the ad sales business. With his experience, we look forward to growing our international sales business even faster in the coming months.”

    Manhattan Communications, which specialises in targeting the South Asian diaspora in the international market, continues its aggressive growth across the US, Canada and India.

    Says Mathur, “With offices in New York , Toronto, London and India, I am sure that we can leverage the business opportunities across continents. The team here is aggressive and dynamic and I find that a big change.”

    Vipul has over 14 years of experience in media sales including nine years with Zee Entertainment and Zee International. He has also worked with Radio City and Webdunia.com and other media companies.

    Manhattan Communications has fully owned subsidiary companies in MediaMorphosis LLC, a full service agency based in New York, and Ethnocast Inc, an Adnetwork with proven digital technology. The shareholders of the company include Bennett Coleman and Co and PayPod Inc , USA.

  • China to overtake Germany as No. 3 ad economy; global ad spends recovering

    China to overtake Germany as No. 3 ad economy; global ad spends recovering

    MUMBAI: The rise of China as a powerhouse stretches to the advertising world as well. China will overtake Germany to become the third largest advertising economy in the world in 2011, behind the US and Japan.

    While the global advertising market will continue to recover steadily over the next three years, China will outpace this growth to touch $34.24 billion in 2013, a 51 per cent growth over the next three years, according to a forecast by ZenithOptimedia.

    China could soon beat Japan, a country hit by deflation and high public debt which will slow down ad growth to 5 per cent through 2013. The Chinese ad market, which is currently just over half the size of the Japanese market, will be three-quarters that of Japan in 2013, according to Zenith. 

    Meanwhile, Russia will enter the top ten list in 2012, outpacing Australia and Canada to take ninth place, and overtaking Italy to take the No. 8 spot in 2013.

     
    The global ad market is on a rebound. The global ad spends will continue to recover steadily and by 2012 will surpass the 2008 levels, according to two new research studies published today.

    Group M‘s forecast has predicted the $500 billion mark to be achieved “at some point in 2012”. According to the WPP-owned media buying agency network, the Internet will overtake newspapers as the second biggest global advertising medium behind TV. 

    ZenithOptimedia forecasts the overall ad market to grow between 4.6 per cent and 5.2 per cent annually for the next three years. Driven by the rapid growth of online video and social media, Internet advertising will lead the pack at 48 per cent growth. Outdoor advertising will grow by 18 per cent and TV and cinema 19 per cent each. Radio will lag behind with 10 per cent and newspapers and magazines will see a two per cent dip.

    ZenithOptimedia global CEO Steve King said Internet advertising “will grow three times as fast as the rest of the market as a whole” and the “importance of the internet is underrepresented” in the figures. 

    According to Publicis‘s media buying agency network, this growth over the next three years will be sponsored by the developing markets – Asia Pacific will grow by 23 per cent and Latin America by 26 per cent.

    “The key result of this update is the continued rise of developing markets and digital media, and their central role in driving global growth,” elaborated King.

    “Advertisers are investing a lot more in owned and earned media, where their activities do not count as ad expenditure in the traditional sense,” adds King.

  • Vizeum wins media duties of d.light

    Vizeum wins media duties of d.light

    MUMBAI: Vizeum India, the media arm of Aegis Group, has won the media duties of d.light, a social enterprise and a Silicon Valley venture.

    The business will be handled out of Vizeum, New Delhi, under the leadership of Harit Pant who is general manager for the north. 

    Averred Vizeum managing director Indian sub-continent S Yesudas, “We are extremely delighted with this win and take the opportunity to welcome d.light to the Vizeum family. This is an extremely interesting category and will be focused on making tangible contributions to the client‘s business.”

    d.light, funded by M&M, Acumen Fund, DFJ, Nexus India and others, is engaged in the design, manufacturing and distribution of Solar appliances to people who have either no or little access to grid electricity. 

    Said d.light managing director Mandeep Singh, “Vizeum would play the role of our strategic communication consultants ensuring that the right message reaches the underserved consumers including the opportunity for the consumers to experience the product.”
     

  • WSG to promote golf star Arjun Atwal

    WSG to promote golf star Arjun Atwal

    MUMBAI: World Sport Group (WSG) and Blue Giraffe Enterprises (BGE) have announced the creation of a relationship whereby the sports marketing company will exclusively promote and manage the affairs of Indian golf star Arjun Atwal in Asia.
     
    Atwal became the first player from India to win on the US PGA Tour this season when he triumphed in the Wyndham Championship and as his career goes from strength to strength, he is looking to solidify his support team.

    BGE CEO Bobby Kreusler said, “We feel that WSG is uniquely positioned within the Indian and Asian markets to exclusively assist us with promoting Arjun and effectively service these markets.”
     
    WSG VP golf Patrick Feizal Joyce said, “We are also really looking forward to working with Blue Giraffe Enterprises who are a new partner for us and one with which we hope to build a long and fruitful relationship.”
     
    Atwal finished equal fifth in the $1.25 million Hero Honda India Open yesterday at Delhi Golf Club and is looking forward to the new relationship.

    “I have played in many events promoted by World Sport Group over the years and have many friends there so I feel it is an exciting and sensible option to take. It is important for me to still play in Asia as much as I can as this is where it all started for me. World Sport Group have an enormous amount of experience here and I feel a lot can be achieved with such a strong partner,” said Atwal.

    The 37-year-old Indian’s last victory on the Asian Tour came in 2008 Malaysian Open, which was his seventh victory on the circuit. He topped the Asian Tour Order of Merit in 2003 before furthering his career in the US.