Category: MAM

MUMBAI: Year 2010 shall witness a slow advertising rebound, predicts Credit agency Standard & Poor‘s.

Entitled “Economic Factors Point to a Long Trudge Out of the Recession for US Media and Entertainment”, S&P states that there was a high number of credit downgrades last year and also suggests further that there are no assurances of a near-term resumption of industry growth.
 
The study hints to the fact that in 2010 more downgrades are likely, especially for companies with already-strained liquidity.

As far as advertising is concerned, S&P notes that there has been a “downside overreaction” during the global slowdown as the ad-spending contraction has exceeded the GDP contraction.
 
This is expected to turn around in the rebound as S&P predicts a 2.35 per cent of real GDP growth in 2010, and estimates that this would decipher into a growth of 4.2 per cent growth in ad spending. The growth, S&P notes, will be primarily pushed by the midterm elections and the Winter Olympics.
 
S&P anticipates many media subsectors to show growth in the second half of the year.
 

MUMBAI: With a view to seek new ideas to engage with teen audiences that integrates brand into content, Coca-Cola is co-sponsoring a new category in MIPTV‘s Content 360 cross-media competition.
 
Launched in partnership with Ogilvy, Coca-Cola is looking for projects ranging from TV and web movie series to a mobile application, game and social network activity.
 
The winning idea will receive a contract of minimum 10,000 euros to develop the idea further with Ogilvy and Coca-Cola.
Said MIPTV‘s director of digital media Ted Baracos, “Ogilvy has been a loyal partner of Content 360 for four years now and has been particularly active in encouraging its clients to participate.
 
“Coca-Cola‘s interest in creating a new competition category in the Content 360 Challenge, highlights the growing importance of branded content and advertiser-funded programming at MIPTV, and its tremendous potential for driving creativity for today‘s multiplatform youth audiences.”
 

MUMBAI: Mudra Max has partnered with Concrea Communications to develop youth marketing platforms to connect better with this target group.

Concrea Communications has developed a ‘Student Transmitter Model‘, which is a network of ‘insight seekers‘, who are specially trained to tap into the undercurrent trends, opinions, seed conversations and provide a more candid access to Young India. Mudra Max and Concrea would be utilising this network to roll out a real-time youth communication platform both online & offline in the coming few months.
 
Said Mudra Max CEO Pratap Bose, “I believe that peer to peer youth marketing is all about engaging youth on their own turf and creating positive traction for brands where the youth of today become their biggest ambassadors. Our partnership with Concrea Communications is the first step in that direction. Mudra Max clearly wants to be a leader in the Indian youth space both in the urban and rural socio cultural divide. This partnership with Concrea Communications further embellishes our vision to be the finest experiential agency in the country.”
 
All the offerings that will be launched will be based on the belief that ‘youth‘ can never have a set definition since their aspirations, buying triggers, life-patterns, preferences, spending & behaviour cannot be ‘boxed in‘, as it differs not only by situation and time but also by region. It has to be a bottom to top approach in order to successfully build brand loyalty with this segment. Some of the key projects planned would be to build the first ever online college festival, a young entrepreneurs‘ network and to understand mobile youth culture, especially with reference to mobile number portability. The aim is to provide advertisers more effective touch points rather than just mere social media engagement, which often goes ignored since users are busy looking at their own posts.
 
Another aspect of this collaboration would be the ‘Global Youth Research Partnership‘, which is a union of the world‘s leading youth marketing companies managed by Mobile Youth (UK) aimed to work with companies wanting to expand internationally. The officials informed that the intention is also to foray into rural youth marketing. Extensive research has been planned to discover the various different sub-types and segments within the age group.
 

MUMBAI: Candid Marketing has been roped in as the strategic brand activation agency for Nissan Motors for the India market.
 
The account will be headed by Candid Marketing VP Devika Sharma from the Mumbai office. 
 
Says Devika Sharma, “Globally Nissan is one of the largest carmakers, with exposure to both developed and developing markets. I am confident that we will be able to deliver clutter breaking solutions for Nissan in India.”
 
Adds Nissan VP operations, Hover Automotive strategic partner for sales, marketing & aftersales Abhijit Pandit, “We are continuing our endeavour to bring state of the art automobiles from Nissan‘s global portfolio to India. The Nissan 370Z is arguably the world‘s best selling sports car to date and future models that are planned will further this promise of offering the best to India‘s discerning car buyers.”

MUMBAI: Publicis India national planning head Naresh Gupta has put in his papers at the agency. 
 
Gupta, who joined Publicis in April 2008, will serve his notice period till mid-February. 
 
Prior to Publicis, Gupta was Grey Global Group (South Asia) where he was vice president- strategic planning.

MUMBAI: Global Advertisers has bagged the outdoor advertising IPO account of ARSS Infrastructure and Aqua Logistics. 
 
As part of its new mandate, Global Advertisers will help build the brand by increasing awareness using innovative outdoor ads and segment the market and advertise according to the area‘s specific requirements.
 
Global Advertisers will also partner with other media to increase the impact of the campaign. It can serve as a reminder to reinforce the brand image for sustained brand awareness.
 

MUMBAI: The International cricket Council (ICC) and the central organising committee for the ICC Cricket World Cup (ICC CWC) 2011 are requesting proposals from companies interested in becoming the official marketing, advertising and media operations agency for the event in the host nations of Bangladesh, India and Sri Lanka.

The successful company will be granted the rights and responsibilities in managing all such aspects of the tournament, which is the third biggest sporting event in the world.
 
A proven track record in running the relevant aspects of world-class sporting events is essential as well as sufficient resources and experience to provide all the necessary services, a state-of-the-art information technology infrastructure and adequately trained personnel.

The successful company will also have either a substantial network of relevant contacts throughout each of the host countries and other territories represented by the teams competing at the event or a proven ability to establish local contacts in each of such countries in order to provide the services to the required standard and within the required timeframes.
 
ICC GM commercial Campbell Jamieson says, “This is an extremely important function of the event and it will be a prestigious contract for the successful agency to win. The ICC Cricket World Cup is the flagship event of the limited-overs game, the ultimate prize. It is a great opportunity for us to market and promote cricket around the globe.”
 
The event’s Tournament Director Professor Ratnakar Shetty says, “We are now just 13 months away from what is going to be a great spectacle of cricket across three countries of the Sub-Continent, where cricket is a religion. We look forward to working with the best agency to deliver a highly successful marketing, communication and media plan for the ICC CWC 2011.”
 

MUMBAI: Big Street, a subsidiary of Reliance Media World operating in the media aggregation space, has acquired the advertising rights for DMRC Line II in Delhi along with gantries and cantilevers in Hyderabad.
 
DMRC Line II is the advertising zone for Line II of DMRC civil structures (outside the station), which extends from Central Secretariat till Delhi University.

Gantries and Cantilevers, on the other hand, are surveillance cameras, traffic violation cameras and infra red security situated in high profile VIP movement arterial stretches of Hyderabad. 
 
All properties are for a long-term period, which is eight years or more. 
 
Says Allied Businesses business head Rabe Iyer, “In keeping with our vision, we are acquiring properties that are low risk, high tenure and with shorter payback time. Today, higher awareness exists among the municipality, to regulate and beautify wards, which poses an excellent opportunity to work with the local authorities and participate in tenders, which are in line with our vision. With our new offerings, we are delighted to offer inventory never experienced before, like 3 sided Cantilevers and other street smart furniture. The low cost acquisitions allow us to divert investments behind modernizing inventory and delivering higher occupancy.”

MUMBAI: Kaya Skin Clinic has partnered with Starcom IP, the digital marketing arm of Starcom MediaVest Group, to launch its latest TVC first on mobile.
 
In a bid to preempt the airing of the TVC on television, Starcom IP facilitated the creative approach towards devising a contest, landing page and banners apart from doing the media planning and buying.
 
Kaya has signed up with 3 Wap networks- Ad MOB, Mauj and Hungama- so as to maximize the presence of these banners across sites which were to be viewed by the target audience. 
 
The banners are created to prompt the customers to participate in the contest for which the user needs to download and view the ad. The campaign is based on the communication, “Say Goodbye to facials and get expert skincare, every month”.