ITV

Category: Marketing

  • Euro RSCG wins creative mandate for Zee Business

    Euro RSCG wins creative mandate for Zee Business

    MUMBAI: Euro RSCG has won the creative mandate of Zee Business. The account size, pegged at between Rs 80 to 100 million will have the agency‘s Gurgaon branch handle the business. The pitch process for the account was initiated last month.

    Says Euro RSCG chief creative officer Satbir Singh, “The hunger for business news in Hindi speaking areas is multiplying as opportunities spread outside metros. Zee Business has been the leading medium on air, catering to that part of the population. We will work with the client to further strengthen its position as the undisputed channel of choice for business news in Hindi.”

    The incumbent agency for the account was DraftFCB Ulka.

    Adds Zee Business business head Raktim Das, “We liked the agency‘s execution. Primarily, we wanted to bring out a fresh new perspective on the brand positioning, ‘Aap ka Faida‘. We have been working on the same positioning for some time with DraftFCB Ulka. However, we wanted to use the same tagline, and foray into more audience engagement programmes and content in specific time bands.”

  • Publicis employee slaps lawsuit on gender bias

    Publicis employee slaps lawsuit on gender bias

    MUMBAI: In a curious case, Monique da Silva Moore, global healthcare director in the Boston office of the Publicis Groupe SA, has sued the company for $100 million saying that the French advertising company discriminates against women in pay and promotions.

    “A Publicis woman‘s place is in the back of the line, far removed from senior management positions, almost all of which are reserved for the men,” Moore’s complaint observes.

    The case, filed in the US District Court in Manhattan, seeks class-action status. Women make up 70 per cent of the company‘s public relations staff but hold only about 15 per cent of leadership positions, the lawsuit adds.

    The lawsuit says MSLGroup was in the midst of a reorganisation when Moore took her maternity leave. She says she was led to believe she had a position in her office in Boston, but that upon her return she was ordered to move immediately to New York without reimbursement for relocation expenses, forcing her to accept termination.

    In her lawsuit, Moore seeks damages of at least $100 million and is the latest of many accusing companies of systematically favouring men over women in the workplace.

    “We generally do not comment on pending litigation, but we can say that the fact that the Equal Employment Opportunity Commission dismissed Ms da Silva‘s charge reflects the lack of merit to her claims,” a spokeswoman for MSLGroup said.

    Da Silva Moore worked for MSLGroup from 1999 through January 2010, when she says she was unfairly terminated after a four-month maternity leave. She earlier worked for the company from 1991 to 1993, the lawsuit says.

     

  • Innovate to keep ahead in today’s fractured world: Proctor








    MUMBAI: Marketing relies on innovation to keep pace in a fractured world, Mindshare Worldwide CEO Dominic Proctor said here today.


    Speaking at The Mindsahre Brand Equity Compass summit, Proctor said innovation is becoming increasingly important with brands having to market in a new world eco sphere.


    “The choice for agencies and brands is between being an innovator and being a mere spectator,” said the man who founded Mindshare Worldwide in 1997.
     
    The difference between a leader and a follower is innovation. Companies need to have robust proceses for innovation. “The challenge is that while the amount of information available is growing, it can get lost in a company if not properly sorted. There are logistical challenges and I have heard companies say ‘If we only knew then what we know now’. This is a common refrain,” said Proctor.


    Mentioning several benefits of information, Proctor said that the first gain is that it facilitates faster innovation.


    Citing the example of Dell, Proctor said that the company listened and reacted quickly through correspondence. “They turned Twitter feed into a consumer channel to deal with issues many of which were negative and generated millions of dollars in incremental revenue.”
     
    Information helps innovate quickly. “An idea is useful but unless you are a technology company, it is not a business. You must create a framework through which new ideas flow in. Consumer insights must occur regularly. The Quaker oats campaign came from an insight – that Indians want to look healthy rather than be healthy.”


    Another important thing to remember is that risk is important for innovation to occur. “The risk in failing is far less than what will happen if one is paralysed by the thought of failure; the business stagnates. At the same time, a proper structure of thinking is needed to minimise the effects of risk.”
     
    Proctor spoke about how Live is being used to develop analytics. It has worked with Ford to develop marketing projects from research conducted in 20 countries. “Mindshare makes sense of data through consumer insight. An agency has to provide ideas at every level. You have to remember at the same time that an idea can come from anywhere. It is not just about having an office space. Openness and dialogue can provide rich information.”


    Another benefit of information is that it can yield richer insights into innovation. Proctor noted that messaging has to be part of what a consumer wants to hear and not interfere with what he/she wants to head. He gave the example of Dove working with the cast of Mad Men. The brand can reach different touch points including digital in a more effective manner, he said.


     

  • Fox International Network looks for additional creative partner in India

    Fox International Network looks for additional creative partner in India

    MUMBAI: Fox International Network is searching for an additional creative partner in India even as it has had an active expansion spell with seven new channels added to its Indian basket.

    While the new creative agency will serve the brands solely in India, TapRoot India, the network‘s creative partner in key Asian markets, will continue to provide strategic and creative expertise to the Fox Network channels at Asia level.

    Since National Geographic and Fox History and Entertainment keep being the prime focus in the Indian basket, moving forward in the year 2011 the network will focus highly on additional initiatives from these two channels to keep up the momentum in India.

    In order to support these plans, the need for an additional creative agency has been felt.

    Says Fox International Channels India VP – marketing and communication Debarpita Banerjee, “Our association with TapRoot has enabled us to execute innovative and effective campaigns for our channels, with a few more Promax awards added to our list. As we gear up for 2011, while we have Taproot on board for other Asian markets, we are looking at adding a new creative partner to focus completely on the extended channel functions in the Indian market.”

    Taproot India founder member Agnello Dias says, “National Geographic channel continues to be one of our brands that provides opportunity for interesting work. Going forward in 2011, we will focus on challenges and effort priorities in the Asian Market, and continue to add value to the brand and support its growth objectives.”

  • MipTV launches Brand Of The Year Award

    MipTV launches Brand Of The Year Award

    MUMBAI: The television trade event MipTV 2011 will present the first Brand of the Year Award (April 5) as part of its two-day Branded Entertainment Summit (5-6 April), which will see Ogilvy and Mather Worldwide CEO, Miles Young, deliver a keynote address.

    This award underlines MIPTV’s recognition of the growing impact of branded entertainment in the global television industry.

    The new award will be presented to an international brand for its outstanding contribution to the development and production of brand-related content. The winner will be chosen by an international jury made up of leading figures from the production and advertising sectors, including Doug Scott of Ogilvy Entertainment, Ben Silverman of Electus, the director Brett Ratner and Robert Friedman of @radical.media.

    As part of the Branded Entertainment Summit, Miles Young will outline why consumer distrust of branded content is fading, thanks to the increasingly sophisticated methods of producers in involving brands in different entertainment formats and associating them with content.

    The Branded Entertainment Summit will bring together leading brands, content producers, broadcasters, advertising agencies and key companies in the digital sphere, for two days of conferences, screenings and pitching sessions where producers will promote their ideas to brand managers.

    The Branded Entertainment Summit is organised in association with the Branded Content Marketing Association (BCMA) and sponsored by Ogilvy.

     

  • BBDO appoints Varun Mehta as senior creative director

    BBDO appoints Varun Mehta as senior creative director

    MUMBAI: BBDO India has roped in Varun Mehta as its senior creative director – special projects.

    Mehta returns to advertising after an 18-month-long sabbatical and will be based in Mumbai.

    Says Josy Paul, “BBDO India will leverage Varun‘s strengths as a conceptualiser, copywriter, photographer, illustrator, QuarkXPressor and sculptor!”

    Mehta started his career in advertising in 1999 as a copywriter with O&M (Ogilvy & Mather), where he worked for nearly three-and-a-half years. There he worked on various accounts including Orange, World Gold Council and Asian Paints.

    After that, Mehta had a short spell of about eight months with McCann Erickson. He then moved on to TBWA India where he worked for about two years, and handled clients such as Samsonite, BPL Mobile and Indian Oil.

    Mehta has also worked with Rediffusion DY&R and Mudra.

    Paul further adds, “Like cricketer Harbhajan Singh, we expect Varun to throw a few ‘doosras‘, and create some surprising solutions for our client‘s brand problems. He will translate marketing objectives into creative strategies and help in production and marketing collateral.”

  • Sudarshan Banerjee to lead Ignite Mudra

    Sudarshan Banerjee to lead Ignite Mudra

    MUMBAI: Sudarshan Banerjee, currently VP at Mudra India, will head Ignite Mudra from 1 April 2011.

    Banerjee will be replacing Chandan Nath who will continue with the group as an advisor.
     
    Says Ignite Mudra CEO Mudra Group COO Pratap Bose, “The time is right for us to push aggressively for exponential growth. Chandan has built an excellent base that we can now build on. We have a young passionate team which under the able stewardship of Sudarshan will propel Ignite Mudra as the ‘Agency of Choice‘ for entrepreneurs who want to build value for their brands.”

    Before joining Mudra, Banerjee was working with Genesis Advertising VP and GM, Mumbai for 1 year and 2 months.
     
    Prior to that, he was at Saatchi & Saatchi Advertising, as associate vice president and client servicing, and handled the accounts of TVS Flame and aol.in.

    Banerjee has also worked with Grey, Bates 141, iContract, MediaCom, MEC (then Zenith Media), and MPG. 
     
    Adds Nath, “I have been steering the Ahmadabad office for the last 7 years, and for the last two years I have led “Ignite Mudra”. I welcome the opportunity to move on to a more strategic role within the Mudra Group and contribute to its growth agenda. I will continue to consult and mentor the Ignite team.”

  • Vizeum wins media duties of Medela AG

    Vizeum wins media duties of Medela AG

    MUMBAI: Medela AG, manufactures products targeted for breast feeding mothers and other medical vacuum solutions, has appointed Vizeum India as its media AOR.

    The media arm of Aegis Group will handle the Swiss company‘s account, which is all set to establish its base in India, from its Delhi office under the leadership of Harit Pant.

    Says Medela country manager-India Amit Raj Gogia, “The Team‘s knowledge about the media environment and the ability and passion exhibited by them made us choose Vizeum as our media partners. We are optimistic that Vizeum will be able to add value to our communication investment resources.”

    Adds Vizeum MD Indian Subcontinent S Yesudas- Indian Subcontinent, “We are extremely delighted at the opportunity to serve and build this global brand from a very early stage of its life in this country. I thank the client management for placing their faith on us. This will be handled out of our Delhi office under the leadership of Harit Pant.”

     

  • World Cup opener scores in ratings across India

    MUMBAI: The World Cup is off to a solid start, scoring across the country with a peak TVR of 12.2 as India demolished Bangladesh in the inaugural match.


    The contest fetched an average TVR of 7.47, according to data from Tam Sports (C&S4+).
     
    The ratings more or less matched the six-metro market performance, demonstrating the mass popularity cricket has in the country. In the metros, the opener got a peak TVR of 12.48 and an average TVR of 7.8.


    In 2007, India‘s first match against Bangladesh got a TVR of 8.85. The reach, though, has gone up now with 76 million people tuning in compared to 52 million in 2007.
     
    The Tam ratings released today stated a TVR of 2.71 for the opener on Star Cricket, while ESPN got a TVR of 1.98. Star Sports, which has a Hindi feed, earned a rating of 1.01 while Doordarshan got a rating of 1.89.


    According to the data, 33 million viewers tuned in to Star Cricket, 28 million to DD, 25 million to ESPN and 17 million to Star Sports.


    The first match of the 2007 World Cup between West Indies and Pakistan got a TVR of 3.66, while 40 million viewers tuned in.
     
    This time 14 million people tuned in for the Opening Ceremony on 17 February. Eight million viewers tuned in to Star Cricket for the Opening Ceremony, four million to ESPN and two million to Star Sports.


    From a platform perspective, 12 million tuned in on terrestrial for the opening match, 76 million on cable and satellite and 11 million on digital. The opening ceremony this time saw 14 million viewers tuning on cable and satellite while two million tuned in on digital.

  • JWT launches campaign for Kellogg’s Chocos with Karisma Kapoor

    MUMBAI: JWT India, the creative agency of Kellogg‘s, has launched a new TV commercial for Kellogg‘s Chocos that features Karisma Kapoor.


    The new campaign informs mothers that New Kellogg‘s Chocos comes with the goodness of Whole Grain and a Kellogg‘s Chocos breakfast helps provide essential nutrients like Fiber, 11 vitamins and minerals including iron and calcium. 
     
    The campaign taps into the insight of ‘Mom Knows It All‘. It revolves around the playful banter between mother and child, where a precocious young boy asks his mother endearing questions expecting her not to know the answers but is surprised when she knows exactly what he is up to.


    The advertisement captures the emotional bond between mother and child in a playful way, while communicating the benefits of a whole grain breakfast. The brand proposition is personified by its brand ambassador Karisma Kapoor.
     
    Commenting on the new launch, Kellogg India MD Sangeeta Pendurkar said, “Kellogg‘s Chocos is yet another step to encourage kids to start the day with a good breakfast – to prepare them for a great day in school. We believe that the new Kellogg‘s Chocos will help ensure happier mornings as it will be loved by the kids for its yummy taste and trusted by mothers for its Whole Grain nutrition.”


    The on-air campaign will be supported by robust on-ground activation, press and radio. Kellogg‘s Chocos will also roll out its experiential activity soon by setting up kiosks in malls to directly reach out to mothers across India.
     
    JWT VP and CSD Samarth Shrivastava added, “The task was to communicate Whole Grain in an interesting way to moms, this film beautifully achieves this balance by delivering new news on brand Chocos without compromising on the interest value of the film.”