Category: AD Agencies

Sudeep Subash named CEO of Big Bang Social

MUMBAI: The creator economy in India has a new captain, and he’s no stranger to the high seas of digital marketing. Sudeep Subash has been appointed as the CEO of Big Bang Social, the country’s leading creator economy platform. But wait, there’s more! He will also continue steering the revenue juggernaut at Collective Artists Network as its chief revenue officer. That’s right—two titles, one powerhouse leader, and a whole lot of responsibility. No pressure, Sudeep!

Collective Artists Network, the mothership behind Big Bang Social, made the announcement on 3 March 2024, marking a significant leadership move in the world of influencer marketing and content-driven commerce. Known for his razor-sharp revenue strategies and uncanny ability to make brand-creator collaborations flourish, Subash is all set to shake things up in a market that is already buzzing with potential.

“Sudeep is one of those rare leaders who invests deeply in his teams,” said Collective Artists Network founder & group CEO Vijay Subramaniam. “His knack for scaling businesses, igniting innovation, and fostering collaboration makes him the perfect candidate to propel Big Bang Social to new heights. As brands and advertisers increasingly turn to creators for meaningful collaborations, his vision will be key in expanding our influence and unlocking fresh opportunities in the creator economy.”

With a track record that speaks for itself, Subash isn’t just taking on this role for the business cards (though, let’s be honest, having two fancy job titles is a flex). He’s here to supercharge Big Bang Social’s growth by driving data-backed strategies, deepening brand partnerships, and delivering breakthrough influencer campaigns.

“I am excited to take on this new challenge and further build on the incredible foundation of Big Bang Social,” said Subash, now Big Bang Social CEO and Collective Artists Network CRO. “We are at a pivotal moment where content, culture, and commerce are converging like never before. I look forward to working with our teams, creators, and brand partners to drive meaningful growth and shape the future of this dynamic ecosystem.”

Under Subash’s leadership, Big Bang Social is expected to amplify its impact by fine-tuning brand-creator collaborations, harnessing data-driven insights, and crafting innovative campaigns that define the next frontier of influencer marketing. The Indian creator economy is growing at an explosive pace, and with Subash at the helm, it looks like things are about to get even bigger.

March 3, 2025
Anymind Group unlocks premium Youtube ads, boosting creator earnings

MUMBAI: If there’s one thing advertisers crave, it’s control. And if there’s one thing content creators love, it’s higher earnings. Enter Anymind Group’s latest power move—becoming a Youtube Partner Sales program partner. The announcement today opens up a lucrative advertising frontier, offering brands premium reserved ad inventory across Anymind’s network of Youtube creators.

Through the Anymind Youtube Reserved Ads program, advertisers can now secure pre-roll, mid-roll, and post-roll ad placements on content from affiliated creators. This means programmatic guaranteed ad buys and ‘100 per cent share of voice reservations’, where a single advertiser monopolises all ad placements on a creator’s video views.

Unlike auctioned inventory on Display & Video 360, these reservations offer higher priority, ensuring advertisers gain deeper access to premium, high-impact placements. Anymind’s robust local networks—including web and app publishers—alongside its expansive creator partnerships, create an unparalleled advertising ecosystem.

It’s not just advertisers getting a sweet deal. Affiliated creators benefit from increased earnings as Anymind and Google unlock a greater share of reserved advertising. This means creators can supplement their traditional Adsense revenue with more premium advertisers and higher-demand placements.

To make life even easier for advertisers, Anymind is launching interest-specific advertising packages across entertainment, sports, lifestyle, and news. This move provides greater targeting precision, ensuring ads reach the right audience at the right time.

Whether a creator has a niche following or a subscriber base in the tens of millions, Anymind’s approach enhances advertising efficiency while delivering valuable insights to brands looking to engage hyper-relevant audiences.

Anymind isn’t stopping with Youtube. Online publishers using Anymanager now have a new AI-driven revenue stream. A recently launched feature enables publishers to auto-generate short-form videos from published articles, further expanding their monetisation options.

“True to our philosophy of ‘Growth for Everyone’, this program undoubtedly benefits our advertisers, creators and even publishers by unlocking more powerful outcomes through collaboration with us. Due to our unique business model, we’re one of the few companies that can provide deep accessibility into the advertising ecosystem,” said Anymind Group MD – creator growth Punsak Limvatanayingyong.

Adding to this, Anymind Group India/MENA MD and performance business, Siddharth Kelkar stated, “This partnership comes at a right time as we have recently launched a new feature on AnyManager that enables publishers to automatically create short-form videos from published articles with the use of AI. As part of our growth plans this year, we can now provide direct access to a larger scale of video ad inventory across APAC and the Middle East to our clients, including our partnered creators on Youtube.”

As of November 2024, Anymind Group collaborates with over 2,700 creators and 1,700 online publishers across APAC and globally. With this latest initiative, advertisers, creators, and publishers alike are set to benefit from a smarter, more efficient advertising ecosystem.

March 3, 2025
Golden Key Awards unlock excellence in market research with top honours

MUMBAI: The world of market research and insights had its moment in the spotlight as the Market Research Society of India (MRSI) hosted the Golden Key Awards 2024 on 21 February in Mumbai. Recognising trailblazers, innovators, and rising stars, the awards celebrated excellence across research, analytics, and storytelling—shedding light on the game-changers shaping business intelligence.

From emerging talent to technological breakthroughs, the event honoured individuals and organisations that are redefining the way data drives decisions. Aadya Sinha (Third Eye Integrated Services) clinched the Best Researcher Under 30 title, while Datamatics Global Services took home The Most Humane Organisation Award for its people-first approach. Kantar made a double impact, winning Best Operations Team of the Year and Best Client Servicing Team of the Year, reinforcing its stronghold in research operations. Meanwhile, Flipkart & Myntra earned the title of Best Client Insight Team of the Year for their prowess in consumer analytics.

Adding strategic depth to the evening, Indian Chess Grandmaster Viswanathan Anand took the stage in a riveting conversation with Shafali Arora (Hindustan Unilever Limited), drawing parallels between chess and leadership. Anand’s insights on decision-making, precision, and long-term vision offered the audience a masterclass in critical thinking.

The second segment of the awards, powered by ITC, recognised pioneering research and innovation. Ipsos & Ikea bagged The Most Effective Storyteller Award, while Metrix Research & Analytics took home Best Data Collection Innovation. Hindustan Unilever Limited secured Best Research Methodology Innovation, and Datamatics Global Services was awarded Best Use of Technology for its AI-powered research solutions.

A lifetime of contributions to the market research industry was honoured with Lifetime Achievement Awards presented to C.K. Sharma and Ashok Das, while Lalit S. Kanodia received a Special Award for his pioneering role in analytics and technology-driven insights.

The final category, powered by Kantar, saw Hindustan Unilever Limited emerge as a dominant winner, securing multiple titles, including Best Work in Emerging Sectors, Best Business Impact Through Analytics, and Best Business Impact Through Research. Ipsos was recognised for Best Developmental Research, while Flipkart Internet Pvt. Ltd. clinched Best Communication Crafting Research for its excellence in shaping brand narratives.

With support from industry giants like Hindustan Unilever Limited, Nestlé, ITC, Amazon, Datamatics, NielsenIQ, and TATA Consumer Products, the 6th edition of the Golden Key Awards was more than a night of recognition, it was a celebration of research’s transformative power. As the market research field continues to evolve, MRSI remains committed to fostering innovation and excellence, ensuring that data-driven insights continue to steer the future of business strategy.

February 26, 2025
Kunal Jeswani steps up as Ogilvy CEO Asean

MUMBAI: He’s been making rapid strides in the region. Kunal Jeswani has been elevated as group CEO-Asean for Ogilvy from his current position of group CEO of Malaysia and Singapore.

Kunal was has been with Ogilvy for the past 20 years. He led its India ops fom 2015 to 2022, building the agency to one with 800 talented folks.

Prior to that he was the chief of its digital operations. He began his ad career with Enterprise Nexus where he spent a good part of seven years plus.

He will continue to be based in Singapore even after being promoted as Asean head at Ogilvy.

February 3, 2025
Leo Burnett, Mondelez, & Ogilvy grab top honours at Ad Club’s Effies 2024

MUMBAI: It was a noisy, raucous evening to say the least with agency executives screaming, blowing hard into their whistles, cheering as award after award was announced. But the Ad Club Mumba’s Effie Awards also left behind a lot of happy faces at the Sea Lawns at the Taj Land’s End Hotel in Mumbai’s Bandra suburb on the evening of 24 January .

The winner of the Grand Effie for 2024 was Leo Burnett India for their work on Acko General insurance. The agency along with McCann Erickson definitely deserved another award: that of being the loudest bunch in the evening.

The brand that walked away with the client Effie of the year was Mondelez India which is the third consecutive year it has managed this feat. Kudos to it for creating memories for siblings, for special occasions with its confectioneries, chocolates along with its agencies.

The agency of the year was shockingly grabbed by Ogilvy India. It looked to be nowhere in the running. But it made a last minute dash taking home enough golds and silvers towards the last batch of awards to win the prestigious accolade. All in all it was a glorious memorable evening for Ogilvy India’s creative god Piyush Pandey who hesitatingly walked towards the stage amidst the melee of young executives who made a run for the stage when master of ceremonies Brian Tellis announced it as the winning agency .

The highlight of the evening was a tribute to Bhaskar Da or Dr Bhaskar Das or BD which was offered by Ad Club president Rana Barua. What was great was the noisy crowd went completely silent when Rana spoke about what made Bhaskar Da so special and his long association with the Ad Club and the media industry as a whole. A short film by Pradyuman about Bhaskar Da with Tellis providing the voice over moved Rana to tears as he finished his tribute.

The Effie India awards stand out as a unique celebration of creativity, strategy, and effectiveness, recognised not just by industry peers but also by clients and academics. This year, the awards attracted 1,152 entries from 75 agencies, affirming Effie India’s position as the second-largest Effie globally in terms of participation.

With a rigorous judging process involving 486 jury members, including 254 marketing professionals, the evaluation took place across Mumbai, Delhi, and Bangalore, ensuring top-notch standards for this year’s campaigns.

The Advertising Club president and Havas India group CEO Rana Barua remarked, “The Effie India awards exemplify the power of strategic creativity and impactful storytelling. With over 1,152 entries, this year continues to set benchmarks for the industry. Congratulations to all winners for their innovative campaigns that resonate deeply with audiences and drive measurable impact. These awards reflect the collaborative brilliance of our industry.”

Effie India awards chairperson Mitrajit Bhattacharya noted, “The evolution of the Effie India awards over the past 23 years is incredible. The awards not only celebrate creativity but also showcase the collaborative efforts from 75 agencies and 486 experts on the jury. It’s inspiring to see the industry push boundaries with remarkable campaigns that deliver tangible outcomes. Thank you to the jury and participants for making this edition memorable.”

Effie India awards co-chairperson Pradeep Dwivedi added, “The Effie India Awards have become a cornerstone of the advertising and marketing landscape, uniting the best minds in the business. Congratulations to all the winners for pushing the limits of creativity and strategy. Your work inspires and shapes the future of brand communication.”

Globally recognised, the Effie Awards honor brands, agencies, and marketers that excel in driving business growth and delivering impactful campaigns.

To go through the list of the winners of the various Effie awards click here

To take a look at the total points tally of the client of the year click here.

To take a look at the total points tally of the agency of the year click here

(When the window pops up, you can zoom in on the pdf file to see the results)

January 24, 2025
Call for entries: 15 IAA Olive Crown Awards celebrates sustainability

MUMBAI: Can creativity save the planet? The India chapter of the International Advertising Association (IAA), in collaboration with the Asian Federation of Advertising Associations (AFAA), has opened the call for entries for the 15 edition of the Olive Crown Awards. These prestigious awards honour creative excellence in sustainability communication, celebrating work that inspires positive change.

Now in its 15 year, the Olive Crown Awards continue to grow in influence and stature. Speaking about this milestone, IAA president Abhishek Karnani remarked, “We are delighted that the Olive Crown Awards are now in their 15th year. These awards salute creative excellence in communicating sustainability and are a very meaningful set of awards. The awards have grown in stature year on year and, in fact, won the IAA recognition from Earthday.Org, the largest environmental movement in the world.”

True to its mission, the Olive CroThe creatives for this campaign were designewn Awards invite entries from across India, Asia, and Europe, fostering a global platform for creativity that champions sustainability. What’s more, there are no entry fees for this initiative, making it an accessible opportunity for creators everywhere.

Olive Crown Awards chairman Surinder Chawla added, “We are very happy to receive entries from all over India as well as from countries across Asia as well as Europe. Run as a cause, there are no entry fees for this initiative.”

The deadline to submit entries is 10 February 2025. Participants can share their submissions via the official awards website: https://ocawards.awardor.com.

The creatives for this campaign were designed as a labour of love by The Garage Worldwide Team, Rujvi Sankpal – Visualiser, Aman Vashisht – Senior Copywriter & Raj Nair – CCO.

With sustainability taking centre stage in global conversations, awards like the Olive Crown Awards serve as a powerful reminder of the role creativity can play in driving environmental change. Will your ideas inspire the next wave of action?

Submit your entries now and join the movement to spotlight creativity that matters.

January 22, 2025
VDO.AI report outlines 2025 publisher profitability strategies

MUMBAI: What’s next for digital publishers navigating the turbulent AdTech seas?

VDO.AI, a global AdTech powerhouse, has released its much-anticipated “2025: The Year of Publisher Profitability” report, packed with actionable insights to help publishers scale revenue in the face of industry challenges. If you thought the digital ad landscape couldn’t get any trickier, think again—this report doesn’t just highlight the hurdles but lays out the tools to leap over them.

Did you know mobile advertising accounted for over 60 per cent of digital ad revenue in 2024, hitting a jaw-dropping $400 billion? In 2025, this figure is projected to grow even more, with native ads stealing the show. With advanced targeting and contextual alignment, native ads are expected to deliver 15-20 per cent higher revenue growth. For publishers, this isn’t just a trend; it’s a revenue revolution.

Want to know the secret sauce for better profitability in 2025? The report points to premium ad formats like video and native ads as game-changers. Rewarded ads—those interactive, opt-in ads that users love—are set to drive a 30 per cent revenue increase alongside an 18 per cent jump in eCPM.

What about interstitial ads? Brace yourself. With improved strategies and placements, these full-screen gems could make up more than 70 per cent of ad revenue in 2025. Are you ready to take your ad strategy up a notch?

Despite the usual mid-year dips, VDO.AI forecasts a 20 per cent year-over-year increase in global ad spend for Q1 2025. By Q4, this figure is expected to climb to a stellar 23 per cent. The big question is: are publishers equipped to ride this wave of growth?

VDO.AI chief business officer Akshay Chaturvedi puts it best, “2025 ushers in a transformative era for publishers, demanding resilience and strategic evolution. This report provides actionable insights to navigate CPM challenges, optimise premium ad formats, and build quality partnerships. By aligning monetisation with engagement and embracing innovation, publishers can discover new growth opportunities and achieve sustained profitability, setting a benchmark for success in digital advertising.”

OLX head of programmatic advertising, Shanky Bhat chimed in with high praise for interstitial ads, “Interstitial ads have emerged as a top performer for OLX, delivering higher CPMs and revenue impact compared to other formats. With VDO.AI’s expertise, we overcame initial challenges with in-app integrations and now enjoy seamless ad placements. Their consistent results and collaborative approach make them a trusted partner, driving substantial revenue growth and positioning OLX for continued success.”

The report doesn’t stop at trends; it’s a masterclass in digital advertising strategy. Among its key insights:

. Video formats like in-stream and out-stream will continue leading revenue charts with improved engagement metrics.

. Capitalising on seasonal ad surges is crucial, with tailored strategies for each quarter.

. Choosing the right technology and forming premium SSP/DSP partnerships will be critical for transparency, performance, and competitive CPMs.

VDO.AI’s report proves that success in digital advertising is about embracing innovation, investing in quality partnerships, and being bold with your strategies. Publishers who adapt will not just survive but thrive in 2025’s challenging landscape.

If you’re a publisher looking to future-proof your strategies, this report isn’t optional reading—it’s your 2025 survival guide. Ready to dive into a transformative year for AdTech?

January 22, 2025
dentsu India makes merry in 2024

MUMBAI: It’s been a dramatic turnaround of sorts for dentsu India’s media practice – the calendar year 2024 that’s just ended. The agency has added 80 brands to its portfolio and achieved a remarkable 10 per cent growth in billings.

This accomplishment marks a strong recovery from the previous year’s challenges and sets a goal for ambitious double-digit organic growth in 2025.

The success can be attributed to dentsu’s unique blend of marketing, technology, and consulting, which has driven innovation and impactful results.

“This year has been transformative,” stated dentsu CEO south Asia Harsha Razdan. He pointed out to the use of cutting-edge technology and data insights that helped it enhance its core offerings and unlock new growth opportunities.

Added dentsu Media south Asia CEO Anita Kotwani : “Our success hinges on delivering measurable results for our clients. With data-driven insights, we continuously adapt to market demands and strive to set new benchmarks.”

Throughout the year, dentsu focused on strengthening client relationships and acquiring new marquee brands, including General Insurance Council, LG Electronics, Skechers, Flipkart, Myntra, and Amazon Seller Services, Akasa Air, Vero Moda, Sintex, Amazon Seller Services, CK Birla Healthcare, Kotak Mutual Fund, Ardex Endura, Shopper Stop, D DÉCOR, Godrej Properties, HAMDARD, Tata Mutual Fund, Tata Realty, Quick Heal Technologies, Unity Small Finance Bank, Meesho, Waree Energies, Vi-John, Berger Paints, Suzuki, and Be-Rite (Gemini Edibles & Fats), among others.

The agency’s array of solutions spans traditional and digital media, performance marketing, influencer campaigns, and out-of-home (OOH) advertising. dentsu’s Media Innovations & Solutions team also made notable advancements in branded content, influencer marketing, gaming, and sports, registering a fourfold increase in the business. Collaborative efforts with companies like Meta and Google led to the development of global capabilities in consumer intelligence and retail products.

The agency introduced some tools in 2024 which gave it that edge over others, leading to higher client satisfaction and acquisition. These included Retail Media, Performance Practice 2.0, Total Commerce and Spark—an advanced marketing mix modeling tool. With its offerings broadened, dentsu Media achieved some outstanding results, particularly with dentsu Retail experiencing fivefold growth.

The Media Practice’s integrated approach, highlighted by the proprietary Media++ Framework, has established dentsu as the industry leader, providing comprehensive strategies for every customer journey stage.

“We are targeting a higher double-digit organic growth in 2025,” said Harsha. “Our focus remains on raising the bar, delivering breakthroughs, and staying true to dentsu’s global vision of Innovating to Impact.”

With that kind of commitment in place, competitors and the industry had better keep a sharp eye on dentsu’s moves in 2025. For the agency is sure learning to dance and make its clients dance to its market- and customer-winning advertising and marketing solutions tunes. And it’s learning it pretty fast under its new leader Harsha and team dentsu India. .

January 20, 2025
CTV advertising set to dominate in 2025 with precision and power

MUMBAI: Is your ad budget ready for the CTV revolution?

Connected TV (CTV) is not just the future—it’s the now of advertising. With global CTV ad spending reaching a jaw-dropping $1.6 billion, brands are tuning in to the platform’s unparalleled ability to engage audiences. In southeast Asia, where digital adoption often outruns the global pace, CTV is rewriting the advertising rulebook, making ads smarter, sharper, and more effective.

But here’s the question: Are brands leveraging its full potential, or are they still stuck in the ad-tech past?

Let’s be honest—nobody likes juggling multiple dashboards. Unified CTV platforms are solving this age-old problem by offering one dashboard to rule them all. Brands can now manage campaigns across apps, FAST channels, streaming devices, and OEMs in one place. Imagine reaching diverse audiences seamlessly without breaking a sweat.

Isn’t it time advertisers swapped chaos for convenience?

Programmatic CTV integration is the superhero we didn’t know we needed. By targeting audiences based on device type, resolution, geography, and even interests, advertisers can tailor their campaigns to perfection. Real-time adjustments mean your ad isn’t just out there; it’s out there for the right person at the right time. And the cherry on top? You’re focusing your budget on high-performing inventory, maximising reach while keeping costs in check.

Pro tip: Ads don’t need to scream; they need to resonate. Are yours doing that?

In southeast Asia, the demand for premium ad spaces is skyrocketing. Why? High-quality, unskippable ads on trusted platforms elevate a brand’s persona. They’re not just grabbing attention; they’re holding it. Think of it as the difference between shouting into a void and having a meaningful conversation.

Fun fact: Ads in premium spaces make consumers linger longer and trust deeper. Isn’t that what every brand wants?

Short-form videos are no longer a trend; they’re the backbone of modern advertising. With an annual growth rate of 10.04 per cent and a projected market volume of $145.8 billion by 2028, these snackable formats are the ultimate attention grabbers. Perfectly suited for CTV, they allow brands to make a quick, emotional connection.

When was the last time you watched a long-form ad and didn’t hit skip?

Here’s where it gets exciting. Advertisers are moving beyond old-school metrics like viewability and focusing on customer lifetime value (CLTV), purchase intent, and brand loyalty. It’s not just about being seen—it’s about being remembered. By leveraging data insights, brands can craft ads that genuinely resonate, boosting long-term ROI and creating loyal customers.

In a world drowning in ads, would your brand’s message float or sink?

CTV isn’t just another channel; it’s the channel. From programmatic precision to premium ad spaces and evolving metrics, the platform is transforming how brands connect with consumers. And in regions like Southeast Asia, where digital trends accelerate at breakneck speed, CTV advertising is poised to deliver unparalleled ROI and build lasting brand equity.

Inputs by Edo Fernando, Country Head, Indonesia, Xapads Media.

January 15, 2025
Publicis Groupe fuses Leo Burnett & Publicis Worldwide to give birth to Leo

MUMBAI: Giant firms all over the world are collapsing into each others’ arms and forming even larger behemoths as the corporate world looks for scale. And even more scale.

Everyone expected something to give even in the advertising world with Omnicom announcing its intent to acquire the Interpublic group in December 20024. A spate of mergers and acquisitions was predicted to follow.

At least one has, hardly 15 days into 2025. And it’s coming from the Publicis Groupe which announced a bold initiative that merges two of its iconic networks into a powerful new entity called Leo, symbolising the strength of collaboration through the Power of One. This strategic union aims to address contemporary global brand challenges by delivering enhanced creativity, personalised content, and connected brand experiences.

Leo Burnett, famously known as the brand of Humankind, and Publicis Worldwide, recognized for driving transformation, will unite under the Leo banner. The redesigned Leo Burnett logo features an expansion that links the branding prowess of one of advertising’s most recognizable names with the roar of a lion, representing a formidable creative force comprising 15,000 professionals across 90 countries.

Together, Leo brings together the expertise of 8,000 creative minds from Leo Burnett and 7,000 from Publicis Worldwide, boasting an impressive track record with eight agencies of the year and over 400 major creative awards.

The new entity will be co-led by Marco Venturelli and Agathe Bousquet, who previously drove Publicis Conseil to win the Cannes Lions 2024 Agency of the Year. They, along with chief strategy officer Gareth Goodall, will oversee Leo’s global creative community and culture, ensuring that local teams leverage the Groupe’s data, technology, and media assets.

Publicis Groupe Canada CEO Andrew Bruce joins as chairman of Leo North America. The Leo constellation will operate alongside Publicis Groupe’s existing creative brands, including Saatchi & Saatchi, BBH, and Fallon, enhancing the group’s diverse creative roster.

Publicis Groupe chief strategy officer Carla Serrano emphasised: “Through Leo, we are doubling down on our strategy of strong creative brands connected to the industry’s only data, media, and tech ecosystem.” Agathe Bousquet added, “Leo’s global spirit will thrive at the local level, powered by premier data and technology to create tailored solutions for clients.”

Marco Venturelli remarkedd:“Creativity remains a messy human process, and Leo will foster a global community of creative and strategic talents dedicated to human-centered creation at scale.”

Publicis Groupe CEO Arthur Sadoun concluded, “Leo embodies the belief that creative efficiency does not mean fewer brands. By uniting these creative communities, Leo will be more impactful and accessible than ever.”

With this launch, Publicis Groupe is set to redefine the landscape of advertising and creative services in the coming year. Once again predictions are that this is just one of the upheavals that’s going to hit the industry in 2025. Expectations are that a tsunami of selloffs, acquisitions and mergers are going to totally transform how the advertising landscape looks in the next 12 months. Stay tuned in.

January 14, 2025