Category: AD Agencies

GroupM’s new suite [m]Platform to make media planning flexible

MUMBAI: GroupM has launched an advanced technology suite of flexible media planning applications, data analytics and digital services titled [m]Platform. The platform will improve advertisers’ ability to use audience-defining insights from hundreds of data sources to find and communicate with their consumers across all media.

Brian Gleason, most recently the global CEO of Xaxis, has been named the CEO of [m]Platform. He will lead the continuous development of market-leading technology to ingest any data important to identifying a client’s audiences and applications that efficiently engage them on any platform.

The connected platform ensures insights carry through the whole communications process: “Marketers are under tremendous pressure to deliver results from media investments. This flexible Platform approach enables us to focus US$7 billion worth of investments we’ve made in data and technology over 10 years to help them realize a marketplace advantage,” said GroupM Global CEO Kelly Clark. “Our agencies will now have deeper consumer insights and the most robust technology in the market.”

[m]Platform makes it possible for media planners at GroupM agencies to use the most detailed consumer data to achieve results for their clients. It is supported by a team of data scientists, technologists and digital practitioners from across GroupM specialist companies and Xaxis. [m]Platform unifies data analytics and digital services including search, social, mobile, digital ad operations and programmatic into one team delivering a completely open and fully transparent data and technology architecture.

[m]Platform connects wide-ranging WPP data sources across Kantar and Wunderman; third-party data providers; GroupM’s data from unique agreements with global media partners; and clients’ own data when they choose. This allows the creation of the most complete consumer profiles within a brand’s target audience, including rich demographics, technology usage, behavioral insights, purchase history, location data and more (varies by region according to local regulations).

[m]Core is the first full-stack audience intelligence Platform combining cross-Platform data (display, mobile, video, offline CRM, apps, etc.) for a singular consumer identifier, [m]ID.[m]Insights is the largest audience-centric media planning tool with cross-channel planning, creative workflow management, unified audience frequency capping and location-based and in- demo reach[m]Analytics marries online and offline campaign-level data to[m]ID to enable analytics, attribution and optimization[m]Report merges data into a single, intuitive visualization dashboard with actionable.

GroupM is building a global organization to support [m]Platform. Four regional presidents will report to Gleason. Recently named the president of Platform Services in North America, Phil Cowdell, is now the president of [m]Platform, North America. Lucas Mentasti has been named the president, [m]Platform, LATAM. Presidents in EMEA and APAC will be named shortly. Also on the [m]Platform global leadership team is COO Nicolle Pangis, chief strategy officer Jack Smith, and CTO Bob Hammond.

Pan-regional collaboration will ensure consistent information and experience to global clients, but with the bespoke strategic point of view of their selected GroupM agency.

November 30, 2016
GroupM’s new suite [m]Platform to make media planning flexible

MUMBAI: GroupM has launched an advanced technology suite of flexible media planning applications, data analytics and digital services titled [m]Platform. The platform will improve advertisers’ ability to use audience-defining insights from hundreds of data sources to find and communicate with their consumers across all media.

Brian Gleason, most recently the global CEO of Xaxis, has been named the CEO of [m]Platform. He will lead the continuous development of market-leading technology to ingest any data important to identifying a client’s audiences and applications that efficiently engage them on any platform.

The connected platform ensures insights carry through the whole communications process: “Marketers are under tremendous pressure to deliver results from media investments. This flexible Platform approach enables us to focus US$7 billion worth of investments we’ve made in data and technology over 10 years to help them realize a marketplace advantage,” said GroupM Global CEO Kelly Clark. “Our agencies will now have deeper consumer insights and the most robust technology in the market.”

[m]Platform makes it possible for media planners at GroupM agencies to use the most detailed consumer data to achieve results for their clients. It is supported by a team of data scientists, technologists and digital practitioners from across GroupM specialist companies and Xaxis. [m]Platform unifies data analytics and digital services including search, social, mobile, digital ad operations and programmatic into one team delivering a completely open and fully transparent data and technology architecture.

[m]Platform connects wide-ranging WPP data sources across Kantar and Wunderman; third-party data providers; GroupM’s data from unique agreements with global media partners; and clients’ own data when they choose. This allows the creation of the most complete consumer profiles within a brand’s target audience, including rich demographics, technology usage, behavioral insights, purchase history, location data and more (varies by region according to local regulations).

[m]Core is the first full-stack audience intelligence Platform combining cross-Platform data (display, mobile, video, offline CRM, apps, etc.) for a singular consumer identifier, [m]ID.[m]Insights is the largest audience-centric media planning tool with cross-channel planning, creative workflow management, unified audience frequency capping and location-based and in- demo reach[m]Analytics marries online and offline campaign-level data to[m]ID to enable analytics, attribution and optimization[m]Report merges data into a single, intuitive visualization dashboard with actionable.

GroupM is building a global organization to support [m]Platform. Four regional presidents will report to Gleason. Recently named the president of Platform Services in North America, Phil Cowdell, is now the president of [m]Platform, North America. Lucas Mentasti has been named the president, [m]Platform, LATAM. Presidents in EMEA and APAC will be named shortly. Also on the [m]Platform global leadership team is COO Nicolle Pangis, chief strategy officer Jack Smith, and CTO Bob Hammond.

Pan-regional collaboration will ensure consistent information and experience to global clients, but with the bespoke strategic point of view of their selected GroupM agency.

November 30, 2016
Leo Burnett, BBDO shine at The Epica Awards 2016

MUMBAI: Leo Burnett India has bagged India’s sole gold at the 2016 edition of the Epica Awards for its ‘Reuniting Memories from 1947’ (Dastaan) campaign for OLX.

Excited about the wins, Leo Burnett south Asia chief creative officer RajDeepak Das said, “When we realised that OLX is the no. 1 marketplace for used goods in India and Pakistan, we saw an opportunity to help people reunite with their priceless pre-Partition belongings and memories; we received thousands of stories from both sides in no time.”

Additionally, its work for Bajaj V, ‘Sons of Vikrant’, too bagged a bronze. The Epica Awards celebrate work from advertising, design, media, PR and digital that has been chosen by renowned journalists from the marketing and communications fraternity, across the world.

The work for OLX bagged the Gold under the ‘Native Advertising’ category, while Bajaj V’s campaign won for ‘Films & Series’.

The wins have even played their part in helping Leo Burnett secure the coveted ‘Network of the Year’ title this year, by bagging 49 metals to its name including 12 gold.

On the other hand BBDO New York claimed the agency of the year title with 19 wins which includes a gold.

The Epica Awards were established in 1987, and is the only award that is judged by marketing and communications specialist journalists from over 60 publications, including magazines and websites, globally. The prize attracts entries from over 70 countries, each year. The ceremony was held in Amsterdam on 17 November.

November 22, 2016
Leo Burnett, BBDO shine at The Epica Awards 2016

MUMBAI: Leo Burnett India has bagged India’s sole gold at the 2016 edition of the Epica Awards for its ‘Reuniting Memories from 1947’ (Dastaan) campaign for OLX.

Excited about the wins, Leo Burnett south Asia chief creative officer RajDeepak Das said, “When we realised that OLX is the no. 1 marketplace for used goods in India and Pakistan, we saw an opportunity to help people reunite with their priceless pre-Partition belongings and memories; we received thousands of stories from both sides in no time.”

Additionally, its work for Bajaj V, ‘Sons of Vikrant’, too bagged a bronze. The Epica Awards celebrate work from advertising, design, media, PR and digital that has been chosen by renowned journalists from the marketing and communications fraternity, across the world.

The work for OLX bagged the Gold under the ‘Native Advertising’ category, while Bajaj V’s campaign won for ‘Films & Series’.

The wins have even played their part in helping Leo Burnett secure the coveted ‘Network of the Year’ title this year, by bagging 49 metals to its name including 12 gold.

On the other hand BBDO New York claimed the agency of the year title with 19 wins which includes a gold.

The Epica Awards were established in 1987, and is the only award that is judged by marketing and communications specialist journalists from over 60 publications, including magazines and websites, globally. The prize attracts entries from over 70 countries, each year. The ceremony was held in Amsterdam on 17 November.

November 22, 2016
Regionally & globally, India is an essential market, says OMD APAC CEO Stephen Li

MUMBAI: In order to scale up its operations in India, Omnicom Media Group-owned agency OMD has entered in a partnership with DDB Mudra Group in India and brought a third brand titled ‘OMD MudraMax’ as an offering, by consolidating its media services business.

The collaboration entails the rebranding of the existing media business of DDB — TV, print, radio, and cinema & digital — as OMD MudraMax. The consolidation of DDB MudraMax and OMD is effective since November 17.

“This enables MudraMax to access the OMD Global Network for learning, development projects, strategic tools etc. It is a win-win and mutually beneficial collaboration for both, the Omnicom Media Group and the DDB Mudra Group. We have been working together over the last few months,” explained DDB Mudra Group Group CEO & managing director Madhukar Kamath.

The new entity will function as an additional local brand in the OMD network with access to the network efficiency, learning and tools such as VISION (live operating system designed to drive business growth not just media results) of the OMD global network.

“Both, regionally and globally – India is an essential market in every sense of that word, and one which is continuing to evolve and grow speedily. This partnership with DDB MudraMax will both add to our scale and further strengthen our presence,” shared OMD APAC CEO Stephen Li.

Under the consolidation, OMD MudraMax will be headed by DDB Mudra Group executive director and DDB MudraMax president Sathyamurthy N P.

“Apart from continuing to be being an integral part of the DDB Mudra Group and a key member of the Group Operating Board, Sathyamurthy Namakkal will now work closely with (Omnicom Media Group SEA and India CEO) Jasmin Sohrabji and be a part of her executive council too. I will give a lot of credit to Jasmin who saw great merit in this collaboration and worked hard to make OMD MudraMax happen,” Kamath shared.

About servicing existing clients, Kamath assured that there will be no change in any of the operations as all three brands will function independently. “In DDB MudraMax, most of the key clients were briefed about this development by Sathyamurthy Namakkal. Given the value adds that accrue to them, our clients are looking forward to the roll-out and success of the enhanced offering,” he added.

“DDB Mudra being a part of the Omnicom family is aligned to OMD’s culture which makes for a seamless transition,” Sohrabji said.

November 21, 2016
Regionally & globally, India is an essential market, says OMD APAC CEO Stephen Li

MUMBAI: In order to scale up its operations in India, Omnicom Media Group-owned agency OMD has entered in a partnership with DDB Mudra Group in India and brought a third brand titled ‘OMD MudraMax’ as an offering, by consolidating its media services business.

The collaboration entails the rebranding of the existing media business of DDB — TV, print, radio, and cinema & digital — as OMD MudraMax. The consolidation of DDB MudraMax and OMD is effective since November 17.

“This enables MudraMax to access the OMD Global Network for learning, development projects, strategic tools etc. It is a win-win and mutually beneficial collaboration for both, the Omnicom Media Group and the DDB Mudra Group. We have been working together over the last few months,” explained DDB Mudra Group Group CEO & managing director Madhukar Kamath.

The new entity will function as an additional local brand in the OMD network with access to the network efficiency, learning and tools such as VISION (live operating system designed to drive business growth not just media results) of the OMD global network.

“Both, regionally and globally – India is an essential market in every sense of that word, and one which is continuing to evolve and grow speedily. This partnership with DDB MudraMax will both add to our scale and further strengthen our presence,” shared OMD APAC CEO Stephen Li.

Under the consolidation, OMD MudraMax will be headed by DDB Mudra Group executive director and DDB MudraMax president Sathyamurthy N P.

“Apart from continuing to be being an integral part of the DDB Mudra Group and a key member of the Group Operating Board, Sathyamurthy Namakkal will now work closely with (Omnicom Media Group SEA and India CEO) Jasmin Sohrabji and be a part of her executive council too. I will give a lot of credit to Jasmin who saw great merit in this collaboration and worked hard to make OMD MudraMax happen,” Kamath shared.

About servicing existing clients, Kamath assured that there will be no change in any of the operations as all three brands will function independently. “In DDB MudraMax, most of the key clients were briefed about this development by Sathyamurthy Namakkal. Given the value adds that accrue to them, our clients are looking forward to the roll-out and success of the enhanced offering,” he added.

“DDB Mudra being a part of the Omnicom family is aligned to OMD’s culture which makes for a seamless transition,” Sohrabji said.

November 21, 2016
First Create Behaviour, FCB Ulka’s mantra debuts with Merino mandate

MUMBAI: Merino Group has awarded its brand strategy & creative mandate to FCB Ulka Delhi, following a multi-agency pitch. The mandate involves work for Merino Laminates, Merino Furniture, and their FMCG food brand Vegit. The mandate includes ATL, BTL & digital.

Merino Laminates is a popular brand in the laminate segment and leading manufacturer and exporter of decorative laminates for interiors. Vegit, a subsidiary, features in the Ready-to-Cook category. Merino spokesperson said, “Merino will endeavour to bring resident knowledge of the trade obtained over years, & its application into all facets of Business Activity.”

FCB India group chairman and CEO Rohit Ohri said, “FCB’s new creative mantra – First Create Behaviour, and our new planning protocol – Brand Bedrock, debuted at this pitch. The other debut was that of our new regional leadership team, Debarpita Banerjee (president north & east), Surjo Dutt (national creative director) and John Thangaraj (executive planning director).”

FCB Ulka president north & east Debarpita Banerjee added, “This is an exciting, even though a bit nascent side of the decorative market. This space throws up immense potential and allows fresh thinking, giving us a chance at category creation.”

November 16, 2016
First Create Behaviour, FCB Ulka’s mantra debuts with Merino mandate

MUMBAI: Merino Group has awarded its brand strategy & creative mandate to FCB Ulka Delhi, following a multi-agency pitch. The mandate involves work for Merino Laminates, Merino Furniture, and their FMCG food brand Vegit. The mandate includes ATL, BTL & digital.

Merino Laminates is a popular brand in the laminate segment and leading manufacturer and exporter of decorative laminates for interiors. Vegit, a subsidiary, features in the Ready-to-Cook category. Merino spokesperson said, “Merino will endeavour to bring resident knowledge of the trade obtained over years, & its application into all facets of Business Activity.”

FCB India group chairman and CEO Rohit Ohri said, “FCB’s new creative mantra – First Create Behaviour, and our new planning protocol – Brand Bedrock, debuted at this pitch. The other debut was that of our new regional leadership team, Debarpita Banerjee (president north & east), Surjo Dutt (national creative director) and John Thangaraj (executive planning director).”

FCB Ulka president north & east Debarpita Banerjee added, “This is an exciting, even though a bit nascent side of the decorative market. This space throws up immense potential and allows fresh thinking, giving us a chance at category creation.”

November 16, 2016
Rediffusion’s new Amway campaign bets on brand attitude

MUMBAI: Be Bright is a range of skincare products introduced by Amway that appeals to the young adults who desire a great looking skin anywhere and anytime.

The campaign brief was to definitely not go on the lines of the classic done-to-death piece of creative, which showed the daily ritual of skin care in a product window. It asked for a new dimension. The creative agency came up with the campaign line “Spread the glow inside out” and made it into a brand film. The campaign has been conceptualized for the brand Attitude–Be Bright.

The script went through a four-city research and upon positive feedback, the campaign was executed.

Amway Category head Anisha Sharma said in a statement, “The beauty market is so overcrowded with problem-solution advertising that we wanted our brand to stand out by showcasing a script that focused on the inner glow. We wanted to portray situations where the individual’s inner glow/spark rubs off positively on those around her. ’”

According to Rediffusion Y&R ECD (North West)Pranav Harihar Sharma, “ The brand ‘Attitude’ was launched four years back by Rediffusion with a similar mindset. This time when we set to pen the script of ‘Be bright’ those campaign codes were there at the back of our minds.”

This film is based on a simple observation which everybody can relate to. Sharma explained, “It needs brightness inside the heart to see and do such an act. And that’s what the brand ‘Be Bright’ stands for. I’ve been privileged to write and direct this film and I hope people will follow this in their lives. It is one of those ads that can be imitated as acts in the life. “

November 16, 2016
Rediffusion’s new Amway campaign bets on brand attitude

MUMBAI: Be Bright is a range of skincare products introduced by Amway that appeals to the young adults who desire a great looking skin anywhere and anytime.

The campaign brief was to definitely not go on the lines of the classic done-to-death piece of creative, which showed the daily ritual of skin care in a product window. It asked for a new dimension. The creative agency came up with the campaign line “Spread the glow inside out” and made it into a brand film. The campaign has been conceptualized for the brand Attitude–Be Bright.

The script went through a four-city research and upon positive feedback, the campaign was executed.

Amway Category head Anisha Sharma said in a statement, “The beauty market is so overcrowded with problem-solution advertising that we wanted our brand to stand out by showcasing a script that focused on the inner glow. We wanted to portray situations where the individual’s inner glow/spark rubs off positively on those around her. ’”

According to Rediffusion Y&R ECD (North West)Pranav Harihar Sharma, “ The brand ‘Attitude’ was launched four years back by Rediffusion with a similar mindset. This time when we set to pen the script of ‘Be bright’ those campaign codes were there at the back of our minds.”

This film is based on a simple observation which everybody can relate to. Sharma explained, “It needs brightness inside the heart to see and do such an act. And that’s what the brand ‘Be Bright’ stands for. I’ve been privileged to write and direct this film and I hope people will follow this in their lives. It is one of those ads that can be imitated as acts in the life. “

November 16, 2016