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Category: Media and Advertising

  • Ad men endorse Crash the IPL, but say agencies need not worry

    Ad men endorse Crash the IPL, but say agencies need not worry

    MUMBAI: PepsiCo is known for its innovations when it comes to television commercials, from Yeh Hai Youngistan Meri Jaan to the Cricket VS Football ad, featuring football legends like Frank Lampard, Fernendo Torres, Didier Drogba and Indian youngsters Suresh Raina, MS Dhoni, Virat Kohli and Harbhajan Singh. Be it cricket or football world cup or Indian Premier League (IPL), Pepsi has always maintained its elegance while promoting them by hiring a top class creative agency, roping in big names as brand ambassadors and spending bagfuls of money. However, the 2015 IPL saw an absolute new initiative from the cola giant, where it handed the creative reigns of its ads to the consumer.

    Pepsi launched an ad film competition where consumers were asked to submit a 30 second ad film. The best of the lot would be showcased as a TVC (television commercial), besides that the winner of a phase would get a cash prize of Rs 1,00,000. Five such winners would be judged by a panel which comprises Bollywood actor Ranbir Kapoor, music director Pritam Chakraborty, film producer and director Gautham Menon, Pepsico India senior director marketing Ruchira Jaitly and advertising veteran-turned author Anuja Chauhan. Besides, the cash prize winner also gets the opportunity to enjoy the match from the Pepsi VIP box.

    Not many knew about Nikita Deshpande before the ad she made got recognition and was telecast on television. Deshpande is an aspiring filmmaker and has been working in the film industry. With the help of her friends, she ensured that they don’t leave any stone unturned. From VFX to colour correction, from set designing to voice modulation, from creativity to technicality, the ad ticked all the check boxes. Practically by paying just Rs 1,00,000, Pepsi got a quality ad without holding numerous meetings with creative agencies.

    PepsiCo India Holdings chairman and CEO D Shivakumar was asked during Goafest if consumers started making ads, what will agencies do? He replied, “The agency is very much involved in the campaign as a jury member and they will ensure that the content that’s showcased isn’t derogatory or controversial.”

    Ad filmmakers are the best story tellers and have the capacity to change the fate of brand with just one ad. However, here instead of making TVCs, they are judging them. This opens the door for many other companies too. If they aren’t satisfied with the creative agency or vice versa and they have a good consumer connection, they may ask consumers to make ads instead of agencies. However this has the possibility to irk the advertising fraternity.

    Ogilvy and Mather national creative director Rajiv Rao believes that Pepsi’s campaign is an amazing example of crowd sourcing. He says, “I don’t think advertising has to worry about anything. Crash the Pepsi IPL is also a creative idea. It is an amazing concept to engage consumers and if you have a platform like IPL and a product like Pepsi, you can experiment and implement such ideas. All the ads that have been aired would have been rejected if an agency would have approached with it. The concept behind crash the Pepsi IPL is not the video but the engagement and this is not something new. Twenty years back also agencies interacted with consumers for taglines and slogans. This is a one of a kind campaign where the motto was to make the country a part of it. At the end of the day, people want to see quality ads executed exclusively, which only the ad agencies or evolved ad film makers can produce. Whenever an ad agency make an ad its tested, well researched and then executed and hence in my opinion Crash the IPL is a great concept but advertising agencies have nothing to worry about. The bottom line is – Not everyone can make an ad.”

    On the possibilities of the advertising fraternity getting impacted by Crash The IPL campaign, Lowe Lintas + partners national creative director Arun Iyer says, “I think it is an interesting and creative idea when it comes to engagement. People will submit good videos and some would be silly too. I don’t see any possibility of the advertising fraternity facing a blow of any sorts. The agency will stay relevant the way they are and we will keep making ads for various clients.”

    A source from the advertising fraternity asserts, “There will be few more attempts by different brands and not all will succeed. Pepsi’s campaign has given an option to brands not satisfied with the agencies to try something different and this thought will stay in the mind of the agencies when they go for a client meeting. Overall, if we keep doing quality work, no one will be able to take our place. Yes, while consumers are making the ad, the brand is also surrounded by popular figures like Virat Kohli and Ranbir Kapoor. We have to keep that in mind too.”

    Maxus managing partner South India & South Asia Sanchayeeta Verma opines, “Our world has changed. Both professional broadcast content and amateur but exceptional user-generated content co-exist today and there is a place and need for both. This is a brave move by Pepsi, acknowledging what is happening in the real world and acting on it. The communication solutions that agencies provide don’t exist outside the real world and they should embrace this trend, rather than worry about it. Our content teams at Maxus have spotted this trend in the past and done some very compelling work for our brands, using this trend.”

    Stalwarts like Satyajit Ray and Christopher Nolan started their career making ad for different brands, and the breed keeps multiplying with time. Ad filmmakers are always tagged as the best story tellers but sometime the standards does tend to dip. Crash the IPL campaign is a wakeup call for agencies… till they manage to stay unique, creative and allusive, no one can take their place, but if they ever become lackadaisical, there are other options too.

  • Parle Agro partners Posterscope for Frooti rebranding campaign

    Parle Agro partners Posterscope for Frooti rebranding campaign

    MUMBAI: When Parle Agro decided to introduce a refreshingly new visual identity for its legendary mango drink ‘Frooti’, it vested the responsibility with Posterscope India for its Out-of-Home (OOH) communication.

     

    The new Frooti campaign is designed to be impactful with bold graphics and vibrant colours, wherein the communications focus is entirely on the visuals of the new packs that are depicted to be larger-than-life.

     

    The task put forth by the Parle Agro team to Posterscope India was to create a buzz about the brand’s new look and leave a lasting impression on the consumer’s mind such that it would support and boost its on-ground visibility.

     

    Posterscope conceptualised and created an outdoor implementation strategy for Frooti that was nothing less than omnipresent. It delivered month-long visibility to the brand across 100+ markets pan India to address the objective of establishing the product as a leader and as the voice of authority in its category. The campaign was not just high impact, juxtaposed against sustained visibility, but also exhibited high cost efficiency.

     

    Using its novel research study – Outdoor Consumer Survey (OCS), Posterscope conducted an analysis to target consumers wherein it identified the most relevant touch-points and high footfall locations across market segments. Further, with the help of its proprietary ‘Prism’ suite of tools, Posterscope created a judicious mix of impact, reach, frequency and intrigue by using a combination of large and small format media units.

     

    Meticulous planning was undertaken for appropriate media selection and media placement at key high traffic locations, arterial roads, congregation points, product consumption locations, hangout places and transit places. While the largeness was provided through billboards, the differentiation was created by the right kind of media mix that encapsulated more than 20 different outdoor media formats including street furniture and transit media. 

     

    To stand out and create differentiation in the cluttered metro markets, Posterscope created media clusters. For this, a combination of multiple media touch points were rolled-out within close proximity to create ‘The Frooti Life Zone’.

     

    The challenge for the Posterscope team was to get the campaign live almost simultaneously across a humungous geographical spread of metros, state capitals, tier 1 and tier 2 towns, tourist locations and national highways.

     

    Additionally, there were multiple creatives manifesting “The Frooti Life” that had to be used prudently to offer visual freshness to the campaign. It required extensive implementation, planning and flawless coordination from the Posterscope teams across regions to achieve this herculean task.

     

    Parle Agro JMD and CMO Nadia Chauhan said, “We are employing a differentiated marketing strategy with the entire brand revamp and new positioning for Frooti. With our new campaign, we want to make the brand relevant and appealing to consumers across generations and build higher aspirational values around it.”

     

    Posterscope APAC regional director Haresh Nayak added, “We are glad to be associated with the brand-revamping exercise of Frooti ensuring the creating of high impact visibility with the wide spread outdoor campaign.”

     

    Consequent to the task undertaken, the result was an extremely visible outdoor media campaign that was delivered seamlessly across 100+ markets and entailing nearly 2000 media units – all implemented in record time. 

  • India’s youngest CEO Suhas Gopinath’s journey of highs & lows

    India’s youngest CEO Suhas Gopinath’s journey of highs & lows

    MUMBAI: If a 14 year old boy frequently visits an Internet café in India, he is often presumed to be viewing prohibited sites. However, Suhas Gopinath a small boy from Bangalore, made such use of internet café that no mother will stop her child from visiting one anymore! Gopinath taught himself to make websites with the help of books used on the internet to start Global INC.

     

    How He Started:

     

    In the beginning of 2000, usage of internet was very expensive in India and something that Gopinath could not afford out of his pocket money. So he decided to crack a barter deal with the internet cafe owner. “I went to the shop owner and asked offered him my free service. I told him that while he went out for lunch, I would take care of the shop and in return I would use his internet for free. That’s how I started,” Gopinath tells Indiantelevision.com. 

     

    It from that internet cafe that he started his journey.

     

    Parental Pressure:

     

    Indian parents always want their child to finish schooling, then engineering and ultimately land a great job. Gopinath’s family was no different. His parents also wanted him to be an engineer and entrepreneurship was a sin according to them. “Whenever I spoke about entrepreneurship, my mother reacted as if I committed a crime. The life cycle was pre-drawn and entrepreneurship has no room in it. I lied to my mom that I joined NCC classes after school so that I could give myself more time at the internet café. However, after my board exams, my mother was called for a parent teacher meeting where the teacher told her about my poor performance. Defending me, my mom replied saying that it wasn’t my fault but theirs as the NCC classes exhausted me. The stunned teacher was obviously stunned and that’s how my mom came to know about the truth. On our way back, my mother wept and told me that it was okay if I didn’t want to study because my elder brother was in IIM and would take care of me once he settled down. That was the only moment I felt sad as I never wanted to be taken care by anyone,” said Gopinath, who was by then the CEO of his IT Company Global INC.

     

    First Marketing Step:

     

    In the United States, he did his first marketing stint. Out of the yellow pages, Gopinath listed all the automobile companies without a website and mailed them from a fake id called ‘Micheal.’ 

     

    “Please send me your company details and website link, we want to sign a long time deal with your company,” he wrote in the email.

     

    As the companies didn’t have a website, they responded with a PDF. Gopinath replied from the faux id, “If you don’t have a website, you don’t meet the necessary requirement to be our client.”

     

    After a few days, Gopinath mailed them again from his official id offering to build a website for $500 and in case they needed it built in a day’s time, the charge would be $750.

     

    “There were more people opting for the faster option. But I was scared of the entire mischief and thought the FBI would be at my door any moment. So after a while, I confessed and 80 per cent of the people forgave me, while 20 per cent threatened legal action. However, eventually they all realised that a website is an important tool,” says Gopinath.

     

    The last encounter with Indian education system:

     

    Just because his mother wanted, he decided to complete his college. However, due to lack of attendance, his hall ticket was withheld. In the same year, he was invited to represent the World Bank’s ICT Leadership Roundtable, and he thought if he shows the certificate, the HOD would be proud of him and allow him to sit for the examination. The HOD replied, “It doesn’t matter if you work for State Bank or World Bank, I want 75 per cent attendance.”

     

    That reply shattered him. He says, “Education should be a manifestation and not a bookish one always. While it is very important to have an education, we need to change the system and introduce more practicality in it. A kid may not be equally talented in each and every subject.”

     

    Recognition and rewards:

     

    Gopinath taught himself to make websites with the help of books and made his one – www.coolhindustan.com, at the age of 14. With this, he incorporated his company Global INC the same year in 2000. He became CEO of his multinational company at the age of 17. According to the India Book of Records, Gopinath holds the record as “The Youngest CEO.”

     

    • In 2005, Gopinath was the youngest among the 175 recipients of Karnataka”s Rajyotsava Award.

     

    • On 2 December, 2007, The European Parliament and International Association for Human Values conferred “Young Achiever Award” on Gopinath at the European Parliament, Brussels.

     

    • In November 2008, he was invited to represent the World Bank’s ICT Leadership Roundtable for adopting ICT in Africa to increase employability and fostering ICT skills in students from these countries. 

     

    • He was announced as “Young Global Leader” for 2008–2009 by the World Economic Forum, Davos. In that position he would be involved in development programs across the world.  

     

    • He holds a diploma on global leadership and public policy from the John F. Kennedy School of Government and Harvard University.

     

    • Most importantly the mother who wanted his brother to look after him is proud of Gopinath and says, “I can’t take care of a maid in my house and he takes care of so many employees in his office,  though I was scared of entrepreneurship in the beginning as no one has ever gone for it from our family I am proud of Suhas and what he is doing” despite his huge wealth and global recognition Suhas Gopinath lives a normal life with his family in Bangalore. 

     

    The excerpts have been taken from his key note in Goafest 2015.

  • JWT names Carlton D’Silva as Hungama Digital Services CEO

    JWT names Carlton D’Silva as Hungama Digital Services CEO

    MUMBAI: J. Walter Thompson South Asia (JWT) has named Carlton D’Silva as Hungama Digital Services (HDS) chief executive officer (CEO) effective immediately. D’Silva will be reporting into JWT South Asia CEO Tarun Rai, while continuing to lead HDS’ creative leadership as its chief creative officer.

     

    In his new role, D’Silva will be responsible for leading the growth at HDS and further enhancing its creative output. He will partner Rai to seamlessly integrate and deliver on JWT South Asia’s creative vision to offer the best value proposition to its clients. He will have complete oversight of all six offices of HDS, including Hungama Promo Marketing.

     

    Rai said, “Carlton is a dynamic, creative leader with strategic capabilities, which makes him an ideal choice to head HDS. He is young, ambitious and has the drive to take HDS to the next level.”

     

    “We are delighted to elevate Carlton as the CEO of HDS. Apart from being one of the most experienced digital advertising professionals in India, Carlton has demonstrated tremendous leadership qualities in leading a team of top performers who have won accolades for their clients and given them innovative and sustainable solutions with impactful and engaging consumer interactions. In his new role, Carlton will prepare our clients from leveraging creative digital activations and transform their communities to transactions. I wish him all the very best, always,” said HDS director on-board Neeraj Roy.

     

    D’Silva added, “Hungama Digital Services has evolved over the years and I have been privileged to be a part of this journey. We are at a sweet spot when it comes to Digital Marketing. HDS has proved that we have always stayed ahead of the curve when it comes to new ways of communication and I do believe we will keep surprising everyone through innovations and ideas. I hope to make good on the learnings over the years, take HDS to greater heights and set the benchmark in digital communication through technology and collaboration.”

     

    D’Silva joined HDS in its early days in 1999 and was instrumental in creating the brand it is today. With an agile and dynamic team of visualizers, designers, and copy writers, he has been responsible for creating award winning ideas for brands across digital media in the form of social media activations, games, mobile apps, digital innovations and other forms of digital promotions for domestic and international clients.

  • Snaps brings branded ads to messaging apps; gets $6.5 million funding

    Snaps brings branded ads to messaging apps; gets $6.5 million funding

    MUMBAI: Snaps, a new platform for connecting advertisers with consumers across messaging applications and devices, has made available ‘Branded Messages,’ a solution for creating and distributing native advertising, in the form of custom branded emoji keyboards and sticker campaigns to consumers.

     

    The company also closed a $6.5 million in a Series A investment round from a number of investors in the technology, media and entertainment industries. The investment will be used to build and launch a full suite of products and services to help brands better market themselves in messaging.

     

    Snaps is the first end-to-end mobile messaging platform for marketers to organically insert their brand into the 50 billion messages consumers send daily. During the first three months of operation, over 20 brands, including Burger King, Logo for its RuPaul’s Drag Race series, Trolli, Time Inc.’s Food & Wine, Comedy Central, The Houston Rockets, Nickelodeon, Victoria’s Secret, Sony Pictures Entertainment, VH1, to name several, are working with Snaps to develop emoji keyboard and sticker campaigns using the Snaps platform, which already reaches 400 million active monthly users.

     

    Also announced, jointly with Trolli, of Ferrara Candy Company, is the launch of a custom branded keyboard for its new Sour Brite Crawler Minis and Extreme Sour Bites. Trolli, in partnership with agency of record, Periscope, works to build a passionate millennial following by rolling out new and innovative products as part of their integrated marketing campaigns. The company’s latest campaign includes a TrolliMoji app in partnership with Snaps aiming to drive engagement among its core customers with fun, creative and sharable gummi-related emojis via a free, downloadable keyboard that can be used across messaging applications and connected devices.

     

    Food & Wine editor in chief Dana Cowin said, “Food & Wine is looking forward to working with Snaps on a series of entertaining food emojis. Since our avid fans actively communicate with standard emojis all the time – some going as far as writing entire restaurant reviews in emojis – we wanted to create a whole new world of possibilities for the super foodie connecting the images with the objects of their obsession. A picture of a slice of cake is made infinitely better if it’s identifiable as a birthday cake from a world-famous bakeshop, or if the dish is recognizable as one from their favorite celebrity chef. For celebrations, our users will be able to share a gif of sabering Champagne. We will be able to constantly update the keyboard with new chefs and restaurant dishes and make sharing even more fun!”

     

    “Our thesis has always been that the language of the future is a visually based language. People love to send and receive visual content, be it a branded emoji, sticker or gif, to their friends as a means of personal, authentic and immediate communication,” said Snaps founder Vivian Rosenthal.

     

    Through partnerships with Kik, Kanvas and other messaging apps, Snaps provides a complete turnkey solution for brands, from content creation and distribution to real-time content management and publishing tools, and deep engagement analytics.

     

    “The global messaging market is massive and growing – every brand should have a strategy for reaching consumers in this channel. From millennial and teen consumers through to enterprise employees, people are shifting from Facebook and email to smaller group interactions and real-time communication on messaging applications. Snaps’ is a socket that provides access to these audiences in creative, visual ways – with content people actually want to engage with and share,” said Snaps CEO Christian Brucculeri.

     

    “There is a huge opportunity for Snaps to build for messaging apps what Buddy Media built for social. As consumers shift into smaller groups in messaging, there is an opening for brands to create new experiences that will make them a part of these conversations. Snaps is the first platform built to do this,” said Ragovin Ventures founder and managing partner and Snaps investor and advisor Jeff Ragovin.

     

    Snaps investors include, Media Link chairman and CEO Michael Kassan, Ragovin, VEVO CRO Jonathon Carson, mParticle co-founder and CEO Mike Katz and Sourcepoint founder and CEO Ben Barokas.

     

    Over the next six to twelve months, Snaps will continue building and launching products to help brands better market themselves in messaging. The company will also look to expand its team in New York City and across the US.

  • Cannes Lions programme adds new speakers & sessions

    Cannes Lions programme adds new speakers & sessions

    MUMBAI: More and more speakers have been confirmed for Cannes Lions this year, as the Festival’s programme continues to take shape. In the last week alone, nearly 50 new sessions have been added to the schedule of what’s on.

     

    Renowned scientist and broadcaster Professor Brian Cox will explore the key scientific principles that help unlock the mysteries around us before ZenithOptimedia will show how advertising is also a world underpinned by laws akin to scientific principles.

     

    Martha Stewart has been confirmed as a speaker this year, joining artist Emilie Baltz and wearable tech guru Billie Whitehouse as part of the Barbarian Group talk examining how creatives push themselves outside of their comfort zones to create new things in new mediums.

     

    Next up, AOL is bringing its “Digital Prophet” to Cannes Lions this year, with David Shing ready to argue that the power of creative storytelling is now more important than ever.

     

    Tencent’s SY Lau has already been named as Cannes Lions Media Person of the Year. He will also speak at a session covering exactly what’s happening right now in China’s digital landscape.

     

    Musician Pharrell is joining iHeartMedia for a conversation about how he’s been able to create hyper-successful constellations across media, entertainment and fashion by blending, art, science and instinct to redefine culture and commerce.

     

    Finally, SapientNitro has revealed that it will bring the founder of dating app Tinder to Cannes Lions. Sean Rad will take to the stage to tell the audience exactly how Tinder overturned the established order and radically changed the dating game. 

  • Grey ups Subbaraju Alluri as CEO of Singapore & Thailand

    Grey ups Subbaraju Alluri as CEO of Singapore & Thailand

    MUMBAI: Grey Group Singapore has promoted Subbaraju Alluri to area director and CEO of Grey Group Singapore and Thailand.

     

    Alluri began his career in advertising as a management trainee in DDB Chennai. After stints at JWT and Rapp Collins, he joined Grey Group Indonesia. During his tenure, Alluri was instrumental in expanding the workforce and clinching big accounts like BMW, Indosat, Daihatsu and Wyeth.

     

    His leadership qualities and stellar performance prompted a move to head Grey Group Singapore’s local operations in 2005. He has been credited with boosting the agency’s profitability by leading the team to win major accounts such as Sentosa, Ministry of Manpower, Contact Singapore, LASALLE College of the Arts, GlaxoSmithKline, Norton, Vitagen, Wyeth, British Council, Al-Maha Airways (Regional) and Qatar Airways (global). He also made several strategic senior hires and increased the local team size by five times.

     

    “Raju’s aptitude and contribution has been invaluable. I am sure with his leadership and vision, he will transform Grey Group Thailand into becoming the agency of choice,” Grey Group Asia Pacific chairman & CEO Nirvik Singh.

     

    “It is truly an honour to be given the opportunity to lead the Thailand team, as well. I am looking forward to taking the agency to new and greater heights,” said Alluri.

     

  • Vineet Jain, AroonPurie, Uday Shankar and CVL Srinivas bag top honours at 3rd IAA Leadership Awards

    Vineet Jain, AroonPurie, Uday Shankar and CVL Srinivas bag top honours at 3rd IAA Leadership Awards

    MUMBAI: The International Advertising Association’s (IAA) India Chapter today announced the winners for the 3rd IAA Leadership Awards at a glittering ceremony held in Mumbai. The event, presided by Honourable Union Minister of State for Finance Sri Jayant Sinha, brought together the most creative and strategic minds from the world of Marketing, Media and Advertising industry as they competed against each other for the coveted awards.

    The 3rd IAA Leadership Awards celebrated the hard-work and efforts put in by professionals from across industries that have enabled their brand promise and message to further their respective brands’ propositions with consumers.

    Congratulating the winners, Chief Guest for the evening, the HonorableUnion Minister of State for Finance Sri Jayant Sinha said, “It is an honour to be present in a room full of achievers. Politics much is like marketing in many ways. In my experience I have learnt that Indian consumers are a very different lot, very different from consumers internationally. They are emotional, relational and definitely need value for money – paisa vasool is a must. So when we are speaking to the Indian consumers as marketers, much as we in politics do, we need to keep these aspects in mind. Having said that, I would like to congratulate the winnerstonight, and hope they celebrate their success over years to come.”

     

    Speaking on the occasion, Srinivasan K Swamy, President of IAA’s India Chapter said, “It is wonderful to be in the amidstof a collection of individuals who are seekers of excellence. I am humbled and proud at the same time. Humbled, because I am in the midst of a distinguished audience and proud, because this is only the third year of IAA Leadership Awards and it has already established itself as an industry standard. I would like to thank for the support I received from Raj Nayak for putting steam behind an award that the industry looks forward to.”

    The 3rd IAA Leadership Awards were presented by COLORS. Speaking about the initiative, Raj Nayak, CEO – COLORS said, “IAA is undoubtedly the best platform in the industry bringing together creative minds, and the IAA Leadership Awards celebrates the leaders who empower like-minded individuals to push their boundaries with great campaigns and hard work. Associating with the event is an absolute honour and we would like to extend our heartiest congratulations to the winners for their contribution towards the development of the industry. We look forward to further our association with IAA and continue to applaud the efforts put in by professionals on this national platform.”

    Kaushik Roy, President – Brand Strategy & Marketing Communication, Reliance IndustriesLimited, announced the Hall of Fame award to I Venkat – Director, Eenadu Group along with the Srinivasan K Swamy and the Chief Guest – Jayant Sinha. He ended the proceedings by thanking all the winners, the judges and the hosts and the Chief Guest for gracing the occasion and making it a memorable evening.

     

  • Dentsu acquires Israel’s digital performance agency abaGada

    Dentsu acquires Israel’s digital performance agency abaGada

    MUMBAI: With the aim of strengthening its presence in Israel and neighbouring countries and enhancing the range of digital services provided, Dentsu Aegis Network Ltd. has acquired Israel’s digital performance marketing agency abaGada Internet.

     

    Founded in 2010, abaGada does not just stop at search engine optimization (SEO) when it comes to search engine marketing practices; the company’s grasp of various internal and external factors such as the analysis of customer and user behavior and other strengths in the digital performance marketing domain leads to results. 

     

    Moreover, abaGada offers a variety of services including search engine marketing (SEM) to increase the number of visitors from the search engine to owned media such as a corporate website, and the creation and dissemination of owned media content coupled with social media. Although many of its clients are companies operating in Israel, abaGada also provides services targeting the customers of multinationals in 40 countries across Europe, the Middle East and Africa. 

     

    There are a number of excellent venture companies in Israel, and the country’s reputation for its innovative strengths has resulted in its being referred to as the second Silicon Valley. With its advanced technological strengths and development capabilities, abaGada is expected to function as the Group’s digital technology hub in Israel and neighboring countries in the region. 

     

    The Dentsu Group has to date provided services to clients in Israel through its media communications agency Carat, one of the Group’s global network brands. Post-acquisition, abaGada will transition toward operating as iProspect, another of the Group’s global network brands which has strengths in the digital performance domain, and provide impetus for the development of a collaborative framework with Carat in the media and digital domains. 

     

    For the year ended December 2014 abaGada revenue stood at GBP 3,500,000.