ITV

Category: Media and Advertising

  • ‘Post 2-min ad cap on TV, OOH medium will see double digit growth’

    ‘Post 2-min ad cap on TV, OOH medium will see double digit growth’

    Out of Home industry has always been categorised as a supporting medium for television; however, it has gained more popularity amongst advertisers after the two-minute ad cap on television. Interestingly, television medium has sufficient channels and different TV slots to cope up with ad cap restriction. But I really think that OOH medium will grow and see double digit growth in the next three to five years. The key reasons for OOH medium’s growth would be that people have figured out better ways to utilise this medium in terms of innovations, latest technology and result orientated campaigns  and another reason is that the young audiences is spending ample amount of time outside, therefore this medium becomes much more relevant.

     

    The FMCG category has never made a significant use of OOH medium. But this will change consistently and this medium has more potential for the FMCG category. But the OOH medium will see a lot of spends from the entertainment and movies categories. Also, the OOH medium will see huge impulse spends from e-commerce sites and therefore this area will grow. I also believe that it will be difficult for brands to pay such sharp increase in rates.

     

    I believe that outdoor advertisements are one of the most cost efficient ways to reach potential customers and clients. Additionally, we can target with OOH the consumers across culture, language, season, age, and in any format. In order to address GAPS in terms of marketing reach, OOH is the best customized solution for the organization.

     

    However, there is tussle between advertisement spend when it comes to Internet and OOH. In fact OOH media is used throughout the year for product launches, branding initiatives, sales activation because of its cost-effectiveness.

     

    But I am also sure that TV budget will never be kept nil as it is an important medium. But having said that, a brand needs to be always active in OOH medium, as it gives multiplier effect on ground level. The large format with its local communication, singular pictorial representation, minimal and bold message, strategic locations, cost efficiency and media effectiveness helps a brand deliver its key message to a large audience in an uncluttered environment.

     

    With new techniques, innovation and new formats, outdoors has earned its share in the market. Brands which are looking at exploring unique solutions, outdoor offer them great creativity in still media and random visibility with the help of transit media.

     

    Importantly, outdoor will have to compete with print, radio and most importantly social media. Innovations will play crucial role if more brands are diverting their interest on this medium. Ambient and transit media along with BTL activation will become important.  Monitoring system and assured ROI will enhance the preference for the medium.

     

    (The writer is the Managing Director, Global Advertising)

  • SodaStream unveils Scarlett Johansson as its first-ever global brand ambassador

    SodaStream unveils Scarlett Johansson as its first-ever global brand ambassador

    NEW JERSEY: SodaStream International has signed actress Scarlett Johansson as its first-ever Global Brand Ambassador. Johansson, a Tony winner and four-time Golden Globe nominee, will become the face of a new marketing campaign for the world’s leading home carbonation system. The multi-year partnership will kick-off when SodaStream premieres its first ad featuring Johansson during Super Bowl XLVIII on Sunday, February 2, 2014.

     

    “We are thrilled to welcome the remarkably talented Scarlett Johansson into the SodaStream family,” stated Daniel Birnbaum, CEO of SodaStream. “Scarlett is a long-time user and genuine fan of our products, a role model for healthy body image and a champion for environmental responsibility, making her the perfect choice for our global ambassador. She truly embodies our brand values and we are honored to have her join our team.”

     

    Johansson believes that being healthy is about commitment, determination, and self-empowerment. These core values emulate SodaStream’s mission to revolutionize the beverage industry by empowering people with easy-to-use, fun ways to enjoy better-for-you, better-for-the-environment bubbly beverages.

     

    The actress has loved sparkling water since childhood, which led her to discover SodaStream. Now a loyal user for years, Johansson has a soda maker in her home and is an enthusiastic fan of the brand.

     

    “I’ve been using the SodaStream products myself and giving them as gifts for many, many years,” said Johansson. “The company’s commitment to a healthier body and a healthier planet is a perfect fit for me. I love that the product can be tailored to any lifestyle and palate. The partnership between me and SodaStream is a no brainer. I am beyond thrilled to share my enthusiasm for SodaStream with the world!!”

     

    SodaStream empowers consumers to create their own carbonated beverages at home, just the way they like them. SodaStream soda mixes are available in over 100 flavors, and generally contain 2/3 less sugar, 2/3 less calories, no high-fructose corn syrup and no aspartame. With an innovative re-usable bottle, the SodaStream system drastically reduces the waste created by plastic bottles and cans; a true revolution in the way people consume carbonated drinks. The company is confident that in her role as Global Ambassador, Johansson will help consumers embrace home soda making as the future of the beverage industry.

     

    About SodaStream 

    SodaStream International is the world’s leading manufacturer and distributor of home beverage carbonation systems, which enable consumers to easily transform ordinary tap water instantly into carbonated soft drinks and sparkling water. Soda makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks and sparkling water. Our products are environmentally friendly, cost effective, promote health and wellness, and are customizable and fun to use. In addition, our products offer convenience by eliminating the need to carry bottles home from the supermarket, to store bottles at home or to regularly dispose of empty bottles. SodaStream products are available at more than 60,000 retail stores in 45 countries around the world, including over 15,000 retail stores in the United States. For more information please visit www.sodastream.com.

     

    Forward Looking Statement 

    This release contains forward-looking statements, which express the current beliefs and expectations of management. Such statements are based on management’s current beliefs and expectations and involve a number of known and unknown risks and uncertainties that could cause our future results, performance or achievements to differ significantly from the results, performance or achievements expressed or implied by such forward-looking statements.

     

    Important factors that could cause or contribute to such differences include risks relating to: our ability to expand into our target markets, including the United States; our ability to continue to develop or maintain our presence in retail networks; our ability to develop and implement production and operating infrastructure to effectively support our growth; the success of our marketing campaigns and media spending in terms of increased sales or increased product and brand name awareness; our ability to maintain our customer base in markets where we have an established presence; the risks associated with our reliance on exclusive arrangements for the distribution of our home beverage carbonation systems and consumables in each of the markets in which we use third-party distributors; our ability to compete effectively with other companies which currently offer, or may offer in the future, competing products; potential product liability claims if any component of our home beverage carbonation systems is misused; our ability to protect our intellectual property rights; our being found to have a dominant position in certain markets which may place limits on our ability operate; risks associated with our being subject to fluctuations in currency exchange rates; our potential exposure to greater than anticipated tax liabilities; our products being subject to extensive governmental regulation in the markets in which we operate; adverse conditions in the global economy which could negatively impact our customers’ demand for our products; and other factors detailed in documents we file from time to time with the United States Securities and Exchange Commission. Forward-looking statements in this release are made pursuant to the safe harbor provisions contained in the Private Securities Litigation Reform Act of 1995.

     

    About the Super Bowl ad production:-

     

     
    Agency: 

    Humanaut

     

    Titles: 

    Director: Bryan Buckley 
    Creative Director: Alex Bogusky / David Littlejohn 
    Copywriter: David Littlejohn 
    Art Director: Stephanie Galabert

  • ZIRCA Digital Solutions gets a new national sales head in Anand Thakur

    ZIRCA Digital Solutions gets a new national sales head in Anand Thakur

    MUMBAI: Anand Thakur, a senior industry professional, has been roped in for Aidem’s recently launched Digital Brand Solutions arm, ZIRCA Digital Solutions. Unlike most networks in the industry, ZIRCA aims at leveraging on video, mobile and web to grab the audience’s attention with endless engagement capabilities using the platform of content. ZIRCA has built its business around the philosophy, “Its all about Content!”

     

    The company is working on bringing the desired content to the relevant user using the various platforms available today.

     

    Thakur, who comes with more than eight years’ experience in the Digital Media space, will be heading the sales function for ZIRCA Digital Solutions and will look into data and technology partnerships and sales strategy as well.

     

    Before joining ZIRCA, Anand was account manager for BBC Worldwide. At BBC, he was involved in analysing data trends and client performance, developing strong strategic sales plans and conducting strategic pitches. Prior to BBC Worldwide, Anand was a part of pilot team of Star Interactive to strengthen the digital presence of Star India, developing best practices and benchmarking initiatives for video ads.

     

    Anand said, “On the back of rising internet penetration and content consumption, the online advertising market has emerged as one of the fastest growing segments in the Indian Media. More and more brands are migrating from traditional media to online and mobile platforms while those who are already present on digital are seeking ways to exploit to medium to the utmost. I am very happy to join ZIRCA Digital Solutions at its launch stage and will aim at creating powerful cross-platform solutions around content & research. With its distinct product differentiation, ZIRCA will add value to brands through engagement. Besides, Aidem, with its extensive experience and track record with digital brands like Microsoft Advertising, The Economist Online, GETIT & Eros Now makes for an incredible platform for ZIRCA. Hopefully, it will throw up a new set of challenges for me. I am eagerly looking forward to this new role.”

     

    ZIRCA Digital Solutions senior vice president Neena Dasgupta said, “We are extremely excited to have Anand on board, as a part of our leadership team to spearhead the sales function. He comes with a rich experience in the digital medium and we are confident that his addition will strengthen our leadership team.”

  • What now for TV ratings and TAM

    What now for TV ratings and TAM

    MUMBAI: When the cabinet committee on economic affairs announced that it had approved the Telecom Regulatory of India (TRAI) recommendations on TV ratings guidelines in the first week of  2014 the first question that struck everyone was – what will TAM do now?

     

    The fracas between angry broadcasters and TAM has been brewing for  several years and finally came to its boiling point last year when seven TV networks announced that they were clicking on the TAM TV rating unsubscribe button. This put a big question mark over TAM’s very existence but it managed to get out of the corner it was in by hammering out a solution which was acceptable to most subscribers. 

     

    As far as the current threat to TAM’s continuance is concerned, the Cabinet’s go ahead to the proposed regulatory framework has now to be notified. When that will happen no one knows, though speculation is that it could be sooner than later. However, what is sure is that TAM will have 30 days from notification date to comply with its guidelines and then seek a licence from the Ministry of Information and Broadcasting (MIB).  From all angles it looks like a pressure cooker-like situation that the TV ratings provider has landed itself in. 

     

    Broadcasters seem to be the happiest of the lot. NDTV group CEO Vikram Chandra – whose company sued TAM in a New York court two years ago – is cock-a-hoop with delight that the government has affirmed what industry has been voicing since nearly six to seven years: that TAM and the ratings process in India needs to be spruced up.

     

    “The introduction of firm guidelines is a positive step as everything is clear now. It shows that we should never be hesitant to change something that isn’t right,” says Chandra.

     

    Whether TAM will manage to find the capital to ramp up its peoplemeter sample to 20,000 within a month or two is something that is concerning industry. What is also a big question mark is how the MIB will view the WPP group’s 50 per cent equity in TAM (through Kantar Media Research 20 per cent, and Cavendish Square Holdings 30 per cent), as mentioned in the NDTV suit with the supreme court in New York.

     

    “Kantar and Cavendish will have to exit since their parent is WPP. TAM has been worrisome and everyone has realised it. So now it has just two options, either shape up or ship out,” says a senior news broadcaster from the News Broadcasters Association (NBA).

     

    However, a source from the IBF presents another option. “We are a democratic country so the government cannot force things on anybody. TAM has the freedom to go to the court and appeal against the guidelines,” says the source.

     

     If TAM decides to oppose the guidelines and go to court and gets a stay order, then we might see some delays in the roll out of the guidelines. This will allow it to continue to operate until a final decision is given by the court, thus buying it some time. Additionally, the industry-backed Broadcast Audience Research Council (BARC) will also get some time to get its act together with the minimum 20,000 meters.

     

    Media agencies and advertisers aren’t too happy with the way the cabinet has thrust the deadline on TAM.

     

    Says a senior media professional:  “In the beginning of cable and satellite TV in India in the nineties, we had TAM and INTAM. The latter could not sustain itself and TAM continued. Then we had TAM and aMap in the mid of the previous decade. aMap too found the going tough without full industry support and folded up. The fact is TAM has started from scratch and survived so many upheavals. It is a sad situation to be destroying something that has been existing and running for so long. ”

     

    However, she is clutching on to a thin sliver of hope that TAM and BARC could co-exist for a while until things smooth out on the ratings front. 

     

    “The time given to follow and make all the changes as per the guidelines is impractical,” says Madison World chairman & MD Sam Balsara. “It is obvious that TAM will not be able to handle it all at such a short notice.”

     

    The Indian Society of Advertisers (ISA) chairman Hemant Bakshi says that he is discussing the consequences of the cabinet’s clearance to the new ratings guidelines with major advertisers and other players to gauge the possible impact on their businesses.

     

    One scenario that everyone is dreading is that TAM fails to comply with all the requirements within the time period it is given, and the courts dismiss its appeal, if it makes one. Will it then be forced to cease operations immediately and lead to a ratings-less period for the Indian television business? This is extremely alarming for all concerned.

     

    IPG Mediabrands CEO Shashi Sinha who is also in the technical committee of BARC feels that the management of the new proposed ratings system needs to pull their socks up, and accelerate the rollout of people meters. But even then he says that “we are hoping to be on our feet and start functioning only by September/October.”

     

    That seems a long, long time away, going by how things are moving. Madison’s Balsara is quite clear on the way forward. Says he: “As an industry we need ratings, all the time! Therefore, till BARC comes up, we need an alternate. As an industry we should appeal to the ministry to relax the deadline for the implementation.”

     

    Hence, it is imperative for all concerned – whether it is the MIB led by Manish Tewari, the government, TAM, the ISA, advertising agencies, broadcasters and BARC – to choose their next steps wisely.

     

  • Seven years of Out of the Box ideas!

    Seven years of Out of the Box ideas!

    MUMBAI: It was in 2006 when advertising professional Viral Pandya found his calling. With over 15 years of experience at that time, Viral wanted to break-free from the recycled ideas and clichéd advertising, and the outcome was Out of the Box.

     

    As the name suggests, the Delhi-based advertising company believes in taking the unbeaten path. As the agency turned seven on 10 January, the co-founder and chief creative officer believes that it has been a great ride ever since and he’s still enjoying the heady feeling. “While I was heading creative at Saatchi, I got this chance to set up an agency from scratch, and I grabbed it,” he recalls while on a celebration trip with his entire team to Shimla.

     

    On the years just a little short of the big 10, the team feels that the appreciation that it has received from clients, the industry, peer groups and award juries is the high point. “Year after year, we have won just about every award worth winning,” points out Pandya while stating more instances of their work been acknowledged and respected. For instance, a poster developed by the agency was displayed by Museum of Design in Zurich.

     

    The agency’s copywriter, Vaibhav Pandey, won the All-Star competition at the Portfolio Night organised by Art Director’s Club, New York. He was chosen as the Best Young Creative from New Delhi, and was invited to New York to work for the global campaign for Ford Motors. Apart from that, last year, Pandya was invited to be a jury member for the New York based One Show Awards (Design) that celebrates the best of the advertising world.

     

    The agency caught everyone’s attention a couple of years back when it won its first ever Cannes Gold Lion in Design for its work – Love blossoms here.

     

    The agency attributes all these accolades on a conscious effort to do away with the stuffiness of big agencies, and have more creative freedom and tighter creative control. “In this day and age, agencies will go to any extend to get more business, we are an exception. Our focus has always been quality, not quantity,” emphasised Pandya.

     

    Unlike others, Pandya doesn’t shy away from saying that awards are an important source of encouragement for him and his teammates. He believes that validation about anything is good, and who wouldn’t welcome it!

     

    He goes on to say, “I believe everything that goes out of the agency should carry our mark of excellence. We will go to any extend to live up to this belief.”

     

    But every agency would like to believe the same about them and thus when quizzed Pandya about what makes Out of the Box stand out, he candidly puts it that there are two answers to this. Quoting Abraham Maslow, he says, “If hammer is the only tool you have, you see every problem as a nail.” He further adds, “Thing is, if you are an ATL agency, you come up with just ATL solutions. If you are digital agency, your solutions are digital. Luckily, we approach every problem with a clean slate. We have competencies in every discipline – whether it’s design, advertising or digital. If it’s PR that the client needs, we have no hesitation in recommending that. Point is there’s no standard way to develop a brief; we define the marketing problem, keep an open mind, and arrive at a solution.”

     

    And the shortest way to put it according to him is: See our work. And you will realise how different we really are!

     

    Sounds like a lot like boasting, but the agency doesn’t feel that way. “Apart from the work, our people and the clients which have always supported, appreciated and encouraged us add up to make it worth it,” he says.

     

    The agency boasts of clients like Mother’s Pride, Haldiram’s Presidium, Adiva Healthcare and Art of Curry that have been with the agency since its inception. In fact, it was Mother’s Pride that had got them the Cannes Lion. The team had worked on it with collaboration with Bombay Duck Design and came up with numerous layouts and taglines before producing the award-winning designs.

     

    Small independent agencies have and are still mushrooming in the country, but not many last for long or are bought over/merge with bigger agencies. Dentsu India group (which acquired 51 percent stake in Taproot India) executive chairman Rohit Ohri believes that it doesn’t matter if you are a small or big agency, or if you work independently or are a branch of a giant group, it is the work that matters. “Size doesn’t matter. It is a level-playing field and the key differentiator is the work,” says Ohri who thinks even small and independent agencies can survive in the competitive world.

     

    However, Pandya says that a merger doesn’t make sense unless there’s a meeting of minds. “We set up Out of the Box to get away from the stuffiness of a big agency. So naturally, we will be careful before we jump into a merger. However, if our values and beliefs match, we’d be open to it,” he remarks.

     

    When quizzed if he regrets any decision taken about the agency so far, he says, “I only wish that we had started this venture a little earlier.”

     

    As he signs off, in an optimistic way he says that there will be big surprises from the agency, “You just wait and watch.”

  • Ad club’s effie awards to happen on 17 jan

    Ad club’s effie awards to happen on 17 jan

    MUMBAI: This is to inform you that Ad Club’s EFFIE Grand Gala Awards Ceremony will be happen on Friday, 17th January, 2014 at the Seaside Lawns, Hotel Taj Lands End, Bandra, Mumbai at 6.30 pm.

  • Conrad Clifford to lead IATA in Asia-Pacific

    Conrad Clifford to lead IATA in Asia-Pacific

    NEW DELHI: The International Air Transport Association has appointed Conrad Clifford as Regional Vice President for Asia Pacific.  Clifford joins IATA on 1 February 2014 and will be based in its Asia Pacific Regional Office in Singapore.  He succeeds Maunu von Lueders, who is retiring from IATA.

     

    Clifford’s career in aviation spans over 30 years. Most recently he served as Acting Managing Director of Antrak Air Ghana (2012 to 2013), and was formerly CEO of Monarch Travel Group (2010 to 2012) and of Virgin Nigeria (2005 to 2009).  His career has also included work for Cathay Pacific Airways, Virgin Atlantic Airways, Menzies Aviation Group and Emirates.

     

    “Conradbrings to IATA a unique perspective. He has broad and deep experience in both airlines and suppliers; and has lived and worked in many countries in Asia and around the world. I am confident that he will provide strong leadership to IATA’s activities as we serve our airline members and industry stakeholders in the dynamic and exciting Asia-Pacific region,” said Tony Tyler, IATA’s Director General and CEO.

     

    “I look forward to leading IATAin Asia Pacific as we embark on the 2nd century of commercial aviation. The region offers tremendous opportunities. Many of the region’s governments are using aviation as a critical element of their economic strategies. Some, however, are struggling to provide the foundation for the industry’s success. In both cases IATA has an important role to play. I, personally, will place a key priority on further developing IATA’s partnerships across the region. These will enable IATA’s global standards and global perspective to deliver maximum value to the safe, sustainable and profitable development of aviation,” said Clifford.

     

    “I want to thank Maunu for his service and contributions to IATA and to our members in Asia-Pacific over the last three years. I wish him a long and happy retirement,” said Tyler.  Von Lueders will retire from IATA on 14 March 2014.

  • Razorfish Germany bolsters creative muscle with ECD from TBWA

    Razorfish Germany bolsters creative muscle with ECD from TBWA

    MUMBAI: Razorfish Germany has appointed Preethi Mariappan as executive creative director. Her appointment further strengthens the creative department of 50 people across two offices located in Frankfurt and Berlin. One of Preethi’s most notable pieces of work is the Red Tomato Pizza Fridge Magnet, which picked up four Cannes Lions in 2012. Additionally she has received global recognition at One Show, Sabre, Dubai Lynx and Effies.

     

    Preethi’s appointment is effective immediately. She brings to the role an industry wide reputation and award-winning expertise across multiple sectors. Preethi will partner with all Razorfish clients helping navigate the unknown, drive change and enabling business transformation.

     

    Sascha Martini, CEO Razorfish Germany commented: “To be able to attract such amazing talent demonstrates the stellar industry reputation held by Razorfish. We are thrilled to have Preethi onboard, confident that she brings a complimentary set of skills and experience to the team.”

     

    Preethi Mariappan said: “With a focus on driving creative solutions that go beyond campaigns and deliver real business value, Razorfish has created one of the most exciting spaces to work in digital today. I look forward to joining the team and taking this vision further.”

     

    Daniel Bonner, Global Chief Creative Officer, added: “Our company is in the talent business as much as we are in the advertising and marketing business and Preethi’s appointment in Germany is one more significant step forward towards our goal – a world class talent pool across the entire Razorfish network. This announcement follows a number of key hires we made of award winning Executive Creative Directors in the US, UK and Asia/Pac in the last 12 months.”

     

    Preethi’s last role was with Digital ECD TBWA, heading up the Digital Arts Network by bringing together storytelling, people and products. Her tenure at TBWA commenced in 2010 when she joined as Head of Digital, working on clients including GE, Nissan, Standard Chartered Bank and GSK.

     

    She is founder of Adwomen Middle East, an advertising community for women.