Category: MAM

MUMBAI: For 18 consecutive months, it has been a tough call with advertisers tightening their belts. The climate now seems to be improving. According to a recent study, global ad spend at rate-card values in the first quarter of 2010 increased by 12.5 per cent year-on-year totaling $110 billion, boosting the hopes of the global ad industry including India which posted a 34 per cent jump.

All regions posted positive growth in the quarter, with Latin America driving the biggest increase, up 48 per cent in ad spend compared to the first quarter of 2009, according to the latest Global AdView Pulse report from Nielsen.
 
 
Brazil, Mexico and Argentina posted the highest ad spend year-on-year increases in the first quarter (55 per cent, 43 per cent and 35 per cent respectively), followed by India (34 per cent) and Hong Kong (24 per cent).
Ad spend in the US, the world’s largest ad market, increased by four per cent year-on-year.

Nielsen deputy MD Michele Strazzera says, “After 18 consecutive tough months for advertising, we’ve finally hit positive territory and turned the corner, but these growth numbers are coming off a very weak base and are mostly based on rate-card figures. While a double-digit recovery is a promising sign, numbers are still considerably far from pre-recession levels and the dimension of the growth is indeed linked to the poor performance of the first half of 2009. Nevertheless, we’re seeing advertisers regain confidence again especially in financial services and automotive industries, which were two of the hardest hit sectors during the recession.”

Three of the world’s largest automotive companies are featured in the top ten advertisers in the first quarter. The Winter Olympics in and the run-up to the World Cup also provided a boost to global ad spend in the first quarter, but it is expected that the year will close flat or slightly positive in real terms.

Regionally, ad spend increased by 13 per cent in Asia Pacific.
 
 
“The growth of advertising is closely following the path of the post-recession boom. That said, it’s important to put these impressive growth numbers into context. The first quarter spend overall represent a more contained 16 per cent increase versus the pre-crisis 2008 numbers,” added Strazzera.

Globally, television attracted the largest share of advertising, up 16 per cent in the first quarter compared to the previous year. TV ad spend posted double-digit increases in every region. A review of previous recessions indicates that advertisers returned to TV as their main medium once ad spend was back on the cards since it allows them to be seen and heard by the widest audience.

“A return to television spend is another positive sign of recovery. If we exclude the Internet, which was the only medium to post growth last year, television has been the medium to lose the least and the first one to bounce back,” continued Strazzera.

Radio and newspaper ad spends rebounded with 10 per cent and nine per cent growth respectively. Meanwhile, magazine advertising remained flat on a global basis.
 
 
“Though still negative, this is the best quarterly result registered for magazines since the second quarter of 2008. While still in decline, there is improvement compared to 18 months ago,” said Strazzera.

Looking outside the four major traditional media types, the Internet continued its positive trend, and closed the first quarter of the year with a 12 per cent ad spend increase versus the same quarter in 2009.

Fast moving consumer goods (FMCG) companies—the top ad spenders in 2009—continued to be the largest spenders in the first quarter of 2010 (23 per cent) while automotive (19 per cent), financial services (17 per cent) and durables (16 per cent) rebounded in every region.

Within the FMCG sector, all categories posted growth of more than 20 per cent increases with Housekeeping Products and Cosmetics and Toiletries leading the growth (27.4 per cent and 25.6 per cent respectively), while Food and Drink followed closely behind. The FMCG categories together with Domestic appliances represent the top five categories for growth both in value and as a percentage change.

The world’s top FMCG manufacturers, Procter and Gamble and Unilever, were the world’s leading spenders on advertising in the first quarter.

MUMBAI: Leveraging on the accomplishment that it achieved through its happy price menu campaigns in recent years, McDonald‘s is ready to launch its new campaign that further highlights the message of ‘affordability‘.

Come 17 July, the campaign will be initiated with a television burst as there will be a carpet bombing for two hours across 10 channels. This will include GECs, music channels, sports channels and movie channels. 
 
The TV burst, comprising two commercials, will serve as a quick build up for the campaign that will be visible on television for 30-35 days.

The latest campaign idea hits on a novel way for young people to ‘bribe‘ themselves out of sticky situations in life “as the prices at McDonald‘s much loved burgers are so affordable!”

Said Leo Burnett advertising VP Samarjit Choudhry, “The Happy Price Menu platform has worked very well for McDonald‘s in the past, especially with India being a value driven market. We have leveraged this platform further with our new integrated campaign which drives the affordability aspect of McDonald‘s. The central idea revolves around the thought ‘You don‘t need to think twice when McDonalds has burgers at only Rs. 25‘. I think the new TVC will be clutter breaking and help further establish the Happy Price Menu products and the price points.” 
 
Added McDonald‘s India senior director – marketing Rameet Arora, “With McDonald‘s, globally and in India, value has always been a key offering. With this campaign we are re-enforcing our promise of everyday affordability and a fun place to be.”

Once the television initiative takes off, campaigns across other media platforms will hit off after a 10-day gap. McDonald‘s is planning for a nationwide visibility through out-of-home with a special thrust on Mumbai. The company is expected to put up over 100 hoardings in the city to attain campaign recognition. 
 
Radio will also be used to create brand recall and will be conducted on a city-on-city basis. The campaign will be leveraged across all radio channels in the morning and evening day parts.
 

MUMBAI: German vodka brand Wodka Gorbatschow has appointed Metaphor, the second agency from Triton Communications, to handle its creative duties for the Indian market.
 
As part of its new mandate, the agency will device a 360 degree campaign for the brand -part of the Allied Blenders & Distillers‘ portfolio – that will include TV, print, OOH, radio and digital.
 
The account was earlier handled by Alok Nanda & Company Communications. TME is the media agency.
 

MUMBAI: Sony India has retained Lintas Media Group as its media agency following a multi-agency pitch.

It may be recalled that in 2008, Lintas Media Group (LMG) had retained Sony India business following a pitch process at Asia level. 
 
The size of the account is pegged at over Rs 1 billion, according to industry sources.

The other agencies that had also contested for the account were Mindshare India and Madison Media. 
 
This summer, Sony India had again called for a pitch which saw participation by Mindshare, Madison along with Lintas Media Group.
 
To put things into perspective, LMG COO president Sudha Natrajan, “We had first won the account in India in mid-2006 and we are delighted to have continued our relationship with the brand. India being a key market, Sony India’s decision to continue with us comes as a huge recognition and reaffirmation of faith in the agency. The biggest revenue contributor of Sony India, which is Bravia Televisions, has become the largest selling brand in India today. Cybershot cameras have been a market leader now for years.”

Added Sony India marcom manager Divya Rao, “As part of the review, we evaluated many agencies and came to the conclusion that Lintas Media Group, the incumbent agency, had what it takes to best meet our requirements.”

The other accounts in the LMG kitty include the recently won Bill & Melinda Gates Foundation funded Urban Health Initiative along with ITC Ltd, Maruti Suzuki India Ltd, Bajaj Auto, MRF, Sony, UTI, Religare and Voltas.

NEW DELHI: Following MTV Networks’ recent commitment to the Asian Television Advertising Coalition (ATAC), Casbaa announced that Disney Channels Southeast Asia has also joined the alliance dedicated to the growth of the Asian subscription-TV advertising pie.

The alliance now comprises Discovery Networks Asia, Bloomberg Television, CNBC/ Universal Networks International, Disney Channels Southeast Asia, Fox One Stop Media, MTV Networks, Sony Pictures Television and Turner International. 
 
“It’s been more than half a year since we opened Disney Channel to local advertising in Singapore and the Philippines to very favorable results and promising performance. Joining ATAC to continue to grow our advertising business is the next logical step and we are pleased to be part of this alliance,” said Laura E. Wendt, VP and MD of Disney Channels Australia, New Zealand, Korea and Southeast Asia.
 
“The lengthening list of stakeholders reflects increasing industry recognition of the value of the ATAC campaign.” said Casbaa CEO Simon Twiston Davies. “Our networks, our platforms and our agency partners see great value in subscription-TV advertising, which is set to extend well in advance of the forecast 8.5 per cent GDP growth across the region over the next 12 months.”
 
In the meantime, ATAC partnered with advertising agency TBWA/Tequila to organise a workshop in Singapore on 5 July, bringing over 20 sales and creative directors together to develop strategies to further drive pay-TV advertising revenues.

MUMBAI: In a bid to expand in the Asia pacific market, Mumbai-based digital media company Komli Media has raised venture capital funding worth $6 million from existing investors Nexus Venture Partners, Helion Venture Partners and Draper Fisher Jurvetson. Helion was the lead investor in the current round. 
 
The primary focus area in the APac region will be Singapore, Philippines and Malaysia. 
 
Meanwhile, part of the funds raised will also be used in developing technology and improving the sales team.

BANGALORE: Mahindra & Mahindra Ltd (Mahindra) has launched its Maxximo mini-truck in Karnataka and Kerala. 
 
As part of its marketing strategy, the company has launched a multimedia campaign with a major push on television. Radio jingles, newsprint ads and online campaigns have also been planned.
 
A TVC with live animation created by Saatchi & Saatchi will start airing on major regional channels in the two states while Maxximo promotional jingles will commence on Radio One 94.3 and Radio City 91.1 Lodestar is the media buying.
 
“This is by far the biggest launch by us since we launched the highly successful Xylo,” revealed a source. “We will be launching variants of the Maxximo,” he added.
 

MUMBAI: Creativeland Asia has been assigned the creative duties of the German luxury car manufacturer Audi for the India region following a multi-agency pitch.
 
As part of the mandate, the agency will handle the duties for Audi India, including the Audi A8 launch and the digital business for Audi. 
 
Creativeland Asia will devise a 360-degree campaign for the launch that will comprise television, web and social media and will also be responsible for managing the Audi brand across events, CRM, on-ground promotion and retail.
 

MUMBAI: As Edelweiss Capital expands operations into various consumer services, primarily retail broking and mutual fund, it has launched a fresh advertising campaign that articulates the consumer‘s need to act on their dreams and aspirations without fear.

The multimedia campaign positions Edelweiss, a diversified financial services group, as an enabler of aspirations. 
 
The campaign rolls out on Hindi and English business news and entertainment channels with support in print, cinema and internet. Each media platform will play a specific role.

Created by Ideas@Work, a boutique agency, the TVC has been directed by Prashant Godbole and produced by Films Group.

While TV will be used to gain empathy of consumer through articulation of his innate wants to do more for self and family, press will build on the TV campaign by providing specific products that can help the consumer realise his aspiration of investing smarter/better. The medium will be used to drive home the brand advantage.
 
Cinema will reinforce TV and print and use various innovations in key theatres. The online platform, meanwhile, will direct investors to the product that helps them realise better investing.
 
Edelweiss Capital, founded in 1995, offers a range of products and services spanning varied asset classes and diversified consumer segments. The product offerings are broadly divided into investment banking, brokerage services, asset management and financing.

The company soon plans to be in housing finance and life insurance.

MUMBAI: Allied Blenders & Distilleries (ABD), the third largest spirits company in India, has appointed TME to manage the media requirements of the company following a multi-agency pitch.
 
The size of the account is estimated to be in the region of Rs 15 crores and will be handled by the agency‘s Mumbai office.

Said Allied Blenders & Distilleries VP – marketing Ahmed Rahimtoola, “ABD has currently very ambitious growth plans including new launches in the pipe-line. We were looking for a partner to deliver our communication to the target audience in the most appropriate manner and TME‘s approach seemed to be in line with our thinking.”
 
ABD manufactures brands like Officer‘s Choice, Wodka Gorbatschow and Jolly Roger Rum.

TME Mumbai has been assigned the mandate of managing media requirements of Allied Blenders & Distilleries Pvt. Ltd. (ABD), the third largest spirits company in India , promoted by industry stalwart Mr. Kishore Chhabria. 
 
Said TME president Divya Radhakrishnan, “We look forward to delivering cutting-edge solutions to meet the needs of various brands in ABD‘s portfolio.”