Category: MAM

MUMBAI: The Fast Moving Consumer Goods (FMCG) sector has emerged as the industry of choice for this year‘s management graduates, with 44 per cent of students graduating in 2010 voting it as their most preferred industry in the latest Nielsen Campus Track-B School Survey.

Nielsen Campus Track B-School Survey is a syndicated study, which collects and interprets information about perceptions regarding recruiters and preference for them, amongst final year graduating management students from the top 40 management institutes in India. The Campus Track B-School Survey was conducted between October-November 2009 and interviewed 1362 students. 
 
FMCG also tops the ‘industry of future‘ list. Other industries preferred are management consulting, foreign banks, entertainment/ media, and software/ IT consultancy/ IT services.

Student‘s perception of players in the FMCG industry has changed over the years inching closer and closer to the traditional leaders, consultancy. While certain key consultant companies still dominate campus recruitments, as an industry, most FMCG players have gained in perception versus last year. The other industry that has shown a significant movement in preference is entertainment/ media industry.
 
In its 10th year, the Nielsen Campus Track B-School Survey gauged students‘ perceptions of companies and their considerations as they evaluate prospective employers. 1,362 soon-to-be graduates from the top 40 management institutes were interviewed.

According to the Nielsen survey, HUL and P&G are considered “dream companies” for students with 64.2 per cent and 60.9 percent of students considering to apply to these companies respectively. In line with last year‘s survey, Ratan Tata remains the role model for management students, due to graduate in 2010.

Said The Nielsen Company associate director client solutions Shaveta Bhardwaj,
“The security that FMCG sector provides forms a major attraction for the graduating batch. However, the affects of economic downturn can still be seen as three out of every four students feels that recession is going to affect their final placements.”

Industry of the future

After FMCG (33 per cent), the sectors showing promise for the future are entertainment/ media (28 per cent), management consulting (26 per cent), retailing and telecom (both 23 per cent), and oil & energy (22 per cent).

“The entertainment and media industry has been a growing sector for some time now. With the advent of international media houses and publications, this sector is only slated to grow further,” said Bhardwaj.

Drivers of choice

Among various factors that were cited by students for driving their decision to choose a company, good job prospects topped the list with 69 percent votes. Other factors that are critical for students in their selection of a company are high degree of independence (65 per cent), good market standing and good salary package (both 60 per cent), good job content (58 per cent), and a good take-home salary (57 per cent).

The average salary expectation of students from their “dream company” has notched up a few decimals to Rs 1.46 million this year. Salary expectation from a foreign company is almost twice than that from an Indian company. 
 
According to the Nielsen survey, feedback from seniors (79%), summer training experience (78%), and pre-placement talks (71%) are the most credible sources of information about a company for the class of 2010. The activities undertaken by a company on campus also adds to their standing with students. Case study presentations, interactive sessions with key industry personalities and sponsorships are the most-commonly held activities on campuses.

Triggers to switch jobs

Most graduates (almost 70 per cent) expect to move out of their first job in less than four years. The top three reasons for moving on are better career options (66 per cent), better salary (50 per cent), and better designation (44 per cent). 13 per cent of students would quit their job to pursue higher studies; however, a good designation with considerable autonomy, good pay and learning opportunities will deter them from further studies.

“Student preferences haven‘t changed much in the past year; a secure career is still a major attraction for them. However, it is going to be interesting to observe how much the new sectors and the changing economy will impact their choices in the years to come,” said Bhardwaj.
 

MUMBAI: The Emerging Media owned Indian Premier League (IPL) franchise Rajasthan Royals has roped in Paras Pharmaceuticals as a sponsor.

“Moov will be the Official Fitness Partner for the team. Set Wet will be the Official Hair Styling Partner for the Rajasthan Royals players. The aim was to find a local sponsor in Ahmedabad as the franchise is playing a lot of of its games there. The ‘Set Wet‘ logo will be sported by the team cheerleaders and the team jerseys would carry ‘Moov‘ branding,” says Emerging Media CMO Raghu Iyer.
 
While the deal is for one year, Paras is keen on extending the relationship.

Iyer adds that the franchise is looking for three more sponsors. Two will come from Gujarat as that is another big market for the Royals. “By the time the third season starts, we will have 12 sponsors. After the third season all our deals come up for renewal.”
 
Ultratech is the title sponsor. Other sponsors include the UB Group.

Puma is the company‘s licensing and merchandising partner. Iyer says that the company is putting the finishing touches on an elaborate plan which kicks off in the middle of January. “We are looking for two to three more parrners. The focus here is on offering value rather on simply adding partners. We will follow the adage of less is more here. At the moment I cannot comment on categories”. 
 
The marketing activities also kick off in the middle of January. This includes above the line like radio, TV and print. “In addition, we are planning mall activation. This could take the form of meet and greet events with key players from the team. This was not possible last time around as the IPL was shifted to South Africa,” says Iyer.
 

MUMBAI: Euro RSCG has appointed Shavon Barua as director Mumbai agency. The former JWT executive business director will take up her new role beginning next year.
 
Barua will be reporting to Euro RSCG CEO Suman Srivastava.
 
Incidentally, this is Barua’s second stint with the agency. She had earlier worked in Euro RSCG Delhi as head Reckitt Benckiser business.

Barua replaces Rajan Patel, who was with the agency for 14 years.
 
Barua has worked on clients such as Reckitt, Pepsi Foods, Nestle, Lakme, and Colgate Palmolive.
 

MUMBAI: US media research company Nielsen and Catalina Marketing, that offers consumer-driven print communications, have formed Nielsen Catalina Ventures to create the next generation of precision media solutions and return on investment (ROI) measurement tools.

The aim is to allow consumer packaged goods (CPG) and media companies to more effectively link the marketing exposures consumers see with what products they actually buy.
 
The 50-50 JV will integrate information from Nielsen’s TV, internet and household purchase panels, with purchase data from more than 50 million shoppers from a cross-section of retailers in Catalina Marketing’s network.

By directly and anonymously linking consumers’ television and online usage with in-store purchase behavior, Nielsen Catalina Ventures will enable CPG marketers and media companies to understand how well media campaigns are driving actual consumer buying behaviour. 
 
This unprecedented level of insight will help marketers shape their marketing and media campaigns for a greater return on investment. The JV will build on the success of Nielsen’s leading Internet ad effectiveness business and create the industry’s first TV ROI measurement service using data from Nielsen’s National People Meter panel.

Nielsen chairman and CEO David Calhoun says, “As consumers become more sophisticated and media platforms continue to fragment, advertisers must be able to build more precise and measurable media plans. 
 
“The only way to get there is with faster, deeper information. Nielsen and Catalina’s combined capabilities provide comprehensive, scalable solutions for clients to better shape their marketing investments and measure their campaign ROI with far greater precision, speed and agility. We are pleased to partner with Catalina Marketing in this first step toward a holistic measure of ROI that will redefine accountability in the CPG space.”

BANGALORE: Tata Photon Plus, the mobile broadband service of Tata Teleservices Limited (TTSL), has entered into a strategic marketing alliance with James Cameron‘s adventure epic Avatar by which users of Tata Photon+ will get a chance to win ‘Avatar‘ merchandise on purchase of Tata Photon+ that would be sold in special ‘Avatar‘ packaging.

Said TTSL vice president marketing communication Trivikram Thakore, “Avatar is a blend of live-action and new virtual photorealistic production techniques. ‘Avatar‘ and Tata Photon Plus signify the excellence in technology and innovation and will take the experience to a different level.”
 
In India, Fox Star Studios has planned to release the film on a grand scale informs Fox Star Studios India Head Marketing Distribution & Syndication Vivek Krishnani, “Avatar is the biggest cinematic event of the decade and there is an incredible buzz around the film in India and we are going all out to give it the best possible release.  
 
“The film delivers a fully immersive cinematic experience of a new kind and is sure to enthrall audiences. Both brands drive synergies in technological innovation and we felt this is a perfect platform to have Tata Photon Plus associate with us and support the launch of Avatar we are thrilled with the support this association brings to widen the reach of the film to a pan Indian audience.”

This is the first time that Tata Photon+ is being associated with a big ticket Hollywood project.
 

MUMBAI: Following the success of the first print roadblock on the Times of India (ToI), German car manufacturer Volkswagen created an out-of-home (OOH) roadblock in Mumbai.

Executed by DDB Mudra, Volkswagen took over the entire OOH space at a prominent Bandra junction that is witness to heavy traffic throughout the day. The OOH roadblock was executed in conjunction with the launch of the Beetle in India.
 
The campaign which read ‘It‘s official. Curves are back‘, is currently up in the western suburbs in Mumbai.
 
Said DDB Mudra president Rajiv Sabnis, “Volkswagen has an innovating spirit when it comes to marketing, just like the cars they make. They also believe in dominating the media not just the roads!

“After the hugely innovative and impactful “TOI Roadblock” we conceived the launch of the new Beetle with an innovative outdoor campaign. The six-part Beetle outdoor came together part-by-part heightening people‘s anticipation about the launch. Like the ‘TOI Roadblock‘, this is another first by Volkswagen and DDB Mudra.”
 
“The inspiration for this innovative outdoor idea came from the phrase ‘the sum of the parts is sometimes greater than the whole.‘ Thus the attempt was to accentuate the unique iconic shape of the Beetle that is known and loved the world over.

And what better way to do that than to show ‘a curve in every inch‘. Choosing such a prominent location only added to the tremendous impact of the idea,” said DDB Mudra Group NCD Rajeev Raja.

MUMBAI: My FM has appointed Giraj Sharma as an Ombudsman. Sharma will cater to the specific needs and requirements of advertisers as well as listeners using the medium of radio.

My FM has taken this initiative to strengthen credibility in the radio medium. The appointing of an Ombudsman is a step in the direction of resolving the factors which are keeping the medium under-utilized. 
 
Through this initiative MY FM is providing a platform where the issues and concerns related to the medium can be addressed and solutions arrived at to increase the effectiveness of radio.

MY FM Synergy Media Entertainment COO Harrish M Bhatia says, “94.3 My FM has been making sustained efforts in improving the station as well as the radio medium by undertaking several researches and studies. It has been a dedicated aim to bring a more planned and sustained evolution of the industry and the appointment of Giraj Sharma as an Ombudsman is another step in this direction.

“We are quite optimistic that this initiative of ours will bring in positive development within the industry and that our clients will appreciate this effort. This is the first time such a service will be available in the Indian radio market.”
 
Sharma is brand advisor consultant and the founder of BehindTheMoon Consulatnts that advises several brands like Mother Dairy‘s Nutrifit, Air Hostess Academy, L&T and McGraw Hill Education among others. 
 
As an Ombudsman, he will be offering solutions and addressing the concerns of its customers and consumers. His services will be available to listeners as well as corporate and retail advertisers.

He will help consumers ensure that they gain the maximum benefits from the medium. This would involve taking specific Brand and/or issue based research also, if need be.

MUMBAI: In the wake of a multi-agency pitch, TBWAIndia has secured creative duties of Wigan and Leigh College India (WLCI) while Madison India has secured its media duties.

Confirming the development, WLCI VP marketing Philip Abraham says, “We chose TBWAIndia because of their out-of-the-box ideas and innovations and the track record that Madison India has in handling the media duties. The account size is pegged at Rs 120 million.”
 
Agencies including Mudra, Newton and Euro RSG pitched for the creative duties while Lintas Media Group, MPG and Mudra Connext pitched for the media duties.

“We are glad to handle the account for WLCI and will start working with them from 1 January. We plan a complete 360 degree initiative which will include print, TV, OOH and below-the-line activities. The prime focus of our campaign will be print. As this is related to education, a lot of emphasis will be on digital and web also,” says TBWAIndia MD Nirmalya Sen.
 
“The campaigns will be breaking within a period of two months. There will be two types of campaign namely cyclic and regular. While the cyclic would break in February, the regular campaigns that will be out in May will run till September. Since we have courses for post graduates and also for working executives, the campaigns will break accordingly,” avers Abraham.

Prior to this, media duties of WLCI were being handled by Portrait Advertising. The college‘s creative duties were handled in-house last year. Prior to that, the creative duties were handled by Crayon Advertising.
 
When asked why WLCI again scouted for a creative agency, Abraham replies, “We have a massive expansion plan and college will have a complete brand makeover. And hence, we have gone ahead with this decision.”

MUMBAI: Ogilvy seems to be having a dream 2009, a year that was tough for advertising agencies as they battled against a slump in spends amid a global slowdown.

Ranked as the number one advertising agency by the Brand Equity Ad Agency Reckoner (BEAR) review for the year, Ogilvy has now been crowned as the Agency of the Year at the Effies 2009.
 
The agency pocketed a total of 120 points, picking up three gold, five silver and five bronze metals.

Sprite’s ‘Seedhi Baat, No Bakwaas‘ campaign won one gold while the Vodafone Zoozoos fetched two more gold Effies for the agency.
 
The five bronze metals were for Pond‘s (The Cinderella Effect: The Journey from Mass to Class), Sakshi (Move to Tomorrow), Vodafone (Chhota Credit), Vodafone (Happy to Help) and Tata Sky+ (Tata Sky+ Launch).

JWT India took the second spot with 50 points, bagging one gold, two silver and one bronze metals. The agency also won the Grand Effie for its ‘Teach India‘ campaign for The Times of India, which added 10 points to its total tally.

With 45 points in its kitty, Lowe Lintas stood at the third spot while Mudra Group made it to the fourth position, pocketing 35 points.
 
Lowe Lintas won one gold metal and two metals each of silver and bronze while the Mudra Group won three silvers and one bronze this year.

The other agencies making it to the Effies winning list this year were Rediffusion, Arc Worldwide/Leo Burnett, Bates 141 and McCann Erickson India.

NEW DELHI: The Directorate of Advertising and Visual Publicity (DAVP) expects the business in the current financial year to increase by 20 per cent to Rs 6 billion.
 
DAVP director-general Frank Noronha said the Directorate had already achieved a business of Rs 4 billion in the current financial year in the release of print and audio visual advertisements. 
 
“We had touched the figure of Rs 5 billion. We expect to end up with Rs 6 billion this fiscal,” Noronha added.
 
DAVP, the only advertising agency in the country reaching the remotest corners, had increased its business by 200 per cent over the last five years.