Category: Media agencies

Mumbai: dentsu X has released its findings from their Motivations Study, to help brands better understand the innermost drivers that influence people to act in certain ways. By understanding these motivations, dentsu X can drive growth for brands by decoding behaviour and connecting with valuable audiences like never before.

The fact files dive into how motivations play a role in customer decisions, and why traditional data often fails to capture these nuances. Profiling more than 400,000 people in 70 markets across the world, the study has identified six core motivations that drive everyone at varying levels: accomplishment, affection, information, possession, power, and protection. Each core motivation consists of 25 sub-motivations that are defined by individual statements that help dive deeper into the uniqueness of each person and their drivers.

The Motivations Study is being released as part of dentsu X’s privately owned and operated consumer insight tool CCS. Through CCS, brands can understand audiences on a deeper, human level. This includes understanding media behaviours, lifestyles, passions, favourite brands, and category behaviours.

The Motivations fact files include:

A deeper look at understanding people’s Motivations, such as why a customer buys a product and why they do the things they do.

How understanding motivations is important for understanding target audiences and bridging the expectation gap to become more relevant.

How understanding motivations is helping clients target truly relevant audiences with creative messages, plan intricate offline events and break biases in product positioning.

Link to the study: https://www.dentsu.com/sg/en/reports/thought_leadership___dentsu_x_motivations_study

dentsu Media APAC CEO Prerna Mehrotra said, “In today’s data-rich environment, for brands to be truly relevant, it is important for them to understand the underlying motivations behind audience behaviours. We are excited to share local insights on how understanding motivations can close the disconnect between the product offering and what consumers really want. Even within markets, we see distinct nuances that make the core motivation different from the sub-motivation. This report will help our clients understand the human truths about their audience empowering the brand’s planning process across all marketing disciplines.”

Mumbai: In 1998, Omnicom designed and built its first truly specialist media operation from the ground up – combining planning, buying, insights and client service together, and launched OMD.  Today, the world’s largest media network celebrates 25 years in business, a momentous event that resonates even more in Asia because OMD Hong Kong is OMD’s first standalone full-service operation in the world. 

The agency has come a long way from when the first office opened in Hong Kong with just three employees. From this market, the OMD brand expanded and in 2000, it formally became a global network where all market operations were united by a common leadership and vision. Today, OMD has a headcount of close to 2,400 in 13 offices in APAC; and 12,000 in over 100 countries globally. 

OMD was born in response to an increasingly complex media landscape in the 1990s, with clients seeking greater value, transparency and negotiating power.  This resulted in the separation of creative and media specialisms from full-service offerings to dedicated enterprises. Untethering the disciplines meant that media agencies could develop and grow specialist skills, implement media-neutral solutions and extract greater value for clients previously encumbered by creative dominance. 

By combining technology, data, innovation, creativity, empathy, and evidence to orchestrate better business outcomes, OMD has been delivering business transformation at scale for some of the world’s leading blue-chip brands such as McDonald’s and Apple, both of whom have a long-standing relationship with OMD.

Named Cannes Lions Media Network of the Year 2022, OMD is currently ranked the best performing global media network overall by RECMA.  Additionally, OMD is also the world’s most effective media agency network in the Effie Effectiveness Index and WARC Effective 100 rankings.  Finally, just last month, as reported in the 2022 Media Agency New Business Barometer – an analysis of the global media agency marketplace published by independent research company COMvergence – OMD topped the global agency network net new business rankings at number 1. 

“The key characteristic of OMD has been our ability to continuously evolve to lead our clients forward, which has propelled us to where we are today; leading the industry as our clients’ most trusted transformation partner,” said OMD Worldwide CEO George Manas. “Our success is enabled by truly differentiated capabilities in digital, data and technology, and as we look towards the next 25 years, we will continue to innovate, and support our clients in pivotal moments of transformation,” he added.

“At OMD, we have a brand that is clearly recognised as number one in the world, and it gives me great pride to honour our legacy as the region that gave birth to OMD as we know it to be today,” said OMD APAC CEO Charlotte Lee. “As we celebrate our brand, our history and our people, we remain steadfast in our commitment to maintaining a passion for our clients’ business, and partnering with them to deliver business transformation and growth in the years to come,” she added. 

“This silver jubilee is such a momentous occasion for us. In a quarter of a century, we’ve gone from our determined beginnings to being the world’s largest media network today and what a journey it’s been! Our scaled ambitions right from the very start have seen us aspire to be the foremost authority in the media business, and it is without a doubt that our journey of success over the years comes from our obsession for our two greatest assets – our employees and our clients,” said OMD India CEO Anisha Iyer. Speaking of the future of OMD, she added, “By focusing on innovation, prioritizing digital leadership, and harnessing the many possibilities of Omni and OMD Design, I am confident that we will continue to make transformative changes alongside our clients and remain a global powerhouse of innovation.”

Mumbai: Omnicom Media Group (OMG), the media services division of Omnicom Group Inc. (NYSE: OMC) and parent company to the OMD, PHD and Hearts & Science global media agency networks is ranked #1 for 2022 incremental billings growth among global media management groups.

As reported in the 2022 Media Agency New Business Barometer – an analysis of the global media agency marketplace published by independent research company COMvergence – OMG agencies added more than $2.5 billion in incremental client billings last year.

Leading with an offer that connects media, content and commerce, OMG’s net new billings added outpaced the second-ranked group by close to $670m; exceeded the combined totals of the second and third ranked groups by more than $100 million; and bested the fourth ranked group by a factor of ten-plus.  OMG also had the best global win-to-loss ratio, more than 3x more new billings coming into the agency ($3.75b) than left ($1.2b) in 2022.  

OMG was also the top net gains performer in APAC as well as in the markets of Australia and China.

Equally important as its incremental wins – and perhaps even more impressive – OMG’s 2022 retention rate across the entirety of its client base was an industry-leading 98 per cent.

“In a marketplace where complexity is a bigger pain point than ever before, clients are looking for the optimal mix of deep specialization and deep integration,” said OMG CEO Florian Adamski.

Summing up OMG’s performance in 2022, Adamski draws a direct line to a comprehensive analysis of global media agency groups from research and advisory firm Forrester, in which OMG received the highest possible scores in the critical future-defining development areas of retail media, commerce media, intelligence and insights, optimization, operations automation and innovation.

“OMG has built – and continues to build – the capabilities, partnerships, technology and talent force that empower our agencies to deliver transformative consumer experiences on behalf of our clients, driving sales today and share tomorrow,” says Adamski.  

OMD and PHD Top the Agency Network Rankings   

Accordingly, OMG’s best-in-class ranking consolidates powerful performances by its OMD and PHD agency networks in 2022.  Leveraging their parent company’s assets – including Omni, Omnicom’s marketing orchestration platform – OMD and PHD topped the global agency network net new business rankings at #1 and #2.  

OMD was also the top ranked agency for total new business won in 2022, which reflects business that went into review and was successfully defended.  

“Our results in 2022 prove that we are a trusted partner to brands in pivotal moments of transformation enabled by truly differentiated capabilities in digital, data and tech to navigate new paths to growth,” said OMD Worldwide CEO George Manas

PHD Worldwide CEO Philippa Brown added, “As advances in data and tech continue to change how people consume media, our future-focused offer to marketers – combining our signature strength in comms planning with the OMG innovation engine – will continue to drive growth for our clients and our network.”

OMG APAC CEO Tony Harradine said, “In tandem with our global ranking, OMG APAC, as well as our key markets in Australia and China, have also ranked number one for incremental billings growth, a result that underscores our commitment in placing our clients at the centre of everything we do. By bolstering the uniqueness of our brands and fortifying our capabilities as a network, we were able to focus on collaboration and product excellence, tenets which helped us deliver growth and stand out in a crowded agency landscape.”

The release of 2022 Media Agency New Business Barometer wraps-up a year of headlines that illustrated OMG’s industry leadership and future-forward offer to clients, including a multi-year agreement with Affinity Solutions to integrate retailer purchase transactions into Omni – the marketing orchestration platform that delivers better outcomes for clients across all Omnicom agencies; an enterprise-wide  partnership with Firework, the world’s largest livestream commerce and shoppable video platform, to deliver livestream shopping solutions directly to Omnicom clients’ websites; the industry’s first programmatic marketplace for point-of-purchase screens; and the Supply Chain IQ Score, which gives media planners day-to-day visibility into SKU inventory data at the physical store, digital shelf, and inventory-in-transit levels, enabling media investment to be shifted away from low inventory products in real time.

OMG dominated the news cycle at the 2022 Cannes Lions International Festival of Creativity, announcing a series of first-mover strategic partnerships with retail media networks including Walmart  Connect (cross-screen planning with Omni ID), Instacart (joint clean room development), and Kroger Precision Marketing (supply chain optimization for media targeting); and the  global expansion of its TRKKN analytics and cloud consultancy that offers Google Marketing and Cloud Stack  support.  Also at the festival, OMD was named Media Network of the Year – the same honor that PHD had earned in 2021.

The end of the year saw the scaling of Omnicom’s Transact connected commerce consultancy as a global resource that will help brands gain first-mover advantage from its retail media network partnerships, and grow their market share in eRetail.

Mumbai : SpringServe, the leading independent TV ad serving platform now part of Magnite has announced that QYOU Media India has selected them as primary ad server. The move comes as QYOU Media India strengthens its focus on providing the highest quality experience for viewers across its premium content library, with an aim to connect more advertisers with viewers.

QYOU Media India’s Q PLAY entertainment app has a growing presence on Connected TV with channels including – The Q, Q Marathi, The Q Kahaniyan, The Q Comedistaan and Q GameX. The entertainment network’s channels deliver popular digital content from digital creators for young Indian viewers.

COO, QYOU Media India COO Krishna Menon said “As our business grows across screens and formats, it is necessary for us to align with a technology partner who supports our vision as we continue to scale,”  

“SpringServe’s advanced ad serving features will enhance our inventory management. We look forward to our partnership with SpringServe as we scale to become a holistic entertainment brand in India.” he added.

SpringServe’s built-for-video CTV ad serving capabilities provide publishers with enhanced insight, transparency, and control. QYOU Media India will use proprietary SpringServe features to enable more efficient and accurate advertising management for better ad experiences.

SpringServe international head Leon Siotis said “As competition increases throughout the streaming landscape, the need to deliver a seamless ad experience is crucial to success for many platforms”.

He added, “QYOU Media India’s adoption of SpringServe will help them more effectively manage advertising and we look forward to supporting them in their efforts to provide a premium experience for consumers.”

Mumbai: The Zoo Media network, India’s independent agency network has announced its acquisition of the marketing agency, The Starter Labs. The network founded by Pratik Gupta and Suveer Bajaj comprises the digital agency FoxyMoron and 10 other agency brands specializing in boutique services ranging from video solutions to influencer marketing amongst others. The network services brands like Netflix, P&G, Youtube, Kellogg’s, P&G, amongst other marquee brands in India.

The strategic acquisition is expected to strengthen Zoo Media’s D2C capabilities amongst consumer brands in India and is also aligned with Zoo Media’s accelerated global growth strategy, set to be announced later this year.

The Starter Labs is a D2C marketing agency, founded by Kartik Khanna and Rehan Dadachanji in 2016. Since its inception, the agency has grown to a team size of 60 and has worked with over 250 brands like Cosco, Bummer, Pahadi Local, Captain Zack, Book My Show, Cartoon Network, DSP Mutual Fund with D2C Strategy; Media Solutions; Growth Marketing; Performance Marketing; Content Solutions; Marketplace Solutions; Technology Solutions; Creator Solutions; Business Intelligence; Customer Retention Solutions and Integrated Search Solutions. The founders will continue to function as managing partners and their employees will operate from Zoo Media offices across Mumbai, Bengaluru, and Gurgaon.

Speaking on the acquisition Bajaj said, “With Indian startups having raised 42 billion in 2021 across industries, this acquisition is a massive opportunity for us to leverage the consumer brand ecosystem and to partner with founders across industries at the early stage of their business life cycle. We are delighted to have great partners in The Starter Labs and welcome the entire team to Zoo.”

Dadachanji made no secret about the agency’s goals, “Our mission at The Starter Labs is to be India’s number one D2C marketing company, and our acquisition by Zoo Media helps accelerate that by several years.”

His business partner Khanna, expanded on that, “Our philosophy has always been to work alongside brands as partners in order to impact brands’ bottom line through various stages of their life cycle. The acquisition gives us the ability to use Zoo Media Network’s big brand thinking for growth hungry brands in order to set them up for sustainable scalability.”

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