MAM
BP, Milka and HSBC top the tables in Kantar’s Creative Effectiveness awards
London: BP's Blind Date(Spain),Milka’s Christmas adGive to those who give the most(Germany) and HSBC’s CSR Birmingham(UK) are the most effective adsfrom around the world in2019, according to Kantar’s inaugural Creative Effectiveness awards.These new awards celebrate theworld’s best performing ads across the three key media channelsbased on actual consumer feedback.
Spanning three categories (digital,print/out of home and TV) andfrom 78different markets, the winners represent the most creative and effective work from over 10,000 ads tested with consumers in 2019 usingKantar’s Link creative testing, which measures any advert’s potential to deliver against short and long-term brand goals. Thesefirst award winners perform in the top 4% for short-term sales likelihood, and the top 1% for long-term brand building when measured against the Link database of over 200,000 ads analysed over the past 30 years. The winning ads are all at least twice as likely to drive sales than an ad that performs at the median evaluation score and ten times more likely than a weak ad.
The winners show that distinctive creativeis central to advertising success, falling in the top 15% of ads for distinctiveness in Kantar’s database. In a world flooded with content, brands need to ensure their advertising captures people’s attention.
Digitaleffectiveness: Engage don’t enrage
Analysis ofthe digital category revealed the most effective ads reward the viewer with entertaining content that breaks through the ‘ad filter’ in consumers’ mindsand compels them to view it. Milka’s Christmas adGive to those who give the most tops the digital ad awards, demonstrating the power of storytelling for driving engagement by evoking strong emotions. The beautifully touching film, centred around a strong, seasonally relevant message of thoughtful gifting, was created in partnership with the European Union of the Deaf and promotes inclusion in a very moving way.
|
Digital Ranking |
Brand |
Ad Name |
Agency |
Country |
|---|---|---|---|---|
|
1 |
Milka |
Milka Christmas: give to those who give the most |
Wieden + Kennedy, Amsterdam |
Germany |
|
2 |
Google App |
Search the lyrics with Google |
Zula Alpha Kilo |
Indonesia |
|
3 |
Dulux |
Let’s colour experiment: escalator |
Road 381 |
UK |
Print & Out of Homeads: Spark a response in seconds
The winners here illustrate the power of creative to deliver an instant impression about the brand. Immediate impact is essential as consumers give just seconds of their time to print and out of home (OOH) ads, in which the content needs to communicate its message or hook the viewer in for longer.
HSBC evokes an immediate emotional reaction through its winning OOH execution. The shocking statistic that 1 in 45 people living in Birmingham have no address, therefore can’t have a bank account, a job, or a home, helps highlight the work the bank is doing to support the local community.The impact of the message is heightened by delivering it in situ enabled by the medium of OOH.
|
Print and OOHRanking |
Brand |
Ad Name |
Agency |
Country |
|---|---|---|---|---|
|
1 |
HSBC |
HSBC CSR Birmingham |
Wunderman Thompson |
UK |
|
2 |
Estrella Damm |
Silja |
&Rosàs |
UK |
|
3 |
Camden Hells |
Juicer static |
Forever Beta |
UK |
Top-performing TV ads tell great stories
TheTV winners demonstrate the continued sales-generating and brand-building ability of broadcast content, particularly whenstrong distinctive assets are weaved into great emotional story telling. Crowned as Kantar’s most powerful TV ad of 2019 globally, BP’s Blind Date is a great example of how a distinctive approach to a category can create differentiation. The ad shows how a functional message can be intrinsically sewn into an amusing, brand-centric story that is quite different to what you would expect to see from the category.
|
TV Ranking |
Brand |
Ad Name |
Agency |
Country |
|---|---|---|---|---|
|
1 |
BP |
Blind Date |
Ogilvy&Mather |
Spain |
|
2 |
Tim Hortons |
Ask a Timbits Kid |
Zula Alpha Kilo |
Canada |
|
3 |
Unox |
Tijdenveranderen |
TBWA |
Netherlands |
The first ever Kantar Creative and Effective awards showcase some of the most impactfuladvertising workfrom around the world,” said Daren Poole, Global Head of Creative at Kantar. “The commonality across allthe winning ads is distinctiveness, and how strongly the brand is integrated into the narrative. Our winners – real consumers’ favourites – take on many forms and employ a range of creative tactics to convey their message; proving there is no ‘one-size-fits-all’ approach that can be employed to achieve great content. Interestingly, many of the winning ads in Kantar’s Creative Effectiveness awards are heart-warming stories or contain humour, in contrast to the broader industry trend, which is to incorporate humour less.” Just over one third (34%) of 2019’s adverts were intentionally light-hearted or funny, compared to more than half (54%) of ads evaluated by Kantar in 2000.
Poole added. “For content to drive brand impact and deliver ROI, it must be created with the consumer in mind, by understanding what will translate best to the audience, and how. Weaving intelligent and iterative research into the creative development process ensures the strongest ideas, and most effective executions end up seeing the light of day. We know that in the era of the COVID-19 pandemic consumers want advertisers to have authentic empathy and to be useful. Achieving this creatively and sensitively is incredibly difficult, making pre-testing as important as ever”
For more learnings about Link ad testing, advertising trends, and to review the full winners list, please visit :https://www.kantar.com/creative-effective.
Brands
Netflix India names Rekha Rane director of films and series marketing
Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names
MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.
Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.
A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.
At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.
Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.
Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.
Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.
The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.
For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.
For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.
Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.
On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.
The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.
Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.
The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.
In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.
Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.
The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”
The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.
Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.
Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”
Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.
Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.
According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.
While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.
As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.
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