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Tag: Adaptive marketing

  • Mindshare MENA promotes Ravi Rao as CEO as Samir Ayoub resigns

    Mindshare MENA promotes Ravi Rao as CEO as Samir Ayoub resigns

    MUMBAI: Mindshare MENA CEO Samir Ayoub has resigned from his post and has been appointed delegate of the board at the agency. Ayoub will transition from his current role as CEO, on 1 February, 2016 and continue to act as an advisor and consultant on all matters related to the agency until July 2016.

    Stepping up to the CEO role will be Mindshare MENA chief client officer and UAE team lead Ravi Rao.

    Ayoub, who has led Mindshare MENA since 1999, previously headed up Ogilvy Media. Throughout his 26-year tenure with WPP companies, Ayoub has built up world-class media offerings in the region. His in-depth knowledge of the multiple markets and its consumers’ lifestyles, habits and choices, has supported local and international brands in developing their market share across regional geographies.

    Rao joined Mindshare MENA in May 2015 as chief client officer and in October took on additional responsibility for leading the UAE team. Previously Rao led Mindshare South Asia as CEO for three years. Rao’s nine plus years experience with WPP companies has honed his transformational expertise, which will now support the Mindshare MENA network as it continues to create cutting edge products for its clients and their brands. Rao will leverage new opportunities to further develop the agency’s strategic business alliances and deliver network growth across agency disciplines and client categories.

    WPP MENA director Roy Haddad and Mindshare MENA chairman Edmond Moutran jointly commented, “Whilst Samir will be leaving the day-to-day operations of the agency in February, he will remain a valued member of the team as delegate of the Mindshare MENA board, continuing to support and facilitate the agency’s initiatives that keep it future ready and a sought after media partner in the region.”

    Ayoub said, “My time with Mindshare has been rewarding and exhilarating. Much has changed in the consumer and media landscape since I took on the CEO role 17 years ago. I am delighted that the company will continue to flourish, guided by the experienced and capable hands of my friend and colleague Ravi Rao. In the coming months and years ahead, I look forward to celebrating its continued achievements.”

    Tasked with further developing the agency’s offering, Rao added, “It is most satisfying that I was one of ‘the Day 1 employees’ when Mindshare was set up in the region way back in 1999. A real privilege now to lead Mindshare MENA and I really look forward to further building on the success of our strong team and a world-class product so our client partners benefit the most by driving the Adaptive Marketing vision.”

     

  • Mindshare partners exclusively with Crayon Data

    Mindshare partners exclusively with Crayon Data

    MUMBAI: In a landmark move, Mindshare has entered into an exclusive partnership with Crayon Data to power its planning, insights and consultancy offering.

     

    The main aim of combining Mindshare’s proprietary data and research with Crayon Data’s big data collection and analytical capability is to offer greater adaptive solutions for marketers. And provide ability to not only identify different consumer profiles and segments, but also target and track those profiles across a complex range of media channels, including social media and video.

     

     For Mindshare, the partnership continues its focus on developing leadership in Adaptive Marketing, a shift that is impacting how the agency thinks about services, products and ways of working. Mindshare’s core DNA is about disruption, provocation and speed, working with open source partners to continuously re-define how media agencies should behave.

     

    With this in mind Mindshare has consciously entered into a range of strategic partnerships across new emerging domains such as big data, mobility, online video, cross screen measurement, advocacy and social content. The agency has re-structured its approach to bring data, content, technology and accountability together in a way, which has unlocked dramatic growth opportunities for both clients and partners.

     

    Mindshare’s Products, Partnerships & Services council chairman and APAC chief client officer Sudipto Roy said, “One of today’s key business challenges is the complexity surrounding the collection of data making traditional database processing and management tools ineffective in helping clients make optimal decisions about their customers’ needs. It’s a fundamental requirement of business success. Without the ability to support customer needs, organisations fail.”

     

    “We are looking at this collaboration to dramatically transform the way consumer insights are mined and connected to our clients’ categories. For one FMCG company, we were able to unearth consumer connections and interests in a way that is almost impossible to do through standard research based methods. For a B2B client, we were able to unlock and profile a million potential leads with exact identification of what they would be likely to buy. This is a game changer; both for insights and for performance/ CRM based initiatives. It’s not a surprise that Crayon Data was recently chosen as one of the top five companies by IBM’s Watson Developer Challenge.” he added.

     

    Crayon Data is one of the fastest growing “big data” startups founded with a vision to simplify the world’s choices. The SimplerChoicesTM engine simplifies the decision making process for marketers, using proprietary algorithms to sort the complexity and present meaningful connections between data points and providing predictions of what consumers really want. The foundation of Crayon’s Choice Engine is the Taste Graph (B2C) and Interest Graph (B2B).  Crayon’s taste graph (for B2C companies) already has over 550 million taste nodes reaching close to a billion through 2014. The company’s interest graph (for B2B companies) has extensive information on over 10 million enterprises, with 500M data points.

     

    Crayon Data founding director Suresh Shankar said, “Media, analytics and behaviour is all going digital, and choices are proliferating in every aspect of our life from media to daily decisions. The partnership seeks to marry Mindshare’s media data sets and expertise, and its innovations like Loop Room, with Crayon’s choice engines, algorithms, and taste/interest graphs. This partnership forms part of a big transformation and caters to our mission of turning the misery of choosing into the magic of choice.”

  • Mindshare launches The Loop, makes adaptive marketing a reality

    Mindshare launches The Loop, makes adaptive marketing a reality

    MUMBAI: Mindshare, the global media agency network, has launched The Loop – a data infused ‘war room’ aimed at helping the agency’s clients to make collaborative and adaptive decisions and across their paid, owned and earned marketing in real-time.

     

    The Loop, a physical room and also a cultural change in working practice, is already operational across five offices in the US. India is the first market outside the US to have a fully functional Loop Room in Gurgaon. A second Loop Room will be up and running in Singapore next week followed closely by Mumbai in June. By the end of June 2014, The Loop will be active in close to 15 markets globally.

     

    Mindshare Asia-Pacific chief operating officer R Gowthaman said, “The Loop Room is not just another technological interface, but a way of life for all of us in Mindshare. As our client’s lead business partner, we take pride in being their marketing spine and The Loop Room effectively breaks down all silos and brings all the key stakeholders into one single room – creative, media, social, digital, content and production. The Loop enables real time tracking of the impact of paid media online; how the paid media works with other marketing assets of the brand thereby seamlessly linking Paid, Owned and Earned media on a single canvas. We have been extremely fortunate to have Pepsico’s support in making the Loop a reality. And as we expand the presence of The Loop Room in more offices, we believe we will be positively influencing the industry to look at Marketing Communications in a whole new way”

     

    The Loop includes multiple screens monitoring data from over 100 sources in real-time. Data partners are defined on a market by market, and on a client-by-client basis. The first tool of its kind to impact not only earned and owned, but importantly paid media, The Loop enables clients not only to plan more adaptively and to benefit from more collaborative and adaptive decision making powered by data, but it also enables the shift of media spend quickly to leverage opportunities uncovered by real time data during campaigns – a holistic process Mindshare calls Adaptive Marketing.

     

    By focusing on paid media, which drives owned and earned media, and by bringing together every discipline and stakeholder into a collaborative decision making process, The Loop delivers a core part of the modern marketing arsenal, without which clients can be out of step with today’s fast paced consumer lifestyle.

     

    The Loop has two modes – ‘strategy’ and ‘campaign’. In ‘strategy mode’, The Loop enables collaborative and adaptive decision making through the mixing of fast and slow data across a spectrum of different disciplines, including business planning, strategy, creative and communications planning, and across client agency networks.  In ‘campaign mode’, Mindshare takes third party data feeds and tools and combines them with industry leading proprietary media spend, performance tracking and intelligence systems, to provide instantly actionable insight that can be executed in real time across paid media.