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Tag: advertising

  • Gaurav Dudeja promoted to executive VP and head of Leo Burnett Orchard

    New Delhi: Leo Burnett Orchard on Tuesday promoted Gaurav Dudeja as executive vice president and head of Leo Burnett Orchard and appointed Pravin Sutar as head of creative.

    Both Dudeja and Sutar will now lead the national mandate for Leo Burnett Orchard and will report to South Asia Leo Burnett, chief executive officer and chief strategy officer, Dheeraj Sinha, and South Asia Leo Burnett, chief executive officer, and chief creative officer –Rajdeepak Das.

    “Gaurav has done a spectacular job of driving growth in the Bangalore office. Now the new-age mandate is to grow the agency at a national level. Pravin joins us with a rich expertise in digital and also holds the advantage of having been a part of the Leo Burnett family. And together we are confident that the duo will take Leo Burnett Orchard to one of India’s foremost new age agencies,” said Sinha.

    Dudeja moved to Bangalore from Leo Burnett Delhi as branch head for Leo Burnett Orchard – Bangalore and has been instrumental in managing the large portfolio of businesses and winning several new businesses. “Now with the national mandate, I feel we are poised for bigger, better things. The canvas is now wide open for me & Pravin to take our belief system of building India’s strong new agency and make Leo Burnett Orchard the best version of Leo Burnett. I can’t wait to get going – and learn and have fun along the way,” said Dudeja.

    Sutar will be responsible for shaping the creative culture of the agency building it on the tenets of creativity, technology, innovation and storytelling, said the agency.

    “I am very excited to be back with the Leo Burnett family. The passion and power of creating great ideas brings me back to the family. Rajdeepak Das, who understands the power of ideas will always keep pushing you for great creative output. Leo Burnett Orchard has a great set of clients who reflect the same passion and drive for excellence as Leo Burnett India. I’m really excited to collaborate with like-minded clients and create some iconic work. Not only digital but more than that,” he said.

  • Amit Wadhwa promoted to CEO at dentsu Creative India

    New Delhi: On the back of its global organisational redesign, dentsu international on Tuesday created a new structure for its creative service line in India. The restructuring will bring together some of India’s best agencies along with their digital & PR capabilities – all from the house of dentsu – under one umbrella to provide a more collaborative and aligned offering to clients.

    The brands that will come together as part of this redesign as dentsu Creative include Dentsu Webchutney, Taproot Dentsu, WATConsult, Perfect Relations, Isobar, Dentsu One, Dentsu India and Dentsu Impact.

    With the eventual consolidation under the two strong global brands – dentsumcgarrybowen (dentsuMB) and Isobar, dentsu Creative will provide digital-native, brand-led, customer-centric, creative, and strategic solutions to clients, effortlessly, it added.

    In India, the dentsu Creative service line will be led by chief executive officer, Amit Wadhwa, who will be responsible for the integration, coordination, and implementation of the overall strategy for dentsu Creative in the market. He will lead the dentsu India creative service line leadership team, reporting to Anand Bhadkamkar and the regional dentsu Creative leadership. 

    Sidharth Rao, in addition to his current responsibilities, will now also be in charge of the brand dentsuMB Group in India as its CEO. He will work with the leadership team on dentsuMB’s brand strategy for the market. Shamsuddin Jasani, who continues to oversee the Isobar brand in South Asia as its managing director (MD), will also take on an additional role at dentsu Creative. He will now work with the regional and global leadership teams to support the Isobar practice area and will work closely with the Isobar Global leadership team on the same. 

    CEO India, Anand Bhadkamkar, said, “This global restructure is about consolidation of capabilities across our brands and businesses to bring the best of our services to our clients and provide those specialisms without any hassles. The idea is to ultimately stand true to our #OneDentsu strategy and thus, transform into a sharper and leaner business partner to brands. The changes in the India leadership team only reflect a step ahead in bolstering and scaling up our market ambitions. Amit, Sid, and Shams are amongst the strongest creative leaders not just within dentsu but across the industry; and with the kind of experience and knowledge backing them, I am certain that they will steer dentsu towards excellence not just in India but beyond.”

    The network has also elevated Narayan Devanathan as president – strategy & integration for India. In addition to his current role as CEO, dentsu Solutions, he will now support and achieve dentsu’s strategic objectives by defining, implementing, and driving growth and other vital initiatives for the market. He will continue to report to Anand Bhadkamkar for his additional responsibility as part of the India market leadership team. Meanwhile, Narayan will now also don a regional hat as APAC head for the dentsu Creative Strategy & Consulting practice. 

    “Narayan has been instrumental in driving integration across our units and, as part of the South Asia integration initiatives, he will be supporting the Sri Lanka team in strategy and integration across the two markets. He will now be moving away from his current additional role as chairperson, Creative Service Line for India, and will take up a regional leadership role as APAC lead – strategy & consulting Practice in the creative service line. In this role, he will be working with the Regional and Global leadership teams within the creative service line to help develop the area of Strategy & Consulting Practice in the APAC region,” Anand added.

  • GUEST COLUMN: B2B brands need to think beyond lead generation

    New Delhi: In business-to-business (b2b), marketing often comes to a halt at the lead generation funnel. Given the economic environment created by the pandemic, the stress on lead generation is not surprising, but working on the lowest hanging fruit is not a long-term strategy.

    In the aggressively competitive environment, B2B brands need to think beyond just lead generation for their content marketing strategy. Simply put, what is your answer to this? What are you doing to help your customers succeed?

    Your content marketing needs to be a method of helping your customers succeed. Under the pressure of an immediate lead and conversion, we tend to lack business empathy, and thus our content intended to be educational ends up being more transactional. I encourage B2B brands to use content marketing as a tool to support and help meet customer goals. That is what the purpose of your brand is in the first place. Keep connected to the roots of why you thought customers would come to you and choose your product or service.

    There is a specific problem that your business solves for your customers, and that should be at the heart of your B2B content marketing strategy. It’s a whole new ball game possibly from what most B2B organizations are doing currently. Here are a few things to consider. I have outlined must-haves, good to have, and great haves for your content marketing strategy.

    B2B Content marketing ‘must-haves’ 

    Blog: While all organizations have a blog on their website but usually, they are sparsely populated and more focused on SEO than on content value. The resources section is Important and needs its due.

    Case Studies: I recommend case studies that are not just a synopsis of what the process was and what the ROI was but also a customer’s point of view. It may take a lot more work but in this case, it is an excellent differentiator, a brand will earn 10X in credibility vs the increase in effort.

    White papers, guides, and research: What is on ‘top of mind’ for any business is ‘who else is in my boat’ and what are they doing to navigate a circumstance. White papers are must-have tools in the arsenal. Remember that being unique is the key. Creating content is fairly easy. Creating good content that isn’t ‘hard selling’ and provides customers with genuine value — that’s a tricky, time-consuming business.

    B2B Content marketing ‘good to haves’

    Webinars and events: Online webinars and events are a good way to get your product or service to your customers, it is also an opportunity to build an improved relationship with your customers, it can be the platform to create thought leadership. Profiling and targeted invites are a great way to reach customers with whom you may not have engaged in the past.  

    Training & courses: Training is an important part of the B2B marketing content strategy. If you understand your customer then I recommend that based on your customer persona, develop training and certifications which not just train customers on your product but also add skills and learning beyond your product.

    Co-Creation & collaborations: Customers are in the same storm, and very slightly different boats; they are stressed for leads and under pressure to build engagement. Create a partnership with your customer, build value with combined resources, co-host events, webinars, build joint resources, create PR opportunities. You will be surprised that in addition to goodwill and visibility, the value it builds for your business in hard number crunched ROI.

    No matter which tools you choose, remember the Everest of marketing is getting your communication right and that peak is scalable only if you know and understand your customer.

    (Ambika Sharma is the founder & MD of Pulp Strategy. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • 1702 Digital promotes Pranay Bhan to national creative director

    New Delhi: Integrated digital marketing company, 1702 Digital has promoted Pranay Bhan to the role of national creative director.

    Bhan will be responsible for elevating the creative wing of the agency and grooming mid-level talent along the way. The promotion comes on the heels of some successful campaigns like the Fortune Xpert and Superfood Khichdi launches, Edelweiss Tokio Life campaigns, Marico Cocosoul Influencer campaigns, Smaaash Video campaign, and new business growth under his supervision as the associate creative director, the agency said in a statement.

    1702 Digital co-founder, Mihir Joshi said, “It has been an absolute pleasure seeing Bhan evolve with 1702 Digital over the last three years. His dedication towards fine-tuning every strategy has helped us grow by leaps and bounds. We’re extremely proud of his accomplishments and are eager to see his vision for the team and for brand 1702 Digital in the future.”

    On his new role, Bhan said, “I am immensely grateful for the opportunities I have been exposed to in the last three years. I’m confident that my 17-o-Crew is ready to steer through whatever challenges the current economy has in store for us, and I am supercharged to take on 2021.”

  • May’21 ad volume 64% higher than last year : BARC

    Mumbai: Television continues to stay strong and resilient as a medium of advertising amid the second wave of the pandemic. Despite a marginal dip in April 2021, ad volumes in May 2021 have witnessed a 64 per cent growth as compared to May 2020, said Broadcast Audience Research Council (BARC) in its latest THINK report for May, 2021. The growth numbers remained at par with 2018 and 2019.

    In a piece of good news for the broadcasters, out of the total of 2142 advertisers in May 2021, as many as 1,347 (63 per cent) were new advertisers. The FMCG category continued to dominate ad volumes with 72 per cent share, followed by ecommerce, with 10 per cent share in May.

    “2021 began on a high note for television Ad Volumes. Moreover, it attracted over 60 per cent of the total advertisers in May this year, indicating that advertisers continue to bank on the medium. With lockdown easing up and upcoming big events, we expect TV Advertising to remain strong this year,” said BARC India Head – client partnership and revenue function Aaditya Pathak.

    Regional genres bounce back

    Advertising on GEC and movies genre continued to grow and both the genres outperformed the same period for the previous three years. While GECs witnessed a growth of 74 per cent, over last year, movies genres saw a growth of 76 per cent compared to May 2020.

    Owing to the increasing consumption of regional content, advertising on South language GECs registered a staggering growth of 103 per cent while the rest of the Regional GECs witnessed 53 per cent growth in May 2021 vs May 2020. South Movies and Regional Movies channels witnessed 85 per cent and 129 per cent growth for the same period.

    Steady growth of Top 10 advertisers

    While over 70 per cent of advertising was dominated by the Top 50 Advertisers in May, the Top 10 advertisers had the highest share of 54 per cent since 2018. Advertising by the Top 10 advertisers continues to see steady growth.

    Growth observed in ad volumes in the first quarter of 2021 has evidently seeped into the ongoing second quarter of the year, despite state-wide partial lockdowns being implemented in various parts of the country. Moreover, the growth witnessed in May 2021 reinforces the strength and robustness of television as a medium.

  • The Trade Desk Launches in India, appoints Tejinder Gill as General Manager

    New Delhi: Global advertising technology firm, The Trade Desk has launched operations in India, and appointed Tejinder Gill as the company’s India general manager.

    Gill will lead the company’s business and growth strategy in India, helping Indian brands and publishers unleash the full potential of the open internet where Indian consumers are increasingly spending their time.

    Rapid digitization of the media industry has provided a paradigm shift in the way Indians consume content online. In particular, content consumption on the open internet has exploded in the last 18 months. In a statement released on Wednesday, the company said it aims to help India’s digital marketers capture these fast-growing opportunities. “With The Trade Desk’s industry-leading data-driven capabilities, marketers can access a marketplace of premium advertising inventory across a wide range of websites, apps, podcasts and streaming OTT platforms,” it said.

    The omnichannel platform plans to enable marketers to reach relevant audiences across different devices (including computers, mobile devices, tablets and connected TV), and engage with them meaningfully along their entire digital journey.

    “Digital is the fastest-growing advertising segment in India and, as a result, marketers in India are seeking more trust and transparency as they shift more campaign budgets there,” says The Trade Desk, India, general manager, Tejinder Gill. “While Indian consumers are spending 70 percent of their time on the open internet, almost 80 percent of India’s digital ad revenue still goes to the big tech platforms, which sit outside the open internet. The Trade Desk is here to bring the much needed data-driven decision making and transparency to India’s digital advertising ecosystem, offering marketers a credible choice where they can tap into the immense opportunities of the open internet.”

    Dentsu, Media-South Asia, Divya Karani, said, “Digital duopoly has existed for quite a while in India. However, we are now seeing brands increase their spends on other platforms on the open internet. Seeing how programmatic advertising has grown multi-fold in the past few years, The Trade Desk has arrived in India at the right time, when opportunities on the open internet are expected to grow much faster than traditional digital channels.”

    According to Publicis Media Services CEO Tanmay Mohanty, winning in programmatic media is important in the platform world. “Digital marketers are being exposed to the power of data, and they want to embrace it more fully across advertising channels. At Publicis, we invest ahead in training our talent. And so our talent who are certified by The Trade Desk can help marketers drive real-time campaigns with qualified reach and accuracy while transparency is an effort in the same direction,” he said.

  • Nivea India appoints Ajay Simha as marketing director

    New Delhi: Nivea India on Wednesday appointed Ajay Simha as the marketing director. Simha was earlier responsible for the Nivea body care and cleansing and baby care portfolio across the Middle East and North Africa.

    He has over 15 years of overall experience in the field of sales and marketing, across various categories including personal care, male grooming, face, lip and sun care. “Simha’s leadership will help strengthen Nivea’s position as Emerging India’s most loved and trusted skin care brand. With a deep rooted understanding and a proven track record of driving growth, Simha is slated to enhance Nivea’s brand presence and equity in the country”, the company said in a press statement.

    Nivea India, managing director, Neil George said, “We are thrilled to have Ajay back to the India team and lead the marketing efforts here. We have witnessed Ajay’s journey over the years and are confident of the tremendous experience and deep rooted understanding he has. He will have a significant role in devising strategies for our launches, continuing the marketing momentum across categories and liaising with key industry players, teams and associates. We wish Ajay the very best for his new role.”

  • Wondrlab ropes in Bilal Ansari as lead-data

    New Delhi: Wondrlab strengthened its senior leadership team on Tuesday with the appointment of Bilal Ansari as lead-data. He will report to Wondrlab, co-founder and managing partner, content platform, Rakesh Hinduja.

    Ansari comes with expertise in data analysis for business and brand solutions –social listening, online reputation management, social media analytics, website analysis, consumer behaviour analysis, consumer journey mapping, and how learnings from these sources add value to brand and business strategy.

    Prior to this, he was working with TikTok–ByteDance as the content solutions manager. He has also worked with Digitas India, where he worked on brands such as Spotify, Nivea, Jeep, Philip Morris International, and Zee5.

    “Data is the focal point of every solution we execute at Wondrlab. However, the expertise for it isn’t easy to come by, and we are glad we have found the right fit in Bilal. His knowledge comes together at the holy trinity of data, analytics, and consumer behaviour, making his expertise quintessential to our platform-first approach. We look forward to an exciting partnership with him on all our key clients,” said Wondrlab co-founder and managing partner, content platform, Rakesh Hinduja.

    “The opportunity to set up a data-led practice from scratch posed an interesting challenge. Add to that, I get to do it at an exciting platform-first startup-like Wondrlab, making the challenge all the more fascinating. I am looking forward to working with the team, most of whom I’ve had the pleasure of working with in the past, and bringing this to life,” said Ansari on his new role.