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Tag: Carat

  • Goafest 2017: Carat chief strategist observes data’s great tool, but gut feeling critical

    GOA: As the upside-down slide indicated and exhorted — “see things differently” — Carat global chief strategy officer Sanjay Nazeralli, on Friday, went on to explain why it was important so, and to also focus on the changing perspective, setting the tone for the day.

    “We can’t carry on doing what we have been doing in the past decade. We have to change our perspective on four things — globalisation, convergence, data and innovation,” said Nazeralli, adding that data had indeed helped strategists to get close to the consumers.

    Pointing out that today cross-border e-commerce was worth around ‘USD 25 billion’ representing 10 per cent of total e-commerce, Nazeralli said that, by 2020, it is expected to represent 30 per cent of e-commerce in the world.

    He also spoke about the “transformation” from physical goods to data and information (age of design), highlighting the emphasis on transformation from “capital-intensive to knowledge-intensive culture” and how the digital revolution had impacted the education market (connected education realm is expected to be worth USD 450 billion by 2020).

    He was quick to point out that businesses based on transferring knowledge were “winning over” businesses transferring physical products.

    “17.8, 15.1, 13.7, 10.8 and 9.3. It shows that the numbers are consistently going down and that is the rate of growth of spend in digital advertising. Convergence is changing (everything). India is now going faster than Google,” Nazeralli said, explaining how digital was no longer a screen one goes to, but is omni-present — “it’s everywhere”. He added: “There’s a reverse takeover of life by digital. The dish of the day is data, and this marks the return of marketing.”

    According to Nazeralli, data was the most powerful tool, but it is needed to be seen differently. “We grew up writing copies, not code. Why it (data) does makes us feel down and creatively handcuffed?” he asked.

    Holding forth on innovation, he said that there was a difference between doing things differently and doing things different, and concluded his session with the message: There’s a huge difference between what is true and the truth. And sometimes, gut is more powerful than data.

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  • Carat hires Mayank Bhatnagar & Vinita Pachisia for Mondelez

    MUMBAI: Dentsu Aegis Network’s media agency Carat India has appointed Mayank Bhatnagar as the senior vice-president to lead the Mondelez business in India, and Vinita Pachisia as the vice-president who will look after buying for Mondelez.

    Bhatnagar has more than 16 years of experience in communication and media planning. He has worked extensively on large FMCG businesses across different markets such as India, Malaysia and Singapore. He has also worked across different functions of media agencies to build strong skills in strategy planning, media buying, implementation planning and new business development. He has managed large clients like Nestle, P&G, Tata Motors, Tata Indicom, Kellogg’s and Cadbury.

    Bhatnagar’s last assignment was with Mindshare Malaysia. There, he led the Nestle business and steered digital trading/investments across clients for the agency within the region. He has been instrumental in deploying new processes to improve productivity in Mindshare Malaysia, which led his team to win multiple awards at the local and regional level.

    Speaking on his appointment, he said, “The opportunity to lead Mondelez business in India and work on the portfolio of iconic brands will surely be very exciting.”

    Pachisia has worked across agencies such as Madison, Initiative, Havas and Mindshare. Armed with more than 18 years of experience, Pachisia has worked across a wide spectrum of brands like HSBC, Idea, Kellogg, Heinz and Parle to name a few.

    What differentiates Pachisia is her focus on creating and delivering brand initiatives on media like the highly recalled “IDEA Citizen Journalist” on CNN IBN, HSBC Making it Big, HSBC Green Heroes and Breakfast headlines for Kellogg’s. One of her latest initiatives was the Parle MTV Junkyard project, a progression of the Parle Anti-Litter campaign.

    Pachisia said, “Leading the Investment vertical of a portfolio that is growing and is a leader in the category is exciting. My efforts will be to maximise the returns on their media spends and achieve the objectives set by the client.”

    Carat managing director Kartik Iyer said, “Talent is truly what will create the big difference in the market. I am sure that while they would be working to deliver the cutting edge solutions for Mondelez, they would also enable an upskilling in Carat with their fine experience.”

  • Indian ad market projected to grow at 13.9 % by 2017: Carat

    Indian ad market projected to grow at 13.9 % by 2017: Carat

    MUMBAI: Dentsu Aegis Network’s global media agency, Carat, has forecast global advertising market will touch USD 548.2 billion in 2016, accounting for a 4.4+ per cent year-on-year growth, propelled by digital space, while India is expected to grow at over 13 per cent y 2017.

    In Asia Pacific, the buoyant Indian advertising market continues to lead growth prospects of 12+ per cent in 2016 and 13.9+ per cent in 2017, the Carat ad spend report 2016 said.

    India continues to be the fastest growing economy where all traditional media platforms still show “positive growth”. Holding the highest share of ad spend of 38.5 per cent in 2016 and 38 per cent in 2017, TV is forecast to grow by 12.3+ per cent in 2016 and 12.5+ per cent in 2017, driven by investment from FMCG brands and e-commerce companies, the report stated.

    “We also anticipate that given the tailwinds through the macro-economic factors, GST and other reforms, 2017 will have an even better growth of 13.9 per cent (for India),” Dentsu Aegis Network Chairman and CEO, South Asia, Ashish Bhasin said, commenting on the report.

    Dwelling further on the report Bhasin elaborated that Carat expected the digital growth to be about 31.5 per cent in 2016 and to accelerate to nearly 40 per cent in 2017, while mobile will drive digital growth.

    “India will transform from a `Mobile First’ to a `Mobile Only’ market very rapidly, aided by better broadband penetration and drop in data costs. What is also unique about India is that all types of media, including print, still continue to grow, albeit at different rates,” he opined.

    Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat reports a positive outlook for most regions with particularly robust growth in North America (5.0+ per cent) and strong recovery in Russia (6.2 + per cent), countering lower expectations in some markets.

    The Carat report projects moderate growth for China where advertising spend is expected to increase by 5.7+ per cent in 2016 and 5.5+ per cent in 2017 as the market adjusts to a ‘new normal’ economic landscape, the report read.

  • Indian ad market projected to grow at 13.9 % by 2017: Carat

    Indian ad market projected to grow at 13.9 % by 2017: Carat

    MUMBAI: Dentsu Aegis Network’s global media agency, Carat, has forecast global advertising market will touch USD 548.2 billion in 2016, accounting for a 4.4+ per cent year-on-year growth, propelled by digital space, while India is expected to grow at over 13 per cent y 2017.

    In Asia Pacific, the buoyant Indian advertising market continues to lead growth prospects of 12+ per cent in 2016 and 13.9+ per cent in 2017, the Carat ad spend report 2016 said.

    India continues to be the fastest growing economy where all traditional media platforms still show “positive growth”. Holding the highest share of ad spend of 38.5 per cent in 2016 and 38 per cent in 2017, TV is forecast to grow by 12.3+ per cent in 2016 and 12.5+ per cent in 2017, driven by investment from FMCG brands and e-commerce companies, the report stated.

    “We also anticipate that given the tailwinds through the macro-economic factors, GST and other reforms, 2017 will have an even better growth of 13.9 per cent (for India),” Dentsu Aegis Network Chairman and CEO, South Asia, Ashish Bhasin said, commenting on the report.

    Dwelling further on the report Bhasin elaborated that Carat expected the digital growth to be about 31.5 per cent in 2016 and to accelerate to nearly 40 per cent in 2017, while mobile will drive digital growth.

    “India will transform from a `Mobile First’ to a `Mobile Only’ market very rapidly, aided by better broadband penetration and drop in data costs. What is also unique about India is that all types of media, including print, still continue to grow, albeit at different rates,” he opined.

    Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat reports a positive outlook for most regions with particularly robust growth in North America (5.0+ per cent) and strong recovery in Russia (6.2 + per cent), countering lower expectations in some markets.

    The Carat report projects moderate growth for China where advertising spend is expected to increase by 5.7+ per cent in 2016 and 5.5+ per cent in 2017 as the market adjusts to a ‘new normal’ economic landscape, the report read.

  • Dentsu to acquire Netherlands based creative agency Achtung

    Dentsu to acquire Netherlands based creative agency Achtung

    MUMBAI: Dentsu Aegis Network is planning to acquire the Amsterdam based creative agency Achtung BV.

    Founded in 2005, Achtung provides services in both the traditional mass media and digital advertising domains to a variety of companies in the information, communication, automotive and consumer electronics industries, among others. Achtung has been named “Interactive Agency of the Year” three times and won a number of Cannes Lions awards.

    Post-acquisition, Achtung will become part of creative agency mcgarrybowen, one of the Dentsu Group’s nine global network brands. This move will further strengthen and expand the mcgarrybowen network in Europe, making it the third creative hub after London and Paris, and enhance the brand’s presence in the region.

    In its September 2015 worldwide advertising expenditure forecasts, the Dentsu Group’s media communications agency Carat announced that advertising expenditures in the Netherlands grew 2.2 per cent in 2014. Further growth of 1.2 per cent is expected for both 2015 and 2016.

  • Dentsu to acquire Netherlands based creative agency Achtung

    Dentsu to acquire Netherlands based creative agency Achtung

    MUMBAI: Dentsu Aegis Network is planning to acquire the Amsterdam based creative agency Achtung BV.

    Founded in 2005, Achtung provides services in both the traditional mass media and digital advertising domains to a variety of companies in the information, communication, automotive and consumer electronics industries, among others. Achtung has been named “Interactive Agency of the Year” three times and won a number of Cannes Lions awards.

    Post-acquisition, Achtung will become part of creative agency mcgarrybowen, one of the Dentsu Group’s nine global network brands. This move will further strengthen and expand the mcgarrybowen network in Europe, making it the third creative hub after London and Paris, and enhance the brand’s presence in the region.

    In its September 2015 worldwide advertising expenditure forecasts, the Dentsu Group’s media communications agency Carat announced that advertising expenditures in the Netherlands grew 2.2 per cent in 2014. Further growth of 1.2 per cent is expected for both 2015 and 2016.

  • Dentsu Aegis & Tencent ink deal for ‘big data ecosystem’ in China

    Dentsu Aegis & Tencent ink deal for ‘big data ecosystem’ in China

    MUMBAI: Tencent Online Media Group (OMG) has formed a strategic partnership with Dentsu Aegis Network to allow joint access to its smart data and establish an integrated big data ecosystem in China, by bringing together disparate data islands.

     

    Dentsu Aegis Network brands will be able to leverage Tencent’s data to improve Data Management Platform, facilitate programmatic buying, as well as the ability to analyse consumers’ brand experience and attitudes that will guide advertising spend.

     

    “Dentsu Aegis’ global expertise and ability to connect brands and people, together with Tencent’s smart data solution, will help brands make more accurate and powerful advertising decisions to improve the effectiveness of brand and performance marketing,” said Dentsu Aegis Network China COO Nobuaki Kyushima.

     

    “In the past, some companies built their own large data assets without considering that such platforms are actually isolated from each other. In addition, these companies did not have clear models for data application,” added Tencent corporate vice president Steven Chang. “We are delighted to be able to collaborate with Dentsu Aegis in building an integrated data ecosystem that allows advertisers to more effectively reach their target audience, while setting industry standards and best practices for the markets,” he added.

     

    Tencent has invested heavily in its data capabilities and introduced a variety of data services to the market in China. It provides a full-volume rather than sample-type data access for comprehensive consumer insight, enabling advertisers to adjust their advertising campaigns through real-time monitoring of advertising impact. In addition, Tencent helps companies analyse user consumption behaviour and track the decision-making cycle to facilitate highly accurate targeting, multidimensional data analysis and management across media, terminals, platforms and contexts.

     

    Amplifi China president and Dentsu Media Greater China CEO Tsuyoshi Suganami said, “Tencent has a clear advantage in its technological capabilities especially on big data development. We are proud to partner with Tencent so that we can improve and enrich our data, drive innovation, and empower our advertisers to make increasingly well-informed data-driven programmatic buying decisions in real time.”

     

    Under the cooperation framework, brands under Dentsu Aegis Network such as Isobar, Carat, &C and Amnet will leverage Tencent data to offer diversified data solutions and deeper consumer insights.

     

    Amplifi China head of global media partnership Meg Chen added, “We’ve worked closely with Tencent on some successful projects such as Mondelez, Carat and Tencent Joint Business Plan. Today’s comprehensive data partnership unveils a new chapter of our collaboration.”