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  • DAN Consult aims to deliver business objectives with major clients on board

    DAN Consult aims to deliver business objectives with major clients on board

    MUMBAI: DAN Consult, the consulting arm of Dentsu Aegis Network, has successfully scaled up winning large growth consulting assignments with corporates like Tata Unistore (Tata Group’s e-commerce venture), UAE’s leading e-commerce platform Noon.com, India’s leading regional newspaper group Rajasthan Patrika, Rajasthan’s luxury hotel group Suryagarh Hotels along with a few other clients who wish confidentiality.

    DAN Consult is an integrated hub of growth consulting and marketing transformation services combining business consulting, product consulting, marketing and sales strategy, technology, data, AI, digital marketing, performance marketing and martech (marketing technology) to deliver on the business objectives of clients. The plan is to build a result focused consulting firm and fill a space today not captured by the large consulting firms or the tech companies specifically on digital growth where being hands-on is key to success.

    While DAN Consult has employees dedicated to business consulting, the practice also pools entrepreneurs, leaders and CEOs internally across the DAN group and the best breed external experts who have built and scaled businesses themselves and successfully created teams on a project-by-project basis. These industry-leaders will leverage their expertise across multiple domains to not just advise on strategy, but also form campaigns, products, and infrastructure including digitisation and Artificial Intelligence or solving business problems through an innovative and disruptive process.

    Lalit Bhagia has taken over as the CEO of DAN Consult. It will be the fourth entity under the DAN Performance Group, headed by Vivek Bhargava, along with the existing three companies under it – iProspect India, SVG Columbus and Merkle Sokrati.

    Bhagia and Bhargava, both ex-entrepreneurs themselves will collaborate to build and scale the DAN Consult business. Bhagia has led and built the digital growth strategy for companies like Star TV and Aditya Birla Financial Services among others. Prior to Star, he was the head – APAC at Digitas where he single-handedly built and scaled Digitas across India and Southeast Asia from scratch.

    Bhagia says, “With DAN Consult, we aim to deliver on business objectives and not the marketing objectives. Our business model rests on this very premise and thus we work with companies based on revenue growth using digital. In the long run, we will take a cut from the results, instead of charging fixed fees for time. This is a shift from what traditional consultants currently do and with this we hope to redefine the space. I am glad to have been chosen to create and build this business for DAN. This indeed is the next level of how agencies would evolve in the future.

    Bhargava mentions, “With 1800 digital experts and the diverse talent that the network possesses, we believe we enjoy a niche to cater to the unmet demand of clients beyond what tech companies and traditional consultancies are equipped to provide. The strength, dynamism, culture, flexibility, consumer understanding and risk-taking that a network like ours possesses along with some of the best minds in the business work as a huge added advantage. With Lalit at the helm, I’m positive we will be able to deliver great value to clients through our consulting efforts.”

    “The launch of DAN Consult enables our business to achieve the completion of the triumvirate of branding, media and consulting. We believe the market currently leaves scope for an offering of this nature and we are glad to introduce the consulting business under the DAN Performance Group, providing further value to our clients and working with CEOs and promoters to push the envelope through digital. Moreover, this is aligned with our One-DAN vision.” concludes Dentsu Aegis Network South Asia Chairman and CEO Ashish Bhasin.

  • Dentsu Aegis Network launches video planning & insight tool

    Dentsu Aegis Network launches video planning & insight tool

    MUMBAI: The data sciences division of Dentsu Aegis Network (DAN) India has announced the launch of DAN Prism, a unique video planning and insights tool that provides a single audience view across television and digital.

    DAN Prism overlays the consumption pattern of the digital consumers on Facebook, YouTube and Programmatic Video with TV viewership measurement company Broadcast Audience Research Council to provide rich audience insights. These insights are then used for planning and activation through a single reach curve across all media platforms in a matter of minutes using a series of Artificial Intelligence (AI) algorithms.

    Today India boasts of 800+ TV channels watched by 780 million Indians. There are nearly 100 million subscribers to over the top (OTT) platforms and nearly 260 million online video watchers in the country. Evidently, multi-screening has become a part of the natural video consumption habit of the average Indian

    Dentsu Aegis Network South Asia chief data officer Gautam Mehra says, “In the ever-changing media landscape, we are experiencing a golden age of video consumption in India with fantastic content and platforms. The proliferation of smart devices is changing the way consumers consume content. One of Dentsu Aegis’ core objectives today is to deliver a proprietary, audience-first approach to video planning that maximises client investment across TV and digital video. The idea here is always to harness the true power of data. DAN Prism is just one more step in that direction.”

    The tool will be used for all DAN India clients. The tool is a collaboration across the TV and digital brands under the network’s umbrella in India.

    Carat India CEO Rajni Menon adds, “The TV viewing landscape of the country is swiftly changing owing to the mushrooming of a large number of OTT players, better connectivity and increased smart-phone penetration. As a country, we are now spending a lot more time watching video content. A large part of this is done on the mobile and on tablets. DAN Prism serves to be a powerful tool that reflects people’s behaviours today, enabled by convergence.”
     

  • Smart city initiatives in APAC to improve quality of life: DAN & MIT

    Smart city initiatives in APAC to improve quality of life: DAN & MIT

    MUMBAI: Dentsu Aegis Network has launched a new white paper examining the progress of Asia Pacific’s smart cities, including local deep-dives into eight key markets in the region. In its third year, this series on Asia Pacific’s digital disruption aims to deliver thought leadership to arm Dentsu Aegis Network and its agency brands’ clients and partners with the insight they need to succeed in the digital economy.

    In collaboration with MIT Technology Review, the report argues that increasingly, smart city initiatives in Asia Pacific are being developed and driven to improve quality of life for the region’s citizens and consumers, to manage cities’ growth sustainably, and to maintain their global competitiveness.

    The paper titled “Connectivity and QoL : How digital consumer habits and ubiquitous technology are driving smart city development in Asia Pacific” – consolidates extensive in-market research and nearly two-dozen in-depth interviews with key industry players from India, Singapore, Hong Kong, China, Taiwan, South Korea, Japan, and Australia.

    Dentsu Aegis Network Asia Pacific CEO Nick Waters said, “Asia Pacific has enjoyed robust economic expansion in recent years, with cities at the heart of this growth. With development comes challenges, but cities in the region are transforming these challenges into opportunities with the help of technology and innovation. Smart cities in Asia Pacific are quickly becoming pilot markets for the digital economy.

    “The white paper helps us understand what drives the development of smart cities in Asia Pacific, how businesses can leverage them to develop digital economy solutions and how we can contribute to make these cities more viable, livable and sustainable,” Nick added.

     The report found two key factors that distinguish Asia Pacific’s smart city efforts from other regions around the globe. Governments and businesses are more willing to invest in experimental models that exploit new technologies, business models, and urban planning design. For example, the development of new ‘greenfield’ smart cities from scratch such as South Korea’s Songdo International Business District, Japan’s Fujisawa Sustainable Smart Town, Hong Kong’s Smart City @ Kowloon East, and others.

    Asia Pacific also has a unique approach in its efforts to engage private sector players in developing smart cities. More collaboration has emerged between the government and the region’s leading technology firms – China’s Alibaba, India’s Reliance Communications, Japan’s Panasonic, and others – to deliver smart city projects.

    MIT Technology Review CEO and Publisher Elizabeth Bramson-Boudreau explains, “While no two Asia Pacific markets have the exact same mix of smart city strategies or assets, we have found that nearly all such projects attempt to use smart cities to serve two goals simultaneously: address immediate infrastructure or service delivery challenges while ‘future-proofing’ their economies against threats looming on the horizon.”

    The paper also outlines six common themes of Asia Pacific’s successful smart city initiatives, including: leveraging cloud technology; creating ‘open’ and accessible ecosystems, and through this harnessing the power of startup ecosystems; consumer-driven application development; mixing ‘greenfield’ and ‘brownfield’ smart city experiments; IoT and sensor-based platforms; and cashless economies.

    Dentsu Aegis Network chairman and CEO South Asia Ashish Bhasin said, “India is currently moving towards massive urbanisation. Consequently, its need for building smart cities is immediate when compared to many other countries. Home to one of the most populated and diverse demographics in the world, India witnesses the migration of 20-30 people every minute from rural regions to urban cities. Yes, India is a complex country and therefore, its infrastructural challenges are huge but so are the opportunities. We have a large consumer base, we are well-connected and mobile-enabled. And these elements will act as huge enablers to create our smart cities and introduce economic transformation.”

  • DAN’s Posterscope rolls out campaign for Appy’s new avatar

    DAN’s Posterscope rolls out campaign for Appy’s new avatar

    MUMBAI: Appy, an apple juice drink by Parle Agro, has joined hands with Dentsu Aegis Network’s Posterscope India to roll out a new campaign featuring Appy’s new avatar. The Rs-3 billion brand continues the use of its distinctive black packaging, with an evolution of its logo developed to build a strong brand persona, attracting new consumers to the brand.

    Building on the brief, Posterscope India crafted a campaign highlighting the brand’s new bold, chic look that resulted in a media mix delivering both impact and reach. The media formats used were billboards, bus shelters, gantries, unipoles, bus wraps, metro pillars, etc. In an attempt to create impact, multiple creatives are being used across cities. The campaign has been executed in 30 plus cities that include the top eight metros, the tier 1 and tier 2 cities.

    The main objective of the campaign was to create reach and awareness. From arterial routes, youth hangouts, shopping destinations to residential belts, all were covered methodically using a mix of media formats to get maximum visibility. Posterscope made extensive use of its primary research tool Outdoor Consumer Survey (OCS) to arrive at the TG touchpoints and its planning tool, OOHZONE, for zeroing on the right media placement location and plan optimisation.

    Ashvin Bhatia, Associate Vice President, Posterscope Mumbai said: “We used our own core understanding of the Appy brand DNA and our location expertise to arrive at an optimised consumer centric approach.”

    Fabian Trevor Cowan, Director, Posterscope India said “Posterscope’s association with Parle Agro goes back a long time. We have deeply invested in this relationship and are honoured to be part of their out of home initiatives”.

    Nadia Chauhan, JMD & CMO, Parle Agro said, “The new Appy design gives it a contemporary and bold look and is being communicated with high impact campaign to create top of mind brand recall in the cluttered beverage category.”

  • DAN launches data-driven celebrity endorsement and sports marketing agency ‘CLab’

    DAN launches data-driven celebrity endorsement and sports marketing agency ‘CLab’

    MUMBAI: With the launch of CLab, the media and advertising conglomerate Dentsu Aegis Network, which operates 25 businesses in India, has expanded its footprint into celebrity endorsement and sports marketing.

    CLab will deliver solutions that range from brand endorsements, brand integrations, property and content creation to digital associations and sports marketing offerings including in-stadia branding, image rights, associations, activations, live events and appearances.

    CLab aims to introduce actionable insights with informed decision-making into the process of celebrity endorsement. Therefore, to address the existing gaps and evolving nuances of the industry, the unit has developed, The Star Matrix, a unique celebrity insights tool. The tool enables both, qualitative and quantitative learning, of the celebrity’s social sphere, giving a deeper understanding of their multifarious influence vis-à-vis their social interactions.

    Dentsu Aegis Network – South Asia chairman and CEO Ashish Bhasin said, “We hope to bring a data-based, scientific approach in the area of establishing brand image with the help of celebrity endorsers under CLab.”

    CLab ‘mentor’ Posterscope MD Haresh Nayak said, “Our vison with CLab is to bring accountability and informed decision-making in a discipline which functions on perception, probability and gut feeling of advertisers.

    CLab aims to break the myth of notional acceptability that has its roots in experimentation rather than information. A team of experts is now in place at CLab to deliver it.”

    CLab VP Deepak Kumar said, “If we look at celebrity and sports marketing separately, the two might differ in their operational mechanism but the driving force is common. People, popularity, occasions and influence share the common angle, governing the dynamics of the business. We took timely cognizance of the lacunae and (formed CLab).”

  • Brand Street hires DAN’s Dogra for rural marketing initiative

    Brand Street hires DAN’s Dogra for rural marketing initiative

    MUMBAI: Brand Street India, an integrated marketing agency, has launched ‘Rural Street,’ an identity for its rural marketing branch.

    Rajesh Dogra has been tasked with the agency’s planning and implementation of rural projects nationally. The agency continues its expansion into the space through cutting-edge initiatives and a multi-functional dedicated team. After a few successful rural campaigns such as TVS Motor Company, Tata Motors and TI Cycles, Brand Street India is all set to create new channels.

    With more than two decades of experience in planning and implementation at hand, Dogra has managed numerable projects in the hinterlands. Before joining he had the exposure of working with the rural teams of Dentsu Aegis Network, Percept Out of Home, Dr. Jain’s Video on Wheels and more. Brand Street India stands to have the ability to recognise rural opportunities and develop innovations to tap that space along with their other markets.

    Brand Street India national head Surendra Singh said, “Rural consumers are aspiring to purchase high quality products. Now is the perfect time for us to allocate required dedication and resources towards it.”

    Brand Street India business director Argha Sengupta said, “We are now building a dedicated rural team that will be headed by Rajesh Dogra. He is a very senior member in the rural domain and I am sure it will take the agency to greater heights in the rural markets.”

    Senior manager Dogra said, “The rural consumer is evolving, and they are increasingly changing their consumption patterns. I will be able to utilise my knowledge and experience to pioneer innovations that will take rural marketing to an altogether different horizon.”

  • Digital ad-spend to be 37.6% Vs TV’s 35.9% by ’18: DAN

    MUMBAI: The world media is reaching a tipping point in ad spend now as digital overtakes television, mobile overtakes desktop and paid search overtakes print. Dentsu Aegis Network’s forecasts suggest that, in 2018, digital will be the top media in terms of global share of spend, taking over television for the first time. Digital’s share of total media spend is predicted to reach a 37.6% share in 2018 (up from 34.8% in 2017), versus 35.9% for television (down from 37.1% in 2017), amounting to a total value of US$ 215.8 billion.

    Based on data received from 59 markets across the Americas, Asia-Pacific, Europe, Middle East and Africa, Dentsu Aegis Network’s Ad Spend Forecasts – June 2017 point to a more cautious economic outlook in 2017 than the previous year, with global ad spend growth falling from 4.8% to 3.8% (see Figure 1). However, conditions are set to improve in 2018 with forecast growth in ad spend of 4.3%. Events will play a key role in 2018, with events such as the Winter Olympics & Paralympics in South Korea, the FIFA World Cup in Russia and the US Congressional elections all expected to stimulate ad spend growth.

    · New ad spend growth forecasts show caution in 2017 but improved outlook for 2018.

    Global ad spend to hit $563.4 billion in 2017 with digital driving growth.

    Global ad spend growth holds at 3.8% amid cautious near-term outlook

    · Globally, mobile ad spend is set to overtake desktop in 2017, with digital overtaking TV in 2018

    · Innovation in digital advertising (video, social, programmatic) powers spend growth

    Despite concerns about the economic impact of Britain’s decision to leave the European Union, UK ad spend growth held up better than expected in 2016 at 6.1%. While there are signs of caution in 2017, with growth dipping to 4%, 2018 is forecast to see growth bounce back to 5.9%. A similar picture unfolds in the United States, where a slowdown to 3.6% is forecast for 2017, followed by a slight improvement in 2018 to 4.0%. The United States also remains the largest market in the world, accounting for 37.7% of global advertising spend in 2017. Advertising spend in emerging markets continues to outpace developed economies. For example, ad spend growth in India is forecast to grow at 13% in 2017, while China is the second largest market in the world by share of advertising spend—remaining the only emerging economy to feature in the top five largest ad markets.

    Mobile and digital become the new default settings: Our forecasts show how digital technology continues to disrupt and drive innovation in the way brands connect with their consumers. In 2017, we forecast that advertising spend on mobile will overtake desktop, reaching 56% in terms of share of global Digital advertising spend. In 2018, mobile ad spend will grow further to account for a total of US$116.1 billion. With smartphone subscriptions set to reach 4 billion by 2025 and about a third of consumers reporting that their smartphone is their primary source of entertainment, we can expect to see this trend continue to strengthen.

    Furthermore, our forecasts suggest that in 2018 digital will be the top media in terms of global share of spend, taking over television for the first time. Digital’s share of total media spend is predicted to reach a 37.6% share in 2018 (up from 34.8% in 2017), versus 35.9% for television (down from 37.1% in 2017), amounting to a total value of US$215.8 billion. Reflecting the continued disruption by digital technology of the print media industry, Paid Search (advertising within the sponsored listings of a search engine) is forecast to overtake traditional print media (newspapers and magazines) in 2018. Print media has been on a downward trajectory for some years now, but will likely fall to a 13.8% share of total spend in 2018 (down from 15.1% in 2017) while paid search is forecast to grow to 14.6%, up from 13.6% in 2017.

    Video, social and programmatic power innovation and growth: While digital ad spend is growing rapidly and set to overtake television, within digital there are a number of new sources of growth that point to the future of advertising. For example, in 2017, online video is set to grow by 32.4%; social by 28.9%; and programmatic (i.e. automated ad buying) by 25.4%. Looking ahead, brands will need to embrace the potential of disruptive technologies such as virtual reality, artificial intelligence and voice activation. However, research suggests that only 8%of brands currently intend to use virtual reality for advertising purposes.

    Commenting on the latest ad spend forecasts, Dentsu Aegis Network CEO Jerry Buhlmann said, “We are reaching a tipping point in ad spend now as digital overtakes television, mobile overtakes desktop and paid search overtakes print. Digital and data must now be the default settings for advertisers. Evolving to people-based marketing rather than audience-based marketing and using data to increase addressability is essential for brands to manage tighter conditions in 2017 while positioning themselves for future growth.”

    “At the same time, the challenge for brands is to ensure that they are ready to embrace the potential of new innovation. As technologies such as virtual reality and voice activation become more prominent, brands must ensure that they remain relevant by creating new value for their consumers.”

    Carat India MD Kartik Iyer commented, “India continues to be amongst the few countries seeing growth rates in double digits. While this may be slightly lower than past expectations owing to various market drivers like demonetization and GST, the growth is clearly expected to continue. Driving this growth is Digital with a growth rate of over 35% which is far in excess of that seen by other more traditional media. And with digital quickly progressing on its path of becoming the Go To media for entertainment, this trend is also expected to continue. Other media like TV and cinema are expected to grow at around 12% while Radio and OOH should see a growth of 10% and Newspapers around 8%.”

    “Another medium that is driving growth is that of ambient (at over 15% growth rates). Considering the changing retail environment, the medium, in tandem with digital is becoming pivotal for delivering quality engagement with consumers.”

  • DAN, a friend in need

    MUMBAI: InDeed, Dentsu Aegis Network’s newly launched CSR Advisory, will facilitate corporate investments by companies in Corporate Social Responsibly, through insights & a brand-led approach.

    InDeed, will provide best-in-class expertise and capabilities in Creative, Media, Digital, OOH, Activation and PR communications services, which will help brands build a truly Integrated and a Brand-Led CSR journey in India.

    InDeed will work with clients to infuse brand purpose into their CSR strategies. The aim is to integrate branding and CSR in order to build a corporate culture around responsibility, leading to business sustainability and thereby reap reputational rewards. This will, in turn, make Corporate Social Responsibility into an opportunity that is accountable, measurable and scalable across several CSR areas of development. (eradicating hunger, poverty & malnutrition, education, gender equality, rural sports, rural development projects, measure for the benefit of armed forces, ensuring environmental sustainability, contribution to the prime minister’s national relief fund and contributions or funds provided by technology incubators).

    InDeed is building a repository of India’s most credible and reputed NGOs and will connect them to corporates on the basis of thematic and geographical priorities – to create the best possible match. It will also be involved in conducting employee engagement activities and volunteering programs that result in a meaningful engagement of the staff in innovative social initiatives that are grounded in business practices.

    Indeed has also invested in best brand led CSR case studies to link it to NGO / Brand / CSR activity. More than 2500 case studies are mapped by geography, cost, product, NGO and CSR activity to make sure the best brand-led CSR is delivered.

    Commenting on the launch, Dentsu Aegis Network chairman and CEO – south Asia Ashish Bhasin said, “Today several of our clients are making a huge investment in CSR but in an adhoc manner. Many corporates want to give back to the society but often don’t know how to go about it in a consistent and meaningful manner. Indeed will act as a catalyst in this entire process and Haresh and his team have really done pioneering work in this area. Feels great to be able to give back to society via a socially relevant business.”

    Indeed mentor and MD Haresh Nayak will lead this initiative from Dentsu Aegis Network. He strongly believes that brand building should be seamlessly combined with CSR strategies. He said, “It is not enough for brands to just ‘Greenwash’ their actions to provide PR-able fodder. Mostly such acts of philanthropic projects are short lived and rarely build a brand connect. However, if implemented in the right manner and with the right approach, brand building and CSR can perfectly complement each other.”

    Being a part of Denstu Aegis Network, InDeed will not only work with their existing clients but will also look at fresh collaborations.

    Currently the InDeed team will be based out of Dentsu Aegis Network’s Gurgaon, Mumbai and Bangalore offices. Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen and Fractal Design Studio.

  • Upbeat with ’16 billing, Dentsu Aegis aims to be No. 2 in ’17

    Upbeat with ’16 billing, Dentsu Aegis aims to be No. 2 in ’17

    MUMBAI: Large account wins and a number of acquisitions in creative, digital and PR segments, Dentsu Aegis Network is on a roll with an approximate 2016 billing of Rs 4,500 crore.

    Dentsu Aegis Network South Asia chairman and chief executive Ashish Bhasin is upbeat about his target of dislodging IPG from the number two spot by 2017. Industry experts however believed that while Dentsu could be on a growth path, overtaking IPG might be a distant dream.

    DAN has managed to beat British and American advertising conglomerates such as WPP and IPG in rapid acquisition. Now, its real challenge will be to ensure integration of acquired companies in its network.

    Dileep Cherian-owned Perfect Relations was acquired by DAN last September for an estimated Rs 200-250 crore, followed by creative marketing agency Happy Creative acquisition for an estimated Rs 300 crore followed by experiential design studio Fractal Ink purchase for Rs 250 crore. DAN earlier acquired Milestone Brandcom, WAT Consult, Fountainhead-MKTG, Webchutney and Taproot.

    Bhasin hoped that that 50 per cent growth would come from acquired businesses.

  • Upbeat with ’16 billing, Dentsu Aegis aims to be No. 2 in ’17

    Upbeat with ’16 billing, Dentsu Aegis aims to be No. 2 in ’17

    MUMBAI: Large account wins and a number of acquisitions in creative, digital and PR segments, Dentsu Aegis Network is on a roll with an approximate 2016 billing of Rs 4,500 crore.

    Dentsu Aegis Network South Asia chairman and chief executive Ashish Bhasin is upbeat about his target of dislodging IPG from the number two spot by 2017. Industry experts however believed that while Dentsu could be on a growth path, overtaking IPG might be a distant dream.

    DAN has managed to beat British and American advertising conglomerates such as WPP and IPG in rapid acquisition. Now, its real challenge will be to ensure integration of acquired companies in its network.

    Dileep Cherian-owned Perfect Relations was acquired by DAN last September for an estimated Rs 200-250 crore, followed by creative marketing agency Happy Creative acquisition for an estimated Rs 300 crore followed by experiential design studio Fractal Ink purchase for Rs 250 crore. DAN earlier acquired Milestone Brandcom, WAT Consult, Fountainhead-MKTG, Webchutney and Taproot.

    Bhasin hoped that that 50 per cent growth would come from acquired businesses.