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Tag: Dentsu

  • Rovio, SEGA & Prime Focus Studios announce The Angry Birds Movie 3

    Rovio, SEGA & Prime Focus Studios announce The Angry Birds Movie 3

    Mumbai: Rovio Entertainment Corporation, SEGA, and Namit Malhotra’s production company Prime Focus Studios, has announced that they are starting production on The Angry Birds Movie 3, with DNEG Animation attached as animation partner. Prime Focus Studios, Rovio, and SEGA will produce the movie in association with One Cool Group, Flywheel Media, and dentsu.

    The third installment in the franchise will follow the continuing adventures of Red and Chuck, voiced once again by Jason Sudeikis (Ted Lasso, SNL, We’re the Millers) and Josh Gad (Frozen, Beauty and the Beast, Gutenberg!, Murder on the Orient Express). Jason Sudeikis is represented by Brillstein Entertainment Partners and TAG. Josh Gad is represented by Sugar 23, CAA and JSSK. More casting news will be coming soon.

    The film follows the success of the first two Angry Birds movies, which together have grossed more than $500m at the worldwide box office and have demonstrated fantastic results on streaming platforms, signalling strong demand for the third installment.

    The Angry Birds Movie 3 will be directed by John Rice (Angry Birds, Beavis and Butt-Head Do The Universe). The screenplay will be written by Thurop Van Orman (Angry Birds 2, Adventure Time, Flapjack), who will also executive produce alongside Toru Nakahara (Sonic the Hedgehog, Sonic Prime, Golden Axe). The film will be produced by John Cohen (Despicable Me, The Garfield Movie, Angry Birds), Dan Chuba (The Mitchells vs. the Machines), and Carla Connor (The Willoughbys).

    Returning to the Angry Birds design team is Jeanie Chang as production designer and Francesca Natale as character designer. The head of story is Vadim Bazhanov and the lead editor is Sarah K. Reimers. Storyboards, art development, and animation will be handled by DNEG Animation.

    Rovio and SEGA will produce alongside Namit Malhotra and his production company Prime Focus Studios, which recently co-produced The Garfield Movie with Alcon Entertainment. Prime Focus Studios is also currently in production on Animal Friends with Legendary Entertainment and Ryan Reynolds’ Maximum Effort, and Indian epic Ramayana with actor-producer Yash’s Monster Mind Creations.

    “The Angry Birds brand knows no bounds, and an all-new Angry Birds adventure underscores how the worlds and narratives crafted in our games can seamlessly transcend into the realm of film and beyond,” said Rovio Entertainment CEO Alexandre Pelletier-Normand. “Rovio is fully committed to creating entertainment that sparks imagination across various platforms. We’ve seen continuous success in everything from games and feature films to licensed products and amusement parks, and we are thrilled to return once again to the vibrant Angry Birds world with our new partners.”

    “The Angry Birds games are a global phenomenon and the film franchise has enjoyed worldwide success,” added DNEG Animation MD Crosby Clyse. “Our amazing DNEG Animation team is thrilled to be teaming up once again with Prime Focus Studios and with our new friends at Rovio to create an all-new high-velocity adventure set in this colourful, crazy world.”

    “Innovation is part of dentsu’s DNA and we are always looking for new and exciting projects to deliver differentiated, integrated growth opportunities for our clients. We believe in the positive impact of entertainment, creating meaningful connections between people and brands,” commented dentsu global president – global practices Jean Lin. “We are so proud to partner with Prime Focus Studios and DNEG Animation to help bring the next installment of the beloved global Angry Birds franchise to life.”

    “The Angry Birds brand truly reflects the size and scale of content Flywheel Media are focusing on,” said Flywheel Media founder and CEO Don McGregor. “We are thrilled to be joining forces with such incredible partners to deliver this film to audiences around the world.”

    The Angry Birds Movie opened at #1 in 50 countries on its release in 2016 and has grossed more than $350m at the worldwide box office. Rovio’s mobile games surpassed 5 billion downloads in 2022.

    “We are thrilled to announce that the brand-new film of the globally beloved and successful Angry Birds franchise is to be in production,” said SEGA president and COO Shuji Utsumi. “SEGA has been focusing on its Transmedia strategy to advance the value of its intellectual properties (IP) across games and diverse media landscapes. We believe that the upcoming The Angry Birds Movie 3 perfectly aligns with our strategy and presents a great opportunity for us to bring the charm of the Angry Birds brand to fans across the globe.”

    “I’m delighted to be partnering with Rovio, SEGA, One Cool, Flywheel, dentsu, and the incredible team of returning filmmakers and voice talent on this movie. It’s an honour to be part of the next chapter in the amazing Angry Birds story,” concluded producer Namit Malhotra. “Prime Focus Studios is in production on an impressive roster of high-profile features and I am excited that The Angry Birds Movie 3 will be the next big animated project on our slate after The Garfield Movie.”

    Angry Birds and all related properties, titles, logos, and characters are trademarks of Rovio Entertainment Corporation and are used with permission. All Rights Reserved.

  • Cricket Country Box Cricket League roars into action on 17 and 18 February 2024

    Cricket Country Box Cricket League roars into action on 17 and 18 February 2024

    Mumbai: IndiaDotcom Digital Private Ltd is thrilled to announce the launch of the inaugural Cricket Country Box Cricket League, slated to take place on 17th and 18th February 2024, at the prestigious Fuzolo in Gurugram. This on-ground event promises to redefine the cricketing landscape with its unique blend of sporting prowess and entertainment.

    The upcoming Cricket Country Box Cricket League redefines sporting entertainment through innovative elements that promise an unforgettable experience. By employing tennis balls, the tournament maintains a high-paced and dynamic gameplay, prioritizing safety without compromising excitement. With umpires and digital scoring systems in place, the integrity of each match is upheld, ensuring fairness and accuracy throughout.

    Featuring eight elite teams representing prominent media agencies such as Group M, Madison, Havas Media, InnOcean, Zenith Optimedia, Wavemaker, OMD, and Dentsu. The tournament will showcase thrilling encounters across seven matches. With a knockout format and matches spanning 10 overs in the round stages and 15 overs in the semi-finals and finals, spectators can expect edge-of-the-seat action from start to finish.

    Beyond the thrilling matches, the league also caters to a diverse audience, offering a range of engaging activities and tantalizing food and beverage options. This thoughtful approach aims to enhance the overall spectator experience, making the Cricket Country Box Cricket League a must-attend event for fans of all ages.

    Essel Group CTIO Idris Loya lauded the initiative, stating, “In the Cricket Country Box Cricket League, the amalgamation of sportsmanship and entertainment unfolds like a thrilling rafting adventure, captivating players and spectators alike. This initiative epitomizes a harmonious blend, propelling cricket to unprecedented heights while championing the values of respect and teamwork. With each match, the league sets a new standard for sportsmanship, fostering an environment where the essence of fair play resonates with every stroke and every cheer.”

    Zee Media Corporation Ltd marketing head Anindya Khare further highlighted, “We strongly believe in championing sports culture and enriching community engagement through dynamic experiences. The Cricket Country Box Cricket League embodies our commitment to providing innovative entertainment that unites the media fraternity. As we embark on this journey, we aim not only to entertain but also to inspire unity and camaraderie within our community, showcasing the enduring impact of shared sporting experiences.”

    On-ground integrations such as brand logo presence on team jerseys and boundary branding will provide sponsors with valuable visibility. Additionally, promotional efforts encompass editorial articles, interview videos, reels, match highlights, live commentary, and live streaming on Cricket Country’s Facebook page and YouTube channel.

  • Posterscope India executes an immersive activation campaign for Tissot

    Posterscope India executes an immersive activation campaign for Tissot

    Mumbai: In its recent campaign, Tissot Watches, a well-known Swiss Watch Brand in India, and the official timekeeper for MotoGP, in association with Posterscope India, has sparked a flurry of enthusiasm among fans of Indian motorsport. The campaign aims to build anticipation for the inaugural MotoGP race, which took place in India for the very first time at Budh Circuit.

    Executed by Posterscope, the Out-of-Home (OOH) specialist agency from dentsu India, the two-month-long campaign endeavored to create an extraordinary MotoGP experience for fans, by bringing together the excitement of live racing in malls and at airports across Delhi, Mumbai, and Pune. This activity witnessed a remarkable 15,000+ participation from participants of all ages. To offer participants an authentic MotoGP racing experience, the agency strategically installed state-of-the-art Official MotoGP simulators imported by the brand from Italy, enabling them to experience the exhilaration of racing on real sports bikes. The campaign culminated in a spectacular finale at the Budh Circuit during the MotoGP India event.

    Posterscope India managing director Imtiyaz Vilatra said, “The sport of racing has gained significant interest in India, and this initiative undoubtedly ignited the enthusiasm of racing enthusiasts. It is a testament to the effectiveness of imaginative marketing and excellent execution, much like Tissot’s timepieces. The aim was to captivate and engage the target audience through a variety of creative activations. Establishing this was no easy task, but the brand and the agency’s unwavering dedication to providing the audience with an unmatched experience ensured a speedy implementation process, completed in just 10 days.”

  • Carat India launches ‘Reimagining India’s Festive Landscape 2023’ report

    Carat India launches ‘Reimagining India’s Festive Landscape 2023’ report

    Mumbai: Inching closer to the peak of festivities, Carat – the media agency from dentsu India, has launched a festive reckoner, ‘Reimagining India’s Festive Landscape 2023’. Inspired by the philosophy of the agency’s global framework – ‘Designing for People’, the report offers a unique perspective to revolutionize brands’ approach to the upcoming festive season in India.

    Every year, brands invest a chunk of their resources to decode shoppers and analyze consumer behavior, limiting their expertise in reaching out to a sect of consumers. However, the need for marketers today is to transform their approach to holistic consideration of the fundamental shifts that consumers witness during the festive period.  

    The report is a quick solution that highlights profound insights into the varied phases of an individual’s journey to becoming a festive consumer. It is designed to bring a significant shift in perspectives, enabling brands to craft a robust people-centric engagement plan that can target consumers across the marketing funnel.

    As per the report:  

    1.   Approximately 65 per cent of people witness an uptick in their spending during the latter half of the year

    2.   People in their browsing stages often spend between 1.5 to 2 months in the research phase

    3.   68 per cent of women take charge of the decisions

    Below are the key principles from the report for brands to break free from the festive clutter:

    1.   Prioritise attentive reach

    2.   Inspire celebration

    3.   Differentiate with Distinction

    https://www.dentsu.com/sg/en/reports/thought_leadership_reimagining_indias_festive_landscape

    Carat India CEO Sanchayeeta Verma said, “I am super excited to launch this study. Carat has always been a front-runner in bringing to life some core in-depth industry insights. This festive report further exemplifies our expertise in the domain.  It has been created on the key pillars of our DFP framework and incorporates the learnings from our attention economy and Lumen studies.  The intrinsic details captured in the report will allow brands to develop a renewed sense of purpose, better understand their TG, and tweak strategies to swiftly navigate through their journeys.”

    dentsu CEO media, South Asia Anita Kotwani added, “Dentsu inherits a futuristic forward-looking approach, finely driven by thought leadership. We take utmost pride in launching this first-of-its-kind festive report, a certain go-to for every marketer. In India, advertisers spend a massive 30-35% of their annual budget during the 45-day festive period. Thus, being distinctive in their media strategy can be a complete festive game changer. The report offers some deeply rooted cultural insights from across geographies to enable brands to creatively customize their media approach and maximize their attentive reach.” 

  • Report: Dentsu unveils the media trends set to shape 2024

    Report: Dentsu unveils the media trends set to shape 2024

    Mumbai: Dentsu released its annual media trends report, titled ‘The Pace of Progress: dentsu 2024 Media Trends’. Created by gathering insights from its specialists within Carat, dentsu X and iProspect globally, the new dentsu report highlights ten key catalysts of change within the media industry which are most likely to set the pace of progress for brands around the world.

    With over 40 pages of in-depth commentary, dentsu 2024 Media Trends extrapolates how Generative AI will be best used to spearhead growth, how monetization of the industry is gaining evermore traction and how genuine integrity in advertising will elevate brands. Not only does the report highlight the key trends within each of these three areas of interest, but it also provides suggestions on how brands can capitalize on them in the short and long term.

    “Our own client research has shown that more than 60% of marketers have said they’ve already started engaging with Generative AI in their company*. So, in our dentsu 2024 Media Trends report it was important for us to identify and introduce the additive advantages, trends and technologies to help them progress in this space,” says dentsu global CEO Media – international markets Peter Huijboom.

    Huijboom continues, “When we bring our experts together from our media agencies and from all around the world to create these predictions, it is essential we showcase the most pressing topics and the best opportunities for the future. This report does exactly that, in a convenient and easily accessible way.”

    dentsu CEO Media – South Asia Anita Kotwani adds, “Artificial intelligence (AI) is not just a buzzword, but a game-changer for the media industry. It has the power to automate, optimize, and personalize various aspects of media planning, buying, and execution. It can also unleash the creative potential of media professionals, by enabling them to generate new and engaging content, formats, and experiences for their audiences. This is what we call Generative AI, and it is the focus of our 14th edition of the Media Trends Report.

    At dentsu, we take pride in our insightful expertise that keeps us ahead of the competitive curve. We are always exploring new ways to leverage AI for our clients, partners, and employees. The Media Trends Report deep-dives into one of the most disruptive technologies – AI, taking us through the many trends that serve Generative AI on a platter. It aims to enable readers to reshape their work dynamics, tapping into the untapped potential through its many facets.”

    According to the new dentsu report, the key predictions for the direction of the media industry into 2024 and beyond are:

    Generative AI takes center stage:

    Generative AI is the most disruptive technology breakthrough of the last decade.  With 63% of marketers having said they’ve already started engaging with Generative AI in their company*, the technology is set to take center stage in the coming months and years.  From search to creativity to media planning and production, generative AI takes media effectiveness to new heights. This theme is explored through:

    Trend 1 – The rise of generative search 
    Generative AI will transform how people access information, from search engines to commerce platforms.

    Trend 2 – Creativity reimagined 
    The augmentation of human creativity through Generative AI in fields such as content and copywriting, as well as image development.

    Trend 3 – Generative optimizations 
    Leveraging Generative AI for simplifying advertising production, targeting, and effectiveness at scale and pace.

    The race to monetization:

    2024 will see the intensification of competition between tech platforms. As they strive to better monetize their services in their economic circumstances, platforms will double down on becoming more protective of their data, understanding their users, and stepping up their advertising offerings. This megatrend incorporates:

    Trend 4 – A world of lookalike apps 
    As platforms become progressively similar, attracting audience attention has never been more important for brands.

    Trend 5 – From walled gardens to walled pipes 
    Platforms have a more defensive stance on their data which opens the larger question of the delicate balance between protection and discoverability.

    Trend 6 – The identity refocus 
    A doubling down on people intelligence by media platforms as third-party cookies approach the end of the line.

    Trend 7 – More ads for more returns 
    Expansion of advertising into new areas for most platforms, with new formats, opportunities – and risks – emerging as a result.

    Integrity economics:

    Growth in the next year will not only be about hard economics; it will also be about brands’ sustainable contributions to society.  Amid rising societal and political polarization and climate emergency, building more carbon efficient, diverse, and safe online spaces for people and brands will be central to success. Highlighted through:  

    Trend 8 – The new faces of growth 
    With media consumption becoming increasingly diverse and personal, brands must adapt to reflect the needs and identities of audiences and stay relevant.

    Trend 9 – Safer, better, faster, stronger 
    Amid a fast-moving digital landscape, new developments in brand assurance aim to create safer environments for both people and brands.

    Trend 10 – More attention, fewer emissions 
    As brands implement carbon media efficiency strategies, optimizing for attention should lead to decarbonization through optimized and improved impact. 

  • Welspun appoints dentsu X as its partner for integrated media solutions

    Welspun appoints dentsu X as its partner for integrated media solutions

    Mumbai: Welspun – a global leader in home textiles, has awarded its media duties to dentsu X – the data & tech-driven agency from dentsu India. The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office.

    As per the mandate, dentsu X’s robust talent pool will intrinsically focus on offering pioneering solutions to enhance the brand’s business outcomes. It will cater to the entire gamut of integrated media services in the Bed & Bath and flooring categories, overseeing media strategy, planning, and buying for Digital and traditional media. The agency’s purpose-driven media expertise combined with the network’s strategic foray into practices like Martech (big data, analytics, CRM, CDP) gaming, Omni Channel commerce, and content is certain to empower the brand to further build upon revenues.

    It is pertinent to note here that Welspun’s brands have been highly active on digital and traditional media platforms, engaging with consumers across multiple touchpoints. ‘SPACES,’ known for its premium home textile offerings, has gained recognition for its exceptional quality and innovations, while Welspun, the mass Home textile brand, has consistently provided value-driven solutions that address real consumer pain points through innovative products.

    Welspun Global Brands, domestic business CEO Manjari Upadhye added, “The competition among the agencies was fierce, and each one presented fantastic ideas, strategies, and data, which made our decision quite challenging. However, dentsu X stood out with its innovative approach, comprehensive understanding of our brand, and compelling vision for our consumer-centric marketing strategy. Bed and bath categories are traditionally considered commodity-driven. Our challenge lies in differentiating ourselves and elevating the brand value within this segment. As the largest spender in the Bed & Bath category over the past 2-3 years, we understand the importance of a robust media strategy to drive our growth. We have chosen to partner with dentsu X due to their exceptional track record in handling similar categories, which will undoubtedly play a pivotal role in shaping our strategies moving forward.”

    Speaking on the win, dentsu media CEO, South Asia Anita Kotwani said, “Adding Welspun India to our clientele is a remarkable win. The network believes in going from pillar to post, fostering our strengths, and redefining practices for brands to supersede their targeted outcomes in the India market. I am proud of the team that has relentlessly worked on the pitch. Their innovative approach to catering to Welspun’s business objectives has led to this victory.  This is much in line with dentsu X’s proposition of ‘experience beyond exposure’ and I am certain of them achieving many new milestones with this partnership.”

    dentsu X India CEO Jose Leon added, “Relationships don’t just come from precise media exposures or stalking people programmatically. Relationships come from valuable experiences that all connect to tell amazing stories and this is what we would bring to foray at Welspun too. We aim to be laser-focused towards ensuring long-term & sustainable growth for the brand. Super excited to be part of this next phase of transformation with the team at Welspun.”

  • Dentsu and Microsoft come together to build a path to the metaverse for brands and business

    Dentsu and Microsoft come together to build a path to the metaverse for brands and business

    Mumbai: dentsu International has announced its collaboration with Microsoft to build a unique collaboration space in the metaverse, designed to excite and inspire brands to innovate and experiment with web3 technologies. Using their combined expertise, the firms have partnered to showcase a range of real-world use-cases that have been reimagined in a virtual setting to drive greater engagement, productivity, and accessibility for business.

    With many brands and businesses still assessing how to take advantage of the huge opportunities presented by web3, dentsu and Microsoft have come together to showcase what can be achieved in critical business areas such as customer service, retail, and learning and development.

    The initiative is underpinned by dentsu’s recently announced Web3 Center of Excellence, which falls within the Creative pillar. This is where clients and dentsu teams have the chance to innovate, test ideas, experiment with hypotheses, and learn how evolving technologies and platforms could be used within integrated campaigns or future business models.

    The new dimension, created by a move into the virtual world, brings a wealth of exciting and engaging opportunities to transform important touch points with customers and employees. The newly built dentsu and Microsoft spaces are located on the dentsu campus, in “Moon Valley,” a digital twin of the moon created by HeadOffice.Space, the metaverse for productivity. The space was designed specifically to be more accessible by more people and through any web-enabled device, as well as VR and mobile.

    Developing a space in the metaverse required the application of some unique technologies, brought together for the very first time by the teams at dentsu and Microsoft:

        Dentsu Metaversity for Microsoft Power Skills: Powerup Power Skills with new starter inductions and employee training, enabling teams anywhere to upskill and gain new competencies through the full suite of Microsoft 365 products, text-to-speech capabilities, and forthcoming Microsoft Designer capabilities.

        Microsoft Retail Education: a space for retailers and brands to learn more about Microsoft Dynamics 365 and dentsu’s ShopNXT retail innovations.

        Lounge: A virtual “room” where brands can connect through their professional LinkedIn identities to recruit, network, and engage with prospective buyers and customers.

        Ecosia Forest: Provides overall education on Ecosia, the search engine that plants trees where they are needed most, with over 160 million trees planted to date, powered by Microsoft.

        AI-Powered Virtual Human: Our full experience will be guided by ‘Neva,’ an AI-powered virtual human created in collaboration with HeadOffice.space. Neva combines the power of Unreal Engine’s MetaHumancreator framework and Microsoft AI-powered text-to-speech, a capability within Azure Cognitive Services, part of the Azure AI platform, that converts text to lifelike speech across 400 neural voices across 140 languages and variants.

        Additional spaces on the dentsu campus include the ShopNXT Showroom, Merkle Virtual Retail Lab, and Intelligence Center.

        The co-space is built on Unreal Engine 5, the world’s most open and advanced real-time 3D creation tool, and features full-body 3D avatars with Ready Player Me Integration.

    dentsu vice president of solutions and innovation Val Vacante said, “We’ve seen a lot of activity around the Metaverse, with some businesses jumping in simply to grab headlines rather than figure out how Web3 can really change perspective on existing business challenges. At dentsu we’d say it’s ‘near but not here’ and that is exactly why we wanted to work with Microsoft to show the world how today’s business problems can be solved in the Metaverse tomorrow. Whether it is overcoming the skills-gap by making accessible and engaging training programs, or building multi-channel customer loyalty solutions using NFTs, or mapping innovation explorations through our NXT Intelligence platform, the opportunities are truly endless!”

    dentsu group vice president of growth & enablement Paul Veltman said, “Microsoft and dentsu have been partners for many years, working hard to push the boundaries of where technology, creativity, and productivity meet brands and the customers we serve. When we come together, though, we always want to do so with a clear focus – whatever we create must help our clients solve problems and stand out, but it also has to drive tangible and sustainable growth. By developing this incredible new virtual space, we’re inviting clients, their people, and partners to discover, experiment, and co-create. From connected e-commerce opportunities to engaging talent solutions and integrated CRM capabilities, we have an exciting new space to partner with you on your journey in the metaverse.”

    Microsoft managing director media & entertainment Simon Crownshaw said, “The media and advertising industries continue to be transformed by digital technology, which now includes the Metaverse. These transformations will continue to require that brands adapt their business models and strategies in real time to take advantage of new creative opportunities. As our collaboration with dentsu evolves, we’re continuing to elevate creativity with the power of the Microsoft Cloud, enabling the future of content creation and collaboration from anywhere in the world.”

  • Dentsu 2023 Media Trends: Industry trends tapping shifting consumer behaviour

    Dentsu 2023 Media Trends: Industry trends tapping shifting consumer behaviour

    Mumbai: dentsu International has compiled and released the insights and projections of all its global media agencies into the comprehensive 2023 Media Trends guide for marketers worldwide for the second year in a row.  

    The analysis released on Thursday covers the top media trends to watch out for in the upcoming year, drawing on experts and professionals from Carat, dentsu X, and iProspect.

    With over 35 pages of commentary, dentsu 2023 Media Trends examines ten industry trends that will shape how brands tap into shifting consumer behaviour and have significant implications for future campaigns and budget allocations. The unique report conveniently groups these key 2023 trends within three overarching categories reflecting the core themes of content, commerce, and community.

    Speaking about the report and the collaboration involved, dentsu International global CEO, media & global clients Peter Huijboom said, “This year we witnessed a very different geopolitical landscape and a new and challenging economic outlook, which has forced brands and people to really stop and re-evaluate many things. Through all this uncertainty, we’ve been able to see the emergence of new consumer behaviours, exciting tech innovation, and the spark of profitable new media opportunities for brands.”

    “As a leading agency network, we pride ourselves on knowing people better than anyone else and understanding what’s next. This couldn’t be made clearer than within this 2023 Media Trends report: our media specialists from around the globe have once again identified those burgeoning societal shifts impacting the industry and brought them into the spotlight,” he added.

    The key predictions for the direction of the media industry into 2023 and beyond mentioned in the new dentsu report are:

    Content:

    2023 will bring changes in the content people consume and how they do it. The speed of the shift to digital platforms shows no signs of slowing down, especially in the video-on-demand and gaming industries. The changes in the general economic landscape will lead consumers to evaluate the number of platforms and associated costs linked to subscriptions. The advance of advertising streams may not only provide an alternative to consumers, but it will also provide brands with an opportunity to attract the attention of consumers and capitalise on advertising streams.

    #1 AVoD eats SVoD – Ad-funded video platform is set to overtake subscription channels with time, as major streaming platforms are adding ad-funded tiers.

    #2 Games everywhere – Gaming is becoming mainstream. Games are becoming increasingly prominent on content sites to drive repeat users.

    #3 Attention brings back the essence of advertising – Interest in attention is growing as brands look beyond metrics of reach and viewability to assess consumer engagement and make more effective decisions.

    Commerce

    Digital commerce continues to evolve, both in importance and in the diversification of sites, apps, and platforms. Consumers are now able to shop at any time from almost anywhere, paving the way for both retail sites and apps to expand their services and offerings to cater to shifting consumer demand and flexibility. The challenge for brands is to engage directly with consumers while at the same time planning and adapting for a cookieless future and respecting data privacy.

    #1 From going shopping to always shopping – consumers can shop anywhere and anytime. As a result, retail sites are evolving into content sites, and commerce sites are changing into media sites.

    #2 Retail media shakes up adland – Retail platforms and sites are turning themselves into advertising platforms and becoming attractive propositions for brands due to retailers’ huge wealth of first-party data.

    #3 The rise of the super apps – Apps are evolving and continue to build ecosystems offering a wide range of services to anticipate and cater for users’ needs.

    #4 No way back for third-party cookies – Brands continue to navigate a cookieless future and advertisers will explore and test the solutions working best for their brands.

    Community

    Digitalised communities are a mainstay by now. They continue to change and reflect both technological and societal changes. Social media platforms are adopting their algorithms to encourage engagement, and within social media, “live” events are spilling over to other platforms, forming new communities. Consumers are now able to join global communities that align with their personal views on sustainability and responsibility. Brands should understand the motivations and formation of online communities to encourage engagement and adaptations to future campaigns to better connect with their chosen audience in the context most befitting the intended message.

    #1 ‘Going Live’ goes a long way – Brands and platforms are increasingly using the ‘go live’ functions to build a community to create interest through live events. Not only to bring consumers together but also to encourage live, active engagement.

    #2 Responsibility takes centre stage – Communities are emerging through a common emphasis on brand responsibility. Platforms are opportunities to share relevant content and increasingly measure the impacts of campaigns.

    #3 Social algorithms give users what they don’t know they want – It is not about who you follow as much as what social media platforms want you to see.

    Each trend is examined in greater depth in the report, which concludes with specific recommendations and takeaways for marketers and brands to incorporate into their plans.

  • Rajat Mukherjee joins Garage Group as principle creative consultant

    Rajat Mukherjee joins Garage Group as principle creative consultant

    Mumbai: Garage Group, a full-service and creative agency founded in 2015, has strengthened its creative capabilities with the appointment of Rajat Mukherjee as principle creative consultant. In his new role, Mukherjee will oversee all markets and lead the organization’s creative division for its clients.

    With an impressive background, Mukherjee brings more than two decades of creative experience in the field of advertising and communication and is considered one of the prominent creative leaders in the industry, having worked with agencies such as HSAd, JWT, Leo Burnett, Hakuhodo Percept, Dentsu, Mudra, and R.K. Swamy BBDO, to name a few.

    He has worked on several leading business brands such as LG, Horlicks, Boost, Monte Carlo, Pepsi, Coke, Hero Cycle, Pizza Hut, Sony, ESPN, Star Sports, Hero Honda, Maruti Suzuki, Suzuki Bikes, Honda Motors, Toshiba, Central Park, PUBG, Numero Uno, and Hindware, among others.

    Before joining Garage Group, he served as national creative director for HSAd India, the primary partnering agency for the electronics giant LG, where he headed the firm’s entire creative communication division for more than ten years.

    Talking about his new role, Mukherjee said, “A real 360-degree communication is the key to the communication business today, and Garage Group excels with its diversified in-house offering for the same. Thus, it becomes an exciting move for me, as this allows me to expand my wings to soar to newer heights with Garage Group and its varied application format in the field of communication.” 

    Speaking on the appointment, Garage Group founder and managing director Saurabh Gupta said, “We’re thrilled to welcome Mukherjee to the Garage Group family. With our expansion into creatives, digital, music, and technology, Mukherjee is a clear fit in the organisation. His diverse experience in industry and understanding of the brand ecosystem will further lift Garage Group’s service offering in the market.”

    Mukherjee is a graduate of the esteemed Delhi College of Art. He has received numerous significant national and international honours during his 23-year journey, which in turn adds another feather to his cap.

     

  • Agencies need to start leading and stop lagging: Dentsu Creative’s CMO report

    Agencies need to start leading and stop lagging: Dentsu Creative’s CMO report

    Mumbai: Dentsu Creative has released the results of its annual survey of CMOs in the UK, US, China, India, and Brazil. The survey, called “The Power of Modern Creativity: Insights for Today and Tomorrow,” identifies eight key themes that define the future of modern creativity and what clients most want from their agencies .

    According to the report, 85 per cent of clients agree that while consumer behaviour has undergone rapid changes in the last five years, the agency model is yet to adapt. 78 per cent say that the silo-ed agency model is no longer fit for purpose in today’s world. Clients are seeking a new agency model where creativity is a horizontal not a vertical, with 82 per cent agreeing they want to see creative solutions across every aspect of their business-media, commerce, and CXM-just as much as in campaigns.

    India is the market where CMOs are most likely to have invested in creating their own TV programming.

    China and India dominate the creation of branded entertainment and intellectual property (IP), with 53 per cent of CMOs in these markets investing here, and China is the global leader in creating branded characters and IP.

    Dentsu International global chief creative officer Fred Levron said, “We introduced Dentsu Creative to the world in the belief that clients want something new and different. That they are tired of artificial silos and complexity and are seeking modern, integrated creativity. This survey showed that today’s CMO’s are with us all the way on that. They don’t want creativity to stay in its swim lane; they want to see creativity across every aspect of their business-across media and CXM just as much as campaigns and content. That’s why we designed Dentsu Creative not only to bring together our amazing capabilities in entertainment, experience, storytelling, and innovation, but to integrate seamlessly with our media and CXM businesses. Clients are asking agencies to create culture, to invent new possibilities, to help reshape society and we care ready to deliver this.”

    Dentsu Creative chief strategy officer Patricia McDonald added, “Today’s CMOs are asking agencies to stop lagging behind and start leading again.  Our study confirms that today’s CMOs believe in the power of modern creativity to engage a new generation of consumers. They are asking their agency partners to think beyond legacy silos and bring the right talent around the table to deliver ideas big enough to live anywhere, bold enough to chart new executional territory and rich enough to make personal connections with millions of customers around the world. That requires us to connect our core skills in strategy and brand building with the ability to execute anywhere from gaming to entertainment, culture to commerce.”

    Dentsu Creative chief executive officer Amit Wadhwa commented, “We all know that the business landscape is rapidly changing and so are the expectations from agencies on how and what we deliver. It’s extremely essential for all of us to be in tune with the requirements and expectations in this changing environment. With this very objective, the CMO survey was conducted. What really excites me is that the responses augur extremely well for the direction we took when we launched Dentsu Creative based on the philosophy of modern creativity. Excited with the way we are moving ahead.”

    Eight key themes identified and unpacked in the report:  

    From complexity to simplicity: Today’s clients reject artificial divisions and binaries, seeking simple but powerfully integrated solutions to their problems.  

    73 per cent of marketers agree that the modern comms landscape, and by extension their roles, have become increasingly complex.

    Inventing the future: Investment in gaming, virtual technologies and social commerce continues as clients believe the online space is where their most meaningful customer interactions take place.

    84 per cent agree that an online store should feel as immersive as an offline store.

    Big ideas, boldly executed: The big organising idea is more important than ever but today big ideas must be executed in bold new ways, to connect in personal, contextually relevant ways.

    84 per cent agree that modern creativity creates culture, it doesn’t just interrupt.

    Radical collaboration: Delivering modern creativity means rejecting traditional silos and traditional definitions of scale, using data and technology to nimbly connect the right talent around the right brief.

    76 per cent want agencies to connect the right talent around the right brief, wherever it sits in their networks.  

    Creating Culture: CMOs across the globe are investing in content marketing, entertainment and IP as never before, building their own audiences and creating their own properties.  

    84 per cent of respondents are implementing or have implemented entertainment platforms and IP as a strategy.

    Horizontal Creativity: To thrive in the modern world, networks must embrace creativity across every touchpoint; content to commerce, media to CXM. Creativity is no longer a vertical or discipline but a horizontal.

    82 per cent want to see creative solutions across media, commerce and CRM, just as much as in campaigns.

    Changing society: CMOs speak with one voice on the vital importance of using their platform for good and the imperative to pivot their business model in response to the climate crisis.  

    84 per cent agree that real change is only possible through sustained collaboration between businesses, consumers and policy makers.

    Embracing difference: Designing for the modern world means investing in teams that reflect the modern world. Today’s agencies must embrace difference as the only true way to deliver work that makes a difference.

    95 per cent agree that it is a brand’s responsibility to change behaviour and change society.