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Tag: DigitasLBi

  • SapientRazorfish & DigitasLBi have a new CEO – Himani Kapadia

    MUMBAI: SapientRazorfish, a part of Publicis Groupe HAS announced that Himani Kapadia has assumed the position of CEO, India, SapientRazorfish and DigitasLBi effective immediately. In this new role, Kapadia will be responsible for the growth of both businesses in India by leveraging the complimentary propositions and offerings of the brands, to help clients reimagine their business through radical customer-centricity.

    Kapadia brings 22 years of diverse experience across business, finance, strategy, technology and media. She was instrumental in setting up DLBi in India, and served as its MD before moving on to other global roles within DLBi. She was recognized by Campaign as a “Top 10 Most Admired Agency Leader in APAC”.

    “The combined capabilities of SapientRazorfish and DigitasLBi across consumer, digital, experience, data and technology, offer a unique advantage to our clients as they partner with us on their digital transformation journey,” said SapientRazorfish MD – Asia Pacific Rajdeep Endow.

    “Having known Himani for a number of years, her experience in India coupled with her focus on doing what’s best for her clients reassures me that she will help lead our clients through the digital transformation journey,” said DigitasLBi CEO APAC Annette Male.

    Charulata Ravi Kumar, who led the SapientRazorfish India business, moves on from the organisation to pursue other opportunities.

  • #CoveringUpFails, Nivea Men confident

    #CoveringUpFails, Nivea Men confident

    MUMBAI: Nivea Men started its new campaign #CoveringUpFails with a humorous take on a spy’s undercover mission, to highlight the importance of solving the problem of body odour instead of just covering it up.

    In a category that’s cluttered with tales of the superficial strength of fragrances, Nivea Men continues to challenge norms and differentiate itself as an actual solution provider. The campaign hits on the problem of failing deodorants and the resulting emergence of body odour during the day. And in turn, establishes the product – Nivea Men body deodorizer as the real solution to the problem.

    Targeting men’s habit of relying on quick fixes and shortcuts to take care of all of their problems, including that of body odour, the campaign brings alive the reality of these ‘failing cover ups’. It also aims to educate men on the importance of solving issues at the root by not depending on deodorants, as they only cover up body odour.

    Nivea India marketing director Sunil Gadgil said, “The Indian consumers’ attitude towards body odour is ‘Not my problem’. The aim of this campaign is to create relevance of body odour for consumers without triggering their defence mechanism of ‘Not for me’. This film is part of a series of films created by Nivea India to seed the practice of ‘Odour control at the source’ aimed at consumers with the habit of spraying a fragrance on their shirt for masking the odour.”

    The objective has been approached by looking through Nivea’s lens of care and asking– Who would require a fail-proof cover the most? The answer – An undercover spy. A man on an extremely important mission, where his identity is of the utmost importance to his success. The culmination of these thoughts, the digital film by DigitasLBi – ‘An Epic Undercover Fail’ urges men to prepare better for every one of life’s important missions – at work, with family, in public, or when with a loved one, as covering up always fails.

    DigitasLBi, India creative director Akshat Bhardwaj said, “We had a powerful proposition in place –ordinary deodorants just cover up body odour and don’t get rid of it. So, we thought that it would be great fun to bring this out by riding on the image of a popular culture icon (Agent Double O Seven), and inserting a body odour situation into one of his undercover missions.”

    With over three million views in just a week, the film continues to gain popularity among the digital audience and drive conversations around the campaign #CoveringUpFails. The three-week long campaign engages consumers around topics of body odour, deodorants, and the epic fail of Agent Double O Seven. Moreover, the story of the Agent is being promoted with quirky posters across social media as the spy’s latest film release. It’s a campaign for men who look for solutions, for men who like to be in control, and for men who don’t take shortcuts, especially when it comes to body odour.

  • #CoveringUpFails, Nivea Men confident

    #CoveringUpFails, Nivea Men confident

    MUMBAI: Nivea Men started its new campaign #CoveringUpFails with a humorous take on a spy’s undercover mission, to highlight the importance of solving the problem of body odour instead of just covering it up.

    In a category that’s cluttered with tales of the superficial strength of fragrances, Nivea Men continues to challenge norms and differentiate itself as an actual solution provider. The campaign hits on the problem of failing deodorants and the resulting emergence of body odour during the day. And in turn, establishes the product – Nivea Men body deodorizer as the real solution to the problem.

    Targeting men’s habit of relying on quick fixes and shortcuts to take care of all of their problems, including that of body odour, the campaign brings alive the reality of these ‘failing cover ups’. It also aims to educate men on the importance of solving issues at the root by not depending on deodorants, as they only cover up body odour.

    Nivea India marketing director Sunil Gadgil said, “The Indian consumers’ attitude towards body odour is ‘Not my problem’. The aim of this campaign is to create relevance of body odour for consumers without triggering their defence mechanism of ‘Not for me’. This film is part of a series of films created by Nivea India to seed the practice of ‘Odour control at the source’ aimed at consumers with the habit of spraying a fragrance on their shirt for masking the odour.”

    The objective has been approached by looking through Nivea’s lens of care and asking– Who would require a fail-proof cover the most? The answer – An undercover spy. A man on an extremely important mission, where his identity is of the utmost importance to his success. The culmination of these thoughts, the digital film by DigitasLBi – ‘An Epic Undercover Fail’ urges men to prepare better for every one of life’s important missions – at work, with family, in public, or when with a loved one, as covering up always fails.

    DigitasLBi, India creative director Akshat Bhardwaj said, “We had a powerful proposition in place –ordinary deodorants just cover up body odour and don’t get rid of it. So, we thought that it would be great fun to bring this out by riding on the image of a popular culture icon (Agent Double O Seven), and inserting a body odour situation into one of his undercover missions.”

    With over three million views in just a week, the film continues to gain popularity among the digital audience and drive conversations around the campaign #CoveringUpFails. The three-week long campaign engages consumers around topics of body odour, deodorants, and the epic fail of Agent Double O Seven. Moreover, the story of the Agent is being promoted with quirky posters across social media as the spy’s latest film release. It’s a campaign for men who look for solutions, for men who like to be in control, and for men who don’t take shortcuts, especially when it comes to body odour.

  • DigitasLBi creates global VR experience for OnePlus 3 launch

    DigitasLBi creates global VR experience for OnePlus 3 launch

    Mumbai, June 15, 2016: OnePlus, the global technology start-up, is launching its third flagship smartphone –in virtual space. Behind this creative and break-through use of virtual reality technology is the combined efforts of creative and technology professionals from DigitasLBi.

    ‘The Loop’ is the name of the VR experience that creates a mélange of never ending animations in a virtual space station high above the Earth’s surface. While inside The Loop, users can explore many of the key features of the new OnePlus 3, and even order the smartphone in the virtual world – and then have it delivered to the real one.

    “To create the most realistic and immersive experience possible, we’ve employed a number of innovative, never-before-seen, usages of CGI and 4D technologies, as well as 360° films,” explains DigitasLBi Nordics creative director Rasmus Frandsen. “Together, these create an experience designed to excite the global community of OnePlus fans, as well as tech enthusiasts.”

    “Last year OnePlus held the first-ever product launch in VR. This time with The Loop, we’re taking things a step forward by pushing accessible VR technology to its outer limits,” said OnePlus co-founder and head of global Carl Pei. “It’s going to go down in history as the first global shopping experience in VR!”

    The OnePlus 3 launched on June 14, 2016, and The Loop can be downloaded from Google Play and the App Store. For the first 2.5 hours OnePlus 3 could only be ordered from inside The Loop.

    About the campaign:

    The campaign delivers the world’s first VR looping animation. Using a VR headset, potential customers are welcomed on board the OnePlus office of the future – a spacecraft called The Loop. While on board, visitors receive a tour of the spacecraft and an introduction to the OnePlus 3, as well as the opportunity to purchase the OnePlus 3 directly in the VR experience.

    The solution sets a new standard for VR experiences on smartphones. The campaign creates an interactive and engaging experience through ingenious use of seamlessly looped Hollywood quality CGI 3D stereoscopic visuals. The custom VR playback engine is optimized for low latency, high resolution, high frame-rate mobile VR immersion, making it possible for viewers to enjoy a rich VR experience on a normal smartphone.

    The campaign will run in the US, Europe, India and China.

    The trailer can be seen here:

  • DigitasLBi creates global VR experience for OnePlus 3 launch

    DigitasLBi creates global VR experience for OnePlus 3 launch

    Mumbai, June 15, 2016: OnePlus, the global technology start-up, is launching its third flagship smartphone –in virtual space. Behind this creative and break-through use of virtual reality technology is the combined efforts of creative and technology professionals from DigitasLBi.

    ‘The Loop’ is the name of the VR experience that creates a mélange of never ending animations in a virtual space station high above the Earth’s surface. While inside The Loop, users can explore many of the key features of the new OnePlus 3, and even order the smartphone in the virtual world – and then have it delivered to the real one.

    “To create the most realistic and immersive experience possible, we’ve employed a number of innovative, never-before-seen, usages of CGI and 4D technologies, as well as 360° films,” explains DigitasLBi Nordics creative director Rasmus Frandsen. “Together, these create an experience designed to excite the global community of OnePlus fans, as well as tech enthusiasts.”

    “Last year OnePlus held the first-ever product launch in VR. This time with The Loop, we’re taking things a step forward by pushing accessible VR technology to its outer limits,” said OnePlus co-founder and head of global Carl Pei. “It’s going to go down in history as the first global shopping experience in VR!”

    The OnePlus 3 launched on June 14, 2016, and The Loop can be downloaded from Google Play and the App Store. For the first 2.5 hours OnePlus 3 could only be ordered from inside The Loop.

    About the campaign:

    The campaign delivers the world’s first VR looping animation. Using a VR headset, potential customers are welcomed on board the OnePlus office of the future – a spacecraft called The Loop. While on board, visitors receive a tour of the spacecraft and an introduction to the OnePlus 3, as well as the opportunity to purchase the OnePlus 3 directly in the VR experience.

    The solution sets a new standard for VR experiences on smartphones. The campaign creates an interactive and engaging experience through ingenious use of seamlessly looped Hollywood quality CGI 3D stereoscopic visuals. The custom VR playback engine is optimized for low latency, high resolution, high frame-rate mobile VR immersion, making it possible for viewers to enjoy a rich VR experience on a normal smartphone.

    The campaign will run in the US, Europe, India and China.

    The trailer can be seen here:

  • Adobe and Publicis Groupe team up to deliver a global marketing platform

    Adobe and Publicis Groupe team up to deliver a global marketing platform

    MUMBAI: Publicis Groupe and Adobe have announced a strategic partnership to deliver the Publicis Groupe Always-On Platform, the first end-to-end marketing management platform from Publicis Groupe that automates and connects all components of a client’s marketing efforts.

     

    The platform will standardise on Adobe Marketing Cloud, and all agencies across Publicis Groupe will be able to create engaging content, access marketing intelligence, identify and build audience segments, deliver campaigns, and track and measure marketing performance through a unified technology and data structure.

     

    It will be anchored in VivaKi as an open framework so that every agency can deploy and brand it uniquely for use.  Agencies currently slated to access the system include BBH, DigitasLBi, Leo Burnett, MSLGROUP, Publicis Worldwide, Razorfish, Rosetta, Saatchi & Saatchi, Starcom MediaVest Group, VivaKi and ZenithOptimedia.

     

    The collaboration is expected to drive growth across the two companies, and accelerate Publicis Groupe’s goal to make combined digital and emerging market revenue 75 per cent of its multi-billion dollar business by 2018.

     

    “Adobe and Publicis Groupe are a powerful combination and we have been delivering marketing innovation together for more than two decades,” said Adobe president and CEO Shantanu Narayen. “The massive scale of agency services across the Publicis networks, coupled with Adobe’s unique leadership in digital marketing solutions, will enable Publicis clients to develop best-in-class digital marketing capabilities that drive growth.”

     

    “By embarking on this journey with Adobe, a powerhouse in creative and marketing solutions, Publicis Groupe will be the first agency holding company to offer clients an integrated set of digital marketing solutions across all key marketing and creative agencies” said Publicis Groupe chairman and CEO Maurice Levy. “We are solving a core marketing dilemma for our Clients by enabling them to more personally interact with their customers and tell relevant, powerful stories at scale, while successfully navigating the complex digital landscape.”

     

    “We are essentially creating a new operating model stitching together multi-agency services, technologies and workflows to the benefit of our clients,” said VivaKi’s chief growth officer Stephan Beringer.  “By converging the forces of marketing technology, data, creativity and strategy, we eliminate silos, optimize delivery and maximize the investments made in ad budgets, talent and consumer engagement.”

     

     The platform is scheduled to provide Publicis Groupe agencies and their clients with four solutions to solve current marketing challenges:

     

    1.      Multi-touch Attribution. The Always-On platform will move the market beyond “last click” attribution by providing options for a multi-touch model that identifies and assigns true value to specific marketing components – online and off line – that help spur customer action. Publicis Groupe agencies will be able to enhance their attribution and planning solutions with Adobe’s Master Marketing Profile and Media Mix Modeling, as well as Adobe Analytics, to measure the most effective touch-points across channels and model investments.

     

    2.      Unparalleled Audience Understanding. Always-On encompasses a data management platform (DMP) which will produce a robust set of customer profiles, segmentations and vertical insights.  VivaKi will also develop a data co-op where clients, and ultimately publishers, can opt in and contribute data in exchange for even richer customer profiles, vertical insights and customer intelligence.  Adobe Audience Manager and Adobe Media Optimizer will drive optimal targeting and cross-channel campaign performance.

     

    3.      Campaign/Marketing Automation.  As screens and devices proliferate, Always-On is expected to automate marketing effort across multiple channels. With the goal of integrating Adobe Campaign with analytics and segmentation tools, the platform will empower Publicis Groupe agencies to drive campaign efficiency and engagement across the full customer journey to reach audiences that matter at the highest moments of receptivity. The automated integration will allow all marketing functions to coordinate efforts by acting on the same data. This includes an agreement across the agencies for cross channel campaign management for search and social buy side optimization through Adobe Media Optimizer.

     

    4.      Content and Experience Management. The digital asset management capability within Adobe Experience Manager is expected to enable teams, wherever they sit inside the network, to easily and effectively create, manage, and control valuable digital assets. From the moment an asset is created to the point of delivery, the platform will enable workgroups to create and manage assets through the entire lifecycle of global branding and multichannel distribution with a single, easily accessible digital repository.

     

     Both Adobe and Publicis Groupe will invest in joint sales and marketing, including retaining a dedicated team of strategists and business development specialists to innovate and bring the platform to market.

  • Publicis strengthens digital with capabilities merger of LBi and Digitas

    MUMBAI: France-based media communications agency network Publicis Groupe will be merging the newly acquired digital agency LBi with its existing digital network Digitas. The merger is an effort towards forming a fully integrated global digital agency network, with digital marketing and technology capabilities at the core.

    The new network will be named DigitasLBi and be led by LBi chief executive Luke Taylor, who has been appointed DigitasLBi global CEO. He will report directly to Publicis Groupe Digital Technology Division CEO Bob Lord. Colin Kinsella will continue in his role as Digitas North America chief executive while Ewen Sturgeon remains LBi, Europe, Middle East and Asia chief executive.

    Along with sister Publicis Groupe digital brands Razorfish and Rosetta, DigitasLBi cements Publicis Groupe‘s ambitions in the area of digital for its clients and the future of the communications sector. Publicis Groupe‘s share of revenue derived from digital operations is now over 35 per cent, enhancing its ability to deliver innovative and best-in-class services to clients.

    DigitasLBi will be a complete digital agency network leveraging the longstanding dominance of Digitas in the USA – where it is the largest digital agency – with LBi‘s strong position in Europe and the leading position enjoyed by both agencies in Asia Pacific. DigitasLBi will comprise 5,700 best-in-class digital and technology experts in 25 countries around the world. DigitasLBi clients include American Express, Coca-Cola, Delta, eBay, L‘Oréal, Johnson & Johnson, Mondelez P&G, Nissan, Sprint and Starbucks.

    Digitas and LBi share strong grounding in digital, including data, direct, social, search and platform delivery. Pooling these skill sets, DigitasLBi‘s service offering will provide clients with unique depth and breadth of expertise across a wide range of digital disciplines, including strategy and analytics, performance marketing, service design, e-commerce, brand strategy, content development, mobile, market research, CRM, search and social media.

    The new digital network‘s “end-to-end” proprietary technology suite will include LBi‘s Audience Engagement Platform as well as Digitas‘ CRM365 Intelligence Platform and award-winning BrandLIVE. The combination of these technologies and surrounding services will allow DigitasLBi to form a uniquely perceptive view of the customer and distribute creative content efficiently across earned, owned and paid media channels, driving marketing effectiveness and delivering better value to brands.

    Publicis Groupe Chairman and CEO Maurice Lévy said, “Advertisers need a truly integrated and global digital network that can anticipate trends, forecast the ‘next‘, while constantly innovating in our ever-changing world. The combination of Digitas and LBi will create the world‘s leading concentration of digital skills and competencies in the world, capable of delivering solutions to all clients, everywhere. The formation of DigitasLBi is an essential landmark. It will certainly be the most competitive, attractive network in the market for both clients and talent.”

    A team of senior LBi, Digitas and Publicis Groupe executives will oversee the merger process under the leadership of Digitas and Razorfish International CEO Stephan Beringer, ensuring flawless delivery of the newly enhanced service offering to clients in every geography.

    Lord said, “One of the key strategic tenets of the combined DigitasLBi offering is the scalable, flexible technology and product suite that will help meet the full spectrum of marketer needs from audience engagement, to sense-and-respond content development and publishing, to real-time relationship marketing. This is an exciting union between two powerful brands, with complementary strengths in product and service that will redefine the role of an agency.”

    Taylor said, “DigitasLBi represents for the first time that insight, content and distribution has been brought together in one agency, providing clients with a truly integrated, best-in-class, global offering.”

    The creation of DigitasLBi will not affect MRY, which will remain a standalone entity under the leadership of founder and Chief Executive Matt Britton. With an enhanced headcount and service offering, MRY will continue to operate as an integrated agency with a social center of gravity.