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Tag: FCB Worldwide

  • Goafest 2016: Believe in instricts and data to keep up with change, feels Carter Murray

    Goafest 2016: Believe in instricts and data to keep up with change, feels Carter Murray

    GOA: “Around 90 per cent of the internet traffic will soon be video based. Quoting figures from Google US, he said there are 60 trillion web addresses in the world with 4 million applications with 3 billion web searches per day.

    Kick-starting the second session of the last day at Goafest, FCB worldwide CEO Carter Murray spoke on surviving and thriving in the times of intense change, replete with case studies and insights.

    The 40 year old CEO said Murray pointed out that 15 per cent of the searches are never seen before. “This means that there are 450 million searches every-day for something that’s never been asked before. If there is a 0.5 second delay on a Google search, there is a 20 per cent drop in traffic. While on Amazon, a 0.1 second delay will cause a 1 per cent drop in sales.”

    Speaking about what is happening at Silicon Valley and listening to some speakers at forums, clients and agencies, he said “We have to start being aware of fake prophets. You have to trust your own instincts. You should take what’s going on around the world and add it it to what you know. You don’t have to start fresh,” he noted.

    He started his talk with the cryptic example on the difference between ‘being involved’ and ‘being committed’. “Take for example a bacon-and-egg breakfast. Chicken is involved and bacon is committed. What we put in and how it comes out has changed.”

    He said marketers use only 6 per cent of data for decisions. “Data is waiting for its Scorsese. When are we going to use data to improve creative product not just improve sales?”

    With agencies and marketers trying to be ‘different’ in a changing and challenging environment, he said, “Different doesn’t always have value – better does. Steve Jobs did not invent the telephone; he made it ‘better’.”

    The CEO divided work into three buckets: Hero, Hub and Help. He explained the model in which Hero stands for what you want to say wrapped up in an emotional story which is memorable and invites further participation. Hub symbolizes a platform which is updated regularly or a social profile worth returning to. Help stands for what your target market are searching for.

    Explaining this model, he cited examples of a few brands like Hero, Nivea and Valspar Paint which amused the audience.

    He stressed on how important talent is when it comes to surviving and thriving. “This is an exciting time focus. Never think that an idea or brief is finished. You always learn and evolve. If you make a mistake, stand-up, and apologize. Do not try to hide it. Identify your micro-moments, deliver on needs in the moment and measure and optimize to connect the dots”.

    Change is happening but instead of freaking out and trying to incorporate every change, the marketing community needs to believe in their instincts and data, he stressed.

  • Goafest 2016: Believe in instricts and data to keep up with change, feels Carter Murray

    Goafest 2016: Believe in instricts and data to keep up with change, feels Carter Murray

    GOA: “Around 90 per cent of the internet traffic will soon be video based. Quoting figures from Google US, he said there are 60 trillion web addresses in the world with 4 million applications with 3 billion web searches per day.

    Kick-starting the second session of the last day at Goafest, FCB worldwide CEO Carter Murray spoke on surviving and thriving in the times of intense change, replete with case studies and insights.

    The 40 year old CEO said Murray pointed out that 15 per cent of the searches are never seen before. “This means that there are 450 million searches every-day for something that’s never been asked before. If there is a 0.5 second delay on a Google search, there is a 20 per cent drop in traffic. While on Amazon, a 0.1 second delay will cause a 1 per cent drop in sales.”

    Speaking about what is happening at Silicon Valley and listening to some speakers at forums, clients and agencies, he said “We have to start being aware of fake prophets. You have to trust your own instincts. You should take what’s going on around the world and add it it to what you know. You don’t have to start fresh,” he noted.

    He started his talk with the cryptic example on the difference between ‘being involved’ and ‘being committed’. “Take for example a bacon-and-egg breakfast. Chicken is involved and bacon is committed. What we put in and how it comes out has changed.”

    He said marketers use only 6 per cent of data for decisions. “Data is waiting for its Scorsese. When are we going to use data to improve creative product not just improve sales?”

    With agencies and marketers trying to be ‘different’ in a changing and challenging environment, he said, “Different doesn’t always have value – better does. Steve Jobs did not invent the telephone; he made it ‘better’.”

    The CEO divided work into three buckets: Hero, Hub and Help. He explained the model in which Hero stands for what you want to say wrapped up in an emotional story which is memorable and invites further participation. Hub symbolizes a platform which is updated regularly or a social profile worth returning to. Help stands for what your target market are searching for.

    Explaining this model, he cited examples of a few brands like Hero, Nivea and Valspar Paint which amused the audience.

    He stressed on how important talent is when it comes to surviving and thriving. “This is an exciting time focus. Never think that an idea or brief is finished. You always learn and evolve. If you make a mistake, stand-up, and apologize. Do not try to hide it. Identify your micro-moments, deliver on needs in the moment and measure and optimize to connect the dots”.

    Change is happening but instead of freaking out and trying to incorporate every change, the marketing community needs to believe in their instincts and data, he stressed.

  • Nagesh Alai, Sandeep Seth, Richard Murphy to head APAC Effie Awards 2016 jury

    Nagesh Alai, Sandeep Seth, Richard Murphy to head APAC Effie Awards 2016 jury

    MUMBAI: The Asia Pacific Effie Awards has named three more heads of Jury for the 2016 Awards in FCB Worldwide vice chairman – global Nagesh Alai, SK-II global brand director Sandeep Seth and McDonalds CVP digital, growth & foundation markets Richard Murphy .

     

    Alai has been part of the APAC Effie Jury for the past two years and is currently a member of the APAC Effie Committee. A key force behind the Group’s sound fundamentals & success, he has been with FCBUlka Group for 25 years now. Between 2006 and 2011, FCB Worldwide handed over to Alai the finance and operational responsibilities of Asia Pacific & Africa region and prior to his recent assignment, he was group chairman of FCBUlka Group in India.

     

    He is also actively involved with the industry having been the president of Advertising Agencies Association of India (AAAI) from 2010 to 2012. He currently serves as an executive member of the Confederation of Asian Advertising Agency Associations (CAAAA), various committees of the Confederation of Indian Industry (CII) and Advertising Standards Council of India (ASCI).

     

    Alai said, “Advertising is all about creating awareness about a brand and triggering a behavioural change in the consumer. Effies platform recognises this truism. Hence, it’s an honour to be associated with APAC Effies it as a Head of Jury and help in selecting the best of the best advertising in the region.”

     

    Seth has almost two decades of marketing experience across nine countries in APAC and Greater China, and a deep expertise in the Beauty and Prestige industry. He currently heads SK-II’s global marketing and commercial operations. He is also leading P&G Asia’s marketing talent rejuvenation movement.

     

    “I feel extremely honoured to be on a Head of Jury for APAC Effie. Brands and advertising is a huge passion area. We are in a new era of advertising as the digital revolution has completely transformed how brands and consumers interact. It is an exciting time and I am looking forward to be inspired by the great work that everyone has been leading in the industry,” Seth said.

     

    Murphy, with a brief to drive digital transformation at a market level, covers some 90+ countries across the globe and includes setting and aligning the agenda for digital, ensuring that markets are clear about the expectations the business has of them and to help drive a modern approach with customers.

     

    “I am delighted to be invited as a Head of Jury for APAC Effie. Effectiveness is the core of the advertising business and what we strive to achieve. I’m glad to play a part in Effies in championing marketing effectiveness and am excited to see the great works from the region,” Murphy added.

     

    This completes the Heads of Jury line-up for the 2016 Awards.

     

    Awards chairman Cheuk Chiang said, “I’m absolutely convinced that with such a distinguished and experienced group of practitioners, the Effies in APAC will redefine and set new standards for effectiveness. It comes at a time when marketers want greater accountability and stronger results but fail to do this consistently. Inspiration will come from the best and most effective work that has been interrogated, scrutinised, evaluated and judged by the best in the business. There will be something to learn for all of us and it’s truly an honour to be working alongside such a distinguished and experienced group of thought leaders.”

     

    Finalists will be announced in March 2016, with the Awards Gala set to take place in Singapore end April 2016.

  • Nagesh Alai, Sandeep Seth, Richard Murphy to head APAC Effie Awards 2016 jury

    Nagesh Alai, Sandeep Seth, Richard Murphy to head APAC Effie Awards 2016 jury

    MUMBAI: The Asia Pacific Effie Awards has named three more heads of Jury for the 2016 Awards in FCB Worldwide vice chairman – global Nagesh Alai, SK-II global brand director Sandeep Seth and McDonalds CVP digital, growth & foundation markets Richard Murphy .

     

    Alai has been part of the APAC Effie Jury for the past two years and is currently a member of the APAC Effie Committee. A key force behind the Group’s sound fundamentals & success, he has been with FCBUlka Group for 25 years now. Between 2006 and 2011, FCB Worldwide handed over to Alai the finance and operational responsibilities of Asia Pacific & Africa region and prior to his recent assignment, he was group chairman of FCBUlka Group in India.

     

    He is also actively involved with the industry having been the president of Advertising Agencies Association of India (AAAI) from 2010 to 2012. He currently serves as an executive member of the Confederation of Asian Advertising Agency Associations (CAAAA), various committees of the Confederation of Indian Industry (CII) and Advertising Standards Council of India (ASCI).

     

    Alai said, “Advertising is all about creating awareness about a brand and triggering a behavioural change in the consumer. Effies platform recognises this truism. Hence, it’s an honour to be associated with APAC Effies it as a Head of Jury and help in selecting the best of the best advertising in the region.”

     

    Seth has almost two decades of marketing experience across nine countries in APAC and Greater China, and a deep expertise in the Beauty and Prestige industry. He currently heads SK-II’s global marketing and commercial operations. He is also leading P&G Asia’s marketing talent rejuvenation movement.

     

    “I feel extremely honoured to be on a Head of Jury for APAC Effie. Brands and advertising is a huge passion area. We are in a new era of advertising as the digital revolution has completely transformed how brands and consumers interact. It is an exciting time and I am looking forward to be inspired by the great work that everyone has been leading in the industry,” Seth said.

     

    Murphy, with a brief to drive digital transformation at a market level, covers some 90+ countries across the globe and includes setting and aligning the agenda for digital, ensuring that markets are clear about the expectations the business has of them and to help drive a modern approach with customers.

     

    “I am delighted to be invited as a Head of Jury for APAC Effie. Effectiveness is the core of the advertising business and what we strive to achieve. I’m glad to play a part in Effies in championing marketing effectiveness and am excited to see the great works from the region,” Murphy added.

     

    This completes the Heads of Jury line-up for the 2016 Awards.

     

    Awards chairman Cheuk Chiang said, “I’m absolutely convinced that with such a distinguished and experienced group of practitioners, the Effies in APAC will redefine and set new standards for effectiveness. It comes at a time when marketers want greater accountability and stronger results but fail to do this consistently. Inspiration will come from the best and most effective work that has been interrogated, scrutinised, evaluated and judged by the best in the business. There will be something to learn for all of us and it’s truly an honour to be working alongside such a distinguished and experienced group of thought leaders.”

     

    Finalists will be announced in March 2016, with the Awards Gala set to take place in Singapore end April 2016.

  • Susan Credle to join FCB Worldwide as global chief creative officer

    Susan Credle to join FCB Worldwide as global chief creative officer

    MUMBAI: FCB Worldwide has appointed Susan Credle as global chief creative officer.

     

    FCB Worldwide CEO Carter Murray and Jonathan Harries, who have served as FCB’s global chief creative officer since 2006, jointly began a search for Harries’ successor a year ago.

     

    “The moment we met Susan, we both felt that she would be the perfect creative leader, given our ambition of being a true creative/business partner to our clients to help change consumers’ behavior. Susan is joining a group of talented creative people and her wealth of experience, perspective and leadership style will make us all that much better,” said Murray.

     

    Harries will become chairman of the network and continue to inspire and counsel. “There is no one who has worked harder and cares more. The chairman title and role, at its best, should be held by someone with stature who commands respect in a company. I can think of no one who deserves that title more,” said Murray.

     

    Credle was most recently chief creative officer at Leo Burnett USA based in Chicago. She joined in 2009 and is credited with spearheading a creative renaissance, creating a collaborative culture, shoring up existing clients and attracting new marketers to the fold. Allstate’s “Mayhem” campaign and P&G’s anti-bullying initiative “Mean Stinks” for Secret are among her acclaimed efforts.

     

    Credle started her career at BBDO New York after graduating. She served as a copywriter and a creative director before ultimately being appointed EVP, executive creative director. During her 24-year tenure at BBDO, she reinvented the iconic M&M’s characters, helped turn Cingular Wireless from a small challenger brand into a category leader, and created award-winning work for clients including Bank of America, FedEx, Gillette, Lowe’s, PepsiCo, Pizza Hut and Visa.

     

    Credle, who will be one of nine jurors charged with bestowing the inaugural Glass Lion at Cannes this year, applauded Murray for his unyielding dedication to finding an unfair share of the best-and-brightest talent.

     

    “I believe what we do in the advertising industry makes a difference. And, I have learned that for us to make a difference, three elements must be present. People, place and purpose. These are the three reasons I am now joining FCB as part of the global leadership team. I respect legacy brands and that includes agencies. In March of 2014, FCB reclaimed its name. It’s a name that has a rich history of creating compelling work that has moved the industry forward. Today, FCB has the ambition and the scale to do this again,” said Credle.

     

    Credle is passionate about how combining art and commerce can make an undeniable difference in the industry and the world. “The challenge of doing so globally is irresistible,” she said.