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  • Kantar launches Global Analytics Practice to fuel business growth

    Kantar launches Global Analytics Practice to fuel business growth

    MUMBAI: Kantar, WPP’s data investment management division, has launched a new global analytics practice that unlocks deeper insights to fuel business growth. Integrating analytical capabilities from across the company, Kantar Analytics Practice will combine the world’s most in-depth understanding of consumers with a deep analytics toolkit developed over four decades of solving the most difficult sales, brand, media and marketing problems. In India, WPP has combined the analytics teams from Kantar and GroupM to form one combined practice.

    Kantar Analytics Practice unifies a global network of over 1500 data scientists, analytics consultants, technologists and data designers from across Kantar. It will encompass existing highly regarded businesses such as MaPS, Analytics Quotient, GroupM’s analytics team in India and connect them with specialist analysts from Kantar’s operating brands in sales, retail and shopper, media, health and public affairs. The new practice integrates Kantar’s unique consumer insights, based on the world’s largest first party data sets, with clients’ own customer data and a broad range of third party sources. By combining behavioural and attitudinal data, the outcome is actionable customer analysis to inform every brand, marketing and sales decision.

    Kantar Analytics Practice offers capabilities across five areas of expertise. Its brand and media ROI helps in maximising value creation from brand and media investments, by balancing short-term sales performance with long-term brand valuation and profitability.

    The customer analytics helps in making the right operational and strategic investment decisions in customer experience and loyalty marketing, to maximise the value of each and every customer relationship. The segmentation and activation helps in targeting the highest potential customers and prospects with personalised content, to drive profitable growth with maximum efficiency. While Innovation Analytics is used for optimising customer-led innovation lifecycle for long-term growth, from spotting new trends before your competitors, to optimising the profitability of your product launches, Retail and Shopper Analytics can be used for maximising the commercial return from investments in sales, retail and e-commerce via optimising decision-making in channel choice, assortment, promotions and pricing.

    Kantar CEO Eric Salama says, “Less than half of advertisers believe they have the right, actionable data. Clients feel data rich but insights poor and impact short. Kantar is unique in having the most complete view of consumers across the entire demand cycle: the way they live, feel, shop, watch and post. Combining our insights with data from across any client’s organisation can unlock deeper insights that fuel growth. “

    GroupM South Asia CEO and WPP India country manager CVL Srinivas mentions, “The new practice addresses the clients’ ask for data driven transformation for better ROI from marketing investments in the digital era. GroupM and Kantar have been working closely together in India, co-creating services for our clients. The launch of the Kantar Analytics practice is another step in this direction and demonstrates the ability of our group to come together to provide enhanced value for clients.”

    To this, Kantar South Asia CEO Preeti Reddy adds, “The practice formalises the connected journey with GroupM in bringing data driven products to the markets like Campaign Watch (for during campaign ROI management) and consulting services on TV audience measurement data. Proprietary assets like SAAS platform Athena (built in India) will offer marketers a predictive and near real time opportunity to add up to 20 per cent improvement in ROI from marketing investments including those in e-commerce. And, in Sunder Muthuraman, who will take over as CEO APAC and global chief client officer, we have a great leader for the practice.”

  • GroupM report forecasts global online media time spent to overtake TV in 2018

    GroupM report forecasts global online media time spent to overtake TV in 2018

    MUMBAI: For the first time ever, time spent on online media will overtake linear TV globally in 2018, according to GroupM’s State of Digital report. The report, which researched consumer media consumption and advertising investment trends worldwide, tabulated consumers’ time spent with each media format along with average time spent with media overall.

    GroupM predicts consumers will spend an average of 9.73 hours with media in 2018, up from 9.68 hours in 2017. Online media will have a 38 per cent share of the total engagement; TV will have a share of 37 per cent.

    The increased inclination for online media will support growth of e-commerce, too. GroupM predicts 15 per cent growth to $2.442 trillion in 2018 from cumulative transactions worth $2.105 trillion in 2017.

    In a scenario wherein the digital revolution is gaining more momentum, Google and Facebook continue to be the key growth drivers. While Google search is critical to clients, YouTube is increasingly important for scaled, ‘premium’ video. Facebook’s success is partly due to the delivery of younger audiences via Instagram.

    While examining programmatic (automated) ad investment trends, the report found 44 per cent of online display investment was transacted programmatically in 2017 versus 31 per cent in 2016. This is expected to rise to 47 per cent in 2018.  Programmatic is smaller for online advertisement trends. From 22 per cent in 2017, it is predicted to rise to 24 per cent this year.

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  • Sameer Singh joins GroupM as South Asia CEO

    Sameer Singh joins GroupM as South Asia CEO

    MUMBAI: Media agency GroupM has appointed Sameer Singh as CEO of its South Asia operations.

    Singh will lead the continued development of GroupM’s data-centric enablement for its agencies as it delivers competitive advantage to clients with digital leadership and content. Based in Delhi, starting in July, he will report to CVL Srinivas who is the country manager at WPP India and Mark Patterson, the CEO of GroupM Asia Pacific.

    Singh joins GroupM from Google India where he was director for sales, responsible for the agency business. He was earlier based at Google’s headquarters in Mountain View, California where he worked on measurement, brand consulting, insights and product solutions.

    CVL Srinivas says, “When planning the leadership succession, we found in Sameer the perfect candidate who could take GroupM South Asia to the next level. We have built a strong enabling environment for our agencies with data centricity, digital leadership and content services. Sameer has a track record of driving change at organisations focused on media, technology, brands and ROI. I look forward to working with Sam who has been a client, a media partner and a friend for many years”.

    Srinivas has been CEO for GroupM South Asia since January 2013. In October 2017, he was given the additional responsibility of Country Manager for WPP India. He will now transition fully to his WPP role.

    Mark Patterson adds, “Sameer is a unique talent and a great business partner with a fantastic track record delivering growth for market-leading world-class businesses across the globe. He now joins another one, and we are excited, proud and pleased to welcome him to GroupM South Asia.”

    Speaking on his appointment Singh mentions, “The India market is transitioning to the next level of media sophistication, with GroupM adroitly navigating this space for their clients, and along with their media partners. I am super excited to join the GroupM team on this wonderful journey, and I look forward to bringing to the table, my experiences built at Google, as a marketer, and while working across emerging and developed markets. I look forward to contributing, and to learning from my colleagues, our clients, and our partners.”

    In a career spanning over 25 years across various geographies including India, China, UK, USA, and the Middle East, Singh, an alumnus of IIM Calcutta, worked across brand management, marketing services, media, forecasting ROI and research, sales and procurement at Gillette, P&G, GSK and Google. Prior to Google, he was VP, Global Media at GSK where he led its global pitch, set up the global media team and embedded digital excellence.

     

  • Glitch launches content division Flux@The Glitch

    Glitch launches content division Flux@The Glitch

    MUMBAI: Digital agency The Glitch, an independent brand under GroupM, has launched Flux@The Glitch, a specialised new-age content division.

    Flux is a content development and production hub that works in a unique structure built for the modern creation needs of brands around the world. Saransh Agarwal is being elevated to lead content strategy and business for Flux and will report to Varun Duggirala, content chief at The Glitch.

    Flux@The Glitch will have two distinct verticals to service the content requirements of clients.

    Creator Lab will be a unique incubator for content creators, brands and platform partners or in short, Tinder for branded content. Content Studio and Hub will focus on the long-term requirements for brands who have an ‘always on’ approach towards content. This can range from micro content, especially for ecommerce models, to long form content that is driven by data and insights.

    Duggirala says, “Over the last 8+ years, we have always relied on a core brand insight driven strategy to build brands across platforms and consumers. It is this very thought process that has helped us create effective branded content as a core part of a brand’s value chain, and we have used that learning to come up with an effective yet fluid system that works for brands, for consumers, for creators and for platforms. The beauty of a fluid model is that it will always be in Flux because the world of content changes every day.”

    GroupM chief strategy officer Tushar Vyas adds, “Flux will be empowering brands by providing powerful meeting point between the consumer and the brand across diverse touchpoints- this brings in a unique layer augmenting GroupM’s capability in consumer insight, planning and activation. Flux will work closely with GroupM Agencies to deliver effective and engaging content solution for our clients across GroupM in India and beyond.”

    The Glitch has been one of the first movers in the Digital Branded Content space and has created successful branded content campaigns across a vast array of clients encompassing FMCG, Entertainment & OTT, Auto amongst other categories.

     

     

  • Glitch launches its new age content division Flux@The Glitch

    Glitch launches its new age content division Flux@The Glitch

    MUMBAI: Glitch, the Digital first creative agency (an independent brand under GroupM), has launched Flux@The Glitch, a specialized new age content division. Flux is a content development and production hub that works in a unique structure built for the modern creation needs of brands around the world. Saransh Agarwal is being elevated to lead content strategy & business for Flux and will report to Varun Duggirala, Content Chief @The Glitch.

    Flux@The Glitch will have two distinct verticals to service the content requirements of clients.

    Creator Lab will be an unique incubator for content creators, brands and platform partners or in short, Tinder for branded content. Content Studio & Hub will focus on the long term requirements for brands who have an ‘always on’ approach towards content. This can range from micro content, especially for ecommerce models, to long form content that is driven by data and insights.

    Speaking on the launch Content chief @The Glitch, Varun Duggirala said,

    “Over the last 8+ years, we have always relied on a core brand insight driven strategy to build brands across platforms and consumers. It is this very thought process that has helped us create effective branded content as a core part of a brand’s value chain, and we have used that learning to come up with an effective yet fluid system that works for brands, for consumers, for creators and for platforms. The beauty of a fluid model is that it will always be in Flux because the world of content changes every day.”

    GroupM, Chief Strategy Officer, Tushar Vyas added,

    “Flux will be empowering brands by providing powerful meeting point between the consumer and the brand across diverse touchpoints- this brings in a unique layer augmenting GroupM’s capability in consumer insight,  planning and activation. Flux will work closely with GroupM Agencies to deliver effective and engaging content solution for our clients across GroupM in India and beyond.”

    Over the last 8+ years The Glitch has been one of the first movers in the Digital Branded Content space and has created successful branded content campaigns across a vast array of clients encompassing FMCG, Entertainment & OTT, Auto amongst other categories.

  • Essence creates COO APAC role, ropes in new VP for client partner

    Essence creates COO APAC role, ropes in new VP for client partner

    MUMBAI: Essence, a global data and measurement-driven agency and part of GroupM, today announced the appointments of Kingshuk Mitra and Monica Bhatia to bolster its APAC leadership team. Earlier this year, Essence announced it had nearly doubled its APAC office count after opening operations in Bengaluru, Jakarta, Melbourne and Mumbai. The company is working towards an explosive regional growth.

    Mitra, former managing director of Maxus Philippines, has been named COO APAC, a newly created position. He has recently transitioned into his new role as Essence’s first COO of APAC, and will help APAC CEO Kyoko Matsushita, and wider regional leadership, to define and achieve the agency’s strategic priorities. He will also partner with client services and wider agency disciplines to ensure the delivery of consistent work quality to Essence clients, and to drive day-to-day operational effectiveness. Mitra will be based out of Essence’s Singapore office and will report to global COO Rich Mooney.

    “Essence has built its success on the back of operational excellence across verticals, which is an integral part of the agency’s DNA,” said Mitra. “The role in itself is very exciting to me, as it involves creating the backbone of the operational structure across various projects. This is pivotal as it brings the various disciplines under one umbrella. I look forward to joining the visionary team at Essence and being part of its ambitious growth plans in APAC.”

    Bhatia has joined as vice president, client partner to lead the Google business in APAC. In her new role, Bhatia will oversee the account across six APAC markets, including its Singapore-based hub. Specifically, she will be accountable for building and nurturing strong, collaborative client relationships across the region and driving account strategy. Bhatia will report into president and global client director Dave Marsey. Bhatia previously served as head of digital at Maxus, where she was charged with building the agency’s digital product proposition across 14 markets in APAC. Additionally, she led regional digital duties for key clients such as L’Oreal, Jetstar and Unicharm. Bhatia will be based out of Singapore and brings a wealth of experience in providing integrated media solutions to companies across FMCG, airlines, banking and food and beverage categories.

    “The media industry is changing so rapidly and in such a dynamic way,” said Bhatia. “It’s exciting to see how we can apply Essence’s data-led solutions to help clients achieve their marketing objectives. I’m excited to work with the best media practitioners in the industry who are committed to making advertising more valuable to the world.”

    “I’m thrilled to have Monica and Kingshuk join Essence. Their extensive leadership experience will further shape our operational excellence and data-driven solutions, both of which have a critical impact on our clients and their consumers,” said Essence global CEO Christian Juhl. “We are grateful for GroupM’s continued support, and appreciate the opportunity to leverage their talent mobility offerings from a cross-agency and geographic standpoint.”

    “Monica and Kingshuk are seasoned marketing leaders with extensive client and operations expertise, deep knowledge of the region as well as strong integrated media experience,” said Matsushita. “With their track record of success as digital leaders, they will be a tremendous asset as we continue to expand our footprint in APAC.”

  • Sports sponsorship in 2017 up by 14%: SportzPower-GroupM report

    Sports sponsorship in 2017 up by 14%: SportzPower-GroupM report

    MUMBAI: SportzPower, in association with GroupM’s sports arm ESP Properties, has released its 2018 report on sports sponsorship in India.

    Ground advertising was up from Rs 6400 crore in 2016 to Rs 7300 crore in 2017. Another GroupM report said that Indian advertising expenditure in 2017 was Rs 61,263 crore out of which 12 per cent was contributed by sports. The year also saw sports other than cricket gain traction. India’s second biggest sport by participation and attendance, football, grew by a considerable 64 per cent. India hosted its first ever FIFA U-17 world cup that became the most attended in the history of the event. Attendance for this football world cup was a record 1,347,133, surpassing China’s 1985 audience of 1,230,976.

    ESP Properties business head Vinit Karnik said, “2017 was truly the ‘big’ year for the business of sports. With PKL emerging as the second-most popular league in India after the Indian Premier League (IPL), and the Indian edition of U-17 football world cup creating history in terms of audience attendance, has given sports sponsorship enjoyed a bull run. As popularity of sports grows in India, sports stars also expand their brand endorsement portfolios. Virat Kohli led brand endorsements with 19 brands and 150+ crore in value, while PV Sindhu leads the non-cricket endorsement space with 11 brands and 30+ crore in value.”

    Despite demonetisation and GST hiccoughs, the sports sector has been able to ride the storm with a steady and positive trajectory. All major sporting leagues managed to bring on board sponsors at a 100 per cent or more incremental value for the title sponsorship.  Specifically, the IPL has emerged as one of the top five most valuable global sports properties in the world.

    Since last year, Indian Super League (ISL) is a 10 team, 18+ week showcase, up from eight teams and 10 weeks in the last season. ISL sponsorship has grown by 22 per cent from the previous year. The report states that the gap between Pro Kabaddi League and IPL TV ratings is narrowing – PKL delivered 1.5 TVR with 312 million reach and IPL delivered 2.7 TVR with 411 million. 

    2017 also saw the birth of five new franchise based leagues – UTT, SBL, SFL, Cue Slam & P1 Power Boating. Brands are interested in emerging sports and 25 per cent increase in franchise fees came from them. Thirty-six new franchises were added across all new and existing leagues.

    SportzPower co-founder Thomas Abraham said, “With the 2017 momentum and the economy also looking up and set to grow at 7.3 per cent in 2018-19, sports is looking at an even bigger year. As the industry anticipates clarity on the structure of club football in India, among the new leagues on the horizon, volleyball seems the most promising. In the media firmament, while new revenue benchmarks are expected from television, it will be traction in the digital arena that provides real pointers to where the industry is going over the next few years.”

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  • Mindshare elevates Ruchi Mathur & Saket Sinha

    Mindshare elevates Ruchi Mathur & Saket Sinha

    MUMBAI: Mindshare, India’s largest media agency, part of GroupM, has announced further organisational restructuring, in order to strengthen its focus on clients within each cluster, drive new capabilities and services, and strengthen operations. 

    The move is intended to help Mindshare not only improve and expand its offerings but also grow its presence in the industry, through a precision-based approach towards customer satisfaction.

    Ruchi Mathur has been instrumental in the growth of Mindshare North and her perseverance has led to the delight of clients, acquisition of several hero projects, and accolades from the industry. She has held pivotal roles leading the entire Mindshare PepsiCo team and collaborating with the larger advertising ecosystem to deliver great innovation for their brands. 

    In her expanded remit as senior vice president of client leadership, Mindshare North and East, Mathur will take on the responsibility of leading an additional region, and will be leading Mindshare North and East. Under her guidance, Mindshare North and East is looking forward to boosting its operational efficiency and delivering greater outcome-based business results for existing and future clients. She will also work closely with promising startups in the region that are exploring newer models of consumer engagement, by bringing together technology, insights and platforms as they grow. Mathur will work with the president of client leadership India Amin Lakhani.

    Saket Sinha will work with Mindshare South Asia CEO Prasanth Kumar and lead m/Six India as senior vice president of client leadership, focusing exclusively on growing and leading the brand. Under Sinha’s leadership m/Six in the last one year has acquired key clients across a variety of consumer product categories. M/Six today has offices in three zones – west, south and north.

    Speaking on this development, Kumar says, “Ruchi and Saket are both dynamic leaders with strong networks in the market, as well as with consumers and clients. We are very excited with the opportunities across the landscape and we are sure that the army of leadership we have in the organisation will produce great results to our clients and therefore a successful journey for us.”

  • Shekhar Banerjee moves to Wavemaker India as managing partner

    Shekhar Banerjee moves to Wavemaker India as managing partner

    MUMBAI: Shekhar Banerjee, the erstwhile COO at Madison Media, has joined Wavemaker India as managing partner with immediate effect. 

    Banerjee will be filling the vacant chair of Anand Chakravarthy, who was appointed as the managing director of Essence India. 

    At Wavemaker, Banerjee will report to Wavemaker India MD Kartik Sharma. 

    Banerjee had joined Madison in 2004 as COO and handled key accounts such as Asian Paints, ITC and Marico. 

    Last year, GroupM Wakemaker was created from the merger of Maxus and MEC. The agency is number two in India in terms of size and has over 700 employees with a service portfolio of clients including FMCG giant ITC and L’Oréal.

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  • Mofam launches fund for in-film advertising

    Mofam launches fund for in-film advertising

    MUMBAI: In-film advertising is rapidly becoming a great place for brands to collaborate with movies. To optimise the equation of expense, integration and impact, Mofam, a financial services company has launched ‘Bfund’, a fund partner to consumer brands to convert their recurring expense for in-movie product placements into a returnable investment.

    Brands currently incur an expense per movie to tacitly make their brand visible. Bfund takes funds from brands only in the first year, and rotates it multiple times over a five-year tenure and returns the same with accumulated NAV at the end of the fund life.

    Started by marketing, media and procurement veteran Raja Peter and career investment management professional and ex-head of private equity at Essel Finance, Sumit Mody, Bfund is a scalable solution by Mofam that helps identify movie projects, brand slots within scripts and creative leverage in feature films across the industry.

    Peter says, “Marketers the world over look to maximise brand awareness at the lowest cost; Bfund is that vehicle for cinema in India. Bfund will work closely with brands to ensure a brand is ensconced within a choice of movies and genres. Our initiative will help deliver deeper brand integration across multiple movies at significantly lower CPM in this critical medium of popular culture.”

    To take this unique fund to the India advertising market, Bfund is collaborating with GroupM’s Mindshare, India’s largest media and marketing investment agency. Through this alliance, Mindshare clients will get a first-mover advantage in access to product placement in theatrical releases at a lower cost. 

    “Product placement in theatrical releases represents an increasingly valuable way for brands to reach targeted consumers,” adds WPP India and CEO GroupM South Asia country manager CVL Srinivas. “By creating a mechanism for marketers to collaborate with film producers at early development stages in filmmaking, innovative and impactful brand integrations can be conceived and developed.”

    Adding his thoughts on the alliance, Mindshare South Asia CEO Prasanth Kumar mentions, “Cinema is a uniquely immersive medium and represents an opportunity for a brand to get noticed with undivided attention. We are excited to deliver to our clients a real competitive advantage in this medium.”

    Bfund is targeting a fund size of Rs 120 crore for Bollywood movies and another Rs 80 crore for Tollywood movies. It expects to start deployment from both funds by next quarter and will primarily look at star-rated projects. Investment size can be up to Rs 20 crore per project.