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Tag: GroupM

  • Smart packaging, relevant marketing among key factors behind Pro Kabaddi League’s success

    Smart packaging, relevant marketing among key factors behind Pro Kabaddi League’s success

    MUMBAI: A game that was played in the inert Indian villages amidst mud and puddle garnered reach beyond expectations when telecast on television because of the way it was packaged. Quality non-reflecting mats replaced mud and puddle as the outdoor game was hosted in premier indoor stadiums and in turn offered fans a great viewing experience courtesy the Pro Kabbadi League (PKL), which was launched last year.

     

    Kabaddi being a native sports always had space in the heart of people and hence when clubbed with quality packaging succeeded to make an impact instantaneously in viewers’ mind. Moreover, the organizers in association with federations twisted and turned the rules of the sport to rope in more opportunities of monetization.

     

    To add to that, the who’s who of Bollywood were spotted cheering for their favourite team during Kabaddi matches in the first edition, which also drove their fan base into the sport. In the second edition, every game will start with a renowned dignitary singing the national anthem, the tournament kick started with Amitabh Bachchan singing Jana Gana Mana.

     

    To cut a long story short, no stones have been left unturned to popularize and market the game to the viewers.

     

    After detailed analysis, GroupM’s specialist business wing – GroupM ESP (Entertainment and Sports Partnerships) in association with IIM Ahmedabad released the key factors, which orchestrated the success story of Star Sports’ Pro Kabaddi League. In its debut year, PKL garnered a cumulative reach of 435 million. What’s more, in its second season, which is currently underway, Star and Mashal Sports expect it to be bigger and better.

     

    Fan Acceptability of League: Kabaddi as a sport didn’t enjoy the huge native fan base to start with but a high decibel marketing campaign ensured relevance and the media push built hype to ensure viewer interest. Top notch game quality, best-in-the world talent pool & crisp program packaging made the league ‘likable’ amongst the audience, finds the research.

     

    Choice of Sports: Choosing Kabaddi as the sport was a bold decision to start with considering player popularity being low in the country. But at the same time, Indian Kabaddi contingent has been immensely successful at the global stage over the years ensuring early survival of the league.

     

    Game Format & Scheduling: Instead of aping the successful home and away format of the Indian Premier League (IPL), PKL went for a caravan format keeping the league short and crisp ensuring the league getting over before the initial hype died down.

     

    Players: Being an indigenous sport, although the players aren’t well known names amongst the audience; the quality of talent pool participating in PKL has been the best in the world.

     

    Design of The League: In the first season, the right holders managed to keep the expenses from central as well as team perspective under check beautifully making the league commercially viable and ensuring deep pockets for the team to spend on players. This in turn ensured level playing field between the eight teams making the league competitive right till the end and exhilarating for the audience.

     

    Team Location: City based franchise enabled association with fans of that particular region resulting in captive fan base.

     

    Fan Experience:

     

    .   Kabaddi as a sport doesn’t demand major infrastructure making it easy to host the matches in equipped auditoriums/multipurpose stadiums. This makes the on-ground fan experience memorable.

    .   Seek on-air production and packaging with informative commentary in regional languages helps build greater audience connect.  

    .   Live streaming on Hotstar will add to the on the go audience.

     

    League Federation Relationship: Pro Kabaddi League is a privately owned league, which is controlled and run by the league and the franchise owners bringing in accountability and professionalism. However, the league is sanctioned by international and national sports federation allowing the best talent in the world to participate.

     

    Celebrity Involvement:  High profile celebrity owners ensuring stickiness to the sport. Celebrity owners also cashed in on their existing audience to build initial loyalty. Broadcaster capitalized on marquee sports properties by introducing Salman Khan and continuously associating with him and his movie Bajraangi Bhaijaan to build the buzz. Additionally, getting icons like Amitabh Bachchan to voice “Le Panga” anthem added to the celebrity fervor.

     

    GroupM ESP sports and live events national director Vinit Karnik said, “Pro-Kabaddi League is a fine example of how a nation that is largely cricket-hungry can have its fair share of adulation, growth and success in a short span of time. It is heartening and optimistic for the business and growth of a sporting economy like ours. As a front-runner in the business of sports, ESP through this initiative listed all possible parameters that has made Pro-Kabaddi League a success. These findings are backed by the IIM-A and GroupM ESP report, a comprehensive paper that examines identifying factors for successful sporting leagues.”

  • MediaCom appoints Hariharan Vishwanathan as head – South

    MediaCom appoints Hariharan Vishwanathan as head – South

    MUMBAI: MediaCom has named Hariharan Vishwanathan as head – South.

     

    Vishwanathan joins from GroupM, where he was part of the CTG team. He takes over from Sriram Sharma, who was recently appointed as Mindshare leader – South.

     

    Vishwanathan will report to MediaCom India COO Rathi Gangappa.

     

    MediaCom India managing director Debraj Tripathy said, “We are happy to have someone with Vishi’s experience and caliber on board. Our business in the South has seen fantastic growth in the last few years under Sriram’s leadership. I am confident Vishi will bring renewed energy and focus to our business. I wish Sriram all the best in his new role.”

     

    Vishwanathan added, “I am excited to join MediaCom and I look forward to learning and applying their systems thinking approach. Working across agencies and functions in GroupM has been an enriching experience and I am happy that I will continue to do just that at MediaCom.”

  • GroupM acquires majority stake in Turkey’s directComm

    GroupM acquires majority stake in Turkey’s directComm

    MUMBAI: WPP’s GroupM has acquired a majority stake in directComm Marketing Group, a leading provider of integrated direct marketing services in Turkey.

     

    directComm specialises in digital marketing, customer relationship management, events and social media. Clients include Turk Telekom, Siemens and Sony Mobile. Founded in 2000 and based in Istanbul, directComm employs around 70 people. 

     

    Unaudited revenues for the year ended 31 December, 2014 were approximately $6.5 million, with gross assets at the same date of approximately $3.2 million.

     

    This acquisition continues WPP’s strategy of investing in fast growing and important markets and sectors and strengthening its digital capabilities. WPP’s digital revenues were $6.9 billion in 2014, representing 36 per cent of the Group’s total revenues of $ 19 billion. WPP has set a target of 40-45 per cent of revenue to be derived from digital in the next five years. 

     

    Turkey is one of the Next 11 growth economies where WPP companies (including associates) generate revenues of over $1 billion and employ over 10,000 people. In Turkey itself, WPP companies (including associates) generate revenues of around $120 million and employ approximately 1,300 people.

  • Livspace hops on as design partner for Great Online Home Festival

    Livspace hops on as design partner for Great Online Home Festival

    MUMBAI: Livspace has come on board as the exclusive design partner for the Great Online Home festival (GOHF), an initiative of GroupM. The festival is presented by Magicbricks and powered by Google.

     

    As the design partner for GOHF, Livspace will offer interior design to new homes listed on GOHF platform as well as existing homeowners. GOHF will bring together the best home deals in India including real estate, home decor and home care. The nine day festival began on 18 July.

     

    Livspace will offer exclusive deals on complete home design service, as well as modular kitchens and wardrobes. The focus will be on making good home design accessible to the Indian homeowner, while making the interior design process fun, simple and exponentially less time-consuming. As a homeowner, you can also get all your design queries answered, by joining Livspace interior designers on Google Hangouts everyday between 7 – 8 pm from 18 – 27 July.

     

    Livspace has also launched its new mobile app for Android users, with an iOS version to follow soon. The app allows users to discover thousands of new shop-able looks on mobile. In the coming week, app users will also be able to chat with their designer in-app.

     

    Livspace CEO and co-founder Anuj Srivastava said, “We are thrilled to be featured as the exclusive design partner for the Great Online Home Festival, a one of its kind event which is reflective of the rising trend of the home market moving online quickly. Millions of users will experience online end-to-end home design for all their rooms, kitchens and wardrobes, like never before. Inspired by the fact that over 50% of our traffic comes from the phone, we are also excited to announce the launch of our mobile app for Android, with iOS soon to follow. With the innovative Livspace app, you can discover, save and share thousands of looks for your home on the go.”

  • WPP signs landmark lease for Shanghai Campus

    WPP signs landmark lease for Shanghai Campus

    MUMBAI: Martin Sorrell led communications services group WPP has signed a landmark agreement with Nan Fung Group and B.M. Group to lease 20 floors and 41,000 sqm at 399 Heng Feng Road, Shanghai, representing one of the largest office leasing deals ever signed within the city’s central business district areas.

     

    The new building will house the WPP Shanghai Campus, one of the most ambitious co-location efforts ever undertaken by WPP. The WPP Shanghai Campus will bring together 26 WPP companies and more than 3,000 people, currently spread across 10 locations.

     

    WPP companies to be relocated include Blue Hive, GroupM, Hill+Knowllton Strategies, Millward Brown, J. Walter Thompson, Ogilvy & Mather, Sudler & Hennessey, and TNS. Move-in is expected to commence at the end of 2015. The office space housing the WPP Shanghai Campus is expected to gain LEED Gold certification.

     

    “China is now WPP’s third largest market, and our commitment to China is deeper than ever. We are proud to support the development of the city of Shanghai and provide our people with the best facilities,” said Sorrell.

     

    In Greater China, WPP companies (including associates) have revenue of $1.5 billion and employ 15,000 people. “One of WPP’s key objectives is horizontality – promoting cooperation across our group companies to improve outcomes for our clients — and bringing our people in Shanghai into this location is an important step towards this goal,” Sorrell added.

     

    399 Heng Feng Road is part of a massive three-stage redevelopment project in the Zhabei District, slated to include a 110,000 sqm shopping mall, six office towers, two luxury boutique hotels, and luxury residential sections and estimated for completion in 2017.

     

    “The Nan Fung Group is delighted that WPP has chosen our project as their campus in East China. Their decision illustrates the increasing attractiveness of the Zhabei District to the international business sector. We regard WPP as a long term partner and we look forward to further working with them throughout the region. We will strive to provide to WPP, as well as other tenants excellent service. Taking this opportunity, on behalf of Nan Fung Group and B.M. Group, our joint venture partner, I would like to thank the officials in the Zhabei District for their strong support in making this project a success,” said Nan Fung group CEO Antony Leung.

  • FX join hands with Uber to promote ‘Empire’

    FX join hands with Uber to promote ‘Empire’

    MUMBAI: Taking the edge of entertainment to a whole new level, FX has launched the 2015 television hit Empire on Indian television. 

     

    To celebrate the launch of this addictive drama, the channel has joined hands with personal cab service, Uber, to bring consumers an exclusive chance to ride like an Empire kingpin.

     

    With an aim to bring show fans a real-time feel of the series, FX and Uber are giving away an exhilarating ride in a super car. All viewers have to do is catch the show when it airs on FX every Monday to Friday at 10 pm. 

     

    During the airing of the episode, a special code will appear on TV screens. Viewers need to spot this code and enter it in the app to unlock a hidden ‘UberEmpire’ Tab. 

     

    Select lucky winners would win a ride in true Empire style in an uber glam super car free of cost. Spanning across two cities, Mumbai and Bangalore, the activity is live now. FX and Uber shall also promote this activity on their Twitter platforms.

     

    Further strengthening the show’s proposition, FX set-up a unique on-ground activation to engage viewers and bring them the true feel of the show. The channel associated with 10 media agencies including the likes of Lintas, Madison, GroupM across three cities. 

     

    With show branding in key areas at the agency offices, employees were further engaged with a contest activity. Participants had to get themselves clicked in quirky show related props at the photo-booth set up in-house. Winners picked through a lucky draw, got an opportunity to ride the high life in a Limousine.

     

    The channel also gave the audience a taste of the Billboard chart topping music before launch, with the songs playing on radio stations across Mumbai and Delhi. Taking a step further, FX has augmented Empire’s strong music connect and grabbed audience eyeballs through a larger than life rotating turntable in the form of an innovative outdoor hoarding at a key hot spot in Mumbai.

  • Mindshare is the number 1 media agency in India: RECMA ratings

    Mindshare is the number 1 media agency in India: RECMA ratings

    MUMBAI: Mindshare has emerged as the number one media agency in India as per RECMA’s latest qualitative assessment for all leading media agencies in India.

     

    Mindshare has scored high on the parameters of client profile, momentum, competitive pitches and resources to emerge as the leading agency in India. Besides its expertise in core traditional media, Mindshare is a full- fledged media solutions agency with expertise across digital, mobile media, data and analytics, branded content and programming. Talents across these verticals are embedded in the network and work closely with core client teams.

     

    Mindshare chairman, emerging markets Ashutosh Srivastava said. “I’m pleased to see this endorsement from RECMA for the agency’s position in India. Mindshare continues to be at the leading edge there – in harnessing data to power more creativity and innovative use of media platforms for marketers, and bringing to life its proposition of adaptive marketing.”

     

    Mindshare Asia Pacific COO Gowthaman Ragothaman added, “I am particularly satisfied with the recognition on structure and vitality. We continuously re-engineer our teams in line with the changing demands from our clients as well as the media and marketing landscape. Our suite of services now reflects a full-fledged marketing communications company.”

     

    Mindshare South Asia CEO Prasanth Kumar stated, “This is a win for each and every member of the Mindshare team. Mindshare has always been the leader in innovation, and we believe it is extremely vital for us to prepare ourselves and our clients for a relevant tomorrow.”

     

    “With our adaptive marketing philosophy, we have ensured our clients have the competitive advantage, and their communication is superlative. We are grateful for their belief in us, to deliver on our common goals of brand building. We are proud of the fact that our clients continue to work with us on initiatives that are continuously pushing the boundaries of media investment and communication, as we successfully redefine the media industry in India,” added Kumar.

     

    The RECMA country qualitative evaluations offer an extensive and up-to-date assessment of the media agencies based on a set of 18 key performance indicators segmented into two main categories: 

    ·       Compitches and Momentum = Vitality

    ·       Structure and Client Profile = Structure

  • GroupM acquires Netherlands’ Greenhouse Group B.V

    GroupM acquires Netherlands’ Greenhouse Group B.V

    MUMBAI: GroupM, the global media investment management group of WPP, has acquired Greenhouse Group in The Netherlands.

    Greenhouse Group provides digital media and marketing services through its four operating companies: Blue Mango Interactive and Fresh Fruit Digital (online marketing agencies), We Are Blossom (social media), and Source Republic (SEO and content marketing).  

    Greenhouse Group was founded in 2007 and employs more than 150 people. Unaudited revenue for the year ended 31 December, 2014 was EUR 10.1 million, with gross assets of EUR 14.1 million as at the same date.  

    The acquisition will further enhance GroupM’s data-driven digital marketing capabilities. Greenhouse Group will operate as a stand-alone business within GroupM and will continue to be led by CEO Marion Koopman and CFO Frank Sanders.

    This investment continues WPP’s strategy of developing its services in fast-growing and important markets and sectors and strengthening its digital capabilities. WPP’s digital revenues were $6.9 billion in 2014, representing 36 per cent of the Group’s total revenues of $19 billion. WPP has set a target of 40-45 per cent of revenue to be derived from digital in the next five years.  

    WPP companies (including associates) in The Netherlands generate revenues of around $300 million.

  • WPP ups stake in TAM analysis software company TechEdge to 49%

    WPP ups stake in TAM analysis software company TechEdge to 49%

    MUMBAI: WPP has increased its stake from 20 per cent to 49 per cent in TechEdge, a supplier of software that enables the analysis of TV audience measurement (TAM) data.

     

    TechEdge licenses a range of software products to broadcasters and media companies, enabling users to analyse, interpret and action respondent level TAM data. For example, broadcasters can review TV audience patterns, whilst media companies use TechEdge’s products to optimise advertising allocation by channel and time of day.

     

    TechEdge was founded in Denmark in 2000 by Andreas Velter (CEO) and Henrik Sahlholt (CTO). MEC, which is a part of WPP’s Data Investment Management division GroupM, invested in the company in 2001.

     

    TechEdge’s unaudited net sales for the year ended 31 December, 2014 were approximately $13.6 million, with gross assets at the same date of approximately $6.3 million.

     

    This investment continues WPP’s strategy of developing its services in fast-growing and important markets and sectors and strengthening its capabilities in digital media. WPP’s digital revenues were $6.9 billion in 2014, representing 36 per cent of the Group’s total revenues of $19 billion. WPP has set a target of 40-45 per cent of revenue to be derived from digital in the next five years.

  • GroupM acquires Chemistry Media in New Zealand

    GroupM acquires Chemistry Media in New Zealand

    MUMBAI: WPP’s wholly owned operating company GroupM has acquired New Zealand based media agency Chemistry Media Ltd.

    Chemistry Media is a media planning and buying agency with operations in Auckland and Wellington. Key clients include Bank of New Zealand, Fonterra, Nestlé, and Restaurant Brands.

    Since 2010, Chemistry has been affiliated with the MediaCom network, and currently trades under the name MediaCom. Following the acquisition, Chemistry will continue to trade as MediaCom. 

    This acquisition marks a further step towards WPP’s declared goal of developing its networks in fast-growth markets and sectors. In the Australia-New Zealand region, WPP companies (including associates) generated revenues of $1.2 billion in 2014, and employ 4,000 people.