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Tag: GroupM

  • Nearly 80% of urban consumers use ecomm portals for online product research: GroupM report

    Nearly 80% of urban consumers use ecomm portals for online product research: GroupM report

    Mumbai: WPP’s GroupM and Wunderman Thompson in partnership with Amazon Ads launched the ‘Content Strategies for the New-age Digital Consumer’ playbook. According to the report, nearly 80 percent of urban internet users in India use ecommerce portals for online product research, and 25 percent of them visit ecommerce portals for product research even for their offline purchases. 350 million Indian consumers are expected to make a purchase online in 2025, as per an MMA-GroupM report, which is a steep jump from 150 million online buyers in 2020.

    The playbook seeks to be a complete guide for building content/ creative communication strategies for the touchpoints in ecommerce networks, with the aim to help marketers and agency professionals in making efficient decisions around revamping their online content strategies. It covers key reasons why brands should have a separate communication strategy for ecommerce touchpoints. It also touches on ideas around content and engagement strategies to efficiently drive visibility and recall with millions of ‘intent’ consumers.

    GroupM South Asia president – growth and transformation Tushar Vyas said, “Brands have aimed to reshape their marketing strategies considering the consumer behaviour transformation that has taken place in the last two years. Before digital started dominating our lives, consumers preferred going to stores to make their purchases; but today, be it any commodity, it’s fascinating to see consumers doing thorough research online and then buying things online or going to stores. Digital Consumers are increasingly spending more time on emerging digital platforms and hence there is a need for a separate communication approach, which is why we’ve come up with this playbook with Amazon Ads and Wunderman Thompson to help marketers build stronger consumer connections.”

    The pandemic saw several long-term lifestyle and consumption changes in the last two years. All these changes, adaptations, and revelations took place with the massive rise of digital convenience. Be it researching, purchasing products or buying services like insurance, digital platforms have now become crucial partners. These ‘Digital consumers’ are more informed, participative, well-employed and more affluent than the average internet users in India. They have diverse interests and an evolved lifestyle and they rely on ecommerce networks for their product research and shopping needs.

    Wunderman Thompson South Asia chief digital officer Manoj Mansukhani said, “We saw an exponential growth of consumers moving to online shopping during Covid-19. The trend only continues to grow as more customers are coming online to shop from Tier 2 and Tier 3 cities. With marketplaces like Amazon becoming the first port of call for product searches, brands need to develop a separate content strategy to help engage with customers on these platforms. The playbook with Amazon Ads and GroupM showcases ideas for brands to help build the right communication strategy with consumers on these platforms.”

    Amazon Ads India director-ad sales Vijay Iyer commented, “Digital Channels are now an inseparable part of our lives and have forever changed why, how, what and where we buy. Ecommerce marketplaces are playing a crucial role in not just aiding, but shaping the brand and product discovery. Marketers have the unique opportunity to build connections with customers through an immersive content experience rather than restricting themselves to “advertising real estate”. This playbook will help marketers and agency professionals get ideas for building customized content marketing strategies for ecommerce touchpoints.”

    The playbook leverages audience intelligence resources to help understand a brand’s TG better through product research/shopping based deterministic affinity signals. It also covers content marketing levers for building integrated experiences and establishes retail readiness with optimal detail pages and innovates with immersive and integrated experiences through Stores.

  • GroupM merges Essence and Mediacom, integrates Mindshare with Neo

    GroupM merges Essence and Mediacom, integrates Mindshare with Neo

    Mumbai: WPP’s media investment group GroupM announced on Wednesday its plans to merge Essence with MediaCom and Mindshare with Neo in its latest steps to transform and further simplify its operations. The moves, which build on the April 2021 launch of Choreograph, WPP’s global data and technology company, will create a new 9,000-strong cross-channel performance platform built on AI technology, it said.

    Additionally, Finecast, Xaxis, and GroupM Services – GroupM’s global community of activation experts – will be brought together to form media performance organisation, GroupM Nexus. Xaxis Global CEO Nicolas Bidon will oversee GroupM Nexus as Global CEO.

    Essence and MediaCom will merge to form EssenceMediacom, a new agency offering fusing the digital and data-driven DNA of Essence with MediaCom’s scaled multichannel audience planning and strategic media expertise.

    MediaCom Global CEO Nick Lawson will lead newly formed EssenceMediacom as Global CEO. Kyoko Matsushita, after eight years at Essence, is promoted to a new role as WPP’s CEO in Japan as the company continues to invest in expanding, high-growth markets.

    Mindshare will complete the integration with global performance agency Neo, wherein both will operate under the Mindshare brand but will retain and scale Neo’s operating model, focused on pureplay performance solutions at its heart, integrating this into Mindshare’s full-funnel offering.

    Neo’s 1,200 digital-first, performance experts and consultants will be integrated with Mindshare’s 10,000 media specialists and Neo’s digital-first services will be fully embedded into Mindshare and GroupM’s offering, stated the agency.

    With this reorganisation, GroupM’s five agency brands will be streamlined into Mindshare, Wavemaker, EssenceMediacom, GroupM Nexus and Choreograph.

    “The future of marketing is outcomes-driven, supported by audience-first planning and continually improving, AI-enabled performance standards,” stated GroupM Global CEO Christian Juhl. “Through GroupM Nexus and our agency powerhouses Mindshare, Wavemaker, and EssenceMediacom we are building a tech-enabled future, side-by-side with our clients, that is accountable to advertisers’ growth goals and to our vision for an advertising ecosystem that works for everyone. I also want to congratulate Kyoko, who has grown and strengthened Essence in her time as Global CEO, on her exciting new role as WPP’s CEO in Japan. We will continue to work closely together to strengthen the position of our agencies across APAC.”

    The merger of Essence and MediaCom builds on a record of strong business growth for both agencies, according to the agency. Comvergence ranked MediaCom first in the industry for new business wins in 2021 with $2.87 billion in new billings attributed to wins, while Essence has continued to grow and expand its remit with Google and other key clients.

    “The formation of EssenceMediacom builds on the strong and proven relationship between the agencies to create the agency model our clients want for the future — one founded on brilliant strategy and brand-building capabilities, with pioneering digital expertise running throughout,” said EssenceMediacom CEO Nick Lawson. “EssenceMediacom will not only help our clients see the bigger picture and reimagine what’s possible; it will also provide opportunities for our people to upskill and train in new areas, further enriching and enhancing their careers.”

    “Today’s global marketers need both agility and scale from their agency partners to properly support their businesses across international markets. Bringing together Essence and MediaCom – each with their own celebrated histories of excellence – will create a truly unique combination of agile innovation and global scale in a single agency,” added Kyoko Matsushita.

    GroupM Nexus will comprise 9,000 practitioners around the world, collectively responsible for the activation of more than two million campaigns managed by GroupM each year. This global community represents the industry’s leading team of experts in digital channels and platforms, search, social, programmatic, AI, cross-channel optimization, and data-driven technologies and software.

    GroupM Nexus unites GroupM’s addressable content and TV, AI technology (Copilot), and omnichannel solutions from Finecast, Xaxis, and GroupM Services into a single unit. The global organisation will be underpinned by a new cross-channel performance platform and international delivery hubs to set new benchmarks for performance innovation and efficiency for GroupM’s agencies and clients.

    “GroupM Nexus unites leading media talent, digital services excellence, cutting-edge AI technology and unique scaled partnerships into a new cross-channel performance organisation with one purpose: power growth for our people, our agencies and the amazing brands they represent. We cannot wait to innovate together and unlock new opportunities for everyone,” said GroupM Nexus CEO Nicolas Bidon.

    “This is a journey we’ve been on for the past year with many clients who have been demanding more diverse media services to drive their growth,” commented Mindshare Global CEO Adam Gerhart. “The merger delivers seamless access to Neo’s digital-first capabilities and a relentless focus on performance models to accelerate Good Growth. For our teams it means more opportunity and the ability to create greater impact across the world. I’m delighted to partner with Neo CEO Nasreen Madhany as we complete the integration of the two businesses and move into a new future together.”

  • Himanshu Shekhar named as cluster CEO of GroupM Thailand, Indonesia & Vietnam

    Himanshu Shekhar named as cluster CEO of GroupM Thailand, Indonesia & Vietnam

    Mumbai: Media investment company GroupM has promoted Himanshu Shekhar to the role of cluster CEO of GroupM Thailand, Indonesia and Vietnam. Shekhar became CEO of GroupM Indonesia in 2019, and in October last year, he took on the additional mantle as CEO of GroupM Vietnam. His remit as CEO of GroupM Indonesia and Vietnam has been expanded to include the burgeoning Thailand market.

    Additionally, the company has appointed Pathamawan Sathaporn as the CEO of GroupM Thailand. She moves on from Mindshare Thailand’s CEO position where she held various leadership roles for over one and a half decades. Pathamawan assumes the portfolio held by Niklas Stalberg who will be leaving the network after a decade of long-standing service. In this role, she will report to cluster CEO Himanshu Shekhar.

    “Both the appointments are with effect from 1 May,” the company said in a statement.

    Having spent two decades within the GroupM network, Shekhar rose through the ranks in Mindshare managing the business in volume-heavy India and Indonesia. He was appointed CEO of Mindshare Southeast Asia from 2014 to 2018. During Shekhar’s tenure at Mindshare, the agency in Indonesia bagged gold at ‘Campaign Asia’s Agency of the Year’ for five years running, while Mindshare Southeast Asia also snagged gold for three consecutive years.

    “The group’s strategy to cluster Thailand, Indonesia and Vietnam under one unified leadership will strengthen market capabilities and network agility,” said Himanshu Shekhar. “Given the breadth and depth of resources across these three important markets, we will be able to further scale our capabilities and solutions to deliver enhanced value for all our clients and partners. I look forward to building pathways for our talents to flourish in their careers and do great work for our clients. Our chief goal is to make advertising work better for people across Southeast Asia.”

    “I am thrilled to partner with an illustrious leader like Pathamawan whose depth of field experience in Thailand will undoubtedly propel us into an even more glorious future,” he further said.

    As CEO of GroupM Thailand, Indonesia & Vietnam, Himanshu will report to GroupM Asia Pacific CEO Ashutosh Srivastava, the company stated.

    GroupM Thailand CEO Pathamawan Sathaporn commented, “I am honoured to embark on a journey that is both familiar and new – the purple blood running through my veins has now taken on a shade of blue. Growing alongside Mindshare for the past 16 years, I feel privileged to have witnessed the dramatic evolution of the media landscape which sets us up for new adventures daily.”

  • mSix&Partners elevates Subhamay Mukhopadhyay to managing partner India

    mSix&Partners elevates Subhamay Mukhopadhyay to managing partner India

    Mumbai: mSix&Partners, GroupM’s youngest outcome-based agency has named Subhamay Mukhopadhyay as managing partner, India. He will be taking the baton from Saket Sinha, who is appointed as mSix&Partners APAC chief growth officer. Sinha will be based out of Singapore office, the agency said.

    “Mukhopadhyay will be responsible to accelerate the business growth of mSix&Partners in India and the clients through its integrated marketing solutions. Media and commerce, measurement and technology are among the areas he will expand mSix&Partner’s capabilities,” said the statement.

    “Currently serving as the head of Mindshare West, he has built an exemplary cross-functional team and worked on numerous clients in multiple sectors. Among Subho’s many achievements is his expertise in integrated media strategy and excellent client relationships,” remarked Mindshare South Asia CEO Amin Lakhani. “He’s delivered multiple award-winning campaigns in India as well as across the globe. Subho has played a significant role in growing the agency in India and I am confident that his vision will build on mSix&Partners legacy in the country. It’s inspiring to see Subho become a leader among the ranks to create a future-fit agency. I am confident he will push the agency to new heights with his expertise and leadership.”

    He further added, “I would also like to take this opportunity to thank Saket Sinha, under whose leadership, mSix&Partners has become the fastest-growing agency building a rich roster of clients and challenger brands.”

    Having spent more than two decades in the media, Mukhopadhyay is a seasoned media professional. He joined the ‘Purple Family’ at Mindshare 16 years ago as a media manager and worked across categories in key markets like Delhi, Bangalore and Mumbai. GSK, Castrol, Star Network, Nike, Lenovo, IBM, Kellogg’s, ICICI Group, Idea, UltraTech, JSW Group, Lifestyle, UB, Pharmeasy, Upstox are few key clients he worked closely within their growth journey.

    “There couldn’t be any better time to take charge of mSix&Partners. ‘Agility’ and ‘Entrepreneurial’ spirit of this youngest agency of GroupM provides the best opportunity to partner with the existing and new-age businesses,” said Subhamay Mukhopadhyay on his new role. “Top priorities for us will be to deliver ‘client delight’ by strengthening & building a sustainable relationship, attracting ‘quality talents’ to drive business & brand solutions and curate ‘be-spoke products & solutions with a clear focus on Data, Tech and Content. I’m excited to embark on this journey and scale up mSix&Partners in India to the next level.”

  • Rural India sees a three-fold growth in the usage of e-commerce apps: Report

    Rural India sees a three-fold growth in the usage of e-commerce apps: Report

    Mumbai: Rural India is on the periphery of an e-commerce revolution. There has been a massive increase in the number of users of e-commerce apps in the last six to eight months, according to the latest edition of the Rural Barometer Report. The rural population is now looking at digital as a medium that provides economically valuable information/services with digital consumption shifting beyond basic services such as entertainment and social media, the report stated.

    Insights and consulting company Kantar, along with GroupM’s rural and experiential marketing unit- Dialogue Factory has unveiled the third edition of its bi-annual report. It explores concerns about the post-pandemic impact on consumer behaviour and purchase patterns across rural India.

    According to the report, digital financial inclusion continues to see a growing footprint, and payment apps especially have created a fertile ground for the advancement of e-commerce in rural hinterlands.

    More vocational information is being consumed via the internet, though entertainment and social media remain the dominant factors of internet usage, said the report. There is an emerging constituency of technology-enabled farmers, who are using digital apps to track their crops. The Rural Barometer Report indicates that five per cent of farmers were using crop monitoring apps and this digital adoption for crop monitoring is the strongest in the states of Karnataka, Punjab, Haryana, and Gujarat.

    Some of the other key highlights of this latest version of the Rural Barometer Report are:

    FMCG witnessing the resurgence of indulgence and vanity categories: The pandemic had profoundly changed FMCG spending in rural India. Through the lockdown and the first half of 2021, consumers continued to prioritise health and hygiene categories under uncertain financial circumstances. As a result, indulgence and vanity categories remained subdued until the first half of 2021. The report shows a rebalancing of the FMCG spends. Food categories such as biscuits and chocolates, snacking, etc, and personal care and beauty categories bounced back and show positive momentum for growth.

    On the flipside, health and nutrition, along with job security remain a concern. The findings show that the nutrition and health of one in five children are of concern. Due to continued patriarchal notions, the girl child is not being provided a sufficient protein-based diet.

    In terms of sentiments regarding job security, lower social classes (NCCS CDE) and rural youth (18-24-year-olds) have been the most affected, as per the report.

    “The pandemic has changed ways of living for rural India,” said Dialogue Factory head of experiential marketing- APAC Dalveer Singh. “We see our rural citizens more vigilant about their consumption patterns. As per the Rural Covid Barometer Report 2021, rural India is more confident in recovery and adopting new technology and putting it to the right use. There are existing concerns like nutrition and health of children in rural areas but thanks to government intervention, rural purchasing power has improved.”

    “Close to a fifth of rural India is concerned about the health parameters of their children. We’ve also witnessed rebalancing in FMCG spending. With technology penetrating further and rural consumers evolving in this digital and e-commerce led era, we see a brighter tomorrow in rural regions,” Singh further said.

  • AI-enabled advertising to be $1.3 trillion business by 2032: GroupM report

    AI-enabled advertising to be $1.3 trillion business by 2032: GroupM report

    Mumbai: AI-enabled marketing already accounts for nearly half of all advertising revenue, that is more than $300 billion of global advertising revenue. And its growth is only set to project upwards. By 2032, AI-enabled advertising could account for $1.3 trillion in advertising revenue, more than 90 per cent of the total, according to a forecast from GroupM. The global media investment company has released a new study titled ‘The Next 10: Artificial Intelligence’ examining how the media landscape and consumer behaviour will shift over the coming decade.

    The forecast shows that as channels like TV, audio and outdoor become more digital, addressable and programmatic by the year 2032, AI-enabled advertising will represent more than 90 per cent of all advertising. Consumers will expect marketing messages that are relevant, personalised, and non-interruptive, greatly simplifying their daily decision-making- all in a privacy-first way.

    The report also revealed some major implications including the declining reach of linear TV and less tolerance of irrelevant, interruptive ad pods.

    It also noted the growth of audio-first devices with digital assistants (i.e. earbuds and smart home speakers) means that voice search will overtake text-based search.

    An additional implication is that data will most often be managed on-device and will be increasingly unclear or anonymised by AI and privacy services.

    Other takeaways across a few key categories from the report:

    Advances in AI and these evolving media channels could result in marketers increasingly tying together products, consumer experiences and advertising experiences:

    o   Automotive: The use of generative AI and digital twins will enable greater personalisation of advertising in the sector—i.e. 

    a custom color model shown driving in the buyer’s own city.

    o   CPG (consumer packaged goods): Machine learning paired with genomic sequencing will make personalised nutrition and personal care products increasingly possible.

    o   Apparel: Computer vision, machine learning algorithms and generative AI could disrupt the apparel and retail industry by creating a vast gray market of copycat goods or user generated designs competing for image searches.

    o   Entertainment: Personalised storytelling could become a reality as ads and IP are customised based on audience data and/or selections.

    The Next 10 also raises ethical and responsible AI questions such as:

    ·       How do we protect at-risk users and all consumers from AI that exploits dark patterns or behavioural “hacks”?

    ·       What are the ways we can protect against the weaponisation of AI in advertising tools and platforms used to amplify misinformation, deep fakes, fraud, and abuse?

    ·       What is our level of comfort for what remains hidden in the black box of machine learning?

    ·       Should people be notified when they’re speaking or chatting with an AI chatbot and not a human?

    ·       How do we build safety and accountability into algorithmic incentives?

    ·       How should disclosures about the use of AI in advertising work?

    “AI is already here, and it’s not slowing down. The human effort can best be applied imagining what we want the future to look like, designing the right goals and guardrails, and learning to put AI to use in service of those,” the GroupM report further said.

  • Ruchi Mathur named as CGO at Mindshare India

    Ruchi Mathur named as CGO at Mindshare India

    Mumbai: Mindshare, the flagship agency from GroupM on Wednesday announced the elevation of Ruchi Mathur as chief growth officer (CGO) for India, with immediate effect. She will be based out of Gurugram and report to Mindshare South Asia CEO Amin Lakhani.

    Mathur, who was previously head of client leadership at Mindshare North & East, will now be responsible for expanding growth metrics for Mindshare through new business development and unlocking growth opportunities within existing businesses, said the agency in a statement.

    “Along with Mindshare, she will closely work with the GroupM leadership to scale in partnerships, capability offering, and drive Mindshare’s good growth agenda,” the agency further added. 

    “Ruchi is a passionate leader and has a proven record of driving excellent business results within the Mindshare group, in the North and East especially. She is instrumental in boosting operational efficiency for helping our clients achieve their objectives,” commented Amin Lakhani. “With more than two decades of media expertise, Ruchi brings in a unique set of perspectives and skills that will help hone our strategic direction and grow our organisation. I am looking forward to her continued contribution within the system and am confident that with her expertise, we will continue leading towards client delight.”

    Speaking on her role, Mathur said, “At Mindshare, our aim is to continuously focus on strong and sustainable ‘Good Growth,’ while creating an impact for our brands, consumers, and the society at large. I would like to thank team Mindshare for believing in me and look forward to this opportunity to continue transforming our client businesses.”

  • GroupM launches Finecast in India, brings ‘addressable TV advertising’ to Indian advertisers

    GroupM launches Finecast in India, brings ‘addressable TV advertising’ to Indian advertisers

    Mumbai: GroupM, the media investment group of WPP on Tuesday announced the launch of Finecast in India, a ‘first-to-market addressable TV service.’ It would enable advertisers to target households with relevant TV ads across multiple TV channels, pay-TV platforms and set-top boxes, a range of video on demand (VOD) services, over-the-top (OTT) providers, and game consoles.

    The evolving consumption habits of the audience have given rise to complexities in planning and reaching audiences on TV. Finecast attempts to solve this challenge by providing a single point of access to the whole addressable TV ecosystem, managing distribution and frequency holistically across broadcasters and screens to deliver relevant ads wherever they are viewing content, said the company in a statement.

    “Our key partnerships with best-in-class data providers facilitate intelligent segmentation of audiences by socioeconomics, life-stage and financial behaviours providing highly precise TV audience profiles. This enables Finecast to show different ads to different households who are watching the same TV program, thereby making their advertising more effective and driving cost efficiencies,” it further said.

    “As the largest media advertising company in the world, GroupM is able to create the scale of partnerships required to find relevant audiences in the fragmented TV landscape,” stated  GroupM South Asia CEO Prasanth Kumar. “With finecast, we have partnered the top content providers, broadcasters, platforms and data providers in India to build this market that will inevitably add more value to GroupM’s clients in India.”

    Finecast’s model includes partnerships across leading broadcasters who develop high-quality premium and brand-safe content, as well as distribution platforms with further partnerships to be announced later this year.

    “There is no better time to watch TV, as the ad experience is ore in line with audience content and behaviour preferences,” remarked GroupM president data, performance & digital products Atique Kazi. “We know TV still reigns supreme in India people are just changing the way they consume content. Finecast gives GroupM’s clients a holistic view of, and access to, their audience, regardless of where they are watching.”

  • Essence India bolsters services & presence with three key appointments

    Essence India bolsters services & presence with three key appointments

    Mumbai: Essence, a global data and measurement-driven media agency that is part of GroupM on Wednesday announced three new leadership appointments to strengthen its services and presence in India. 

    Based in Bengaluru, Bharati Joshi will lead the agency’s product offering as India vice president – product. Kunal Danda will head the agency’s Mumbai office as India vice president – client services. Based in Delhi, Vinish Mathews will lead the agency’s partnership with key client Google as India and Southeast Asia vice president- client services. All three of them will report to India managing director Sonali Malaviya.

    “Bharati, Kunal and Vinish’s appointments are key in strengthening Essence’s India leadership team. I am delighted that we are able to attract exceptional talent who share and are excited about our vision to reimagine what is possible for India. I am looking forward to partnering with Bharati, Kunal and Vinish in their new roles, and driving continued growth for our people, capabilities, clients and business across India,” said Malaviya.

    Joshi brings with her over 17 years of industry experience, joining from Initiative where she was assistant vice president, strategy and insights. Previously, she held practice and client leadership positions at GroupM’s Wavemaker and Maxus.

    “Essence is currently in a very interesting space with a client roster of established as well as new age brands. Leading their growth charter with our differentiated products, platforms and thinking, all rooted in data, technology, analytics and creativity, is what I am really looking forward to doing. I am excited to head the charge for our product offering in India, along with the most talented and energised bunch of people in the industry,” said Joshi.

    Danda comes with more than two decades of media and marketing experience in India and the Middle East, working at agencies such as OMD, Edelman and Digitas, and organisations such as DBS Bank, Energy Central, and Arab Insurance Group. Most recently, he served as a principal partner at Mindshare in Mumbai, heading digital media, integrated marketing, and business development.

    “Essence’s industry-leading capabilities are rooted in data, analytics, and technology. Here, we also have brilliant talent with a special culture of testing and learning, collaboration, as well as integrated media strategy and planning, with client-centricity at the core of everything we do. I am incredibly excited to be part of the Essence family, and driving the next stage of growth for our Mumbai office,” said Danda.

    With over 18 years of industry experience in China and India, Mathews joins from Mindshare, where he was most recently managing director, overseeing teams across Beijing and Shanghai. With a proven track record in leading client relationships across sectors such as e-commerce, fast-moving consumer goods, tourism, and vision care, his capabilities in strategic brand management, media investment planning, and communications campaign design have helped brands build immersive consumer connections using media.

    “It is a privilege to have the opportunity to lead Essence’s relationship with Google in India and Southeast Asia, and drive the agency’s integrated media offering for all of Google’s business and consumer products in these markets. I am looking forward to collaborating with some of the smartest people in the industry,” said Mathews.