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Tag: Leo Burnett

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

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

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

  • Leo Burnett consolidates Asia Pacific and Greater China regions

    Leo Burnett consolidates Asia Pacific and Greater China regions

    MUMBAI: Leo Burnett Worldwide chairman and CEO Tom Bernardin announced the  consolidation  of  the agency’s  operations  across  Greater  China  and  Asia Pacific.

     

    Leo  Burnett  Asia  Pacific president Jarek Ziebinski  will  take charge as the chairman and CEO for the consolidated operation including China as of 1 September 2014. The regional chairman and CEO of Greater China, Eddie Booth, will retire after 15 years with the agency. Booth will continue to be with the agency until 31 December to see through the smooth transition of leadership.

     

    Said Bernardin, “Eddie and I have been in talks regarding his plans to retire from the agency over the past year. After more than 20 years in the industry and 15 years of successful leadership at Leo Burnett in Greater China, Eddie has decided it’s time to retire from advertising. We want to thank him for his wonderful  work building  Leo Burnett Greater China to what it is today and wish him every success as he embarks on his new journey in life.”

     

    In his new role, Ziebinski will continue to report directly to Bernardin and will split his time between Shanghai and Singapore.  Leo Burnett China group CEO Donald Chan will be assuming additional duties to oversee Leo Burnett Hong Kong. Both Chan Leo Burnett Taiwan group CEO Margaret Huang will report to Ziebinski.

     

    “The  consolidation  of  Leo  Burnett’s  Asia  Pacific  and  Greater  China  operations  is  a  strategic decision to bring together the best of the network’s resources, talents and capabilities across these two important regions under one proven leader. The scale and efficiencies Leo Burnett will be able to achieve from the consolidation will enable the network to deliver greater value for our clients’ businesses in today’s environment of remarkable change and possibilities,” said Bernardin.

     

    Continued Bernardin, “Jarek’s track record of success across two very different regions – central eastern Europe and Asia Pacific – at Leo Burnett speaks for itself. The growth and momentum  he delivered for Leo Burnett in Asia Pacific over the past five years makes him the ideal candidate to take  over  the  consolidated  leadership  of  Leo  Burnett  in  this  region.  Asia  Pacific  is  a  critically important region for the Leo Burnett global network and I’m confident that with Jarek at the helm, he will be able to help us deliver the best in the world, bar none.”

  • Leo Burnett ropes in Hitesh Mehta as VP

    Leo Burnett ropes in Hitesh Mehta as VP

    MUMBAI: After a slew of significant senior level appointments, Leo Burnett India has announced the appointment of Hitesh Mehta as vice president to be based at its head office in Mumbai. 

     

    Mehta will be leading McDonald’s business nationally on both account management and strategy.

     

    Leo Burnett India CEO Saurabh Varma said, “With over a decade of integrated communications experience, Hitesh is extremely passionate about understanding human behaviour and applying those valuable insights to client work. It is this very orientation that is of great value to our strong HumanKind philosophy for our brands.”

     

    Over the years Mehta has worked in differing local, regional and global roles on some of the world’s biggest brands based out of India, Vietnam, Thailand, Singapore and Indonesia.

     

    His last assignment was with Leo Burnett in Indonesia, wherein he was a part of the agency leadership team, successfully delivering on his mandate to partner the marketing teams at Dutch Lady and McDonalds, in pursuit of achieving their growth ambitions within the Indonesian market. Always on the lookout for new challenges, Mehta relocated back to India in 2013 and has been working as an independent brand consultant prior to joining Leo Burnett earlier this month.

     

    Mehta said, “The QSR market is still quite nascent and there is immense scope for growth. It’s a very exciting time for McDonalds and I am relishing the opportunity.”

  • Leo Burnett India elevates Sainath Saraban to NCD

    Leo Burnett India elevates Sainath Saraban to NCD

    MUMBAI: Leo Burnett Group India CCO Rajdeepak Das today announced the elevation of Sainath Saraban as the national creative director (NCD). As part of his new role, Sai (as he is fondly known), will oversee and take care of the Chennai market as well as key national clients. He will continue to be based in Delhi as he assumes this new responsibility.

     

    Leo Burnett Group CEO Surabh Varma said, “Sai is one of the best creative talents in The Leo Group today. His thorough and in-depth understanding of the target audience coupled with popular culture comes through clearly in the great work that he creates for our clients. I look forward to seeing him make magic in the Chennai market and on our key national clients.”

     

    Leo Burnett CCO Rajdeepak Das added, “Sai is definitely one of the most promising talents of Leo Burnett India and undoubtedly one of the good human beings I have come across. We want the greatness to spread to one more office. Cheers to Sai.”

     

    On his new role Sai said, “Over the last nine years, I have grown with the agency and the agency has grown with me. Now it’s time to take my role to the next level. I see challenges and opportunities alike and along with Saurabh and Raj, I look forward to what lies ahead. The ‘Change Everything’ philosophy is something we all believe in and it holds true for the kind of work we create and how we create it.” 

     

    Sai, who joined Leo Burnett in 2005, began his career with JWT Delhi, where he worked for five years on brands like Boost, Pizza Hut, Hero Cycles and CNBC. This was followed by a brief stint at McCann Erickson after which he joined JWT Bangalore where he worked on Kingfisher, Red Label Tea, McDowell’s and was a part of the team that won Levi’s and Nike. At Leo Burnett, Delhi, some of the memorable work that Sai has created are on brands such as Thumbs Up, Maaza, Minute Maid, Perfetti, Samsung to name a few.

  • KBC 8: A journey from individual to collective growth

    KBC 8: A journey from individual to collective growth

    In a world where everyone is busy achieving their personal goals, we as individuals have stopped thinking about the nation as a whole.

    A flip through news channels and newspaper pages presents the stark reality of our society today. While we spend hours and hours talking about the ills plaguing Indian society, how many of us actually take a step further and act against them?

    Multi Screen Media’s Sony Entertainment Television (SET) along with its creative agency Leo Burnett have through the two promos of Kaun Banega Crorepati (KBC)’s eight season.

    The first film titled Kohima makes one shameful about the fact that even though we all know aboutthe  north east being a part of India, the denizens of that region are often derided and ridiculed and called names, and even treated as outsiders when they travel to other parts of the country.  The promo has already been talked about in an earlier article on indiantelevision.com.

    The second KBC8 TVC gives a different perspective on the Hindu-Muslim divide. The commercial is set in a tiny neighbourhood (chawl in India) in which a Hindu and Muslim family are neighbours.  Ankit, a boy from the Hindu family is chosen to participate in KBC. His family is hugging him and wishing him good luck as he is about to depart to take part in the game show. The members of the Muslim family are watching the scene from  the balcony of their home above and sniggering; and one of them even sneezes out  aloud deliberately –  which is considered a bad omen by some Hindus. The young folks from the Hindu family want  to confront the Muslim youngsters but are stopped by their father. Cut to the set of KBC and Amitabh Bachchan has asked a question which has stumped Ankit. He chooses to use the phone a friend helpline. And the friend he chooses to call – is the Muslim household as he has been asked the meaning of As salamu alaykum.  The elder of the Muslim family – who are also watching the episode in which Ankit is participating – picks up the call and gives him the correct answer – “Khuda Tumhe Salamat Rakhe” (God keep you safe). Both the Hindu and Muslim families then celebrate Ankit’s win  by hugging each other.

    The two promos show how KBC has evolved through its various messages over the years. From ‘Koi Bhi Sawaal Chhota Nahi Hota’ to ‘Seekhna Band…Toh Jeetna Band,’ the channel has come up with innovative messaging almost every year. 

    However, what differentiates this message from the previous ones is the fact that from just focusing on an individual the focus has shifted to the society as a whole. Amitabh Bachchan in his baritone voice has alway exhorted viewers  to acknowledge the power of self and grow it through the power of knowledge. Now, the show promises to touch people’s hearts with the stories of community bonding.

    The message of KBC season 8’s campaign ‘Yahan Sirf Paisa Nahi, Dil Bhi Jeete Jate Hain’ (We don’t win only money, we win hearts too), has beautifully integrated social messages within the script making one sit-up and take notice.

    It is not the first time that a general entertainment channel (GEC) has touched upon social issues and tried to invoke the right and the wrong within people. But what separates these promos from the rest is the fact that they are hard hitting and talk directly to people. They are a mirror reflecting our society in simple yet assertive manner.

    The yet-to-be released TVC talks about how KBC and Amitabh Bachchan has crept into our nation’s collective consciousness and involves entire communities, if one of their members is selected to participate in the game show.  The film opens in a small village where people are busy stringing up loudspeakers across its streets.  A man beaming with happiness is shown keeping a phone next to a microphone. The telephone rings shrilly and the voice of Big B reverberates through the whole village and the villagers leap up in deliight.  The TVC then cuts back to the KBC set where the surprised AB asks the contestant ‘tumne toh family ko phone kiya tha?’ to which he replies, ‘They are all my family.’

    The person on the phone then asks Mr Bachchan to recite one of his favourite dialogues to which he says, “aaj khush to bahut hoge tum.”

    Will the promos on which the agency worked for almost two months help change society is not sure, but what’s certain is that they will make one look inside, especially when the incidents happening around make us hang our heads in shame.

    Click here to watch the promo

     

  • Leo Burnett forecasts 2014 Cannes Lion winners

    Leo Burnett forecasts 2014 Cannes Lion winners

    MUMBAI: With a day left for the biggest event of the advertising industry to commence, the industry is keeping its fingers crossed to pick up the coveted Lion.

     

    Like every year, Leo Burnett Worldwide has revealed its 27th annual Cannes Predictions anticipating the results of this year’s 61st Cannes Lions International Festival of Creativity..

     

    With more than 84 per cent accuracy, the agency’s predictions have an unparalleled track record, year over year, recognizing Cannes contenders most likely to win. Leo Burnett Worldwide’s chief creative officer Mark Tutssel curated the list to encompass the most forward thinking, compelling creative products across channels.

     

    “We sifted and sieved through hundreds of the most brilliant pieces of work from every cranny of the world, spanning Lions award categories,” said Tutssel. “This year’s work is full of humanity, imagination and pure creativity, and remarkable for finding fresh and innovative ways to connect emotionally with people.”

     

    Top 25 Contenders

     

    1. Guinness “Sapeurs” by AMV BBDO / London, UK

     

    2. Not Impossible Labs + Intel “Project Daniel: 3D Printing Prosthetic Arms” The Ebeling Group / Not Impossible Labs / Venables Bell & Partners / Venice, USA

     

    3. Skype “The Born Friends Family Portrait” Pereira & O’Dell / San Francisco, USA

     

    4. British Airways “The Magic of Flying” OgilvyOne / London, UK

     

    5. New Zealand Transport Agency “Blazed” Clemenger BBDO / Wellington, New Zealand

     

    6. Colombian Ministry of Defense “You Are My Son” Lowe SSP3 / Bogota, Colombia

     

    7. Harvey Nichols “Sorry I Spent It On Myself” Adam&EveDDB / London, UK

     

    8. Mimi Foundation “If Only For A Second” Leo Burnett / Paris, France

     

    9. Volkswagen – Side Assist “Living Room” / “Bathroom” / “Bedroom” AlmapBBDO / Sao Paulo, Brasil

     

    10. Terre des Hommes “Sweetie” Lemz / Amsterdam, Netherlands

     

    11. HBO GO “Awkward Family Viewing” SS+K / New York City, USA

     

    12. P&G – Old Spice “Smellcome to Manhood” Wieden + Kennedy / Portland, USA

     

    13. Chipotle “The Scarecrow” Creative Artists Agency + Moonbot Studios / Los Angeles, USA

     

    14. Google + Warner Brothers “A Journey Through Middle Earth” North Kingdom / Skellefte?, Sweden

     

    15. Inakadate Village “Rice-Code” Hakuhodo / Tokyo, Japan

     

    16. Brazilian Association of Organ Transplantation “Bentley Burial” Leo Burnett Tailor Made / Sao Paulo, Brazil

     

    17. 350 Action “Climate Name Change” Barton F. Graf 9000 / New York City, USA

     

    18. Honda “Hands” Wieden + Kennedy / London, UK

     

    19. Samsung “Maestro’s Academy – Smart Bike” Leo Burnett / Milan, Italy

     

    20. Honda – Internavi “Sound of Honda / Ayrton Senna 1989” Dentsu / Tokyo, Japan

     

    21. Nike “The Nike SB App” R/GA / New York City, USA

     

    22. Adidas “D Rose Jump Store” TBWA / London, UK

     

    23. Southern Comfort “Karate” Wieden + Kennedy / New York, USA

     

    24. Newcastle Brown Ale “If We Made It” Droga5 / New York City, USA

     

    25. Volvo Trucks “Live Test Series: The Epic Split” Forsman & Bodenfors, Sweden

     

    “Our annual Cannes Predictions offer not only Leo Burnett Worldwide’s take on the leading creative work likely to earn Lion trophies, but a magnified view of the bravest ideas and boldest thinking that jolts our craft boldly forward,” said Tutssel who will present “Why Borderless Creativity is the Future of Communications” master class at Cannes. “These are the stimuli that fuel imagination and ignite us to change human bahaviour in vigorous, disruptive bounds.”

  • After Pops, exits continue at Leo Burnett

    After Pops, exits continue at Leo Burnett

    MUMBAI: It was in the month of April this year that the advertising fraternity got a shock with K V Sridhar’s exit news from Leo Burnett. Pops as the industry fondly calls him quit the creative agency after 17 years of association. Looks like with the legend leaving a few others too have decided to follow suit.

     

    Indiantelevision.com has learnt that over a dozen mid-level creative professionals have put in their papers at the agency. Highly placed sources within Leo Burnett confirmed the news.

     

    Leo Burnett chief creative officer RajDeepak Das was not reachable for comments at the time of filing the story.

     

    It can be noted that executive creative director Ashwini Iyer Tiwari who too had put in her papers a few months back is all set to make her debut in filmmaking.

     

    With Pops and Arvind Sharma, who bid adieu to the agency last year, gone the recent exits have definitely raised a few eyebrows. With the new leadership in place will the agency win back the confidence of creative guns? Only time will answer that.

  • Emami urges men to be interesting with ‘He’

    Emami urges men to be interesting with ‘He’

    MUMBAI: Metrosexuals have busted what was once a predominantly female bastion – cosmetics. Reason why more and more such companies are entering the Indian market; deodorant manufacturers being one of them.

     

    Joining comparatively new entrants like ITC’s Engage and Vini Cosmetics’ Fogg and veterans including Axe and Park Avenue is the Rs 1821 crore FMCG major Emami’s brand new deodorant ‘He’.  With the pan-India rollout of ‘He’ currently underway, in the initial phase, the deodorant will  be available across all markets with a special focus on 23 top cities including metros, mini metros and tier I and tier II cities in the north, west and east. ‘He’ will be introduced in Hyderabad and Bangalore in the second phase.

     

    So what made Emami enter an already crowded turf? “It is a big and growing category and hence, has the potential for differentiated offerings. We don’t believe in entering any category or launching any product just for being there. We only enter a category when we are able to get the right mix for the launch of any product and have the strategy in place to attain success,” says Emami director Harsha V Agarwal.

     

    Agarwal argues that the deodorant segment has dynamic prospects as the level of penetration is very low. Also, in this category, not too much brand loyalty is exhibited by consumers as there is a multitude of me-too brands to choose from. Importantly, ‘He’ makes a differentiated promise to the customer of ‘being interesting’ as opposed to ‘being normal’ which is ‘boring’. Adding to the appeal is an unique fibre mould packaging which is sure to attract customers’ attention.

     

    ‘He’ will be launched in six variants—Smart, Confident, Extrovert, Recharge, Ruler and Magician. What’s more, actor Hrithik Roshan has been roped in as brand ambassador. “Hrithik is the youth icon, popular amongst the youth and teenagers both.  He is different from the run-of-the mill actors and has never hesitated to take up interesting and challenging roles, resulting in many blockbuster films,” says Agarwal about the choice of ambassador. As for the name ‘He’, he says, “It is short, synonymous to masculine, so an apt name.”

     

    Emami is undertaking an extensive social media marketing campaign #WhoisHe in the pre-launch phase. The launch is supported by 360 degree integrated communication including digital media. The campaign featuring Hrithik has been conceived and developed by Leo Burnett.

     

    According to a brand consultant, there is enough space in the market. Pricing will play a factor if people will pick it up from the shelf.

  • KV Sridhar joins SapientNitro

    KV Sridhar joins SapientNitro

    MUMBAI: World is surely moving towards digital, maybe that’s why KV Sridhar (Pops) decided to join digital agency SapientNitro.

     

    Very excited to join this new breed of agency which is redefining storytelling, he wrote on his facebook page. He will join the agency as chief creative officer in India, starting 1 July.

     

    After spending 17 years in Leo Burnett, his exit left everyone shocked. A t the time of leaving the agency Pops had said, “It has been a purposeful journey for me at Leo Burnett, growing with and having a chance to play a key role in shaping the agency’s creative prowess. I have had the opportunity to work with and get to be friends with some of the brightest creative minds in the world, work on some of the most exciting campaigns, with some of the most amazing clients. I wish Saurabh Varma (CEO of the agency in India) and Leo Burnett great success.”

     

    His current move has left everyone surprised as well. On his appointment, he said, “I am excited about joining SapientNitro, it allows me to connect with the new generation. This is something completely future facing, there are very few senior guys actually embracing new media today.”

     

    Leo Burnett recently replaced Pops with BBDO’s RajDeepak Das, who will head the agency’s creative function across India.

     

    SapientNitro, part of Sapient, is a USA-based agency with interests in what it calls integrated, omni-channel commerce. The agency has offices in 31 cities spread across The Americas, Europe and Asia-Pacific.

     

    Globally, the agency has over 1,000 clients including names such as Chrysler, Citi, The Coca-Cola Company, Lufthansa, Target and Vodafone.