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Tag: Leo Burnett

  • Leo Burnett Mumbai wins AMW truck business

    Leo Burnett Mumbai wins AMW truck business

    MUMBAI: Leo Burnett, Mumbai, has been appointed as the creative agency on record (AOR) for Asia Motor Works (AMW), the truck manufacturing company in India.

    The account was earlier with RK Swamy BBDO.

    AMW had called for a multi-agency pitch in Mumbai a couple of months back.

    Leo Burnett chairman India Subcontinent Arvind Sharma says, “The truck manufacturing industry is booming in India. And the last few years have seen a lot of heightened activity in this sector. But standing tall against the age old market leaders requires a very different, non-traditional thinking. Using the Human Kind Approach, we presented ideas that would energise the entire business. It is exciting to be associated with a young, fire-in-the-belly brand like AMW.”

    One of the biggest challenges for AMW is to stand the test of a challenger brand and capture a considerable share of the market, which for years has been led by well-established brands.

    “Today, our aim is to engage the imagination and emotion of people who think their needs are already being met by their current options. To get AMW into that consideration set defines our current advertising objective”, says Leo Burnett Mumbai VP Anup Vishwanathan.

    AMW offers a range of solutions in the transportation industry, with fully built trucks being their mainstay.

    The Leo Burnett team is aiming to make ‘AMW’ synonymous to ‘trucks’ in the coming years. A tall order considering that the market is dominated by brands such as Tata and Ashok Leyland.
     

  • Leo Burnett ropes in Rajesh Mani as ECD — Mumbai

    Leo Burnett ropes in Rajesh Mani as ECD — Mumbai

    MUMBAI: Leo Burnett has roped in Rajesh Mani as executive creative director at its Mumbai office.

    Mani moves in from Ogilvy and has 12 years of experience.

    At Leo Burnett, Mani will be working on various brands such as Bajaj Electricals, Tata Capital, Tashi, HPCL and Vedanta.

    Says Leo Burnett NCD KV Sridhar, “Being a Humankind Agency we are always eager to work with creatives who have human stories to tell in simple ways. Mani is completely that kind of person and it will be a pleasure to work alongside him on some of our key clients.”

    Besides his five-year stint at Ogilvy, Mani has also worked at Temple Advertising in Bangalore and Triton Communications in Mumbai.

    Mani added, “At Ogilvy I worked on one of the best brands in the country — Vodafone. Now it was time to seek new challenges and expand my horizons. Pops gave me an opportunity to do just that. I am happy and excited to come on board.”

    Mani’s most recent was being the BlackBerry Boys campaign, which he co-created with Rajiv Rao and wrote that hugely popular song ‘Blackberry boys’.

    Moreover, Mani was also part of the core team that launched zoozoos. His other internationally acclaimed work was for the global launch of Lenovo X300 laptops with a film that was showcased during the Beijing olympics titled ‘the flying sumos‘.
     

  • McCann wins GM account

    McCann wins GM account

    MUMBAI: McCann Erickson has won the corporate and digital creative business for all of General Motors‘ brands in India.

    Talking to Indiantelevision.com, General Motors India vice-president P Balendran said, “McCann will handle the creative and digital duties of all our brands in India. They will have a dedicated team working on our brands and the work has already started.”

    Balendran, however, refused to comment on whether the account size amounted to Rs 1.5 billion.

    The pitch process that went on for 2-3 months also involved Leo Burnett and Contract Advertising.

    For the first time, General Motors India has decided to award the creative duties of all its brands to a single agency. Until now, the company had two agencies on its roster – Leo Burnett and Wieden+Kennedy.

    Henceforth, McCann will now work on the creative business of GM‘s existing brands as well as on the forthcoming launches.

    McCann had previously worked on Chevrolet nearly half a decade ago and is one of other global agencies that handle the brand.

    The relationship between McCann and GM has been a very flirtatious one.

    It all began in 2005, when McCann won the creative duties of GM’s car lines including Chevrolet Optra and new car launches — along with Rediffusion Y&R that took over Tavera and Chevrolet corporate business. Enterprise Nexus was the incumbent agency for Chevrolet Optra.

    After spending almost three-and-a-half years in the relationship, GM decided to move its properties — until now with McCann to Wieden + Kennedy (W+K) in September 2009.

     

  • India to be 5th fastest growing ad economy in the world by 2013

    India to be 5th fastest growing ad economy in the world by 2013

    MUMBAI: India will emerge as the fifth-fastest growing advertising economy in the world by 2013, as developed markets are still recovering from the tremors of a deep recession.

    India’s contribution will be $2.5 billion to the global ad spend growth, behind US, China, Russia and Brazil, according to a recent forecast by ZenithOptimedia, a firm that tracks global advertising spending.

    A significant trend is that the high-growth areas are from the developing markets. While China’s contribution to the ad spend growth story will stand at $10.8 billion by 2013, Russia will settle at $6.9 billion and Brazil at $3.3 billion.

    “Overall, we predict developing markets will contribute 62 per cent of new ad dollars over the next three years,” the report said.

    US will, however, continue to lead due to its sheer size, contributing the most new ad dollars to the global market over the next three years despite its slow growth. It will make up $14.2 billion of the ad spend growth story by 2013.

    The total global ad spend in 2013 will be $525.59 billion, up from $451.94 billion in 2010, according to the ZenithOptimedia forecast.

    India’s ad spend growth will be fuelled by television. High competition and aggressive approach amongst DTH providers will lead to more customer acquisitions, which will eventually spawn viewership. Reality shows and sports content will also lead to a spike in television viewership.

    “The growth in TV will be more than in print,” said ZenithOptimedia India CEO Satyajit Sen. He said that access to global technology and software will reduce the costs involved and consequently, the content quality will improve, which will, in turn, result in increased time spent on television.

    In a separate reaction, Leo Burnett chairman and CEO Arvind Sharma said India is a star among the emerging markets. “Emerging markets is where all the attention is. The way media is consumed is changing,” he said.
     

  • Chocoliebe Eclairs to air a new TVC

    Chocoliebe Eclairs to air a new TVC

    MUMBAI: The confectionery company Perfetti Van Melle India is coming up with a new Television Commercial for its newly launched brand, ‘Chocoliebe Éclairs Plus‘.

    The 50-second TVC, created by Leo Burnett, will go live on 15 January. Abhijit Chaudhuri of QED Films has directed the commercial.

    Commenting on the new TVC, Perfetti Van Melle India MD Sameer Suneja said: “The core idea of this new Chocoliebe Éclairs Plus TVC is derived from the brand‘s attribute of being irresistible. Through this TVC we want our target audience who are not only kids but adults too, to experience the new Chocoliebe Éclairs Plus which is a unique product and is an innovation in the Eclairs segment.”

    The brand‘s new TVC is positioned on the idea of “Itni chocolatey, ki chhodna impossible”, (So chocolaty that it is impossible to leave it) emphasising that the moment one indulges in Chocoliebe Éclairs PLUS, the person completely gets lost in its taste and would not want to let go of it or share it with anyone and would go to any extent to get it back.

    According to the company, this TVC aims to send a message that love for this rich plus chocolaty éclairs will make any one dance to its tune, ‘Kara De Ta Ta Thaiya‘.

     

  • McCann Worldgroup ropes in Charles Cadell as regional MD

    McCann Worldgroup ropes in Charles Cadell as regional MD

    MUMBAI: Charles Cadell will be joining McCann Worldgroup as the regional managing director for South East Asia and Australia.

    Cadell is currently serving his notice period at Lowe Lintas as chief executive officer.

    “I will be joining McCann in the second week of January”, Cadell confirmed to Indiantelevision.com. 

    In his new role, Cadell will be handling McCann‘s South East Asian business. He will be reporting to McCann Worldgroup CEO Nick Brien. 

    Cadell had joined Lowe Lintas in 2007. Prior to that, he was working as the CEO of Leo Burnett Malaysia and president, Asia Pacific, Arc Worldwide, a Leo Burnett affiliated marketing services company based in Malaysia.
     

  • ‘The challenge in a high growth economy is shortage of talented, trained manpower’ : Arvind Sharma – Goafest Committee chairman and Leo Burnett chairman India sub-continent

    ‘The challenge in a high growth economy is shortage of talented, trained manpower’ : Arvind Sharma – Goafest Committee chairman and Leo Burnett chairman India sub-continent

    As the sun and sands of Goa beckon the Indian advertising, media and marketing community for the AAAI organized ad festival Goafest from 19 – 21 April, apart from the celebration that lies in its wake, the event seeks to address more critical issues faced by the industry. Amidst all the hectic last minute schedules, Goafest Committee chairman and Leo Burnett chairman India subcontinent Arvind Sharma very co-operatively took time out to share his perspective on the current standing of the Indian advertising community, the progression towards growth and expansion and the pitfalls that need to be resolved.

    In an exclusive tete-a-tete with Indiantelevision.com’s Renelle Snelleksz, Sharma highlights the point that the fundamental objective for the festival is “to provide a platform for conversations, debates, ideas and celebrations between the rock stars and the aspirants.”

    Excerpts:

    What are the key proponents that necessitate AAAI’s endeavor to capture an untapped area of the Indian advertising fraternity through Goafest?
    As a member of the executive committee of AAAI, it was early last year that we decided to host a National Ad Festival. National because we recognized that epicenters have a way of moving and so different advertising capitals keep springing up across the country. At one point Kolkata was at the helm but today Delhi is huge, only 20 per cent smaller than Mumbai. Therefore AAAI endeavors to promote advertising work from across the country.

    Secondly, there is a fundamental difference between a one off award function and a festival. The former is largely focused on the work of the individual but we chose to go with a festival because it allows an opportunity to display the work and think of ways in which it can be bettered. Unlike award shows, the festival has been designed to not focus on the ‘agency of the year’ concept which selects one winner and a dozen losers. As an industry that is growing at 20 per cent we would rather have 1,000 winners and our attempt is to encourage and nurture those winners.

    By design, there will be no agency of the year but instead a Grand Prix award to recognize work that represents excellence. This will help develop the industry more rapidly. The fundamental objective for the festival is that it aims to provide a platform for conversations, debate, ideas and celebration.

    What are the key differentiators for Goafest as a festival, as compared to existing one off award functions?
    This takes shape in four ways – Firstly, the work that has been entered is displayed so that delegates have the opportunity to make their own judgment on the entries that have won and those that have not. The festival also brings successful International speakers and local jury members as well as aspiring youngsters to exchange their thoughts and ideas.

    Secondly, there are a host of formal seminars and thirdly, apart from the exchange between the aspirants and the rocks stars, the festival brings 2,000 people from various locations, specialist fields intermingling and sharing their experiences.

    Lastly, it brings the rising stars from across India to Goa. As is known, all industry functions like these are expensive and only the senior executives get to go, which ultimately makes development of the industry slower because the exposure is less. Thus we have provided a special package for 800 under 30 year-olds.

    While Goafest is an event of celebration, what are the larger underlying industry issues that the event is looking to address? How can these be remedied?
    The challenge for the advertising industry in a high growth economy is the shortage of talented trained manpower and this will be the primary focus at the event.

    The Ad Conclave that precedes the festival will get 150 leaders of the industry and much like town hall sessions, will get them thinking together. On an every day basis, the nature of competition exists, but this is a platform where we can all put our heads together to finds ways to cope with the existing issues.

    At an individual level, there will be competition but we need to work collectively on this front. The gurus of today spent their first 10 years in a pre-television environment with DD as the only means of TV. Youngsters on the other hand, are acquainted with the growing multimedia environment, though they may not know the craft. It is fundamental for us to listen and learn from them just as much as they learn from us.

    The industry faces a shortage of talent. It is believed that AAAI plans to unveil an ad campaign that would lure youngsters towards the profession. Is that still on the cards?
    Yes, it is still very much on the cards and will follow closely after Goafest.

    What is the growth that the industry has seen over 2006?
    Various sectors have grown differently – The creative agencies have grown at 15-20 per cent, the marketing services at about 30 per cent and the specialist’s media agencies at 25 – 30 per cent. So overall, the industry has grown by 20 -25 per cent and from a global point of view India features in the top five advertising industries. Although our base may be small, our growth rate is impressive.
    ‘Creative agencies
    have grown
    15-20%, marketing services at about
    30% and the specialist’s media agencies
    at 25-30%‘

    In order to leap ahead in the next three to five years, as the Ad Conclave theme suggests, it would require the combined effort of the industry at large however; two mammoth agencies O&M and Lowe seem to stay aloof? What would be your advice to them?
    In any industry, one hopes for 100 per cent participation. But we have received enthusiastic support across centres and agencies. Sometimes people choose to wait and watch, but as and when they decide to join in we will welcome them. We will go forward with what we believe in, we will just have to give the others time.

    What is your opinion on a having a common Indian advertising body and a single credible award function, a proposition that many professionals have vouched for?
    Our belief is in an advertising festival and not just an award show that will include seminars and interactions. However, there will always be a second and third viewpoint.

    You mentioned earlier that an investment of Rs 50 million was being pumped into the event. You also have a big kitty of sponsors, what will be their contribution to making the event a success?
    Goafest is a non profit event and while no association has complete funding of its own, the whole industry has supported us directly through sponsorship money. We are extremely excited and grateful for their contribution.

    What are the logistics that have to be taken care of when planning an event on such a lavish scale? When did the planning commence and how long has it taken you to set up the agenda?
    The logistics are extensive as one has to get International speakers and coordinate dates that are convenient, to book hotel rooms and check availability. To accommodate and make arrangements for the 800 under 30 delegates as well as senior executives has been a real challenge. We started planning and preparation six month ago.

    With the inclusion of media awards and with a host of International experts and commentators – what are your expectations of the event this year?
    We are hoping to prove to ourselves and to the world that we are capable of hosting an advertising festival comparable to any in the world.

    What advice would you give to the 2,000 media, advertising and marketing professionals that are gearing up to come to Goafest this year?
    (Laughs) My only advice is to come and freely share your thoughts and ideas, as I believe this will finally help to catalyze the growth of the industry as a whole.