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Tag: Madan Sanglikar

  • Digital agencies eye GoaFest 2014

    Digital agencies eye GoaFest 2014

    MUMBAI: While the 2013 edition wasn’t exactly the best, with the controversy around ‘scam ads’ and a couple of heavyweights like Ogilvy and Creativeland Asia bowing out, this year’s Goafest promises to be a definite improvement over its predecessor.

     

    The ninth edition has been postponed to May because of the ongoing elections and will revolve around the theme ‘Brand Baaja Baraat’. The fest will focus on macro-economic issues affecting advertising. There will be a first-of-its-kind leadership summit addressed by an interesting line-up of speakers. Among other changes, Goafest 2014 will have a new category ‘promo activation and PR’ while adding Broadcaster and Publisher Abbys to the existing list of awards.

     

    Speaking of awards, taking a cue from last year’s fracas, the committee has introduced changes to the judging process after feedback from creative professionals. The selection process will comprise two rounds with a gap of 10 days in between. Short-listed entries from round one will be put up on the Goafest official website. Complaints backed by evidence will be considered for review by jury chairman for that particular category.

     

     Significantly, the ‘digital’ category – which caught the industry’s attention last year – promises to be even bigger this year. Goafest 2014 chairman Srinivasan Swamy said he would be able to give the exact number of digital entries post 23 April, the extended deadline for submission of entries.

     

    It can be noted that in the Media Abbys’ category which received 660 entries, 40 – 45 per cent of them came from digital-related categories. The organisers had expanded the digital category to include relevant sub-categories in the 2013 edition. This year there are around nine sub-categories in digital, two in mobile, six in digital craft and nine in best use of digital media

     

     Though the likes of Leo Burnett, Ogilvy and Creativeland Asia are not participating, lots of digital agencies are really looking forward to the fest.

     

    Ahead of Goafest 2014, ad2campaign co-founder and managing director Madan Sanglikar tells indiantelevision.com, “Last year’s Goafest got everyone talking about the burning issue of ‘scam ads’ rather than brush it under the carpet. Scam ads are a reality and we need to have regular debate and discussion to keep them under control.”

     

    Sanglikar went so far as to suggest ways to curb scam ads. “Firstly, by creating a separate category called ‘proactive ads’ that would showcase ads which were never released but could have made a difference because of their innovative appeal. This would give creative people due recognition while acknowledging that these ads did not constitute real campaigns. Secondly, by instituting an open rating/meter which shows how many brands have been participating in questionable tactics. The assumption here is that clients are usually in cahoots with creative people in the making of scam ads,” he explains.

     

    Speaking of digital agencies, Sanglikar says, “Digital is main-stream by now. So digital agencies are no different from other agencies and if there is a fest for the advertising industry, it cannot be complete without digital agencies. Having said that, there have lately been too many award shows for digital agencies, so Goafest will also have to create a better differentiation.”

     

    ibs, which won the Grand Prix last year for its Tata DoCoMo digital campaign, is eager to participate in Goafest this year too.  “We are letting the younger lot to lead this year. We are allowing them to enter their work and make the submissions with absolute freedom and empowerment. Given this change, we are hopeful that the rank and file of the agency will get more deeply involved in the Goafest. While we are optimistic of some of our work getting noticed, winning awards is not the most important objective for us at Goafest this year”, says ibs MD Sabyasachi Mitter. He adds that success at Goafest would help draw the immediate attention of the entire advertising fraternity.

     

    According to sources, while a few mid-sized digital agencies are giving the fest a miss as they are cutting down budgets and will be selective while entering awards. On the other hand, a few big digital agencies are submitting a good number of entries and are positive about being recognised for their good work.

  • ‘Made for mobile’ campaign emphasises efficiency and performance management capabilities

    ‘Made for mobile’ campaign emphasises efficiency and performance management capabilities

    NEW DELHI:  ad2c mobile advertising and marketing agency, has launched a “made for mobile”, single view, campaign management platform ad2campaign to enable better campaign planning and execution on the mobile advertising ecosystem.

    This platform intelligently tracks, monitors and helps optimise campaigns to serve the evolving mobile advertising and marketing industry in India. The platform is mobile ready and all the dashboards are optimised for smartphones and tablets.

    Affle Group founder & chairman Anuj Khanna Sohum

    It is one of the first mobile centric brand side platforms allowing for a single view to monitor entire mobile campaigns. The platform provides tracking and attribution primarily for four types of campaigns: Branding Campaigns that are CPC or CPM led; App Install Campaigns that are CPI (cost per install) based; Lead Campaigns; and VAS Activation Campaigns.

    Each of these campaign types is customized to serve the requirements of a particular industry segment. For example, the App Install Campaign allows app developers, or .coms that are driving focus on mobile, to promote their apps by buying on a Cost-per-Install model across the entire mobile display ecosystem. It integrates over 11 ad networks and publishers including leading networks like Ripple, vServ, InMobi and Millennial Media. Similarly, the VAS Activation Campaign tracker is meant for Operators and Mobile VAS companies to manage not just cost, but also measure revenues on the same interface, thereby allowing for easy optimization and more effective use of their media spends.

    ad2campaign plugs important and critical gaps in the mobile ad ecosystem where measurability and accuracy are still challenges by keeping to its mobile first philosophy that relies on native technologies than heavy use of java scripts. It attributes all data points and results of these campaigns back to the source, which makes optimization easier for brands, and enables publishers/ networks to monetize better. The platform does all of the above on a real time basis giving clicks, installs, leads or activations as they happen. In keeping with the mobile first approach the analytics platform is accessible over tablets and mobile devices so you can monitor your campaigns on the go.

    ad2c cofounder & MD Madan Sanglikar

    Affle Group and ad2c founder and chairman Anuj Khanna Sohum said, “The excellence and effectiveness of any campaign management revolves around an accurate media buy and meticulous monitoring of the campaign KPIs. ad2c’s expertise and industry relevant experience ensures an accurate mapping of the target audience and the pre-determined objectives with targeting parameters and properties that can help deliver results. With established processes and systems to help manage these aspects, we will ensure that ad2c helps in achieving the outcome of the advertising campaign which is in sync with the expectations and aspirations of the brand. This campaign will bring an optimum degree of transparency to the way mobile media is managed, thus allowing the market to grow with the right fundamentals in place.”

    This solution enables ad2c to further bolster the value proposition of its service solutions with a critical technology layer that is a must in an industry moving fast towards programmatic buying. It presents a significant opportunity for brands to reach out to consumers in a creative, engaging, interactive, and measurable way, at all times ensuring that spends on mobile media are delivering in the best possible manner. The platform already services ad2c’s existing 30+ brands such as Samsung, Yahoo, Cadbury, adidas, Max Bupa, and Aircel to drive, measure, quantify, analyse and improve efficiency of their respective campaigns on the mobile medium. Each of these brands has seen a significant benefit either in terms of scale or efficiency for e.g. Yahoo saw a growth of over seven times in daily downloads while promoting its cricket app while Aircel improved its ROI for its content download campaigns by over 300 per cent simply by having a real time view of what was working and what wasn’t.

    ad2c, a joint venture between Affle Group and D2C Inc cofounder and MD Madan Sanglikar said, “The mobile advertising industry is yet to realize its full potential due to many factors such as lack of mobile-ready brand assets, understanding of the medium, complexity of the formats, etc. Mobile, is not a linear medium and the complex ecosystems of apps have made the evolution of standard rating / measurement metric very difficult. Considering the lack of any standard measurement metrics, performance becomes a key metric and with ad2campaign, now brands will know what’s working for them. As paid media is getting more & more programmatic, ad2campaign will enable it by allowing real time optimization. We will be able to plan and place campaigns across multiple publishers, ad networks, apps and ad exchanges, for any TG with much greater efficiencies. ad2campaign brings authenticity to campaign metrics, hence building confidence on the medium & enabling performance led deals. It also brings transparency to the way mobile media is managed, thus allowing the market to grow with the right fundamentals in place.”

    With these and many more benefits, ad2c will continue to bolster the platform with newer features keeping to a mobile first approach and endeavour to deliver a best in class solution for the mobile marketing ecosystem.

  • ad2c sets up shop in Indonesia

    ad2c sets up shop in Indonesia

    MUMBAI: Full service mobile advertising and marketing agency ad2c has expanded its South East Asia operations with the launch of its Indonesia office.

    The joint venture between Singapore headquartered Affle Group and D2C INC of Japan was launched in India one year ago with the acquisition of mobile marketing agency MobiMasta.

    The launch of ad2c in Indonesia comes at a time when the region is experiencing a significant increase in the penetration of smart devices. The mobile phone has become a core device through which consumers receive information and stay connected. This presents a significant opportunity for brands to reach out to consumers but the key challenge is how to do so in a creative, engaging and interactive way.

    The marketing and advertising industry in Indonesia has been experiencing steady growth over the years that has extended from traditional avenues to online and social media platforms. Indonesia has a mobile penetration rate of 80 per cent and boasts the region‘s largest smartphone market. As it stands, 50 per cent of internet users in Indonesia access the web through their mobile devices and this figure is set to grow. With the increasing use of smart devices in Indonesia, the country‘s mobile advertising spend is expected to reach $100 million by 2015.

    ad2c India cofounder and managing director Madan Sanglikar said, “My team and I are delighted to have gotten off to a great start in Indonesia. There is a very high level of acceptance for our specialism amongst colleagues from the Indonesian marketing industry. We are committed to providing innovative, engaging, result oriented strategies to brand owners and our agency partners in the region. In addition to our marketing services, our unique campaign management platform, ad2campaign, will be very useful for brand owners. We will be able to plan and place campaigns across multiple publishers, ad networks, apps and ad exchanges, for any TG with much greater efficiencies.”

    Affle Group and ad2c founder and chairman Anuj Khanna Sohum said, “ad2c‘s launch in Indonesia opens a new chapter for Affle Group. Launching our second company in Indonesia is a sign of our deep commitment to this very exciting market. Mobile industry will play an important role in the economic and social development of the country, as has been witnessed in other developing markets. We will certainly play our part in bolstering the mobile economy in Indonesia.”

    D2C Inc CEO Takayuki Hoshuyama said, “We are delighted to see the growth registered by ad2c in its very first year and congratulate them for opening up their South East Asia operations. In Japan we have been through the cycle, which consumers and brands are experiencing in Indonesia and other SEA markets. From D2C Inc.‘s experience we feel super-specialist companies like ad2c can play an important role of a catalyst in improving experiences on mobile both for consumers and brands alike. It is wonderful for the industry and great for consumers.”

  • ad2c makes two senior level appointments

    MUMBAI: ad2c, provider of advanced mobile marketing and innovative solutions for the Indian market, has appointed Harish Nair as chief strategy officer and Pradeep AJ as the business director.

    ad2c CEO Madan Sanglikar said, “We are very excited about welcoming Harish and Pradeep on board. Their vast experience and expertise in digital arena will help us in delivering superior innovations and solutions. They will play a key role in strengthening and anchoring the digital proficiency of ad2c in India. ”

    As the chief strategy officer, Nair’s mandate is to help brands improve the quality of their conversations with their audience with mobile at the core of the communications strategy.

    Nair said, “My effort will be to utilise my skills and knowledge in forging a strong and formidable foundation for the digital squad at ad2c to guarantee a significant improvement in the way brands interact with their audience. ”

    Pradeep’s mandate is to grow the digital business in South India while positioning mobile as the core offering for advertisers.

    Pradeep added, “I firmly believe that mobile marketing is moving towards the pinnacle, and as a part of ad2c team I will ensure that we are the leaders riding this digital nimbus.”

    Nair comes in with a decade of experience in the digital arena. His last stint was with Mindshare as partner – invention. He started his digital journey with BOTW, a self-styled start-up.

    Pradeep started his career with digital B2B startups in 2002, while working at Jobstreet.com and Dice.com, managing sales and marketing for their India operations. In 2008, he joined Mindshare to manage the digital media practice for brands from various sectors like Beverages, Fashion and IT.

  • Madan Sanglikar joins AD2C as CEO

    Madan Sanglikar joins AD2C as CEO

    MUMBAI: Madan Sanglikar has joined AD2C, a digital media start up as its CEO. He was earlier principal partner invention at Mindshare India.

    AD2C is gearing for a big launch in India in a few months.

    Sanglikar brings over 16 years of media industry experience to the company. He comes to AD2C after spending over nine years at Mindshare, having worked on some digitally active advertisers and played an important part in evangelising the medium and recruiting the best talent.

    Prior to working with the Mindshare, Sanglikar has worked with Starcom Worldwide, Mediaturf, Sify and The Times Group.

    Sanglikar is also on the advisory board of AdTech and Vizisense and has been active on various Internet and Mobile Association committees.

  • Madan Sanglikar bids adieu to Mindshare

    Madan Sanglikar bids adieu to Mindshare

    MUMBAI: Mindshare India principal partner, invention Madan Sanglikar has decided to call it a day. He had been with the company for four years and six months.

    Speaking to indiantelevision.com, Sanglikar said, “It‘s been a fantastic journey and I have learnt a lot.” He refrained from commenting upon his future plans as of now.

    Sanglikar started off his career in 1995 and has worked for firms like Mediaturf, Sify, Starcom Worldwide and GroupM Media India.

    He has played a key role in setting up a new age digital media team for Mindshare India keeping the paid, owned and earned ecosystem in mind. His total experience in the digital space spans around 11 years.