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  • Twitter names American Express’ Leslie Berland as CMO

    Twitter names American Express’ Leslie Berland as CMO

    MUMBAI: Social networking site Twitter has named American Express EVP – global advertising, marketing & digital partnerships Leslie Berland as its chief marketing officer (CMO).

     
    On her appointment, Twitter CEO Jack Dorsey tweeted, “Welcoming @leslieberland to Twitter! She will join as our CMO to help tell the stories of our iconic product!”

     

    To which, Berland replied, “Thanks @Jack! Excited to join you and the amazing teams to bring to life the power, uniqueness and magic of Twitter!”

     

    On joining the company, Berland said, “Twitter is a service like no other. It has and continues to change the world, shaping how we communicate and connect, how we’re entertained, informed and inspired. It represents everything that’s relevant at each and every moment – to me, there’s nothing more powerful. I’m thrilled to have the opportunity to work with Jack and the Twitter teams to bring the magic of Twitter to life, broaden its reach, and deepen its impact as the company enters this incredibly exciting new chapter.”

     

    Berland will be responsible for the company’s global consumer, product, and sales marketing.

     

    Having worked at American Express since 2005, she led a global team responsible for creating marketplace demand and driving commerce through differentiated and innovative products, marketing and customer experiences globally.

     

    As a member of the company’s global management team, Berland oversaw advertising, media, sponsorships, content, brand identity and digital partnerships for the enterprise. Under Berland’s leadership, American Express forged relationships and created first-ever marketing and digital experiences with partners like Apple, McDonald’s, Uber, TripAdvisor, VeriFone, Twitter, Samsung, Foursquare, Facebook, Jawbone and Google. 

     

    During her tenure at American Express, Berland played a critical role in creating the company’s first social media strategies and presences, and led the social media partnerships and strategy for the first Small Business Saturday.

     

    A two-time recipient of the American Express Chairman’s Award for Innovation, Berland also provided strategic guidance to the American Express executive team and was a trusted advisor to numerous corporate partners of American Express on their brand, social media and digital endeavors.

     
    Prior to American Express, Berland led PR and online communications strategies for global brands on the agency side.

  • OMG launches first Instagram self-serve ad campaigns in Oz

    OMG launches first Instagram self-serve ad campaigns in Oz

    MUMBAI: Over the last four weeks Omnicom Media Group has successfully launched and delivered the first two Instagram self-serve advertising campaigns in the Australia market, for OMD clients McDonald’s and Qantas.

     

    The McDonald’s campaign was the first Instagram self-serve campaign delivered outside of North America. Launching with immersive placement of video ad formats, overlaid with Facebook targeting signals, it delivered strong cost per view efficiencies.

     

    Qantas followed by testing the waters with Mobile App Install ad formats. By supplying creative content to drive installs and targeting relevant customers who would benefit from using the app on Android or iOS devices they have been able to drive efficient results very early on in the campaign.

     

    As one of the fastest growing social networks, Instagram delivers high impact placements targeting the right audiences in a space where they spend a huge amount of time, with the majority of the audience logging in via mobile.  

     

    Accuen, a wholly owned Omnicom Media group business unit housing media acquisition platforms; has been working closely with Instagram to test all available advertising formats and functionalities, and expect to see major developments in the product offering and analytics functionalities over Q4.

     

    Accuen ANZ managing director Paul Shepherd said, “This is key example of innovative work delivered on behalf of clients, which illustrates the great working relationship we have with our clients and partners, McDonald’s, Qantas, Instagram and Sales Force.”

     

    Shepherd added, “We have seen mass interest from clients across the group on how they can utilise Instagram moving forward as part of their digital strategies. It is great credit to our social marketing specialists Lucine Keverian and her team, who continue to deliver ground breaking expertise for our clients in this emerging media channel.”

     

    Instagram Australia and New Zealand brand development lead Sophie Blachford said, “It’s a really exciting time for Instagram ads in Australia. We’ve spent the last 10 months working with clients to establish Instagram as a strong platform that drives branding success at the top of the funnel. With the Instagram ads API being enabled this will now help us make ads more relevant to the community, serve more diverse business objectives and make buying on the platform easier for advertisers.”

     

    “OMD, Accuen, Qantas and McDonald’s have brought great experience into this beta phase new world of Instagram advertising. They are already gaining learnings testing some of the new action oriented formats, layering on Facebook targeting options such as geo location by State or custom audiences, and along with Salesforce are a key component in the evolution of ads on the platform as we look to a wider roll out in the comings weeks and months,” Blachford added.

  • Home cooked food at click of a button…

    Home cooked food at click of a button…

    MUMBAI: Food is emerging as one of the most interesting territory in the online business world (e-commerce). If international brands like Dominos, McDonald’s and Pizza Hut amongst others had expectations of running a monopoly when it came to home delivery or accepting orders online, they must rethink and re-strategize. One who stays out of home misses home cooked food, or food cooked by home chef and it is this consumer behaviour which has laid the foundation stone for the startup Cyberchef.

     

    Just after completing her Masters in Marketing and Strategy from Warwick Business School Neha Puri (CEO and founder) teamed up with her brother Anuj Puri to start Cyberchef.

     

    The concept of Cyberchef is different than the local tiffin service providers as it delivers food, selected online by customers and then prepared by home chefs at their residency, which then is handpicked by the venture and delivered at the customers’ doorstep. Based on the demand placed by customers, orders are given to these home chefs, who then have adequate time to prepare the meal.

     

    The venture started its operation in Gurgaon and has so far roped in 55 home chefs who prepare different cuisines on a daily basis. Launched a month back, the startup delivers more than 450 orders per week in Delhi-NCR.  

     

    Speaking to Indiantelevision.com Neha Puri says, “We have a number of repeat customers which proves that they are satisfied with our service and that’s a huge encouragement for us.”

     

    In terms of marketing strategy, flyers and road shows are the areas where the venture aspires to explore. Cyberchef has already organised number of road shows in NCR to generate awareness. Apart from that it has associated with many grocery joints to explore joint marketing opportunities.

     

    Hygiene and quality of food are the major criterion for a chef to be a part of Cyberchef. “We are very particular about hygiene factor, so before roping in any chef we visit their house and inspect the cooking arena. Also we do surprise visits and chefs are aware of that so they always keep it clean and tidy. Chefs don’t need to have any professional training or certificates. What they need is just the culinary art needs to be accepted by customers,” asserts Puri.

     

    The venture follows a 60-40 revenue model where 60 per cent goes to the chefs and 40 per cent comes to the organisation. For now sales is the only source of revenue for Cyberchef. “With the help of our marketing we want to enhance our sales, also rope in corporate contracts where we will be serving orders to mass. We have already started party orders where we take bulk orders for party.”

     

    The venture has expansion in its pipeline and Mumbai and Pune are the locations they are targeting. “We already have 20 chefs registered with us in Mumbai and we are getting more entries, Mumbai is next and then we will go to Pune once the monsoon settles. Post that we are looking towards Bengaluru. We sense good opportunities in all these places. In the next two years, I want Cyberchef to be a leader in the food space and have presence in over six cities,” Puri concludes.      

  • Leo Burnett urges people to go offline in new McDonald’s campaign

    Leo Burnett urges people to go offline in new McDonald’s campaign

    MUMBAI: Leo Burnett has launched a new campaign inviting people to share some offline moments at McDonald’s. The campaign urges people to take a break from the online world and share “quality offline moments” at McDonald’s over its newly launched sharing packs for two, three and more, across stores in India.

     

    McDonald’s director, marketing and digital (West and South) Kedar Teny said, “With internet enabled smart-phones in our hands, it is a fact that most of us are distracted. Our new campaign takes this simple insight and urges people to take a small break from the online world to share happy moments in the real world. Simply put we want to start a conversation and a movement amongst our customers by nudging them to go #KuchPalOffline with a simple act of flip to share rather than click to share.”

     

    Leo Burnett chief creative officer Raj Deepak Das added, “With #KuchPalOffline, we are hoping to start a movement where we all would increasingly give due importance to sharing real life experiences offline. The idea is to stay away from the Internet and the world of technology for a while. It is something everyone thinks but fails to execute. #KuchPalOffline effectively addresses this issue and highlights how McDonald’s can deliver real life experiences with its new offering – the sharing packs for two, three and more, across stores in India.”

     

    “Through a simple and effective mnemonic like flipping the phone upside down, the campaign aims to remind people that the power of balancing the online and the offline worlds is in their own hands. This is a philosophy, which we have brought to life across mediums including in-store, through various real-time and engaging acts,” said Leo Burnett vice president planning Hitesh Mehta.

     

    CREDITS:

    Client: McDonald’s India

    Agency: Leo Burnett

    Chief Creative Officer: Raj Deepak Das

    ECDs: Sachin Kamble and Prajato Guha Thakurta

    Creative: Sujit Sawant, Qainat Mansoor, Manas Keer, Vaibhav Patil, Siddharth Kalro

    Planning: Hitesh Mehta (Vice President), Divya Agrawal

    Account Management:  Abhishek Jha (Brand Partner), Supriya Bhasin (Brand Director), Sayantan Bhattacharya, Aditya Atre, Pratik Adhikari

    Production House: Bubblewrap Films

    Director: Suresh Triveni

    Producer: Ketaki Guhagarkar

     

  • McDonald’s India appoints Kedar Teny as marketing and digital director

    McDonald’s India appoints Kedar Teny as marketing and digital director

    MUMBAI: Hardcastle Restaurants Private Limited (HRPL), a master franchisee for west & south India operations of McDonald’s and a subsidiary of Westlife Development, has announced the appointment of Kedar Teny as director-marketing and digital.

     

    Teny’s primary responsibility will be to spearhead and shape the marketing agenda for the brand across consumer engagement platforms and he will directly report to McDonald’s India (west & south) MD Smita Jatia.

     

    Speaking on the new appointment, Jatia said, “We have strengthened our senior management team with the appointment of Kedar Teny as director –marketing and digital. As we make a coordinated and concerted push to augment our status as an innovator and disruptor in the QSR industry, Kedar’s immense creativity and strategic thinking will help strengthen the McDonald’s position in the market.”

     

    “Kedar is joining us at a hugely exciting time. With the expansion of new communications channels and developments across our growing product mix, he will be instrumental in leading and developing successful multi-channel marketing solutions in a fast paced and competitive digital environment,” she added.

     

    Teny began his career with iB&W in 1997 as a Management Trainee and has almost seventeen year of experience in the field of brand management, strategic planning, and advertising. After iB&W, he joined Lowe Worldwide, one of the leading advertising agencies as account executive in 1999. He has also worked on many iconic brands at Lowe Worldwide in India and South East Asia, and thereon made the shift to marketing at Airtel and then Unilever.

     

    A music aficionado and a cricket enthusiast, Teny holds a masters in business administration, with a specialisation in marketing, from the Institute of Management Studies, Indore.

  • 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.”

  • RAPP India launches McDonalds Royale Burger through McDElections campaign

    RAPP India launches McDonalds Royale Burger through McDElections campaign

    MUMBAI: McDonald’s and RAPP India have recently launched the #McDElections campaign for the launch of two premium burgers – the Grilled Chicken Royale and the McPaneer Royale, in their menu.

     

    Phase 1 of the campaign kicked off with all the McDonald’s foods seemingly electing the leader amongst their candidates. The cast included a number of participating candidate burgers each with an interesting personification and McDonald’s foods that play their supporters. With the just to be launched Royale Burger duo threatening to sweep the polls.

     

    Each of the candidates had a manifesto (on www.mcdelections.in) that was designed to help them win the McDElections in the light of the threat from the new Royale Burger Duo. The prelaunch viral video, done for Phase 1, mimics a classic TV interview of two of the candidates McSpicy Paneer and Chicken Maharaja Mac.

     

    Facebook posts and banners set up the context of the McDElections with the candidates and their supporter foods all campaigning for victory.
    But the inevitable happens, and the Royale Burger Duo wins the McDElections and forms the McDSenate. And the campaign moves to phase 2.

     

    The Phase 2 Viral video (https://www.youtube.com/watch?v=MoJMVxrH8wI) had the first interview of the Royal Burger Duo after they swept into power. The Royale Duo talk about their manifesto and the many “Right to Taste” bills that they intend to pass like ‘Burgers must be eaten with two hands’ and how one should enjoy eating a burger like a king, and savour each bite. But even as they have come into power the voices of dissent can be heard and the Chicken Maharajah Mac and the Spicy Front are quite vocal about the fact that they will either give the Royale Duo a tough time from the opposition or skeptical about how long the Royale Duo will last in Power.

    Two interesting aspects of this campaign are the Breaking News section and the Twitter campaign.

     

    The Breaking News section which constantly refreshed captured the action in the McDElections eg – ‘McVeggie Burger calls for all Veggies to unite in a bid to fend off the Royale Challenge’ or ‘Royale Duo mobbed in Mumbai’. It also got featured on Facebook and on www.mcdelections.in
    The twitter campaign drew inspiration from the action in the Lok Sabha Elections using #mcdelections tweets crafted around real life stories of the current elections.

     

    The latest from McDonald’s India is the ‘Know Your Royale Burger’ contest to check how well the people know their Royale Burgers. There will be 40 lucky winners announced everyday, who can win their Royale burger vouchers.

     

    The McDonald’s India Twitter handle (@mcdonaldsindia) will also launch the ‘Right To Taste (RTT)’ and many more exciting competitions shortly.
    Says Rameet Arora, Senior Director Marketing & Menu Management, McDonalds India “Capturing the mood of the customer and the buzz in the air is always a trick that elevates campaigns and gives them life. The McDelection campaign did just that! The Royale burgers launch got a fitting launch platform through this highly engaging and interactive digital campaign”.

     

    Says Venkat Mallik, President RAPP India, “The McDElections campaign has provided us with a fantastic platform that helps us set up the food value of current and new Royale Burgers from McDonald’s mixed in with the spice that the election brings in. The wide cast of characters with 7 candidates and many supporters has helped us build a property which can potentially go on for a really long time ahead. The campaign lends itself extremely well to all parts of the digital landscape and we have used Facebook, Viral Videos, Youtube, a Microsite, Twitter and Banners”

  • McDonald’s, the marketer of the year

    McDonald’s, the marketer of the year

    MUMBAI: Winning a Cannes Lions is every brands and agency’s ultimate vision. And, for McDonald’s it has been a common phenomenon.

     

    Since 1979, it has won 77 Lions and this year, it has been made the Marketer of the Year by Cannes Lions International Festival of Creativity.

     

    The award is presented to ‘brands that have distinguished themselves by inspiring innovative marketing of their products worldwide across multiple platforms and who embrace and encourage creativity in their brand communications produced by their agencies’.

     

    Lions Festivals CEO Philip Thomas said, “McDonald’s consistently places creativity at the heart of its advertising and communications, and that has resulted in the brand receiving many Lions at the Cannes Festival. McDonald’s and its agencies have taken creative risks to produce meaningful work, and they see award-winning content earning higher returns – a success story that will, we hope, inspire other brands. We look forward to congratulating the team from McDonald’s by presenting this very important Creative Marketer of the Year Award in Cannes.”

     

    The award will be presented to McDonald’s on 21 June in the Palais des Festivals, Cannes, France.

     

    McDonald’s senior executive vice president and global chief brand officer Steve Easterbrook says, “McDonald’s is honoured to be named Creative Marketer of the Year. This award recognises the enduring and inspiring relationships we have with our agencies around the world. It’s a nod to our creative heritage and the power of the brand to connect with customers around the world with a local accent. Our restless energy moves us to uncover new ideas, and pursue excellence in insight, positioning, idea and craft. The honour of winning Creative Marketer of the Year at Cannes Lions recognises the hard work of many people throughout the McDonald’s system.”

     

    Last year, the award was presented to Coca-Cola.

  • Westlife development rings in a new era for company’s investors

    Westlife development rings in a new era for company’s investors

    Mumbai, August 27, 2013: Mr B L Jatia, Chairman of Westlife Development Limited, a company listed on the Bombay Stock Exchange (BSE: 505533), today sounded the bell at the start of the trading session. The ringing of the bell marked the increased opportunity for Indian investors to participate in the scrip following the consolidation of group companies and consequent expansion of the equity base to 15 crore shares.
    The Bell Ringing ceremony was held in the presence of Mr Ashishkumar Chauhan, MD & CEO, BSE, Mr Siddharth Mehta, Founder & CEO, Bay Capital, Mr. Dharmesh Mehta, Managing Director – Institutional Equities, Axis Capital and Mr Sonal Jain, Country Head India, CLSA.
    As a result of the consolidation of group companies, Hardcastle Restaurants Private Limited (HRPL), a Master Franchisee for west & south India operations of McDonald’s Restaurants, is now a direct subsidiary of Westlife Development Limited (WDL).
    Speaking at the Bell Ringing ceremony, Mr. Amit Jatia, Vice-Chairman of Westlife Development Limited said, “ This is a momentous day and hour for Westlife Development and I am proud to bring to Indian investors an opportunity to share in the future in India of the world’s most famous brand, McDonald’s. There has been a huge demand for Westlife shares ever since we submitted the scheme to the Court. From today, interested investors will be able to actively participate in the company through a much larger base of available shares.”
    “The consolidation of our companies under Westlife Development opens up options for us to accelerate our growth plans for expanding McDonald’s restaurants in west and south India. The consolidation will also open up opportunities for the India market to invest in the growth of the McDonald’s Franchisee, HRPL, through Westlife Development. We have an outstanding brand and an aligned system that makes us uniquely well-positioned to benefit from the available growth opportunities.”
    The consolidation of B.L. Jatia group companies, HRPL (through its majority shareholder, Triple A Foods), and Westpoint Leisureparks Pvt. Ltd (majority shareholder of Triple A Foods), under Westlife Development Limited was completed recently. The B.L. Jatia family holds majority ownership in these companies.

  • Goafest 2013: The Amir Kassaei manifesto on clients, digital and creativity

    VARCA,GOA: Digital is not is not a media; it is not even a channel; it is the new infrastructure of the world, believes DDB Worldwide chief creative officer Amir Kassaei, a speaker at the Goafest 2013.

    “Digital is the electricity of the 21st century. In the next 15-20 years everything that can be connected will be connected. This will completely change the way we work, communicate, get information or get entertainment. The way we innovate, or collaborate, the way we do business or define quality, usage, design.”

    According to Kassaei digital can be used as a tool but a marketershould not confuse it with an idea. Technology cannot replace an
    idea,a marketer will always need that “idea”. One should make technology a device to implement an idea. Use digital infrastructure to come up with an idea that produces a brand experience in a completely different way than the way it was. Also, one must remember to keep the idea simple.

    “Creativity is “effectiveness.” It lies in producing results,” Kassaei highlighted. He went on to stress that if a creative person thinks that he is an artist, he is probably in the wrong business. A creative person is the one who proves to his client that his solution is the best and can provide the desired results.

    Talking further on the aspect of problem solving, he mentioned that in order to solve a problem one needs to define it correctly – whether it is awareness, brand loyalty or something else. It helps one to be more effective and more creative.

    In his opinion, one can never ever be in the advertising business alone.

    Explaining his statement he says, “We are in the business of making the product, services of the brand of our clients relevant. That‘s the business we are in. The goal should be to use your creative talent to help your client and change the world for your client.”

    Kassaei illustrated the importance of a brand‘s relationship with the consumer. He said that a marketer should start to see the people who are out there not as a grey mass or some defined target groups but as ‘friends.‘

    “We should look at them and ask ourselves what can we do for them to make their life better, easier, more efficient and beautiful? What do they really need in their lives? What could help them to overcome a bad situation? How can we start to build for them something that they will recognise as something with a meaning?,” says he.” By thinking that way everything will change. Because your goals are suddenly not numbers, sales figures or market share but to produce value, to develop goodness.”

    He accentuated on the fact that a brand is the sum of all the experiences that one has. A marketer as a brand has many responsibilities. “If you are promising happiness you should deliver happiness. If you are promising freedom, you should deliver freedom. I am not talking about disrupting your business but I am talking about how you can expand and also change the life of the people,” explains Kaasaei.” People will find out if you are not being truthful to them. They become very skeptical about wrong promises, about the false values and starting to rethink for themselves what is important and what not. They start to redefine value, wealth, meaning and happiness.”

    He pointed that the best advertising does not look like advertising.

    He gave an example of McDonald‘s train station campaign. On the right side of the train‘s schedule at the station, it mentioned the amount of time left for a train to arrive and what a consumer can order from McDonald‘s, and yet punctually get on the train.

    People don‘t want to be involved in advertising. They are interested in what‘s interesting and that‘s what the marketers have to develop, he expressed.

    “Also, the marketer needs to create relevance and not just awareness because if he is not relevant, awareness will mean nothing”, he concluded.