‘Advertising is about two ears and one mouth – in that order’
It was an exciting day at exchange4media to have two international advertising stalwarts – Jack Klues and David Kenny – guest edit the website and interact with the team here on April 2, 2009. Both have been keenly following the Indian market for long and have some very interesting observations to share about the Indian market as well as the global scenario.
It was an exciting day at exchange4media to have two international advertising
stalwarts - Jack Klues and David Kenny - guest edit the website and interact
with the team here on April 2, 2009. Both have been keenly following the Indian
market for long and have some very interesting observations to share about the
Indian market as well as the global scenario.
Starting off the interaction with the team here, David Kenny, Managing Partner, VivaKi, said, "The world was becoming more complicated with the individual wanting to have the individual media, individual expression, individual community and individual sources of communication, individual ways to entertain themselves and individual dialects and language. And at the same time there are so many more ways to communicate."
He added, "We think, therefore, the whole world of advertising has to change - not to be creative in media, but to actually start with people even before products to serve the people. And our goal in VivaKi is to bring the tools so we can understand people better, understand their families, understand what communities they belonged to, how they entertained themselves, where they get their information, how they educate themselves, what they love and what they don't. That determines the media that they are using, and after that you decide what is useful to them."
"And increasingly, and even in the digital world, we see search growing faster than display because it is the place where the person has the most control, and what we really want to do is provide more service to people," Kenny added.
According to him, "The global economy has had a big problem that itself is caused by advertising, because in some parts of the world, people were encouraged to spend more than they make, and this caused a kind of problem. I think that needs to change. There is no way we can keep doing that. If we can change it, then we can only give people things they need and they want, and we have to really know the people and then bring the products to them."
Jack Klues, Managing Partner, VivaKi, added here, "Last time when I was here to introduce IMX, I remember saying that in a market where GroupM is obviously so sizeable, probably the obvious decision for us to be a challenger brand to redefine the dimensions of scale and that our relationship was going to be different with the media owners. And now, roughly two years later - and little did I know what VivaKi was going to be - Vivaki is in that same spirit, it is also redefining scale as a challenger and creating win-win deal structures for media owners, but our hope is to create opportunities between our clients, facilitators, having a role in media owners to where I think we will use the scale we have as a basis for that relationship - it's going to show in different ways, and hopefully will show across platforms, which is another principle that David and I believe strongly in. So, I think we are still on that redefinition of scale and I think it is an even more interesting perspective than what it was when I was here a couple of years ago."
Posing a question to the distinguished visitors, Amit Agnihotri, Co-founder and Director, exchange4media, asked, "The traditional advertising planning process started with a brief from the client, then it went on to servicing, the creative and then it landed on the media planner's or buyer's desk. You have obviously turned the pyramid upside down. Whatever we have seen that works in advertising is 'the Big Idea'. Does this approach allow you, where you've got the numbers first, as in the media is presenting the numbers, and creatives coming in later, is there a conflict?"
Kenny replied, "In order to turn upside down, we had to know how people are feeling. We are starting with a real, visceral, emotional, understanding of people before we get to our own efforts about the media. We have built such a tool that actually starts with personal media, with blogs, we are listening to what people care about, which is a big change for us in everything that we think. We are not so much of big believers in that 'Big Idea' and I think what you are describing is a little rejection of our plan. People want something that is a little more personal and we believe we have to actually create big brands from lots of focused relevant ideas. We are trying to create relevance."
He added, "In the current industry structure there is too much advertising today, take for example television, where there are something like 18 minutes of advertising per hour of programming, people can't absorb it. So, we want to be more relevant. Small and more valuable interactions are much better than mass. So, we want to find the relevant ideas and then get enough relevant people to create that market share."
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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