Festival of Media 2009: There’d be measurement going forward - Havas’ Fernando Rodes Vila
The Festival of Media organisers ensured a day packed with sessions and speakers as the Festival began full-fledged on April 20, 2009. The opening speaker for the discussion was Fernando Rodes Vila, CEO, Havas Worldwide. Rodes Villa and a battery of speakers that followed deliberated on all the aspects that were leading the transition of the global media industry.
It is an era of change and the media industry, much like any other domain that has been touched by the economic environment, is undergoing transition. And this was the theme of discussions at the third year of the Festival of Media that is held in Valencia this year.
Fernando Rodes Vila, CEO, Havas Worldwide, opened the discussions this year, and spoke to the audience on the changes that were emerging in the media industry with the global meltdown in the backdrop. He took the audience through some of the confusions that various industry leaders were facing on whether to invest in the business, given the cash crunch situation, or wait.
Despite all the problems that Rodes Vila pointed out, and the impact of that in slowing down the movement of funds from the spending and investing end, he was optimistic on the road ahead. He said, “There definitely would be measurement going forward --- even something like how much are we giving to our consumers, and of what, too would be measured.”
For him, the road ahead has to be about simplicity. Some of the changes that he enlisted were about moving from just intuition to technology, rigour, intelligence and intuition, all of which he sees as serious impact on the industry. He said, “Our industry is on communication, and communication is all about sharing. Even in these tough times, we have to help people share. It was never so complicated to build a brand, and this would last for a while, but after that we are very optimistic on the transition that this industry is seeing.”
Analog dollars to digital pennies: Jean-Charles Decaux on the new OOH
JCDecaux’ Co-CEO Jean-Charles Decaux confessed that he could have rambled on the subject of out of home, and the transition that this industry was seeing, had it not been for the time constraint of the session. Decaux had assembled an interesting presentation that gave a fair insight on the kind of growth that technology had lent to OOH, and the potential that this medium held in increasing proximity with the upward mobile audiences.
Decaux quoted statistics to show that 51 pc of worldwide population today was in urban areas, and that the time spent, across target groups, on OOH had increased dramatically. He spoke of the ‘hypermobile’ generation which has now become the natural target for OOH. The one challenge that that poses is for outdoor to be innovative. He took the audience through various examples where creativity, design and the constant need to change and evolve demonstrated how tough it could be to be oldest media.”
He said, “There are four key aspects here -- Digital force, covering brand image, media strategy, innovation and relation marketing. In the wake of these, there are new time related opportunities in media planning; contextualised sponsor services, interactivity and added value for brands that have come in.”
The key point was to creating value by engaging a relation with consumers and the big question was how to monetise it. He also cautioned that even as digital migration required heavy investment, what was required was a stable business model, followed by selective investment. Relevant content had to be brought in, and the road ahead was about mass media moving to target group media.
Analog dollars - digital pounds: Brazil’s Anco Saraiva on how it is done
Many in the audience were waiting to hear Brazil based Globo Television’s Marketing Director Anco Saraiva had to say. Saraiva was there to Giving give a perspective on the growing BRIC economy but it was the unique model in which Brazil operated in that had the interests of many piqued.
The market model in Brazil allows the operation of only the “full-service” agencies and not of media services. By nature, the model allowed media owners a unique power in the market. Saraiva didn’t delve much on that during the presentation but explained at the sidelines that the media networks in the market were strong and that they worked well with the full-service agencies. For him, the system worked well for a market like Brazil.
In his presentation, he took the audience through the diverse kind of content that was coming from the market, and stressed on the need for good content to make any connect with the consumer on any level.
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TOP STORIES
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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