IMPACT Annv Spl: R Gowthaman’s checklist while making a media pitch
R Gowthaman, Leader, Mindshare South Asia lists the seven things agencies can’t ignore while making a media pitch to a client.
R Gowthaman, Leader, Mindshare South Asia lists the seven things agencies can’t ignore while making a media pitch to a client.
Product – At the end of the day, you are as good as your product. While each agency will have their own tools and techniques, it is imperative that these tools are put to good use to demonstrate that they are indeed working and more so, working in context to the client’s brands and business needs. There are a broad range of products and services that an agency can put in front of the client – across Business Understanding, Consumer Understanding and Execution Excellence, Real Time Campaign Management and Business Intelligence. Don’t want to give a plug on Mindshare, but I am compelled to say that our value exchange framework puts this in a nice and detailed wire-map, giving our clients a complete suite of tools and techniques that can be beneficial to them.
Price – At the core of our service is the price efficiency we bring to our client. The efficiency that helps their bottomline. A&P is one of the most questioned investment/ expenditure in any balance sheet. It is of paramount importance that the price is just right and in fact the best a client can get at that point of time. This is exactly where the size matters. And at the same time, micro-planning efficiencies on day-to-day management of the plans are equally important. While the product helps in getting the strategy right, price helps in getting the execution right. As media gets more and more fragmented, the onus is on the agency to be abreast of all the developments and to be on top of the dynamic nature of the business to deliver 24x7 control on the investment/expenditure of a client’s marketing plans.
People – We are in the people’s business. The nature of our business is so people dependent, that more often than not, the passion for brands, the commitment to be on top of the situation, being observant of the market development and the urge to be on top of the competition can more than offset the other two Ps mentioned above. And committing the right talent to the client depending on their needs is absolutely important. Not all talent can work with all clients. We need to customise the talent to the right needs of the client.
Process – A brilliant execution of a not-so-good strategy is far better than a brilliant strategy poorly executed. Execution is strategy in our business. And for good execution, a world class process is necessary and important. State of the art back-end system, quick response time to course-correct activities and a system that manages and informs all the stakeholders on an ongoing basis is very vital. With the number of transactions per day increasing day by day and with more media options coming in with varied trading terms and success/delivery metrics, it is absolutely important that we provide the best process to our clients that improves the efficiency of the delivery big time. In my experience, process efficiency can itself provide 10-15% advantage in the marketplace.
Technology – Ours is a data heavy business. We deal with multiple streams of data – both slow-moving and fast-moving. Data is the new oil. An agency should be able to harness the data and help the client infer these to aid them in their decision-making. Media agencies are well positioned to be the main pipe through which all data can flow through to the clients. And for this, we need superior technology that provides data inferences in a smart and beautiful way. This is absolutely critical going forward. An agency which is not investing in technology is sure to lag behind in the times to come. And I am absolutely delighted to say that we are at the forefront on the investments we are making in this area.
Terms – Very often, we are called ‘buying agencies’. While we do buy media, it is important to note that most of our fraternity is involved in the entire marketing process and our terms of engagement with the client should reflect that. I really get very troubled when we are called the buying agency. In fact, I am worried on both these terms–buying as well as agency–actually we are not agents, we do much more than that. And in most cases, our terms should also reflect the same where we are measured for our efforts that deliver outcomes on brands and not just mere intermediary outputs like GRPs, Reach and Frequency. I am reasonably sure and safe to say that our fraternity in India is far ahead of just being “buying agencies”.
Trust – This is a value that we stand for. Our clients come first and we should demonstrate the same internally and to our clients as well. Only when the clients trust us is there value in the equation. Otherwise, this business can go down just being absolutely transactional and relegate itself to being just a vendor. We believe we should be the trusted business partner to our client. Mindshare believes in this philosophy to the last bone in its ecosystem. We will live and die for our brands and build trust, so that our clients celebrate our partnership.
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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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