NEW YORK (AdAge.com) -- AtmosphereBBDO, the digital arm of Omnicom Group's BBDO North America, wants to sharpen how it interprets consumer behavior. So it's tapped Sue Davidson, 34, as director-strategy and analytics, a position created to accommodate the growing impact of consumer insights on online creative campaigns.
Before coming to Atmosphere, Ms. Davidson worked at Publicis' Digitas, where she led digital-strategy development on the General Motors business. At Atmosphere, Ms. Davidson will implement analytics that evaluate the effectiveness of marketing campaigns.
Ad Age: Tell us about your new position.
Ms. Davidson: My role at Atmosphere is really about integrating business strategy and actual data-driven insights into Atmosphere's creative. You can make great creative perform even better by asking the right questions and incorporating the right insights from your customer base or your previous campaign. So BBDO is all about the work, the work, the work. Atmosphere is all about the work, the work that works. And the strategy and analytics capability will really make us more accountable to our clients because we can show on the back end what the value of the creative we're doing really is.
Ad Age: What types of analytics are you hoping to incorporate specifically?
Ms. Davidson: The strategy piece comes into place when you start with your business or marketing objectives before a campaign or program is designed. So traditionally marketers say, "I want to do an online promotion," but what we'd really like marketers to say is, "We want to generate 10,000 leads or increase brand awareness to 90%," and then these objectives should actually inform the media and create a strategy. So more marketers and their agency partners should really do a reality check and evaluate the program ideas with the lens of: "Is this program the right thing to do to reach my objectives?"
The strategy coupled with the analytics kind of gives you a powerful one-two punch. You set your objectives up front, and the analytics help you make smart decisions about what to do and how to optimize your program. So it's about monitoring key metrics during your campaigns to see if you can make changes midstream to help improve performance, and then after the campaign is over, it's really about capturing best practices to make the creative smarter for the next campaign. And it really takes some of the subjectivity out of evaluating creative, which clients actually enjoy.
Ad Age: Can you think of a creative web campaign recently that has taken advantage of analytics?
Ms. Davidson: The M&M's campaign -- the official name was "Become an M&M." It leveraged the insight that today's consumer online wants to be engaged, wants to have fun. Today's consumer is about personalization and customization. So consumers went to this website and designed an M&M that looked like them. It was really viral because when you design something that resonates with you, you immediately want to get response from people.
Ad Age: Where do strategy and analytics fit into brand awareness?
Ms. Davidson: Building a brand online is probably one of the biggest challenges that a marketer today faces. Consumers are fickle online. They like things in snackable bits. They come and go in a really rapid fashion, so the challenge that marketers face can be mitigated by data. With a strategy and analytics approach, you can figure out what kind of assessment you want to make in, say, brand creative vs. more-direct, call-to-action creative. It's about making educated trade-offs with the information that you are given.
Ad Age: How do you measure engagement?
Ms. Davidson: That's a challenge, because engagement is about a brand metric -- it depends on the goals and objectives of your campaign. So some people throw out metrics like time-on-site or, if you are talking about an expandable ad, how long people are playing, but in reality, what you care about it is how the consumer walks away from the experience. So one way to definitely measure that is to do a lot of surveys. And in the online space, it's so easy to survey people and ask them their opinion.
Ad Age: Why do you think metrics are vital now for online creative?
Ms. Davidson: It's a huge trend. Analytics people that understand the online space are sort of few and far between. You can imagine the land grab that is happening now. Marketers are really demanding accountability, and this is one of the channels where they can get it on a consistent basis. CMOs are having to act more like CFOs when they report to CEOs what they are doing. So if they can walk in and say, "Here's what I got for my money from the digital side in terms of media and creative," it just goes a long way.
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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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