Is integration the way forward for media agencies?
Advertising industry experts share their insights on the WARC report learning about combining media, creative, and PR departments to garner better results
The WARC #Media100 Annual Ranking report has several lessons on media innovation that one can learn from the world’s best campaigns. One of the lessons is about the importance of media collaborations among agencies. The campaigns in the report demonstrate that combing media, creative and PR verticals right from the start improves the chances of good results. However, it is equally important that the campaign finds its own unique way of making the collaboration work. Sonali Malaviya, VP, Client Partner, India, Essence seconds the strategy, saying that “Collaborate or perish! It's no longer a choice, but a necessity.”
We at exchange4media spoke to ad industry mavens about collaboration and how that can lead to better clutter-breaking work and creative campaigns.
Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications, The Ogilvy Group, thinks that it is a good idea for different arms of the communication process to work closely through the entire journey.
Speaking about how things have changed in the industry, Chattopadhyay states, “Back in the day, there was no separation between the creative and media agencies, so feeding off of each other happened naturally and spontaneously. The PR people were also under the same roof and that helped integrate this aspect of communication seamlessly into the whole as well. Today, it requires the will of all parties concerned to make this collaborative process take place in a meaningful way.”
Sahil Shah, VP, Operations & Media-West and South WATConsult, says that the outlook that the report has drawn out is a very forward-looking foresight. “Media agencies traditionally focussed on driving maximum ROI within the minimum possible costs. While they continue to do that, there is an innate need to also focus on how they are driving the most creative message in the best strategy possible. This will only happen when media agencies change their thinking from being a ‘media’ agency to becoming a ‘solutions-driven’ agency, thereby driving a client’s core business.”
Speaking about his own experience of collaboration for launch of PayPal in India, Chattopadhyay says, “The creative and media agencies worked very closely together partly because a natural rapport already existed between the teams and partly because the client mandated it. It helped us come up with more effective solutions for the brand launch.”
In today’s world, consumers are empowered and can connect with brands across an array of platforms and so collaboration can help build a seamless narrative for a brand.
“Today, we have to build campaigns that are not only relevant to consumers but can also translate into an engaging experience which can be seeded across multiple platforms such as TV, print, digital and social media. To achieve this, agencies will have to break down fragmentation because it creates communications challenges. An integrated approach will ensure in making campaigns smarter and faster than ever before,” remarks Dheeraj Sinha, MD India and Chief Strategy Officer Leo Burnett South Asia.
Sudesh Samaria, CCO, Dentsu Webchutney, talks about the clients’ perspective and what they are opting for to generate better campaigns and results.
“Today, clients don’t care whether it's a digital or traditional agency that is taking the lead on a marketing campaign. They are seeking ideas first. All of us need to let go of the ‘control game’ and simply collaborate to build brands. Most agencies don't have the courage to give up that control. Eventually, they will have no choice,” he says.
The end result of any campaign should be that the brand message appears appropriately. It should captivate the consumers and resonate with them to bring alive the purpose for which it was created. And that can rarely be driven by one agency.
“Today, many agencies are set up with specialised offerings. While depth adds finesse to each aspect of communication, they may forget to zoom out and connect the dots between who, what, where, when and how. And collaboration is exactly the need of the hour; a collaboration that brings about the much-needed seamlessness between the message and the medium, and creates a communication to ultimately deliver brand love and preference,” opines Malaviya.
Talking about the future of advertising, Shah says, “Data and creative is of utmost importance. Either build it within your own agency; just like we have done at WATConsult; or partner with the best in the business to give clients holistic solutions. Both have its pros and cons and can go right and wrong in 100 different ways. But the fact remains that media agencies need to think integrated because consumers and marketers have already moved towards it.”
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp