It’s okay to sleep with the enemy, as agencies turn media integrators, say Sanjay Behl, Ashutosh Srivastava, Nick Waters
With a provocative title like ‘Sleeping with the enemy – Is the age of collaboration really here?’, the views could only have been insightful. Mindshare’s Ashutosh Srivastava and Aegis Media’s Nick Waters engaged in this interesting debate, with Sanjay Behl of Reliance ADA as the session chairman.
The Mumbai leg of the exchange4media Conclave 2010 was held on June 11. The annual flagship event of the exchange4media Group, the Conclave is special this year as it marked the commencement of the Group’s 10th Anniversary celebrations. The theme for the Conclave this year was ‘Rebooting the Indian media and advertising industry’. The exchange4media Conclave 2010 was presented by Dainik Jagran. CNEB was the Associate Sponsor.
In his opening address, Anurag Batra, Chairman & Editor-in-Chief, exchange4media Group, said, “We are really happy to announce the completion of 10 years of the exchange4media Group. In these 10 years, there have been several landmarks. We’ve had a tie-up with AdAge and we are launching our Marketing Awards. We are going to educate and involve all the brand owners and CMOs of the country. We have seen a lot of growth of newspapers due to the decrease in newsprint prices. We have recently launched samachar4media, a website on Hindi media.”
The proceedings of the day-long Conclave commenced with the session on ‘Sleeping with the enemy – Is the age of collaboration really here?’ The panellists comprised Ashutosh Srivastava, CEO, Mindshare APAC, and Nick Waters, CEO, Aegis Media APAC. Session Chairperson was Sanjay Behl, CEO, DTH & IPTV, Reliance ADA.
In his opening remarks, Behl said, “I strongly believe we live in a very exciting age today, where change has been constant and the market is evolving very fast. We are living in a world which is predominantly digital and the consumer has changed his thought processes about the mediums. The medium of print has dramatically changed. There are lot of more TV and radio channels. Cinema has evolved and improved a lot. ”
He further noted, “We are an unconventional medium and we are moving towards a digital revolution. Social networking is a very confusing medium and it has become a marketer’s tool. Broadband reach is increasing and it is bringing virtual gaming to life. Every gaming company wants to make a film on every brand available. We are in a revolutionary stage where all media is evolving. The marketer needs to evolve and become a digital marketer and connect with the world. Marketing ROI and the output is being measured through the brand track.”
The question put to panellists was how the media partners and agency partners were evolving?” To this, Srivastava replied, “I have been asked this question many times – that you have been out of the market for five years, where do you think the industry has changed? We have evolved a little and the challenges we faced weren’t any different from any other mediums. We need to discuss certain issues and face the challenges as a collective industry.”
“The media business has become very sophisticated. The reality is that all these media services are not integrated and very often they are competing against each other. They are looking for advice to make things simple. The creative agencies are at the bottom of a pyramid in the market where the content is media landscape. We have number of forces clashing with each other. The media agencies that are stuck to dated models, specialised shops bring new marketing ideas and newer players who generate lot of data and sit on it. The marketers must start negotiating cost and the media agencies will then need to deliver cheaper inventories,” added Srivastava.
He further said, “Our new marketing reality is paid and owned. We use paid media to promote all utilities and credibility. It’s about promoting the brand through similarity of ideas. We need to navigate the world of marketing through effective marketing-targeting, adaptation and tracking. It’s important to link our output to outcome he opined. The enablers are experts in understanding data and using technology to analyse the same. We need to understand the media through numbers and how brands are operating. We are moving from the segmented audience to individuals. It’s not about 30 second commercials anymore. We need to create versatile ideas through channel diversity and media specific creativity. The solution to this is collaboration. We need someone who is a versatile leader working with a group of people with complementary skills.”
Giving his observations in the scenario abroad and in India, Waters said, “America has been first to become digital. In Europe, there were turbulent difficult times. In India we have found the country to be ahead of the thinking game in the digital world. We have the maximum number of broadband connections going and the maximum number of mobile phones in India. We need specialised people to train for the digital revolution. Media agencies have taken the central position. We need to manage and revolutionise data.”
According to him, “There is the opportunity for media agencies to be media integrators. I clearly see bigger imperative in integration but it is a big challenge. Media agencies need to understand consumer behaviour and integrate to get all the solutions together. The key is to move from outcome measurement and come out with a unified code for media agencies. We will need to take support from an outside specialised agency, this helps in specialision and some clients prefer specialised media agencies instead of one agency performing all the services together.”
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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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