MEC challenges industry with 'Brave Your Bias' effort at Advertising Week, New York
Debuting at New York’s Advertising Week, “Brave Your Bias” implores people to uncover inherent personal biases and understand how to counter-act against them
MEC has launched an industry-wide initiative to celebrate difference and raise more visibility of inclusion as acritical business imperative. Debuting at New York’s Advertising Week, “Brave Your Bias” implores people to uncover inherent personal biases and understand how to counter-act against them.
Speaking on the motivation behind this initiative, Marie-Claire Barker, Chief Talent Officer, MEC Global shared, “Embracing difference is central to our mission of creating a more open and collaborative culture both at MEC and within our industry. We are looking to focus on all the differences people bring that makes them unique, and move the conversation beyond only race and gender. We all have bias, whether it be conscious or not, and we want to help people see how unconsciously, they may be filtering out exceptional people by focusing on those who are more like them and therefore bring them comfort. We want to encourage people to be brave enough to acknowledge this and pledge to make a change.”
The agency will host the ‘Brave Your Bias’ challenge outside of Time Center Hall, the main hub for Advertising Week, and invite delegates and attendees to take the Harvard Implicit Association Test (IAT), a proven product in investigatingimplicit social cognition and uncovering personal bias. Individuals will be asked to showcase their commitment by signing a pledge to explore the impact unconscious biases have on theirdecision making and behavior. Expert counselors skilled on inclusion will be on-site to provide participants with tangible advice on countering bias and deliver resources to help advance the industry’s efforts.
The Brave Your Bias launch also includes a challenge to MEC’s 800+ employees in North America to bring unconscious bias to the surface by taking at least one category of the IAT test – with a goal of 100% completion by September 30.
MEC’s North America CEO, Marla Kaplowitz added, “As the make-up of our workforce evolves, how we engage and embrace difference - whether age, race, gender, disability, sexuality, accent, social status - becomes the driver that will lead our agency and industry into the future. In North America, we‘ve made great strides in building a diverse community of talent representing various backgrounds and perspectives. But there is always room for growth. With our launch at Advertising Week, we are committed to leading the charge on the power of inclusion and engaging a broad audience in support of these efforts.”
The Advertising Week event signals the launch of a global movement at MEC, and builds on existing talent initiatives designed to ensure the agency is providing inclusive thinking to its clients to drive innovation and growth. The effort first rolls-out in North America with the Brave Your Bias challenge to spark awareness and conversation around this potentially uncomfortable topic.On an on-going basis, the agency will embed the topic into a variety of initiatives aimed at reducing the impact of bias and helping everyone to align their behavior to their positive intent. This includes continued focus on leadership development, empathy and relationship building as well as events to give its talent access to the best minds focused on inclusion and unconscious bias. Additionally, the agency is preparing for the global launch of a new feedback process and the launch of a more structured hiring process, including new recruiting tactics and formal interview training.
In support of the agency’s drive, global consultant and inclusive leadership coach, Tanya M. Odom, stated, “I think it is important that the advertising community like most industries increases awareness of unconscious bias. With innovation and creativity linked to inclusive environments, our diverse talent and future talent pipelines all benefit from intentionally inclusive workplaces. MEC is taking bold steps to educate internally and externally about ‘braving your biases.’ I am excited about their impact at the organizational and industrywide level.”
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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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