Media agencies need to collaborate in interest of doing a better job: Sam Balsara
The Bombay Ad Club’s first ever Media Review saw a packed house, where Madison Communications CMD Sam Balsara made a case for the media industry. The highlight was his 12-point plan to strengthen the media function.
The inaugural Media Review presented by the Advertising Club Bombay saw a packed housed. Sam Balsara, Chairman and Managing Director, Madison Communications, made a case for the media industry. Although he did trace the rules, he gave its progressive implication in today’s adverting world. So instead of a Review, Balsara preferred to call the session a ‘Proview’.
Balsara in his address drew attention to the fact that the rate of change of advertising was accelerating and how media had indeed arrived. Underlying this change is the fact that advertisers and marketers are becoming fiercely competitive.
Drawing parallel with the way the creative function had evolved over the years, he said, “Like how thinking in the creative area has moved from USP to positioning to consumer insight, media has moved from reaching numbers to CPTs, reach /frequency, duplication and GRPs, but must now move on to the task of finding and reaching customers for their clients, using media insight.”
Speaking about the bundling back of media, Balsara quoted Sir Martin Sorrell by saying, “Media bundling was driven by clients and markets, which wanted greater focus on media,” and for greater appreciation the need was for greater collaboration for creative and media, and not for bundling.
Another point that the communication expert made was about innovation and the role it played in creating newer ways. He also pointed out that media agencies should come up with genuine innovations that added value to both parties – media owners as well as advertisers. The examples that he quoted included BPL’s replay bug, and Shanti.
In the capacity of a judge on the Media Jury at Cannes Lions 2005, Balsara picked 15 of what he thought were outstanding advertisements out of the 1,100 entries received at Cannes this year. This showed the audience global thinking on what was considered outstanding in the media area.
The creative work showcased included MediaCom Israel’s work done on P&G’s washing machine, which won a Grand Prix. Then there were the Salvation Army ad, Adidas, Daimler Chrysler, Chevrolet, Pontiac G 6 car, Campbell’s tomato soup, Shoe Shop, Knorr Soup, MediaCom India’s entry for Emirates, among others.
Balsara also threw light on how the technology and future were threatening to run our world topsy turvy. He shared the findings of an informal survey he had done amongst industry stalwarts, representing media, agencies and advertisers.
The most important and cherished part of the address was when Balsara presented his 12-point plan to strengthen the media function. Wherein he spoke about:
People – the importance of ensuring steady stream of new entrants with certain abilities.
Commercial – everybody’s interest would be better served, if media agencies looked upon themselves as professional consultancies rather than business. He said that media industry was a young industry and hence, should be built on sound footings. “So let’s have the courage and guts to demand our price”.
Media Agency Remuneration – a case made to advertisers for re-looking at media agency remuneration. He said that “we started with a low base using a western model and applied the same percentages used in a market of Rs 860,000 crore to a market of Rs 10,000 crore”.
Rates vs Value – Balsara made a case in Rates vs Value for moving the obsession of buyers and advertisers from rates to value. He said that in a time of media proliferation, focusing on rates would not serve the advertiser’s purpose.
“It’s no good, if I can’t measure it” – Balsara urged media planners to adopt a holistic view using both quantitative and qualitative parameters.
Collaborate – where he advocated media agencies to understand and appreciate related disciplines of DM, PR, in-film, rural and collaborate among themselves to establish healthy business practices.
Rediscover – media planners would have to find ways of doing things faster, better, cheaper and more accurately and more innovatively. If not, then media boutiques will spring up on the lines of creative boutiques.
If it’s Safe, It’s Risky – he insisted the audience to take risk and indicated that rich pay offs only come up when you are buying anticipated performance.
Responsibility to advertiser and media – Media agencies must show to advertisers the importance of media in achieving their corporate goals and sensitise media owners to advertiser’s concerns and goals.
Multi media – according to Balsara, a multi media plan worked much better than a single medium plan however cost effective the latter might be.
Media Planners must consume Media – he insisted that media planners regularly watched television, read newspapers, and listened to radio, which would enable them to do their job better.
Media sellers must track the ‘pull’ of a campaign in their medium – whilst media selling had grown as a discipline, it must now evolve to the next stage wherein a campaign is tracked in terms of impact when it appeared in one’s own publication or channel.
Al in all, the first ever Media Review managed to set the right tone for years to come and was greatly appreciated by the advertising / media fraternity.
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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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