MPG/Media Contacts triggers discussion on digital at Round Table
MPG/Media Contacts organised a Round Table in Mumbai on Friday that saw marketers, media owners and publishers joining the agency’s top management for a lively discussion on a wide range of subjects ranging from paid and earned media to the fallacy of last click and low investments in digital.
MPG/Media Contacts organised a Round Table in Mumbai on June 18, 2010, that saw marketers, media owners and publishers joining the agency’s top management for a lively discussion on a wide range of subjects ranging from paid and earned media to the fallacy of last click and low investments in digital.
Organised in conjunction with IAMA, the event, titled ‘Navigating today’s complex and treacherous digital waters’ included sessions by Anita Nayyar, CEO, Havas Media of South Asia, the parent group of MPG/Media Contacts; Rajeev Bala, Managing Director, Media Contacts for India and Southeast Asia; and Josh Krichefski, Global Director - Client Development, Havas Digital. The presentations were followed by a panel discussion moderated by Vishnu Mohan, CEO, Havas Media, which included six panellists consisting primarily of senior client marketers.
The opening presentation by Anita Nayyar dwelt on the changes in media and advertiser dynamics in India. Nayyar outlined how advertising had evolved over the years from its days of Doordarshan and AIR to the current situation where media planners were finding it difficult to keep pace with the rising numbers of TV channels, radio stations and print titles.
Meanwhile, Rajeev Bala spoke about the need for new metrics for the new digital age and discussed ways in which brands could use new kinds of simple and powerful metrics to measure their brand health and media investments in real-time.
Josh Krichefski of Havas Digital took the audience through a session titled ‘Fallacy of the last click’ and why complete reliance on the last click was dangerous for brands. He talked about Artemis, a proprietary tool created by Havas Digital, which helped marketers understand the value of digital media exposure by spreading credit for customer conversions across full exposure paths and credited every exposure according to its role in the desired outcome. Krichefski also talked about the different attribution methods used by analytics companies, which ranged from attributing all credit to first click.
The highlight of the evening was a thought provoking discussion on whether marketers should invest more in earned, paid or owned media and how the three could work together. The panel consisted of Neville Taraporewalla, Director, India Advertiser & Publisher Solutions Group, Microsoft; Ronita Mitra, Head - Corporate Brand Group, ICICI Bank; Rahul Sinha, Chief Marketing Officer, Birla Sun Life; Suvodeep Das, Head of Marketing, Kaya Skin Clinic; Atul Agarwal, Vice President - Corporate Affairs, Tata; and Josh Krichefski of Havas Digital.
Vishnu Mohan of Havas Media kicked off the discussion by asking the panellists whether they thought social media was a fad or was here to stay. Ronita Mitra of ICICI called social media a revolution and felt that it was here to stay. However, she emphasised that marketers needed to be cautious about using it simplistically. Atul Agarwal of Tata said that social media was a medium that one needed to act upon and brands could engage on the platform, but not force it upon consumers.
The marketers shared how they were using digital for their brands and what their lessons had been so far. Rahul Sinha of Birla Sun Life admitted that as a marketer he found the power of social media “disconcerting”. “Imagine if your power of hearing went up 500 times. This is exactly what social media has done,” he said.
Suvodeep Das of Kaya Skin Clinic talked about social media as high involvement media, which was taken very seriously by his brand. “Researches show that 35 per cent of consumers who use search engines go back to Facebook for consultation, where they are advised by friends and Indians like giving advice. We can spend hours and hours giving advice,” he added.
The discussion also veered towards how brands could manage a negative situation through media. Neville Taraporewalla of Microsoft gave the example of British Airways handling of its recent crisis in the UK through its website as a good example of how brands could leverage owned media to reach consumers during crisis.
The other topics discussed included the measurement of digital media, how owned media could be best utilised by brands, how brands could manage negative buzz on social media, the relationship between paid and earned media, transparency and accountability on social media and the eternal question of low investments in digital.
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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.
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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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