Of agencies of the future & biz models of tomorrow
Spikes Asia 2011 saw industry leaders pose some relevant questions that challenge the growth and way forward of the global communications industry. The conversations ranged from cautious optimism and the acceleration of change to how to handle that change.
Change is the only constant: most conversations at the Spikes Asia 2011 held in Singapore from September 18-20, 2011 revolved around that one fact. Global leaders acknowledged that the next five years would see the consumer, and all dynamics surrounding the consumer, change a lot faster than anything witnessed in the last five decades.
Reiterating that technology was one of the key drivers of change, John Wren, CEO, Omnicom observed, “There is measurability in communication today and in the road ahead that would play a very important part on how we approach this business.” Wren also spoke of the changing perception of markets such as Asia and the fact that one-size-fits-all did not apply to this market. He said, “You can't come from New York and do what you did there, in Asia. What this also means is that the opportunities here are extraordinary.”
An interesting aspect was that despite all changes, the guiding principles for players such as Omnicom didn’t change. For Wren, at the centre of everything Omnicom offered, was the focus People, Product and Profit.
But Wren also said that with changing times came a cautious optimism, and a deficit of leadership in some parts of the world. He explained, “While there with healthy signs of recovery and I am optimistic on the road forward, I am still concerned and like to see more leadership in troubled markets.”
Jean-Yves Naouri, COO, Publicis Groupe and Executive Chairman, Publicis Worldwide, also expressed surprise that despite being an industry that qualified itself as creative and innovative, communication professionals continued to use the same approach. He said, “It is time we found a new way to work and a new way to approach the way we work with clients. For a brand to exist, it has to be very different”
A common in advertisers today was one strong ambition, that of being recognised and showing that they can build, protect and sustain some kind of leadership. Naouri posed the question, “Today's world is becoming more demanding and advertisers are not just trying to share the market but own it. How do we protect and help our clients get bigger?”
The acceleration of change was seen in competition, economy, geography, technology, media and audience and social beliefs. He cautioned, “If you don't lead change, change will lead you. There is an obligation for leaders that they cannot expect to only differentiate themselves from the crowd, but they are expected to lead those changes.”
To simplify, three questions could throw light on how to lead a change. First was to identify a gap and know the “change” to lead. The next was to define a role and the third step was to design the idea that would enable the change.
If change was one repeated word at the forum, the other two were challenge and caution. The CAAAA pointed out the threat of staying an “agency”
Sundar Swamy highlighted the changes over time, and stated candidly that agencies were in trouble. From the advent of media and digital growth to the constant worry of lower compensation, the working manner of listed holding companies, the inability for the industry to retain talent, the indiscriminate pitching that was witnessed to disintermediation and other such instances.
The CAAAA advised dropping the word ‘agency’ for Advisor or Advocate, so that the true nation of the profession was highlighted. Perhaps, the AAAI President, Nagesh Alai, summed it best when he said, “We would be what we think we are, and if we think ourselves to be agents, then what is what we would be. If we talk, walk and breathe consumer insights, brand insights and media insights, then marketers cannot do without us.”
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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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