Pitch process: Now about a select few, rather than the entire laundry list
From the days, when media agencies just emerged out of the creative man’s shadow, a large number of changes have come about, in the pitch process per say. The clients of today like ‘em suave, technologically competent and efficient in terms of processes…as opposed to the yester-years when the lowest cut was the chief deciding factor
So the brand decides one fine day, that it has to hop around the fence and examine what’s out there. And then begins the grand pitch process. From the days, when media agencies just emerged out of the creative man’s shadow, a large number of changes have come about, in the pitch process per say. The clients of today like ‘em suave, technologically competent and efficient in terms of processes…as opposed to the yester-years when the lowest cut was the chief deciding factor.
Again, if you have been invited to pitch, think yourself lucky as you are one of the privileged few. Because the pitch scene is no longer like a fish market anymore, with all and sundry making a claim to the throne. Or so believes Punitha Arumugam of Madison.
Arumugam said, " Unlike earlier where a pitch used to have a laundry list of all possible agencies, clients today are calling only select agencies whom they think are serious contenders for their AOR . Clients are hence doing their homework prior to calling for the pitch, rather than using the pitch presentations as the information-gathering route."
Arumugam added, "Most pitches earlier used to emphasise only on media rates and agency commission; whereas nowadays the media rates or undercutting on agency commission is the last reason why an agency wins a pitch. Today the client's selection parameters focus more on the past work of the agency, their strategic planning skills and their capacity to build a media differential rather than just rates/commission. Despite not making any rate commitments or commission undercutting during the pitch presentation, most clients are willing to work with us based on just our credentials and our approach to their business problem."
However, Charles Berley Jenarius, Group CEO, Carat Media, doesn't seem to have noticed too many changes on the pitch process front. He said, "The interesting thing is that I have been in this business for over 20 years and have been through three agency systems. All have a very defined way of going about new business pitching. In fact, Carat is having a new business pitch training workshop this month in Hong Kong and three of our people from India are attending it. I don't think the pitch process has changed significantly over the years. It is the rigorous application of the process that is often seen lacking."
He said, "But overall, my observations are that today, agencies have a defined process and are even training their people in order to improve skills in this area. The ones who go about it in such a scientific manner invariably have a high success rate. There is also the avalanche effect that happens sometimes. Agencies that are on a roll tend pick up more and more business when they are in a momentum."
Jasmin Sohrabji, President, Mediacom (Asia), said that there has been a creative spin-off in the entire media pitch process. Sohrabji said, "One of the key changes that have come in place is that earlier there wasn't as much creative involvement in a media pitch as there is today. Earlier, many innovations we presented were a last-minute thing just to make that final impact. But today, creativity is integral in every thing, for instance, even in a planning stage or in a buying module. The whole creative idea can be brought alive, using technology. Earlier, it was more like a Power Point presentation that we used to put in words. Today, we actually demonstrate what we want to say, which only creative agencies used to do earlier."
Are we technologically more suave today? Sohrabji said, "With the media evolution, the techniques, the tools and the support that we use for pitches today, have become more sophisticated. Today I can showcase my media capabilities better because I have fancier tools, techniques and models in planning. Earlier too, we had good planners and ideas but we didn't have the right kind of tools, techniques and research to actually demonstrate it."
60 per cent of all client reviews are a result of current dissatisfaction with the incumbent agency. For all the technological competence shown at the pitch stage, the delivery still does not match up to expectations. Evidently, all the homework done at the pitch stage and all the sweat and the toil, does not live up to the task at hand.
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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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