Starcom focuses on strategic thinking, launches two proprietary tools in India
Starcom Mediavest Group has identified time spent on mechanical work rather than strategic thinking in the creation of a plan as the problem that leads to depreciation in quality thinking. The agency’s MD, Ravi Kiran, asserts that the newly launched proprietary tools of the agency – M Orchestra and Tardiis – take care of this problem in addition to allowing a 10-30 per cent saving for the client.
Starcom Mediavest Group has launched two proprietary tools in India – M Orchestra and Tardiis. Of these, Tardiis is one of the most expensive tools that the agency owns globally and India is the seventh market globally and the first market in Asia where this tool has been launched. Starcom system teams from Hong Kong and Sydney and Chicago have worked with the Indian teams to completely customise the tool for the Indian market. Both tools can be used for television planning only.
Speaking on the benefits of these tools, Starcom Mediavest Group, MD, South Asia, Ravi Kiran, explained that in the current scenario, at an average a media professional spent 50 per cent of his time on implementation planning, 40 per cent was spent on client servicing or coordinating, and only 10 per cent was spent on strategic planning or holistic thinking.
Kiran identified this as one of the possible reasons why allegations of deterioration in original thinking in media planning and solutions were made. He said, “Starcom is in a unique position where with the recently launched divisions – Enhance and Expanse – we are probably the most diversified agency that can authentically focus and provide holistic media solutions.”
He brought out the various changes that have taken place in the medium since 2001, where with media proliferation agencies were in a peculiar situation of running very fast to be exactly where they were. Plans have got more complicated and fragmentation has increased choices without increasing anything else like the time to put a campaign on air. This has resulted in professionals spending half their time in the fourth stage of planning, that is, implementation.
The three stages prior to this are strategic planning, followed by pre-negotiation and negotiation. Kiran believed that tools that could reduce the mechanical part and subsequently allow media planners to concentrate on some original thinking.
The common points of both the tools are that they both work on TAM raw data as the base source, both are user-friendly, intuitive and customised for India. While M Orchestra is a GRP (Gross Rating Point) Optimiser, Tardiis, which stands for Target Audience Reach Delivery Inventory Investment System, is a Reach Optimiser.
According to Kiran, the fact that advertisers were looking at reach to be a better measurement than ratings point today, made Tardiis a stronger tool. He further said that unlike X Pert and S’ Midas, which were first generation optimisers, Tardiis was a third generation optimiser. An official communiqué stated that Tardiis was a powerful TV tool suite that could be used for planning, buying, research and analysis. It incorporates a third generation reach optimiser and succeeds the GRP optimisers and the single market reach optimisers.
Some of the salient features Tardiis include, it can work with unlimited inventory, it can handle multiple brands at the same time and can be used for corporate inventory allocation. It is a multi-market reach optimiser and can optimise for any combination of reach, frequency and GRP objectives.
It allows users to combine two different user groups to study combined viewing habits and to plan on households which contain a specific mix of age groups. It can optimise for various copy splits. The final output is a plan which can be rolled out without manual intervention. It is able to handle complex ground buying realities and deal packages – paid versus bonus structure. Also, it can accommodate future changes in programming.
When asked about the benefits it brings to clients, Kiran said, “It brings significant efficiencies on reach based planning, significant value for multi-brand optimisation and corporate allocation and includes inventory management over entire portfolio. It has ability to include qualitative as well as quantitative variables. It has viewer loyalty, client specific learning and relieves the planner of drudgery, freeing up quality time.”
“Resources saved can open up the media choices that a planner has, for example, redeploy the savings in the same medium with more months on air, look at other main stream media like print or non-mainstream media like digital, etc.,” he added.
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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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