MediAvataar's News Desk
Effie Asia Pacific is delighted to welcome Japan Airlines’ Akira Mitsumasu and Procter & Gamble’s (P&G) Kainaz Gazder as its third set of Heads of Jury for the 2020 APAC Effie Awards.
Akira is a veteran in the aviation industry with more than 30 years of experience, and multiple leadership positions under his belt. In the course of his illustrious career, Akira has been named one of Asia’s Best Marketers and celebrated amongst the 50 Most Influential Global Marketing Leaders.
In his current role as Japan Airlines’ Vice President of Global Marketing, Akira leads the department in driving the growth and innovation across the airline’s international markets. Rendering his contribution to the larger marketing community, Akira also serves as a member of the CMO Council Asia Pacific Advisory Board, as well as the Airline Passenger Experience Association (APEX) Board of Directors. Akira is also a voracious researcher on business-related issues and has published a book on Japanese Corporate Groups.
On his appointment, Akira said, "It is a great honour to serve as a Head of Jury at the APAC Effie Awards 2020. I endeavour to contribute to the best of my ability, and I look forward to all of us in the marketing community sharing best practices and recognising outstanding work among the entries."
With nearly 25 years in the FMCG industry, Kainaz has built a track record in launching new brands, turning around struggling businesses and taking strong businesses to greater heights. Starting out with P&G India in 1996, Kainaz has been credited for numerous business-building and award-winning brand campaigns. Among her notable achievements are the introduction of compelling campaigns and product innovations that led to the Pampers brand becoming a market leader in Japan and reclaiming leadership positions in China, Hong Kong and Taiwan.
As the Chief Marketing Officer of P&G AMA, she is responsible for developing the next generation of brand builders and business leaders. She leads capability development and career planning of over 500 marketers across all brands and the region. She champions marketing effectiveness by operationalizing ideas that lead to brand’s success as measured by penetration, share and equity.
Commenting on her appointment, Kainaz said, “An Effie Award is a global symbol of achievement, representing ideas that build brands. As a Brand Builder for over 20 years, I am thrilled to help champion the most effective ideas as a Head of Jury for the APAC Effies.”
The Effie Awards is the industry’s most prestigious recognition of effectiveness. Celebrating the practice and practitioners of marketing effectiveness, it spotlights the best-in-class marketing communication efforts and ideas that contribute to a brand’s success.
The event consisted of interesting sessions focused on new offerings from Oracle and latest industry trends.
Experts deep-dived into discussions on the impact of transformational technologies such as blockchain, robotics, IoT, VR, AR, cloud application development, and modern IT operations in the Oracle ecosystem.
Nagarro, a global leader in software engineering and technology solutions, recently exhibited at the Oracle Open World Middle East, Dubai, an annual Oracle convention for business decision-makers, IT management, and line-of-business end users.
The event was attended by more than 300 attendees from aviation, healthcare, manufacturing, telecom, public sector, and BFSI domains. Nagarro experts demonstrated capabilities in Oracle applications along with a proven approach for accelerating digital transformation to Oracle Cloud. One of the key event highlights was Nagarro’s ‘Thinking Breakthroughs’ philosophy, closely aligned with the Oracle event's tagline ‘Breakthrough Starts Here’.
“This was the first time that Nagarro had set up a booth at the exhibition. The event turned out to be a huge success as we had an opportunity to interact with a lot of customers and prospects looking at new implementations or enhancing their Oracle landscape. Nagarro is strongly focused on building up its current portfolio of Oracle offerings in the year 2020 and expand its operations in Middle East region," said Viyom Jain, Global BU Head, ERP & CRM, Nagarro.
Leveraging our strong Oracle capabilities and rich domain experience, we understood the focus areas of organizations and proposed quick solutions to address the pain points. We helped customers choose whether to go for technical upgrade or reimplement their existing Oracle implementation and move to the latest application versions. We also assessed the ‘cloud readiness’ of organizations and walked them through the course of action to move to cloud," said Shubhra Kaushik, Oracle Practice Head, Nagarro.
Nagarro is one of the leading Oracle Gold Partner and provides specialized services across Oracle’s entire portfolio along with future-proof solutions and cloud consultancy.
Attention and emotion measures reveal propensity for advertising creative to drive impact of paid media investment
Realeyes, a leader in computer vision and emotion AI, revealed today the company’s 2020 ranking of Super Bowl LIV ads according to viewer attention and emotion.
Based on aggregate measurement from an opt-in panel audience (n=2,500) using webcams and anonymous facial coding, the Realeyes’ “Interest” score is an index that combines attention and emotion signals to build a second-by-second indication of a viewer’s distraction, attention and attentive engagement of video advertising content. Higher scores indicate that viewers showed greater interest, attention and engagement as measured by their facial cues.
This year's top commercial spots, according Realeyes’ Interest score:
Mountain Dew Zero Sugar, As Good As The Original (92)
The Avocados from Mexico Shopping Network Avocados From Mexico 2020 Ad 60 (86)
Rocket Mortgage - Momoa at Home (85)
P&G Presents When We Come Together, an Interactive Super Bowl Party, America's Choice (84)
Pepsi - Zero Sugar - Done Right (84)
“At $5.6 million per 30-second commercial spot, the advertising creatives that command the greatest attention ultimately maximize the delivery of messaging,” said Max Kalehoff, Realeyes’ vice president of marketing. “Facial coding and attention measurement unlock the ability for marketers to embed human response into advertising, ensuring brand content makes paid media work harder.”
Realeyes measures attention as a key metric to accurately predict view-through rates (VTR) of video content before ads go live. Accurate VTR prediction scores enable advertisers to select the best content to maximize return on media investment. Greater view-through rates result in greater effective reach and impact as the content is distributed across different media channels and ad formats.
This year 12 Super Bowl spots scored higher than the Interest norm of 73 within Realeyes’ historical database of nearly 500 Super Bowl ads.
“Advertisers this year pursued a diversity of approaches to earn attention, such as playing to positive and negative emotions, and last-minute agile strategies,” said Kalehoff. “However, noticeably absent this year was a dominant undertone of broader social movements more evident during past big games, like Black Lives Matter and #metoo. It is possible marketers were subdued in their messaging in light of an approaching election season and growing awareness of a national divide.”
The ads that drove the highest average percent of “Happy” emotion throughout their duration were:
Mountain Dew - Zero Sugar, As Good As The Original (21.4%)
Doritos - The Cool Ranch feat. Lil Nas X and Sam Elliott (20.9%)
Tide - Finally Later - Super Bowl 2020 (18.3%)
Cheetos - Can't Touch This SUPER BOWL LIV (17.5%)
P&G - When We Come Together, an Interactive Super Bowl Party, America's Choice (17.0%)
The ads that drove the highest average percent of “Negative” emotion throughout their duration were:
Hint Water - Super Bowl Commercial (2020) - Pie Eating Contest (18.1%)
Amazon Prime Video – Hunters (14.3%)
Donald Trump - Criminal Reform Ad - Super Bowl 2020 (13.1%)
Soda Stream - SodaStream Discovers Water On Mars Fresh Sparkling Water in Seconds (13.0%)
Lightlife TV - Surprise Yourself (12.5%)
Sonal Dabral, Chief Creative Officer South & South East Asia and Vice Chairman Ogilvy India, has decided to move on.
Sonal wants to explore options in content and content creation, something he has always had a keen interest in. With so much happening now in this space, Sonal felt the time was right to follow his passion and explore storytelling not confined to advertising. Ogilvy thanks Sonal for his many years of contribution to our offices across India and Asia, and wish him all the best on his next adventure.
“Sonal was one of my key partners in the creative renaissance at Ogilvy India in the early 1990s. He later moved on to do successful stints as the creative head of Ogilvy Malaysia and Singapore. Sonal came back to India as Chairman of Bates India and, after exploring DDB Mudra for a few years, joined Ogilvy again. I wish him well and am certain he will make the content world shine.” – Piyush Pandey, Chief Creative Officer Worldwide & Executive Chairman India, Ogilvy
DAN Data Sciences announces Global launch of 'Dentsu Marketing Cloud' at Exclusive Client event in DAN Thailand
Since the inception of advertising, the marketing environment has been dynamic and different. There have been changes in technology leading to rapid changes for marketers, both on the brand and the agency side. Audiences are now more conscious of their data and platforms have fortified their intelligence with walls – making it a difficult environment for brands to gain insights and audiences to gain brand trust.
In an effort to address these new realities and to provide data-driven solutions to clients, the Data Sciences Division from the house of Dentsu Aegis Network (DAN) India, has announced the global launch of the Dentsu Marketing Cloud (DMC). The announcement was made at an exclusive DAN client event at Facebook's Thailand HQ earlier this month.
The DMC brings together a slew of Dentsu proprietary ecosystems such as the Facebook Marketing Partner (Ad-Tech) Badged DAN Data Labs Product Suite, Dentsu Explore and other proprietary mar-tech tools. It also has advanced analytics solutions such as the Dentsu Pixel and the Dentsu DSP to help clients plan, buy, measure, analyse and optimise campaigns. Additionally, the DMC helps in establishing greater control of client data in one place.
Commenting on the launch, Sarnchatt Chansrakao, CEO, dentsu X Thailand said, "On the backbone of cutting-edge technology, Dentsu Marketing Cloud provides us with the necessary resources to deliver more relevant and effective marketing solutions for clients. Through DMC we will be able to provide bespoke services to clients such as multi-touch attribution and market mix models; consequently, helping us deliver the full strength of planning and optimising digital campaigns – all whilst ensuring privacy and providing clients with greater control of their data.”
In an attempt to promote greater collaboration across teams and share insights, the DMC will promote a customer-centric approach to marketing by equipping teams to deal with modern client structures. It has been built on integrations between the DAN Data Labs Facebook Product suite and Advanced Analytics products. DMC has already been a great success in 30 global markets and has won numerous client awards.
“The DMC revolutionises the way modern and future-focused advertising agencies operate. With the launch of new products and solutions such as the Dentsu Ad-server (D-Serve), the Dentsu Pixel, etc., the DMC will present to clients more control over their data and allow them to analyse their cohorts. This enables clients to create better segments for sharper targeting. The Dentsu Marketing Cloud is just the first step in our platform's story. As an organisation, we are committed to enabling marketers in achieving their goals as we promote greater transparency, control and the best of technology,” added Gautam Mehra, CEO, DAN Programmatic & Chief Data Officer, DAN - South Asia.