06 October 2022 03:32

GLOBAL HEADLINES

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- Sep 25, 2022
Teradata recognized as a Fast Track FinTech, moves up 7 places in ranking Teradata announced that it has ranked #30 on the 2022 IDC FinTech Rankings, moving up seven places from the previous year’s ranking. This annual vendor ranking represents the leading hardware, ...
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With a motive to set up growth driven business Gautam Shelar takes charge of the strategic business initiatives

moneycontrol, India’s No.1 financial platform, a part of Network18 Digital has always been ahead of the curve in offering the best to their consumers. With the introduction of sections that provide sharper understanding on subject and newer and better user experience, moneycontrol is now taking a step further and making new appointments with an aim to accelerate their business. With a view to bring new strategies to the table and trigger growth in the business domain, moneycontrol has roped in Gautam Shelar as the Business Head at moneycontrol.

His current position is a culmination of a decade plus track record of driving results, turning around media brands by building and putting in place motivated, loyal teams and building enduring relationships with clients. With a decade of experience in digital media, Gautam will be responsible for developing, leading and managing all strategic initiatives of the business that will form the key pillars of growth. Apart from ensuring that moneycontrol remains at the top of its consumer’s mind, Gautam will also ensure that the organization remains profitable.

Gautam was previously with Times Internet Limited as Head - Agency Relations & News Vertical Sales lead, wherein he was responsible in leading the programmatic initiatives for the organization. Gautam has also worked with People Interactive Ltd, where he was a part of the core team and played a pivotal role in scaling the advertising business.

Gautam is an alumnus of Clark University. Apart from possessing a diverse range of professional skills, Gautam loves to channelize that knowledge and transfer the same to young professionals through coaching and mentoring.

The International AME Awards® for the World’s Best Advertising & Marketing Effectiveness℠ announced the 2017 award-winners.

AME’s Grand Jury comprised of interactive and multidisciplinary marketers, planners, and creatives evaluated entries submitted from 23 countries worldwide. The 2017 jury awarded 1 Grand Trophy, 3 Regional Platinum Awards, 1 AME Green Award, 25 Gold AME Awards, 32 Silver AME Awards, 30 Bronze AME Awards and 30 Finalist Certificates.

Agencies employed a variety of tactics to engage consumers on behalf of brands including event and guerilla marketing, branded entertainment, cause/public awareness, and used new and existing technology to reposition brands and increase brand identity. 2017’s award-winners successfully demonstrated groundbreaking solutions to challenging marketing problems.

Serviceplan Group Germany earned the prestigious AME Grand Award for “DOT - The first Braille Smartwatch” (technology) for DOT. The winning campaign showcased the benefits of the Smartwatch technology that will change the lives of millions of blind and vision impaired individuals by connecting them to the mobile internet for the first time ever. The Dot garnered support from prominent visually impaired personalities including athlete Henry Wanyoike, singer Andrea Bocelli and musician Stevie Wonder, as well as cooperation with companies such as Google, Uber , educational institutes and the 2018 Paralympic Games in Pyeongchang. The campaign also earned 3 Gold AME Awards.

Alex Schill, Global CCO, Serviceplan Group had this to say about the agency’s success. “To win the AME Grand Award is an amazing honor for the whole agency! And the final proof that creativity is not something nice to have, but that creativity can truly change the success of brands today. And if related to a social cause even can change the world we live in.”

Dentsu Japan received top honors earning the 2017 AME Regional Platinum Award/Asia-Pacific for “Second Life Toys” for Organ Transplant. The winning campaign successfully created awareness on behalf of organ transplant operations by communicating with parents to increase the potential number of organ donors. Utilizing toys, they designed a process that was a “pseudo organ transplant experience" and communicated the meaning of organ transplant both logically and intuitively. The results—the project appeared on 1200+ media worldwide. Volunteers enlisted from over 19 countries. People willing to offer their organs for transplant increased 30%. People stating to use their organs for transplant increased 9%. People who spoke about the topic with their families increased 8%.

“We’re thrilled to receive such a prestigious award. I’d like to dedicate this award to everyone who has supported us to enable this project. We really hope that this project has made some difference to the world. May there be more lives saved through organ transplant.” —Togo Kida, Creative Director and Suzuki Akira, Creative Director, Dentsu Japan

Impact BBDO Cairo earned the 2017AME Regional Platinum Award/Middle East/Africa for “The Game Before the Game” for Chipsy. The agency increased brand share and awareness by partnering Lays (AKA Chipsy in Egypt) with the UEFA champion league. To combat that only 11% of Chipsy’s target audience followed the league, the agency utilized an activity to get the other 89% to care—predicting the score. Sports betting is illegal in Egypt, but buying Chipsy’s isn’t. Chipsy bags were printed with numbers that represented the total goals, and the consumer just had to match the total number of goals within the game to earn a prize. Within a month, they regained lost market share, saw a 24% increase in consumption, and increased sales by 14.6%. Additionally, it increased ‘Brand I Love’ KPI by +6 and “Interesting Brand” by +5m, along with 63M impressions, over Instagram 155,000 interactions. The campaign also earned a Silver AME Awards.

Zulu Alpha Kilo Canada was in the winner’s circle, earning the 2017 AME Regional Platinum Award for “Say No To Spec” for Zulu Alpha Kilo. The agency created a short film to show that spec work should be considered as absurd in the ad industry as it is in other industries. People, publications and companies around the world rallied behind their cause. With no paid media support, three days after its release, the film became the second-highest trending video on YouTube in Canada. In four days it received over one million views. To date the film has over 3,800,000 total views on YouTube and Facebook with 13.7 million impressions on Twitter. Since the film’s release the agency has received the most new business calls in their history. The campaign also earned a Gold AME Award.

TBWA Santiago Mangada Puno was recognized with the AME Green Award for “Dirty Watercolor” for client ABS CBN Foundation. To raise awareness for Manila’s polluted rivers and tributaries, the agency collaborated with artists to produce portraits of children and families living near the dead rivers using Dirty Water color, unique pigments created using water samples from Manila’s most polluted rivers. The finished art ran in an exhibit presented by ABS CBN Foundation attracting hundreds of visitors including the country's top business leaders, artists, politicians, diplomats and patrons of the arts. The exhibit was featured on over a hundred websites, news programs and blogs around the world. All the artworks were sold, raising more than ₱1.3 Million. Without paid media support, the campaign generated 3.3 M views and 2.4 B potential reach within the 1-week campaign period amounting to ₱6.1 M in media values. The winning campaign also took home 2 Gold AME Awards.

This is the first Green AME Award for the agency and ABS CBN Foundation. This award brings recognition to ABS CBN foundation's efforts to rehabilitate Manila's polluted rivers. This also honors the untiring Filipino's spirit and the emotions that color our lives despite difficulties,” said Bryan S. Siy, Executive Creative Director, TBWA\Santiago Mangada Puno. “Our agency’s philosophy is Creativity for Humanity. Creativity is our purpose. It's not measurable only by medals but more importantly, by the lives it has changed and the communities it has helped. Thank you for this prestigious award.”

Award–winning campaigns were in the spotlight, rallying on behalf of civic awareness and championing worthy causes.

Ogilvy Germany struck Gold receiving 3 AME Gold Awards for client Mein Kampf, a non-profit association encouraging people to stand against racism. Their campaign “The tear-off-posters for 'Mein Kampf - against racism'” fought back with a book, by taking the same title, they created a counter-book featuring 11 courageous strugglers against racism.

DDB Group Germany earned 2 AME Gold Awards for “Check it before it´s removed: Naked breasts against breast cancer” for Pink Ribbon Germany. The campaign featured 17 courageous German women who were photographed with one of their breasts exposed. On International Women’s Day, the photos were posted to selected social media platforms with the statement: CHECK IT BEFORE IT’S REMOVED. Because of Facebook and Instagram’s strict censorship policy against showing female nipples the public was encouraged to quickly re-share the photo before it would be censored and removed. In one day, the campaign generated 29 million media contacts and the equivalent of €2.2 million in earned media with a total media spends of €0.

HEIMAT, Berlin earned the Gold AME Award for “#PaintBack” for The Legacy Store for their campaign for a graffiti store that spread joy instead of hate by tackling Nazi tags by transforming them and creating a message of love. Artists showed kids and adults how take out swastikas and turn them into graffiti pieces of art. The city became their medium – and media coverage followed. The idea went viral immediately. #PaintBack spread globally reaching 100 million ad impressions, 5 million euro in earned media and more than 10 million video views.

BBH China Ltd was recognized with a Gold AME for “Happiness without Borders” for Harbin Beer, promoting its core belief in being “Happy Together” celebrated the power of sportsmanship by looking past the brand’s traditional borders and audience during the Olympic season. The content film brought to life the spirit of unity cherished and celebrated with Harbin Bee, increasing brand affinity with over 3.7 million online views in 72 hours, 1.26 million WeChat views, and 60,000 Weibo shares, 15,000 comments.

Retailers aspiring to gain market share took home AME Gold Awards. HEIMAT, Berlin’s “Man Cave” for DIY retailer Hornbach featured tutorials on five crazy projects with a list of materials and tools needed, that directly linked to the HORNBACH web shop that helped raise online-sales by 17%, pushing the overall sales by +2,5% for the whole quarter. SapientNitro USA’s “Three seconds that revolutionized retail” for Target Australia earned a AME Gold Award for their world first collaboration with Facebook and Instagram using innovative data tracking and targeting methods to engage consumers and deliver relevant content to their target audience reaching over 4 million women with exposed customers purchasing 52% more than customers who didn’t see our campaign.

Award-winning entries employed both new technology and existing technology to increase engagement and boost brand identity, and even save lives.

Plan.Net/ Serviceplan Group Germany earned a Gold AME Award for “WhatsGerman” for Plan.Net with more than a million refugees arriving in Germany in 2015 that spoke no German, WhatsGerman offered the first-ever language course for refugees that upon registration with their smartphone provided a daily lesson. The results—over 80.000 people registered in the first six weeks. SapientNitro Australia earned the AME Gold for “Miami HEAT App” for client Miami Heat and created the ultimate fan engagement platform, with a league-changing app. Real-time customization based on interests, location and time learned from fan behavior and even got smarter overtime. In the two months after launch, app users spent an average 5:40 per session, watched over 120,000 videos, shared over 29,000 pieces of content, and bought over 43,000 tickets. And earning the HEAT more mobile revenue than every other team in the league—combined.

Serviceplan/ Serviceplan Austria earned a Gold Award for “Save Me – the ski pass that saves lives” for Ötztal Tourismus. Off-piste skiing and snowboarding are more popular than ever, but dangerous. Every year more than 5.000 people worldwide are buried by avalanches. During the search for the victims every second counts. Solution:

Save me – the first ski pass with a built-in positioning chip. With this every skier in the ski resort Sölden is automatically locatable. After an avalanche the mountain rescue immediately sends out a radio signal. The reflector in the pass returns it so the victim’s exact location can then be pinpointed.

Debi Mazar, Actress and TV Personality, Will Emcee the 2017 New York Festivals World’s Best Advertising Awards

Debi Mazar, film/television actress and TV personality will emcee the 2017 New York Festivals International Advertising Awards® New York Show℠ taking place on May 18th at Jazz at Lincoln Center’s Frederick P. Rose Hall. Ms. Mazar, known for bringing her talents to street-smart and tough-talking roles, will take to the stage to honor the World’s Best Advertising award-winning entries from around the globe.

A native New Yorker, Mazar made her feature film debut in Martin Scoresese’s “Goodfellas” as Ray Liotta’s mistress, Sandy. Throughout her career she has worked with such directorial luminaries as: Oliver Stone, Spike Lee, Joel Schumacher, Barry Levinson, Jodie Foster, F. Gary Gray, Michael Mann, and Woody Allen. Film credits include: “The Women,” “Batman Forever,” “Malcolm X,” “Be Cool,” “Collateral,” and “The Insider.” Ms. Mazar has co-starred in multiple independent films including: Nick Cassavete's “She’s So Lovely” and Steve Buscemi's directorial debut, “Trees Lounge.”

Currently, she can be seen starring alongside Sutton Foster and Hilary Duff on Darren Star’s hit TV series, “Younger,” for TV Land, which was just renewed for a fourth season. Ms. Mazar made her television debut on Steven Bochco's “Civil Wars,” and her character was then added to “LA Law.” Mazar then developed and starred in her own sitcom “Temporarily Yours” created by Michael Patrick King. She was also a regular on the series “That’s Life” with Ellen Burstyn and HBO's hit series “Entourage” as ‘Shauna’ the uber publicist. She and her husband, Italian chef Gabriele Corcos, also created and starred in their own docuseries “Extra Virgin Americana” on the Cooking Channel.

The 2017 New York Show℠ will take place on May 18th and kicks off with four creative panel sessions that will take place during the day at the NYIT Auditorium on Broadway, located at 1871 Broadway (btw 61st & 62nd Street. The annual awards ceremony and gala will be held that evening at the world-class performance space, Jazz at Lincoln Center’s Frederick P. Rose Hall, Broadway at 60th Street, New York City. The evening begins with a cocktail reception in the Ertegun Atrium, followed by the awards ceremony in Rose Theater.

A celebratory after-party will be held at the Ascent Lounge, on the 4th floor of Time Warner Center, to toast all the winners of the World’s Best Advertising.
To attend the May 18th New York Show please visit: HERE.

“The Godfather of Adsense” joins C1X!

Silicon Valley based advertising and marketing technology (AMT) leader- C1X (Class One Exchange) has roped in Gokul Rajaram as its advisor.

Gokul is often addressed as the “The Godfather of Adsense,” due to his key role in the early success of one of Google’s most profitable products. Since leaving Google in 2007, he has founded (and sold) his own startup, Chai Labs, led ad-product strategy at Facebook and, joined Square to help the San Francisco-based company revolutionize the world of commerce.

Commenting on the big news, Mukundu Kumaran, Founder and CEO C1X said, “Super excited to have Gokul join C1X advisor board. This validates our vision and differentiation in adtech and martech eco-system. Gokul is Adsense "Godfather". His inputs and guidance will make our product offerings much stronger, and his in-depth knowledge in adtech will help us to create unique offering with much higher value creation. His connection will help us to expand globally and get us to a multi-billion dollar company much faster.”

On the occasion Gokul affirmed that “I'm very excited to help the C1X team build an impactful product and company that transforms the world of advertising. I love C1X's mission to reduce waste and inefficiency from the entire advertising process. The integrated platform is a huge step towards that, and I'd like to constantly push C1X towards keeping the inspiring mission top of mind in every product and business decision.”

Gokul is the product engineering lead at Square, the commerce company based in San Francisco, CA, that offers local businesses a full suite of hardware and software tools, including the Square credit card reader for iPhone, iPad and Android devices, and Square Register, a full point-of-sale system.

Prior to Square, Gokul was product director of ads at Facebook. In that role, he drove the product road map and execution for Facebook’s advertising products, which account for the bulk of Facebook's revenues. Earlier, Gokul was product management director for Google AdSense. He helped conceive and crystallize the product in early 2003, and played a key role in its launch and growth from 2003 onwards into a multibillion dollar product line.

C1X is an independent Advertising and Marketing Technology (AMT) leader that helps brands and their agencies find difficult-to-source audiences directly and transparently from leading premium publishers. Its data-driven digital advertising platform facilitates a friction-free marketplace for both publishers and advertisers with easy to execute direct connections, delivering industry-leading visibility and view ability. The C1X Platform offers an Audience Guarantee approach to provide buyers and sellers smooth participation in private marketplaces without having to rely on Deal IDs.

Founded in 2014, C1X is a funded global corporation, headquartered in the Silicon Valley, with offices in New York, Dubai, Singapore, Tokyo, Mumbai, and New Delhi, and with development centers in San Jose, Chennai, and Bengaluru, find C1X online at www.c1exchange.com.

Pass Pass Pulse, the candy from DS Group that stormed the hard-boiled candy market with its launch in 2015 has rolled out its first TV commercial. Pulse Candy, with a tangy twist, makes it standout! It offers an experience that starts with a fruity taste and peaks with a tangy surprise. A mouth full of fun and peculiarity, the consumers love. This irresistible fervor for Pulse candy is extended to the brand communication, with a tag line of ‘Pran jaaye par Pulse na jaaye’, with quirky and humorous examples of how far people can go to save their favourite Pulse Candy. After all, one does not like to part with precious belongings.

The first TVC, conceptualized by J. Walter Thompson Company, is the master commercial that outlines the length to which people will go to hide their Pulse Candy and also the extent people will go to get their hands on a Pulse Candy.

The film opens on the protagonist who is asleep in his room – this is when his house mates, on a day off, decide to play a prank on him to get their hands on his Pulse stash. We suddenly see his roommate run in and wake him up, screaming that the house in on fire. The protagonist, in a blurred sleepy state on seeing smote and sparks, actually assumes that the house is on fire, as he sees his friends running to collect their precious belongings. This is when our guy springs to action, rushing to save his hidden Pulse Candies; from inside a remote, the one hidden in a DVD drive, to some, hidden in a trumpet. Once he has managed to get his hand on the stash, he rushes out. That’s when the plot unravels, a well-crafted ploy that has his friends creating the fire and smoke, amongst others. At the end, the plot succeeds and he has to give up his hidden stash of candies, but not until he manages to keep one for himself. The commercial ends with the tag line that says - ‘Pran jaaye par Pulse na jaaye’

Speaking on the brand, Mr. Shashank Surana, VP, New Product Development, DS Group said, “Pass Pass Pulse has been a category disruptor and was an instant hit with the consumers across age groups since its launch. Thus, the idea was to create a campaign, which can reiterate the love of consumers for the Pulse candies. The TVC beautifully showcases this emotion, demonstrating the popularity of the candy .With the launch of this humorous TVC, our endeavor is to take the brand’s popularity to the next level and further strengthen the consumer connect.’’

Shujoy Dutta, Vice President & Executive Planning Director, J. Walter Thompson Company said “It’s well known that candy is an impulse purchase and normally we would assume that this would appeal to the children. But when we were commissioned to work on the brand we discovered that the appeal of the candy spanned all age groups. Consumers enjoyed it so much that they were also buying them in jars – and during the development of the campaign we heard that the demand outstripped the supply and it became difficult to get your hands on the candy.”

Speaking about the TV commercial, Sundeep Sehgal and Siddharth Prasad (Executive Creative Directors, J. Walter Thompson Company) said “The challenge of working on a candy campaign is that the category has already seen a large volume of work and expectations from candy advertising are high. We were looking for a unique, fresh take that would give people yet another reason to love Pulse. We noticed that people in office wouldn’t keep Pulse on their tables, but in a drawer or behind a book or something. A little game of hide and seek was playing out right in front of us, and that’s where the campaign idea came from.” Commenting on the line ‘Pran Jaaye, Par Pulse Na Jaaye’ they said “it’s a quirky reflection of how people protect their Pulse candy.”

Pulse Candy is a case study in itself. A brand that was first launched in 2015, has redefined the candy category, literally. Differentiation in terms of the flavour combination and innovation of being more than just a regular candy has worked in its favour. Pulse is a combination of loved & exceptional fruit flavours like Kaccha Aam, Guava &Orange combined with a tangy core that’s driving consumers to love it so much. A taste that is so irresistible, that it has consumers wanting more; the essence, which the new commercial captures.

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Creative Credits
Campaign elements: TVC/Digital/ Outdoor/Radio/BTL activations
Client: DharampalSatyapal Ltd `
Director (of the film): Rajesh Krishnan
Production House: Soda Films
Creative Agency: J. Walter Thompson Company
Account management:
1.Sr. Vice President & Executive Business Director: Subho Sengupta
2.Associate Vice President: Mukund Raina
3.Account Manager: Naman Joshi
Planning:
1.Vice President & Execute Planning Director: Shujoy Dutta
2.Planning Director: Debasish Das
Creative Team:
1.Executive Creative Directors: Siddharth Prasad, Sundeep Sehgal
2.Creative Director: Gresha Sengupta

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