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Dentsu Media has been awarded the media planning & buying for the entire portfolio of brands for Maruti Suzuki India (MSIL). The mandate starts in April and was finalized following a multi-agency pitch earlier this year. MSIL is by far the largest automobile company in India and is amongst the top 3 advertisers in the country.

Dentsu Media will handle all media duties for Maruti Suzuki Corporate, Existing Channel & Nexa brands. A significant team comprising existing Dentsu Media members & handpicked experienced talent has been put together to handle this massive mandate. The scope of this mandate is a holistic integrated media & platform agnostic communications approach.

Dentsu Impact & Isobar, the other arms of the Dentsu Aegis Network already handle large portions of the creative, digital & CRM business. With this win, Dentsu Aegis Network has further consolidated its position as one of the leading integrated marketing communication companies in India.

Speaking on the development, Sanjeev Handa, Vice President, Marketing Maruti Suzuki India, said, “Our partnership with Dentsu Aegis Network is a strategic one. We wanted to have an integrated and synergistic approach for our business to improve productivity and overall effectiveness. And with alignment of media services to Dentsu Aegis Network, we are looking forward to improving our overall marketing efficiencies”.

Speaking on the win, Divya Karani, CEO, Dentsu Media, said, “We are delighted and honored to be chosen as the preferred media partners for MSIL, a clear market leader in the category and one of the most exciting and innovative marketers in the country. We have put together a very experienced and balanced team of media, advertising & marketing professionals who will leverage our global capabilities, tools and resources to help MSIL further enhance its market leadership. We are truly excited about this win.”

New York Festivals International Advertising Awards® announced the 2017 Finalists for the following competitions from entries submitted from 57 countries: Activation/Engagement, Avant-Garde/Innovative, Branded Entertainment, Best Use of Media, Design, Digital, Direct & Collateral, Film-Cinema/Online/TV, Film Craft, Integrated /Mixed Media, Mobile, Outdoor/Out of Home, Print, Public Service Announcements and Student.

Creative Marketing Effectiveness, Public & Media Relations, Package & Product Design and Audio are judged by a panel of prominent industry experts recruited from those respective fields. To view all current Finalists please visit: HERE.

The 2017 Grand Jury comprised of 300+ Creative Directors, Executive Creative Directors and worldwide Chief Creative Officers from 40 countries around the globe determined the Finalists through an online judging session and a live collateral judging session.

All Finalist entries progressed to the live judging round with the 2017 Executive Jury. This elite group of global chief creative officers and executive creative directors convened in New York City April 6- 10th to judge all mediums through five rounds of judging and select the World’s Best Advertising® Third Prize, Second Prize, First Prize, Grand Prize Award and Best of Show award-winning entries. All Film Craft Finalists were judged on April 8 by the inaugural Film Craft Executive Jury, headed by Angus Kneale, CCO at The Mill, and comprised of respected film industry experts dedicated to the quality and aesthetics of the film making process. All trophy winners will be announced live at the New York Show.

New York Festivals recognizes exceptional contributions by individuals and companies within the international advertising community. In addition to Best of Show, Global Brand of the Year, Global Agency Network of the Year, Regional Agency of the Year, and Best New Agency of the Year, special awards include: Boutique Agency of the Year, Independent Agency of the Year, and Best Commercial Film Director.

The 2017 New York Show℠ will take place on May 18th. The annual New York Show 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.

New York Festivals International Advertising Awards® announced the formation of the inaugural Film Craft Executive Jury. For the first time in the history of NYF’s elite Executive Jury, a new Executive Jury panel exclusively devoted to judging Film Craft will assemble in New York City on April 8th during the week of the Executive Jury judging sessions.

The newly unveiled panel, comprised of 10 of the most respected film industry experts, will be chaired by the award-winning innovative creative and technical special effects influencer, Angus Kneale, Chief Creative Officer of The Mill.

“The announcement of NYF’s Film Craft Executive Jury, and the appointment of a Jury Chairman the caliber of Angus Kneale, insures that entries into the Film Craft competition will be evaluated according to the quality of the execution and based on the discerning standards of some of the most creative, technically advanced, and award-winning filmmakers that the industry has to offer,” said Michael Demetriades, Executive Director of New York Festivals. “NYF’s juries have been attracting the best creative minds worldwide, we are proud to announce the Film Craft Jury will offer the same for the Production Community. This esteemed jury will come together to curate a body of film work that is representative of unparalleled creativity and worthy of being called the World’s Best Advertising.”

Angus Kneale, Chief Creative Officer, The Mill said, “The celebration of craft, creativity and innovation within our industry is so important. New York is a real hub of creativity within the advertising industry, and as a New Yorker for over 15 years now, I'm excited to be partnering with the team of judges at the New York Festivals International Advertising Awards to champion award winning film-makers across the globe.”

Angus Kneale brings both creativity and leadership skills to his role as Jury Chairman, with over 3 decades of extraordinary effects-intense experience, working on high-end projects for international brands. Angus is particularly active in pushing the boundaries of emerging technology, innovation and creativity. He is one of the chief architects of the revolutionary Mill BLACKBIRD®, the world’s first virtual car. He is also one of the pioneering forces in the development of Mill Cyclops™, The Mill’s next generation proprietary virtual production toolkit.

Angus helped launch The Mill New York in 2002, and is part of The Mill's Group Executive Board helping set creative strategy for the entire business He has been awarded a wide range of accolades, including VES awards, gold Cannes Lions for both creativity and innovation and multiple D&AD awards. Having overseen many of The Mill’s most highly acclaimed projects, Angus’s leadership has helped propel the Mill to be one of the most awarded and admired studios in the world.

Angus Kneale will convene the Film Craft Executive Jury this April during the 7th annual Executive Jury judging sessions taking place in New York City. This jury of creative global minds dedicated to the quality and aesthetics of the film making process will review all shortlisted Film Craft entries selected by NYF’s online Grand Jury.

The 2017 New York Show℠ creative panel sessions and networking events will take place on Thursday May 18th at the NYIT Auditorium, 1871 Broadway, between 61st & 62nd Street. The annual New York Show 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.

Wednesday, 22 March 2017 00:00

Rose Anderson Executive Director NYF

2017 Inside NYF’s Radio Awards with Rose Anderson

How have the New York Festivals International Radio Awards transformed since you’ve been at the helm?

Rose Anderson: Seven years ago, even the name was behind-the-times, and the categories were left over from the analog age. So, we canvassed industry leaders to join an Advisory Board and went to work. We had a new trophy designed: one that captures the magic of radio’s past while looking into its future. And the net result has been more entries from more countries – and an ever-increasing year by year superior level of quality in our submissions.

How do you keep NYF’s Radio Awards relevant and on trend with the evolving radio landscape?

Rose Anderson: First, we listen. We listen to our entrants. We ask them what keeps them up at night.

What is your future vision for NYF’s International Radio Awards?

Rose Anderson: So, more and better as we connect with everyone who is passionate about all aspects of audio.

What have been the greatest challenges while running the competition and what was your response that led you to success?

Rose Anderson: The greatest challenge is fairness. Who decides what program is better than another one? It all comes down to who is on the jury, and their depth of experience. What we do is invite the winners to join the next year’s jury…and this year, so far, the 2017 grand jury is made up of 35% women - all award-winning radio achievers – and every one with hands-on experience in creating what people are listing to today.

In your opinion, what are the most exciting categories that you have added to the competition in the past few years and why?
Rose Anderson: Let me list just a few – and you’ll see why these categories made everyone sit up and take notice. Heroes, Music documentary, Music podcast, PSAs, audiobooks, Best Live Sound, Sound Art, Best Innovation, Personal lives podcast, Best Music Program host, Best Interview, Travel & Tourism, Social Issues, Biographies, Climate Change & Sustainability, and Best Live News Special.

What is the ROI for entering the Radio Awards and why should someone considering entering this year?

Rose Anderson: It’s not for the glittering prizes – although our trophy is stunning. It’s not even for the international press coverage we give our winners or the cachet of being around for over thirty years. But when you stand at the podium at the awards gala, surrounded by your peers who know that radio is the universal language – well, if that isn’t return on investment, I don’t know what is.

Talk about the importance of the Grand Trophy Award and the qualities those programs earning this award possess.
Rose Anderson: Grands are the Best In Show, it’s a simple as that – the highest scoring entries in a very competitive field. Those programs have stood out in two rounds of judging – preliminary and medal rounds. They are often compelling in subject matter, ambitious in scope, and off the charts in degree of difficulty. In short, they flat out amaze.

How has technology changed radio entries and what is its impact on content?

Rose Anderson: The tools available today – in sound design, in layering, in transmission – have meant that today’s entries are made on a level of complexity that wasn’t possible in years past. What we have done in our judging platform, which is password protected by the way, is to upgrade the player so jury members all over the world hear programs at that quality – and they can enter that aural landscape easily.

What three characteristics would you say make for a successful Radio Award entry?

Rose Anderson: Storytelling. Passion. Innovation. After all, it is the theater of the mind.

So, it was 2008 when the mobile app download companies came into being in plenty, every second company I knew was a mobile ad-network. I wondered and thought what will be the state of the industry when all these companies who are offering VC money to be blown away in wasted advertising stop being clients who feed this new breed of so called ad-networks, sorry mobile ad-networks.

Every ecommerce company I knew, every mobile gaming company I knew, every utility based company I knew was wanting to share that all important first screen that was dramatically becoming smart phones in the growing Asia Pacific markets. China, India, Philippines, Australia, Korea, Hong Kong, Indonesia had all seen some crazy growth in smart phones and mobile internet penetration automatically paving way to the developer ecosystem to take a giant leap forward in the Android based apps development that had started to see massive deployment of various apps across the Google PlayStore in various categories for consumers to ensure their lives would become easy.

Easy it did become but the options of choice became huge, not anymore was convenience and ease of use was choice, it was what was cool that became the option for choice. It was the millennial crowd fueling the growth of the industry and not all convenience or not all ease of use products were considered cool and vice versa.

Now this meant that there was no loyalty and companies that were well funded were only interested in capturing the screen forgetting fundamentals of business and in the search of more consumers they let these mobile ad-networks go down various routes including incentivizing consumers to download. That was the beginning of the downfall, I knew then that the game is going to end soon simply because end of day like in any business, customer retention does take center stage and board meetings had started to become volatile with founders not able to explain as to where their story is headed because the reason for pumping money into down load campaigns were simple, more downloads means more customers and more customers means more transactions and more time spent, which inadvertently was not the case and the installed base was constantly declining.

Then there was this clear aspect of cohort numbers from 0-7, 7-15 and 15-30 days that became the clear point of focus for brands to focus on, which meant that it was important for the consumers to be engaged through various offers and interactions that drove consumers back to the app. These were done through notifications and it drive the consumers bonkers. They either deleted the app or shut notifications, both were harmful for the brand owners. Over time cohort numbers revealed a disastrous trend, 95% apps downloaded by consumers were normally deleted. This made life very difficult and come 2012 things had changed by now there were million dollar companies that went bankrupt in the mobile ad-network space, clients realized they were getting nothing out of these efforts, affiliate marketing stories through third party platforms for validations and analytics couldn’t scale so then came the new rules of business in the app download markets.

It now rested on not just installs but with registration, by the end of 2012 it had moved to searches on the various offerings meaning if it was a travel app then solution providers had to not just get the travel app downloaded but ensure consumers searched atleast once for some flight routes for example. In ecommerce, it went all the way to transactions, which meant that service providers not only had to download the app but ensure that the consumers transact. So, numbers started to fall dramatically and by 2014, it was becoming impossible to scale any business in that category.
It was bound to happen, each app is atleast 8 – 20MB in size and having such presence on a screen that could not accommodate that kind of storage meant that the phone performance deteriorated and automatically consumers would look for better solutions by deleting apps that were weakening the phone’s performance. Now this was commonsense but duh we live in the world of competition and forget that there are more races in the Olympics than just the 100-meter sprint.

Now brands decided to have teams in-house, they built large digital marketing teams to ensure they could continue the meteoric growth they had seen two years ago and thought they could do a better job than the service providers, in this case the ad-networks in the mobile space. But little did they know that it had nothing to do with the service providers but this whole business of pushing consumers to participate or engage with them was a flawed model. The old marketing slogan of building a pull brand was forgotten by the most well-funded companies and today they have realized what it takes to build a great brand that determines automatic consumer pull and they are all correcting their mistakes, which are now over 8 years old. It isn’t an easy process but work has begun, companies who supported these initiatives in the mobile ad-network have pivoted and there is a massive change that is happening in the whole mobile advertising space.

Today transparency has become the key in both mobile and desktop internet advertising, which was lacking big time. Therefore, programmatic is growing simply because it not just gives the power to the advertiser through various machine learning tools but also ensures legitimate price for the publisher eradicating any fraud that could potentially happen and bring the advertiser close to the publisher to discover the audiences who matter. Due to this, we have seen that programmatic and programmatic direct advertising is growing phenomenally globally and it is the same with mobile too. The industry has changed and it is time for everyone to wake up from their slumber to embrace programmatic mobile first solutions that enables audience discovery and rapid video advertising adoption than the downloads that were being forced on consumers.

Anyway, we are not only seeing consolidation in the commerce space but have come to terms with consumer first approach in all the businesses in the eco-system to deliver value that just occupy the screen.

RIP – Mobile Download Advertising!

Written by Rammohan Sundaram,Managing Director & Senior Vice President - APMEA C1X Inc

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