MediAvataar's News Desk

MediAvataar's News Desk

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Columbia College Chicago and Miami Ad School Teams Achieve Finalist Status

The Global Awards℠ Young Globals Student Competition & Internship program has announced the 2016 competition Finalists.

Launched in 2014 to identify and recognize emerging creative talent from around the world, Young Globals introduces students to the rewards of working in the healthcare and wellness advertising industry. The Young Globals is the only college/portfolio school competition for healthcare advertising that offers students an opportunity to submit their creative work, the chance to earn a prestigious Global Award, and the experience of test driving their career in healthcare advertising.

The 2016 Young Globals Finalist Teams:

Feed Your Future: Columbia College Chicago, USA
Erica Barringer: Art Direction
Cassie Benedict: Copywriter
Eric Kahl: Concept / Strategy
Give Nutrition A Chance: Columbia College Chicago, USA
Erica Barringer: Art Director & Designer
Tim Brutsman: Art Director
Patrick Herron: Copywriter & Strategy
Brandon Scavone: Copywriter
Marisa Persico: Public Relations
Pyramid War: Miami Ad School, USA
Marcelo Shalders: Art Director & Designer
Nellie Santee: Copywriter
Karol Gomez: Designer

Students were inspired by this year’s challenge brief and submitted their ideas for a compelling campaign for a (fictional) leading maker of diabetes medications to raise awareness about the link between unhealthy food choices, childhood obesity and type 2 diabetes.

Finalists were selected by the 2016 corporate agency sponsors greyhealth group and Havas Health & You. Gary Scheiner, EVP, Chief Creative Officer of greyhealth group and Beth Sabbatini EVP, Executive Creative Director of H4B Chelsea evaluated entries with their agency teams to determine the student submissions achieving Finalist status.

Ms. Sabbatini had this to say about the caliber of this year’s student entries, “The work we saw in this year's competition was really inspiring. It was great to see how the teams arrived at an insight and then brought it to life through a variety of engaging tactics including gamification, apps, and celebrity influencers.”

“I was really pleased to see the tremendous breadth and depth of thinking these students applied to this brief. No two ideas were even remotely similar,” said Mr. Scheiner. “For me, the ideas that rose to the top were the ones where the teams applied strategic thinking and real insights that drove their creative decisions. They presented rational arguments to make their case. The best ideas were original, highly creative, and on brief. I’m optimistic about the future of healthcare marketing.”

Finalist teams will be interviewed by the Global Awards Young Globals sponsoring agencies to determine the 2016 Young Globals award-winner.

The Young Globals award winners will receive a Global Award, have their work showcased at the 2017 Global Awards ceremony, and be given the opportunity to experience a paid internship (minimum of one month), based on their availability, at the sponsoring healthcare advertising agencies.

Monday, 27 March 2017 00:00

Instagram opens up new feature to brands

Instagram Stories, where users can share moments of the day in a slideshow format, has been a regular feature of Instagram since August 2016. The feature is now opening up to brand advertising with the launch of some new ad units following a two month beta.

According to Facebook, over 150m Instagrammers use Stories daily across the world. This is almost the same number of users that the entire Snapchat app hit in December 2016 (161m). The new feature is therefore proving to be very popular with brands. According to Instagram, 70% of users already follow a business on the app, so it is unsurprising that advertising in Stories has had a good take-up at launch.

Ahead of the official roll-out more than 30 advertisers were testing Stories ads. AirBnB claims it ‘saw a double digit point increase in ad recall’, as it allowed the brand to ‘reach the right audience, in the right mind-set, with the right story at scale […]’ and has supposedly ‘made a measurable impact.’

Adverts within stories are fully immersive, full-screen vertical ads. At first, brands will only be able to optimise their campaigns towards reach, however in the future this is expected to be expanded to different levels of interactions such as website clicks, website conversions and mobile app installs. The ads appear when a user is scrolling through a selection of stories and the ‘Sponsored’ marker appears at the bottom of the screen to show that it is a paid story. Initially the videos are limited to 15 seconds and are fully skippable.

Metrics such as reach, impressions, replies and exits from each story will be available from within the standard reporting tools. This will allow brands to use these insights to create more relevant content that will resonate with their users.

An important difference to standard reporting is that on Facebook and Instagram, a video view is counted after 3 seconds, however mirroring the same format on Snapchat, a view in the new Stories Ads is measured as soon as the ad appears.

Summary

The overall effectiveness of advertising with Instagram Stories is always going to depend on the audience. As with every new format, we will only truly see how it performs when more advertisers start to take advantage of it. It has all of the potential for brands to reach their users in a much more personal way with the immersive, full-screen presentation grabbing attention. But with reportedly 60%+ of users skipping ads ‘always’ or ‘often’, the real indicator, as with all social activity, will be measuring tangible business impact.

 

Source: Maxus Global

Monday, 27 March 2017 00:00

Maxus wins ITC media mandate

In one of the biggest account moves in recent times, ITC Ltd. has awarded its media AOR mandate to the GroupM media conglomerate, after a multi-agency pitch across some of the largest media and advertising networks. Madison was the incumbent agency on the business. Keeping in mind the highly-diversified portfolio ITC Ltd. offers across multiple locations, Maxus is putting together a highly specialised team called ‘Team ITC. The servicing team will be based out of Bengaluru and Mumbai, and the mandate is effective April 1st, 2017.

Kartik Sharma MD of Maxus, South Asia said, "We are excited and humbled to be chosen by ITC to be their media partner. We have huge respect and admiration for ITC in the way they have built their business and brands. We are confident that through our consistent investments behind cutting edge tools and a diversified talent pool across data, digital and content we will help deliver competitive edge to ITC for their future growth”

Over the last year, Maxus has been on an accelerated growth trajectory, adding several innovative services to their media investment planning capabilities. In 2016, ‘Maxus Kaleidoscope’ a mood based planning tool was launched. this web based tool will enable brands in India to align their communication basis the emotional and behavioral parameters of the audience. This is Maxus India’s second initiative on behavioural mapping, the first being Moribus- first of its kind behavioural sciences lab by a media agency.

Maxus also launched ‘Mesh’, a marketing command centre and dialogue engine, in partnership with Singapore-headquartered social media marketing firm Vocanic. Deployed across many blue chip advertisers in India and globally, Mesh enables Maxus to track brand health by reading environmental signals in real-time and offers actionable insights on earned, owned and paid media. Last year, Maxus also partnered with IoTBLR for pervasive computing. IoTBLR is the world’s largest IoT (Internet of Things) focused Meetup group.

Maxus has brought down its innovation technology consulting unit ‘Maxus Metalworks’ to India as well. Partnering with tech startups, universities, industry groups and artists, Metalworks incubates promising ideas and research and help brands market better in a connected world, working on areas of wearables, connected devices and other emerging technologies. All these developments give Maxus clients to edge with sharper targeting and effectively reaching their consumers .

Maxus won several prestigious domestic and international awards for not only their core capabilities on media, but also across data and analytics, as well as creative services. Maxus was also the No. 2 agency at the Emvies in 2016.

Speaking about the win, CVL Srinivas CEO GroupM, South Asia said "We are delighted to be chosen by ITC as their media agency partner. This win comes as a huge recognition that we are on the right path as far as future proofing our business is concerned in an otherwise highly commoditised media industry. The investments we have made in talent, technology and data are helping us keep our clients ahead of the curve. We look forward to partnering ITC on its next phase of growth".

ITC Limited is an Indian conglomerate headquartered in Kolkata, West Bengal, with diversified business includes five segments: Fast-Moving Consumer Goods (FMCG), Hotels, Paperboards & Packaging, Agri Business & Information Technology. The pitch was for the entire media mandate of the company across categories, for both urban and rural markets.

Online fashion shoppers to more than double to touch 130mn;

Fashion e-commerce to constitute 11-12% of total fashion market

India is in the midst of a digital transformation and Fashion is at the forefront of this change. Of the ~$70Bn Indian Fashion market today, ~$7-9bn is already digitally influenced. This influence is expected to multiply nearly 4 times to reach ~$30bn by 2020, a staggering number which will constitute 60-70% of the total branded apparel market. All this digital transformation is happening on the mobile with as many as 85% online apparel shoppers preferring mobile over any other device. The Boston Consulting Group (BCG) along with Facebook, today, released a report titled ‘Fashion Forward 2020’ that focuses on the rising influence of digital in the Fashion industry.

The report reveals that Fashion is the first category that most people buy online with nearly 30% of new shoppers likely to start buying online with Apparel & Footwear. Fashion E-commerce today, is already sizeable at 4-5% of total Fashion market and, is comparable to sales from department stores put together. Further, the report points out that online purchase for Fashion category will multiply nearly four times to reach $12-14bn by 2020 accounting for a significant 11-12% share of Indian Fashion market. 40% of this growth will be driven by a spurt in new shoppers, while the remaining will be driven by maturing existing shoppers.

Speaking about the key findings of the report, Rohit Ramesh, Partner & Managing Director, The Boston Consulting Group, India said, "The spurt of new Fashion shoppers will bring with it a fundamental shift in the profile of online fashion shoppers. The 2020 shopper will no longer be the typical young, metro-residing male of today – By 2020, nearly half the shopper base will be women, more than 50% will come from lower tiers (Tier 2 or even lower) and ~37% will be older than 35 years of age"

The report then talks about how the changing face of the fashion consumer will bring about a change in the online purchase behaviour. Today, while discounts are the largest drivers of online shopping, the new online shopper will look beyond discounts. Women & lower tier shoppers, for example, are driven more by variety while older shoppers care more about convenience. Hence, the online fashion market will increasingly pivot towards variety and convenience.

"This report clearly lays out the pivotal role of digital in the fashion industry, this trend is not limited to urban metros alone but is spreading across geographic and demographic segments. By 2020, 33% of all urban fashion consumers will buy online which means for a mobile first country like India we will witness a high number of purchases taking place on the mobile said Umang Bedi, Managing Director, Facebook India & South Asia. He further added, “Mobile has become central not just to the way brands market and sell, but also how they design products, plan merchandizing and engage with customers end-to-end."

A key finding of the report is around the interplay of online & offline channels in consumer paths to purchase. The online shoppers are using a number of channels to discover, research and purchase apparel. Digital has become a significant channel in the entire journey of the consumers and not just the purchase stage. Consumers are increasingly going online to discover the latest trends, designs and get to know about brands. A quarter of all transactions by online apparel shoppers are conducted entirely online. In the future, this is expected to rise as consumer confidence in online shopping increases. The report showcases multiple opportunities for digital to further strengthen customer experiences across these purchase journeys.

The report call outs the need for shift in media spending towards digital where further scope exists for brands & retailers as currently only ~10-15% of ad spends are on digital media, despite the magnitude of digital influence on fashion spends. The report finally draws out implications for fashion players to win in this digital world which include 'here & now' strategies like leveraging digital to connect with consumer across the various touch-points to more futuristic strategies like optimizing assortment at 'individual' level and digital-enabled personalization.

Report Methodology:

The findings in this report are based on qualitative and quantitative research conducted by BCG’s Centre of Customer Insight (CCI). Insights from this research were then combined with BCG’s proprietary models as well as BCG’s industry intelligence.

 

The best romantic films have given Hindi cinema some of its most unforgettable and heart stopping moments and Sony MAX 2, India’s iconic Hindi movie channel will be taking viewers on a romantic journey with its movie festival, ‘Just Married’ starting 25th March until the end of this month.

Bringing some of the best movies of all times, there is something here for all the lovers! Right from smash-hit romantic movies like Dilwale Dulhania Le Jaenge to tales of forbidden love like Hum dil de chuke sanam and heartbreaking films that we defy you to watch without sobbing like Mehndi and Raja Ki Aayegi Baaraat, Sony MAX 2 will leave you wanting more.


Come, fall in love this March with Sony MAX 2

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