MediAvataar's News Desk

MediAvataar's News Desk

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Dentsu Impact, the creative agency from Dentsu Aegis Network, has further strengthened their creative function with the appointment of Sumit Negi as an Executive Creative Director.

He will operate out of the Gurgaon office and will report into Anupama Ramaswamy, the National Creative Director.

Sumit’s key responsibility would be to take care of the creative output for Maruti Suzuki. He comes with 18 years of experience which includes brands like Mortein (India & International), Microsoft, Telenor, Del Monte India, MAAZA, Samsung Mobile Phones, Grey Goose Vodka, Whirlpool, NIIT, MOTOROLA, Hutch, Hyundai and LG.

Previously, he has worked in various agencies such as HAVAS, Leo Burnett, Contract, Ogilvy, DDB Mudra and Grey.

Commenting on the new role, Sumit Negi said, “Dentsu Impact is where things are on a roll. It’s great to be a part of an organisation which exudes positive energy. Cars have always fascinated me, and having to mainly work on a brand which has been a leader for decades, and is transforming itself, is an exciting challenge. Nurturing creativity to reach business milestones, is what I will be aiming at Dentsu Impact. Being a team player, I look forward to help in raising the bar and adding to the spirited environment in this place which Soumitra and Amit have kept alive. With Anupama at the helm of things, it is going to be a drive on top gear.”

Talking about Sumit joining the team, Anupama Ramaswamy, National Creative Director, Dentsu Impact said, “Sumit is a rare blend of calmness and energy. He understands the automobile category and knows the pace of the account. He is talented, passionate, and at the same time mature. I believe he will help us in this journey of growing Dentsu Impact to new heights.

Echoing a similar sentiment Soumitra Karnik, Chief Creative Officer, Dentsu Impact added, “Sumit’s maturity, calm demeanour and the manner in which he leads his team is what sets him apart. His passion and knowledge on cars gives Dentsu Impact an added edge. We are very happy to have him and wish him a fabulous future.”

Isobar, the digital agency from Dentsu Aegis Network, has elevated Shamsuddin Jasani (Shams), erstwhile Managing Director (MD), Isobar India to the expanded role of Group MD Isobar - South Asia.

As part of his new role, Shams will be responsible for the Isobar portfolio across the South Asia region. In addition, he will also continue as the executive sponsor for AMNET India operations and will continue to report to Ashish Bhasin, chairman and CEO South Asia, Dentsu Aegis Network.

As India stands to become one of the significant growth hubs inside the global Isobar network (with 6,500 people across 45 markets), this announcement comes as a very important move for Isobar globally. With this move, Shams will now focus on growing the Isobar portfolio across South Asia organically and through strategic acquisitions. It is pertinent to note here that Shams launched Isobar India in 2008 and has been successful in making the agency one of the most awarded and leading digital agencies in the country.

Commenting on the appointment, Ashish Bhasin, chairman and CEO South Asia, Dentsu Aegis Network, says, "Shams has proven himself to be a strong leader and has built Isobar India into one of the leading digital agencies of the country. I am sure with his leadership skills and focus, Shams’ expanded mandate will help Isobar into continuing its progress and growth across South Asia region.”

Commenting on his new role, Shams said, “I’m extremely happy to have been honoured with this new role. Even as Isobar India continues to grow, I am committed to leading our team in our persistent desire to create better brand experiences for our clients and their customers across South Asia. I look forward to carrying the legacy of Isobar and our global vision on the importance of brand commerce and digital transformation in building client businesses across the world."

Friday, 10 August 2018 00:00

Global Awards Announces 2018 Jury Chairs

New York Festivals Global Awards® 2018 competition, now in its 24th year, has announced the 2018 Executive Jury Chairs.

Internationally acclaimed global leaders, Kathy Delaney, Global Chief Creative Officer, Publicis Health and June Laffey, Chief Creative Officer, McCann Health will chair the 2018 Global Awards Health & Wellness and Pharma (Rx) Executive Jury panels, respectively.

Kathy Delaney, the 2018 Health & Wellness Executive Jury chair, was named one of “The Most Creative Women in Advertising” by Business Insider, and her work has been recognized by an endless array of organizations and competitions. She previously spent 12 years at Deutsch New York, where she helped to grow the company from a small boutique agency into an integrated marketing powerhouse. This year, Kathy was inducted into the MM&M Hall of Femme and named an HBA Luminary. She’s known to use her bold, creative vision to tell compelling human-centric stories that promote health and wellness while creating strong results for the agency’s clients.

June Laffey, 2018 Pharma (Rx) Executive Jury chair previously served as Regional Executive Creative Director for McCann Health Australia & Southeast Asia since 2016. She holds the distinction of being the most awarded female creative leader in the history of McCann Worldgroup Asia Pacific. June has also had a long association with the Global awards, having initiated Bravo! – the Global Awards ceremony in APAC, which was the inspiration for the ceremony in New York. June has also consistently served on the Global Awards Executive jury in New York. She is known for bringing passion, integrity, and love into every jury room she enters.

“Another year, another set of incredible executive jurors. We’re excited to have these prominent creative leaders on board to lead the 2018 Globals Executive Jury sessions,” said Fran Pollaro, Executive Director, Global Awards. “These powerhouse sessions determine which innovative creative ideas will achieve Global-level work and which incredible piece will be declared the Best of Show.”

Elizabeth Elfenbein, Chairwoman for The Global Awards had this to say about the 2018 Executive Jury Chairs, “Couldn’t be more thrilled to have these powerful empathetic women leaders join the Global Awards as Health & Wellness and Pharma Jury Chairs. Not only are they both incredibly accomplished creatives, they also truly care about their ability to impact society’s overall health. As chairs, they will serve their respective juries with the goal being to stimulate a conversation around the quality of the ideas in every dimension, as well to discuss the future of our industry and how we as creative leaders intend on helping move it forward. Our intent is that the executive jury leave the judging experience FEELING CREATIVE and that they each had a voice in what world class ideas look like.”

All entries into the 2018 Global Awards will be judged by the competition’s two-tiered jury process, the online Grand Jury and Global Live Sessions hosted at prominent international healthcare communication agencies, and the live Executive Health & Wellness and Pharma (Rx) Juries.

Global Awards’ Executive Jury and Grand Jury are recruited from more than 20 countries on six continents. The Global Awards jury selection process ensures that each entry is judged by renowned international talent with global knowledge and perspective from the industry. Specialized separate Consumer and Pharma (Rx) Executive Juries were announced in 2017 to evaluate creative entries within the Consumer and Pharma (Rx). These split juries allowed entries to compete with those submissions within their own competition.


This August watch enthralling stories of India Heroes – The Jawaans of the Indian army and the inspiring story of Netaji Subhash Chandra Bose

This Independence Day, HISTORY TV18 presents a marathon of the most inspiring stories that celebrate real Indian Heroes. Starting from 6th August, 2018 to 15th August, 2018 at 9PM, HISTORY TV18 brings you a series titled ‘HISTORY Honours India’s Valorous’ featuring iconic documentaries like Special Operations India: Surgical Strikes (Pathankot & Myanmar), Fire Power: Defending India and Netaji Bose: The Lost Treasure.

The one hour special documentaries are based on true events leading upto India’s Surgical Strikes in Kashmir, the Indian Special Forces action on insurgent camps in Myanmar and how the Indian Special Forces successfully prevented the terrorists from damaging Indian Air Force assets, in Pathankot.

Fire Power: Defending India, puts the spotlight on the Indian Army’s weaponry, logistics, technology, training and tactics. The show is also a tribute to those who put themselves in the line of fire, to defend our motherland.

Subhash Chandra Bose was one of the most dynamic leaders of India's struggle of independence. However, locked away in the vaults of South Block and protected by the Official Secrets Act for over half a century, HISTORY TV18 is all set to reveal one of contemporary India’s greatest mysteries on TV. The undying questions surrounding the mystery of the fabled INA Treasure and its disappearance along with Bose will come alive with ‘Netaji Bose: The lost treasure’ a HISTORY TV18 original documentary.

This Independence Day, celebrate the feeling of patriotism with History TV18 with the weeklong marathon.

Catch all the Independence Day excitement this August only on HISTORY TV18

WARC has released its report ‘Cannes Lions 2018: Insights from the Creative Effectiveness Winners’, and while there are were some disturbing trends lurking in the analysis of campaign trends, Savlon’s Grand-Prix-winning case study is a delight.

In this age of search, skip, and share, the importance of creativity is greater than ever. But creativity is as much about problem-solving as earning attention. If you want your marketing activity to be effective you have to start out with a clear idea of how it will make more money for the brand, then you need to make sure the execution is so remarkable, emotional or useful that it influences people’s behavior.

The ‘Savlon: Healthy Hands Chalk Sticks’ campaign boosted value sales by 53 percent growing market share by 2.2 percent. It is a classic example of a disruptive campaign that starts by identifying the opportunity to grow. Recognizing that the majority of handwashing sales were made to affluent, health-conscious urbanites, the Savlon team decided to sidestep the competition and focus on less affluent consumers.

To do so the team created chalk sticks impregnated with soap that were distributed for free to schools and NGOs. When children who used the chalk sticks washed their hands, they saw the chalk dust turn to lather. Putting soap in the chalk sticks not only introduced the children to the brand, it allowed them to experience the benefits first hand. The question then becomes how to build on this experience and, to do so, Savlon introduced 5 rupee sachets of hand wash distributed through half a million small outlets such as public toilets and railway stations.

For me this is a great example of disruptive growth because the agency and marketing team could simply have focused on fighting for market share and launched another ad campaign. However, as Ganapathy Balagopalan, Head of Strategic Planning, Ogilvy & Mather Mumbai, notes in the WARC report,

“In the hyper-competitive environment that we are in, the trick for brands is to do something tangible for consumers that’s useful, relevant and helpful.”

And while the ‘Savlon: Healthy Hands Chalk Sticks’ campaign clearly has had a short-term impact on sales and market share, I would also note that by engaging children directly it is building equity for the distant future as well. Even today’s Millennial generation is willing to admit it often uses the same brands its parents did.

The only doubt I have about the Savlon case study is the causal linkage between giving chalk sticks to children at school and encouraging wider use at home. I cannot help wondering if the physical availability and affordability of 5 rupee sachets in 500,000 sales outlets might not have had more impact on sales than distributing chalk sticks to children in 5,200 schools. But what do you think?


Written by Nigel Hollis,Executive Vice President and Chief Global Analyst at Kantar Millward Brown.

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