MediAvataar's News Desk

MediAvataar's News Desk

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Maurice Wee and Devika Johri have joined Grey Group Singapore as Creative Director, and Planning Director, respectively. They will both work primarily on the GlaxoSmithKline (GSK) account.

An experienced and dynamic creative, Maurice will oversee concept development processes of the creative teams. Devika is an insights-driven, culturally attuned marketing communications specialist, with a passion for distilling complex business, consumer & channel strategies. In their new roles, Maurice will report to Marthinus Strydom, Executive Creative Director (GSK), Grey Group Singapore, while Devika will work closely with Neil Cotton, Chief Strategy Officer, Grey Group Singapore.

Maurice joins Grey from BBH Asia Pacific, where he was Creative Director. A leader with a reputation for doing things differently, he achieved considerable success while leading the IKEA, Mentos, UOB Bank, and Singapore Tourism Board accounts. His very first campaign for BBH, the ‘Mentos National Night’ won the Campaign of the Year and Digital Campaign of the Year at the IAS Hall of Fame awards. In addition, he also made the front page of the Straits Times with the viral ‘The IKEA Bookbook’ campaign, which accumulated more than 5 million views in 3 days and has since become the most viewed IKEA YouTube video of all time.

Prior to joining BBH Asia Pacific, he was the global lead creative team for Singapore Airlines at TBWA Singapore, with the global brand campaign being named among the Top 3 Successful Campaigns of 2011 by Campaign Asia.

Before TBWA, Maurice honed his expertise at Ogilvy & Mather Singapore as Creative Director, and BBDO Singapore as Associate Creative Director. While at Ogilvy & Mather Singapore, he worked on Huggies, Soyjoy, Health Promotion Board (HPB), and Infocomm Development Authority (IDA), winning an Effie for a campaign to help teenage self-esteem. At BBDO Singapore, he played a significant role in winning new businesses. As a result, the agency was ranked #1 in Singapore by The Straits Times, and #5 in Asia by Campaign Brief Asia.

Maurice’s stint at BBDO Singapore was preceded by two separate stints at Saatchi & Saatchi Hong Kong (2001-2003) and Saatchi & Saatchi Singapore (1998-2001) respectively, winning a slew of prestigious awards at Cannes and picking up the Golden Gong (Best of Show) at the 2000 Singapore Creative Circle Awards. Over the course of his career, he has produced consistently excellent award-winning work, with accolades at Cannes, D&AD, Webby, Effies, One Show, AdFest, CCA, LIA, Clio, and HK4As.

Devika joins Grey from Ogilvy & Mather Singapore, with 11 years of cross-category experience in FMCG, and Media & Entertainment. As Global Planning Director, Unilever (Pond’s), she crafted high-impact communication strategies, collaborating with Unilever marketing upstream to identify sources of growth, and key consumer segments. Successfully integrating digitally-inclusive solutions alongside Media, Social, PR, and Shopper agency partners, she was instrumental in revamping the brand’s facial cleansing & male grooming business in the SEA and SA region.

She was on the client side before her stint at Ogilvy & Mather Singapore. At Star India Pvt. Ltd, Devika drove Content and Marketing strategies as Head of Consumer Insights, Life OK (General Entertainment Channel). Best known for transforming Life OK from a niche entertainment channel to a mainstream one, she crafted a brand-new channel agenda, launched several new programmes (Mahakumbh, Savitri, and Haatim), and developed a fresh identity visible within its culture, philosophy and consumer positioning.

Earlier in her career, Devika spent 7 years at DRAFTFCB+Ulka Advertising Pvt. Ltd over in Mumbai, India in the role of Group Account Manager, Strategic Planning. She developed an astute sense of positioning, optimizing brand connectivity and business objectives as a result, with an impressive portfolio encompassing clients across the FMCG and Media sectors. These included ITC Foods (Cookies & Confectionery), Wipro Consumer Care (Beauty Soaps), Bajaj Corp (Hair Care), Zee Enterprises (Entertainment Channel), and GCMMF – Amul (Milk & Dairy).

Konstantin Popovic, Executive Vice-President & Managing Director (GSK), Grey Group AMEA commented:” Maurice has an amazing history of producing ideas which disrupt the boundaries of creativity, and is passionate about nurturing and inspiring young creative talent. I am certain Maurice and Marthinus will make a formidable creative team, and raise the bar of our creative output. Devika prides herself on evolving rigid stereotypes in communication to reflect changing norms. Her portfolio aligns well with Grey’s ethos of producing Famously Effective work, and her experience across both the agency and client side will be a great asset.”

“I love that our business is constantly evolving and that there is always a need for fresh ideas. I can’t wait to start.” commented Maurice Wee, Creative Director (GSK), Grey Group Singapore.

Devika Johri, Planning Director (GSK), Grey Group Singapore said: “I want to thank Grey for this incredible opportunity, and look forward to leveraging my insights to bring the consumer and brand back to the forefront of communication strategy.”

Nine hours of Live & Exclusive coverage of The 146th Open on day 1 & 2 while six hours on the final two days

DSPORT, a premium sports TV channel by Discovery Communications India, has acquired long term India broadcast rights of ‘The Open’, Golf’s oldest and most prestigious tournament. ‘The Open’ is one of the four major championships in professional golf. DSPORT will telecast live THE 146th Open, set to get underway on 20th July 2017, at the Royal Birkdale Golf Club in Southport, England. Indian stars Anirban Lahiri and Shiv Kapur will be among several legends and other top stars of world golf, trying to lay their hands on the coveted Claret Jug.

Karan Bajaj, Senior Vice President & General Manager, South Asia, Discovery Communications India, said, “We continue in our endeavor to offer the best of global sporting extravaganzas to sports aficionados across the country. The acquisition of broadcast rights of The Golf will help us build and engage with the growing community of Golf followers in the country. DSPORT in a short span of time has built a strong array of properties across categories like Soccer, Golf, Wrestling, Tennis, Horse-racing, motor-sports and extreme sports.”

The Live and Exclusive broadcast will be in two phases across the four days of The Open.

Exclusive Telecast Timings:

July 20: 11 AM – 2:00 PM & 6:30 PM – 00:30 AM (IST)
July 21: 11 AM – 2:00 PM & 6:30 PM – 00:30 AM (IST)
July 22: 6:30 PM – 00:30 AM (IST)
July 23: 5:30 – 23:30 PM (IST)

Online video viewing will rise 20% in 2017, according to Zenith’s Online Video Forecasts 2017, published today. Global consumers will spend an average of 47.4 minutes a day viewing videos online this year, up from 39.6 minutes in 2016.

This increase will be driven by a 35% increase in viewing on mobile devices (smartphones and tablets) to 28.8 minutes a day, while viewing on fixed devices (desktop PCs, laptops and smart TVs) will rise by just 2% to 18.6 minutes a day.

This is the third edition of Zenith’s annual Online Video Forecasts report. It contains historical data and forecasts of online video consumption and advertising, together with commentaries on the development of individual markets by local experts. This year’s edition covers 63 key markets, up from 57 last year. By online video we mean all video content viewed over an internet connection, including broadcaster-owned platforms like Hulu, ‘over-the-top’ subscription services like Netflix, video-sharing sites like YouTube, and videos viewed on social media, like Facebook.

The amount of available video content is rising rapidly across all platforms, but social media platforms have been particularly quick to embrace video over the last couple of years. They have added tools to encourage users and brands to create and share videos, and are now broadcasting live video streams, such as sport events. In many markets Facebook is now the second-biggest supplier of video content, after YouTube.

Video viewing on fixed devices to peak this year, as viewing goes mobile

2017 will be the peak year of fixed-device video, which global consumers will spend an average of 19 minutes a day viewing. Viewing on smart TVs continues to rise, but not rapidly enough to compensate for the decline in viewing on desktops and laptops, as consumers shift their attention to mobile devices. We forecast viewing on fixed devices to shrink 1% in 2018 and 2% in 2019.

Meanwhile mobile video viewing – averaging 29 minutes a day this year – will grow 25% in 2018 and 29% in 2019, driven by the spread of mobile devices, improved displays and faster mobile data connections. By 2019, mobile devices will account for 72% of all online video viewing, up from 61% this year.

Online video adspend to grow 23% in 2017

The rapid growth of video consumption is leading to equally rapid growth in video advertising. We forecast global expenditure on online video advertising to grow 23% in 2017 to US$27.2bn, up from US$22.2bn in 2016. Annual growth peaked at 37% in 2014, and has since fallen gradually as online video advertising has grown in scale. We forecast 21% growth in 2018, and 17% growth in 2019, when online video ad expenditure will reach US$38.7bn.

Online video advertising is becoming steadily more important to the digital display advertising market, just as video is becoming an integral part of the consumer’s experience of the internet. By 2019 online video will account for 31% of total expenditure on digital display advertising, up from 28% in 2017, and 21% in 2012.

Online video advertising will be mobile first in 2018

Although most video viewing is now mobile, most advertising expenditure goes to fixed devices. We estimate fixed video adspend at US$15.2bn this year, compared to mobile video adspend at US$12.0bn. Videos viewed on fixed devices are displayed on larger screens, and often in less distracting environments, than those viewed on mobile devices. They are more effective at conveying brand messages, and so command a price premium from advertisers. By next year, though, that will no longer outweigh the higher volume of mobile video viewing, and mobile video adspend – at US$18.0bn – will overtake fixed video adspend – at US$15.0bn.

“Online video is one of the fastest-growing channels of advertising, triggering heavy demand from brands for high-quality content,” said Jonathan Barnard, Head of Forecasting and Director of Global Intelligence at Zenith. “Video platforms that can capture the attention of the most consumers with the best content will reap the highest rewards.”

“Online video gives brands the opportunity to use powerful digital technologies to engage with consumers as individuals, not demographics, in the sort of high-engagement environment that makes television advertising so effective for brand-building,” said Vittorio Bonori, Zenith’s Global Brand President. “Television and online video and television work well together as complements, the former offering reach and shared experiences, and the latter offering targeting and personalisation.”

We all know that brands become iconic by addressing a societal tension, so perhaps it is not surprising that the controversy swirling around President Trump and his actions should attract the attention of marketers. Whether that is a good thing, or not, depends on the brand and its target audience.

Politics is stirring up strong emotions and we all know that brands need to appeal to the emotions. But as this is less an inherent tension and more a gaping rift, brands are getting political. However, it can be risky when a brand bets its future on taking a political stand.

For some reason I am irresistibly reminded of that scene in Indiana Jones and the Last Crusade when the Grail Knight is asked which of a selection of goblets is the Holy Grail. He states,

You must choose. But choose wisely, for while the true Grail will bring you life, the false Grail will take it from you.”

Needless to say the bad guy chooses poorly. But he chooses poorly because he judges which is the true Grail based on his own values. Indiana, with a better understanding of the Grail’s origins chooses wisely.

This scene should be a salutary lesson to anyone trying to decide whether their brand should take a political stand. Choose wisely. Apart from the risk of a backlash from the brand’s customers because of misjudging what how they might react, it can be easy for the brand to come across as inauthentic and fail to connect the desired impression with the right brand. As one of the title of one of the sections in our latest reports states, no brand means no impression.

There are some brands who were duty bound to take a stand and to do it with their own inimitable style. In response to the news that President Trump was taking the U.S. out of the Paris Climate Agreement Ben & Jerry’s posted 6 Reasons Pulling Out of the Paris Climate Agreement Was Totally, Definitely the Right Move. With reasons like Being a Global Pariah Is Really Cool and a liberal set of references to their own products I suspect this post was right on target.

Turning to a video this time, we have Apple’s tribute to the planet using video shot on people’s iPhones. Using voiceover from Carl Sagan the video was described by Tim Nudd of Adweek as,

“a poetic warning of how much we have to lose.”

Thanks to Ann Green for bringing the video to my attention. As she noted this connection to the brand is hard to miss.

Of course, brands can also be more direct in their use of political controversy, as in the poster from Smirnoff which states,

“Made in America. But we’d be happy to talk about our ties to Russia under oath.”

Again, this seems like a good use of a political issue without losing sight of what the brand stands for.


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

Tuesday, 18 July 2017 00:00

Facebook Celebrates World Emoji Day

More than 2 billion people across the globe use Facebook every month as a place to connect and share thoughts, ideas and laughs with friends. In celebration of World Emoji Day on Monday (7/17), Facebook and Messenger are sharing new data that showcases which emojis people around the world are sharing the most (spoiler: everyone likes to laugh!)

More than 60 million emojis are used on Facebook every day and more than 5 billion emojis are used on Messenger every day. The top emoji used on Facebook in the US in the past 30 days is Rolling on the Floor Laughing emoji. The top emoji used on Messenger in the US in the past 30 days is the Face Throwing a Kiss.

A majority of the world is overwhelmingly filled with joy and laughter, as the most used emojis on Facebook globally in the last 30 days is the Face With Tears of Joy, followed by Smiling Face With Heart-Shaped Eyes and Face Throwing a Kiss. The most used emojis on Messenger in the last 30 days is the Face With Tears of Joy, followed by Face Throwing a Kiss and Smiling Face With Heart-Shaped Eyes.

In addition, to celebrate the highly-anticipated The Emoji Movie in theaters Monday, July 28, Messenger just added 16 new stickers of your favorite emoji characters within the app.

The sticker pack is live ahead of the movie being in theaters, providing fans a great way to make their Messenger conversations about the film much more visual and fun.

Sending stickers on Messenger can be done in three simple steps:

Open up an existing conversation in the Messenger app and tap on the smiley icon in the text field

Search Emoji Movie in the “search stickers” bar

Select your sticker(s) and send!

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