MediAvataar's News Desk

MediAvataar's News Desk

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Discovery Communications India, the country’s leading infotainment network, has appointed Geetanjali Bhattacharji, erstwhile CEO of Spatial Access (leading media & production audit firm), as the Head of Brand Partnerships & Content Integration, based out of Mumbai.

In her new role, Geetanjali, working in close association with Vikram Tanna (VP, Advertising Sales & Business Head of Regional Clusters), will focus on creating engaging content partnerships with brands by drawing synergies between brand purpose and Discovery’s exciting content line-up across its portfolio of channels, including the upcoming Discovery JEET.

Karan Bajaj, Sr Vice President & General Manager, South Asia, Discovery Communications India, said, “It is an opportune time to have a content and media optimiser like Geetanjali on board. Discovery Jeet’s content is under development, besides we have been working to make the brand proposition of each of our marquee channels more focussed towards specific target audiences. Geetanjali’s skills and understanding for this space will help deliver impactful, purpose-driven partnerships to Discovery’s valued brand partners in their quest to reach diverse and evolving audience communities.”

A marketing veteran with more than 20 years of work experience, Geetanjali has advised brands on unbundling creativity, optimising content production, partnerships, media-investments and all marketing spend.

Speaking on the occasion, Geetanjali Bhattacharji, said, “I am extremely excited about being part of a journey that delivers to millennials meaningful content that entertains and yet provokes thought. Given the fragmentation of consumers, JEET fills a clear gap in the Hindi GEC space: providing relevant content choices to male millennials and Tier II & III families who aspire to be a part of the change around them but are missing out on the action.

It’s time for brands to align to the purpose of the content they support and I am looking forward to establishing JEET as the channel that delivers an elevated purpose for mass storytelling on television.”

 

This awards season, The Quint is on a winning streak. The digital news platform has gained recognition from two of the biggest media awards – South Asian Digital Media Awards 2017, presented by the World Association of Newspaper and Publishers, and the Digipub Awards.

In September 2017, The Quint (www.thequint.com, hindi.thequint.com) was acknowledged as a digital media pioneer at the South Asian Digital Media Awards, where it won three Golds and two Silvers. The Quint won Gold for the Best Use of Online Video, Data Visualisation and Innovation. It took away Silver in Best News Website and Best Use of Online Video categories.

More recently, The Quint outshone other digital media houses at the Digipub Awards, where it took home a total of eight awards. Apart from winning Gold for The Best News Website, The Quint received five Golds in the Best Article Series, Infographic Design, Interactive Story, Use of Video, and Design categories. In addition, it was awarded two Silvers for the Best Interactive and the Best Use of Social Media. The Digipub Awards accredit Indian digital publishers on the basis of various parameters, such as content, brand partnership, and overall user experience.

The Quint offers a compelling combination of content with topics ranging from business and politics to sports and entertainment. Strong, innovative videos are one of The Quint’s big offerings. Since its inception, the digital platform has successfully created strong connections with its viewers, and has consistently been on a growth trajectory.

In a span of just two years, The Quint has earned the trust of some of the top global and local brands who have chosen to advertise on its platform.

Tuesday, 26 September 2017 00:00

2017 Best Global Brands Report

Apple and Google hold the top two spots, while Ferrari, Netflix and Salesforce.com enter the list.

India is the crucible for the 2017 Report’s theme says Interbrand India MD Ashish Mishra

Interbrand has named Apple, Google, and Microsoft as the three most valuable brands in its 2017 Best Global Brands ranking, with technology as the dominant sector. Now in its 18th year, this report’s theme is Growth in a Changing World, and examines three key components: People, Technology and Brands.

This year, the list features three new entrants: Ferrari at #88, and Netflix and Salesforce.com, who make their first appearance on the list, at #78 and #84.

“We are living in one of the most exciting periods of change¬¬—societal, technological, industrial—that impacts every aspect of commerce and life,” said Jez Frampton, Global Chief Executive Officer of Interbrand. “In this ever-shifting context, growth becomes more challenging, which is why businesses need brands more than ever. The Best Global Brands understand that brands are the platform for growth.”

For five consecutive years, Apple and Google hold the top positions. Apple’s brand value grew by 3 percent to USD $184,154m, as Google’s brand value by 6 percent to USD $141,703m. Microsoft jumps into #3, as one of sixteen brands with double-digit percent growth. Following Coca-Cola at #4, sits Amazon,Samsung, Toyota, and Facebook, which breaks into the Top 10 for the first-time at #8.Mercedes-Benz, and IBM round out the Top 10.

Commenting on the theme of the Best Global Brands 2017, Ashish Mishra, Managing Director, Interbrand India said “Growth in a changing world’ is best exemplified by the Indian market. We are one of the fastest growth markets as well as the one that is undergoing maximum change. The upward mobility, democratization and technology are the forces that will drive change which in turn will drive growth, which will further drive change thus creating a virtuous upward spiral. Within this future, Brands will have to make that “meaningful demand driving connection” between people and technology. Forging stronger connections in the world’s most populous nation will also be a happy fillip to its celebrated heterogeneity and drive the evolution of society at large.”

The five Top Growing Brands include Facebook (48 percent growth) who leads for the second year running, Amazon (29 percent), Adobe (19 percent), Adidas (17 percent), and Starbucks (16 percent).

More than half of the Best Global Brands came from four sectors: Automotive (16), Technology (15), Financial Services (12), and Fast-Moving Consumer Goods (9). Retail is the top growing sector in percentage terms (19%), followed by Sporting Goods (10%), Technology (8%), Logistics (7%), and Financial Services (6%).

Tuesday, 26 September 2017 00:00

GolinOpinion launches Relevance India

GolinOpinion, the PR division of PointNine Lintas, released its first marketing product, Relevance India.

At an event in Mumbai, Fred Cook, global Chairman, Golin unveiled the Relevance framework which is being rolled out globally. The research was conducted in 13 markets, including India, covering over 13,000 respondents. The first round of data from the study indicates that in the battle for relevance, truth is having a moment of truth. Golin’s global research focused on three categories that touch billions of lives every day: social media, personal banking and automotive.

The one dimension that is currently driving relevance across all categories is popularity: being talked about and recommended by others showing that talkability trumps truth.

Speaking about the findings at the event, Fred said, “Relevance is what attracts and keeps people paying attention to what brands have to say and moves them to act. This is something that we, as marketers and communicators, can directly impact. We’ve been studying, and perfecting the art of analyzing relevance for years because we understand that it is the most important measurement of a brand. Our research indicates that despite people being continually let down by the perceived trustworthiness and truthfulness of brands, they continue to buy their products and services."

The study includes India and the data has been mapped across 13 countries throwing up some interesting similarities and anomalies. GolinOpinion has taken the research framework and customised it to a dashboard for brands to monitor their health on the 15 parameters of Relevance. Clients in India can subscribe to Relevance to add their product category and brands to the Relevance Dashboard.

Speaking of the India launch, Vikas Mehta, CEO, PointNine Lintas, said, “Finding a unified metric that can measure the impact of multiple marketing initiatives is one of the biggest challenges today’s marketers face. In Relevance, I believe GolinOpinion has found a viable choice that replaces data analysis with data analytics. It’s a great way for any brand to find out where they stand vs. competition, locally or globally.”

Ameer Ismail, Chief Growth officer, PointNine Lintas and President GolinOpinion said, “As the landscape changes rapidly and as brand managers or communication professionals it is extremely important to have data based insights to decide the interventions that are important for the brand and its agency partners. This is tool is designed to give brands an edge.”

Conducting a brand audit, or an ongoing consumer track is a tedious and expensive way for brand managers to find out the health of their brand, making it a luxury only the bigger brands can indulge in. Relevance is fast, robust and yet, easy to use.

Vikas adds, “Today we have access to Tools, Talent and Technology to replace periodic data collection with real-time data. Most brand tracks today are like an annual health check a brand does. They tell you everything in hindsight. Our vision for Relevance is foresight. We want to make it the FitBit of brand health that every brand manager can access.”

Developmental work is being done in Chicago and Mumbai, to further improve functionalities of the tool including real-time data integration.

In India

The India data, that covered three categories, threw up some interesting aspects:

People around the world believe that their ideal brand would deliver on being trustworthy (ethical, moral, honest and truthful however according to the research, study the reality tells a different story. Of the most relevant brands studied, 0% met the ideal when it came to being trustworthy; while people are seeking it, leading brands aren’t seen as relevant. 91% of the most relevant brands studied exceed the expectation when it comes to being popular. This is a part of a major shift.

Having lost faith in brands and institutions, people are looking to each other, to their trusted tribes – friends, family, advocates and influencers – for validation in the choices they are making. Popularity isn’t a frivolous, fleeting dimension. Talkability means putting a premium on the people who will vouch for and recommend your brand.

Within the three categories studied it was found that social media category, research found that people don't need truth; they want to be entertained. People prefer local banking over global – and since all banks are under-delivering on the ideal, unique relevance drivers in this category have emerged. And the automotive category struggles to have a breakout relevance brand leader.

An ideal banking brand in India is Trustworthy, Effective and Transparent. As with other categories, respondents scored brands very similarly to one another, though SBI scores higher against the ideal and exceeds expectations on Essential and Popular. None other bank in 12 other countries, where the research was done, scored so high on trust.

The automotive sector which covered global brands, shows Honda as a clear Relevance leader in India, followed by a close competition between Toyota and Ford. Nissan has low relevance, while Fiat is barely known. In India, an “ideal” automotive brand is Trustworthy, Effective, Authentic and Innovative. However, there is little difference in how consumers score each brand.

Social media is a highly-relevant category overall in India, with Facebook and YouTube ranking at the top in relevance. Local channel Hike is less relevant than global channels.

Macro global trends included:

Screens win out over people

· Social media (59%) and television (57%) consistently ranked first and second above “word of mouth from friends and family” (45%) as the most relevant sources of news and information

Word of mouth sees gender differences

· Word of mouth from friends and family is more relevant to women (50%) than men (39%)

People are drawn to pragmatic and funny

· The top characteristics of information people found relevant were useful/practical (54%), informative (53%), and funny (35%), beating out others like inspiring, shocking and exciting

Media Research Users Council announced the changes in its Board post the 23rd Annual General Meeting held in Mumbai on 13th September 2017.

The new MRUC Board consists of six new members, namely Raj Jain, CEO, Bennett Coleman &Company; Rajiv Varma, CEO, HT Media; Girish Agarwal, Director, DB Corp; Vikram Sakhuja, Group CEO, Madison World; Sandeep Sharma, President, RK Swamy Media Group; and Sameer Satpathy, Chief Executive – Personal Care, ITC.

Ashish Bhasin, Chairman and CEO - South Asia, Dentsu Aegis Network, is the new MRUC Chairman, who takes over from I Venkat, Director, Eenadu.

Other members of the Board include Inderjeet Singh, Brand Leader - Consumer and Market Knowledge, Procter & Gamble India; Pratap Pawar, Chairman, Sakaal Media Group;Ravindra Kumar, Editor and Managing Director,The Statesman;Satvir S Kataria, President, Marketing,Hari Bhoomi; Siddharth Kothari, Director,Rajasthan Patrika, Kartik Sharma, Managing Director, South Asia, Maxus; Anupriya Acharya, CEO, Publicis Media India; NP Sathyamurthy, Executive Director, DDB Mudra Group and President, OMD Max; Shashi Sinha, CEO, IPG Media Brands; Rohit Gupta, President, Sony Pictures Network India, I Venkat, Director, Eenadu, Shailesh Gupta, Director, Jagran Prakashan; Punit Misra, CEO – Domestic Broadcast, Zee Entertainment Enterprises; and Rajeev Singh, Member (Finance), Prasar Bharti.

Commenting on his appointment as MRUC Board Member, Vikram Sakhuja said, “It is a privilege to serve on the MRUC Board. In an era of burgeoning multiple media, the need to have a single credible media baseline is important. It is also critical to have a good fix on print readership to support and give confidence to one of the few markets where print continues to grow. The IRS has played this role all these years, and is now coming back after a gap. Inevitably there will be some gainers and losers. The challenge lies in holding all constituents together in this cause irrespective of how they fare. I see an opportunity in building robustness of data by collating both readership and circulation data under the aegis of RSCI.”

On being elected as a Board Member, Girish Agarwal, said,“I am very excited to join the MRUC Board as I strongly believe that this is the most opportune time for the industry to provide relevant data to the stakeholders.MRUC has contributed a lot for the industry. In the given changed scenario, under the leadership of a new Chairman, the high energy board will certainly do a lot going forward in terms ofhelping the stakeholders get the required and much awaited knowledge and information from research.”

Sameer Satpathy noted, “The Indian media industry is witnessing a radical change in the way it is consumed. In an always-on social world, media and marketing research is set to become more dynamic. I am happy to be a part of the MRUC Governing Board and look forward to working closely with the Board to help create a robust research framework,"

Sandeep Sharma commented on his appointment, “MRUC is a premier industry body and I am happy to be part of the Board. I look forward to encouraging multi-media research measuring “efficacy and impact” to aid better ROI driven decisions by the industry. Secondly MRUC should leverage new age media and technology to enhance the research process and offer new research products incorporating real time data.”

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