MediAvataar's News Desk

MediAvataar's News Desk

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Wednesday, 04 May 2016 00:00

Authenticity in the Eyes of Consumers

Cohn & Wolfe unveils the 100 Most Authentic Brands

Cohn & Wolfe, a global communications agency, today unveils its inaugural Authentic 100, an annual index of global brands ranked by consumer perception of authenticity. Among the top 20 brands in the global Authentic 100 are Disney, Amazon, Apple, Samsung, Lego, Ford, Google and Coca-Cola. The full Authentic 100 is available at Authentic100.com.

The 2016 study on authenticity defines for the first time what consumers believe are the individual attributes of authentic behaviour and whether a brand displaying these attributes will affect the actions of consumers. The study identifies a large “authenticity gap” between brands and consumers, with 75 percent of nearly 12,000 consumers surveyed across 14 markets indicating that brands and companies have a credibility problem.

Key findings of the study include:

· High Global Cynicism: Consumer cynicism is highest in Western Europe, with only seven percent of those surveyed in the UK, France, Germany and Spain – and a mere five percent in Sweden – describing brands as “open and honest.” In the least cynical countries – China and Indonesia – that number only climbs to 36 percent and 35 percent, respectively. Americans fall somewhere in the middle, and closer to the global average of 22 percent, with less than a quarter of Americans (23 percent) seeing brands as honest.

· Privacy Matters: Given the recent public standoff between Apple (#5 on the global Authentic 100) and the United States FBI over encryption technologies, it is worth noting that privacy concerns are now seen as a core component of what makes a brand authentic in the eyes of consumers. Globally, “protecting customer data and privacy” ranked as the fourth most important attribute of authenticity today.

· The Authenticity Opportunity: Nearly nine out of 10 consumers are willing to take action to reward a brand for its authenticity, including 52 percent who would recommend the brand to others and 49 percent who would pledge loyalty to the brand. Twenty percent would be prepared to put their money on the table and invest in a brand that proves its authenticity.

· Authenticity as a Personal Experience: Consumers are looking for daily, real-life reminders that they can count on brands. In defining authenticity, they prioritize “high quality” (66 percent) and “delivering on promises” (70 percent) over more lofty measures like “social responsibility” (57 percent) and “environmental responsibility” (55 percent).

“The rules of communication have irrevocably changed, and we’re seeing consumers reward brands that understand how to engage with them openly and honestly. In fact, consumers will forgive the occasional corporate misstep if a company is upfront, and addresses the issue head-on,” says Donna Imperato, CEO, Cohn & Wolfe. “The brands topping the Authentic 100 understand this, and have demonstrated consistently that they value more than just their bottom lines by fostering a genuine dialogue with their customers.”

For the first time, Cohn & Wolfe has created and applied a proprietary algorithm, reflecting the three driving factors guiding consumers’ perceptions, to diagnose how brands perform on authenticity. Cohn & Wolfe’s analysis has identified three key drivers of authenticity: 1) Reliable: Consumers rate brands as authentic when they “deliver on promises” and are of “high quality”; 2) Respectful: These brands “treat customers well” and “protect customer data and privacy” – a key concern for consumers across markets; and 3) Real: Brands that rate high on this driver “communicate honestly” and “act with integrity.”

Red FM bags 15 awards including ‘RJ of the Year’ & the ‘Most Admired Radio Station for Customer Engagement’ at two prestigious award ceremonies – Golden Mikes 2016 and ACEF Awards 2016

India’s leading FM radio network 93.5 Red FM has been honoured for its quirky yet engaging campaigns over 2015 at Golden Mikes awards which took place on the 28th April 2016 and ACEF awards held on 29th April 2016. While the Golden Mikes celebrates the best of radio advertising on stations across India and acknowledge the contribution of radio stations, the latter honours the best customer engagement programs planned, implemented and executed with the best ROI across industry in the Asian region.

Red FM’s famous campaign Bengaluru's Most Wanted, was awarded for Best On Air Promotion by a Single Radio Station for Self (Sponsored by a Client) category while Cyber Kaand campaign was awarded for the Best Public Service Initiative by a Radio Station, at the Golden Mikes awards. Red FM’s signature quirk and innovation was duly appreciated at the awards night, as Red FM’s campaign ‘Don’t be Horny’ was awarded along with ‘Cyber Kaand’ campaign as the Most Unique Programming Concepts / Ideas. Adding more awards in its kitty Suryan FM was honoured for its Blood donor directory under Best On Ground Promotion by a Single Station for a Client (Single Station). The 2016 edition of the Golden Mikes awards concluded with RJ Praveen of Kolkata receiving excellence award for the RJ of the year. RJ Parveen has also been the winner of New York Festivals in Best Innovation and Best Narration category.

Before the Red FM team could savour their wins, another prestigious awards evening made the victory for Red FM even sweeter. Red FM ruled the roost at the ACEF awards by bagging a total of 5 gold, 2 silver and 1 bronze medal & the coveted title of ‘Most Admired Radio Station for Customer Engagement’. Red FM’s Integrated Marketing campaigns Ek Kahaani Aisi Bhi Season 3 & Book Launch and the Nepal Earthquake initiative were honoured with Gold medals. Diwaal Pe Bawaal, RED FM Bajaa Machchar Bhagaa and the Stay Strong Chennai initiative were also felicitated with gold medals. The silver medals came in way for Malishka ke 10 Saal for Creativity category and Bahot Kiya Sammaan for effectiveness category. The digital marketing campaign Kill A Cigarette won the bronze for Successful Use of CSR activity.

Commenting on the wins at Golden Mikes and ACEF, Nisha Narayanan, COO, Red FM said, "The team at Red FM has always believed in bringing impactful innovation, creativity, and relevant programming and campaigns that entertain, excite and engage our listeners. Winning these awards is a testament to our efforts and extremely heartening. It’s encouraging to see our long standing activities and campaigns being recognized at such prestigious platforms. We will continue to push the limits of creativity and take the innovation quotient a notch higher with our upcoming campaigns this year”.

 

The Zee Hindi Movies Cluster including Zee Cinema, &pictures and Zee Classic amongst others has bagged seven awards at the recently held Asian Customer Engagement Forum (ACEF) Awards in Mumbai.

Zee Cinema has won two gold awards, &pictures has won one gold and two bronze awards, and Zee Classic has bagged one gold and one bronze award.

Business Head, Zee Hindi Movies Cluster, Mr. Ruchir Tiwari commented, “We are extremely happy to have won seven awards at ACEF awards which is a global platform for recognition in the industry. It keeps us motivated to entertain our viewers in the best way we can.”

Zee Cinema – India’s most preferred destination for Hindi movies, won the prestigious gold award in the Innovation category for LUX Zee Cine Awards 2016. The mobile campaign with the core thought of India’s only genuine awards reached out to a whopping 1.3 million users where people were creatively engaged in interactive activities. The channel won another gold award for efficient effectiveness of Digital Marketing for the promotion of World Television Premiere of Singh is Bliing. The campaign encompassed all social media platforms with the objective of reaching out to the maximum number of people.

&pictures – India’s premium mass Hindi movie channel, won the gold award for Best Use of Celebrity Endorsement in the online media category for the World Television Premiere of Badlapur. A trade mailer idea was conceptualized in which the mail appears to be a letter written by Varun Dhawan, the lead actor of the movie. A bronze award was won by the channel for innovation in the Newspaper category for the promotion of Badlapur. The print advertorial conveyed the high points of the story of the movie Badlapur, in the form of news articles. Lastly, the channel also won a Bronze award for showcasing creativity in the Newspaper category for promoting the &pictures premiere of Tanu Weds Manu Returns. The print ad was made in the format of a wedding invitation card, inviting readers to attend the crazy wedding and figure out who finally gets married.

Zee Classic catering to the connoisseurs of Golden Cinema, won the esteemed gold ACEF award for innovation in the Publication category for its very successful movie festival – Classic Debut. Instead of releasing regular ads for the festival, the channel along with IMPACT magazine contacted fourteen well known media personalities of current times and published a 4 page advertorial highlighting the debut of these personalities in the industry. The channel also won a bronze award for innovation in the Out of Home Media category for the Zee Classic Train Activity done for “The Golden Years with Javed Akhtar”. Local trains in Mumbai were selected and were exclusively branded as Zee Classic Radio trains along with playing classic melodies and untold stories narrated by the veteran lyricist and poet, Javed Akhtar.

Bengali Music channel, Music F-Fatafati has recently announced a sales alliance with renowned ad sales representation house, Aidem Ventures.

Music F-Fatafati, launched in 2014 is the only 24-hour Bengali music channel that has 3 hours of original 3D animated content. The animated characters of Jogai, Madai, Pappi Da, Blackie Bhai and Jhalmuri are a rage & have become household icons in West Bengal. Latest Bollywood tracks dubbed in Bengali, Bengali chartbusters & classics, Twitter integrated music shows and non-stop entertainment are some features that culminate into the channel’s fresh & exclusive content.

Commenting on the tie-up, Alok Rakshit, Business Head, Aidem Ventures said, “Since the Bengali audience is culturally inclined, the music genre dominates West Bengals’ viewership that entices the advertisers, broadcasters and media planners alike for their brand promotions. Music F-Fatafati, within a span of 2 years has created an ineffaceable impression in the minds of the viewers & music enthusiasts in West Bengal. With a TG of 15+, Music F-Fatafati will be a huge opportunity for the brands to reach out to the young audience as well. We are certain that Aidem’s prowess in the West Bengal market will now surge with Music F-Fatafati. Also, we, at Aidem will only aim at raising the bar for Fatafati going ahead, leading to a mutually beneficial partnership.”

Promoter of Fatafati Music Channel, Siddharth Mishra said, “The level of professionalism & product knowledge with which Aidem teams represent their channel partners in the national market is noteworthy. This coupled with their prior experience in handling music & Bengali news television brands made Aidem an appropriate choice. I am sure Music F-Fatafati will benefit from this partnership and unleash its true potential as a valuable advertising platform.”

For the record, Music F-Fatafati, within 2 years has become one of the leading music channels of West Bengal. Apart from its innovative programming, its availability across all major DTH & MSOs like Tata Sky, Airtel, Dish, Hathway, Siti Cable to name a few has largely contributed to its success today.

WPP, Ogilvy & Mather, Coca-Cola Company Top 2016 Global Results

Effie Worldwide released the global results for the 2016 Effie Effectiveness Index—the foremost ranking in the marketing and advertising industry— listing the most effective marketers, brands, agency holding groups, agency networks, agency offices and independent agencies around the world.

The most significant movement was within the agency networks ranking, with Ogilvy & Mather moving from third to first place, reclaiming the top slot that it has held for three out of six years since the Effie Index was established. The agency’s holding company, WPP, has held its lead as the top agency holding company for five consecutive years (Omnicom topped the inaugural Effie Index in 2011).

“For nearly 50 years, the Effies have been the gold standard for effectiveness and the Effie Index, now in its sixth year, has emerged as the measure by which our industry defines success,” said Neal Davies, President & CEO of Effie Worldwide. “The anticipation and jockeying for top rankings is built up throughout the year and it is always exciting to see which agencies in particular, come out on top."

The Effie Index recognizes the companies that create the most effective marketing communications ideas from around the world, determined by their success in more than forty national, regional and global Effie Award competitions.

Companies ranked highest in the 2016 Effie Index include The Coca-Cola Company (marketer) and Coca-Cola (brand), WPP (agency holding group), all holding fast to the top slots they earned in 2015. Ogilvy & Mather topped the agency network rankings, unseating BBDO Worldwide who, like Ogilvy & Mather, has enjoyed the success of top ranked agency network three out of the Effie Index’s six years. McCann’s FP7/DXB (Dubai) is the most effective individual agency office globally, and Budapest’s ACG Advertising Agency is once again the most effective independent agency (they previously ranked first in 2014).

The 2016 Effie Index global rankings are compiled from over 3,000 finalists and winning entries from worldwide Effie Awards competitions that announced finalists/winners between January 1, 2015 and December 31, 2015. To review all worldwide, regional and national rankings visit www.effieindex.com.

Effie Index Global Rankings (in order of ranking):

The top five most effective marketers in the world, according to the Effie Index are: The Coca-Cola Company, Unilever, Procter & Gamble, Nestlé and PepsiCo (all but Nestlé held the same place in 2015).

The top five most effective brands in the world are: Coca-Cola, Vodafone, McDonald´s, Samsung and Movistar. Samsung made its debut into the top five for the first time. All other brands in the top five held their spots from 2015.

The top five most effective agency holding groups in the world are: WPP Group, Omnicom, Interpublic (IPG), Publicis Groupe and Dentsu Aegis Network. All holding companies held the same positions as 2015, with Dentsu Aegis taking the place held by Havas for the past 5 years.

The top five most effective agency networks in the world are: Ogilvy & Mather, BBDO Worldwide, McCann Worldgroup, MullenLowe Group and DDB Worldwide. In 2015, BBDO Worldwide ranked first, followed by McCann Worldgroup, Ogilvy & Mather, Lowe & Partners (now MullenLowe Group) and Young & Rubicam.

The top five most effective individual agency offices in the world are: FP7/DXB (Dubai, UAE), Ogilvy & Mather (Mumbai, India), Sancho BBDO (Bogota, Colombia), ACG Advertising Agency (Budapest, Hungary) and tied for fifth place are Ogilvy & Mather (New York, USA) and MullenLowe Lintas (Mumbai, India).

The top five most effective independent agencies in the world are: ACG Advertising Agency, (Budapest, Hungary), Güzel Sanatlar (Istanbul, Turkey), MINT (Dubai, UAE), Droga5 (New York, USA) and Wieden+Kennedy (Oregon, USA). This is the first time Droga5 ranked among the top five Independent agencies on a global level, and a return for Wieden+Kennedy who last made the global Effie Index top five in 2012.

The Index is constructed by converting every Effie award and finalist into points – twelve for a Grand Effie, eight for Gold, six for Silver, four for Bronze and two for a finalist (with contributing agencies receiving half these points). Every brand and company ranked in the Effie Index has undergone rigorous evaluations of their case studies and work by expert industry judges to prove that their marketing achieved compelling results.

The Index can also be analyzed by region and the companies that ranked highest in each region in 2016 are:

Asia Pacific

Unilever (marketer), McDonald’s (brand), WPP Group (agency holding group) Ogilvy & Mather (agency network), Ogilvy & Mather Mumbai (agency) and Socialab – Beijing (independent agency).

Europe

Unilever (marketer), Vodafone (brand), WPP Group (agency holding group), Young & Rubicam (agency network), ACG Advertising Agency in Budapest (both agency & independent agency).

Latin America

The Coca-Cola Company (marketer), Coca-Cola (brand), WPP Group (agency holding group), BBDO Worldwide (agency network), Sancho BBDO - Bogotá (agency) and a tie between El Almacén (Buenos Aires) and Only If (Mexico City) (independent agency).

Middle East & Africa

The Coca-Cola Company (marketer), Emirates NBD (brand), Interpublic (agency holding group), McCann Worldgroup (agency network), FP7/DXB - Dubai (agency) and MINT - Dubai (independent agency).

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