MediAvataar's News Desk

MediAvataar's News Desk

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Some of India’s top media agencies will be taking to the field next week for the 4th ‘BBC World News Football Connect’, a five-a-side football tournament hosted by BBC World News.

Launched in 2014, this annual competitionaims to bring together media agencies for a game of football and a chance to claim the event’s top title.

Taking place at Cooperage Ground astro turf field in Mumbai on Friday, 21st July, BBC World News Football Connect 2017will highlight the international news channel’s significant sports offer both on TV and online at BBC.com.

More than 250associates from the media industry are estimated to attend the event,representing the top mediaagencies,including CEOs and senior planners. And this year there is a particular focus on getting more women involved with the introduction ofa ‘Golden Goal’ penalty shoot-out.Every team has to nominate two women, one would take the penalty and the other would be a goalkeeper, encouraging female participants to play significant roles in teams. At the start of each match the nominated women would get three penalty shots and the goals scored would be added to the final score if the game ends in a tie. This is justone of the many highlights of thedaywhich is now a ‘must-attend’ event for many in the industry, as it blends networking with high quality sporting spirit.

The tournament will begin with league matches and conclude with a final match and awards ceremony.But while the teams take on each other on the field, there will also be plenty of action on the sidelines. There will be a VIP fan zone where fans can cheer the teams, participate in a foosball competition or test their teamwork skills, working collaboratively to build the tallest tower possible using 4ft jenga-style blocks, plus a host of other activities where they can challenge the hosts and score merchandise.

The event has gained a lot of attention in the past few weeks with its recently concluded media agency drive in Mumbai where the BBC World News Football Connect team built a football environment in offices and encouraged media agency personnel to challenge their colleagues over a penalty shoot-out competition. This has also encouraged wider teams in these media agencies to join the event to cheer for their favorite squads.

Looking forward to BBC World News Football Connect 2017, Vishal Bhatnagar, Sales Director, South Asia, for BBC Advertising said:

“We are excited to be back with BBC World News Football Connect 2017, an initiative which has been well received and appreciated by the media community over the last four years.BBC World News and BBC.com are amongst the top news platformsin India and this makes BBC World News Football Connect 2017 a key platform for sharing our brand values with our associates, and for showcasing our various offerings across World News, .com, the mobile app and other platforms. We are confident of having significant participation this year, along with a display of high quality football.”

For more information on this year’s tournament visit: http://www.bbcfootballconnect.com

Amongst non-conventional B2B channels, Twitter steers ahead of Facebook (25.3%)  and Instagram (18%) by garnering the approval of 47% marketers

75% of marketers chose Instagram as their most preferred channel for sharing image-based content, while Twitter and Facebook garnered brand approval ratings of 63% and 56% respectively for the same. Twitter, on the other hand, leads the charts when it comes to B2B marketing, garnering 47% marketer acceptance in the non-conventional B2B channel distribution.

These insights are amongst several interesting marketing facts and figures released by Pulp Strategy – a multi-award-winning full service agency in the realm of experiential, digital, and interactive marketing – in its ‘The Future of Content 2017 – Chartbuster Trends in Content Marketing’ report.

The Pulp Strategy report also mapped several other interesting trends for marketers. User-generated content was found to enjoy greater approval with social media users, with 76% of users surveyed considering it more trustworthy than brand-generated content. Image-based content generated the highest engagement for marketers online, clocking about 55% of the overall engagement, followed by clickable links at 24% and videos at 12%. LinkedIn had the highest number of links shared by users, garnering 76% of the overall engagement volume.

What was even more ground-breaking, however, was the fact that more businesses are now proactively adopting unconventional approaches, apart from emails and LinkedIn, for B2B engagement. For B2B initiatives, Facebook and Twitter mainly involved brand promotions and testimonial content. Pulp Strategy based the survey on an extensive analysis of more than 7.5 million posts across various platforms, which also highlighted an increased interest in B2B content marketing over the past six months.

Ambika Sharma, Founder & Managing Director, Pulp Strategy said, “While it is already hailed as the king of marketing, content continues to gain more prominence and has become one of the major influencers in the overall customer decision making process. Today, marketers can experiment with a range of content types, marketing channels, and strategies to generate quantifiable results for their business. The Content Marketing Report 2017 discloses some very insightful aspects of marketing which will help marketers and businesses in positioning themselves more optimally.”

The survey also observed personalization, user-generated content, and interactive media to be the key drivers in the content market space. The assessment made by the survey even disclosed in-depth insights such as how a split of body text with engaging images inclines the users to finish reading the whole content. The report on content marketing also included a range of industry examples and marketing endeavours undertaken by a variety of top-rated international brands.

Sunday, 16 July 2017 00:00

The Brandless store

A new online store puts private labels in the spotlight.

What do you get when you cross the online dollar store with an upscale private label brand? That’s what new online store Brandless aims to find out.

Launching this week, Brandless aims to disrupt the consumer packaged goods (CPG) industry. Each product costs just $3, with more than 200 options across food, beauty, personal care and home goods. Most products tout their millennial-friendly values: many are free from GMOs, organic, fair trade, kosher, and gluten free. Shipping is $9, or free for orders past $72; a $36 annual membership lowers the threshold to $48.


“With Brandless, we wanted to invent something completely fresh and new,” say Tina Sharkey and Ido Leffler, co-founders of Brandless, in a press release. “Something that puts purpose into every product and message shared, and models a new kind of relationship between people and the companies built to serve them—directly, with integrity, transparency, authenticity, and democratized access.”

Brandless strips out what it calls the “brand tax” to focus instead on providing the highest quality products at the fairest prices. Brandless plans to focus on social media advertising, rather than television and print, passing those savings on to consumers. The company will also partner with Feeding America, a hunger relief nonprofit, to donate a meal every time an order is placed.

In many ways, the Brandless model hits a sweet spot for millennials. It’s transparent, ethical, and digital-first. Brandless’s pricing also stands to appeal to cost-conscious consumers, who are propping up dollar stores nationwide; according to Reuters, even millennials earning more than $100,000 per year upped their shopping at dollar stores over the three-year period ending in 2015.

Brandless is also a testament to rising power of private-label brands. Millennials, apparently less susceptible to the power of traditional branding and advertising, are already backing high-quality private label offerings—Trader Joe’s and Whole Foods 365 are just two prominent examples. In supermarkets, private-label brands reached sales of $118.4 billion in 2015, an all-time high, according to a 2016 report by the Private Label Manufacturers Association.

Brandless “widens the door and the entry point for virtually everyone to be able to start to buy their values, share their values, and live and eat their values in a way that has been inaccessible and prohibitive for most people living on average wages in this country,” Sharkey told Business Insider. The business model reflects a massive shift among consumers, who now seek out fresh, local, and healthy alternatives at every turn.

The CPG industry is facing its fair share of disruption. Brandless seeks to test the industry’s limits with a new business model built around radically different values. Successful or not, brands should be aware of the many factors shaping this new retail environment.

 

Source: JWT Intelligence

Burson-Marsteller and The WPP Sports Practice launch 'Planet Football' report

A new report on the internationalization of sport is being released today. With contributions from fellow WPP agencies Two Circles & TSE Consulting. Major sporting rights owners such as UEFA, FC Barcelona, AS Roma, VfL Wolfsburg, FC Schalke, the LFP and Ladies European Tour also contributed. The report is co-sponsored by Match IQ.

Burson-Marsteller, a leading strategic communications and public relations firm, has teamed up with The WPP Sports Practice and international tour organiser Match IQ to get to the heart of this issue. Thought leaders from across the industry were invited to give their expert insights on how best to engage with audiences abroad. The Planet Football report highlights that football and other sports still have plenty of scope to expand their reach into new territories.

Centennial audiences – the future lifeblood of any competitive industry – will represent 40% of consumer purchasing power by 2020 and are a key target in this expansion.

International fan engagement is increasingly important for clubs and leagues in the battle to win over the next generation of fans. As a result overseas revenues could soon exceed domestic profits for more teams – and not just those at the very top of the football pyramid. Today’s technology means the game’s audience is no longer limited to countries or even continents. The growth of a global middle class, urban migration and increasing mobility are also factors in the internationalisation of the sport, as rights owners and brands look to expand far beyond their traditional base. Also, the role of elite players becomes increasingly important to build relations with the next generations of fans.

“The same old strategies aren’t working. Centennial consumers are fundamentally different.”

But many clubs have struggled to adapt to this new reality and found it difficult to meet the demands of a changing fan base.

“Significant international expansion requires new forms of engagement, new products, new markets, and often new employees or partners,” says William Gaillard, former Director of Communications for UEFA and senior sport adviser at Burson-Marsteller. “Finding the right balance between the traditional and the new is no easy task for any organisation – and certainly not for sport stakeholders rooted in their local communities. A tension will always be there when it comes to determining why, when, where and how international expansion should best take place to ensure success in the decades ahead.”

But how do clubs ensure the right balance when it comes to their home and international audience?

“It is clear from our report that every top-tier football club, indeed every sports organisation, needs to seek change if it is ambitious,” adds Gaillard. “The process of international expansion is an unstoppable force and the status quo is not an option. Embracing the new realities and engaging with the new opportunities is a strategic imperative for all decision-makers in the industry.”

WARC, the global authority on advertising and media effectiveness, has named the jury panel of the Effective Use of Tech category for its Media Awards 2017, an international competition rewarding communications planning which has made a positive impact on business results for brands around the world.

The Use of Tech category awards communications that have effectively used or combined emerging platforms or technology in the media mix to help address a specific business problem.

The jury, made up of senior executives from brands, agencies and tech-inspired businesses will be chaired by Kristi Argyilan, Senior Vice President, Media and Guest Engagement at Target, where she is responsible for leading and integrating Target's paid, earned, owned and shared media initiatives.

The Effective Use of Tech judges are:

Kristi Argyilan - Senior Vice President, Media and Guest Engagement, Target - jury chair

Heather Bresnahan - Director, International Media, Microsoft

Paul Dalton - Chief Media Officer, International, DigitasLBi

Ete Davies - Managing Director AnalogFolk, Co-Founder of Stripes, BIMA 100

Jonas De Cooman - Co-CEO and CMO, Appiness

Jose Gutierrez Cuellar - Global Head of Client Technology

Omaid Hiwaizi - Global Head of Brand Experience, Blippar

Jason Lonsdale - Chief Strategy Officer, Mekanism

Tom Morton - Head of Strategy, R/GA US

Julie Anne Mossler - Head of Brand and Global Marketing, Waze

Tamara Sword - Founding Director, TRM&C Ltd

Daan van Rossum - Regional Strategy & Innovation Director, Ogilvy & Mather

Commenting on judging the Use of Tech category, jury member Paul Dalton, Chief Media Officer, International, DigitasLBi says: "Technology needs to be in the service of the customer. Tech for tech's sake looks impressive but if it doesn't actually benefit the customer in any way, what's the point? It needs to align well with the brand idea and the brand focus."

The WARC Media Awards are free to enter and papers submitted as effectiveness case studies are welcomed from any territory and communications discipline.

The winners of the Grands Prix and Special Awards across all four categories - Effective Use of Tech, Best Use of Data, Effective Channel Integration and Effective Use of Partnerships & Sponsorships - will share a prize fund of $40,000.

The Special Awards in the Best Use of Tech category will be awarded for:

- Early Adopter Award - how a brand successfully embraced a new platform;

- Most Scalable Idea - for a tech-led idea with the scope to make an impact within its sector potentially, beyond

- Best Use of Augmented or Virtual Reality - how enhancements through virtual or augmented reality - or both - helped a campaign to fulfil its potential.

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