MediAvataar's News Desk

MediAvataar's News Desk

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“The most magnificent creature in the world, the Tiger is”

Mysterious, powerful and astute, Tigers are the best hunters of animal kingdom. While a mere sight of them can run chills down your spine, filming them is unanimously voted as the most thrilling wildlife escapade ever. Ahead of the World Tigers Day this month, Sony BBC Earth brings to you a breathtaking account of a Tiger’s life in the special series ‘Tiger-Spy In The Jungle’ premiering on 15th July @ 9 PM under the slot Earth Specials.

Using boulder cams and special spy cams carried by elephants, this show traverses the interiors of India’s hidden wildlife. The series follows the different stages of a tiger's life - from playful cubs, to learning adolescents and ultimately to young hunting adults. It also throws light on Tigers’ changing equations with other animals including the leopard, its biggest competitor.

Stand witness to some mind-blowing stories about Tigers shot in the Indian forests and get ready to feel alive only on Sony BBC Earth.

Havas Media Group, India has entered into a strategic partnership with IMC Advertising, a Kerala-based advertising agency to strengthen its footprint in the southern market of India. The announcement was made in a press meet held yesterday in Calicut.

Established in 2002, IMC Advertising Pvt Ltd is based in one of the largest commercial city, Kozhikode (Calicut). The agency is led by Mr. A.V Bhanuprakash, Managing Director, Mr.UmmerKutty C.T.P, Executive Director and Chairman M.P Ahammed. IMC’s current client base comprises of Malabar Gold & Diamonds, Malabar Developers, Eham Digital, Malabar Watches, Neerayi Food Court, Cosmos Sports & more, posing a strong regional foothold.

This strategic & business alliance will enable both agencies to maximize their clientele by bringing together synergies of philosophy and service offerings in the southern region. As part of the deal, Havas Media Group will be handling the integrated media mandate of Malabar Gold & Diamonds (an estimated business of INR 50 crores), and further consolidating its presence in the south which currently comprises of brands like Quikr, BlueStone, Swiggy, Strides Shasun, HolidayIQ, Moneyview, Darshan International& Embassy Group among others.

M. P. Ahammed, Chairman, IMC Advertising & Malabar Group commented, “We are delighted to partner with Havas Media Group. IMC Advertising’s strong regional presence in collaboration with Havas’ integrated media strengths and extensive global network will further strengthen our capabilities, equip us to look beyond our current frontiers and make us an even more valued partner in India and beyond. This strategic alliance will also pave the path for the brand transformation we are undergoing at Malabar Gold & Diamond.”

Commenting on the partnership, Anita Nayyar, CEO, Havas Media Group, India and South Asia said, “Kozhikode is a thriving business hub and there is immense growth potential in the south. Partnering with IMC Advertising is a strong strategic move to enhance & create a broader service offering in this region. We are confident that IMC’s expertize & proven success record will help capitalize on local businesses around the region. We look forward to a long and fulfilling partnership with them”

“IMC Advertising will give us the access to knowledge & understanding of the local market which will further bolster our operations in the south. This move represents a commitment to offer our clients a more efficient, competitive and meaningful marketing solution. We are also happy to take on the mandate of Malabar Gold & Diamonds, a global leader in its segment. We look forward to exploring many such new business opportunities in partnership with IMC Advertising.” added Mohit Joshi, Managing Director, Havas Media Group, India.

Designed to serve the marketing, publicity and business development needs of all B2B communications of brands across categories

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has announced its newly established Business to Business Marketing Division. It will be headed by Samera Khan, EVP – Strategy, Dentsu Webchutney.

“The line between a customer and a consumer is fading day by day. Globally, B2B brands have the largest audience on LinkedIn; they have 36 times more followers on LinkedIn than on Instagram but 20 times more engagement on Instagram than on LinkedIn. The users’ browsing and search behaviour is the same through the day and that’s what we want to own with our B2B division. We want to remove the boring from B2B,” says Sidharth Rao, CEO and co-founder at Dentsu Webchutney.

The new division is poised to help businesses targeting other businesses across categories and industries. Businesses that work with Dentsu Webchutney will have specialized services available to help them with Online and Offline Marketing, Market Research, Publicity, and most importantly, a focus on Content Marketing and Distribution Strategy.

Samera Khan, EVP – Strategy, Dentsu Webchutney adds, “Our strategy is to focus on B2B with experiential content marketing across the various touchpoints that the customer already exists on. We pride ourselves on understanding what moves the Indian consumer. Now it’s just about using that same understanding for a business decision maker. Even though our starting point is B2B, our goal is to think of it as H2H (Human to Human), to humanize this crucial relationship.”

Piyush Pandey, executive chairman and creative director, Ogilvy South Asia bids adieu to Rajiv Rao as the latter moves on from Ogilvy

It is not at all easy for me, as I inform you that Rajiv Rao moves on from Ogilvy India to become a film maker. It has been Rajiv’s dream to make films for the last four years. I have nothing but a deep sense of gratitude to Rajiv, that he respected my request to stay on to help make a better and stronger Ogilvy. There are not too many in this business who make a sacrifice of this magnitude.

Rajiv joined Ogilvy in 1999 with his partner V. Mahesh. And shortly thereafter, they started blazing new trails.

In 2002, I had the joy of partnering him as a copywriter to create the legendary ‘Second hand smoke kills’ campaign for Cancer Patients Aid Association. This campaign won India’s first double Gold at Cannes.

Whenever the Orange/Hutch/Vodafone history is written, Rajiv Rao’s name will feature in golden letters. Every piece of work on these brands has Rajiv’s personal stamp on it.

The ‘silent killer’, Rajiv has always displayed phenomenal leadership skills without saying very much. Along with Mahesh, he led Ogilvy Bangalore from 2003 to 2006 and gave the office a renewed energy. In 2009 Rajiv and Abhijit Avasthi took on the role of National Creative Directors and raised the bar up many notches of creativity at Ogilvy India. And since 2015, Rajiv has played the role alone and compensated for his partner.

Loved and admired by one and all in the industry, nationally and internationally, Rajiv is one of the finest creative people and the gentlest giant I have met in my life.

I am sure Rajiv will be no less a film maker than the creative leader he has been. We will stay connected in more ways than one.

Meanwhile, Rajiv will continue as Ogilvy India’s National Creative Leader till Sonal takes over and a smooth transition is complete.

I will refrain from being personal and just say,“Thank you Rajiv. You are a true son of Ogilvy India. Keep the flag flying.”

Less Than One-Third of Marketers Believe Their Organizations and Agencies Do Well When It Comes to Creative and Timely Localization and Adaptation of Marketing Campaigns

Too Few Investing in the Tools, Processes and Teams Needed to Improve On-time Delivery of High-Quality Creative Tailored to Global and Local Audiences

Marketing leaders and agencies are finding it increasingly difficult to keep pace with growing demands to localize and adapt their creative strategies. Facing a widening range of digital and physical channels that each require rapid adaptation in order to remain relevant to individual geographic, cultural and customer audiences, too many organizations are failing to take the necessary steps to improve their capacity and agility, according to a new study by the CMO Council.

The new study, titled ³The Age of the Adaptive Marketer,² reveals that almost two-thirds of marketers rate their organizations and agencies below satisfactory in their capacity to translate and adapt brand marketing content across the markets and channels they serve. This has led to equally uninspiring marks in timeliness as only 30 percent of marketers rate their in-house and agency teams as either ³advanced² or ³doing well² in their timeliness and capacity to simultaneously support global and local execution.

Marketers admit these failures in addressing rapid adaptation are further amplified due to mounting pressures from a variety of forces and factors, led by requirements for geographic localization, the proliferation of new digital formats, the need for more visually enriched and engaging content, and operational cost pressures.

³At a time when the customer has higher expectations than ever for relevance and personalization of content and brand interaction, marketing organizations will need to step up their game when it comes to brand content adaptation to address geographic, cultural, customer and other differences,² said Donovan Neale-May, Executive Director of the CMO Council. ³Past research has shown that adaptation of marketing strategies and content can be a major enabler of sales and brand success. Yet most companies have a long way to go in order to get it right.²

The study, developed in partnership with HH Global, is based on an online survey of more than 150 senior marketing executives polled in the second quarter of 2017. Respondents hail from global industries that demand an omnichannel presence, including retail, travel, hospitality, technology, consumer goods and telecommunications.

Among the key findings:

· Only 33 percent of respondents say their companies are either advanced or doing well in adapting brand content to different markets, partners and geographies. Another 34 percent say they are at least improving.

· Just 20 percent are satisfied with their creative delivery process and marketing supply chain effectiveness.

· Respondents point to speed of execution as a major challenge; less than half say they are able to deploy localized content across both physical and digital touchpoints within weeks of a campaign launch.

· Marketers believe their top five process challenges are shortening turnaround times, ensuring quality and uniformity with brand guidelines, end-to-end workflow management, delivering creative on time, and measuring the creative appeal and impact of content.

"HH Global is pleased to have partnered with CMO Council on this research. The findings‹that marketers are struggling with finding efficient ways to adapt creative content for local markets at scale‹expose a gap in the market that is quantitatively consistent with our qualitative experiences," said Robert MacMillan, Group CEO at HH Global. "We have seen marketers trying to expand into new regional markets with localized content, but, as demonstrated in the research, they have neither the time nor processes and tools to execute at scale. HH Global allows our customers to close this gap and can drive significant profitability and revenue growth. Targeted marketing‹from localized languages to transcreation and digital channels‹is key. Partnering with our creative execution experts and our ³follow-the-sun² production process produces results. The message is in market, on brand and at a savings over agency costs. We hope that the report will ignite meaningful dialogue within the CMO Council community and beyond."

Change Is Too Slow

The study also finds that many organizations are failing to take important steps to improve their capacity to adapt and modify branded content. Just 18 percent have completed a formal assessment of their creative delivery process and marketing supply chain effectiveness although another 24 percent say they have begun one.

In addition, many companies are utilizing only basic project management and collaboration tools to manage these processes. Just 20 percent use online approval and proofing systems to accelerate modifications. Even more surprising, 49 percent of respondents say they spend less than 5 percent of their marketing budget for creative adaptation and cross-cultural localization.

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