MediAvataar's News Desk

MediAvataar's News Desk

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Sunday, 28 May 2017 00:00

WPP's Data Alliance appoints new CEO

Anas Ghazi appointed to new role in WPP data horizontality team

WPP’s Data Alliance, a unit that supports the Group's data business by enhancing access to data and forging internal and external partnerships, today announced Anas Ghazi has been appointed as Chief Executive Officer. Previously, Ghazi held the role of Managing Director of Global Partnerships for WPP’s Data Alliance, where he was responsible for partnership strategy inclusive of DataSift, Facebook, Factual and Spotify, and team expansion into the Indian and Indonesian markets.

The transition is effective starting May 2017. Former CEO, Nick Nyhan, will remain on the Data Alliance Board and represent Kantar, along with representatives from GroupM, Wunderman, WPP Digital, Ogilvy and WPP Health & Wellness. Nyhan moves into a new role as Chairman of Lightspeed and remains Chief Digital Officer at Kantar.

“The Data Alliance team measures its success by connecting people with similar data needs and in support of WPP clients, operating companies and partners. Anas has proven he can identify the needs, fill the gaps creatively, and get things done in diverse situations,” said Nick Nyhan, Chairman at Lightspeed Research and Chief Digital Officer at Kantar.

“Clients are increasingly demanding that their relationships with agencies are grounded in data. As this becomes more important we trust Anas will lead the Data Alliance and ensure they are front and center of WPP’s plans to engage with partners and internally put data at the heart of our business, ” said Scott Spirit, Chief Digital Officer at WPP.

“WPP is a big player in the data space and I am humbled to build upon the strong foundation of success we have collectively created as a Group,” said Anas Ghazi CEO, WPP’s Data Alliance. “We will continue to focus on a few key ways to make it easier to get and use data in WPP for media, insights, CRM, creative and PR, while strategically extending some of our data assets out into the broader ecosystem.”

Anas Ghazi spent eight years in financial services and joined WPP’s Data Alliance in 2013 as Director of Partnerships.

Sunday, 28 May 2017 00:00

New Marketing for a New Generation

The latest challenge facing marketers is to connect with the mobile-first Gen Z, typically defined as people born after 1997, so currently those under the age of 20. But just because they grew up with a smartphone in their hands does not mean Gen Z is totally different from their predecessors. Marketers must take account of both similarities and differences in crafting their approach to this new generation.

When a new generation comes of age, marketers are faced with the challenge of reaching and engaging a new audience, so it's important to understand their likes and dislikes to different forms of communication. And although the world is increasingly connected, we cannot simply assume that Gen Z is a cohesive and consistent global cohort. In order to connect with Gen Z effectively marketers must be prepared to flex their communication strategy not just by age but by country.

Don't assume differences, because if you assume...

Gen Z are not an alien species. In fact, the AdReaction: Gen X, Y and Z study found their attitudes are remarkably similar to older generations. Based on previously published US qualitative research, we expected to hear how "honest and real" content was of great importance to Gen Z around the world. We did, but it was also important to previous generations. This global "non-finding" also belies some fascinating variation across countries. In the US, Hong Kong, and Germany, Gen Z genuinely do value honesty much more than their predecessors. But this is counter-balanced by other countries, most notably Saudi Arabia, Philippines and Vietnam, where honesty is more of a concern to older consumers and less important to Gen Z.

We had also assumed that Gen Z would be more liberal in their outlook on life, but globally we saw no more of Gen Z claim to embrace diversity and individuality than we did among Gen Y (Millennials) and Gen X (Baby Busters). We also found that even though Gen Z have grown up with smartphones they are not necessarily more advanced in their technical capabilities. We spoke to very sophisticated and less sophisticated online users in all generations so don't assume that your marketing needs to be technically complex to impress this new audience.

Don't generalise generations

There are some generational differences which are very significant globally, but even here we need to understand that these rules of thumb don't necessarily apply everywhere.

Gen Z clearly are heavier users of mobile devices than Gens Y and X. This is true in 32 of the 39 countries studied, especially in the Netherlands, Slovakia and Belgium. The small number of counter-examples includes the Philippines, Saudi Arabia and Thailand.

Gen Z are usually less positive to advertising than Gens Y and X. This applies in 29 of the 39 countries studied, especially India, Spain and Colombia. The implication here is that most marketers will need to improve the quality of their placements and content, or risk a reduced return on marketing investment in the years ahead. This lower positivity applied to most ad formats, including TV, radio and digital, but Gen Z are no less positive towards billboards, and slightly more positive towards cinema ads and product placements than earlier generations.

Overall, Gen Z are more discriminating towards online video formats. All generations are more positive towards skippable than non-skippable video, but this gap is particularly wide among Gen Z. This is true in 28 of the 39 countries studied, especially so in Ireland, Spain and the US. Our advice to marketers everywhere is to stop using invasive video formats; Gen Z's attitudes should just further sharpen this focus.

Beyond their overall receptivity levels, we also see that engaging Generation Z is generally a challenge. They are more likely than older generations to skip ads whenever they can in the majority of countries studied, especially so in Japan, Netherlands and the US. Youth marketers in those countries will need to work especially hard to design skip-resistant content which intrigues early and talks to a Gen Z perspective. However, Gen Z are less likely to claim to skip in Korea, Philippines and South Africa; this significant difference between Japan and Korea highlights that geographical proximity is no guarantee of similar findings when it comes to generational variations.

Conclusion

Marketers should embrace the importance of similarities not just differences between generations, because understanding similarities can prevent brands from making false assumptions about how much marketing needs to change. For example, youth marketers should probably not be moving spend away from outdoor ads since they appeal equally well to all generations. Finally, even the most clear cut generational differences need to be put into a local context because we see significant variations by country. With this sensitive and nuanced appreciation of the variations, generational insights can be useful for planning and developing engaging media and content.

 

Written by Duncan Southgate,Global Brand Director, Digital Millward Brown Digital

Flipkart brand value jumps the most in Brand Finance India Top 100 Brands ranking

Flipkart featured as one of Top 40 Breakthrough Brands globally by Interbrand

Bangalore, May 24, 2017: Flipkart, India’s largest e-commerce company, has catapulted itself into coveted positions in major brand rankings. Flipkart saw the most growth in brand value in the Brand Finance India’s Top 100 brands list. Flipkart was also listed as a Top 40 Breakthrough Brand globally by Interbrand.

The brand value of Flipkart, which made e-commerce possible on a large scale in India, more than doubled in 2016-2017, higher than the gains seen by brands like IndiGo, Royal Enfield and HDFC, according to the annual report by Brand Finance. Flipkart leapfrogged 29 positions in the league, compared to its rank last year, and was the only e-commerce company to be featured in the list.

Flipkart was also recognised as one of the Top 40 new-age brands that have reached critical scale with most potential to grow in Interbrand’s Breakthrough Brands 2017 report. Prepared by Interbrand in partnership with Facebook, the New York Stock Exchange and Ready Set Rocket, the top 40 Breakthrough Brands were selected after analysing over 350 submissions sent from around the world.

“Flipkart has changed the retail landscape in India, providing access to goods in both urban and rural communities at prices that were once unimaginable. The brand is also investing in payment and retail tech across the continent, making it one of the region’s biggest Breakthrough catalysts,” Interbrand wrote in the its report, recognising Flipkart’s contribution in helping consumers experience an on-demand lifestyle.

In both studies, the brand assessments were based on parameters such as growth, the brand’s effect on stakeholders, ability to adapt to change, revenues, and brand investment. Other mentions in Interbrand Breakthrough Brands Top 40 include Clarifi, Rivigo and Helix.

“We’re honoured to be listed in these prestigious brand rankings and thank our customers for the love and support they’ve given us over the past decade. Coming during our 10 year anniversary celebrations, this is an acknowledgement of the progress Flipkart has made in improving people’s lives through innovation and local problem solving,” said Kalyan Krishnamurthy, CEO, Flipkart.

9 Golds and 4 Silvers reaffirm excellence of FNG’s creative talent

Fox Networks Group has always been known to lead the way in bringing visually stunning, relevant and purposeful content and communication to viewers through innovative and impactful storytelling. And there is no greater proof of this than the huge win at the Promax BDA India Awards 2017. Taking the many multi-channel and multi-genre network biggies head on, FNG finished the night with a total of 13 metals (9 Golds and 4 Silvers) for an array of campaigns across categories. All this across only 2 channel brands (National Geographic and Fox Life) and without outsourcing a single creative idea.

The PromaxBDA Awards are regarded as the most prestigious honour for creative and marketing superiority in the media space and recognizes excellence in on–air promotion, branding and advertising. The group’s huge win is a testament to their continued emphasis on quality and its relentless pursuit of creative excellence.

Speaking on the success, Sanjay Ramachandran, Vice President, Creative Services - Fox Networks Group says, “Stoked with this massive haul at such a prestigious event as the PromaxBDA! This is truly a special year for us and the biggest win for FNG in India till date. I would like to appreciate the efforts and passion of our team, that strives for excellence and clutter breaking creative solutions. We believe clarity and simplicity is key in giving our audience what they come for – a great experience. We hope to continue our winning streak next year.”

The 13 awards won by Fox Networks Group include 9 Gold and 4 Silver awards for National Geographic and FOX Life properties. FNG sweeped the Best Original Logo Design category with Dark Hours and The Legend of Jagannath, and the Best Lifestyle Promo category with Kalki’s Great Escape and Bikini Destinations. They also bagged awards for BSF (Best Program Title Sequence), MARS (Best Outdoor), Dark Hours (Best promo not using program footage) and NGC FY17 ‘Belong’ (Best Marketing Video), Nat Geo Gold Opener (Best CG Animation), Sound Trek (Something for nothing), He Named me Malala (Most outstanding marketing initiative), Soundtrek (Best Themed campaign) and Science and tech Idents (Best On Air Idents Design– In-house).

From travel tech to dairy tech, and from stem cell technology to science for children, this year’s winners of a programme to identify India’s most innovative companies with global ambitions has unearthed a remarkable range of talented entrepreneurs with exceptional ideas.

The India Emerging 20 (IE20) programme launched by The Mayor of London Sadiq Khan’s business and promotional agency, London & Partners, supported by Santander UK, BDO and Newland Chase, has uncovered some of India’s most promising companies looking to expand on the international stage.

Miss Shalini Khemka, founder and CEO of E2E & Business Advisory Board Member to the Mayor of London, said: “The Indian economy and Indian people have never been more important to the world. I also share a fundamental belief that it is entrepreneurs who are the critical catalyst to economic growth and development.

“India has always had a strong and distinctive entrepreneurial streak. Most Indians believe that they have the ability to improve their life and the lives of their family as they build and grow businesses and this is happening extensively across India.

Indian companies are one of the biggest investors in the United Kingdom and London is keen to keep growing these investments. New data released today by London & Partners shows that Indian companies are the third biggest investor in London, behind the USA and China.

Since 2005 there has been a 125 per cent increase in Indian companies across all business sectors investing in London, with a 117 per cent increase in tech companies investing in the city, which accounts for 45 per cent of all projects.

Major tech investments in London from India in recent years include software testing service Cigniti Technologies, customer support company Kayako and many others.

David Slater, London & Partners’ Director of International Trade and Investment, said: “India is one of the highest sources of foreign direct investment to London so we already have very strong trade links. But we think we can go further to strengthen London’s connections with India and Indian businesses, not only in established sectors, but in growing sectors, such as tech.

“The diversity of businesses on the latest IE20 mission shows the vast international potential of Indian business and London offers the greatest place in the world for companies to scale and grow.

”We look forward to welcoming all these innovative companies to the United Kingdom during London Technology next month.”

This year 345 Indian companies entered the IE20 programme, over 100 more than the previous year. From last year’s cohort, two companies have already set up offices in London – LatentView Analytics and Curadev Pharma, bringing nearly 100 new jobs in the initial three years.

Some of the winners this year include;

GOQii is an app which provides personalised health and fitness coaching along with a fitness tracker. A personal coach and doctor then works with the person on their health and lifestyle goals.

Smartivity Labs is dedicated to designing, developing and delivering activity-based, smarter learning experiences and toys for children between 3 to 14 years of age. Products include S.T.E.M. (Science, Technology, Engineering, Mathematics) concepts based D.I.Y. educational toy kits, India's first Augmented Reality enabled colouring and jigsaw puzzles and robots designed to teach children the fundamentals of computer programming.

Stellapps Technologies is recognised as the first Indian company that offers end-to- end dairy technology solutions targeted. The company’s innovative applications leverage IoT, Big Data, Cloud, Mobility, & Data Analytics to improve milk production, animal insurance and farmer payments. The company acquires the data via sensors that are embedded in milking systems and animal wearable technology.

Thrillophilia is Asia’s biggest online platform for tours and activities. 2 million+ travellers come on Thrillophilia every month to plan their trips. The platform connects local travel operators with the travellers and helps them book tours and activities in real time.

Transcell’s vision is to become the global leading enterprise for the discovery and development of targeted anti-cancer treatments that improve survival rates, neurological ailments and autoimmune disorders.

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