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Since 1994, New York Festivals® AME Awards® has honored international work that demonstrates ground-breaking solutions to challenging marketing problems.

AME’s regional Grand Jury assures that all entries are judged with cultural relevance within their own region: Asia Pacific, Europe, Latin America, Middle East & Africa and North America.

“Regional judging is the foundation of which our Grand Jury is built. For 2018, the AME Awards has recruited 108 planners, strategists and marketing executives from 41 countries in 5 regions around the globe who will participate in a three-stage judging process,” said Michael Demetriades, President and Executive Director of New York Festivals AME Awards. “The prestigious regional juries are looking forward to seeing the best marketing work created in 2017.”

With an eye towards judging this year’s competition (which is currently open for entries), AME invited some of this year’s Grand Jury members to weigh in on judging the World’s Best Advertising and Marketing Effectiveness™.

AME’s regional Jury members, award-winners themselves, recognize the hallmarks of innovative and successful work created on behalf of the brand.

According to Grand Jury member Rahul Nagpal, Partner & Chief Executive Officer of Group Partnership, a WPP company, India, “An award-winning campaign needs to take a situational challenge (be it business or otherwise) and present a solution that has an IDEA. The components of the idea need to have: 1. Simplicity: It is easy to comprehend. 2. Memorability: Something in that idea sticks. It has an aftertaste that lingers on for a long time. 3. Scalability: Works across all mediums. 4. Effect: Has the potential to change behavior.”

Gertjan Tijms, Director, Strategy & Innovation for TBWA\ Malaysia, commented, “For me, an award-winning campaign is based on a culturally relevant insight, it needs to be connected to a genuine brand story and lastly it needs to create impact. Impact can come in many different forms - impact on society, the way people interact with your product or service and preferably some form of business impact if the campaign was done for a commercial organization.”

Carl Bou Abdallah, Senior Brand Planner, Fp7 (McCann) Lebanon, added “Each campaign has its own metrics of success on the award-winning level. It depends on the brand, product, culture, the idea, how relatable it is, how liquid it is to transform and adapt to different media platforms, how much it generated talk… But the most important, close to being common, trait an award-winning campaign needs to have, is its ability to solve a problem in people’s lives.”

Regional Jury panels are recruited, and creative work is judged with cultural and economic relevance through two rounds of judging. AME’s goal is to honor global campaigns that achieve specific marketing goals, coupled with an innovative solution to a marketing challenge accomplished through creative execution and critical planning.”

Mr. Tijms stressed that great case studies need to create impact and connect with local popular culture. Concluding that, “As marketing and advertising professionals, we are constantly operating at the forefront of cultural changes, which happen on a daily basis, and we sometimes are in a position to influence culture with smart marketing and communications work. Every country has its own unique intricacies and cultural systems that need to be well integrated as part of a successful campaign.”

Entries differ from country to country. Cultural/social change influence regional work. The impact of these changes affects the creative direction and strategy of the campaign and the consumers that the campaign engages.

“Social and cultural changes affect people’s behavior. These behaviors manifest themselves when it comes to purchases, online behavior and media consumption. If these behaviors are taken into consideration, they will definitely influence the tone and/or execution of a marketing or communication campaign,” said Newton Rebello, Group Account Director for Blue Apple Advertising, Dubai.

“Cultural and social changes have a huge impact on our work. We are always seeking to find that true insight to build our solution and communication around and this springs out of our culture, our way of behaving and viewing the world,” said Charlotte Porsager, Client Service Director, UncleGrey, Denmark.

Levente Bálint CEO, for White Rabbit Budapest, Hungary added, “… as much as the countries differ from each other… I believe it is more relevant to see this from a consumer point of view. There are global insights, those require global approaches, global solutions and in the case of such campaigns, there is no significant difference defined by the given country of origin.”

According to Toshiya Kondo, Director of Strategic Planning for Dentsu, Japan “Local context always changes. Winning marketing must take advantage of constantly changing contexts in terms of cost efficiency.”

The AME Judging process provides jurors with a global view of the most innovative and strategically effective creative work the world has to offer and an awareness of the evolution of the industry. Being part of both a regional and a global judging panel gives the jury a front row seat to emerging trends and new technologies that engage consumers.

“Voice technology is a fantastic playground for our industry - as shown by Burger King triggering Google Home devices to advertise the Whopper,” said Guillaume Martin, Head of Strategy, BETC, France. “Brands need to get ready to voice search and also work seriously on their own “brand personality”- which has often been the laziest part of the brief (the good old “human, positive and optimistic” tone of voice).”

“AI and automation has caught up with the world,” added Carl Bou Abdallah. “There’s no denying this. Uber has just purchased tons of driverless cars from Volvo, programmatic buying is now capable to come up with the ad by itself and update it every 5 seconds based on people’s real live interaction with it, McCann Japan has their own AI powered creative director. We live in a world where everything is being, seamlessly affected by automation.”

AME’s unique judging process uses four specific criteria, the diverse regional AME Jury evaluates entries weighted by importance: Challenge/Strategy/Objectives - 20%; Creativity - 25%; Execution - 25%; and Results/Effectiveness - 30%.

The regional AME Jury’s collective votes, truly non-partial and world class, result in Gold, Silver, Bronze and the AME Green Award are determined in the first two rounds of judging. All Gold-winning work from all regions is judged by the full international Grand Jury in the final round to determine a Platinum Award for each of the five regions.

Famous Bollywood and Television actor Ram Kapoor will be seen playing the lead role of a ‘School Principal’ in non-fiction comedy show called Comedy High School.

This non-fiction show is a light-hearted take on society, culture, education and current affairs through a classroom based set up. A clean comedy show with theme based episodes, Comedy High School will have leading celebrities visit the school every week in myriad avatars like educational inspectors or parents of students who are seeking admissions.

Besides Ram Kapoor, the stellar cast of the show has leading artists including Gopal Dutt, Paritosh Tripathi, Krishna Bhatt, Jasmeet Bhatia and Deepak Dutta.

Talking about the show, Ram Kapoor, said, “Comedy is the most difficult art to master; I have never tried it before but have always been open to play a strong role in this genre. I gave my consent to Comedy High School the moment I heard the plot – it is fundamentally funny and invariably leads to situations which produce laughter. You can watch it all days with your family and laugh your lungs out as fun never ends in our school.”

Discovery Jeet is a brand-new offering in the Hindi Entertainment space from the home of Discovery Network. Discovery Jeet is aiming to aiming to break the clutter in the Hindi GEC arena riding on purpose driven entertainment content. The soon to be launched channel will bring together Discovery’s unmatched storytelling and the best of real-life entertainment through larger than life stories aimed at inspiring millions

Monday, 08 January 2018 00:00

The Pathway to Greater Marketing ROI

As marketers seek greater accountability in today’s increasingly omnichannel shopper landscape, demand for outcome-based return-on-investment (ROI) measurement has become more important than ever across a variety of sectors, including media, retail, fast-moving consumer goods (FMCG), apparel, automotive, digital and more.

Attribution also holds tremendous promise to deliver both granular measurement and speed that brands, retailers and publishers can lean on to understand marketing and advertising effectiveness—regardless of the platform.

But in this complex, connected landscape, how should marketers address the state of data and the challenges that the industry is faced with in order to work responsibly across data sets? Accessing data from various data sources to accurately measure ROI for each touchpoint along the customer journey is complex, but one that can be overcome by leveraging gold standard data collection and measurement methods.

When it comes down to it, being really good at building strong algorithms or attribution models is necessary, but not sufficient; the true challenge for marketers lies within the need for better data. Access to high quality granular data can help marketers achieve a more accurate understanding of consumers’ realistic purchase behaviors, whether those behaviors are influenced in-store, online, from a mobile device, across social media platforms, on TV, through an email marketing campaign—or a combination of them all.

For marketers, it’s important to remember that the shopper’s journey has multiple touch points across the path to purchase from upper funnel brand building to lower funnel stimuli at the last mile or last click to influence incremental conversion. In order to more effectively measure incrementality to drive ROI, marketers should keep in mind four key data considerations:

Delivery: It’s important to ensure that the target audience for a campaign sees the marketing message, validated with data from real consumers. As marketers rely on data models, they need to realize that they cannot simply rely on machine-based data, but hone in on data tied to real consumers and their real-life behaviors. 


Onboarding: As omnichannel continues to expand, the need to merge metrics for both offline and online content is more important than ever before.


Devices: The average consumer has three devices, but how should the industry treat each view? Should marketers count three points of reach for each device, or one point of reach for the consumer with three times the frequency? 


Ad blocking: As it becomes increasingly harder to reach consumers in today’s marketplace, data owners need to think about the value in third-party verification. To do this, marketers should use data in its original source to avoid privacy concerns and better define the description around the data itself to provide context and make attribution models run more intelligently and faster.


The Inspiration Masterclass powered by Eduardo Briceño - Mindset Master, Growth Mindset and Improvement Expert; Lisa Gill – Learning Disrupter; Mark Inglis- Incredible Mountain Ranger; among many others.

Business Today will host the 5th Edition of MindRush - India Today Group’s annual flagship business event. The one-day conference will take place on 13th January 2018 at The St Regis, Mumbai.

The business conclave is designed as a thought exchange platform and brings together a galaxy of international thought leaders and industry captains. The objective of this integrated platform is to shape the industry agenda and engage business leaders, academicians, opinion makers and motivational speakers to collaborate to script breakthroughs.

This year’s edition will include detailed Master Classes by international domain experts like Eduardo Briceño - Mindset Master, Growth Mindset and Improvement Expert; Lisa Gill – Learning Disrupter; Mark Inglis - Incredible Mountain Ranger; among many others.

The day-long event will have sessions targeting contemporary business problems like workforce management through discussions on How to Make Baby Boomers, Gen-Xers, Millennials Work in One Frame by invited panellists including S.V. Nathan, Group HR Head, Deloitte; RajkamalVempatti, CHRO, Axis Bank; Sunil Lulla, Chairman & MD, Grey Group;Abhinav Chopra, CHRO, Viacom 18.

The second half of the event starts with a session on Life Post Demonetisation & GST by invited panellists Ajit Ranade, Chief Economist, Aditya Birla Group; R S Sodhi, MD & CEO, Amul; Nimesh Shah, MD & CEO, ICICI Prudential AMC; Saugata Gupta, CEO, Marico; Soumya Kanti Ghosh, Chief Economist, SBI.

The earlier editions of the conference have hosted international luminaries like Jimmy Wales, Ram Charan, John Kao, Peter Docker, Devdutt Pattanaik, Ashwin Sanghi, Jamling Tenzing, Murali Doraiswamy, among others.

Discovery Communications India has roped in Bollywood star Nawazuddin Siddiqui to lend his voice for the brand film of soon to be launched entertainment channel - Discovery Jeet.

Conceptualized and written by Glitch and produced by Two Nice Men Mediaworks, the film is called ‘Look, who’s watching!’ The film captures the evolution of time from Television’s perspective and highlights the evolution of consumption pattern as the time goes by. The film captures the evolution from the black & white era when the entire family used to sit together every evening and enjoy limited entertaining content available; to the era where consumers had plethora of options for entertaining content; to now where video consumption is increasingly becoming very ‘individual centric’ with the advent of Mobile phones and tablets and sets the platform for the launch of Discovery JEET – a channel that promises to offer purpose driven entertainment content and bring back the glory days of Television with families coming together to enjoy television shows together.

Sameer Rao, VP-Head of Mass Entertainment-South Asia, Discovery Communications India, said, “Nawazuddin’s story is inspirational, an extra ordinary tale of someone who made it possible with ‘hai mumkin’ attitude. The depth of his voice helps in connecting the viewers with the times gone by and convey Discovery Jeet’s proposition.”

“The film took me back to the growing up days when the antenna was ubiquitous; the black & white TV which led to colorful family emotions that played out every evening. Somehow, the fervor for TV is no more the same. It is time to get it right with purpose driven entertainment content for family viewing that Discovery Jeet offers,” says Nawazuddin Siddiqui on lending his voice for the film. “Discovery Jeet’s philosophy of'Hai Mumkin' reminds me of my struggling days. I belong to a family of farmers from a very small village, Muzaffarnagar in Uttar Pradesh. There wasn’t much scope for education there so I moved to Delhi and joined the theater. Since there was no money in theatre I had to take up a small time job. I could have easily given up chasing my dream but my continued belief in "Hai Mumkin” got me this far."

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