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Wednesday, 08 November 2017 00:00

The rise of emotion in B2B advertising

A picture says a thousand words. Will B2B marketers use them for meaningful connections?

It is estimated that around 1.2 trillion photos will be taken in 2017. The proliferation of the smartphone and growth of sites such as Facebook, Instagram, WhatsApp and Snapchat have altered the way in which we interact and communicate with our environment. Pictures have become the means to evoke emotion, tell stories and drive people to action.

For advertisers, this represents both an opportunity and a challenge. According to the Creative Research team at Getty Images, digital perfection is declining. The global population is becoming increasingly accustomed to a diverse range of aesthetics in the visual landscape. A beautiful picture is no longer enough. For that image to stand out, it must resonate with its target audience, irrespective of whether that audience is a member of the general public or a FTSE 500 CEO.

At Kantar we have found that both B2B and B2C consumers are increasingly looking beneath the surface of a brand to establish a more meaningful connection. Last year, a video of Robert Downey Junior delivering a bionic arm to a 7-year-old boy born without his right forearm became the ninth most shared ad of all time, according to data from Unruly. The two-minute clip highlights the work of Limbitless Solutions, a student-led effort to create affordable prosthetics for children’s missing limbs empowered by Microsoft’s OneNote. Technology companies, once the antithesis of emotional connectivity, now seek to differentiate themselves from their competitors by appealing to their buyers’ human side.

In 2017 and beyond, the success of businesses will increasingly depend upon this ability to convey that their brand stands for: more than just a product range. As the desire to connect to what Getty terms ‘something bigger than ourselves’ continues to drive mindful consumption, the message is clear: get your audience to invest in your story and they will invest in your brand.

 

Source: Kantar Millward Brown

Midas Jurors include Financial Advertising Experts from 6 Continents

The Midas Awards® for the World’s Best Financial Advertising℠ has announced its 2017 Grand and Executive Juries and, due to overwhelming demand, has extended its final deadline until November 17th. To date, this year’s Midas Juries represent 45 of some of the world’s most respected and influential minds in financial advertising from 13 countries on 6 continents.

The Grand Jury’s stellar reputation and diverse areas of expertise across brings together the world’s foremost advertising agencies, as well as internationally recognized experts in financial policy and communications from prominent companies around the world. Companies include, but not limited to: AML United Kingdom; Caixa Economica Montepio Geral Portugal; CPB Group, USA; Havas WorldWide Germany; First Bank USA; Mercerbell Australia, Old National Bank USA; Pi Communications India; Publicis Germany, Quicken Loans USA; RGA USA/Brazil; Saatchi & Saatchi Australia; TBWA Sri Lanka; Verizon USA; and Wunderman USA.

Midas expanded their world-class jury in 2017 to include the addition of the Midas Executive Jury. This elite global panel is comprised of founding officers, ceo’s, and executive creative directors, from global advertising agencies, in addition to prominent internationally recognized experts in financial policy and communications. The Executive Jury will review the Shortlisted entries selected by the international Midas Awards Grand Jury and will provide an even more comprehensive evaluation of global creative work entered into the competition.

2017 Midas Awards Executive Jury

Kaydee Bridges, VP, Digital & Social Media, Goldman Sachs, USA
Augusto Correia, Senior Integrated Art Director, NBS / Dentsu Aegis Networks, Brazil
Dana Cullinan, Founder and Creative Partner, Cullinan, South Africa
Tom Cullinan, Founder and Creative Partner, Cullinan, South Africa
Tamar Dorsey, Editorial Director, Charles Schwab, USA
Mike Gipert, Executive Creative Director, Wealthsimple, USA
Bill Girouard, SVP Creative Director, Arnold Worldwide, USA
MinYen Hsieh, Head of UX, OnePlus, USA
Maya Karanouh, CEO, Tag Brands, Lebanon
Devin Kennedy, Executive Creative Director, King James Cape Town, South Africa
Ken Muir, Founding Partner, Mohawk, United Kingdom
Erik Norin, Creative Director, Wieden+Kennedy, USA
Tahaab Rais, Director of Insights & Strategic Planning FP7/DXB (Part of McCann Worldgroup), United Arab Emirates
Jenny Rooney, Editor of the CMO Network, Forbes.com Inc, USA
Ian Schwey, Executive Creative Director, Tag Agency Canada
Dylan, Founder, The Dylan Agency Australia
Mengwen Xiang, Art Supervisor, CDM Group, USA

“The Midas Jury, an impressive panel of award-winning experts recruited from the world of financial advertising, are dedicated to thoughtfully evaluating entries and awarding only those entries worthy of the title of the World’s Best Financial Advertising,” said Scott Rose, Executive Director of the Midas Awards.

The Midas Jury offers their perspectives not only on how well a message is delivered, but how it is received. Midas awards Gold and Silver Ingots to the highest scoring entries, and presents the Grand Midas to the entry considered “Best in Show.” The results of the juries are parsed in an annual rankings brief, The Midas Report, —a veritable who’s-who in the world of financial services advertising that includes the 3 individual reports: Agency, Brand and Network.

The final deadline to enter the 2017 Midas Awards is November 17, 2017. Entry details, including competition categories and rules and regulations can be found on the Midas Awards website. To enter please visit: HERE.

Keeping their promise to showcase stellar performances and never-seen-before stories, Star Movies Select HD will air the inspirational true story - Queen of Katwe for the first time on Indian Television.

A film directed by the legendary Mira Nair, starring an Academy Award winner in Lupita Nyong’o and based on the inspiring story of one of Uganda’s highest rated chess players, Phiona Mutesi, Queen of Katwe is as brilliant a movie on screen as it looks on paper! Viewers in India will get their chance to watch this masterpiece on Star Movies Select HD on the 11th of November at 9 PM.

One of the most celebrated directors in India and abroad, Padma Bhushan awardee Mira Nair has made a name for herself with her gritty and powerful films and Queen of Katwe is no different. Nair, who made her mark with the National Award winning film ‘Salaam Bombay,’ has raised the bar even higher with this true-life story.

The film is the story of Ugandan Chess Champion Phiona Mutesi; a grounded individual who comes from a rough, poverty-stricken childhood and yet teaches us that anything is possible if one is willing to learn. Based on a true story, the film is a depiction of Mutesi’s constant battles against the odds and her eventual triumph that puts her at the forefront of her nation.

From start to finish, Queen of Katwe keeps the viewer engrossed and creates an everlasting impact. As A.O Scott from the New York Times puts it, "If there is anyone out there capable of remaining unmoved by this true-life triumph-of-the-underdog sports story, I don’t think I want to meet that person."

For a movie that focusses so much on chess, a game looked at as dull and slow-paced at times, Queen of Katwe is an absolute breeze. If you’re looking for a story that will leave you inspired, then Star Movies Select HD has just the thing for you.

Queen of Katwe will premiere on Star Movies Select HD on November 11 at 9 PM

MediAvataar MENA, a leading media, marketing and advertising news portal has collaborated with New York Festivals to bring its ad screening for the first time in Dubai this year.

The screening will showcase the festival’s award winning entries from across the globe. It will be held at the REEL Cinemas, Dubai Marina Mall on Wednesday, 8th November 2017, 7 pm onwards. 

“Sixty years ago, New York Festivals International Advertising Awards was born in New York City, the epi-center of advertising and creative expression, a city of icons where creative legends were made. NYF’s mantra is “THINK BIG” and we recognize that it takes a global network of well-connected experts who are passionate advocates of creative inspiration, effective marketing/advertising communication, and champions of the big idea to support this legacy competition that defines creative excellence. said Gayle Seminara Mandel, Director of Public & Media Relations, New York Festivals.

She further stated, that “This year, we are proud to partner with MediAvataar as our representatives in UAE, their dedication to the industry is only surpassed by their creative passion for sharing the important stories about advertising, marketing and communications from the regions that their trend setting media outlet serves. For the past four years, NYF has enjoyed working with the innovative and vibrant team at MediAvataar. This year marks the first year that we will join forces with MediAvataar to expand our global footprint in UAE, and to work closely with like-minded creative people who we respect and who are dedicated to celebrating the World’s Best Advertising.”

Commenting on the association Ashish Limaye, Co-founder  MediAvataar MENA, said “For more than four years MediAvataar MENA has been a trend setter in the way the industry has been updated with the news and happenings in the field of advertising, branding and marketing. Our long association with the New York festival is going to the next level this year.  We at MediAvataar MENA are very excited with the fact that, for the first time, Dubai will be witnessing the ad screening of the Festival and with it will be a start to a new working relationship.”

Since its launch in 2012, MediAvataarME is steadily heading towards being a foremost Media, Marketing and Advertising News Portal of the Region. Through path breaking content delivery it has set some new records when it comes to readership. Being Digital Media partners with the biggest advertising awards of the world for the past five years, goes on to say a lot about the publication’s efforts in making the region’s creative news consumption thrive immensely.

Founded in 1957, New York Festivals® has established a reputation of having high caliber of Jury members on its panel, a Diligent Monitoring System of the ever-changing World of Advertising, leading the Competition to be recognized worldwide for Honoring Global Creative Excellence in Advertising and Marketing Communications. 

 

Mindshare, the global media agency network that is part of WPP, has appointed Sudipto Roy Managing Director, Team Unilever for AAR (APAC, Africa, Middle East, Turkey, and Russia).

Roy’s mandate is to bring the collective power of WPP to Unilever, and help create a horizontal offering for one of the agency’s most important global accounts.

Roy first started at Mindshare heading strategy for the Mindshare Unilever team in Mumbai back in 2007. He relocated to Singapore in 2011 to lead the Unilever relationship out of the Singapore hub and went on to play a wider role as Chief Client Officer for Mindshare APAC in 2014. He later joined Tenth Avenue (WPP’s connected experiences company) as CEO of developing markets in 2015.

Roy will be based out of Singapore and will wear two hats in his new role. In his first role, he will assume leadership of the Mindshare central and market teams in AAR and ensure they remain ahead of the curve on new products and services. His other role will see him proactively work with various WPP agencies to create compelling offerings across digital, data, research, consulting services, content, shopper, and e-commerce.

“I am very excited to be back with WPP at such an interesting point in the development of this industry. We are perfectly poised to build on the advances of the last few years and create the next iteration of the marketing services model powered by data, technology, content & commerce. What we do now sets the tone for the next decade.” Said Roy.

Commenting on the appointment, Peter Dart, Global Team Uniulever Lead at WPP, said, “Roy joins us at a time when we are beginning a singinifcant business transformation task as we bring many of our units together to create a more impactful service for one of our largest global clients. His deep knowledge of our markets, our network, and of the Unilever marketing teams will serve as a great enabler to drive this change.”

Himanshu Shekhar, Chief Executive Officer, Mindshare South East Asia said: “It is great to have Roy back into the extended Mindshare & WPP family. He is a unique talent whose product and business orientation helps us create impact at speed. We look forward to exciting innings from him.”

Sudipto’s role is effective immediately

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