Zenith is helping brands to improve the sales they achieve through retail partnerships via a new consultancy service.
Developed by Zenith’s new global commerce team, the Retail Assessment is an innovative approach to assessing a brand’s retail partners. It analyses a broad range of key UK and international retailers, rating how well their online commerce platforms perform as sales and marketing vehicles for brands.
Zenith’s Retail Assessment scores retailers on over 20 different key variables, including: web page speed, mobile readiness, checkout ease, share of category search and media solutions.
This a clear step forward in our bid to break down the silos between sales and marketing to help drive growth for brands.”
Using the Retail Assessment, Zenith is able to recommend which retailer each brand should drive their paid media traffic to and where they should invest their digital trade budgets to drive both category and profitable growth. This was developed in conjunction with UK client Coty Luxury.
Cassandra Stevens, Global Commerce Director, Zenith, said: “As retailers essentially become digital publishers, it is important to hold them accountable to the same standards as digital media. We are increasingly able to place the level of scrutiny on retailers and retail media that we do with traditional publishers. This a clear step forward in our bid to break down the silos between sales and marketing to help drive growth for brands.”
Since taking on the Global Commerce Director role last year, Cassandra has worked with Publicis Media’s Commerce Practice to develop Zenith’s commerce capabilities and solutions for clients. Through client demand, Zenith has recently taken on three more people to help develop commerce solutions and created a dedicated hub to service Global and UK clients.
Stuart Johnston joins Zenith as Global Commerce Associate Director from an eCommerce agency where he was Head of Digital Content, Trading & Performance Marketing. Stuart brings retail experience having previously worked at Argos and Debenhams where he worked within their trading teams. Victoria Delaney has moved into the team as Global Commerce Associate Director, bringing valuable media and tech experience from Zenith UK. And, Emilia Caccamo joins the team as a dedicated Commerce Activation Senior Executive, also from Zenith UK.
Pitch involved several large national and international media agencies
New Delhi, February 28: Behrouz Biryani, the largest biryani brand in the country, with its rich Persian heritage, has today awarded its media duties to DCMN India, a growth marketing partner to digital-first brands.
Behrouz Biryani is an in-house label from the house of Rebel Foods, the largest virtual restaurant chain globally. Rebel Foods has grown from ~20 restaurants in 2011 to 1,500+ restaurants across the nation at present. Among other brands, including INR 100+ crore brands, that come under the Rebel Foods banner are Faasos, Mandarin Oak, Oven Story, Sweet Truth, Lunch Box, The Good Bowl and Kettle & Kegs.
Speaking of the association, Sagar Kochhar, Group Chief Marketing Officer, Rebel Foods said, “DCMN came across as extremely client and growth-focused. Their understanding of our requirements was deep and that put them ahead of several others. We are in a sunrise sector that will redefine India’s F&B experience. We wanted to partner with someone who understood that and more.”
The pitch process was held in Mumbai and the account will be handled from DCMN India’s Gurgaon office. The business will be led by Bindu Balakrishnan, Country Head, DCMN India. The mandate includes managing the brand’s TV media duties across different markets and campaign tracking using DCMN’s proprietary TV attribution technology, DC Analytics.
Bindu Balakrishnan, Country Head, DCMN India, says, “DCMN India is very happy to associate with Rebel Foods’ Behrouz Biryani in the next phase of their growth. With its amazing taste and the convenience of ordering online, Behrouz has already conquered many hearts and taste buds. With our global expertise and data driven approach, we aim to build on this momentum and drive the brand awareness and performance even higher for Behrouz.”
Brings Depth of Leadership, Business Growth & Client Acumen to the Role
Publicis Media today announced the appointment of Lauren Hanrahan to the role of CEO of Zenith US, Moxie, and MRY. In this remit, she will be responsible for delivering transformation to Zenith’s world-class roster of clients, accelerating the growth of the agency, and inspiring a high-performance culture where people love to work. Based in New York, she will report to Tim Jones, CEO, Publicis Media Americas, and succeeds Sean Reardon, who is leaving to take on a role outside of the company.
A 15-year veteran of Publicis Groupe, Hanrahan brings tremendous depth of experience to the post. She most recently served as Global Practice Lead, Business Development & Communications for Publicis Media for the past three years where she was a driving force in the company’s significant new business momentum including welcoming GlaxoSmithKline, Marriott, MolsonCoors and other new clients to Publicis Media and its agencies. Prior, she was EVP, Corporate Development, for Starcom MediaVest Group, and earlier served in a variety of ascending business development and client-facing roles within the company.
“Sean was a highly-effective CEO and we wish him nothing but the best in his new opportunity. Looking to the future, I’m pleased we are able yet again to promote from within—I think it says a lot about our organization and people,” says Jones. “Lauren has proven to be a tremendous leader, adept in delivering for client needs as well as galvanizing and developing world-class capability and talent for the agency,” says Jones. “She is the perfect leader to take Zenith US forward as it continues to bring its ROI+ proposition to life.”
I’ve had the privilege to work alongside Zenith, its teams and clients for many years now,” says Hanrahan. “I am inspired by the modern marketing approach across Zenith, Moxie and MRY and am excited for the opportunity to lead these incredible brands and their people.”
Over the coming months, Hanrahan will work closely with Reardon who remains with the company through April, to ensure strong continuity of client delivery and business growth.
As the 2018 earnings season for the digital giants – Facebook, Apple, Amazon, Netflix and Google – ends, we take a closer look at the evolution of their performance and assess the impact on advertisers. Below are the top five things you need to know.
Despite all the headline-making issues from the past few years, the big five are all growing at a rate faster than overall adspend growth. Facebook is growing and monetising its user base outside of the US, but it’s their new advertising formats within Stories that received significant attention; there are 2 million active advertisers across Facebook, Instagram and Messenger – that’s close to one-third of the total active advertisers across all of Facebook apps. Sitting close in the third position is Amazon, with $10.1 billion in reported ad revenue. This figure is up 95% year-over-year, a growth rate that far outpaces the growth seen in their e-commerce revenue with US sales climbing to 19.7% in the latest quarter and international sales growth at 15%. The bottom line? Advertisers must increase their focus beyond the duopoly to maximise their value and maintain a media advantage.
Cost is becoming more complicated as the different platforms evolve. Google feels attractive with click volume increasing by 66% and CPCs continuing its decline, falling 29% vs. last year. YouTube is seen as a leading contributor to lower CPCs. With Facebook, Instagram’s ad prices are expected to rise as demand increases for its e-commerce opportunities. This is because advertisers will be able to get a clear ROI on their ad spend. With Amazon, we expect prices to rise thanks to increased competition between advertisers as adoption of the advertising platform increases. Now more than ever, advertisers must invest in careful cost-efficiency analysis to determine the optimal mix with a clear understanding of their contribution to advertisers’ revenue and overall ROI.
Amazon has shifted the battleground for the big platforms to focus on commerce. Whilst Google does not report on shopping campaign performance, its CEO said the number of active daily shoppers during the holidays doubled year-over-year. Facebook has clearly indicated that making Instagram ads a critical part of a brand’s repertoire in driving online sales a priority. Advertisers must review their partnership models and ensure they have commerce stakeholders engaged in the management of these partnerships in order to take advantage of the latest developments in commerce.
Google and Amazon continue to invest in cloud-based services, growing 31% and 45% respectively. Because of their ability to host big data sets from advertising activities and deliver advanced analytics including machine learning-based services, there’s an opportunity for advertisers to drive efficiencies by taking advantage of these evolving offerings.
New consumer privacy regulations have the potential to disrupt current ways of working between agencies, advertisers and these giants. Despite recent fines, the growth observed across all the big five platforms suggests that they prepared carefully for these changes to minimise the impact on their revenue and attractiveness to advertisers. These regulations will require new thinking on how to personalise at scale through the use of relevant, smart communications across every touchpoint. Regulations like GDPR have put the consumers in control of their personal data, and thus their advertising experience. It’s critical that marketers understand their audience and are agile and innovative in order to tailor the user experience.
Authored by Benoit Cacheux, Global Head of Digital & Innovation at Zenith
Discovery Asia Pacific has appointed Megha Tata as Managing Director – South Asia, Discovery Communications India, effective April 01, 2019. Megha joins Discovery from Business Television India (BTVI) where she was spearheading India business. A veteran of the media & entertainment industry, Megha has received multiple industry accolades in an illustrious career spanning more than 28 years. She has held leadership positions across eminent broadcasters such as BTVI, HBO, Turner International and STAR TV.
Megha will be based in Mumbai and report to Simon Robinson, Managing Director, Discovery Asia Pacific and Chief Financial Officer, Discovery International.
“Megha is a seasoned professional, with an extensive and proven track record of leading multiple broadcast businesses in India. We are incredibly excited to welcome Megha, and her vision, at this important juncture as we aim to actualize the potential of such a key market,” said, Simon Robinson. “I look to her leadership to provide a differentiated strategic direction to Discovery India with twin objectives of – accelerating growth in the core business and strengthen the product portfolio with new offerings in line with the evolving expectations of the market.”
Speaking on the occasion, Megha Tata, said, “Having been a passionate superfan of Discovery myself, I am really excited to lead Discovery’s mandate in the region. I look forward to working closely with the India management team to help build an aggressive growth path for the company in this rapidly changing media landscape.”
Discovery Communications India, the country’s leading infotainment player, has a portfolio of 13 channels including Discovery Channel, Discovery HD World, Animal Planet, Animal Planet HD World, TLC, TLC HD World, JEET Prime, JEET Prime HD, Discovery Science, Discovery Turbo, Discovery Kids, Discovery Tamil and a premium sports channel DSPORT.