MediAvataar's News Desk
BBDO New York ranked #1 agency. BBDO Worldwide ranked #1 agency network. Omnicom Group ranked #1 holding company
Burger King is world's top brand. Procter & Gamble is world's top advertiser
WARC has today released the results of its first-ever 'Best of the Best' global index of excellence, to showcase the best all-round agencies and brands by aggregating results from across all three recently released WARC Rankings - Creative 100, Effective 100 and Media 100.
The WARC Rankings, successor to the Gunn Report and WARC 100, are annual rankings providing a global benchmark for campaign, agency, network, holding company, brand and advertisers' success.
The Best of the Best 2019 has been calculated by combining the 2018 results of the most prestigious and rigorous global and regional creative, effectiveness and media awards shows and competitions as determined by the industry following a worldwide survey and consultation.
David Tiltman, Head of Content, WARC, says: "The culmination of the WARC Rankings is the newly launched 'Best of the Best'. This identifies the best-performing companies across our three benchmarks of marketing excellence - creativity, effectiveness and media excellence."
BBDO New York and BBDO Worldwide are the best agency and network respectively across the WARC Rankings. BBDO New York performed strongly in both creativity and effectiveness, and its parent network, BBDO Worldwide, had a total of 59 offices contribute to its winning network total.
Commenting on their success, Andrew Robertson, President and CEO, BBDO Worldwide, says: "'The 'Best of the Best.' It literally can't get better than that when it comes to public recognition of BBDO Worldwide. I am proud of, and grateful to, our clients and all of the people in our agencies who made this happen. Having four agencies from four regions all ranked in the Top Ten, including BBDO New York at No.1, demonstrates the breadth of talent in the network."
Omnicom Group tops the Best of the Best holding company ranking. BBDO Worldwide's strong performance was supported by top 10 ranks for DDB Worldwide, PHD Worldwide and TBWA Worldwide.
"It's a proud moment to see Omnicom and its agencies topping the 'Best of the Best' list as the #1 network, #1 and #2 agency, and #1 holding company," said John Wren, Chairman and CEO of Omnicom Group. "Employees across the globe come to work every day ready to deliver world-class services for our clients, and that shines through as they're recognized by WARC for their creativity, marketing effectiveness and media excellence. Congratulations to all our people who can take great pride in these accomplishments."
Burger King tops the Best of the Best brands, with placings in the top 50 in all three rankings, and in first place in the Creative 100. The retail brand had 23 award-winning campaigns across all three rankings.
Procter & Gamble topped the advertiser ranking by less than a point, as the two leading FMCG players continue to produce highly successful work, particularly in effectiveness and media. However, neither had a brand in the top 10. Instead, both had multiple successful brands throughout the depth of the rankings.
Anti-dating apps are helping modern daters heal after heartbreak.
The rise in dating apps has introduced a host of new behaviors to navigate, with cutesy names like ghosting, cookie-jarring and orbiting that belie their psychological and emotional impact. “Technology has made people less empathetic and sensitive in their dating habits. People are much more likely to ghost someone — just disappear without explanation — along with some other poor behaviors,” said Dr. Marni Feuerman, licensed psychotherapist and author of Ghosted and Breadcrumbed. Add to this the fact that everything from social media to shared Netflix logins make it harder than ever to fully separate from an ex after a breakup, and the opportunities for heartbreak in the digital age seem infinite.
To combat this, modern daters are looking to the very technology that got them here for a solution: apps. As dating apps prevail, so too do apps that help with the mess that modern, tech-ified dating leaves behind.
In February 2019, Onward launched its new “breakup concierge” platform that aims to ease the stress of post-breakup life. “If you don’t have a strong social network and disposable income, [a breakup] is an incredibly derailing process,” said Onward cofounder and COO Mika Leonard. “We realized there had to be a better way.” The company offers plans that address the logistics of relocating and rebuilding after a split, ranging from a $99 ten-day “reboot” to a $400 month-long “recalibration.” The plans provide assistance with everything from practical considerations like packing and apartment searching to self-care encouragement like dietary and fitness recommendations, therapist match-making and community building to heavy-lifting resources like financial planning and legal aid.
This is especially important at a time when people are moving in together at a higher rate, and often for practical reasons like saving on rising rental costs. The latest numbers show that 18 million unmarried adults in the US were living with a romantic partner as of 2016, up 29% from 2007, according to Pew Research. “Folks who are leaving cohabitation have all of the complex messiness of a divorce, without anyone sort of guiding them through that process,” Onward cofounder and CEO Lindsay Meck told Fast Company. “There was no service that helps people deal with this nightmare amidst major emotional turmoil.”
Breakup coach Mend, which was just voted one of Apple’s best apps of 2018, focuses on the emotional impact of a split by encouraging users to prioritize self-care. “Self-care is built into our training program on the app because we know how crucial it is to the mending process,” said Mend founder and CEO Elle Huerta. The app helps users build healthy habits to decipher and work through their emotions with daily check-ins, audio trainings from mental health and wellness experts and guided journaling.
Huerta explained that the “daily check-ins and audio trainings strike a delicate balance between science, emotion, and practicality,” offering users a more holistic approach to heartbreak. “All of the resources I found online felt cheesy and outdated, and none of them addressed the science of what’s actually happening in your brain and body during a breakup,” said Huerta.
Breakup Boss, which launched in 2017, addresses the technological temptations that come with a breakup. The app discourages users from contacting an ex, offering “all of the tools and techniques (and lots of lectures – cute!) to deal with all of the stages of your break-up, and just as you need them: in your phone, as you’re about to call your ex/have another shot of Tequila.” And Rx Breakup offers a 30-day program that “rolls clinical expertise into a smart, stylish guide for moving on in the digital age.”
At a time when the negative effects of technology on emotional and mental states seem inescapable, these apps are offering an optimistic alternative. “We do everything else on our phones, why not do a little therapy on our phones, too?” Rx Breakup cofound Jeanine Lobell asked. Breakup Boss creator Zoe Foster Blake agrees: “[Apps] can inspire you to exercise, meditate, eat and sleep better, heal your broken heart. And they’re just going to get better.”
THE EXISTENTIAL CHALLENGE
Figuring out how to build a story in a way that aligns with the needs and priorities of the users. However, it’s not just building and sharing a story. It’s about making the story so compelling that it elevates perceptions of value and may be urgency resulting in the audience taking the required action.
In the world of advertising today, the burgeoning of messaging via various channels and in various formats may be at times too much information for someone to consume. Today, I intend to breakdown to simplify some learnings of this ecosystem into some key building blocks of the evolution of perception of – what is your audience buying into?
The good part, that may not be rocket science, however, the nature of complexity in our perceptions vs approach may be seen to clash many a times.
Trust breeds Trust and forms the DNA here. The core attribute of a journey of consumer attention till the purchase is only this word -Trust. Today, if I buy a pair of Nike or if I share any ‘information’ with someone, it will only depend on how the trust is being projected inside out. It is a simple yet deep ‘relationship’ and ‘connect’ we form with our users, audience, customers, clients and the two pillars that act as building this important piece is – Empathy, Consistency and Transparency.
Purpose of a Story is important. Most inspiring stories are those that are massively shared and find a place in our common unconsciousness to live on for ever. Can you achieve that same level of depth when “telling stories” for content marketing or other purposes? It all starts with understanding what makes people truly passionate, creating a great story and also understanding why people share content and stories to begin with.
Hence, spending some time on the ‘Purpose’ each time would only yield better clarity of thought to action.
CONTEXT AND NARRATIVE
Many a times we focus on the storytelling part for a quick branding activity, however, I see a need to have a channel which can set smaller contexts in pieces before the actual narrative. Messaging works best like the best of thriller movies where the audience keeps glued and craves for more. But yes, in real life may be every message can not be built in that way. The approach here requires focus on how soon we can anticipate initiating building on a messaging before the actual narrative is on.
This phase of ‘context setting’ is significant and requires to be a part of the broad vision and comes much before the content.
OPTIMAL SHADES OF EMOTION
Emotion does not necessarily mean to always touch the heart and make someone sentimental and it is not the simple in terms of recall value and impact. Let me share some words – fieriness, stimulus, softness, spirit, intensity, joy, sensation. These words imply deeper micro elements of the basic emotions that we need to scrutinize every time we plan a message. That is because -Emotion is a state of the mind and differs from one to the other and we do not see a scientific consensus in a definition for emotion. That is the only reason why content and messaging in the right context is so challenging till now.
May be not in every case, but, like campaigns are optimized, even for emotions there is a need to optimize a mix.
RELEVANCY AT ‘THAT’ TIME
Now, this one is tricky. Many a times, by the time a particular message is pushed out, it may not stay that relevant. Talk about the dynamic nature of this environment! That is the core reason I see why almost everyone waits for a Women’s Day or Mother’s Day, because they know that this is the day when people actually recognize that. However, does not it seem just one side of the coin?
Artificial Intelligence is seeming to build a path for this problem. Collecting various data around psychographics, behaviour and habits, predicting what a consumer will go for next. Though, isolating a user and looking at single touchpoints is posing a key question to evolve into perfection.
BRAND CREATING STORIES Vs STORIES CREATING BRANDS
Both! What about the stories your audiences are already telling? How do we listen to them and include them? Here is where a deeper focus on perception is required by marketers. Perception is more about personality, trust, openness, transparency, relevance and participation. Here is where it forms a full circle. This actually how carefully we listen in this clutter and then build upon that. And that can only happen if we as marketers are more with our audience, like literally. Next time I plan to visit the Kumbh Mela to learn more. The Kumbh is not only the largest pilgrimage but has evolved to be the hub of the nest marketing initiatives.
And yes, never leave the ability to enjoy during all this while being a part of various communities and help in building more communities. The good news – we all have this ability! If we think about any idea with joy and indulge or soul, it may not be measured by an ad server, but it will definitely create the footprint.
Written by Ankoor Dasguupta, Vice President- Brands, Marketing & Special Projects at SHEROES.
The International Olympic Committee (IOC) today announced that Sony Pictures Networks India (SPN) has been awarded the broadcast rights in India and the Indian Subcontinent for the Olympic Games Tokyo 2020, as well as the Winter Youth Olympic Games Lausanne 2020. The Olympic Channel and other IOC digital platforms will also feature highlights and replays of key events.
Sony Pictures Networks India (SPN),an established pay-television network in India, has acquired media rights in India as well as the Indian subcontinent and will provide comprehensive coverage across its broadcast and digital platforms.
In addition to the coverage on Sony’s digital platform, SonyLIV, the Olympic Channel and other IOC digital platforms will feature highlights and replays of key events to supplement SPN’s coverage of the Olympic Games Tokyo 2020 across India and the Subcontinent. This follows the successful broadcast of the Olympic Winter Games PyeongChang 2018 on the Olympic Channel and other IOC digital platforms.
In addition, the IOC and SPN will collaborate on creating a permanent Olympic Channel home within the SonyLIV service. Programming will feature year-round coverage of Olympic athletes and sports, highlighting locally relevant original content produced by SPN and Olympic Channel.
N.P. Singh, MD & CEO, Sony Pictures Networks India:
“As an organization, we continue to play a leading role in shaping and meeting the entertainment needs of the evolving consumer base across television and digital platforms in India. The Olympic Games is the largest and most prestigious international sports competition in the world with over 200 countries participating. The addition of the Olympic Games Tokyo 2020 broadcast and digital rights complements our portfolio of International sports events and properties.”
Thomas Bach, President, IOC:
“As a dynamic sports and media market, India and the Subcontinent is an important strategic region for Olympic broadcasting. The IOC is pleased to be working with Sony Pictures Networks India to collaborate together to bring the best coverage of Tokyo 2020 and the Youth Olympic Games to fans across the region, on their platform of choice, with the aim of inspiring young people to engage with Olympic sports and the Olympic values.”
Mr Shri Ravi Shankar Prasad, Union Minister for Law & Justice and Electronics & Information Technology – “India could be a $ 3 Trillion economic in the next 4 to 5 years that that is the goal we have set. Digital India is designed to empower ordinary Indian’s. Our idea is to make India the biggest manufacturing hub in the field of electronics with one crore employment in the electronics sector and 35-40 lakhs in the software sector”.
Mr Rajan Mathew, Director General, COAI, “We are looking at $ 100 billion investment requirement which will primarily be driven by the private sector”.
Amit Malviya Social Media & IT Chief, BJP – “BJP dominates the digital space; hence we are often accused of things that we haven't done like spreading fake news which can be interpreted wrongly”.
TIMES NETWORK, India’s leading broadcast network, hosted the 5th edition of its landmark event, ‘Digital India Summit 2019’ today. Driving the 5th edition’s theme, ‘Unveiling India’s $ 1 Trillion Digital Dream’, the summit created conversations with the torch bearers of the digital universe to share their vision and insights to empower and transform India as the complete digital economy.
Throwing the spotlight on fast-tracking Indian’s digital economy with more than 45 eminent speakers and 13 power packed sessions, Digital India Summit 2019 addressed the key sectors and industries in digital transformation including E-Campaigning, E-Health, E-Commerce, Financial Inclusion to Digital Payments, E-Food to Entertainment and Travel. Shri Ravi Shankar Prasad, Honorable Union Minister for Law & Justice and Electronics & Information Technology, delivered the keynote address highlighting the key contributing factors in achieving India’s $ 1 Trillion Digital Dream and Dinesh Kumar Garg, Executive Director - Union Bank of India, deliberated on Digital India with a focus on digital economy and financial inclusion.
MK Anand, MD & CEO, Times Network said, “With a view to bring public attention to the efforts underway in driving the world’s fastest growing major digital economy, Digital India Summit unveils India’s $1 Trillion Digital Economy dream, addressing the possibilities and challenges across key domains which are critical components in digital transformation.”
Speaking at the Digital India Summit, Shri Ravi Shankar Prasad, Union Minister of Law& Justice and Electronics & Information Technology said, “The IT industry is present in 200 cities of 80 countries with a turnover of 167 billion plus,125 billion exports, employing 40 lakh people directly and 1.25 crore indirectly, the industry employs 33% women and they are rising by the day”.
“Digital India is designed to empower ordinary Indian’s, the entire digital ecosystem has advanced in the last few years and we wish to keep this momentum. Our Digital initiatives have empowered nearly 1.5 crore students with e-scholarship worth 5000 along with our initiative of Ayushman Bharat, 50 crore Indians are going to get assistance. In November 2016, there were only 4000 transactions per day on BHIM UPI app and in December 2018 it has reached 2 crores transaction per day, this is being propelled by people living in smaller cities”.
“Shri Ravi Shankar Prasad further stated that there was a time when India consisted of only 2 mobile manufacturers and today there are 127 mobile manufacturers making India the second largest mobile manufacturing country only second after China. Our idea is to make India the biggest manufacturing hub in the field of electronics with one crore employment in the electronics sector and 35-40 lakhs in the software sector”.
“India has become the 2nd largest start-up movement in the world with the valuation of Unicorn is higher than in the UK. Concluding, he added that any data imperialism will not be acceptable, we are creating India’s IT(Information Technology) + IT (India’s Talent) = ITIT, India could be a $ 3 Trillion economic in the next 4 to 5 years that that is the goal we have set”.
Dinesh Kumar Garg, Executive Director - Union Bank of India, said, “Digital India is one of the biggest government programs in the world to bring about sustainable and inclusive societal transformation using digital technologies. The process of making India into a trillion-dollar digital economy has begun and Digital India is making this dream a reality. Technology is already playing a crucial role in driving financial inclusion of the under-banked as well as the un-banked population in the country. Digital India is the biggest step towards Digital Economy & Financial Inclusion. We at Union Bank Of India are committed to helping India achieve its digital vision. We are proud to partner Times Network in this impact initiative”.
Amit Malviya, IT Chief, BJP shared views on the digital impact on consumers, "The disruption in social media has caused a lot of change and has given easy access to consumers to share their views and today it is so powerful that it has become a mainstream platform. BJP dominates the digital space; hence we are often accused of things that we haven't done like spreading fake news which can be interpreted wrongly. Today, there are several platforms and millions of people using apps like TikTok, Sharechat, Facebook. Such apps keep tier2, tier3 cities well informed and cannot be deceived by fake news".
Vineet Arora, MD & CEO, Aegon Life Insurance Company Limited, India, said, “India has been in the process of gearing up for a digital economy over the last few years. The Indian insurance sector specifically is increasingly embracing digitisation in line with the government’s ‘Digital India’ initiative. In the digital age, customers are demanding simple terms, transparency, easy-to-understand benefits, and increased automation. Even traditional Indian enterprises are also compelled to go digital. Aegon Life is the pioneer of digital insurance in India and we constantly endeavour to infuse digital for ease of buying of the customer. Digital bears the potential of working as a catalyst for the noteworthy growth of the insurance industry.”
Speaking on ‘Is India 5G ready’? Rajan Mathew, Director General, COAI said, “ India is still behind in the race for 5G, there is tremendous long-term investment required to get our 4G networks in shape, keeping in mind capacity and quality issues. We are looking at $ 100 billion investment requirement which will primarily be driven by the private sector and unless issues of financial stress are dealt with, we are far from reaching the 5G era. We seek the government’s attention to this, allowing telecom players to make essential investments to take the country towards a robust 4G and then question ourselves, are we 5G ready?
Attended by some of the most valued dignitaries in India across sectors, the summit witnessed a diverse network of thought leaders, digital gurus, policymakers addressing the audience through a series of panel discussions and deliberations on enabling the country’s greater digital progress. The notable speakers at the summit included Amit Malviya, Social Media & IT Strategist – BJP, Aashish Yadav, Social media & IT Strategist - SP & BSP , Ankit Lal, Social Media & IT Strategist - AAP, Nath Parameswaran, India Director – Paypal, Rajan Mathews, Director General -, Cellular Operators Association of India, , Deep Kalra, Founder & Group CEO - Make My Trip and Upasana Taku, Founder & CEO – Mobikwik, Tarun Katial, CEO -ZEE5 and Amanpreet Bajaj, Country Manager - Airbnb among others.
The 5th Digital India Summit 2019 is presented by Union Bank of India, digital insurance partner - Aegon Life Insurance, OTT partner - MX Player, associate partner – Toshiba, CSR partner -Honda, digital cinema partner – UFO Movies and solution partner – SAP.