MediAvataar's News Desk

MediAvataar's News Desk

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Thursday, 25 April 2019 00:00

Why is Oyo Rooms an investment magnet?

OYO Rooms, which started as a hotel-aggregator platform five years ago, has become India’s largest hotel chain today. Recently the brand made headlines again with the news of Airbnb investing $ 75 million in the company.

While Oyo is on a fast track of expansion, we looked deeper into its performance over the past two years to see what makes Oyo a favourable case for investors.

YouGov BrandIndex, the daily brand health tracker, shows that Index score for OYO, which is an average of impression, quality, value, reputation, satisfaction and recommend scores, has seen a significant improvement in the two years since 2017.

In September 2017, Oyo raised $250 million, mostly from SoftBank Vision Fund. From an Index score of 16.7 points in April 2017, OYO considerably improved its brand health between October 2017 to February 2018.

However, March-April 2018 the brand witnessed a decline in its Index score, after which it stabilized its score to some extent, and thereafter witnessed another slump in September-October 2018. This is also the time when Oyo checked into the Unicorn club with a $ 1 billion fundraising.

Despite these ups and downs, Oyo finally managed to record a steady improvement in its overall brand health and changed its score from 18.1 in September 2018 to 20.5 points by the end of March 2019.

Overall, Oyo has seen an improvement in its purchase funnel in terms of awareness (whether one is aware of a brand), consideration (whether one would consider purchasing from the brand) and usage since April 2017. What is interesting is that while the category (hotel and booking sites) has seen a decline in the last two years, Oyo seems to have made an improvement.

Conversion rate from Consideration to Usage for Oyo has increased from April 2017 – April 2019 (from 67% to 71% conversion) while for the overall category it has dropped (from 55% to 52% conversion) in these two years.

YouGov BrandIndex data also shows that Index, Consideration, as well as Purchase Intent for Oyo, seem to show a stronger correlation with the Recommendation metric (whether one would recommend the brand to others) than Value for Money metric (whether a brand gives good value for the money paid). This suggests that Oyo’s strong brand advocacy among consumers could be driving the success for the brand in this category.

In October last year, YouGov BrandIndex reported how Oyo’s Index and Purchase Intent declined amongst female consumers when an American blogger put out a YouTube video recounting her harassment experience at an OYO room in Delhi. However, as we can see, since then the brand has registered marked progress and its health metrics have improved considerably.

Now when the health metrics are in Oyo’s favour and consumers’ intent to buy from the brand is so strong, we wonder how difficult it will be for potential investors to stay away from brand Oyo.

 

Global Awards Celebrates 25 Years and Unveils both Regional and Global for Good Awards

The 2019 Awards competition is open for entries. The Global Awards®, now in its 25th year, celebrates the best work in Healthcare & Wellness and Pharma (Rx) Advertising.

This year NYF’s Global Awards embraces a quarter century of tradition, setting the bar for creative Healthcare work and challenging the industry while recognizing the most innovative work the field has to offer.

For 2019 the Global Awards will unveil 2 new awards. The competition will honor the highest scoring Global Award-winning entry within 5 regions (North America, Latin America, Europe, Middle East & Africa, and Asia Pacific) with a special merit award. The newly minted Global for Good Award will be selected by the Executive Jury from top-scoring Gold entries submitted by NGOs or Non-Profits. The Global for Good Award will honor the entry or campaign whose goal is to encourage social good and beneficial behavior to facilitate change resulting in a positive outcome for individuals, causes, society, and the welfare of animals and the environment.

As Health & Wellness and Pharma advertising becomes more and more a part of everyday life, the Globals continue to honor a vast spectrum of work that includes everything from classic print to VR & patient engagement to multidevice fluidity, from genetic mapping to interconnectivity between patients and providers.

“The Global Awards are proud to continue the legacy of recognizing the World’s Best Healthcare & Wellness and Pharma Advertising. Our truly global Executive and Grand Juries are recruited from more than 20 countries on six continents and properly represent the diversity within the healthcare sphere,” said Fran Pollaro, Executive Director of the Global Awards.

Last year, the Global Awards has unveiled a triple threat of updates designed to elevate the competition. In 2018, Globals unveiled a multi-tiered pricing incentive created to reward entrants for early submissions; streamlined all competitions and categories to provide a more user-friendly entry process; and expanded trophy opportunities to include Gold, Silver and Bronze level recognition.

Embracing trends within Healthcare/Wellness/Pharma advertising and communications the Global Awards supports the universality of this growing field, and the agencies creating leading-edge work and the brave clients.

All creative work entered in 2019 Global Awards will be judged by the competition’s two-tiered jury process, the online Grand Jury and the live Executive Health & Wellness and Pharma (Rx) Juries.

With 2018’s Executive Jury powered by 50% women including creative Jury Chairs represented by respected industry thought leaders including Elizabeth Elfenbein, Kathy Delaney and June Laffey, we’re poised to assemble our next world-class jury that continues to rival years past,” said Pollaro.

The Global Awards’ Executive Jury and Grand Jury of industry experts are recruited from more than 20 countries on six continents. The Global Awards jury selection process ensures that each entry is judged by renowned international talent with global knowledge and perspective from the industry. Specialized separate Health & Wellness and Pharma (Rx) Executive Juries evaluate creative entries. These split juries allowed entries to compete with those submissions within their own competition. The 2019 Executive and Grand Juries will be announced in the coming weeks.

In addition to the Global Awards Grand Jury online judging sessions, the competition organizes annual live judging sessions around the globe to review digital based works and collateral materials that support a campaign, and which cannot be judged online and to encourage collaboration in local markets.

In 2018 the collaborative Global sessions were hosted in Australia (Orchard), Brazil (FCB Health), England (TBWA\WorldHealth), India (Medulla Communications), South Africa (Fine Healthcare) and United States (TBWA\WorldHealth). These annual global live sessions are hosted at prominent international healthcare communication agencies and allow jurors to examine in detail multi-paged works including sales kits, direct mail, brochures, point of purchase displays, and annual reports. For 2019, Global sessions are slated to expand to additional regions around the world.

The 2019 Global Award winners will be announced this November.

New York Festivals® Advertising Awards announced the 2019 Finalists from entries submitted from 62 countries for the following Category Groups: Activation & Engagement, Audio/Radio, Artistry & Craft in Advertising, Avant-Garde/ Innovative, Branded Content/Entertainment, Creative Marketing Strategy/Effectiveness, Collaborations & Partnerships, Direct & Colleterial, Design, Digital/Mobile, Film (Cinema/Online/TV), Film Craft, Outdoor, Package & Product Design, Print, Positive World Impact, Public Relations, Social Media & Influencer, Sports and Student.

“We’re thrilled with the caliber of this year’s innovative entries deserving of recognition,” said Susan Glass Ruse, Executive Director, New York Festivals Advertising Awards. “It’s really exciting to see our new categories providing a modern roster to honor cutting-edge work in step with global trends.”

2019’s revised and newly created categories honor breakthrough work that reflects the full spectrum of creativity and innovation in the industry today. New category groups including Positive World Impact, Artistry & Craft in Advertising, and Collaborations & Partnerships saw a robust number of entries achieve Finalist status and move on to the medal round.

To view the 2019 Finalists, please visit Finalists.

The 2019 Grand Jury comprised of 400+ Creative Directors, Executive Creative Directors and Chief Creative Officers from 65 countries determined the Finalists through two-rounds of online judging sessions and a live collateral judging session.

“NYF’s Grand Jury, recruited from top global agencies and leading boutique shops from Argentina to Vietnam, all play a pivotal role in the selection of the World’s Best Advertising,” said Heather Abrams, Associate Executive Director, New York Festivals Advertising Awards. “Their process results in exciting creative work moving on to the Executive Jury round.”

Finalist entries will progress to the live judging rounds with the 2019 Executive Jury, an elite group of global CCO’s and other top agency creatives. The Executive Jury will convene in New York City on Monday April 29th - May 3rd for five rounds of judging to select Third Prize, Second Prize, First Prize, Grand Award and Best of Show award-winning entries. All Film Craft Finalists will be judged on April 30th and May 1st by the Film Craft Executive Jury, comprised of respected film industry experts dedicated to the quality and aesthetics of the film making process.

“NYFA’s 2019 Executive Juries are respected globally for their award-winning creativity and leadership,” added Ruse. “Their expertise ensures that innovative campaigns of all types are recognized and honored. New York Festivals Advertising award winners showcase the diversity of world-class work reflecting the evolving advertising industry.”

Publicis Media India announced that it has roped in seasoned technology expert Roopesh Pujari as Head of Technology, PM India.

Roopesh Pujari comes with over 22 years of leadership experience in technology and has worked extensively in the US apart from India. His experience cuts across sectors such as BFSI, Manufacturing, Consulting, Publishing, Aviation/Airlines and Healthcare and also includes multiple Fortune 500 customers across the globe including the likes of Apple, Pfizer, Dell, the US Army, Mondelez, etc.

Anupriya Acharya, Publicis Media India Chief Executive said, “As digital spaces shape more and more of the touch points of a consumer journey, marketing has been transformed into a technology-driven sector! Increasingly we find that our clients require tech-led marketing solutions and internally too, a large part of our success on data-led insighting, real time execution and superior ROI returns depend on a strong tech foundation. We are delighted to welcome Roopesh on board who will spearhead our tech vision and strategy, framework and infrastructure to deliver on clients requirements that span across machine learning, platforms, automation and artificial intelligence.”

Roopesh Pujari said, “I am thrilled at the opportunity. This is an exciting time to be entering the media and advertising space! Its set to leapfrog on the back of new marketing and advertising technologies and advanced marketing and media models. I was particularly impressed by Publicis Media’s clarity of vision and the ambition for this role and I look forward to working closely with the leadership team at PM and contribute to the Publicis Media’s success story.”

Effie Index recognises companies that deliver measurable business results for clients

WPP has been ranked as the most effective marketing communications company in the world in the 2019 Effie Index.

The award, which WPP has won for the last eight years, is the industry’s benchmark for effectiveness in terms of demonstrable results for clients.

The Index rankings reflect companies’ cumulative success in 46 national, regional and multinational Effie Awards competitions, based on 3,753 finalist and winning entries during 2018.

The case studies put forward by every brand and company featured in the Effie Index are subject to rigorous evaluation by expert industry judges, who examine and debate each case’s strategic communications challenges and objectives, the idea, how the idea was brought to life through creative, and the results it delivered.

Mark Read, CEO of WPP, said: “Our job is to produce transformative ideas and – most importantly – transformative results for our clients. The Effies are a litmus test of our ability to do that and I’m delighted WPP continues to top the rankings for effectiveness in our industry. The credit goes to our outstanding agencies and people who every day turn their talent and creativity into tangible business success for organisations around the world.”

Traci Alford, CEO of Effie Worldwide, said: “The Effie Index is the most comprehensive global ranking of marketing effectiveness. The rankings are also reflective of the teams behind the work, determined by a jury of industry peers. WPP has retained its title as Most Effective Holding Group for the eighth consecutive year, which is a testament to the people and collaboration behind their winning work. My sincere congratulations to the entire team on their continued success.”

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