MediAvataar's News Desk

MediAvataar's News Desk

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MSLGROUP, the strategic communications and engagement consultancy of Publicis Groupe, and the largest brand and reputation advisory network in Asia and Europe, took home three awards at the 2015 PRWeek Awards Asia including one Silver and two Bronzes.

Recognised as a benchmark in the communications industry, the PRWeek Awards Asia rewards clients and agencies for the best strategies and achievements that have transformed businesses and brands.

Charlotta Lagerdahl Gandolfo, Regional Business Director, MSLGROUP in Asia, said “Being recognized by the PRWeek Awards once again demonstrates our capabilities in delivering integrated solutions, grounded in insights, that generate real impact on our clients’ bottom lines. We are comitted to driving change in our industry and will continue to evolve to exceed our clients’ expectations.”

The winning campaigns include :

 CeBIT India from ‘just a trade fair’ to ‘technology intelligentsia’ by 20:20 MSL, won Bronze for B2B Campaign of the Year for the integrated media advocacy campaign that cut across conventional PR tools to ensure the success of the first CeBIT in India.

 Follow Me! The Dongfeng Citroën New Elysee Journey to Mount Everest by Genedigi MSLGROUP, won Bronze for Brand Development Campaign (product) for a bold idea that drove consumer engagement with user-generated digital content that was amplified through mobile marketing. A high-risk, high-reward camapign, it generated amazing sales results.

 Crowdsourcing Brand Loyalty: Huawei Fan Celebration by Genedigi MSLGROUP, won Silver for Corporate Branding Campaign of the Year for its creative and strategic engagement with consumers which showcased the company’s transparency and openess to enhance brand loyalty.

These accolades follow a string of award wins for MSLGROUP this year, including a Gold Stevie in the Asia-Pacific Stevie Awards, Marketing Magazine’s Event Marketing Agency of the Year, Best Mobile Campaign from PR Daily Awards, and a Silver in Advertiser Magazine’s yearly awards competition in China.

‘ht48hours’ is the new weekend lifestyle supplement which will be distributed free along with Hindustan Times in select areas in Mumbai.

This supplement will come out every Friday & Saturday.

‘ht48hours’, the new weekend read,  has been specially curated for Mumbaikars so they can get the best of 48 hours to delve deep into the most interesting weekend activities from art, theatre, travel, shopping, offers at spas and salons, weekend brunches and everything else that is happening in the city.

The cover stories, every week, will take an in-depth look at lifestyle activities, or an event, or a new trend which everyone is talking about, with the help of innovative design and fun elements.

This supplement will cover various categories including the latest happenings in the tech world, with reviews of the latest gadgets, and apps, latest trends in food with innovative recipes from well-known chefs and all the latest happenings in Music, Dance, Stand-up Comedy, Theatre, Art and Fashion.

It will be complete with an ‘Insider's Guide’ to hidden secrets at famous establishments and neighborhoods; coming from experts.

Talking about this new supplement, Nitin Chaudhry, Business Head – Hindustan Times, Mumbai said, “At HT Mumbai our endeavours have always been to provide our readers of this fast paced city, with more than just news and ‘ht48hours’ is a step ahead in that direction. This supplement will be a definitive weekend fix for our readers and will make their weekend unwinding even more exciting!”

Monday, 22 June 2015 00:00

Conflict Is Good for Creativity

Conventional thinking says that conflict is bad for teamwork and should be kept out of the office, but putting individuals in a conflictual state of mind can enhance their creativity.

The workplace can be full of conflict. Groups of people, driven by different goals inevitably find themselves at cross purposes and disagreements flare up, regardless of industry or country. Add personality clashes and different personal values into the mix and the firm can become a crucible of professional rivalry. Sometimes it can become destructive to the firm as a whole.

For this very reason, managers are told to downplay conflict as much as possible and to foster and facilitate team harmony because clashes are detrimental to trust, collaboration and creativity.

But what if such conflict could be harnessed by managers to enhance performance?

In our paper The Combined Effect of Relationship Conflict and the Relational Self on Creativity, my doctoral student Eun Jin Jung and I, found that helping people to see themselves in relation to others, especially during episodes of conflict, made them crystalise their goals and strive to achieve them by more creative means. This is because most people want harmonious relationships with those around them and when obstacles to achieving that harmony appear, they become more determined to overcome them.

Who are you?

Many of us define our “self” in relation to those around us, for example, “me when I’m with my partner or close friends” and “me at work with my colleagues”. Some are more relational than others. For example, those of East Asian origin where social interdependence is strong are more relational than those from Western backgrounds that emphasise autonomy, while women across cultures tend to be more relational than men.

This matters because relational selves consider close others’ outcomes as their own and greatly value their responsiveness to others’ needs. This desire for harmony can be a powerful tool for enhancing work outcomes and as we discovered in our paper, even less relational individuals can be motivated by conflict.

Putting conflict to work

In our study, we asked 113 Americans in two groups to read a short story on a situation that put them in the shoes of a relational individual and another in an independent condition. The two groups then had to recall a harmonious and a conflictual relationship situation they’d felt in the past.

They were then asked to write down their thoughts and feelings of those particular situations, which we examined for depth and detail of their experience to determine their persistence to overcome the conflict.

Afterwards, participants completed a creativity test called the Remote Associates Test, which measures the ability to identify associations between normally unrelated words (for example, elephant, lapse, vivid; Answer: memory) so we could see how putting them in this frame of mind impacted their creative ability.

We found that relationship conflict has the positive effect of boosting creativity for relational people, because it motivates them to think harder to find solutions for the conflict. We also went on to study a Korean sample in which we were able to replicate our findings.

We also investigated what sparks creativity in more independent individuals. What we found in this case was that a process conflict (i.e. controversy in a group about how a task should be completed or how resources are allocated), rather than a relationship conflict, was equally effective at making them persistent and hence creative.

Making conflict work for you

For managers, this means that the concept of removing all conflict from your teams should be taken with a pinch of salt. But this isn’t a call to create a conflictual environment for your employees to work in. Remember that this is about putting people in a frame of mind that makes them aware of the differences between themselves and others.

In a practical setting, this could be applied by using instances of conflict or past conflict to invoke the relational self in the individuals involved or to help them be mindful of interpersonal incompatibility to activate relational thinking. For the more independent individuals, perhaps managers should think twice about intervening to remove obstacles that might make the individual facing them work harder to overcome them. Setting people’s minds to think about their place in their families can also be an easy way to create a natural conflict within between the self at home and the self at work to fire up an ambition to maintain harmony in both settings.


Written by Sujin Lee, Associate Professor at KAIST.


Monday, 22 June 2015 00:00

Powering The Desi Digital Revolution

India’s online video viewership has increased 100% since 2011.

Super viewers are largely from the SEC A and B category and are typically 21 to 26 years old.

Approximately 78% of regular internet users watch or download digital content such as videos, television shows or movies.

Just a few years ago, Internet broadband was considered a luxury restricted mostly to corporate India. Today, it’s a whole different picture thanks to the advent of smartphones and a rapidly growing telecommunications industry. India is poised at the cusp of the digital revolution – be it finance, travel, ecommerce and even media and entertainment.

Online video viewership in the country has nearly doubled between 2011 and 2013. A 69% growth in unique viewers during the same period indicates that more Indians are accessing their entertainment online every day.

The Media Super Consumer

However, Internet users cannot be grouped solely by data consumption. Two factors—consumption and engagement—categorise consumers’ online behaviour. We’ve broken down India’s Internet users into three:

Light: They spend approximately 90 minutes or less online.

Medium: They spend between 90 to 120 minutes online.

Heavy: They spend more than more than 120 minutes online.

Consumers’ online use can be gauged not only by the time they spend on the Internet but also through the medium they use to access it. Using multiple mediums could be an indication of high dependency. Heavy internet users with a corresponding high level of dependency on their connectivity are termed super viewers.

The super viewer depends very heavily on the digital medium for work, as well as play, and the absence of connectivity or a device would have a huge impact on their lifestyle. Our respondents went so far as to admit that they would feel “impaired” without access to the internet.

So Who Is The Super Viewer?

Not surprisingly, the super viewer is young and affluent. They invest in gadgets and devices that enable easy and any-time access to the digital world. The average age tends to be approximately 26, but around 36% super viewers also fall into the 21-25 age group.

The SEC A and B section of a 32 million metro population between the ages of 15 to 45 years log in to the Internet at least once a week*. With 12% or 7,60,000 consumers’ Internet usage patterns mapping to those of super viewers, service providers have a clear opportunity.


Super viewers do not limit themselves to merely entertainment; they’re comfortable with technology and know how to leverage it, taking to the Internet for many transactions. Our studies indicate that super viewers spend more than two hours a day accessing or downloading videos online. Not only do they spend more time online, they are ‘hooked’ on the content. The advent of smartphones have only made this easier for consumers.

Reaching The Super Viewer

This consumer group is relatively affluent, connected and young. They are familiar with and know how to leverage technology for their convenience. Companies can connect with this segment in two key ways:

ADVERTISING: This is a great avenue for FMCG retailers to support or position branded or customized video content, such as web episodes of a TV show. However, online advertising needs to be approached with care. While 36% of viewers said they would skip ads as they viewed them as irritants, 49% said they would watch advertising previously not seen.

Financial advertising could be a winner given that the super viewer is conducting most financial transactions online anyway. Going online could sway decision making in favour of the advertiser.

UNIQUE CONTENT: Super viewers have demonstrated a willingness to pay for their digital entertainment. There could be a market for the broadcaster creating exclusive ‘online content.’ Hindi tele-serials are also an area of opportunity. Going online offers a great way to connect with an audience currently not covered.

The biggest opportunity area, however, is English content. Television shows and serials currently not available in India have a potential target audience in the super viewer. Paid subscription could be a potential revenue generator.

With nearly 5 million new users taking their first step into the digital world every year, India’s internet users are expected to hit the 500 million mark by 2018, as per a report published by McKinsey & Co and Facebook. Today’s super viewer is not just a willing market for advertisers and broadcasters but also a good forecast of future consumer behaviour online. Leveraged correctly, the digital world is a new space waiting to be explored, and the super viewer is the compass with which to mark one’s direction.

Social media is, without question, the epitome of how digital has transformed the way we communicate. With broad reach and instant effect, social networks have grown to afford their users a tremendous amount of power. This can be seen in how social media users can influence, both positively and negatively, the public perception of a brand. In an attempt to shape the narrative, companies across all industries were quick to embrace social networking, with one glaring exception—businesses whose customers are other businesses.

Save for business-oriented social networks such as LinkedIn, many B2B companies hold the misconception that social media isn’t an appropriate or necessary space they need to occupy. But the truth is, the impact of social media reaches wide and deep for every organization, no matter of the customers. Social media provides its users instant and free access to some of the largest audiences in the world. As such, it’s a key instrument in any marketer’s toolkit.

Still not convinced that your organization should move beyond LinkedIn? Here are four more reasons why your B2B brand should embrace social.

1. Social media can boost your B2B brand awareness

Commercial real estate giant CBRE is a great example of a B2B company taking full advantage of Instagram as a photo-sharing site. Filled with images of commercial buildings and photographs of urban skylines, the CBRE Instagram account was slow to attract a following. But in the two years it’s been online, CBRE has managed to amass over 5,100 followers. With an average of 150 likes per posting, it’s a following that also shows regular engagement.

CBRE isn’t the only B2B business to leverage the social to build awareness. Global shipping giant Maersk Line also maintains a healthy Instagram following, using photos of container ships and transport vehicles to illustrate how the goods we purchase traverse the oceans before they reach our stores. Beyond Instagram, General Electric uses Pinterest—wrongly perceived as a network for sharing recipes and fashion—to highlight how their company’s innovations “move, power, build and cure the world.”

By bringing your B2B brand to the attention of your audience, you increase your B2B brand exposure and draw sustained attention to it in a unique and interesting way.

2. Social serves as an avenue to promote thought leadership

Social media gives you a public stage from which you can share knowledge with a broader public. For businesses, this represents an avenue to distribute an organization’s latest thoughts or ideas, important company updates and positive press.

For example, Cisco, the company known for its networking devices, is networking with hundreds of thousands on their Facebook, Twitter and LinkedIn accounts. Using hashtags such as #InsideInnovation and #InternetOfEverything, Cisco distributes thought leadership pieces, website content and videos to an audience that—through likes and follows—they know are receptive to their brand and the messages they promote.

With the exception of Facebook, the organic social reach of these promotions are only as limited as the number of people interested in your message, and how often they log into the network of their choice. And not to be minimized, we need to look at the potential to extend your reach through social sharing and paid promotion.

3. Social provides an opportunity for brand engagement

B2B marketers must remember that they’re not just targeting a faceless business entity with their communications. Rather, what they’re looking to do is to engage with people who are, in some way, attached to a business. These are human beings with emotions, looking for the partner who will make their jobs easier and will set them up for success. Companies that offer business services, such as logistics or software as a service, are well positioned to use social media for brand engagement in this manner.

One such example is Salesforce, whose Twitter account also doubles as a platform for customers and employees to engage with the brand. When an individual tweets using the @salesforce handle, it’s likely to receive a response from the marketers supporting the Salesforce corporate account. Positive or negative, there is an open dialog between the brand and its clients.

This type of two-way relationship represents the quintessential B2B brand engagement that social media offers to businesses.

4. Social may have an effect on your SEO

There is still some debate on this, but many search marketers believe that social signals—likes, retweets, follows or other audience interactions with your social posts—are a ranking factor in search engine optimization. Google representatives have denied that they use social signals as a ranking factor, but webmasters are quick to point out that data curated by social networks remains too rich to ignore. Social signals have the potential to illustrate the popularity and trustworthiness in a particular social media user or piece of content. Thus, it’s somewhat unbelievable that the world’s largest search engine has said they place no special value towards this data—and I myself remain a skeptic.

Every brand has, at one point, struggled when taking the leap into social media. It takes time and effort to build an audience, craft compelling content, and find a voice in a wider community made up of millions. But the B2B brands that I’ve mentioned as examples above prove that, done right, social media can make up a rewarding part of your marketing toolkit. If you’re still not convinced, or unsure where to start, I’d invite you to learn more about Tenet’s digital marketing capabilities and our thoughts on the connected customer. After all, your business isn’t just marketing to other businesses—you’re marketing to human beings like yourself, all hustling to connect with one another in an ever-changing digital landscape.


Written by John Kusovski Director, Digital Marketing at Tenet Partners

Source:Tenet Partners


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