India is one of the top four global markets for us: Nick Emery, Global CEO, Mindshare

In an interview with exchange4media, Emery talks about Mindshare’s 20 year long journey, the changing role of media agencies, digital transformation and a lot more.

Naziya Alvi Rahman 26-March-2018

He has managed to keep Mindshare--WPP’s first global media agency network-- on the top of the game since its inception in 1997. Nick Emery, Global CEO of Mindshare, who was on a short trip to India for the Mindshare APAC huddle, claims to share an ‘intuitive understanding’ with his India team. In an interview with exchange4media, Emery talks about Mindshare’s 20-year-long journey, the changing role of media agencies, digital transformation and a lot more. Excerpts:

In November 2017, Mindshare completed 20 years. Two decades is quite a landmark, making you one of the oldest firms in the media agency business. What has it meant for you?

It’s just a number. It is important to remind the company who we are. We are a company which is a start-up launched in Asia, still run by the people who started it and designed to service global clients, which is still true of the company. So all those things are still relevant but need to be adapted and enhanced. It’s good to remind people that start-ups can do things that other companies cannot. Companies that have a legacy of being in New York or London tend to be a little less creative in dynamics and lack in ambition. So I’m proud that we’re an Asian company and also proud that we’re a start-up and don’t want to change the company. What we want to do is adapt. Not necessarily that it is 20 years that is important. The excuse to celebrate- that is important.

Sir Martin Sorrell has time and again said he is ‘bullish on India’. Where do you place India as a market in the global scheme of things for Mindshare? Also, how has Mindshare India done as compared to other markets globally?

The way we have structured our business, there are top four global markets and India is one of them. India is also a very creative market. When I talk to PK (Prasanth Kumar) and the team here, there’s always an intuitive understanding and we’re always on the same wavelength in terms of how we are growing and developing business and strategies. It’s almost like we’re twins in terms of the same kind of group approaches and tools and systems. And I see a potential here in the digital market to grow. The way the digital market is growing, there is definitely potential in terms of digital penetration, infrastructure and also growth of digital spends.

There have been some key appointments and change of roles in the Mindshare India in the last few weeks. Anything in particular that has led to these changes? What are the outcomes that you are expecting now?

More of the same because India is an incredibly successful market and you have to constantly adapt, change, promote and recognise people to keep that momentum. So that’s what that does. Also, what I want is what India always does, which proves us globally in terms of examples of what the team always achieves. Every couple of weeks, there is an all-staff email based on some celebration of some Indian award, new business win or structure or change or new campaign. But there is something that I want from all markets, which is great ideas that make a difference to our clients’ businesses.

As Global CEO of a leading agency, what according to you are some of the biggest challenges towards fostering a healthy client-agency relationship in today’s times?

Trust…We have to be our client’s best business partner. You do that by making sure that you are constantly on their side, you’re fighting for them, looking for opportunities to grow their business. All of this stems from growth. They approving what you do as a measure for return on investment. You share their pain and are constantly looking for new ways and interesting ways to go to market. That involves the right people. The people that challenge your questions with the right tools and equipment to do them.

Sir Martin Sorrel termed Google, Facebook as frenemies. Have the frenemies become a larger threat in the last couple of years?

I don’t see them as a threat but there is an analogy on when we see the business 20 years ago. There were big TV barons which were squeezed in the life of our client’s budgets. And now we have big internet giants, who are looking into not only controlling some of the advertising money but also sometimes to destroy their businesses. So as of now we have both anarchy as well as opportunity. So, to conclude, I won’t say that they are a threat but an opportunity to reach out to people, as long as clients control their data, their ambition and know what they’re doing.

How are you seeing the role of consultancies such as Accenture or McKenzie shape in a market like India? Are they potential competition to your role as advisors and partners to clients in India too, as seen in other markets?

I think they’re potential competition to help clients who are struggling with digital marketing transformation because they can market themselves that way. I think what is interesting is that because we live and breathe the media business, we can help them to implement things. We can help them to understand how the media market works. Media market is different and there is a certain limit to their understanding.

Do you agree that the media agency business never truly evolved its business model and is still relying on scale and volume and offering better rates as strengths? If yes, why do you think this has not changed and will it in the future? If no, what are your reasons to disagree? Why are agencies of scale still considered among the strongest?

No, I don’t. The core of the business still is scale and it is still relevant especially in India where we look at TV as 45% share and digital as 20% share. So it is still a core part of our business and the idea to take up a message and disseminate to the right audience is absolutely important.
Scale has a different role to play when it comes to digital arena where it is much more about how you secure the best inventory and make sure that they have the best ability at fore to represent to your clients. But if you look at the agency make-up now, pretty half the revenue is coming from sources outside of the use of that scale. So if you’re looking at analytics, content-creation, insights, research, retail, e-commerce… all these kind of areas, it’s not just about scale.
The make-up of Mindshare now is very different from what it was. When Mindshare started, you had three jobs. You could be a planner, a buyer or a researcher. Now you can write codes, create programs, do global content deals, now you can work with shopper and e-commerce. You can do IP, work with influencer marketers, create your own blog/media. It is pretty limitless and is very different from how it used to be.

There has been an ongoing debate on the role of agencies – creative or media – if they are still seen as partners by marketers or as suppliers. In your experience, how has this equation evolved over the years?

What has strategically changed is content optimisation. Twenty years ago you might be managing a 60-second spot across two months. Now you can manage 50,000 ads in the course of a week potentially. So that inevitably involves a different relationship and a change of that relationship. So it might be a closer union increasingly for clients.

In its very first edition in India, Huddle has come up with a theme around ‘disruption’. Being the CEO of the world’s leading media agency, what do you think are three major disruptions that the media industry is grappling with?

I’ll bucket this into three areas. There’s brand and demand that have their expertise put together in the brand area and also they demand addressable outcome to the world. How they work globally and locally…That is a response to a world where we have giants like Amazon, Facebook, Google and all the rest. Also how we work across those will be tailored by the clients. It’s about the usual things we hear about- big Internet/tech players. Amazon, especially from most clients is the big disruptor.

There is a lot of discussion here around ‘asymmetry being a force for social change and need for ‘asymmetrical leadership and workplace’. How much do you agree with these statements? Please elaborate.

Asymmetry is being part of what media agencies do. But it is about negotiation. It’s about what is your competitive advantage when you are negotiating. It’s about what do, you know that you are to pay versus what vendors sell for. It goes back in terms of the old tradition of media agencies in terms of TV trading. Now the exchange and asymmetry is different because it is a value exchange that we’re having. It is a different creation of what that is. How you create competitive advantage for your client is essential. So it is a route of our business. It is about how we understand what clients need and translate those into the best of marketing exposure.

As the editorial head for the website, Naziya covers media, advertising and marketing domains. Prior to joining the digital domain, she worked for 12 years with leading newspapers covering political, legal and crime beats.

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Vistara’s new Fly Higher campaign inspires flyers to not settle for less than the best

Fly Higher’ is an extension of Vistara’s tagline ‘Fly the new Feeling’. Vistara offers travellers a flying experience like no other, thereby taking flying to the next level

exchange4media Staff 1 day ago

FlyHigher

Aiming to inspire air travelers to not settle for second best, Vistara has announced its new high-decibel multimedia brand campaign dubbed ‘Fly Higher’. The Fly Higher campaign builds on Vistara’s brand promise, which is to make people look forward to flying again, and to expect the same level of class, quality, and attention to detail in the air as they expect in their other career, lifestyle, and travel choices.

Conceptualized by Vistara’s creative agency FCB India, the creative concept of the brand campaign is based on wide-ranging customer insights suggesting that discerning customers today are not willing to settle for less than the best. Successful Indians of all ages today live a life of a certain standard – they choose offbeat and challenging careers, create their own success stories, dine at fine restaurants, wear the best brands, pick uncommon holiday destinations, stay in the most stylish hotels, and expect the best quality and service in everything they select, but when it comes to flying, there is generally a compromise to select basis simply the fare, in the absence of compelling reasons to select basis additional attributes. Vistara challenges this by giving flyers a reason to select their airline too with the same discerning eye to quality and customer experience: Why settle for second best when you can fly the best?

Fly Higher’ is an extension of Vistara’s tagline ‘Fly the new feeling’. Vistara offers travellers a flying experience like no other, thereby taking flying to the next level.

As stated in the text that accompanies the inaugural campaign ad: “Smart was never for you. You went for smarter. Your rides became faster. Your tastes became finer. Your holidays turned grander. But when it comes to flying, why settle for the same old standard? Come aboard Vistara, where we have taken flying to the next level. Where the seats are plusher, the music nicer, the food tastier, the coffee smoother, the welcome warmer, and the entire experience classier.”

The new integrated campaign is scheduled to go on-air on 14th December 2018 and will run for approximately 75 days from the launch. The campaign will be deployed across multiple platforms including digital, TV, cinema print and outdoor, aiming to target the diverse range of travelers.

Commenting on the new brand campaign, Sanjiv Kapoor, Chief Strategy & Commercial Officer, Vistara said, “At Vistara, we deliver a flying experience like no other airline in India. Our frequent flyers know this and tell us we have really made flying something they can look forward to again. We want to bring this message to a larger audience through this new campaign. You have a choice of airlines when it comes to flying – why not choose the one that aims higher, treats you better, and continues to find new ways to delight customers? Good enough is not good enough for the corporate high flyers and successful millennials of today, why not choose an airline that thinks like you do, that understands you and respects your needs? Why not Fly Higher?”

Campaign films:

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Dentsu Impact launches brand campaign for Next-Gen Maruti Suzuki Ertiga

Maruti Suzuki Arena’s brand ambassador, Varun Dhawan has been roped in to launch the Next Gen Ertiga 2018

exchange4media Staff 1 day ago

VarunNexGenErtiga

Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out a new integrated brand campaign for the next generation Maruti Suzuki Ertiga. Positioning the Next-Gen Ertiga as a ‘Stylish New MPV’, the campaign ‘Move together in Style’ demonstrates how seamlessly the new Ertiga fits into one’s lifestyle. Maruti Suzuki Arena’s brand ambassador, Varun Dhawan has been roped in to launch the Next Gen Ertiga 2018. Evident in the new campaign, the new Ertiga is an MPV (Multi-purpose Vehicle) that is designed to suit multiple lifestyle across a variety of customers, while ensuring enhanced comfort and power for all.

As their long-standing partners, Dentsu Impact has been involved in conceptualizing and creating this integrated campaign for Next Gen Ertiga. The campaign is tailored to fit the consumer journey on offline and digital platforms through numerous assets and smarter use of celebrity for the “digitally savvy audience”. Beyond building awareness, the campaign intends to position the Next Gen Ertiga as the most stylish MPV.

Speaking on the campaign, Amit Wadhwa, President, Dentsu Impact said, “The customer today wants style and substance bundled together. With the new Ertiga delivering style and performance, the messaging we crafted was straight and to the point. The team had great time in conceptualizing and executing the language which will certainly resonate well with the TG”.

Anupama Ramaswamy, National Creative Director, Dentsu Impact added, “The Next Gen Ertiga is a great example of how a world of style, comfort, and performance brings people together. And this idea is a celebration of the same philosophy. Needless to say, this campaign saw the team truly working together in style.”

Campaign film

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Britannia launches Crème Wafers; partners with Grey Advertising to create 2 commercials

The new product comes at the back of Britannia’s announcement to become a total foods company

exchange4media Staff 3 days ago

Britannia

Britannia Industries Limited on Thursday announced its entry into a new category with the launch of Treat Crème Wafers.

The product, which is a part of Britannia’s Treat portfolio, promises to deliver “fun- in- the- middle” of the mundane, and is available in popular flavours such as chocolate, strawberry, vanilla and orange. The products will be available in Karnataka, Tamil Nadu and Andhra Pradesh.

The new product launch comes at the back of Britannia’s announcement to become a Total Foods Company as it marks its 100 years milestone.

Speaking on the launch, Jayant Kapre, Business Head, Adjacencies and New Business, said, “Britannia is diversifying into more categories in macro- snacking, and with the introduction of ‘Crème Wafer’, we offer a quick on- the- go snack. We aim to be market leaders in a short span of time”

To announce the launch, Britannia partnered with Grey Advertising to create two commercials.

Speaking about the film, Gautam Bhasin, Group Creative Director, Grey Bangalore said, "The idea for the films came from the insight that children are great at spinning yarns. Their imagination is akin to the product attribute of wafers, one layer on another. So, in the film we let the kids create layers of fun, drawing a parallel to the structure of the wafer."

Campaign Credits:

Creative Agency: Grey Advertising

Chairman: Yashaswini Samat

Chief Creative Officer: Sandipan Bhattacharyya

Production house: QED Films

Director: Abhijit Chaudhuri (Dadu)

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L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group

The mandate would be managed out of the agency’s New Delhi office

exchange4media Staff 3 days ago

L&k saatchi & Saatchi

Stainless steel conglomerate, Jindal Stainless Ltd. has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch, which was won by the Publicis Groupe-owned agency.

 

The mandate would be managed out of the agency’s New Delhi office and would span the gamut of offline and online mediums including television, print, outdoor, radio and digital.

 

Abhyuday Jindal, Managing Director, Jindal Stainless Ltd., said, “Our aim is to bring JSL close to the consumer’s heart, as a brand. We want the consumers to be aware of the versatility of the metal, the role it can play in their lives and that it is not just limited to industrial usage. This provides us with the task of reinventing the way we communicate about the brand and to do that, I whole-heartedly welcome Law & Kenneth Saatchi & Saatchi as our strategy and communication partner in creating this new approach.”

 

Commenting on the appointment, Ajey Shiledar - CMO, Jindal Stainless Ltd., said, "We are delighted to appoint L&K Saatchi & Saatchi as our creative agency. The team took pains and initiative to understand our business, as it straddles between B2B & B2C space; and will be working closely with us to develop an impactful communication strategy for India. We are confident that the strategy will enable us to build relevance in consumer’s life for Stainless Steel as a category, expand its usage and create preference for the brand Jindal Stainless in B2C as well as B2B space."

 

Anil Nair – CEO & Managing Partner, L&K Saatchi & Saatchi, added: “The ambition of redefining a category is challenging and exciting. And we’re looking forward to doing the work that is going to do deliver that.”

 

Jindal Stainless is aiming at a 9 per cent growth in volumes in the current fiscal driven by rising demand for stainless steel in the automobile, railway, transport, architecture and consumer durables industries. The group sold about 1.5 million tonnes of stainless steel in FY18 (2017-18).

 

Jindal Stainless ranks amongst the top 10 stainless steel conglomerates in the world.

 

 

 

 

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Fastrack launches new campaign film for Fastrack Reflex Wav

Fastrack's Reflex Wav brings alive the latest technology of using gestures to control music, click pictures and reject calls

exchange4media Staff 4 days ago

FastrackReflexWav

Fastrack’s latest introduction to the smart category is the new feature-packed Reflex Wav. It’s the world’s slimmest smart band with gesture controls.

The need of hour for the youth is to be constantly in control in their lives. This band uses a simple gesture of twisting your wrist to bring alive the thought of – Its all in your hand. The film uses horror, the flavour of the season to bring out a very cutting-edge technology in light and Fastrack manner. Fastrack's Reflex Wav brings alive the latest technology of using gestures to control music, click pictures and reject calls.

The film is set in an eerie campsite by the lake. The key protagonist, the girl, uses an Ouija board to call a spirit. The group of friends around are very skeptical initially on the presence of a spirit around. She seamlessly uses the gesture of twisting her wrist to change the music on her phone placed on a dock. The constant switching of songs adds to the eeriness of the surrounding. It makes the group of friends, especially the male protagonist believe the presence of something supernatural around and he instantly reaches for the girl for comfort. She smartly uses the gesture feature of Reflex Wav to prank her friends and is very successful at the end of it.

The commercial cleverly brings out the gesture control feature of the new Fastrack Reflex Wav in a funny and light manner.

Speaking about the campaign, Suparna Mitra, Chief Marketing Officer, Titan Watches & Accessories, Titan Company Limited said, “Fastrack has consistently endeavored to meet the ever-changing needs of the youth with offerings that aim to fulfill their growing aspirations. All across the globe, youth today want to enrich their lives with meaningful experiences, be it their choice of music, taking selfies or owning the latest tech gadgets. Reflex Wav gives them a first in the world experience with a gesture control technology. This feature helps one change music and take pictures with a simple twist of the wrist. The ad introduces this product feature in a very relatable and youthful camping set-up."

Commenting on the new product, Ayushman Chiranewala, Marketing Head, Fastrack, Titan Company Limited said, “The youth today rely on technology for even the smallest tasks. We constantly look at upgrading our smart bands to simplify lives. Today, being able to track your sleep, activity tracking, etc, have become must-haves in all smart bands. Hence, our latest offering needed a differentiator that adds value to their lives. The Reflex Wav, uses cutting edge technology to control music, camera etc with a simple gesture of twisting the wrist. The film brings this feature alive in a very light, humorous and Fastrack manner.

Arun Iyer, Chairman and Chief Creative Officer, Mullen Lowe Lintas Group, said, “The truth is, today’s youth likes to take control of the situation. This feature lends wonderfully to that behavior trait. You can control most aspects of your life with this band. There’s also a certain magic quality to this feature. We decided to portray that through the genre of horror-comedy, which happens to be the flavor of this year.”

While Hari Krishnan, President, Mullen Lowe Lintas, added, "Reflex Wav is a first of its kind product from Fastrack. The challenge was to bring alive the technology in a Fastrack way. For today’s youth, a mere swipe of the finger can lead to interesting outcomes. In its own inimitable way, Fastrack tells the youth that a mere twist of the wrist can lead to exciting twists in life."

Campaign film:

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Himalaya Lip Care’s ‘Ek Nayi Muskaan’ campaign raises awareness for kids with clefts

The film has been created by creative agency Roadrunner Productions

exchange4media Staff 4 days ago

Himalaya

Himalaya Drug Company has launched a new campaign – ‘Ek Nayi Muskaan’ as part of its social impact initiative, ‘Muskaan. Through Muskaan, Himalaya Lip Care has been helping to raise awareness about cleft lip and palate and supporting free cleft treatment for underprivileged children, in partnership with international cleft charity, Smile Train.

“Ek Nayi Muskaan” is a heartwarming story of eight-year-old Munmun, who lives in a small village near Lucknow. She dreams of going to school, playing with friends, and living a fulfilling life like any other child. However, her untreated cleft lip has kept her in hiding. Even in her dreams, she can’t think of herself without a cleft and hence imagines wearing a mask to fulfill her aspirations. The film captures the transformational journey of Munmun, as she receives her life-changing cleft surgery.

The film has been created by creative agency- Roadrunner Productions. The catchy song has been sung by renowned actor and singer – Raghuvir Yadav.

Rajesh Krishnamurthy, Business Director-Consumer Products Division, The Himalaya Drug Company, said, “Through our partnership with Smile Train, Muskaan aims to help raise awareness about cleft and ensure that more children receive the cleft care they need at a younger age. A smile is an expression of happiness, and with “Ek Nayi Muskaan”, we intend to create more smiles by helping children achieve their dreams and live a fulfilling life. This initiative reflects our overall brand thought - “Khush Raho Khushaal Raho” that captures our vision of ‘Wellness in every home, Happiness in every heart’.”

Highlighting the need to generate awareness around cleft, Mamta Carroll, Vice President and Regional Director, Asia, Smile Train, said, “In India, more than 35,000 babies are born with a cleft every year, and around 6,000 are from Uttar Pradesh alone. Children with clefts not only live in isolation due to various myths and superstitions that exist in our country, but more importantly face difficulty in eating, breathing, and speaking. With support from our individual donors and organizations like The Himalaya Drug Company, these surgeries are taking place absolutely free of cost at Smile Train’s local partner hospitals. We are proud to be partnering with Himalaya as a part of this noble initiative and look forward to supporting many smiles together.”

Rahul Bharti, Creative Director, Roadrunner Productions, said, “This is the second Muskaan campaign for us and this time we wanted to take a different route all together. We wanted the audience to not just be sensitised towards the hurdle the young girl faces but to also become aware of the fact that a small step by the brand can have such a colossal impact on her life. To realise that neither dreams and aspirations nor the desire to look and feel beautiful ever be concealed.”

The film was launched at an event with actor and Smile Train ambassador Ali Fazal.

He said, “Children are pivotal to our future, and there should be nothing that deprives them of true happiness. ‘Muskaan’, the initiative of bringing forever smiles to children with clefts is an important and necessary cause that ensures a bright future for the children as well as their families. I am extremely happy and lucky to be a part of this journey of spreading happiness and smiles.”

Through the Muskaan initiative, more than 500 children have received cleft surgery to-date, the company said.

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Nykaa and Peanut Butter partner to launch new ‘Beauty Anytime, Anywhere’ campaign

The campaign includes six slice-of-life films that tap into the nuanced consumer behaviour and focus on product category attributes and impulse purchase pattern of consumers

exchange4media Staff 4 days ago

BeautyAnytimeAnywhere

Nykaa and Peanut Butter have teamed up to kick-off ‘Beauty Anytime, Anywhere’ campaign with a series of digital ad films.

All six films have a relatable storyline, and feature situations that many of us encounter in our daily lives. The films convey their message with a sincere tone and simple storytelling; and with clean visuals and real characters, they give the viewers a sense of déjà vu. The idea was to use real-life situations to make the films very relevant and relatable.

Speaking about the campaign, Hitesh Malhotra, Chief Marketing Officer, Nykaa, “Today consumers prefer quick, bite-sized information and clever video content that packs in original flavour. Because consumers are continuously bombarded with irrelevant, nonsensical content 24x7, there's a lack of patience. We have managed to cut the clutter with our campaign and are extremely happy with how the films have turned out.”

Adding to this, Gulrayz Punjabi, Creative Head & Founder - Peanut Butter says, “We loved the idea of conceptualizing and creating these fun films to capture consumer quirks when it comes to making beauty buys. Nykaa's brief about the films was crisp and clear right from the beginning. When we first presented the film concepts, Hitesh was on-board immediately and contributed at every step in the creative process. Since these are byte-sized commercials, we wanted to keep the communication simple and straightforward. Peanut Butter managed to deliver quality films in a cost-effective manner.”

Ketki Lonare, Director of the films said, “We had a wonderful time working on these films. What got me hooked on to the project was that the communication was personal, frank and to-the-point. The films have a candid quality to themselves and have managed to effectively convey the message. We must add that Aayush Dua, EP for Peanut Butter was great in the production and we at Peanut Butter are grateful for the opportunity given to us by Team Nykaa.”

See the campaign films below:

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Thrive Global launches editorial campaign Believe

The launch was kickstarted by a conversation between Thrive's Founder and CEO Arianna Huffington and actor Sonam K Ahuja

exchange4media Staff 4 days ago

Thrive

Thrive Global India, the behaviour change media and technology company, launched its editorial campaign 'Believe', which will tell extraordinary stories of finding and nurturing belief in situations that at the outset appear bleak. This was kickstarted by an honest conversation between Thrive's Founder and CEO Arianna Huffington and actor Sonam K Ahuja.

 At JW Marriott in Mumbai, the evening began with an insightful panel discussion where bestselling author Amish and award-winning filmmaker Ashwiny Iyer Tiwari discussed the role of ancient wisdom in their lives and the importance of inner voice and self-confidence in battling life's challenges. Amish warned against the problem of multitasking and doing anything in excess. “We can't juggle all the balls. We have to prioritise what's important in life,” he said. Ashwini Iyer Tiwari spoke about the various roles women perform in their lives, the ensuing guilt, and the importance of taking time off for themselves.

 After the discussion, Arianna Huffington and Sonam K Ahuja transfixed the audience with a riveting discussion about rejection, staying authentic and centred. Sonam K Ahuja said, “As an artist, there is always a fear of judgement. Everything you put out there has to be validated and the only way to navigate it is by having an incredible amount of self-belief.”

 ‘Believe’ is a pressing and heartfelt initiative by Thrive Global India in a polarised world that is in need of “belief”. The campaign is focussed on embracing resilience, self-belief, drawing inner strength to fight challenges, and allowing hope to preside over the negativity in the world.

One such story of belief is of Niranjan Mukundan, India's leading para-swimmer, who was born with Spina bifida, but the disability was no barrier for the athlete who would wade tough waters to become a Junior World Champion. Multiple such stories of self-belief and resilience will be featured on the Thrive Global India's media platform in a dedicated section on www.thriveglobal.in.

On the launch of the campaign, Arianna Huffington said, “I am extremely delighted to announce the launch of the Believe Series. The campaign aims towards encouraging reflection and contemplation. The stories of self-belief and hope are exceptionally moving. These stories imbibe the message of always believing in yourself and with that you can said conquer the unknown.”

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Why the sudden rise in CCOs quitting and switching jobs?

With digital coming in, creativity has become far more complicated than it used to be

Misbaah Mansuri 5 days ago

cco vacancy

The last two weeks have witnessed a number of Chief Creative Officer (CCO) movements. Ajay Gahlaut recently quit as chief creative officer of Ogilvy North and deputy chief creative officer, Ogilvy India. Gahlaut is expected to join Publicis, replacing Bobby Pawar who is slated to join as Chairman of Havas Group, India in January.  Ashish Chakravarty quit Contract India to join McCann India as creative head while Sagar Mahabalaleshwarkar has taken on Chakravarty’s place at Contract.

The question here is, what has changed all of a sudden to lead to such a large-scale churn? As per the owner of a manpower search agency specializing in ad and media hiring, “It is a result of ad firms trying to reinvent themselves to keep pace with the rise of digital, which have upended the marketing business.”

With digital coming in, creativity has become far more complicated than it used to be. Agencies, regardless of their respective sizes, need to keep reviewing how they are coping (or not) with the digital wave. Hence, overhauling existing creative teams is one of the priorities, points out a former CCO turned independent ad-man. “Digital has, of course, changed a lot. Agencies are now creating hundreds, if not thousands pieces of creative, a month. This rise of social media and platforms in general has meant that creativity is more targeted than ever. So most large agencies are constantly re-evaluating the positions and talent pool.”

Dr. Sandeep Goyal, former President of Rediffusion and ex Chairman of Dentsu India remarks that there is paucity of talent at that level. "Most creative directors of certain seniority and stature set up creative shops of their own in recent years leaving fewer and fewer talent available for employment by agencies. " Goyal opines that the bigger problem is that these creative satraps also invariably carry some creative followers into their new agencies. So a lot of attrition and turmoil all around. "Network pressure today is simply how many global awards you pocket, how much new biz you win. Earlier it was not easy to quantity and compare. Now it is. Laggards are always under pressure. Quitting ‘for better prospects’ is the easy way out," he explains.

The job-list of a CCO entails supervising the creative team, directing their output, developing design concepts that further the company’s identity to anticipating the future direction of the industry using research and insight and bringing the company in fore of that trajectory.

Industry sources share that one of the biggest shifts has been the network-pressures, which can also be attributed to the high churn rate. “Agencies today are angling to ingrain themselves deeper within client’s businesses, to centralize themselves closer to the bottom line. The revenue streams are being attacked on various fronts which does lead to cost-cutting. One being given the polite exit signal under a cost-cutting mission is the ‘new’ normal in the business,” shared an ad-agency co-founder on condition of anonymity. 

Another source argues that in case anything goes wrong, a CCO is one of the most visible heads. Besides, a CCO who merely handles ad campaigns and branding consistency is a missed opportunity. “CCOs today end up being easier scapegoats if the business isn't doing too well. Infact, this person needs a seat at the table when executive business plans are being created and the leverage to present big interruptions and lead the team through strategic brainstorming too. This remains one reason they're likely to want to quit or switch their work culture," said the source.

Misbaah reports on advertising industry. Based in Mumbai, she interviews industry leaders in the creative, advertising and marketing space, reports news updates in the ad space. She drives the ‘Chillout’ section, and regularly reviews ad campaigns. In the past she has reported on mainline news, travel and lifestyle.

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Taco Bell introduces new Chickstar Wrap in #ItsTheNew campaign

The campaign was conceptualized by Taco Bell’s agency on record Ogilvy Delhi.

exchange4media Staff 6 days ago

TacoBellChickStarWrap

The #foodie millennial generation in India has been flocking to Taco Bell stores in India all year to relish new twists to their favourite food, such as the Naked Chicken Taco and the Crispy Potaco. For its third product launch in India, Taco Bell went bigger and bolder; and leveled up the customer’s food experience from the standardized fast food burgers, sandwiches and wraps.

Taco Bell announced the launch of its latest product innovation ‘Chickstar Wrap’, a unique form of star-shaped tortilla, filled with crispy chicken, delicious veggies and signature sauces from the house of Taco Bell. This new product innovation has already proved to be a hit with anyone who enjoys a good burger or sandwich.

The Chickstar Wrap is unique right from its shape to the taste to the ingredients, that it deserved a launch campaign that was unlike any other food type. The brand has joined their consumer base in facing the unshakeable personal small-talk question of “Aur bata, what’s new?”.

The campaign was conceptualized by Taco Bell’s agency on record Ogilvy Delhi.

Speaking on the campaign, Sidharth Shukla, Vice President & Head of Digital, Ogilvy Delhi said, "Our insight was based on the fact that for our target audience trying out experiences is essential. It comes out of a ‘want’ to discover new things and equally from a realization that there is nevertheless a certain rut which has seeped into day-to-day life.  An embodiment of these feelings, we felt, was reflected in the numerous “What’s up?” or “Aur Bata” questions that we receive as we go about our day – The Chickstar Wrap here is the symbolic answer, counter and come back to this question – putting a new spin from both a format and a taste perspective to a food item which has largely remained unchanged since we have known it.  The film remains true to the Taco Bell style that we are now so familiar with – slices of life, witty, young, all of which add to making it very relatable to the audience we wish to engage with".

Campaign video:

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