Brands need to engage in real time with people's passions, their interests: Tim Andree
Tim Andree, Executive Chairman, Dentsu Aegis Network & Executive Vice President, Member of The Board, Dentsu Inc is all for creating solutions by combining technology with a focus on emotions and human relevance
Marketers have used long used technology, in some form or the other, to engage consumers. But, with the evolution of the internet, technology is now part of almost every media plan and is impacting the media industry in an unprecedented way. Throwing light on how technology is shaping the future of marketing, Tim Andree, Executive Chairman, Dentsu Aegis Network & Executive Vice President, Member of The Board, Dentsu Inc, said that convergence of technology across platforms has swept away geographical boundaries in a way that people and technology are today seamlessly blending together with unlimited access to information. Andree, who was addressing the stellar gathering of industry stalwarts from around the world at the 14th edition of the exchange4media Conclave, said, “All of consumer communications, entertainment, transactions are converging on one platform. Convergence will continue to be a major driving focus for the global advertising industry.”
With digital ad spends expected to triple due to better infrastructure, increased consumer confidence in on-line transaction and growth of mobile devices, particularly smart phones, Andree said what’s important to note is that consumers are now very comfortable in these channels and want their brands to also be present here. With nearly 40 per cent of consumers on social media following brands, this highlights the high level of engagement that is possible. He adds, “It is a virtuous circle between supply side innovation led by new technology-centric global media companies, and led by demand side adoption led by consumer behaviour. This has attracted huge investments from the supply side from Google, Apple, Facebook, Alibaba who have capital to invest in new technology.” Andree added that this investment is centred on consumers, who connect via connection points, which are now much closer to the point of transaction. Social media has ensured that brands are just a click away from consumers and technology has enabled real-time access to brands, content.
Engaging Content
A key aspect to keep in mind while engaging consumers is that content must be engaging, delivered in the right way and at the right time. Andree said, “Brands need to engage in real time with people’s passions and with their personal and cultural interests. Now, it is expected that we know what they need and when they want it. But, data and technology need to be used the right way.”
Need to embrace Innovation
Andree also spoke about how agencies need to be visionaries, embrace innovation and anticipate what is coming in the future to guide clients not just in marketing, but also in the future of their business. He said, “Communication and technology have always evolved together. The role of the agency has always been to help clients make connections to consumers to help drive their business.”
Story Telling the Heart of the Business
Reflecting on the origins of Dentsu, Andree said that foundations for the firm were laid on storytelling and technology, adding: “This has still not changed. We are still entrepreneurs who are excited about how technology is allowing us to tell really great stories. Story-telling is at the heart of our business.” He said that to be an effective marketer, you must move people, as engagement is not passive but active and emotional.
Era of Globalisation
The Digital explosion has accelerated globalisation and this has also impacted marketers in unprecedented ways. Globalisation has forced brands to evaluate markets and judge future growth and this comes with the challenge of introducing their brands to newer people. Andree said that for Dentsu, globalisation has been the driving force of how the organisation has been developed for the future and it has become necessary for organisations in the industry to change and evolve their business model. Elaborating on this, Andree said that Dentsu’s strategy has been to extend the model, which made the company successful in Japan, worldwide. He said, “We are re-inventing as an organisation and in many ways re-inventing the industry.”
Andree said that’s Dentsu Aegis Network is unique in the industry and the operating model has been designed for convergence. He adds that agencies within the network complement each other and are not competitive, enabling them to deliver integrated and specialist solutions at the same time. “The operating model allows a culture of collaboration among our people and it is truly differentiated from our competitors,” said Andree and adds that what sets Dentsu apart, is their approach to client centricity and said that the best way to serve shareholders is by serving clients, and this in turn will make shareholders happy. According to Andree when a company model promotes internal competition, this focus can take away the focus from the client competition.
Andree said that as Dentsu’s model is built on geographic market PNL, instead of business PNL, this promotes co-operation and collaboration and “puts the client at the centre where he should and has to be.” Another fundamental difference is the approach to scale. Andree said that scale with multiple competing agencies and offices are not very efficient and not really necessary in the digital age. The focus at Dentsu is on scalability by being flexible, adaptive and efficient. Instead of having multiple agencies working against each other in a pitch, he said it is better to have one focused group, “An assortment of competing and fragmented offering doesn’t translate to more value for clients or for the industry at large. Our strategy is to acquire agencies and talent and offer capabilities that complement each other. Our network will add value to our clients.” He added, “Our approach is to have specialist agencies that offers capabilities to clients on an integrated basis alongside other specialist. We are simply the complimentary portfolio of companies that are built around clients and changing consumer. That I believe is the advantage.” What binds the Dentsu Aegis Network together is efficient values and concept of focus on innovation.
Finally, Andree said that good innovation happens when you bring ideas together with technology and entrepreneurship. The key is to innovate technology with creativity to connect with people and move them. Andree said, “Technology can move people and create emotions. At Dentsu, we create solutions by combining technology with creativity with a focus on emotions and human relevance.”
Tim Andree, Executive Chairman, Dentsu Aegis Network & Executive Vice President, Member of The Board, Dentsu Inc was speaking on Marketing: The Future is Technology at the exchange4media Conclave 2014 in Mumbai. Noor Fathima Warsia, Group Editor, APAC Digital Market Asia, moderated the session.
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8 of 10 South cinema goers visit theatre at least once a month, twice national avg: GroupM
As per the GroupM South Cinema Audience Behaviour Report, Amazon Prime is the most-used entertainment app across regions
By e4m Staff | Sep 20, 2023 12:56 PM | 2 min read
GroupM has launched the South Cinema Audience Behaviour Report that sheds light on the movie-going habits of the South cinema audience and provides insights to advertisers and marketers.
According to the report, ‘watching a movie at a theatre’ has the highest monthly average frequency of all outdoor leisure activities among South cinema audience - with an average of 1.8 visits per month, translating to 22 visits annually. The report also reveals that 8 out of 10 South Cinema audience visit a theatre at least once a month, which is twice the national average.
Commenting on the report, Ajay Mehta, MD - Cinema and OOH, GroupM India said, "Our report is a game-changing tool for marketers and advertisers looking to engage with South Cinema audience. By shedding light on the unique preferences and behaviours of this audience, we can now tailor our campaigns to resonate with them on a deeper level. A noteworthy example is the exceptional success of 'Jailer,' starring Rajinikanth, which has become the top-grossing Tamil film in India. Impressively, 'Jailer' ranks as the second-fastest Tamil film to amass an astonishing ₹550 crore worldwide at the box office. The fact that a heavy cross-section of South Cinema audience is watching 32 movies in a year highlights the immense potential of this market. With the South Cinema Audience Behaviour Report, we are equipped with the insights needed to tap into this potential and drive real business results."
The report further highlights that 'heavy' South moviegoers visit the cinema on an average of 32 times annually, which is 20 visits more than the national average. Further, the heavy cross-section of South Cinema audience from Andhra Pradesh & Telangana and, Kerala watches 36 movies in a year.
The report also throws a light on language preferences among the South Cinema audience.
In Karnataka, Telugu is the second most preferred language among those preferring Kannada, while in Kerala, Tamil is the second most preferred language for those preferring Malayalam. The report also suggests that horror/thriller is the top genre for visiting a cinema in Andhra Pradesh & Telangana and, Kerala.
Andhra Pradesh and Telangana cine-goers prefer to watch a movie on the first day with a preference of 66% for any show on the first day. Apparently, all South cinema audience consider nearby theatres.
The South Cinema Audience Behaviour Report provides marketers and advertisers with valuable insights into the preferences and behaviours of Southern states regular cine-goers. The data and insights from this report will enable advertisers to create more effective marketing campaigns and better connect with the South Indian audience.
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Kerala Governor Arif Mohd Khan to be Chief Guest at e4m English Journalism 40 Under 40
The awards honour media professionals across the board - editors, reporters, anchors, marketing & digital media professionals, videographers, news producers and video editors
By e4m Staff | Sep 20, 2023 8:54 AM | 1 min read
Governor of Kerala Arif Mohammed Khan will be the Chief Guest at the 2nd edition of e4m English Journalism 40 Under 40, to be held in New Delhi.
exchange4media’s English Journalism 40 under 40 recognizes professionals in the domain, be it print, television, or digital. The list will include editors, reporters, anchors, journalists, marketing & digital media professionals, videographers, news producers and video editors.
The list will be out after a highly rigorous jury process at the end of which 40 individuals will be chosen for their outstanding and trendsetting work in their respective spheres.
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Sr journalist Manoj Mathur no more
Mathur was well known for his expertise on regional issues
By e4m Staff | Sep 19, 2023 2:00 PM | 1 min read
Manoj Mathur, Editor, Digital, at Zee Media Regional is no more.
Zee Media has expressed deep grief over the demise of Manoj Mathur and paid tribute to him.
Mathur was associated with 'Zee Media' for a long time as Editor of 'Zee' (Rajasthan). Later the management handed him the responsibility of Editor,Digital, at Zee Media Regional.
Mathur had over two decades of experience in media. Prior to Zee Media, he was associated with 'India News' for about a year and 'ETV' for over eight years.
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Disney holds talks with RIL over sale of India biz: Report
The US-based conglomerate is reportedly considering deals ranging from total sale of Disney Star business to partial transactions of assets such as sports rights and streaming service Disney+ Hotstar
By e4m Staff | Sep 19, 2023 9:01 AM | 1 min read
The Walt Disney Company reportedly held talks with the Mukesh Ambani-owned Reliance Industries (RIL) among other potential buyers about its India streaming and television business. Reports say that the US-based entertainment conglomerate has been considering deals ranging from total sale of Disney Star business to partial transactions of assets such as sports rights and streaming service Disney+ Hotstar.
Disney has been mulling options, including a complete sale to even considering a joint venture after its Indian streaming service lost its rights to the IPL tournament to Viacom18 Media.
Disney reportedly approached Reliance about buying a stake in the business. The talks have not culminated in any deal and Disney could hold on to the assets for longer, said reports.
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I.N.D.I.A alliance CMs may not advertise on some channels: Reports
This comes after the I.N.D.I.A. Media Committee decided not to send representatives to shows and events hosted by certain journalists/anchors
By e4m Staff | Sep 18, 2023 9:54 AM | 1 min read
The 11 Chief Ministers who are part of the I.N.D.I.A alliance are considering to stop advertising on some TV channels that they believe are pro-BJP.
As per a social media fan page dedicated to TMC MP Mahua Moitra, "The plan is to hit these propaganda channels financially."
The fan page says: "Let these channels run BJP’s agenda by inviting BJP’s spokesperson & also run their channel from the money earned from advertisements given by BJP ruled state."
This comes after the I.N.D.I.A. Media Committee decided not to send their representatives to shows and events hosted by certain journalists/anchors.
The News Broadcasters & Digital Association (NBDA) has expressed anguish and concern at the decision.
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TRAI gives more time to submit comments on OTT consultation paper
The authority said that the last date for submission of counter comments on the OTT consultation paper is now September 29
By e4m Staff | Sep 18, 2023 9:09 AM | 1 min read
The Telecom Regulatory Authority of India (TRAI) has extended the last date for receiving written comments on the issues raised in the Consultation Paper on 'Regulatory Mechanism for Over The Top (OTT) Communication Services, and Selective Banning of OTT Services to September 29, 2023.
TRAI said that keeping in view the request of an industry association for the extension of time for submission of counter comments, it has been decided to extend the last date for submission of counter comments.
On the request of stakeholders for an extension of time for submission of comments, the last date for submission of written comments and counter comments was initially extended up to August 18, then to September 1 and thereafter till September 15.
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RK Swamy Hansa Group's Srinivasan K Swamy elected as Chairman of ABC
Riyad Mathew, Chief Associate Editor & Director of Malayala Manorama representing Publisher Members on the Council was elected as the Deputy Chairman
By e4m Staff | Sep 15, 2023 1:24 PM | 2 min read
Srinivasan K. Swamy, Executive Chairman of R K Swamy Hansa Group has
been unanimously elected as the Chairman of Audit Bureau of Circulations (ABC)
for the year 2023-2024.
Swamy currently serves as Chairman of Asian Federation of Advertising
Associations, he was earlier President / Chairman of International Advertising
Association (IAA), IAA India Chapter, Confederation of Asian Advertising Agency
Associations, Advertising Agencies Association of India, Advertising Standards
Council of India, All India Management Association, Madras Chamber of Commerce
& Industry and Madras Management Association.
Swamy was also awarded the Lifetime Achievement Award by the Advertising
Agencies Association of India (AAAI).
Riyad Mathew, Chief Associate Editor & Director of Malayala Manorama
representing Publisher Members on the Council was unanimously elected as the
Deputy Chairman of the Bureau for the year 2023-2024.
Mohit Jain, Executive Director of Bennett, Coleman & Co. Ltd. representing
Publisher Members on the Council was unanimously elected as the Hon. Secretary
of the Bureau for the year 2023-2024.
Vikram Sakhuja, Partner & Group CEO Media & OOH of Madison
Communications Pvt. Ltd. representing Advertising Agencies Members on the
Council was unanimously re-elected as the Hon. Treasurer of the Bureau for the
year 2023-2024.
Members on the Bureau’s Council of Management for the year 2023-2024 are as
under:
Advertising Agencies Representatives
1. Srinivasan K Swamy, R K Swamy Ltd. – Chairman
2. Vikram Sakhuja, Madison Communications Pvt. Ltd. – Hon. Treasurer
3. Prasanth Kumar, Group M Media India Private Limited
4. Vaishali Verma, Initiative Media (India) Pvt. Ltd
Publishers Representatives
1. Riyad Mathew - Malayala Manorama Co. Ltd.. – Dy. Chairman
2. Pratap G. Pawar – Sakal Papers Pvt. Ltd.
3. Shailesh Gupta - Jagran Prakashan Ltd
4. Praveen Someshwar – HT Media Ltd.
5. Mohit Jain – Bennett, Coleman & Co. Ltd. - Hon. Secretary
6. Dhruba Mukherjee – ABP Pvt. Ltd.
7. Karan. Darda - Lokmat Media Pvt. Ltd
8. Girish Agarwal – DB Corp Limited
Advertiser Representatives
1. Karunesh Bajaj, ITC Ltd.
2. Aniruddha Haldar, TVS Motor Company Ltd.
3. Shashank Srivastava, Maruti Suzuki India Ltd.
Secretariat
Hormuzd Masani – Secretary General
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