Rediffusion Unveiles Konjo, a Specialist Agency for New Age Startups
Rediffusion has announced the opening of Konjo, a specialized agency that will help Indian businesses looking to advance to the next level and new age startups with brand support and strategic insights. The agency will be headed by group director Carol Goyal and have its headquarters in Delhi, Bengaluru, and Mumbai. Following the completion of his current overseas assignment, a full-time chief executive officer has been appointed, with an October start date.
Rediffusion’s five decade long legacy
Many well-known brands, including Maruti Suzuki, Airtel, Tata Sky, Colors TV, Lakme, Garden Varelli, Kaya Clinics, SBI Yono, Kingfisher Arilines, and many more, have their roots in Rediffusion, which has been around for 51 years. Rediffusion even spearheaded the first Indian launches of Pepsi, Canon, Casio, KFC, and Revlon, among other brands.
Konjo will develop a compensation plan that will allow it to share in the equity value of the brands that it represents. It will also look into potential direct equity investments in a few of its client brands.
Read More: Social Panga bags the digital creative & communication mandates for Balaji Wafers
Here’s what they said
Rediffusion Chairman, Dr. Sandeep Goyal said
“Rediffusion was set up in 1973 by Diwan Arun Nanda, Ajit Balakrishnan and Mohd Khan as an Indian agency that would work with the growing tribe of local entrepreneurs and visionaries. That tradition has continued over the past five decades at the agency and we are proud to have been the birthplace of some of India’s most famous brands. Konjo will be a small but smart integrated communications agency that will work with startups in different stages of their brand journey.
Carol Goyal added,
“We have borrowed the name of this agency from our Chairman, Dr. Goyal’s book by the same name published in 2014 by Haper Collins. Konjo was then the story of Dr. Goyal’s own entrepreneurial venture, Dentsu, which he launched, nurtured, and grew over nearly a decade. We are going to bring the same value systems, work culture, and strategic goodness to the clients of Konjo. We have already signed up two clients and another two should sign up by next month when we will formally announce them.”
Read More: McCann Worldgroup Secures Ferraro’s Kinder and Tic Tac’s Creative Mandate
Farah Golant Joins Seedtag Board of Directors
Farah Golant joins the Seedtag board with over three decades of experience in executive roles, including serving as the CEO of All3Media and 22 years at AMV BBDO, where she rose from entry-level to become chief executive and executive chairman. She has a track record of unlocking value through profitable growth, innovation, and dynamic creative cultures.
Across global footprints from San Francisco to Tokyo, Dubai, and London, Golant has harnessed the power and purpose of talented people to achieve their best work. She is currently based in London.
Golant said.
“Seedtag is a company with unique potential for scale and significance to positively disrupt the industry,”
Further added,
“There is an intelligence here which combines with intuition and ambition to make a winning formula. Backed by private equity firm Advent and with the momentum of meteoric organic growth in all markets combined with smart M&A to complement the suite of offerings, Seedtag is well placed to win in a future facing industry. I love the agenda for growth in an AI powered world that finds expression commercially, ethically and culturally.”
Golant’s expertise spans business transformation, brand strategy, design, and digital innovation. Her lifetime work has been scaling businesses and developing new models for talent and innovation to bring about better economic and social outcomes. Central to that has been working in leadership, executive and advisory capacities across private, public, and non-profit settings.
Albert Nieto, co-founder and co-CEO at Seedtag said,
“We are delighted to welcome Farah to our board of directors,”
Further added,
“Her extensive experience and visionary leadership in the media and advertising sectors make her a perfect fit, and we welcome her insight and expertise as we grow the Seedtag business globally.”
Farah’s appointment underscores Seedtag’s commitment to strengthening its leadership team with industry experts who share the company’s vision for the future of advertising. Her role on the board will be instrumental in guiding Seedtag through its next phase of growth and innovation in an evolving digital advertising industry.
PRCA MENA Announces Imad Lahad as Vice Chair of the Board
Dubai, UAE – The Public Relations and Communications Association Middle East and North Africa (PRCA MENA) is pleased to announce the appointment of Imad Lahad, Managing Director at APCO Worldwide, as the new Vice Chair of its Board.
Imad Lahad, who has been with APCO Worldwide since 2013, leads the Dubai office and heads the AI Comms Lab. He is known for his innovative approach to digital strategy and AI communications and has played a crucial role in developing APCO’s global Digital Practice. Lahad is recognized for his ability to harness emerging technologies to enhance brand strategies and protect client reputations. He has been a dedicated member of the PRCA MENA board for two years and will additionally lead the AI in PR Committee for PRCA MENA.
Commenting on his appointment, Imad Lahad said, “I’m thrilled to be joining the PRCA MENA Board, at such an exciting and challenging time for our industry. The rapid onset and adoption of artificial intelligence and adaptive technologies is changing the communications landscape at lightning speed. With the dawn of the Intelligence Revolution, and the proliferation of technologies at our fingertips enabling anyone to write, post and send anything to anyone in the world, the need for clear and responsible communication has never been more important. In this context, I’m looking forward to collaborating with like-minded professionals on the Board to foster innovation and set new standards for the region’s communications industry.”
James Hewes, CEO of PRCA, said: “Imad’s expertise and leadership in the communications field are well-recognized globally. His role as Vice Chair will significantly strengthen our efforts to advance PR and embrace technological advancements in the region.”
Ahmad Itani, Chairman of the PRCA MENA Board and CEO of Cicero & Bernay Communications Consultancy, added: “Imad’s innovative approach and vast experience in digital communications make him an invaluable addition to the board. His vision will help propel PRCA MENA to new heights.”
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Google Shelves its Plans to Remove Third-Party Cookies | Experts Speak
After years of investing in the plan to deprecate its third-party cookies from Google’s Chrome browser, Google has now abandoned its turbulent efforts. The decision comes after multiple delays, setbacks, and pushbacks from industry regulators and stakeholders since 2020. Although the decision comes as a blessing in disguise for advertisers, the decision indicates how dependent businesses are on advertising income. As such, the concern surrounding user privacy, ad targeting and tracking tools still looms.
Google however, has come up with a solution to replace it with a new experience that will allow users to make informed decisions about their web browsing habits. Google has been preparing for the prospect of a cookie-less future, a large number of advertisers have been ill-prepared to accept the substantial adjustment, even after several delays and pushback on its deadlines. However, now this decision seems to have put the idea of a cookie-less future on an indefinite hiatus.
Google had been on the path to jump the bandwagon, since competitors Mozilla Firefox and Apple’s Safari browsers had already banned third-party cookies. But, considering Google’s dominant position in the digital advertising market, this process has not been an easy feat for the tech giant. Adtech Today reach out to a industry experts, to understand their views on Google’s sudden decision to shelve the third-party cookie deprecation. While some did not find the decision to be very shocking, they were quick to accept it and implement ahead with the same.
Resonating with this thought, Chris Higgins, Vice President & Head of Growth Marketing, Clevertap said,
“While the announcement is being called ‘shocking’, it’s not that much of a surprise. Google has already delayed the phase out 3 times since 2020. Despite the time that has gone by, there is no finalised replacement, and Google is facing anti-trust concens in the UK over the move. At this stage, it makes sense to stop postponing the dates and drop it for now. Google can always circle back in the future to try again, without the pressure of sliding deadlines.”
Yogin Vora, Digital Consultant, readily accepted Google’s decision to not go ahead with its plans of removing the cookies. He said,
“It’s a good move by Google, as large ecosystem of advertisers and other partners are depending on this cookies. They had to change entire ecosystem of digital for advertisers, publishers & regulatory bodies, which was a tedious task. The next change will be given in hands of consumers/users to opt in for their choice of needs & wants across web browsing. Consumer will be king again!
In last 4 years it was good awareness for brand/marketers on Martech and developing their own first party data internally. Post this cancellation it will be BAU for all. “
Vinay Tamboli, CEO – Data & Insights, LS Digital, said,
“It is possible that Google may revisit and reintroduce the idea of removing third-party cookies in the future. The digital advertising landscape is constantly evolving, and regulatory pressures, technological advancements, and changing user expectations will continue to shape Google’s strategies. LS Digital is committed to remaining flexible and proactive, ensuring our clients are well-prepared for any future changes by continuously monitoring industry trends and developments.”
Kapil Sharma, Lead of Restaurant Audit, Americana Restaurants explained the decision stating,
“There are few reason why Google announced today that they would not depreciate 3P cookies in Chrome:
1) Advt industry has been lobbying against getting rid of 3P cookies as it would severely dent their business model (see Apple and FB)
2) It’s really complex to develop an alternate system which respects user privacy and works best for business
However it would be interesting to see how Google plays a balancing act on this as while it’s important to respect user privacy but in the same breath not to make the web an “unviable platform for business”.
Tejas Chaudhari, Lead, Performance Marketing – Digital Commerce, Unilever echoed advertiser sentiments.
“For the past few years, a lot has been written on this and the continued delay in deprecation echoed the sentiments of advertisers. There is a general lack of clarity of how cookieless advertising will be tackled. While a lot of solutions were tabled, advertisers were not confident on their efficacy in practical scenarios. That said, a need to move to digital privacy cannot be overlooked. All it needs a better and acceptable solution for marketers.”
Read More: Union Budget 2024 | Impact on Digital Advertising and What to Expect?
McCann Worldgroup Secures Ferraro’s Kinder and Tic Tac’s Creative Mandate
Ferraro has chosen McCann Worldgroup to oversee its creative accounts in the Middle East, Asia Pacific, and Europe for Kinder and Tic Tac. In Mexico, McCann acquired all Ferraro brands after a competitive nine-month pitch. Daryl Lee, McCann Worldgroup’s global chief executive, called the pitch “highly competitive” and lasting nine months.
Ferraro’s global creative accounts were combined in the pitch to an effort to “streamline its global agency portfolio.” Ferraro did not name any agencies or brands, only stating that the creative review had produced “new partners to support its global creative initiatives.”
The goal of consolidation is to improve digital initiatives and streamline Ferraro’s worldwide agency portfolio. September 2024 will see the start of new projects.
Here’s what they said
McCann Worldgroup’s global chief executive, Daryl Lee, said
“Kinder is the largest chocolate brand globally, and Tic Tac is their most international brand. This victory showcased the strength of our global McCann Worldgroup network, which excelled through collective effort, regional collaboration, and comprehensive market capabilities.”
Read More: Colgate-Palmolive selects WPP as Amazon agency of record in Europe
Al Arabiya Launches New Podcast Hub, Mazeej
DUBAI: Al Arabiya Network has launched a new podcast hub, Mazeej, featuring shows on various topics including business, politics, arts and culture, health and wellness, and sport.
The podcasts are tailored to cater to Arab listeners of all ages around the world, according to a company statement.
The hub features contributions from Al Arabiya journalists and presenters, such as Nicole Tannoury, Layal Alekhtiar, Islam Al-Najjar, and Hanan Al-Masri.
In “Sasat,” Tannoury discusses political events with prominent politicians and experts and in “Wa Ma’a Ba’ad,” Alekhtiar analyzes current news stories.
“Heewar Teejari” with Al-Najjar features founders of major commercial brands sharing their experiences and learnings; and “Khalf Al-Jidar” with Al-Masri aims to spotlight the evolving Palestinian experience through interviews and testimonies.
Going beyond business and politics, “Masha’er” with Dr. Osama Al-Jamaa explores the human psyche, and “Jareema” with crime analyst Mohammed Alshaibani breaks down complex criminal cases.
In a bid to to cater to all Arab listeners, “Umm Al-Qossas” with Amro Zaki focuses on Egyptian society featuring interviews with inspiring figures from the country while “Yeman” with Ahad Yaseen chronicles the stories of Yemenis.
Mazeej is available on all major podcast platforms and YouTube.
Read More: Publicis Groupe to Acquire Influential, Creating World’s Leading Influencer Marketing Solution
Clinch & MetaRouter Partner to Provide Cookieless Solution for Event Tracking Tied to Dynamic Advertising
Clinch, the leader in dynamic ad serving and personalisation and creator of Flight Control, the omnichannel campaign activation platform, announced today (July 25th, 2024) a partnership with MetaRouter, the trailblazer in server-side tag management and real-time event management. The partnership provides advertisers a cookieless, privacy-compliant solution to easily track and forward web behavioural events, including click data, from an advertiser’s website to Clinch for decisioning and insights.
MetaRouter’s approach to server-side tag management eliminates the need for third-party trackers and scripts on websites. This collaboration with Clinch means advertisers can effortlessly collect user signals and events server-side, addressing browser limitations on data while ensuring user privacy is maintained across all technical systems.
Charel MacIntosh, head of business development & strategic partnerships at Clinch said,
“This integration allows clients leveraging Flight Control to use MetaRouter’s server-to-server implementation to track behavioural events on websites without the need for pixels or scripts,”
Further added,
“This is particularly beneficial for advertisers with privacy and governance teams who require the shift away from third party pixel implementation.”
Advertisers can benefit from this integration in several ways. They can track and forward web behavioural events, like site conversions, page views, add to cart, or sign ups, to Clinch for creative decisioning, campaign optimisations, insights, and attribution. MetaRouter bridges the gap between consent management platforms and signal intake and routing processes from advertiser websites, to respect user consent. Only compliant events are passed to Clinch.
Michele Nieberding, director of product marketing at MetaRouter stated,
“Partnering with Clinch allows us to extend our server-side capabilities to a broader range of advertisers, providing them with a robust and privacy-first solution for event tracking and dynamic advertising,”
Further added
“By eliminating the reliance on third-party cookies and scripts, we empower brands to collect and utilise customer data more efficiently while maintaining the highest standards of user privacy. This collaboration represents a significant step forward in how advertisers can harness data for smarter, more effective campaigns.”
Clinch’s partnership with Metarouter is already being leveraged by one of the largest national grocery retailers in the US, who required an intermediary for data consent, and permissioning.
Publicis Groupe to Acquire Influential, Creating World’s Leading Influencer Marketing Solution
- Influential is the largest influencer marketing company and platform in the world.Its proprietary AI-powered technology platform with over 100 billion data points, and its network of over 3.5M creators including 90% of global influencers with 1M+ followers, are at the service of 300+ brands around the world.
- Publicis Groupe’s understanding of consumers via Epsilon, combined with Influential’s platform, will enable brands to identify creators that meaningfully connect to their target customers and communities, while providing the unique ability to holistically plan, manage, and measure investment across social, digital, and affiliate marketing.
Publicis Groupe has entered into a definitive agreement to acquire Influential, the world’s preeminent influencer marketing company and platform, authentically connecting brands to audiences by developing, deploying, and optimizing creator-driven digital campaigns.
The largest influencer marketing company in the world by revenue, Influential’s proprietary AI-powered technology platform with over 100 billion data points, coupled with its network of over 3.5M creators, including access to and data on 90% of global influencers with 1M+ followers, currently serves more than 300 brands around the world.
Influencer marketing is revolutionizing the media and advertising industry and has become a ubiquitous growth driver for brands due to the channel’s unique ability to meaningfully connect with their customers. By 2025, social media spend is expected to reach $186 billion, exceeding global linear TV ad spend for the first time, with influencer marketing as its fastest growing segment.
Influential’s differentiated offering enables brands to source high-quality digital creators, curate impactful creative strategy, and activate, amplify and optimize digital media to drive real-world outcomes.
Read more: Publicis Groupe’s Ekin Caglar Joins T&Pm as Global CTO
Now, by combining those capabilities with the unique data and identity assets of Epsilon, and scale of Publicis Groupe, we will put the leadership of ID-driven influencer marketing in the hands of all our clients through:
- a Premium Creator Network: a brand-safe, premium marketplace to directly connect the world’s leading brands with preferred access to millions of diverse creators and their audiences
- Revolutionized Influencer Planning: Bringing our leading understanding of consumers via Epsilon to better identify creators that meaningfully connect brands to their target customers and find their audiences across the entire internet
- Maximized Cross-Channel Outcomes: Unifying, extending, and measuring the reach and impact of social campaigns to digital and affiliate channels in a singular, AI-powered platform with connected creative and sequential messaging that enhances customer experience and drives better business outcomes
Led by Founder and CEO Ryan Detert, Influential will be positioned centrally within Publicis Groupe, empowering all Publicis clients and teams with leading technology, expertise, and delivery of influencer marketing services.
Ryan Detert, Influential CEO said:
“I am thrilled for Influential to join Publicis Groupe – the world’s highest performing and most innovative holding company. We look forward to combining our complementary capabilities and technology to deliver unparalleled influencer identification, content creation, amplification, and measurement for our clients – and to defining the next era of influencer marketing together.”
Arthur Sadoun, Publicis Groupe CEO, said:
“It is a great pleasure to be welcoming Influential to the Publicis family. Beyond its proprietary AI-powered platform, 100 billion data points, unrivalled network of over 3 million creators and access and data on 90% of influencers with 1M+ followers, Influential is above all an outstanding team of talent at the very cutting edge of their sector. With the new creator economy set to exceed linear tv on adspend in the next year, thanks to Influential we are able to fully embrace its outsized influence and put it at the service of all of our clients.
Not only does this acquisition mean we will take the leadership of Influencer marketing. It also uniquely positions us at the centre of the new media ecosystem. By combining our Epsilon data, which allow us to see 2.3 billion people around the world, with Connected TV, Commerce, and now Creators, we can enable our clients to truly know and understand their customers and prospects, and engage with them on a one-to-one basis, wherever they are, both online and offline. It’s how we are putting power back into the hands of brands in a fragmented media landscape, and driving marketing transformation that delivers real business outcomes.”
The transaction is subject to the satisfaction of customary closing conditions including regulatory approvals and is expected to close in late August 2024.
Read more: Publicis Groupe wants to cut through exaggerated AI promises with ‘BSBot’
Neville Shah : Redefining Creativity in Advertising
Neville Shah, the eccentric Chief Creative Officer at FCB Kinnect, is renowned for his innovative approach and unwavering curiosity. He brings over twenty years of illustrious experience, demonstrating the ability to lead and inspire in the ever-evolving creative landscape. As an advocate for pushing the boundaries of traditional advertising and exploring new frontiers, Neville believes that creativity is not just about generating ideas, but also transforming those ideas into powerful narratives that drive business successes and create lasting impact.
Congratulations on your appointment as the Chief Creative Officer at FCB Kinnect! Can you share some of the key milestones in your professional journey that have significantly shaped your career?
I feel incredibly fortunate in my career. I’ve had the opportunity to work on some fantastic brands in three different cities. One of the highlights of my journey has been the people I’ve met along the way. After spending 10 years at Ogilvy, many of my colleagues have become like family to me.
I’ve been lucky to have had a lot of support throughout my career. Many people struggle with unsupportive bosses, but I’ve been blessed with great immediate bosses and supportive higher-level executives. This early support was crucial in shaping my path, and I am very grateful for that.
How would you describe the role of creativity in driving economic growth, and can you share any instances where innovative creative strategies have led to substantial business success?
Creativity as an economic multiplier is something we emphasize at the FCB Kinnect network. It’s fascinating because you don’t expect creativity to be confined to just one area. It’s not just in the idea or the TVC; it can be applied anywhere to save costs, save time, and generate more revenue by streamlining processes.
Creativity presents a great opportunity to increase profits no matter where you look. I’ll give you an example from a Harvard case study. In the case study, a toothpaste company wanted to boost consumption. They recommended brushing twice a day, but they also wanted to increase usage. So what did they do? They enlarged the toothpaste release opening. This simple and creative solution led to increased sales by enlarging the toothpaste opening. That was a brilliant product solution!
How can companies better invest in creativity to drive economic growth and competitive advantage?
Firstly, companies need to believe in the power of creativity to unlock for things. Belief needs to come at the most simple and fundamental level, that it is possible to do so. If that is not clear, then you’re always going to add more and more questions to it like “If one event is possible, does that imply the possibility of another event?” You start thinking about the efficiencies which might not necessarily be what you are aiming for.
Creative solutions sometimes require investment and commitment, whether it’s a time commitment, so do you have the patience to do so? “Do boond zindagi ke” – It’s taken so many years to eradicate polio. So if you see, there is a cost that comes with whatever you intend to do. If you say in today’s day, that we’ll structure a machine that can produce high quality art and copies, you will still need a certain investment to make improvements to it right?
If you believe creativity will solve your problem, then you should not be shy away from it at each point. Essentially, you ask: how can I optimize it at the bare minimum level? So start there, see, understand, think, analyze, and then come up with a solution. It’s important to believe that creativity unlocks things first. You can always debate that we put a lot of thought into it before and after, but ultimately, what you’re talking about is creativity.
How can creative campaigns with a noble cause such as FCB Kinnect’s Lulumelon EOSS reach wider audiences?
If it’s a good idea, it will spread; I can’t think of one that hasn’t. People enjoy being surprised, feeling joyful, being astonished – any emotion, even cathartic tears draws them in. People love to feel, and they are drawn to a compelling idea. That’s the essence of any great concept.
What future trends do you foresee shaping the creative industry?
There’s a lot of talk about tech and AI, but AI is already 4-5 years old, and we’ve been working with it since then. I believe there needs to be a new narrative emerging, something that becomes the next buzzword—Adaptation.
I don’t think anyone should feel intimidated by AI, tech, or anything similar because it’s merely a tool. With strong fundamentals, you’ll always hit the mark; it’s all about execution and craftsmanship. It’s about how you utilize these tools to create and convey messages. Ultimately, it’s the same old truth: a great idea will always triumph and resonate. AI is just a tool; creativity originates from humans who conceive the ideas while AI merely supports them.
Iyer Premkumar Promoted as COO of GOZOOP HAWK at GOZOOP Group
GOZOOP Group, a global independent integrated marketing group, announces the promotion of Iyer Premkumar to chief operating officer (COO) of GOZOOP HAWK, effective July 1, 2024. Iyer’s new position will involve him reporting directly to GOZOOP Group’s chairman and co-founder, Rohan Bhansali, and global CEO and co-founder Ahmed Aftab Naqvi.
GOZOOP Group elevates Iyer Premkumar to COO of GOZOOP HAWK
Iyer began as an intern in client services and rose through the ranks to become president of GOZOOP HAWK, vice president of global operations, and head of online marketing. Iyer will now oversee day-to-day operations, put efficiency first, promote innovation, and guarantee client happiness in his role as COO. In addition, he will concentrate on maintaining industry thought leadership, expanding offerings, and future-proofing GOZOOP HAWK.
Along with increasing staff strength and taking home multiple agency-centric awards, the agency made significant progress in a number of regions under Iyer’s disruptive leadership.
Here’s what they said
Iyer Premkumar, chief operating officer (COO), GOZOOP HAWK said,
“The move further humbles me. GOZOOP HAWK has already touched 3 continents and with the new responsibilities, I look forward to taking HAWK to every corner of the earth and while we continue to #BeHAWKish in everything that we do, expect more fireworks from us in times to come.”
Rohan Bhansali, chairman and co-founder, GOZOOP Group commented,
“GOZOOP is blessed with phenomenal leaders such as Prem. Having helped build GOZOOP since the last 14 years, Prem embodies all the values that we celebrate and strive for at GOZOOP. A true Level 5 leader, Prem has always kept GOZOOP First. He has built HAWK as an entrepreneur and has been an inspiration to all of us here. There is no stopping this guy. GOZOOP HAWK is dominating the Customer Experience space and will continue doing so under Prem’s leadership.”
