Max Kicks Off Marketing Campaign for Europe Launch
Warner Bros. Discovery’s enhanced streaming service, Max, unveiled its European marketing campaign ahead of its launch in the first European countries on 21st May*. Through the campaign, consumers across 20 countries in the Nordics, Iberia and Central and Eastern Europe will get a first look and feel of the Max brand and the sheer breadth of the content on offer, including smash hit Dune: Part Two that will be available to watch on the service on launch day**.
The multifaceted campaign is inspired by the premise that Max makes you feel differently. The creative showcases the breadth and depth of the streamer’s high quality and varying content by visually constructing the idea that the viewer is transported physically and emotionally through watching on Max.
Starting with the anthem TV spot, the viewer is taken on an immersive journey through various worlds, as if travelling through different Max content. From the comfort of the sofa, the on-screen viewer is transported to a dragon laden fiery battlefield where the fight within House Targaryen is in fierce play. Then, as she is plunged into the deep with aquatic life from Discovery’s nature genre, the viewer experiences a moment of calm before coming up for breath to find herself being splashed by Olympic Games Paris 2024 swimmers, mid-competition. From the pool, she is catapulted into a cloudy mist where a Quidditch match is in play and a near collision with Harry Potter on his Nimbus 2000 sends her into a dreamscape world with snippets from popular titles, such as Dune: Part Two and 90 Day Fiancé flashing past her.
The viewer’s emotions and reactions visibly change as she reacts to the different worlds she visits, establishing the notion that Max is rooted in feelings. She then comes back down to earth in an awe-struck state, reflecting on the iconic and exciting content slate on Max. The advert was built in a modular fashion, allowing for the various markets launching Max in the region to showcase locally produced titles based on the offering in each country (title availability varies by country).
For the out of home and digital creative, the design is intended to spark an emotional connection and build brand awareness of Max. In these static and animated builds, bold messages are partnered with highly anticipated content from the Warner Bros. Discovery slate. For instance, the advert for House of the Dragon S2 states ‘Where Rivalries Unite Us’, and for Dune: Part Two ‘Where Blockbusters Transport You’. The multi-title assets featured in the digital and outdoor creative are designed to showcase the breadth across genres that Max brings such as House of the Dragon alongside 90 Day Fiancé and the Harry Potter film collection.
This part of the campaign taps into the essence of what it is to be human – to unite, to be moved, to remember – which consumers across the region can relate to and share in.
To reflect the diverse nature of Europe, each market will rollout out a localised version of the campaign, allowing consumers to better relate to the service. For example, in Norway, top talent from the country will take viewers on a comedic walk through the new product, detailing its name and hinting at some of the biggest shows they’re looking forward to watching on Max.
Rebecca Rormark, SVP Marketing, Streaming EMEA at Warner Bros. Discovery commented: “Delivering the creative campaign for the launch of Max in Europe is an incredibly proud and important moment. The European launch marks the start of a very exciting global journey. It also builds on our long heritage in Europe, bringing together an incredible breadth and depth of culture-defining entertainment from our services and networks, all in one place. We have captured this by creating, developing and producing a hero TV spot inspired by how our content makes you feel differently as part of broad and strategic pan-EMEA campaign that epitomises everything Max stands for and brings the brand to life.”
Max launches in Iberia, Nordics and countries in Central and Eastern Europe on 21st May, with further launches in France, Netherlands, Poland and Belgium on 11th June*.
Nine and Magnite strengthen partnership to put 9Now at the forefront of global programmatic TV market
Nine and Magnite (Nasdaq: MGNI), the largest independent sell-side advertising company, today announced they have strengthened their partnership, with Nine adopting Magnite’s SpringServe solution to manage delivery and mediation of its programmatic demand on Nine’s BVOD platform, 9Now.
9Now features some of Australia’s most-watched programs and sporting events including the NRL, Australian Open, Married at First Sight and The Block. The Magnite Streaming SSP will provide the tools to manage and optimise 9Now inventory across multiple demand sources that will put Nine at the forefront of the global programmatic TV market.
Magnite’s SpringServe will power 9Now’s mediation layer, enabling more efficient management of video advertising while maintaining a high-quality viewer experience. SpringServe is able to enhance the 9Now experience for viewers and advertisers by shifting the way programmatic demand sources access inventory; in SpringServe this supply is offered simultaneously and in parallel, as opposed to in a linear and sequential order allowing advertisers more complete access to audiences.
Advertisers will also have the ability to test ClearLine, Magnite’s self-service buying solution which provides direct access to premium video inventory on Magnite’s platforms.
read more: Kaizzen Onboards Ankita Malik as Vice President – North
Here’s what they said
Nick Young, Nine’s Digital Commercial Director, said,
“Nine continues to invest in developing new market-leading digital and data capabilities to empower brands with more effective ways to reach and influence our vast audiences.It’s critical we partner with the best in class technology to meet the unique needs of advertisers in this market. Magnite is such a business and we are pleased to be extending our partnership with the team.”
Yael Milibank, Managing Director, ANZ at Magnite, said,
“Utilising advanced technology designed specifically for programmatic environments helps publishers like Nine maximise revenue potential and tap into new advertising opportunities. Our holistic approach to account service, encompassing tech operations, demand, and deal management, helps our clients navigate the intricate programmatic landscape and empowers them to fully leverage programmatic advertising’s potential. We look forward to delivering positive outcomes for Nine through this unique combination of technology and service.”
read more: Carat India Wins Waaree Energies Media Mandate
Juliette Stead, Head of JAPAC at Magnite, said,
“Nine has been a longstanding, valued partner of ours for many years. Their forward-thinking streaming and digital capabilities mean that they have always been early adopters of our technology, and we value their perspective and partnership tremendously. We look forward to continuing to cultivate our relationship through collaboration and innovation for many years to come.”
Jordan King, Nine’s Director of Programmatic and Digital Sales, said,
“Magnite has a history of building excellent technology solutions and rolling out products that enable us as a Publisher to best monetise and give access to our inventory. We are excited to deepen our partnership and utilise their tech as Nine’s digital transformation takes pace.”
read more: IAB MENA Establishes Specialized Task Force for Audio Advertising
Push Sports Appoints Vishal Gaba as new Chief Marketing Officer
Vishal Gaba has been named chief marketing officer of Push Sports, an Indian sports tech company. Before this, he oversaw marketing communications for Bira 91 in his capacity as associate director of marketing. Gaba posted on LinkedIn to announce the appointment.
Vishal Gaba joins Push Sports as Chief Marketing Officer
Vishal Gaba offers a wealth of experience spanning more than 16 years in a variety of marketing verticals. He has also worked at The Social Booth and Genesis BCW in the past. In his previous role, he oversaw the brand’s marketing and communications at Bira 91. To build brand awareness and sales for Bira’s merchandise store, he also looked at business objectives.
Vishal’s roles and responsibilities
Vishal will be leading the charge at Push Sports in his new position, where he will be in charge of increasing customer engagement, scaling demand, and creating an engaging brand story for customers. He will also manage marketing campaigns that span several media. Leading all strategic marketing initiatives and emphasizing brand activation, advertising, and consumer advocacy are some examples of how to achieve this, as well as encouraging awareness, engagement, and loyalty among various customer segments. His wealth of knowledge in product marketing, customer relationship management, and brand development will help Push Sports expand and become more well-known in the sports technology sector.
Read More: Havas Acquires Liquid to Enhance Ecommerce and Retail Media Expertise
About Push Sports
Push Sports is one of the fastest-growing sports-tech companies in India. In a short amount of time, the company has transformed over 2 lakh square feet of space into safe play areas across 65+ projects, and it has transformed sports learning for over 7000 children across 20 locations. Additionally, the business has over 3000 active pay-to-play clients at all of its locations. In addition, Push Sports focuses on developing and overseeing sports arenas in major Indian cities. Through more than 65 projects, it has converted more than 2 lakh square feet of space into safe play areas.
Here’s what they said
Puru Singh, Founder and CEO of Push Sports, said,
“We are delighted to have Vishal join our team at Push Sports. With his vast knowledge and skills in marketing and brand development, we anticipate him to play a central role in helping scale the business. Vishal’s strategic insight and leadership will help us fast-track growth as one of the top players in the Indian sports-tech sector.”
Vishal Gaba, on his appointment, expressed on LinkedIn,
Sports has always been my first love. I’m excited to share that in my new role to I’ll be spearheading Marketing at Push Sports (seen on Shark Tank), one of the fastest growing sports tech start-ups in the country. With 7000 kids already trained, 20+ facilities live and 25 schools already as partners, I am thrilled to be a part of Push’s journey in contributing towards growth of sports in the country and make India a sporting superpower. Grateful and blessed to be doing something I love, every day.
Read More: Praful Akali and Ashish Khazanchi appointed as Jury Chairs for Abby Awards 2024 Powered by One Show
IAB MENA Establishes Specialized Task Force for Audio Advertising
The Interactive Advertising Bureau (IAB) MENA has established a specialized ‘Audio Task Force’ to complement its existing nine operational task forces. Representatives from Aleph, Digital Media Services (DMS), GroupM, Publicis Media, Next Broadcast Media, The Trade Desk, and Ipsos are among the first companies involved in this event, which is open to all IAB MENA members.
Goals and tasks of the Audio Task Force
Raising awareness and understanding of the opportunities that audio advertising presents is the main objective of the “Audio Task Force.” The task force’s primary goal for 2024 is to create an extensive “Guide to Audio Advertising in MENA,” which will be a vital tool for marketers. The first edition of the audio-focused white paper is anticipated to be released by IAB MENA in Q3 2024. It will go over many aspects of the audio industry, such as podcasting, web radio, streaming, audio games, and brand safety, along with insights into audience behavior and engagement tactics that work.
Read More: IAB MENA Announces New Board for 2024-2026 Term
Industry impact
The “Audio Task Force” will help advertisers, advertising agencies, and publishers of audio content navigate and make the most of the audio space by combining cutting-edge tactics and creative approaches to audio advertising. The task force will address issues and emphasize the special advantages of audio advertising, like placements that are contextually appropriate and reach a targeted audience. Additionally, the initiative seeks to improve industry best practices and measurement standards so that audio advertising can be efficiently measured and optimized for maximum impact.
Forward-looking
With audio’s increasing popularity as a potent medium for customer engagement, the “Audio Task Force” is poised to spearhead this change. The task force aims to enhance the industry and keep the MENA region at the forefront of digital advertising innovations by promoting greater comprehension and wider adoption of audio advertising.
Read More: IAB Study Examines Effects of Game-Related Advertising On Marketing Mix
Praful Akali and Ashish Khazanchi appointed as Jury Chairs for Abby Awards 2024 Powered by One Show
15th May, 2024; Mumbai, India: Praful Akali, Managing Director and Founder, Medulla and Ashish Khazanchi, Founder and Chief Creative Officer, Enormous, join as Jury Chairs for Health category and Still Print category respectively, at The Abby Awards 2024 Powered by One Show
Praful Akali, Managing Director and Founder, Medulla has been appointed Jury Chair of Abby Awards 2024 powered by One Show in the newly created Health category.
Praful is among the most awarded healthcare creative professional globally since 2015. He has had close to 50 shortlists and over 20 awards including a Grand Prix at the leading global awards Lions Health, Clio, Global, London Festival, and Spikes.
As one of the few creatively renowned professionals that has also worked as a client, last at Pfizer, Praful demonstrates how creativity and effectiveness work together.
In 2016, the Last Words campaign was published in the Gunn Report as one of the only 15 campaigns globally that won a gold at the Lions and at a marketing effectiveness awards show like the Effies. In 2017, Medulla repeated the feat with Last Laugh work which won a Grand Prix at Clio and two Gold at the APAC Effies.
Praful has led Medulla to win the Healthcare Agency of the Year in 2016 at Cannes Lions. Medulla has been the only agency globally to feature in the top three agencies of the year, each of the first three years of the Lions Health. Medulla is also the only healthcare specialist agency in the list of World’s Leading Independent Agencies 2018.
Praful has served as a jury member at Cannes Lions, LIA, Clio, Effies and the Global awards. He has been a speaker at Cannes and other forums and his opinion pieces have appeared in several advertising and business publications.
In 2018, he spoke on the motto of Lion’s Health, life-changing creativity on the Lions Health Inspiration stage.
Ashish Khazanchi, Founder and Chief Creative Officer, Enormous has been appointed Jury Chair of Abby Awards 2024 powered by One Show in Still Print category.
Ashish has worked in most of the major agency networks, and on some of the biggest global and Indian brands. He has taken Enormous from a startup to one of the leading independent creative agencies in the country. Ashish led Enormous to become the first independent agency to win a Grand Effie in the country this year.
Prior to this, Ashish was the National Creative Director, at Publicis Ambience. An MBA graduate from IIM Bangalore with over 30 years in advertising, he has created the iconic Jingalala campaign for Tata Sky and many others.
He has won over 300 awards with many international ones like the One Show, D&AD, Spikes and Cannes.
Ashish has held leadership roles in agencies like Y&R, Ogilvy, McCann and Publicis.
The Abby Awards powered by One Show will be held on the 29th, 30th, and 31st of May during Goafest 2024.
For more details on The Abby Awards, visit https://ABBYawards.com/
Kaizzen Onboards Ankita Malik as Vice President – North
Kaizzen, an independent communications agency, has announced Ankita Malik’s strategic appointment as Vice President – North. Ankita has over 14 years of experience in the communications sector. She brings a wealth of knowledge and skill to developing strategies that have an impact and building relationships with clients.
Ankita Malik appointed as Vice President – North at Kaizzen
Ankita’s appointment demonstrates Kaizzen’s commitment to expanding its presence and service offerings in the Northern markets. Malik will lead efforts in her new position to boost client engagement, accelerate growth, and strengthen Kaizzen’s reputation as a reliable partner for cross-vertical strategic communications solutions. Ankita has experience in the auto, lifestyle, telecommunications, and technology industries. Ankita is well-positioned to provide excellent services and create competitive advantages for goods and services, increasing Kaizzen’s revenue portfolio with her dynamic leadership.
Ankita’s previous endeavors
Malik has worked for PR consultancies like Zeno Group, MSL Group, and Six Degrees BCW, as well as serving on senior counsel teams. Additionally, she has overseen marketing communications for companies like Comio Smartphones and Intex Technologies. Malik has over 14 years of experience managing brands in the USA, APAC, China, India, and other regions, demonstrating her adaptability and global viewpoint. She works at Kaizzen and is based in New Delhi. She has a wealth of international experience.
Read More: Cannes Lions announces Unilever as Creative Marketer of the Year
Here’s what they said
Vineet Handa, CEO, Kaizzen stated,
“We are thrilled to welcome Ankita to our team as vice president for North. Her proven track record of delivering results and her deep understanding of the communications landscape will be instrumental in propelling our North operations to newer heights. Ankita’s strategic vision and leadership will undoubtedly reinforce Kaizzen’s position as a preferred communications partner in the region.”
Welcoming her to the team, Nikhil Pavithran, group president, Kaizzen said,
“Ankita’s experience will not only help us in growing Kaizzen’s portfolio but will also be instrumental in expanding our other specialised verticals. With her appointment, we reaffirm our commitment to fostering diverse leadership perspectives and working towards a more inclusive organization. I welcome her formally on-board and wish her the best.”
Ankita Malik, on her appointment commented,
“I am excited to embark on this new journey with Kaizzen and contribute to the company’s continued success. The opportunity to lead the North operations presents an exciting challenge, and I look forward to collaborating with the talented team at Kaizzen to deliver unparalleled value to our clients.”
Read More: LS Digital Selects Kaizzen To Handle Its PR and Communications Mandate
House of the Dragon S2 to Premier Exclusively on JioCinema in India in English, Hindi, Tamil, Telugu, Kannada, Bengali, and Marathi Trailer Out Now
15th May, 2024, National; The bloodbath is all set to begin! JioCinema has announced the official trailer of the global hit HBO series HOUSE OF THE DRAGON S2. Streaming exclusively on JioCinema Premium, House of the Dragon S2 will be available in English, Hindi, Tamil, Telugu, Kannada, Bengali, and Marathi, starting June 17th, with episodes dropping weekly every Monday, along with the US.
read more: Tata Play and Amazon Prime Collaborate to Offer Prime Benefits to Viewers Across TV and OTT
Based on George R.R. Martin’s “Fire & Blood,” the series tells the story of House Targaryen, following the tumultuous power struggles within the noble family as they navigate political intrigue, familial rivalries, and the looming threat of civil war in their quest to reclaim the Iron Throne. Set in a world of dragons and dynasties, the series explores the complex dynamics of ambition, loyalty, and betrayal as key figures vie for control over the Seven Kingdoms.
Starring Matt Smith, Olivia Cooke, Emma D’Arcy, Eve Best, Steve Toussaint, Fabien Frankel, Ewan Mitchell, Tom Glynn-Carney, Sonoya Mizuno, and Rhys Ifans. Additional returning cast includes Harry Collett, Bethany Antonia, Phoebe Campbell, Phia Saban, Jefferson Hall, and Matthew Needham, the new season will see Abubakar Salim, Gayle Rankin, Freddie Fox, Simon Russell Beale, Clinton Liberty, Jamie Kenna, Kieran Bew, Tom Bennett, Tom Taylor, and Vincent Regan.
In addition to House of the Dragon S2, JioCinema Premium unlocks access to a plethora of top international content in local languages, wholesome Kids & Family entertainment, genre-defining originals, blockbuster movies, and exclusive before-TV premieres and live channels, in up to 4K quality, all at just Rs. 29/month for a single device or Rs. 89/month for up to 4 simultaneous screens.
read more: Carat India Wins Waaree Energies Media Mandate
Havas Acquires Liquid to Enhance Ecommerce and Retail Media Expertise
In a landmark move to redefine the Shopper marketing, ecommerce and retail media landscape in the Middle East, Havas – one of the world’s largest global communications networks – today announces the strategic acquisition of Liquid, a leading omni-commerce company, marking a significant step forward in enhancing its ecommerce and retail media capabilities. Liquid will be rebranded as Liquid Havas and join the organisation under Havas Market, Havas’ full-service ecommerce offering dedicated to delivering meaningful shopping experiences for people, brands and retailers. Launched in 2020, Havas Market has grown steadily and is now scaled globally across 30+ markets.
Established in 2016 and renowned for its dynamic approach in marrying science, art, and instinct, Liquid has risen to prominence by revolutionising how brands connect with consumers at retail touchpoints. With a team of over 100 specialists, Liquid has cultivated a notable portfolio of leading, global FMCG clients such as Nestle, PepsiCo, Beiersdorf, and Procter & Gamble.
This acquisition is a fusion of shared visions and values, aiming to redefine the shopper marketing and ecommerce landscape. The integration of Liquid’s agile and creative retail strategies into Havas Market’s global resources and technological expertise will deliver unparalleled value to brands and consumers alike. The addition of Liquid also reinforces Havas’ presence in the Middle East where it maintains a partnership with luxury goods sales and marketing specialist Chalhoub Group.
Liquid’s chief executive officer, Sachinn J Laala will remain in his role.
Yannick Bolloré, chairman and CEO of Havas commented, “At Havas, we’re dedicated to creating meaningful shopping experiences that not only resonate with consumers but also drive brand growth across all channels. The addition of Liquid builds upon Havas’ investment in the Middle East through our partnership with Chalhoub Group, extending our capabilities in this crucial region and ensuring our clients’ digital commerce transformations are not just reactive but ground breaking.”
Sachinn J Laala, chief executive officer of Liquid added, “Our partnership with Havas signifies a pivotal step towards amplifying the digital retail transformation globally, benefiting consumers, operators, and third-party sellers alike. By uniting Liquid’s innovative strategies with Havas’ global network and expertise, we’re poised to lead the Shopper marketing, ecommerce, and retail media landscape, extending value creation and setting new benchmarks for our clients worldwide.”
Michael Chalhoub, president strategy, Growth, Innovation, Investment and Joint Ventures at Chalhoub Group commented, “This acquisition underscores our steadfast commitment at Chalhoub Group, alongside Havas, to digital transformation and innovation, keeping our customer and her habits at heart, and paving the way for new benchmarks in shopper marketing and ecommerce. Together, we will cultivate meaningful connections, delivering unparalleled value to both brands and consumers, and elevating the shopping experience to unparalleled heights.”
Carat India Wins Waaree Energies Media Mandate
Carat, the media agency from dentsu India, has been awarded the television media mandate for Waaree Energies Limited, India’s largest manufacturer of solar PV modules with the largest aggregate installed capacity of 12 GW, as of June 30, 2023 (Source: CRISIL Report), with the aim to amplify its brand presence.
As per the mandate, Carat – the media agency from dentsu India, will oversee the brand’s television media across India exclusively. They will also support in strategizing and planning other traditional media and buying for print, radio, and digital. Furthermore, OOH (Out-of-home) will be executed by Posterscope, the OOH specialist agency from dentsu India. Carat aims to enhance the brand’s visibility across diverse media channels through its data-driven capabilities. We believe the agency is poised to develop innovative campaigns that resonate with the target audience, and aims to solidify Waaree Energies Limited’s position as a renewable energy brand in the market.
The collaboration between Waaree Energies Limited and Carat exemplifies dentsu’s dedication to advancing sustainability. We believe that this collaboration will underscore the network’s commitment to fostering environmentally conscious solutions and driving positive change toward a more sustainable future.
According to Nilesh Malani, Chief Marketing Officer, Waaree Energies Limited, “Selection of Carat as our media partner is a choice intended to amplify our brand’s impact and to contribute towards promotion of sustainable advancements in India. We have confidence in Carat India’s ability to create imaginative and visually appealing campaigns that will help us connect with our target audience, thereby reinforcing our commitment to expediting the clean energy transition in India and facilitating positive transformations for a more environmentally friendly future.”
Commenting on the partnership, Anita Kotwani, CEO, Media, South Asia, dentsu, said, “It is an absolute privilege and honour to join hands with Waaree Energies Limited and contribute to their growth journey in India. This partnership marks a pivotal moment, where our expertise and dedication merge with Waaree Energies Limited’s vision and ambition. Together, we believe that we are poised to achieve milestones and drive growth, emphasizing our commitment to delivering quality in every aspect of our collaboration.”
Sanchayeeta Verma, CEO, Carat India, expressed enthusiasm, stating, “Waaree Energies Limited is one of India’s largest manufacturer of solar PV modules and a global player. We believe that it has an important role towards India’s net zero goals. At Carat, we are deeply committed to this as it is a vital priority in dentsu’s Business to Business to Society B2B2S goals. Moreover, we believe that our expertise will be pivotal in realizing Waaree Energies Limited’s vision: delivering cost-effective sustainable energy solutions across the market. We are extremely delighted to come on board as ‘Partners on Record’ of Waaree Energies Limited.”
The collaboration between Waaree Energies Limited and Carat India, a dentsu company, underscores Waaree Energies Limited’s commitment to advancing sustainability and contributing towards a cleaner future.
Admitad and JioCoupons Forge a Strategic Partnership to Boost E-Commerce Growth and Optimize Jio Product Expansion
Admitad India, an affiliate marketing network, has recently announced an exclusive partnership with JioCoupons to emphasize business growth and expansion of existing Jio products. JioCoupons is a prime and reliable platform in the affiliate e-commerce business across domains in India. This platform assists brands in customizing and distributing their coupons across platforms, tracking their coupon campaigns and optimizing the same.
JioCoupons has achieved significant advantages through its partnership with Admitad. These benefits include exclusive access to campaigns, ensuring a competitive payout structure, streamlined performance monitoring through Admitad’s proprietary tracking platform, and faster payment processes. Additionally, JioCoupons benefits from the consolidation of various integrated brands on Admitad’s platform, which enhances operational efficiency and effectiveness. The collaboration has led to a significant improvement in Click to Conversion (CTC) rates and Return on Ad Spend (ROAS). By optimizing ad placements, refining targeting strategies, and delivering compelling offers, JioCoupons has created a win-win situation for both customers and brands.
Through this, JioCoupons can offer more exclusive deals and offers from a wider range of brands, while Admitad can leverage JioCoupons’s unique audience set to drive more sales for its brands.
“Working in collaboration with Admitad as our affiliate partner has been a remarkable journey of synergy and mutual growth. Their proactive approach, clear communication, and shared vision have fostered a culture of mutual trust and respect. We cherish this partnership, and I am confident that our partnership will continue to flourish in the years ahead.”
– Vijay Tiwari , Business Head, JioCoupons.
The partnership between Admitad and JioCoupons is a great example of how strategic collaborations can benefit all parties involved. It has created a strategic alliance that aims to provide greater value and savings opportunities to consumers across various categories.