StrawberryFrog Honored in the Ad Age Small Agency Awards for ‘Purpose-Driven’ Campaigns
NEW YORK—July 25, 2024— This recognition solidifies StrawberryFrog’s 25 year position as a leader in the advertising industry, highlighting its ability to do what huge clients need and want, and doing it differently than the large corporate agencies.
The award celebrates StrawberryFrog’s strategic and creative excellence and innovation developing powerful brand narratives that resonate deeply with audiences and drive measurable business results. The agency’s unique approach building purpose-driven brand movements sets a new standard for creative marketing in the digital age.
“StrawberryFrog is proof that you don’t need a massive organization to make a massive impact. This award is well-deserved recognition of our ability to deliver big-time for the biggest of brands,” says Scott Goodson, founder and CEO. “This award is a testament to the sheer creativity and hustle of our entire StrawberryFrog team. Our folks punch above their weight, consistently delivering knockout results for big-name clients. Meanwhile, the bloated holding companies are scratching their heads, wondering how this scrappy boutique keeps knocking it out of the park. It’s called passion, ingenuity, and a relentless drive to push the boundaries of what’s possible in this industry.”
The award pays tribute to StrawberryFrog’s ethos of “Creativity for Good” and its philosophy of “Movement Thinking,” which acknowledges that great brands are built from investing in ideas that matter to the organization as a whole, not an impersonal, “top-down mandate.” The award further recognizes StrawberryFrog’s approach that is human centered and utilizes emerging technologies, such as AI, to craft compelling narratives that both amaze, engage and inspire audiences.
“This award underscores our ability to not just compete, but flat-out outperform the larger, more ‘established’ players in this industry. This scrappy team has proven that size doesn’t matter when you’ve got the creative chops and strategic brilliance to run circles around the corporate agencies,” says Tyler DeAngelo, StrawberryFrog’s Chief Creative Officer. “And this is just the beginning. We’re going to keep pushing the boundaries of what’s possible in this business. Strategic consulting, creative marketing, product innovation through our transformation studio inplural, AI — you name it, we’re going to reinvent it. This independent agency is charting a bold, innovative path forward.”
StrawberryFrog’s clients include Pandora, Truist, Walmart, Northwell, Crowe and several others.
About StrawberryFrog
StrawberryFrog designs Movements for growth. The award-winning independent strategy, full-funnel marketing, advertising, and design firm focuses on galvanizing employees and mobilizing consumers, applying creativity and innovation such as AI to create “Movements” that mobilize and engage people to help companies transform and grow. With 25 years of experience, StrawberryFrog continues to lead the industry in Movement Thinking™, delivering results-driven campaigns for a diverse portfolio of global brands, such as our innovation studio, inplural.
Social Panga bags the digital creative & communication mandates for Balaji Wafers
Mumbai/Bangalore, 25th July, 2024: Social Panga, the integrated creative and digital marketing agency with offices in Bengaluru, Delhi/NCR, Mumbai and Dubai has won the digital creative & communication mandate of leading snack brand – Balaji Wafers. Balaji Wafers is one of India’s oldest and prominent snack brands and national snacking company.
The account was won by Social Panga in a multi-agency pitch and as part of the mandate, Social Panga will aim to enhance Balaji Wafers’ online presence and engage with its vast consumer base through innovative social media campaigns.
Balaji Wafers, known for its wide range of delicious and high-quality snacks, has chosen Social Panga to spearhead its social media strategy, aiming to enhance its digital presence and engage more effectively with its audience. Social Panga’s innovative approach and expertise are positioned to elevate Balaji Wafers’ social media to new heights.
Himanshu Arora, Co-Founder, Social Panga said,
“We are thrilled to partner with Balaji Wafers and bring our creative expertise to their social media platforms,”
“The brand has a massive lineage, and we are glad they found trust in us to lead their digital presence. Our goal now is to magnify their brand story and foster meaningful connections with their audience, in new and innovative methods.”
Ruksheen Palia, Vice President – Business & Strategy, Social Panga said,
“Winning Balaji Wafer’s mandate is a big achievement for us. Our objective, from a business and strategic perspective, is to increase brand awareness of Balaji Wafers by utilizing innovative storytelling and data-driven insights. Creating smart campaigns that engage their audience and result in quantifiable business development is something we are dedicated to doing.”
Sandeep Roy, Sr. Manager – Branding & Promotions, from Balaji Wafers commented,
“Balaji Wafers is on a mission to become the coolest snack brand in the digital world, and I’m sure that Social Panga will make it happen! We’re big fans of their work; they’ve got this magic touch when it comes to making brands shine online. We want to create fun and flavorful digital experiences for our consumers, inviting them to interact with us across various mediums. Social Panga understands our vibe, and I believe that their expertise will surely augment our brand personality online.”
Read more: upGrad and Social Panga Launch On-Field Digital Marketing Immersion Program
India’s Creative Economy Set to Soar With Premium Online Video Fuelling 50% of New Revenue Growth, Reveals New Report by Media Partners Asia
Key Highlights
• Premium online video is now comparable to other media industries in terms of investments, and its economic impact on the film business, telecom, and other allied industries.
• Streaming VOD sector is projected to create 280,000 jobs by 2028, with a potential for over 330,000.
• From pioneering the pan-India phenomenon for local stories to playing a catalytic role in taking Indian content deeper across the country and the world, streaming VOD is becoming the driving force behind India’s fast growing global soft power.
MUMBAI, July 25, 2024 – An insightful report released today unveils the transformative power of India’s streaming video on demand (VOD) industry and its contribution to the nation’s video entertainment economy. The study, “Beyond Screens – Streaming VOD’s Impact on The Creative Economy,” commissioned by Prime Video India and conducted by Media Partners Asia (MPA), offers a compelling vision of the sector’s future and its far-reaching economic implications.
The comprehensive analysis, based on extensive research and interviews with industry leaders, reveals that premium online video-on-demand is set to fuel 50% of new revenue growth of India’s total video market. The report reveals that while historically, TV has led content investments in the video industry, but online video (ex-sports) already claims 24% share in 2024, a 3x increase since 2017, and is expected to touch 30% by 2028. Further, with streaming revenues equating to 1.5x of movie producers’ net share from theatrical box office, the growth in the video industry holistically is being driven by streaming. Not just this, but even allied industries, like telecom are seeing the impact of video streaming. For instance, video has been the primary driver of data consumption for telcos, representing over 70% of their data traffic.
The streaming revolution has already catalysed an unprecedented content boom, with over 1,500 original titles released across VOD platforms between 2016 and 2023. This surge has created a ripple effect of employment opportunities, generating approximately 174,000 direct and indirect jobs in 2023 alone. The industry’s projected growth promises to open up 280,000 positions by 2028, with the potential to exceed 330,000 jobs as demand for specialized skills in VFX, animation, subtitling, and dubbing intensifies.
Premium video platforms are the true pioneers of the pan-India content movement, playing a significant role in expanding its reach nationwide. Crucially, the report highlights how these platforms are also emerging as powerful conduits for the nation’s soft power on the global stage. By showcasing India’s diverse cultures and progressive outlook to audiences in over 190 countries, these platforms are elevating the country’s international influence to new heights. Leading streaming services like Prime Video, Disney+ Hotstar, Jio Cinema, Netflix, Sony Liv, and Zee5 are at the forefront of this cultural exportation, poised to cement Indian content’s place alongside global phenomena like Anime, K-pop, and K-dramas.
The report also highlights how the social and economic multiplier effect of streaming VOD can unlock future value for stakeholders in the creative and several allied industries, contingent on addressing key challenges:
1. Expanding modern production facilities beyond major urban centers
2. Fostering collaboration for infrastructure development
3. Cultivating technical talent through innovative training programs and academic partnerships
4. Intensifying efforts to combat piracy and protect intellectual property
As India’s creative economy stands on the brink of unprecedented growth and global impact, this report serves as a crucial roadmap for industry stakeholders and policymakers alike. The streaming VOD sector is not just reshaping entertainment; it’s redefining India’s place on the world stage.
Media Partners Asia (MPA)
Established in 2001 with offices across Asia including India, MPA is a leading independent provider of advisory, consulting and research services, focusing on media, entertainment and telecoms in Asia Pacific. MPA reports and research are widely used by all key industry stakeholders for business planning, M&A transactions, economic analysis and policymaking. MPA provides due diligence for M&A activity in APAC with numerous local and cross border transactions while also operating as an IC (Independent Consultant) in the IPOs of media and telecoms companies. MPA hosts and operates APOS, the leading annual summit for Asia’s TMT industry with global impact.
Read more: Meta tops rank on ad effectiveness in Southeast Asia, Kantar study finds
Kartikeya Tiwari Appointed as Creative Digital Partner for FCB Group India
Mumbai, India – July 24, 2024 – FCB announces the appointment
Kartikeya Tiwari, who previously served as the National Creative Director (NCD) at FCB Kinnect, has been pivotal in shaping groundbreaking creative solutions and driving the agency’s digital agenda. His leadership and creative vision have been instrumental in delivering award-winning campaigns such as ‘Vigil Aunty’ for HDFC Bank, ‘Chatpat’ for SOS Children’s Villages of India, Brave New Art for Lenovo, etc, setting new industry benchmarks.
Commenting on this appointment, Dheeraj Sinha, FCB Group CEO, India & South Asia, said, “Kartikeya’s appointment as Creative Digital Partner is a strategic move to enhance our new-age digital capabilities further. This appointment reflects the agency’s commitment to staying at the forefront of the industry and delivering cutting-edge and future-forward solutions that meet the evolving needs of our clients.”
“This role is a very interesting challenge in my career. I’m very excited to bring new-age creative thinking and techniques to the table for a very diverse set of FCB brands. I hope we can create impactful and purposeful work together. Our creative capabilities, coupled with our strong foothold in digital, are a recipe for impact I’m eager to cook for our clients,” said Kartikeya on his appointment.
Read More: FCB Kinnect elevates Elstan Rebello to Executive Vice President – South (Branch Head)
Madison World is Now Certified as One of the Happiest Places to Work
Mumbai, 24 July, 2024: Madison World proudly announces its recognition as one of the happiest places to work. This certification comes after an extensive Happiness Dialogue involving over 900 employees across various divisions, including Media Planning, Buying, Digital, PR, Outdoor, and Sports Marketing. With a participation rate of over 82 percent and a completion rate of 86 percent, the dialogue revealed exceptionally high scores in Gratitude, Courage, and Freedom.
These high scores underscore the positive sentiments of employees towards the organization, highlighting their appreciation for the company’s efforts, the ease of expressing themselves at work, and the significant autonomy and freedom they enjoy within the organization.
Sam Balsara, Chairman of Madison World, remarked, “We are incredibly honored to receive this certification. It reflects our commitment to creating a supportive and empowering work environment where our employees can thrive. Their positive feedback on gratitude, courage, and freedom speaks volumes about our collective efforts to make Madison World a truly happy place to work.”
Raj Nayak, Managing Director, Happiest Places to Work added, “Madison World has set a new benchmark in the advertising industry by prioritizing employee happiness and well-being. Their impressive scores in Gratitude, Courage, and Freedom reflect a culture of appreciation, openness, and empowerment. We are delighted to certify Madison World as one of the happiest places to work.”
In the past year, Madison Media has seen a remarkable trend with nearly 50 ex-Madisonites rejoining the company. This surge of returning talent reflects Madison’s nurturing work culture, strong leadership, and exciting opportunities for professional growth. The agency’s ability to attract back former employees speaks volumes about the positive experiences and impactful work environment Madison provides.
Madison World, for the last 36 years has been helping clients solve their marketing challenges to generate sustainable profits. With specialized offering in Media (Digital, TV, Print, Radio, Cinema, Outdoor and Activation), PR, Creative & Sport, the agency has helped brands thrive in the Indian market and achieve their objectives, whether it is increase in market share, increase in penetration, increase in profits or launch of a new brand. Madison World has a client roster across its Units of almost 500 clients and an employee strength of 1,300 employees with 650 in Digital.
Happiest Places to Work is an esteemed organization dedicated to recognizing and promoting workplaces that prioritize employee happiness and well-being. Their rigorous certification process evaluates various factors contributing to a positive work environment, ensuring only the most deserving companies receive this honor.
Read More: Pallavi Patil Rejoins Madison Media as VP – Insights & Strategy
2024 Union Budget Signals a New Era for Indian Sporting Excellence and Youth Development
The 2024 Union Budget marks a significant milestone for Indian sports, with an unprecedented allocation of ₹3,442 crores (announced in the interim budget in February). This funding underscores the government’s commitment to enhancing sports infrastructure and nurturing grassroots talent. The increase in funding for the Khelo India program, from ₹880 crores to ₹900 crores, aligns with our vision at STAIRS Foundation of building a solid foundation for sports at the grassroots level. As the Paris Olympics approaches, this enhanced support will boost our athletes’ preparation and morale.
Notably, the budget also emphasizes the development of sports facilities in Bihar and general infrastructure development in other states, a part of which is likely to boost local sporting infrastructure and support young athletes.
Additionally, the focus on youth and skill development is commendable. The plan to skill 20 lakh youth over five years, with a central outlay of ₹2 lakh crore, reflects a strategic investment in the future workforce. This initiative highlights the role of sports in fostering inclusivity and providing opportunities for the younger generation.
We keenly await the potential of the new twelve-month Prime Minister’s Internship, which offers a monthly allowance of ₹5,000 to youth aged 21-24 who are neither employed nor engaged in full-time education. This initiative will be cost-shared: the government will cover ₹54,000 annually per intern plus ₹6,000 for incidentals, while companies will contribute ₹6,000 from CSR funds for monthly allowances and bear the training costs. We believe that this can have a cascading impact on the all-round development of youth.
The budget’s forward-thinking approach has also opened up avenues for public-private partnerships to further elevate sports infrastructure and training. We applaud the government’s commitment and look forward to leveraging this momentum to build a robust sports ecosystem in India.
Uniting for Good: UM Closes 100+ Offices Worldwide for Annual Impact Day
Dubai, UAE – UM, a global media agency network of IPG Mediabrands, celebrated its seventh global Impact Day, under the theme, “ONE Day, ONE UM, ONE Better World.”
Launched in 2016 under UM’s corporate social responsibility unit, Better World, Impact Day reflects the agency’s commitment to its core values of community, curiosity, and courage. UM employees participated in activities around three Impact Day pillars:
- Equity – Acts of service that directly impact underserved communities.
- Sustainability – Acts of service that directly impact our planet, locally or globally.
- Wellness – Acts of service that directly impact the well-being of another person’s physical or mental health.
“UMers from all over the globe look forward every year to volunteering as one connected team for our beloved Impact Day tradition,” said Andrea Suarez, Global CEO, UM. “Our theme this year, ‘ONE Day, ONE UM, ONE Better World’ highlights the incredible impact we can have when we harness the power of our collective action to give back to the communities in which we live, serve, and flourish.”
MENAT Impact Day Highlights:
On Thursday, July 18, UM offices across MENAT closed for half a day to engage in impactful volunteering activities with local charities, NGOs, and community organizations:
- UM UAE: Partnered with Al Jalila Children’s Specialty Hospital, wrapping and distributing gifts to in-patient children as part of the hospital’s “Wheels for Happiness” program and organizing fun and engaging activities for outpatient kids.
- UM Kuwait: Brought joy and emotional support to children at a local orphanage, engaging them with drawing and playful activities, complemented by a live popcorn and snack station.
- UM Qatar: Distributed refreshments, including water, juice, and fruits, to hardworking delivery drivers, security personnel, and valets during the peak of summer.
- UM Lebanon: Supported Les Restaurants du Coeur, which provides meals for the elderly, and AFEL (Association du Foyer de l’Enfant Libanais), which aids children facing abuse and delinquency. The team distributed nutritious meals and provided live entertainment, including games and dancing.
- UM Egypt: Partnered with Resala, a charity serving orphans, the elderly, street children, and people with special needs. The team packed and gifted mental and intellectual toys for special needs kids, along with snacks.
Through heartfelt interactions, engaging activities, and thoughtful gift-giving, UM MENAT brought joy and comfort to their local communities, making a significant positive impact on countless lives.
The first Impact Day took place in the U.S. in 2016 and expanded globally in 2018 to 50 offices in 40 countries. Now, UM employees from over 100 offices and 50 countries participate in Impact Day activities, sharing their experiences on Instagram, Facebook, and LinkedIn using the hashtags #UMBetterWorld and #UMImpactDay.
Read More: Lodestar UM Collaborates with LGBTQIA+ Owned Businesses for Impact Day
Pallavi Patil Rejoins Madison Media as VP – Insights & Strategy
Mumbai, 22 July, 2024: Madison Media, a unit of Madison World, is delighted to announce the return of Pallavi Patil as Vice President – Insights & Strategy. In her new role, Pallavi will report to Vikram Sakhuja, Group CEO of Madison Media & OOH.
With over 19 years of experience in data science, insights, and strategic planning, Pallavi brings a wealth of knowledge and expertise. She previously spent six years at Madison and has also worked with leading companies such as Kinetic Worldwide, Nielsen, and Kantar TNS. Before rejoining Madison, Pallavi was associated with Dentsu – Posterscope. Her impressive portfolio includes handling renowned brands like Heinz, UTI Mutual Fund, Citibank, Vodafone Idea, MTS, Cadbury, Tata Motors, Audi, Levi’s, Samsung, Diageo and Google.
Vikram Sakhuja, Group CEO, Madison Media & OOH, said, “We are thrilled to welcome Pallavi back to the Madison family. Her extensive experience and strategic expertise will be instrumental in driving innovation and delivering exceptional value to our clients.”
Pallavi Patil, VP – Insights & Strategy, remarked, “I am excited to rejoin Madison Media and look forward to contributing to our clients’ growth and success through data-driven strategies and insights. It feels wonderful to be back and collaborate with such a talented and dedicated team.
Ampverse DMI Partners with Orangutan in Multi-Year Deal
National, July 22, 2024: India’s largest Collegiate Esports and Gaming IP, College Rivals, owned by Ampverse DMI, has forged a strategic alliance with Orangutan, a leading esports organization in India. College Rivals, remains committed to offering professional gaming prospects to college students and has awarded its inaugural professional gaming contract to Sahil Nagpal, a student from Jalandhar, Punjab.
He demonstrated his prowess during the Season 1 representing the potential and caliber that this College IP aims to tap, cultivate and unearth as part its commitment to foster grassroot esports talents and provide them with a life changing platform and experience.
Joining Orangutan’s Academy BGMI team, Sahil Nagpal’s achievement not only fulfills his dream of becoming a professional player but also serves as inspiration for millions of others.
Orangutan had tried out all the 8 BGMI College Rivals Finalists from Season 1 through a trial and Sahil was chosen on the basis of his in game skills game sense and overall team work
While College Rivals will continue to empower college gamers, paving their path towards professional success in Season 2, the chosen players will also get a shot at playing for Orangutan as part of this strategic multi year partnership.
Ashwin Haryani, Country Head of Ampverse DMI, India revealed the importance of the partnership, “Ampverse DMI and Orangutan are embarking on a holistic partnership. They understood the concept of us building a talent hunt and making sure the top winners are given a platform to perform at a national and international stage. Beyond competition, our alliance also aims to enrich the esports ecosystem with an exclusive BGMI Team, a merchandise line and brand presence on the jersey of the team, every time they step out to play.”
As part of this partnership, Ampverse DMI and Orangutan will jointly co-own Rivals Ape X, a youth team beginning with a BGMI lineup that will include at least one player from every College Rivals season moving forward. Rivals Ape X, featuring some of the nation’s exciting up and coming players will aim to dazzle nationally and internationally in BGMI tournaments.
As part of the selection process, Orangutan had tried out all the 8 BGMI College Rivals Finalists, from Season 1 through a trial and Sahil was chosen on the basis of his in-game skills, game sense and overall team work.
Jai Shah, Co-Founder of Orangutan, expressed his enthusiasm about the initiative, “I am incredibly excited to introduce Rivals Ape X, our Academy Esports Team, in collaboration with Ampverse DMI and College Rivals. This collaboration marks a significant step in our mission to nurture and develop young, hungry talent, providing them with a bigger platform to showcase their skills. Together with Ampverse DMI, we aim to create a pathway for the next generation of esports champions and build a community where passion, skill, and ambition can thrive. Together, we’re setting the stage for the future of competitive gaming.”
College Rivals Season 2 will see 50+ colleges participating across 22 cities in both offline and online competition format. Any college student from Pan India can register and compete as the preliminary competitions have already been rolled out from July 15 along with diverse entertainment experiences tailored for college students including opportunities to become college ambassadors, purchase exclusive College Rivals merchandise and other interesting initiatives in a groundbreaking gaming format never seen before in India.
The competitions will take place for three gaming titles—BGMI, Valorant, and EA FC 24—with the grand finale being played in February, 2025. The winners from monthly qualifiers will compete in a grand finale for the ultimate battle and a prize pool of up to ₹50,00,000 along with the contract.
Read More: EssenceMediacom India Promotes Averill Sequeria to Chief Strategy Officer
EssenceMediacom India Promotes Averill Sequeria to Chief Strategy Officer
22nd July 2024, Mumbai: EssenceMediacom, GroupM’s media agency, today announces the promotion of Averill Sequeria to Chief Strategy Officer in India.
Averill, with more than 20 years’ experience, has most recently overseen the Creative Futures team at EssenceMediacom India, advocating innovative initiatives and cultivating a forward-thinking culture. Her wealth of experience and deep understanding of the marketing industry, coupled with her data-driven and collaborative approach, uniquely qualify her to steer the strategic direction of the agency. Averill is committed to a consumer-centric approach, focusing on growth, optimising ROI, and strengthening the brand.
Navin Khemka, CEO – EssenceMediacom South Asia said, “Averill’s appointment as Chief Strategy Officer at EssenceMediacom India embarks on a new phase of creative strategies and growth, highlighting our commitment to excellence in media strategy. She is a proven leader and change agent with an impressive track record of strategic innovation. With her vast experience, we are confident she will drive significant progress and accelerate our ongoing success.”
Averill Sequeria, Chief Strategy Officer – EssenceMediacom India said “I have always been passionate about innovation and the vast varieties EssenceMediacom has to offer to its clients. I look forward to pushing boundaries with the agency’s inventive culture to ensure meaningful impact to our clients and businesses in this modern media ecosystem. I am thankful to Navin for believing in me and giving me charge to lead this agency of future.”
Averill will be based out of the Bangalore office and report into Navin Khemka.
