Tribes Communications Names Yasmeen Mishra as President and Head, Mumbai
Tribes Communications has named Yasmeen Mishra to lead their Mumbai office. Yasmeen will be leading business operations and strategic initiatives for the western region across units in her new role, which will further Tribes Communications’ market leadership. For the previous three years, beginning in June 2021, she had been employed part-time as Marketing Director at Art1st in addition to her independent consulting work with brands and marketers.
Tribes Communications hires Yasmeen Mishra to lead its Mumbai Office
Yasmeen brings a wealth of knowledge and experience from her more than 24 years of extensive experience in marketing leadership across a variety of industries, including media, CPG, and retail. Yasmeen has a track record of success in developing and growing brands, launching and growing businesses, integrated marketing communications, and accelerating revenue growth through smart alliances.
Having said that, Mishra will be in charge of leading business operations and strategic initiatives for the western regions across units in her new position at the fully integrated agency. She will also be tasked with expanding Tribes Communication’s market presence.
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Yasmeen’s glorious endeavours
Yasmeen has spent most of her career learning how brands and businesses have stories to tell their customers. This understanding has carried with her from her internship at Discovery Channel to her current position as head of marketing for retail, CPG, and media brands. She has since learned how to develop brands through compelling narratives as a result of this.
Yasmeen held several important leadership roles at agencies like HT Media, Fever 104 FM, Louis Phillip, Tommy Hilfiger, Pernod Ricard, and others before joining Tribes Communications. In these roles, she oversaw diverse teams and carried out successful marketing campaigns for companies in a range of industries. In print, radio, digital, and social media, she has implemented strategic multi-media campaigns that have raised brand awareness, income, and profitability. In India and the Middle East, Yasmeen has led brand marketing strategies, developed brand extensions, and introduced new verticals and products.
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Here’s what they said
Expressing her excitement about joining Tribes Communication, Yasmeen stated,
“In an age where consumer attention is a scarce resource, Tribes has led the way, enabling a multitude of brands to establish profound connections with their consumers through its diverse media solutions that blend creativity, technology, and innovation. I’m deeply excited to be part of this journey, working alongside the dynamic Mumbai team to help Tribes scale even greater heights.”
Welcoming Yasmeen, Gour Gupta, chairman, Tribes Communications exclaimed,
“I am happy to welcome Yasmeen to Tribes. With her rich experience in strategic thinking and client delivery, she’s poised to elevate our integrated business efforts across all units. Her alignment with our core values centered on people and culture only reinforces her potential to make a significant impact. Collaborating closely with our unit CEOs, Sanjay Shukla, Rahul Kakar, and Partho Ghose & the HR team, I have no doubt that Yasmeen will play a pivotal role in driving our organizational initiatives and shaping our future vision.”
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NODWIN Gaming Announces Partnership with Global Esports Federation As Portfolio Management Company
NODWIN Gaming, a South Asian gaming and esports company, announced a partnership with the Global Esports Federation (GEF) to serve as the Portfolio Management Company (PMC) for key global emerging markets in South and Central Asia, Africa, the Middle East, and parts of Southeast Asia. Through the use of its knowledge and position as a leader in emerging markets across the globe, NODWIN Gaming hopes to drive the growth of gaming and esports globally, and this partnership represents a significant step toward that goal.
The GEF brings together the vibrant, constantly changing esports ecosystem, along with its diverse network of global impact partners and related industries. Since its founding in 2019, GEF has grown to include over 155 member federations, involving billions of #worldconnected athletes, players, and fans.
NODWIN Gaming partners with GEF to serve as PMC
Resolutely committed to its objective and universal principles, the GEF has developed into a genuine representative of the esports community, enhancing the sector’s legitimacy and reputation worldwide. In addition, the GEF contributes to the development of new technologies and user, fan, and brand experiences that foster innovation in gaming and guarantee the long-term viability of esports as well as boundless prospects that motivate the youth of the hyperconnected world.
NODWIN Gaming has now obtained exclusive rights to create and market GEF-licensed esports events in more than 20 countries, including India, Pakistan, Uzbekistan, Kazakhstan, Dubai, Bahrain, Jordan, Thailand, Vietnam, and the entire continent of Africa. This is due to the company’s strategic partnerships with major industry players and its track record of organizing gaming events and lifestyle festivals.
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Potential gaming partnerships
In addition to securing non-exclusive rights to host GEF-licensed events globally, NODWIN Gaming’s status as a PMC opens the door to beneficial partnerships between the company’s subsidiaries and key partners across the globe. With the recent acquisition of Ninja Gaming, based in Turkey, NODWIN Gaming is now prepared for projects in Turkey, the Middle East, and North Africa. Meanwhile, its powerful experiential marketing company Branded, based in Singapore, is focused on the Asia Pacific market. Through the agency’s European, endemic, and non-endemic networks, NODWIN Gaming will be able to take advantage of potential opportunities to develop GEF-licensed events in non-exclusive regions thanks to its equity investment earlier this year in Freaks 4U Gaming, a full-service gaming and esports agency in Germany.
Here’s what they said
Akshat Rathee, co-founder and MD of NODWIN Gaming shares his insight on the partnership with GEF, stating,
“The world of esports is evolving towards true global celebration of esports titles across the world. GEF truly epitomises the hopes and aspirations of all the developing world markets that NODWIN seeks to develop. We believe our partnership with GEF will bring the best of esports opportunities to the youth of the emerging world.”
Mario Cilenti, COO at GEF, commented on the partnership,
“We are thrilled to have NODWIN Gaming on board as our Portfolio Management Company for the South Asia, Central Asia, and Africa markets. Their capabilities and extensive experience make them ideal partners to advance the Global Esports Federation’s mission and further engage with esports communities across key growth regions.”
How Live Service Gaming is Taking Brand Marketing to New Heights!
In the realm of video games, live service gaming is one of the best ways to accomplish brand marketing. Brand marketing is now reaching new heights. One example is the cohesively developed strategy game “Star Trek Fleet Command” for PC and mobile devices by Paramount and Scopely. This December marks the fifth anniversary of “Star Trek Fleet Command”. In order to accomplish objectives and gather resources, players can interact with other players while exploring the virtual “Star Trek” universe in the game. Every month on the first Tuesday, the game receives a fresh batch of ships, characters, and other content. The majority of the game’s revenue comes from in-game sales, and it is available for free to play.
What is live service gaming?
The term “live service gaming” describes techniques used to continually provide players with events, updates, and new content over a prolonged period of time. It seeks to hold players’ attention and keep them playing longer. Through its immersion of players in the Star Trek universe and encouragement to discover other related content, including TV series, Star Trek Fleet Command acts as a kind of brand marketing. It seeks to pique the curiosity of current franchise fans while drawing in prospective new ones.
Star Trek Fleet Command – Prime example of a live service game
Even though in-game purchases allow “Star Trek Fleet Command” to make money, its main function is as an engaging means of brand promotion. Its main objective is to keep the interest of long-time Star Trek fans while also attracting new ones. Doug Rosen, Senior Vice President of Games and Emerging Media at Paramount, stressed the value of creating a passionate fan base that goes beyond the actual game. The game serves as a spark, enticing players to check out more “Star Trek” media, like the recently released series on Paramount+.
Not a revenue stream
Star Trek Fleet Command, however, is not a straight revenue play for Paramount. Rather, it is an especially captivating kind of brand marketing meant to pique the interest of ardent “Star Trek” fans as well as win over new ones. As evidenced by the fact that “Star Trek Fleet Command” has no in-game advertisements, any money made from the game is of secondary importance.
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Fan base
“Star Trek Fleet Command” has a devoted and active fan base, which is proof of its success. There are hundreds of thousands of daily logins and close to 20 million downloads. This indicates a large number of active players. With over 98% of players regularly logging in, the games have an impressive retention rate. 90 percent of players are in it for the long run, with the majority participating for at least a year.
Significant investment in live service gaming
The user base of “Star Trek Fleet Command” has increased, and it now encompasses more of the Star Trek universe. Scopely has made a substantial investment in growing the Star Trek Fleet Command team. It did so to maintain this kind of long-term involvement. The development team consisted of about fifty individuals when the game was released five years ago. Since then, the group has expanded to about 250 members.
Scopely’s commitment to live service gaming
The expansion of Scopely’s “Star Trek Fleet Command” team is indicative of the significant financial outlay required for live service games to maintain long-term user engagement. It’s difficult to replicate the feat of creating a live service game that can entice players to return for five years. Creating and managing live service games can require a significant financial commitment. Brands who are prepared to put in the work can reap great rewards. Moreover, not all brands opt for this strategy due to the associated costs and lengthy lead times. However, live service gaming has shown itself to be an effective brand marketing tool. This is particularly true for long-lasting and devoted fan bases of franchises like “Star Trek.”
Final words
Summing it up, live service gaming offers a revolutionary chance for brand promotion. One such game that captivates millions of players and fosters a strong bond with the Star Trek franchise is Star Trek Fleet Command. Brands can expand their reach, inspire fan loyalty, and open up new growth prospects by cultivating a devoted and active fan base.
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IKEA Chooses McCann As The First Global Brand Marketing Agency
Ingka Group, IKEA’s parent company has included a fresh, global agency agenda for all 31 countries where Ingka has operations. The IKEA brand will be strengthened worldwide as a result. After a comprehensive evaluation, the retailer brand has chosen McCann, the Madrid-based IPG agency network to be its advertising agency. Ingka Group’s Global Marketing Team will spearhead the partnership. Additionally, IKEA Spain’s Marketing Team will act as the operating team.
IKEA’s vision
The novel strategy is based on the idea that all people have the same fundamental needs. IKEA’s goal is to improve the quality of life for several people. It holds that all individuals need to sleep, eat, and spend time with their loved ones. With this strategy, they may set the tone and give the brand an opportunity to interact with people regardless of their culture, living situation, or age. Moreover, it will convey their ideas through international brand marketing campaigns.
IKEA Partners with McCann Worldgroup
IKEA wants to make its agency operations more efficient. The home goods chain selected McCann Worldgroup, thanks to the latter’s global philosophy of Truth Well Told. The concept aligns with IKEA’s mission of enhancing people’s daily lives. McCann Spain was appointed following the success of the partnership between the IKEA Global Marketing Team and the IKEA Spain Marketing Team. With McCann Worldgroup Spain as its center of operations, the agency will oversee IKEA retail for the Ingka Group. There will be 379 IKEA locations spread across 31 markets. The collaboration will begin in September 2023. The outcome of this alliance will be visible in the spring of 2024.
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IKEA’s Previous Partnerships
IKEA has long collaborated on marketing initiatives with several international agencies. Among these agencies were Ogilvy and Mother London. IKEA also collaborated with TBWA\Group Singapore in Southeast Asia for three years. The majority of the brand’s creative work feels within the agency’s control. It includes integrated campaigns, store opening campaigns, and digital and social communications. With the recent loss of Verizon’s account to Ogilvy in the United States still fresh in their minds, McCann’s victory in securing the IKEA business comes at the perfect time.
Here’s what they said
Licca Li, acting global marketing manager of Ingka Group said,
As one of the most trusted brands in the world, we have the responsibility to show how we are leading from our vision and purpose; that we are siding with the many through our affordable range and actions we take as a company for people and the planet. I am excited to see how this shift gives us the opportunity to connect to more people with a stronger voice.
Gabriel Ladaria, IKEA Spain’s marketing director added,
We are very excited that McCann has been finally chosen as winner, with us as the operating team. It makes us proud and serves as an acknowledgment for the work that has been carried out for the IKEA brand in Spain for years now. It also comes with the responsibility to build up and strengthen the emotional connection with consumers from all Ingka Group countries in a solid and consistent way, while leaning on the strengths that have shaped how we communicate at IKEA Spain and positioned the IKEA brand as the benchmark it is today.
Daryl Lee, Global CEO of McCann Worldgroup and McCann continued,
We are humbled and excited to be appointed as IKEA’s first global brand marketing partner. IKEA’s vision to create a better everyday life for the many people, based on universal truths, is perfectly aligned with our global philosophy of Truth Well Told. Our teams that collaborated around the world, brilliantly led by McCann Spain, cannot wait to launch an enduring brand platform that resonates globally and further builds IKEA’s leadership position in every market.
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