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
UM Australia Promotes Michael Mellington to Head of Media Planning
Melbourne, Australia – UM Australia has announced Michael Mellington’s promotion to the newly created position of head of media planning. The promotion will take effect immediately. He will work in Melbourne and report directly to Raj Gupta, UM’s chief strategy and growth officer.
The UM national media planning team will be headed by Mellington. He will manage the national planning team and attend to the media planning requirements of UM’s national clientele, focusing on clients located in Melbourne.
Mellington joined UM in 2016, having previously worked as head of partnerships in Melbourne.
Speaking about the promotion, Anathea Ruys, CEO, UM Australia, said, “We are very excited to have someone of Mello’s experience and capability fill this critical role in UM’s evolution. Exceptional media planning is a cornerstone of client success, and on a daily basis, Mello demonstrates his dedication to the craft of planning and his commitment to client growth. More recently he has worked tirelessly to establish and deliver a plan to uplift the craft for UM. With his leadership skills so apparent, the entire planning team – and our clients – will see his efforts come to life as we move forward.”
She added, “I am truly delighted Michael has taken on this new role and challenge and I am excited about what the future of media planning looks like for UM with him at the helm.”
Meanwhile, Mellington said, “I am a firm believer that the craft of planning in our industry is pivotal to client growth and needs a renewed focus, so I am thrilled to take on this new challenge working with the incredible talent that is across our national team. My aim moving forward is to balance our approach of people and data to unpack the full spectrum of creative media solutions to drive tangible client outcomes. With the fast-paced evolution of our industry, this is the perfect time for UM to take a market leading stance and I’m honoured to lead this charge with our planning community.”
Read More: UM MENAT Appoints Susana Tsui Fitzpatrick as CEO UM UAE
Pernod Ricard Appoints Carat to Handle Media in Europe Entities
Pernod Ricard, world number two in wines and spirits, and dentsu have extended their strategic partnership following a competitive pitch earlier this year. Appointing Carat, a dentsu company, as the Pernod Ricard media planning and buying partner for its Europe Entities, as well as strengthening the existing relationship with dentsu media agency, iProspect, in Spain.
Eric Benoist, Global Chief Marketing Officer for Pernod Ricard, comments:
“After evaluating the needs of the Pernod Ricard Europe Entities, we decided to transition to Carat as our media partner, progressively onboarding across markets starting July 2024. Carat will focus on strengthening media strategies and efficiencies to drive audience engagement across our renowned brands. We would like to thank GroupM, Havas, Omnicom and MG for their contribution during the last several years.”
Leanne Banks, Pernod Ricard UK Marketing Director, said:
“We are excited to see all the synergies that a regional agency can bring us, particularly in this complex media landscape, where we are all fighting for share of attention. In the UK, Carat impressed us with their clarity and focus on collaboration and we are looking forward to working with them. A huge thanks also to MG, our incumbent agency, who could not pitch due to conflicts within the network. MG have been fabulous partners to Pernod Ricard UK over the past three years, and we wish them well.”
Fiona Lloyd, Global Client and Brand President, Carat commented,
“Pernod Ricard and Carat share an obvious passion for craft underpinned by innovation, and it is from this shared vision that we hope to strengthen and evolve together. As a part of dentsu’s media network, we’ll draw upon the knowledge and resources around the globe, as we look to expand upon our existing footprint with Pernod Ricard. I’d like to thank the teams on all sides for their commitment over the last few months and look forward to getting started.”
Human behavior and culture lay at the heart of Carat’s Designing For People approach, pioneering in media to build modern businesses, by getting brands closer to the people that matter. Carat will work with Pernod Ricard’s extensive portfolio of renowned brands including Absolut Vodka, Beefeater Gin, Ballantine’s, Chivas, Jameson, among others, with a staggered roll-out beginning in July.
Read more: Dentsu Expands Business Transformation (BX) Services Globally to Support Client Transformation
Sainsbury’s Expands a Three Decade Agency Relationship, Consolidating All Media Planning and Buying with PHD
Following a UK media planning and buying review, Sainsbury’s has appointed PHD to its integrated media planning and buying remit for the next three years. PHD UK has been a media agency partner of Sainsbury’s for the past 28 years and it will now expand remit to oversee all media planning and buying operations on behalf of Sainsbury’s.
Radha Davies, director of marketing, brands, planning and creative at Sainsbury’s, said:
“We believe PHD is the right partner to help us deliver on our strategic objectives over the next three years. Throughout the process the agency was able to articulate a compelling case for a single agency model and embedded this in innovative, insight-based, holistic media planning.”
Ali Reed, CEO, PHD UK said
“PHD and Sainsbury’s is one of the industry’s most enduring client/agency partnerships. But it’s a partnership looking to the future, not the past. Our integrated agency as a platform model will deliver a data-driven approach to growth that connects every part of the customer journey – helping Sainsbury’s out think, out pace, and out grow the competition.”
Read more: Omnicom’s PHD Secures Integrated Media Mandate for OPPO
Sumbul Khan Joins Virtue Worldwide as Business Lead – India Market
Sumbul Khan is the new Business Lead for the India Market at Virtue Worldwide, a cutting-edge creative firm supported by VICE Media Group. Virtue demonstrates its resolve to increase its influence and footprint in the Indian advertising market with this calculated move.
Sumbul Khan joins Virtue Worldwide as Business Lead – India Market
Sumbul joins Virtue Worldwide with over 19 years of distinguished experience creating creative advertising solutions for a wide range of clients. Her passion for brand building and strategic insight fit in perfectly with Virtue Worldwide’s goal of finding genuine cultural voices.
Sumbul’s previous endeavors
Sumbul held important positions at JWT, McCann, Leo Burnett, Mindshare, Wunderman International, and Lowe Lintas before joining Virtue Worldwide. Her broad range of expertise includes branding, media planning and execution, mainline and digital advertising, and travel, retail, mobile, technology, telco, CPG, and quick commerce. She had previously worked as a Client Partner for Mindshare from April 2018 to September 2021. Khan held the position of AVP at J. Walter Thompson Worldwide from 2016 until March 2018.
The agency claimed that Khan’s strategic understanding and enthusiasm for brand development are a perfect fit with Virtue’s objective to find genuine voices at the core of culture. Khan has created inventive advertising communication solutions for a wide range of clients, from multinational behemoths to up-and-coming startups.
Read More: Saumya Baijal Appointed as Director-Brand Strategy by Virtue Worldwide
Virtue Worldwide’s achievements
Virtue Worldwide has created globally resonant, award-winning campaigns in partnership with leading brands such as Diageo, poppi, Delta, Vanguard, P&G, H&M, Volkswagen, McDonald’s, and Red Bull. They are renowned for their creative projects, which include Dove’s Dear Future Dads, Weedmaps’ Museum of Weed, and Backup Ukraine. Virtue, which has operations in 17 cities across 13 countries, takes pride in its diverse workforce, which fosters innovation and creativity. Virtue Worldwide continues to produce compelling campaigns that influence culture under Sumbul’s direction.
Here’s what they said
Lesley John, managing director, Virtue APAC, shared her thoughts on Sumbul’s appointment, stating,
“Our team in India has tremendous talent, ambition and drive to make work that lives and breathes culture whilst driving business results for our clients, and in Sumbul we’ve found a leader who will support the team in continuing to foster thriving client relationships whilst driving growth for the agency. All of this, with what I’m starting to see as her signature leadership style – always laser-focused on effective outcomes, whilst unflappably calm and collected, with empathy above all else. I look forward to working closely with Sumbul to continue to build our culture and business in India.”
In response to her new role, Sumbul Khan, the newly appointed business lead, India Market commented,
“Super excited to be taking on this role at VIRTUE. The agency is its people and that’s what sets VIRTUE apart from other agencies. We don’t have unidimensional people here- we have storytellers, sports enthusiasts, theatre artists, poets, artists – cultural insiders in their own right. Empowered by our unique proprietary model, this powerful combination enables us to move at the pace of culture and place brands inside culture in credible, engaging and meaningful ways.”
Read More: AZK Media launches pure play video-content business ‘Customer Catalyst’
OMD Defends its Media Responsibilities for DFI Retail Group in APAC
Multinational advertising company OMD has effectively defended its media account for DFI Retail Group, a major pan-Asian retailer with locations in Singapore, Malaysia, Indonesia, and Hong Kong. After a competitive pitch, the agency will continue to handle its media responsibilities in APAC. The account, which is valued at almost $40 million, covers DFI’s subsidiary brands, including Mannings, Ikea, and Cold Storage.
OMD’s Media Duties for DFI Retail Group
During the pitching process, OMD was up against Mindshare, Dentsu, Publicis, and Mediabrands. With $1.2 billion in billings from 122 accounts, the agency led the global advertising agency rankings for new business activity from January to August 2023. This year, the agency has been extremely successful. In 2019, DFI Retail gave OMD its media mandate for the first time. Most recently, Bacardi, a spirits company, awarded OMD the global media account. After a competitive review, British fashion house Burberry also selected it in December 2022 to handle its worldwide media planning and buying responsibilities.
Read More: Amazon Ads and IPG Mediabrands Ink 3-year Deal for Upcoming Prime Video Ads
OMD’s recent wins
One of its most recent victories was the $187 million global account for the biggest privately held spirits company in the world, Bacardi. Nevertheless, OMD also lost many significant accounts. For instance, the $30.8 million French spirits brand Remy Cointreau in China. Another account was the $6.7 million Australian pharmaceutical company (a confidential client).
DFI Retail Group Collaborations
However, DFI Retail Group awarded M&C Saatchi Singapore a three-year contract with a one-year optional extension. The contract covered both Singapore and Malaysia in October 2022, capping their regional social pitch. DFI’s account in Malaysia will be managed by M&C Saatchi Malaysia. M&C Saatchi Malaysia and Singapore will collaborate to handle the work under the two verticals of digital strategy and creative for DFI’s SEO, social media, and electronic dance music initiatives. The account is already under work.
Read More: Wavemaker Defends the Media AOR For L’Oréal in Thailand
Dentsu India Appointed As BharatBenz’s Integrated Communication Partner
Dentsu India is now an official partner of BharatBenz for integrated communications. Daimler Truck AG (“Daimler Truck”) owns all of BharatBenz, the truck and bus brand of Daimler India Commercial Vehicles. Dentsu India will fulfill the mandate by offering BharatBenz end-to-end communication solutions. The account was awarded to the network after a multi-agency pitch.
Integrated Communications Partnership
Digital content, creative campaigns, and brand strategy will be developed by Dentsu Creative. Dentsu X will simultaneously be in charge of the brand’s media planning and buying for both traditional and digital media.
Read More: Exploring Ad Landscape Shifts: In conversation with Deepika Bansal from Dentsu X
Here’s what they said
Siddharth Kirtane, Associate Vice President, Marketing – Daimler India Commercial Vehicles (DICV) said,
As we step into the second decade of BharatBenz, we looked for a strategic partner who could collaborate and resonate with the ethos of our brand. With dentsu, we found a team that is passionate, enthusiastic and eager to learn the nuances of our business. We look forward to this great partnership that will take the BharatBenz brand to the next level.
Indrajeet Mookerjee, President, Dentsu Creative added,
We are extremely honoured to win the coveted mandate for BharatBenz – a highly reputed truck and bus brand from Daimler India Commercial Vehicles. In the last 10 years of BharatBenz’s journey in the Indian market, it has clearly carved its position and achieved superiority in heavy-duty truck segments. We are looking forward to partnering with the brand in its next phase of growth.
Jose Leon, Chief Executive Officer, dentsu X commented,
It is an honor to partner with BharatBenz, a brand that stands for quality, reliability, and efficiency in the Indian commercial vehicle industry. We are confident that our integrated approach and data-driven solutions will help the brand achieve its business objectives and make BharatBenz customers even more successful. This collaboration marks the beginning of an exciting journey, and we look forward to contributing to the continued success of BharatBenz.
Read More: Dentsu India Designs Future-Ready Performance Marketing Powerhouse
Exploring Ad Landscape Shifts: In conversation with Deepika Bansal from Dentsu X
The accomplished AVP Investment at Dentsu X, Deepika Bansal, discusses her professional background in the transitioning field of digital marketing. With more than 15 years of experience, she leads us on an exciting journey through the world of advertising.
In this exclusive interview, she discusses embracing changes, emerging technologies, and adaptability from her point of view.
With a career journey spanning different brand categories over the last 15 years, can you tell us more about your trajectory and your experience as the AVP Investment at Dentsu X?
Fortunately, I’ve gained extensive experience across diverse brand categories like FMCG, BFSI, Retail, and e-commerce. Auto, in particular, has been a thrilling space that provided me the chance to work with Dentsu. My journey with Dentsu commenced in 2017, initially focusing on a prestigious Auto client and gradually expanding to handle multiple other key accounts. The experience with Dentsu has been a blend of challenges and enrichment, contributing to both professional and personal growth. Currently, I lead the offline buying vertical for Dentsu X. Embracing change, I’ve diversified into digital, integrated, and influencer marketing campaigns. The team’s dedication is underscored by accolades, with a recent ‘Gold’ at ACEF for the #drivenbysafety campaign, recognized for the most admired social message and best use of Celebrity. Reflecting on these achievements, they not only affirm our work but also inspire us to continue pushing boundaries.
Has your experience in the other fields influenced your strategy-making decisions in your current role?
In my current role, my experience in other fields has proven invaluable in shaping my decision-making strategy. I draw on lessons learned from past experiences to make more informed and well-rounded decisions. This broader perspective enables me to consider different approaches and adapt to various situations effectively.
How do you make sure that the investments you make for media planning are sustainable and help in achieving marketing objectives?
I always believe that media investments are not just about spending money but about achieving specific outcomes that support the overall marketing objective. Data is the key to success. I always make sure that investments are planned based on data and analytics, considering the campaign objectives—awareness, consideration, lead generation—and allocating budgets accordingly. We always focus on cost-effective solutions for clients and ensure ethical practices in advertising.
What are your thoughts on the rise of digital media? Do you think it diminishes or undermines the value that traditional media brings?
The rise of digital media has certainly transformed the media landscape, providing great accessibility, immediacy, and interactivity, but it also raises concerns over credibility. Traditional media still holds value in terms of rigorous journalism, making it one of the most credible sources. Lately, traditional media has been very innovative, keeping up with trends and technologies. The usage of QR codes and AI are recent examples that brands have incorporated through traditional media as well. So, I would say it is not about diminishing the other but rather complementing each other in an evolving media ecosystem.
What is the most memorable campaign you have carried out and what strategies did you deploy to ascertain that it was successful?
We have executed several good and successful campaigns over the years, and one notable example is “Maruti Suzuki’s #driven by safety.” The key objective was to educate and remind consumers of road safety rules that are conveniently forgotten while driving, while also highlighting Maruti’s safety features in cars. We took an interesting but thought-provoking route, leveraging high-frequency exposure along with the use of celebrities to viralize the message. Additionally, we ran testimonials to build credibility. The results were amazing, and we garnered approximately 46 million reach through radio and social media.
How do you think the expansion of metaverse, AI, 5G technology, and other technological growth in India would revolutionize the advertising landscape?
It is revolutionizing the advertising landscape in many ways. AI can analyze user data and behavior, which is helpful in personalized advertising experiences and also helps advertisers gain deeper insights into customer preferences, enabling more targeted campaigns. 5G enables low-latency interactions and real-time engagement between brands and users in the metaverse, enhancing effectiveness. All of these factors are providing an interactive advertising experience and potentially increasing conversions.
Can you tell us about the research methodologies Dentsu X undertakes to ensure that the media plans align with the marketing campaigns? Which of them is the most effective?
It’s always a point of pride to highlight that Dentsu boasts a range of tools dedicated to understanding consumption habits and audience passion points, and intricately profiling audiences in a manner that is both robust and future-proof. This capability empowers us to plan with precision, adopting a truly targeted and strategic approach. Notable tools include:
CCS: Capturing demographics, psychographics, brand behavior, and touchpoints.
CCS Planner: Leveraging media optimization tools based on business KPIs, integrating the consumer decision journey within the category, and assessing the influence of media touchpoints.
Dentsu Marketing Cloud: Generating real-time insights into consumer behavior in the digital realm.
Dentsu Intelligent Dashboard: An automated intelligent dashboard that comprehensively tracks both our own and competitive activities across various mediums.
Scenario Planner: Facilitating media optimization based on business KPIs, supported by extensive Marketing Mix modeling.
Each tool holds its unique importance and relevance, contributing to our ability to tailor strategies effectively based on specific marketing objectives.
What advice would you give to the upcoming young professionals who are seeking to enter the advertising field?
Always be ready to learn, experiment, and adapt yourself to the changing environment. Keep up with industry trends, emerging technologies, and changing consumer behavior. Last but not least, strengthen your professional network.
Emarat Partners with PYXIS EVENTS for Digital Signage Advertising
Emirates General Petroleum Corporation – Emarat, a well-known supplier of premium fuel and services to numerous customers in Dubai and the Northern Emirates, has announced a ground-breaking collaboration with PYXIS EVENTS LLC. It is a dynamic 360-degree event and brand management firm with headquarters in Abu Dhabi and a division of Palms Sports PJSC. This strategic alliance marks a key turning point in the industry leveraging DOOH advertising opportunities at Emarat stations.
Insights into the partnership
This collaboration with PYXIS EVENTS LLC represents a significant turning point for the industry. PYXIS will now be in charge of media planning and management for a vast network of digital signage located at Emarat stations and throughout the network of service stations. The partnership intends to take advantage of the changing advertising landscape by utilizing digital signage to its fullest potential and providing businesses with tailored advertising solutions.
Digital Signage Revolution
This groundbreaking alliance promises to reinvent advertising in the United Arab Emirates. Furthermore, it establishes new benchmarks for the sector in light of the rapid development of digital technology. It also creates the necessity for companies to connect with their target consumers in creative ways. Both Emarat and PYXIS EVENTS LLC bring their knowledge and dedication to providing excellence. As such, the future of DOOH advertising at Emarat service stations looks promising with limitless opportunities for brands and advertisers. This groundbreaking cooperation promises to reinvent advertising and completely transform how companies interact with their target markets.
Read More: Moving Walls Teams Up with Place Exchange for Global DOOH Inventory
Here’s what they said
Ali Bin Zayed Al Falasi, Senior Manager of Corporate Loyalty at Emarat said,
We are excited to welcome PYXIS as our media partner for our ambitious digital signage project. In today’s digital age, businesses are embracing technological solutions to enhance their operations and services, driving efficiency and productivity. We look forward to collaborating closely with PYXIS to unlock the full potential of Emarat’s service station reach, generating new revenue streams for all stakeholders.
Mukhles Odeh, General Manager of PYXIS states,
This strategic partnership with Emarat will not only expand PYXIS’ product portfolio but also empower us to offer comprehensive solutions to our clients. This encompasses resilient and effective digital solutions that invigorate their brands and amplify their strengths.
About Emarat
Since its founding in 1980, Emarat has been a mainstay of the UAE’s petroleum business, offering high-quality fuel and services to millions of customers. Emarat has high ambitions for additional growth across the nation and is committed to delivering great client experiences. As of September 2023, their network has grown to 130 service stations. Emarat also actively participates in the delivery of gas, natural gas, and aviation fuel while upholding the highest levels of customer service and moral conduct in accordance with regional, national, and international environmental, health, and safety norms.
About PYXIS
The well-known 360-degree events and brand firm PYXIS EVENTS LLC is headquartered in Abu Dhabi. PYXIS specializes in understanding client goals and producing unforgettable events from conception to execution. It offers customized event and production solutions. A customer-centric specialist team at PYXIS, a division of Palms Sports PJSC, creates meaningful connections and transforms experiences that provide events and brand interactions with a lasting impact.
Read More: Hivestack partners with Up Media to Expand Thai DOOH Market Share
