IPG Mediabrands Partnership with Adelaide Activates New Era in Media Quality Management
IPG Mediabrands, the media holding company within Interpublic Group announced today (April 25th, 2024) a new, global partnership with Adelaide, the leader in attention-based media quality measurement. The deal, brokered by performance marketing unit KINESSO, will provide all IPG Mediabrands agencies with access to Adelaide’s robust attention data across omnichannel ad supply.
Attention data is garnering increasing importance as a reliable indicator for media quality and supply management at a time when agencies and clients alike are seeking more transparency in an increasingly fragmented ecosystem. The collaboration will offer IPG Mediabrands access to new data to inform media planning, attention measurement for campaigns across a wide variety of channels including television, digital, social, in-platform custom bidding algorithms, and activation on Adelaide’s high-attention auction packages provided through leading SSPs. Not to mention, the use of Flight Control – Adelaide’s just-launched planning tool that helps advertisers identify the optimal levels of media quality to drive consistent and predictable campaign performance.
“We are excited to join forces with Adelaide,” said Justin Wroe, US CEO at IPG Mediabrands. “This partnership will bring more accountability to our clients’ campaigns at a time when they’re seeking more granular data and insights as they navigate an ever changing, fragmented landscape. Adelaide’s offering will advance our data & tech capabilities and shape performance like never before.”
“Our global partnership with IPG Mediabrands is the culmination of years of research, collaborative efforts, and a shared commitment to redefining media quality measurement and advertising effectiveness. It builds upon our work with agencies like Mediahub, who have been at the forefront of attention measurement, working with our teams to demonstrate the tangible impact of our AU metric on brand outcomes,” said Marc Guldimann, CEO of Adelaide.
“Through this collaboration, IPG Mediabrands can integrate precise attention data into all areas of its practice, from measurement and planning to optimisation and activation, empowering its agencies to deliver superior outcomes across their diverse client portfolios.”
Publicis Groupe’s Ekin Caglar Joins T&Pm as Global CTO
Image Credit: More about advertising
Publicis Groupe’s head of agency technology, Ekin Caglar, has joined T&Pm as global chief technology officer (CTO). Intending to put “AI at its core,” The&Partnership and mSix&Partners merged last month to form T&Pm. This is the first significant hire since then.
Ekin Caglar joins as Global CTO at T&Pm
With eight years of experience at Publicis Groupe, including time at BBH, Caglar is well-suited to accomplish just that. He has also worked at Boots and the Bank of England on digital strategy. In his new position, he will be in charge of all technology operations, maintain communication between the media and creative departments, and ensure that the agency is utilizing new technological advancements. Caglar will collaborate with newly promoted global chief performance officer Caroline Reynolds and global chief innovation officer Oliver Feldwick (who also leads AI and creative effectiveness technology for WPP’s Studio X for The Coca-Cola Company).
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Here’s what they said
Ekin Caglar said,
“T&Pm’s vision to be a new type of agency positioned to deliver solutions in an AI-shaped world, while providing an amazing experience to its customers, is refreshing. To do that it has to not only streamline its operations with technology, but also augment every part of it with AI. I am very excited to join T&Pm to realise this ambition. It’s big, it’s bold, and it is absolutely what our industry needs.”
Jack Swayne, partner added,
“AI now influences every part of the models we build for clients as well as our own operations and ways of working. The experience and capabilities of Ekin, Caroline and Oli will bring together our media, creative and experience capabilities with cutting edge AI powered technology to deliver against our clients marketing ambitions. They are all outstanding leaders and we’re thrilled to welcome Ekin to T&Pm as we accelerate our business’s global expansion.”
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Goafest’24 To Be Hosted from 29-31 May at Westin Powai, Mumbai
The Advertising Agencies Association of India (AAI) and The Advertising Club (TAC) have decided to host Goafest 2024 and the ABBY Awards Powered By One Show 2024 in Mumbai with consideration for the upcoming Lok Sabha elections. This decision was made consciously and collaboratively. The festival’s 17th edition will be held at Mumbai’s Westin Powai from May 29 to May 31, 2024. The future editions of the festival will take place in Goa.
The advertising festival will take place in Mumbai
Mumbai’s Goafest will present the best in creativity, expertise, and networking for the media, marketing, and advertising sectors. The event, which attracts more than two thousand business professionals every year, was expected to see more participation this year, including from sponsors. The organizing committee of Goafest would like to thank all of the partners, participants, and stakeholders for their cooperation and understanding. The Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) reassure one another of their shared commitment to bringing the Goafest experience to Mumbai.
Here’s what they said
Prasanth Kumar, President of the Advertising Agencies Association of India (AAAI) and CEO of GroupM, South Asia, said,
“We’re excited to announce that Goafest is happening in Mumbai this year, despite a few logistical challenges. Our collective decision reflects our unwavering commitment to this esteemed event, which has evolved into a cornerstone platform for shaping the future of our industry. It’s become a vital platform for industry, becoming a nexus where industry leaders converge to explore, innovate, and chart the course for a progressive journey. We’re committed to maximizing participation, curating insightful sessions, and ensuring attendees leave with invaluable knowledge. Plus, mark your calendars: Goafest returns to Goa in 2025! Join us for an unforgettable experience at Mumbai Goafest 2024!”
Rana Barua, President of The Advertising Club and Group CEO of Havas India, South East and North Asia, commented,
“The ABBYs has always been a platform dedicated to recognizing and celebrating outstanding achievements in the advertising and marketing industry. We look forward to honoring the best work of 2023 at the ABBY Awards Powered by One Show 2024 this May, in Mumbai. With Westin Powai as the venue we are working towards putting together a dynamic agenda that will be announced in due course. We are grateful and thankful to the entire fraternity for their continued support and enthusiasm.”
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Leo Burnett Mumbai Announces New Appointments To Its Leadership Team
Leo Burnett Mumbai, a division of Publicis Groupe India, has announced the appointment of new members to its leadership team. The agency’s success and momentum will be leveraged, and the new leadership team will drive the company’s next phase of growth.
The leadership structure is built to support a culture of increased empowerment, quick decision-making, and the capacity to spearhead more of the cutting-edge client solutions for which Leo Burnett has become well-known. The newly appointed senior leadership of Leo Burnett Mumbai includes Saurabh Dahiya as head of strategy, Neetika Aggarwal as managing partner, and Abhimanyu Khedkar as managing partner.
Leo Burnett announces new leadership appointments
After working for Leo Burnett for 8.5 years, Abhimanyu Khedkar was elevated to managing partner. He has contributed to some of the most well-known brands in the Burnett portfolio, and numerous national and international platforms have honored his work. Leo Burnett’s success has been greatly attributed to his commitment and achievements over the years, and he will undoubtedly play a significant role in determining the agency’s future.
Neetika Aggarwal joins Leo Burnett Mumbai as a Managing Partner to strengthen the team’s connections, knowledge, and skills. Neetika has worked with some of the biggest Indian and international brands, such as PepsiCo Foods, Airtel, TOI, Microsoft, Nokia, LG, and IndusInd Bank, throughout her more than 20-year career. Aggarwal most recently worked for VMLY&R. Additionally, she oversaw some of Facebook’s largest digital interventions, such as the Instagram Love Runs Deep and Facebook Thumbstopper properties. Her most recent employment was with VMLY&R before joining Leo Burnett. She worked as Colgate Palmolive’s business and integration lead for a few years at WPP@CP before that, contributing experience in e-commerce, CRM, and FPD.
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As executive director and head of strategy, Saurabh Dahiya joined our team a few months ago. He has become an invaluable asset to the agency in a short amount of time, helping to hone its strategic creativity capabilities to propel growth and transformation for clients. With a career spanning the Middle East, South East Asia, and India in brand, digital, and customer experience strategy, Saurabh brings over eighteen years of experience. Leo Burnett’s client partners will benefit from Saurabh’s skill at using truth and talent to make brands relevant in shifting cultural contexts and business environments.
Changes in roles and responsibilities
Khedkar and Aggarwal will work together to oversee Leo Burnett Mumbai’s business operations, with Dahiya leading the strategic division. In his remarks on the leadership change, Amitesh Rao, CEO of Leo Burnett South Asia, emphasized the agency’s impressive track record and its position as a pioneer in cutting-edge client solutions.
Here’s what they said
Amitesh Rao, CEO Leo Burnett, South Asia shared,
“Leo Burnett Mumbai is one of the top creative agencies in the country today, having seen an incredible run of success in paving the way for new age solutions for its clients. It is also an agency with insatiable ambition and hunger, and the enhanced leadership team is at the vanguard of our future growth and glory. I am delighted to have Abhimanyu, Neetika and Saurabh – with their diverse strategic, corporate and client backgrounds – bring brilliant new perspective to our journey going forward.”
Read More: Dentsu Creative Names Abhijat Bharadwaj As Chief Creative Officer – Digital Experience
NIC Ice Cream Names Madison Media Ultra As Media AOR
Madison Media Ultra, a division of Madison World, has been named the official Media Agency on Record by Pune-based NIC Ice Cream. The agency will manage the account out of their Mumbai office. It will oversee all facets of the brand’s media, including digital, outdoor, and traditional.
NIC Ice Cream appoints Madison Media Ultra as Media AOR
NIC Ice Cream was co-founded in 2012 by Jeetendra Bhandari, Sanjiv Shah, and Raj Bhandari. With over 50 delectable flavors, NIC Ice Cream is available in 86 cities throughout India. The company lives up to its tagline, “Honestly Crafted.” It creates unique and seasonal ice creams using only milk and real ingredients. Furthermore, it makes sure no artificial flavors, coloring agents, and preservatives are used in the recipe.
Madison Media
According to RECMA, Madison Media, the biggest in-house communications agency in India, is currently ranked as the fourth largest independent media agency globally. With a Dominant Score, Madison Media has also been at the top of RECMA’s qualitative ranking chart for the past four years. The agency won 28 metals and the title of Media Agency of the Year at the DMAsia Echo and Sparkies Awards in 2023. The Agency took home 17 metals from GoaFest 2023 and finished third in the Media Abbys. The agency won TV Media Agency of the Year for the sixth time at the E4M Prime Time Awards 2023. In addition to garnering over 470 awards since 2020, the agency is also recognized by the Economic Times Brand Equity Ad Agency Reckoner as the Second Most Powerful Media Agency.
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Madison Media Ultra
Madison Media Ultra is a division of Madison World, the biggest in-house communication agency group in India, which was founded in 1988. Madison World serves a wide range of clients, including McDonald’s, Lodha, Asian Paints, Godrej, Marico, TVS, Raymond, CEAT, Pidilite, Bajaj Electrics, Jyothy Labs, and many more. Madison World served 500 advertisers last year through its 11 units.
Here’s what they said
Commenting on this new association with Madison, Jeetendra Bhandari, Founder, NIC Ice Creams, said,
“Our partnership with Madison Media Ultra will help us to further grow our media and business footprint as we embark on our growth journey. This is extremely exciting news and we are looking forward to a collaborative process with the Madison team to create ‘cool’ and impactful pieces of work”.
Jolene Fernandes Solanki, Chief Operating Officer of Madison Media Ultra added,
“As proud partners, we are pleased to be able to participate in the exciting growth journey of NIC Ice Cream. Together with them, me and my team are eagerly looking forward to creating ‘honestly crafted’ work.”
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Havas Media Network Appoints Anand Kumar As President – South
Havas Media Network India, Havas India’s specialized media agency conglomerate, has announced the appointment of Anand Kumar as President – South, Havas Media India, to oversee operations in the southern region. Anand will work closely with the agency’s core leadership team and will be based in Bengaluru. He will report to Uday Mohan, Managing Director, Havas Media India.
Anand Kumar Appointed President – South of Havas Media India
Anand has twenty years of extensive experience working with prestigious agencies and in a variety of markets. His background spans a variety of categories and specialized media domains that he has worked in over the years. These include telecom & durables (Samsung, Panasonic, Sony, MTS), D2C & tech (Flipkart, PhonePe, Vedantu, Wakefit, Rapido), automotive (Hero MotoCorp, Suzuki, Yamaha, Hyundai), and lifestyle (Antonio Puig, Clarks, ITC Apparel, Flipkart Fashion, Myntra).
Havas Media India’s operations
Havas Media India’s southern operations have seen significant growth over the past few years. It is driven by notable client acquisitions and growth, including Swiggy, as well as the acquisition of well-known brands like PUMA, Ola, Quickr, Joyalukkas, and V-Guard. By making the South a thriving hub, this expansion has reinforced Havas Media’s position as the go-to partner for unicorns and up-and-coming brands in India. Anand Kumar worked for GroupM for ten years in a variety of senior roles before this.
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Here’s what they said
Uday Mohan, Managing Director, Havas Media India, said,
“We are now poised to embark on our next phase of growth, as we stay committed to making a meaningful difference in the industry. Our robust operations in the south, offer immense potential for marketers and as we continue to grow our business, Anand’s rich expertise will prove to be a huge leverage for us in the region. His addition to the team aligns perfectly with our commitment to staying at the forefront of media innovation.”
Talking about his new role, Anand commented,
“It is an exciting opportunity to be a part of a resurgent Havas. The remarkable growth trajectory witnessed by Havas Media Network India in recent years is truly commendable. I am particularly impressed by the agency’s refusal to get complacent. Its visionary approach towards expansion, transformation, and the distinct proposition of Meaningful Brands is truly inspiring. I eagerly anticipate collaborating with a dedicated team that has earned the trust of some of the most esteemed brands in the nation and partner with some great marketing minds.”
Mohit Joshi, CEO, Havas Media Network India, expressed,
“At Havas Media Network India, our team has grown to over 1000 members, reflecting our expanding presence both in terms of capabilities, talent pool and client base nationwide. Our operations in Bengaluru serve as a hub for numerous key and successful client relationships in the region. We are deeply ingrained in the southern market, leveraging our diverse competences via teams at PivotRoots, Havas Media India, and Centre of Excellence. As our network expands rapidly, we prioritize leaders who possess a profound understanding of the industry landscape. Anand’s appointment reflects our commitment to enhancing omnichannel planning capabilities and ensuring seamless workflows from client briefs to tangible business outcomes, particularly within the pivotal South market.”
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IPG Mediabrands Wins Media and Creative Mandate for Air India
Air India’s creative and media mandate was awarded to IPG-owned media investment company IPG Mediabrands following a months-long pitch last year. Initiative, a company of IPG Mediabrands, will handle the account. The media planning and buying group’s victory gave advertising holding company IPG more bragging rights, especially because Initiative’s creative partner McCann Worldgroup India secured Air India’s global creative mandate in 2023.
Initiative bags Air India’s media and creative mandate
The mandate assigned McCann Worldgroup India the task of revitalizing the heritage airline brand’s advertising and communication after a drawn-out pitch process last year. A new brand platform and an extensive array of multi-channel marketing communications have been developed by the agency. With an account value in the hundreds of crores, Air India is among the most prestigious and substantial in the nation as the airline brand experiences a significant metamorphosis. One of the most well-known brands in the country is Air India.
Tata Group’s plans for Air India
The Tata Group has been working to unify all of its airline operations under Air India. The salt-to-software company purchased Air India for INR 18,000 crore in 2021 as part of government disinvestment. Early in March 2024, Vistara, a joint venture between Tata Group and Singapore Airlines, and Air India were approved for merger by Singapore’s competition watchdog.
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Vice Media’s Rafael Lavor: Shaping Media Strategy for Tomorrow’s Audience
Meet Rafael Lavor, Head of Strategy MEA at Vice Media, whose illustrious career spans over 18 years of shaping the creative landscape. With a diverse background that includes leadership roles in local innovation consultancies and global creative agencies, he has orchestrated groundbreaking campaigns for iconic brands such as Peugeot, Mastercard, and Amazon. Renowned for his strategic prowess, his work has been celebrated with numerous accolades, including awards at esteemed ceremonies.
Join us as Rafael shares his wealth of experience and insights into navigating cultural complexities, harnessing AI in gaming, and pioneering impactful brand activism in the ever-evolving media realm.
Congratulations on your appointment as the Head of Strategy MEA at Vice Media. Having worked in creative strategy, digital communications, brand management and more for over 18 years, could you please share your career journey and any interesting experiences you encountered?
Thank you! I’m really excited to join the VICE team. One thing that I emphasized throughout my interviews for this job was my love for working with unconventional individuals. I believe that interesting experiences often arise from embracing the unusual, leveraging the unexpected, and capturing unique perspectives. Around 17 years ago, I used to manage research for an innovation consultancy. This involved moderating focus groups, conducting interviews at various locations like parties, subway stations, and malls, and even stopping people on sidewalks to inquire about behaviours and brand perceptions, among other things.
Once, during ethnographic explorations around neighbourhoods in São Paulo for a gas company, my colleague and I approached a woman to discuss her preferences regarding household services. While we were near her home, she asked us to wait outside. Suddenly, her husband emerged—with a gun on his belt. Yes, a gun. Despite being terrified, we managed to explain who we were and what we were doing, partially diffusing the tension. Despite his initial suspicions, we ended up engaging in a lengthy conversation about his experiences as an unemployed security guard, local politics, rising prices, housing issues, and, yes, gas services. It was an incredibly strange, risky, and unexpected encounter, but nonetheless valuable. This experience taught me a great deal about genuine dialogue, sensitivity, openness, personal biases, and the unpredictable nature of life.
As a strategist and researcher who has worked across different markets and different agencies and consultancies in automobile, FMCG sectors, how different is the MEA region from Brazil? How did you cope with the transition?
Outsiders tend to perceive Brazil as a monolithic country, but it is certainly not. It is replete with internal regional nuances, cultural specificities, ethnic diversity, historical issues, and severe inequality problems. Similar to the Middle East, Brazil presents a spectrum of societal complexities. Navigating these continental challenges requires keeping biases in check, conducting thorough research, and remaining open to listening. Listening becomes a superpower to cope with such a transition. I have conversed with numerous individuals and delved into various books about the region, encompassing its history, diversity, dialects, landscapes, economies, religions, cities, conflicts, cultures, and more. Yet, I still acknowledge that I know very little. I will always remain a foreigner, continuously learning. As long as I retain this perspective, I will be fine.
In the MEA region, there are bound to be cultural nuances that matter. How do you accommodate them in your creative campaigns? How are audiences responding to them?
Cultural nuances, at a certain point within the creative process, culminating in execution issues: do we ultimately have the capacity to incorporate all cultural nuances into everything we planned, or do we need to compromise somewhere? It’s a conundrum we all face. We either promote something extremely resonant to a specific audience on a smaller scale or go big and risk diluting the message. The best scenario is trying to find a universal human truth hidden within local habits: the need for love, the search for meaning or security, the desperation of being lost and alone, or the craving for external validation. Desires, wishes, anxieties, fears—regardless of one’s ethnicity, religion, or cultural background, we all seek the same things as humans. Culture is built upon human needs and emotions. Whenever we can unearth and refine those raw inner emotional triggers, chances are the audience will have a resounding response.
While conceptualizing a brand campaign, how can you ensure that the idea resonates with the audiences the way it should?
Do your homework: Conduct thorough research to uncover something deeply relatable to the audience—a truthful insight, an interesting fact, a behavioural paradox, or a gripping tension—anything that can resonate amidst the noise of timelines.
Frame it beautifully: Distill the most poignant insight or truth about the audience into a single keyword or short expression that everyone involved in the process memorises. This becomes an internal dogma, a guiding meme, repeated until it’s recited back to you.
Recruit internal allies: Ensure that the team involved has relevant previous experience and a cultural background suited for the challenge. Team members may share important similarities with the audience, such as age group, mentality, overall perspective, stage of life, expertise in the category, or other relevant factors. You need a collectively empathetic team.
Finally, trust the process: Have faith in your creative partners and help them take ownership of the audience’s perspective by crafting the details of ideas and executions through people’s lenses along the way.
As a result of emerging technologies such as cloud computing and IoT, the media industry has been impacted significantly. Please provide your insight into how to implement these technologies to stay on top of trends while not sacrificing people’s touch?
Honestly, I’m not sure. I don’t see the omnipresence of connected screens and touchpoints as a good thing. It’s like more connected devices mean more screens, more interruptions, just more of everything. But here’s the thing: the more options we offer, the less value they seem to hold for people. It’s basic supply and demand. And our attention span – and our patience – keeps on diminishing. We’re drowning in a sea of uninspired content, diluting the impact of advertising spaces. The way I see it, the answer is to make advertising premium. We’ve got to make it worth people’s time, something they actually want to watch. With technologies like IoT, Cloud Computing, and Machine Learning, we can streamline processes, sure, but from the consumer’s side, it might feel like an invasion of privacy or just too much information. As we navigate this digital landscape, let us prioritize the needs of our audience. Let’s put people first and craft premium content spaces that resonate deeply with them.
What are some of the most innovative or creative campaigns you have overseen? How did they differ from similar campaigns and what did you learn from them?
Let me tell you about one campaign that I absolutely adore. Activision Blizzard teamed up with Crispin Porter and Boguski to launch Tony Hawk’s Pro Skater 1+2 in Brazil. The game, with its flawless revamped gameplay mechanics, not only brought back the classic Tony Hawk experience but also revived beloved soundtracks from previous editions.
What made this launch truly special was its homage to the Brazilian audience. Among the iconic tracks, there was a special nod to “Charlie Brown Jr.,” a band that made history in the 90s and 00s scene. It was led by the charismatic singer and skater, Chorão.In a stroke of brilliance, the team decided to make this homage even bigger. They remastered not just the game, but also the band’s hit track’s music video. Through family contacts, they secured never-before-seen footage of Chorão and the band, giving fans a glimpse into their history.
The result? A brand new music video launched with zero media effort that became an overnight sensation. More than a decade after the band’s dissolution, fans from that generation felt deeply honored by the game’s tribute. This beautiful campaign tapped into nostalgia in a distilled, truthful, and well-crafted manner. It serves as a reminder that even in today’s digital age, connecting with the most basic human emotions remains the most effective strategy for capturing hearts and minds.
With a new year ahead, what do you think will shake up the entire creative and media sector in 2024? What should we be prepared for?
The blockchain has undoubtedly left its mark, but the NFT trend proved to be a fluke, and dedicated Metaverse spaces are yet to make a comeback. Surprisingly, Space Computing remains a distant concept. In the current landscape, my bets lie on Gaming powered by Artificial Intelligence and Impactful Brand Activism.
AI is revolutionizing the creative industry, offering both challenges and opportunities. Embracing this transformation, we must harness AI’s potential to elevate creativity to unprecedented heights. Consider the possibilities of Gaming Platforms as canvases for exploring AI’s capabilities. With AI tools, we can craft immersive content with minimal resources, leading to unimaginable outcomes. Moreover, brands and companies must take decisive action. The world faces crises—from environmental degradation to geopolitical tensions—and it’s time for businesses to step up. With their influence, corporations can drive positive change, shaping regional and global policies for a sustainable future. Ultimately, it’s everyone’s responsibility to contribute to creating a livable world.
Omnicom’s PHD Secures Integrated Media Mandate for OPPO
PHD India, a division of the Omnicom Media Group, has clinched the integrated media mandate for OPPO India, following a multi-agency pitch.
This partnership will see the agency support OPPO India’s journey of growth in the region by drawing upon PHD’s strength in comms planning, creative ingenuity, and capabilities to drive business outcomes.
With nearly two decades of groundbreaking advancements in smart technology, OPPO is steadfast in its commitment to pushing the boundaries of innovation. Partnering with PHD, they aim to strengthen their position in the Indian smartphone market, offering discerning consumers their preferred choice.
Expressing enthusiasm about the collaboration, Monaz Todywalla, CEO of PHD India,said,
“We are thrilled to embark on this journey of growth with our new partner, OPPO. The brand is an innovator in its space and with PHD’s deep expertise in media, consumer strategies and advanced thinking – ‘Intelligence. Connected.’ – that combines data, technology, and human expertise collaboratively, we look forward to building a stronger affinity for OPPO India.”
Read more: Omnicom Secures Creative Mandate for Air India Express
In Conversation with EssenceMediacom’s Soumak Banik: Media Insights Unveiled
Embark on an insightful voyage through the media landscape guided by Soumak Banik, the accomplished Managing Director at EssenceMediacom Indonesia. EssenceMediacom is GroupM’s newest and largest agency that is committed to delivering marketing breakthroughs for brands in the new communications economy.
With an impressive 22-year career spanning diverse sectors, from FMCG to luxury, Soumak is a dynamic communicator thriving in high-pressure roles. His cross-functional expertise and strategic acumen shape EssenceMediacom’s innovative approach, establishing him as a luminary in the media and advertising realm. In an exclusive interview, he shares insights from his extensive journey in the Indian and Indonesian markets, offering a unique perspective on the industry’s seismic shifts, Metaverse and booming gaming sector.
Having worked in both the Indian market and as the Managing Director of EssenceMediacom Indonesia, can you share your experiences and your professional trajectory in the media and advertising industry?
Undoubtedly, like many in our industry, I emphasize that we are witnessing major seismic tectonic changes. These times are unprecedentedly exciting – truly the best of times!
In an attempt to align the experiences and exposures of the past two decades with a common understanding, I would liken the trajectory to the fundamental principles of earthly motion—simultaneously involving rotation and revolution. The circular rotation signifies the brand’s axial movement around its centricity to consumers. Concurrently, there is a revolution fueled by the extraordinary evangelism of technology, driven by the digital transformation of consumerism.
In today’s landscape, consumers are markedly more aware, informed, and neutral. They rightfully expect brands to be realistic and merit a genuine choice or loyalty. What ensues is the gravitational pull on brands to adapt – to become more creative and to contextualize their offerings along a helical pathway that aligns with consumer aspirations. Creating brand love has become a more challenging yet thrilling endeavor in our interconnected universe of media.
As a professional working in the Indonesian media market for more than a decade, what are some of the challenges you faced while transitioning from the Indian market to your current role? What shifts have you experienced in the Indonesian advertising sector and its audiences?
Asia is renowned for its rich culture. Most Asiatic countries are more culturally interconnected than diverse, mirroring the unity of their people. Culture is deeply ingrained in the heritage, language, faith, religion, food habits, ethnicity, fashion, tastes, preferences, traditions and values of its communities, people, and races – be it in South Asia or Southeast Asia. In this context, India and Indonesia stand out as prime examples.
Both nations and their respective governments are making massive investments in infrastructure and connectivity, earning them top ranks among global technology giants such as Google, Meta, and other leading Martech companies. India serves as the epicentre for investments in South Asia, while Indonesia plays a similar role for private equity firms in Southeast Asia.
Interestingly, not only are both countries experiencing significant growth in population, demographics, and geographical diversity, but they also share similar traits in consumer habits towards brands. The inquisitiveness of consumers towards information and choices shows striking similarities and is on a growing trend.
In both India and Indonesia, media ad expenditures are growing at a double-digit rate, and rapid digitalization is fueling a profound digital transformation for brands. The Consumer Confidence Index (CCI) is notably higher by 110 points. Digital native brands are championing a departure from traditional marketing methods in sectors ranging from FMCG, e-commerce, and apps to banking and utility services.
Capital investments are reaching record highs in private and emerging sectors. Every day brings new opportunities to understand and learn more about culture, consumers, effective communication, and media utilization. It’s a transformative journey in itself.
You have worked in different sectors, from FMCG, to Automobile to Luxury and Sports. How different or similar were the marketing and strategic plans you employed across these sectors? Has this experience helped you in your current role in any way?
It’s a privilege, and in fact, I feel fortunate to work across various sectors. The experience is an extensive learning journey. Honestly, the world of media and advertising is often filled with jargon. However, every brand, spanning FMCG to luxury to sports, shares a singular objective – driving growth. While some prioritize volume, others emphasize value. What unites brands is the pursuit of Lifetime Consumer Value (LCV). This objective stands as the ultimate milestone, whether it’s in strategy, marketing, communication, media campaigns, or go-to-market strategies.
Once the consumer pathway is meticulously mapped and defined, the focus shifts to effectiveness and efficiency, driving return on investment (ROI). While media choices may vary, encompassing different platforms and utilizing AI for creativity and propelling social commerce, the overarching purpose remains constant – drive growth.
Today, brands are rushing to advertise their products and services in metaverse in order to attract and engage their audiences better. What is the future of this trend in your opinion?
The key to attracting consumers to a brand has always been the platform for creative contextuality. The Metaverse stands out as an extraordinary effort in this direction, offering a dedicated space for Lifestyle, Luxury, Beauty, and Experiential brands. Leading the race are global brands such as Nike, Coke, H&M, LV, Gucci, Burberry, Mars, Forever21, and more. What was once considered a trend or a prospect is now an undeniable reality. The imperative for brands is to act swiftly and immerse themselves in the world of Web3 Technology.
Social media is now accessible to everyone thanks to technological advancements and smartphones. In-stream ads are now used by brands to customize their adverts based on audience. Could you tell us how EssenceMediacom has done this?
Programmatic Media and Dynamic Creative & Content Optimization (DCCO) have reached their pinnacle when it comes to audience targeting and media optimization. Innovative ad formats leveraging technology, ranging from face recognition to AR/VR, are already gaining prominence, with brands actively advocating for their adoption.
One target market that is growing at a rapid pace is the gaming industry. What are your insights about how brands should leverage these audiences to reach their intended audience?
Gaming stands out as the singular sector in digital media experiencing unprecedented growth, surging at a rate of 50% or more year on year across global markets. The evolution of gaming has been nothing short of remarkable, transitioning from a single-window format to now embracing experiential formats. It has traversed the spectrum from niche engagement to reaching a wider audience, ultimately becoming an experiential powerhouse. Notably, content is now navigating its path through gaming, as seen with Netflix launching Money Heist in the gaming realm.
While audience targeting predominantly takes a programmatic approach, brands must now pivot towards enhancing in-game experiences, with creativity playing a pivotal role. The era of banner ads and promotional QR codes in gaming advertising has passed. Experiential marketing in gaming has become imperative for brands to stay ahead in the game.
Can you share some examples of a successful campaign you carried out and the strategic planning that went behind it?
My all-time favourite, and it will always be, is the Vodafone India launch of the Zoozoo campaign in 2009. The campaign featured 44 different creatives addressing 45 different products/services of Vodafone. Remarkably, these 44 creatives were launched in 45 days – unveiling one new creative every day, culminating with the simultaneous release of all 45 creatives on the last day! This extensive campaign spanned 36 newspapers, 104 TV stations, 38 radio stations, all digital platforms, 1000+ OOH placements, and even made its mark in sports during IPL 2. Merchandising extended across 3000 Vodafone stores and apparel retailers.
It’s been more than 14 years, and yet Vodafone continues to incorporate Zoozoo in some of its campaigns in India. Such is the enduring recall and stature created by the Zoozoo campaign.
If given a chance to visit either the past, present or future, which one would you choose and why?
As always, the Present. It’s the best time ever.