Aunindo Sen Joins As Executive Creative Director At Publicis Groupe ME
Aunindo (Auni) Sen has taken on the role of Executive Creative Director at Publicis Middle East, a division of Publicis Groupe. Alongside Executive Creative Director Tuki Ghiassi, he will share co-leadership of the creative department.
Aunindo Sen appointed as Executive Creative Director, Publicis ME
Sen, a 16-year industry veteran, is returning to Publicis Groupe ME after two years, having served as Senior Creative Director at Leo Burnett ME. He is familiar with Groupe’s emphasis on excellence, and in his new position, he will support the expansion of the agency’s portfolio across verticals and help drive best-in-class work for the agency’s impressive roster of brands.
Aunindo Sen’s accomplishments
He will also contribute to the agency’s goal of transforming talent offerings in the area as part of this. Sen has previously led award-winning regional and global campaigns for multinational brands like Ferrero, Coca-Cola, Mars, Nestle, CPW, Unilever, Dettol, United Nations, and more while working with firms like BBDO, FP7McCann, and JWT throughout the GCC and Asia.
He has won more than 150 regional and international awards. It includes the first Glass Lion for the Middle East and North Africa region at Cannes. It also consists of the Dubai Lynx, MENA Effies, D&AD, and Adfest. Additionally, he recently served on the jury for the Cannes Lions. Furthermore, he was named one of the world’s top copywriters by The Big Won.
Read More: Publicis Worldwide India Wins Creative Mandate for Pramerica Life Insurance
Here’s what they said
Commenting on his appointment, Auni said,
Publicis Middle East is not just an Agency. It’s the name that represents an entire Groupe that has transformed communications globally. As the namesake Agency of the Groupe, we have our work cut out for us. But this is something I can safely say, is the part of the job that I relish the most. With the talent-first focus of Publicis Groupe ME and its Leadership, we are absolutely primed to not only mirror its reputation but to take it to a new level.
Nathalie Gevresse, CEO of Publicis Communications UAE added,
We’re thrilled to welcome Auni back to the Groupe. His return underscores our commitment to attracting and nurturing top talent, setting the stage for an exciting new chapter of growth, creative excellence, and innovation for Publicis Middle East.
Read More: Dentsu Creative India Wins Digital Mandate For 4 Sony Channels
HP’s Global Media Account Retained By PHD
PHD has retained HP’s global media account following a competitive review. The firm will still be in charge of global traditional media planning, buying, and strategy. HP will handle its own digital media buying and has a sizable in-house media team. In 2023, HP invested $194 million in media globally, with digital channels accounting for 69% of the expenditure. Following a three-month evaluation, PHD, an affiliate of Omnicom Media Group, was able to keep the contract. Participating media agencies and specialty stores were split between the holding companies.
PHD’s media responsibilities
It was awarded the entire global HP business in 2017 after the technology company transferred its digital media buying account from Essence. Since 2009, PHD has been in charge of HP’s traditional media buying. HP selected PHD because of its global reach, its capacity for strategy and planning, its emphasis on accountability and transparency, and its adaptable model and competence in collaborating with internal teams. HP has operations in over 170 nations. Antonio Lucio returned to HP in November as chief marketing officer, and he took on this role soon after.
PHD’s most recent victory with HP
After acquiring Grupo Bimbo, Uber, and McCain Foods in the previous year, PHD now has HP as its most recent victory. This puts it at the top of the Campaign’s most recent US Agency Rankings table. In September, Marks took over as CEO of PHD Worldwide, succeeding longstanding CEO Philippa Brown, moving up from the same position in EMEA.
Read More: Wavemaker Wins Media Mandate for $20 million Allianz account
Here’s what they said
As reported by Campaign US,
PHD’s Agency as a Platform model “delivers the talent, tools, and technology that will drive better outcomes for HP, while also enabling the flexibility to wrap around and support our in-house team,” according to Freddie Liversidge, global head of media at HP, in a statement shared with Campaign US.
He continued,
This partnership combines the best aspects of the agency world with the closeness and transparency of an in-house team to advance the business goals of both the brand and the wider business.
Guy Marks, CEO, of PHD Worldwide, said in a statement provided to Campaign US,
Over the course of a relationship that began in 2009, HP and PHD have been partners in navigating disruption. Having concluded an extensive competitive review with the decision to continue that partnership, HP has given us the best possible vote of confidence as the preferred agency for their ongoing transformation. Our collaboration will continue to evolve, as we bring the connected intelligence of the global PHD network, supported by the scale and infrastructure of Omnicom Media Group, to augment HP’s in-house team, delivering future-ready marketing strategies that translate marketplace challenges into business growth.
Read More: GroupM Bags INR 200 Crore Domino’s Pizza Account’s Media Mandate
Savvytree Wins Digital Marketing Mandate for Kisaan Se Kitchen Tak
Savvytree has taken over Kisaan Se Kitchen Tak‘s digital presence. Delhi-based Savvytree, a digital marketing agency, has revealed that it has acquired full digital marketing responsibility for Kisaan Se Kitchen Tak (KSKT Agromart). KSKT is a business that promotes fresh, pure, and naturally grown agricultural products.
Savvytree takes over KSKT’s digital marketing mandate
Savvytree will oversee KSKT Agromart’s digital marketing initiatives as part of the partnership, which will include social media management, content creation, and performance marketing. Through this strategic alliance, KSKT Agromart hopes to reach a wider audience and increase awareness of the value of utilizing natural and pure farming methods.
What does Kisaan Se Kitchen Tak do?
Kisaan Se Kitchen Tak sets itself apart by supporting farmers’ causes, empowering them in agriculture, and encouraging healthy living through their produce. The group actively promotes income growth for farmers while opposing the use of hazardous chemicals in farming. In addition to guaranteeing the best produce for customers, KSKT Agromart promotes environmental health. It uses organic and sustainable farming methods.
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The organization acknowledges the important role that women play in agriculture. Furthermore, it gives them the resources and information they require to become independent members of the farming community. This benefits the economic standing of women and enhances the agricultural environment.
KSKT’s business strategy
Apart from spearheading Kisaan Se Kitchen Tak’s digital marketing initiatives, the company’s business strategy encompasses the establishment, procurement, or leasing of various business divisions. These are tailored to particular products, customer segments, sales channels, and geographical regions. Together with shared functional teams like marketing, finance, and IT, these discrete business units are connected by a single backend supply chain.
Commitment to agriculture
KSKT Agromart is committed to transforming the agricultural landscape. It looks to implement contemporary business practices that align with its core values of empowerment, sustainability, and purity. This is demonstrated by its collaborative and integrated approach.
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MiQ names Wassim Mneimneh as the Managing Director for MENAT
Wassim Mneimneh has been named the new Managing Director for the MENAT region by MiQ, an eminent figure in programmatic media. With over 17 years of experience in the digital media space, Mneimneh has gained invaluable knowledge from his work with renowned companies like DoubleVerify, TikTok, Connect Ads, and Nielsen.
Mneimneh appointed as MiQ’s Managing Director in MENAT
His career encompasses a variety of roles. He started as a media planner with MCN. Furthermore, he went on to contribute to the success of global companies like Nielsen, TikTok, and DoubleVerify. Significantly he made a substantial contribution to DoubleVerify’s rise to prominence as the sector’s leading measurement provider. Mneimneh’s responsibilities at MiQ will center on growing the company’s market, creating a strong presence in MENAT, and cultivating enduring bonds with agencies and brands in the area.
Primary Responsibilities
With its programmatic tools and products, MiQ is dedicated to growing its business unit in MENAT. Mneimneh’s primary responsibility at MiQ will be to boost market presence and establish a solid foothold in MENAT. His immediate goals are to coordinate market presence campaigns, establish strategic partnerships, and match MiQ to the particular requirements of the MENAT area.
Here’s what they said
Wassim Mneimneh said,
I am thrilled to embark on this journey with MiQ as their MD for the region. My goal is to not only grow the business, but to establish a solid and impactful presence for MiQ, covering the diverse and dynamic markets of the region. Together, we will navigate new horizons and deliver innovative solutions to our clients.
Lee Puri, Global Chief Growth Officer and Co-founder, MiQ, commented,
We are incredibly excited to have Wassim join us as Managing Director of MENAT. MiQ has been operating in the region for almost three years, and Wassim’s appointment is a testament to our ongoing commitment to shape MiQ as the leading programmatic media partner in MENAT.
Read More: MCN Names Lara Arbid as CEO of Magna Global MENAT, Initiative MENAT
MCN Names Lara Arbid as CEO of Magna Global MENAT, Initiative MENAT
The Middle East Communication Network, or MCN, has named Lara Arbid the CEO of Magna Global MENAT and Initiative MENAT. The announcement follows Bassem Massoud’s departure from the network after 15 valuable years of service.
Lara Arbid appointed as CEO of Magna Global and Initiative MENAT
Arbid became the first female general manager of a Saudi Arabian media agency when she joined MCN Riyadh in 2014. She oversaw Magna KSA for several years before relocating to Dubai and taking on the role of regional managing director at Initiative & Magna.
Read More: Starcom Middle East Appoints Donnacha Kinsella as Head for Saudi Arabia
Other promotions
With Lara’s appointment as CEO, Santadip Roy will take on the role of Regional Managing Director at Magna Global. Having joined MCN in 2018, Roy is a seasoned professional who gained recognition for his contributions to the company in the role of Regional Head for Digital, Data, and Technology and Business Solutions.
Here’s what they said
Ghassan Harfouche, Group CEO of MCN, said
Given her solid background, passion, drive and deep expertise, I’m confident that Lara will thrive in her new role.
Lara Arbid on her appointment as CEO of Initiative and Magna Global MENAT added,
I am passionate about our people, product and partners, and I really look forward to delivering success in 2024 and beyond.
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GroupM Announces Ad Innovation Accelerator for Future of Advertising
WPP’s media investment division, GroupM, has announced the first-to-market GroupM Ad Innovation Accelerator, a program designed to redefine audience and advertiser engagement. Working together with a team of highly skilled TV/video programmers and developers, the company is investigating and creating new video ad formats that will be widely used in ad-supported streaming environments. Participating in the initiative are interactive TV developers BrightLine and KERV, as well as streaming providers Disney, Peacock, Roku, Telly, and YouTube.
Ad Innovation Accelerator
The goal of the Ad Innovation Accelerator, led by GroupM’s investment team that leads the industry, is to transform the 30-second ad spot for streaming audiences while improving brand-viewer relationships and producing quantifiable outcomes for participating GroupM advertisers. The working group will plan and develop scalable ad formats that are intended to be widely used in ad-supported streaming environments with a shared vision. The first users of this program will be Mindshare, Wavemaker, and EssenceMediacom clients of GroupM in North America.
First-to-market program
GroupM described the initiative as a “first-to-market program aimed at redefining engagement between advertisers and audiences,” but it was unclear how long use of the formats would remain exclusive to GroupM clients and if/when they would be made available to other advertisers and agencies. This program discusses evolving viewer preferences and suggests a possible way to advertise streaming services more successfully. Additionally, it aims to improve the relationship between viewers and brands, providing advertisers who work with GroupM with quantifiable results.
GroupM’s Ad Innovation Accelerator plans
This Year, Next Year 2023 End-of-Year Forecast from GroupM predicts that CTV advertising in North America will rise 14.9% in 2024, up from 9.4% in 2023. Early in 2024, the newly established working group will meet. GroupM’s Ad Innovation Accelerator partners have mutually decided to:
- Arrange quarterly meetings and recurring innovation sessions to set objectives. Decide on outputs for newly developed advertising models and techniques.
- In Q1 2024, start pilot projects.
- Utilizing test-and-learn methods, co-create advertising formats for agnostic use throughout the media ecosystem.
- Examine the effectiveness and efficiency of media campaigns by applying the most recent standards and procedures.
Members of the working group will work closely with GroupM advertisers. They indicate a desire to test novel formats and procedures. Early in 2024, benchmark testing will be completed in advance of 2024-2025 upfront planning. Throughout 2024, GroupM’s Ad Innovation Accelerator will expand to additional markets. It will create and test novel ad formats for both established and new media.
Read More: GroupM and Google Announce Post Third-Party Cookie Readiness Program
Here’s what they said
Andrew Meaden, Global Head of Investment, GroupM said,
We have to craft a future of our industry where engagement, innovation, and outcomes converge. As we shape the next era of media where advertising works better for people, it is critical we continue to innovate new advertising experiences with our partners around the world to ensure brands are meeting audiences where they are. With more ad-supported options emerging, advertisers must respect audiences’ preferences and use cutting-edge technology to deliver more personalized content.
Mike Fisher, Executive Director, Investment Innovation, GroupM U.S. commented,
Brands advertising in ad-supported streaming environments have an incredible opportunity to engage with attentive consumers, but the rapidly evolving media landscape makes it difficult for advertisers to efficiently and resourcefully launch interactive advertising campaigns. Our clients need a simple way to activate interoperable and attributable campaigns across the ad-supported streaming ecosystem. With key stakeholders at the same table, we will shape impactful outcomes that allow advertisers to execute creative, engaging and effective campaigns.
Matt Sweeney, Chief Investment Officer, GroupM U.S. added,
Building on a legacy of setting industry benchmarks and driving responsible media investment, our program is rooted in shared discovery, proven success and forward-thinking. We’re encouraged by our partners’ collective commitments to impactful advertising and their leadership in advancing new ad formats, specifically for streaming video. Uniting partners with varying objectives to streamline ad development will have a multitude of benefits for our advertisers, ultimately allowing for quick iteration and better interoperability across platforms. That’s a win-win for our industry.
Read More: GroupM Bags INR 200 Crore Domino’s Pizza Account’s Media Mandate
Mindshare’s Tarek Speaks: Illuminating Media Innovations Amid Saudi Arabia’s Evolution
Tarek Sharafeddine, the Director of Client Leadership at Mindshare, brings 15 years of dynamic experience in the media industry, he possesses invaluable insights. His impact spans various sectors, from Telecom to FMCG, where he employs a strategic approach focused on continuous learning, strategic partnerships, and creating customized media solutions for the distinct challenges of each industry.
In an exclusive and candid interview, he delves into the ever-evolving Saudi media landscape. His strategic expertise extends to comprehensive campaigns, fostering key relationships, and embracing the latest innovations.
In your 16 years in the industry, how have you witnessed the Saudi Arabian media landscape evolve, and what specific challenges and opportunities has this evolution presented?
The media and advertising landscape has undergone a transformative shift, largely influenced by the rapid adoption of digital technologies. Traditional media outlets, such as television and print, have faced challenges as online platforms gained traction. Social media platforms like Twitter, Instagram, and Snapchat have become integral to communication and advertising strategies. Additionally, Saudi Arabia has witnessed increased investment in local content creation and a focus on cultural relevance in advertising campaigns. The lifting of the ban on cinemas in 2018 has also contributed to a more diverse entertainment landscape, impacting how advertisers reach and engage with consumers.
Reflecting on your career, can you share an instance where your strategic relationship-building skills were instrumental in not just project success, but in fostering long-term partnerships?
I vividly remember receiving a call from a new client inquiring about a straightforward cost estimate for a small InMall campaign. While it could have been perceived as a routine request, we went the extra mile by securing a meeting with them. During the meeting, we thoroughly discussed the array of services we could offer to contribute to the growth of their business. Subsequently, we presented a comprehensive strategy complete with committed KPIs and additional value. Our aim was to ensure that this campaign not only became a prominent topic but also a success. Fortunately, our efforts paid off, leading to the successful negotiation of a three-year contract with a respectable budget.
In working with Telecom, Governmental, Banking, Automotive, and FMCG, how do you customize media solutions for each industry?
Customizing media solutions for each industry involves a comprehensive approach to align strategies with the unique characteristics and challenges of the target sector. This begins with an in-depth analysis of industry trends, competitive landscapes, and regulatory environments. Audience personas are then developed, detailing demographics, preferences, and media consumption habits specific to
the industry. Content is crafted to be industry-relevant, incorporating sector-specific terminology and examples that resonate with the target audience.
Careful consideration is given to the selection of media platforms, tailoring distribution strategies to where the industry’s audience is most active. The tone and style of messaging are adapted to match the industry’s cultural norms, whether formal and professional or casual and conversational. Solutions are positioned as addressing industry-specific challenges, with integration into relevant events or
conferences to enhance visibility.
Collaboration with industry influencers and thought leaders is sought to boost credibility. Data analytics inform decisions, ensuring strategies remain effective and aligned with evolving industry dynamics and regulatory compliance. Continuous feedback collection and iteration based on insights gained contribute to the ongoing optimization of media solutions for sustained impact within each unique industry landscape.
Given the dynamic nature of the media industry, how do you ensure you stay informed about the latest trends and innovations? Can you share an instance were staying updated led to a strategic advantage for a client?
In addition to the pivotal role of connections and relationships in our business, active participation in conferences, events, and professional networks, coupled with subscriptions to key marketing trend sources, provides a significant advantage. This approach ensures early access to new products and beta versions, enabling clients to be pioneers in testing them. I’ve witnessed numerous instances where introducing clients to “first-time use products” resulted in remarkable outcomes, achieving nearly three times the anticipated key performance indicators (KPIs). This underscores the strategic importance of staying informed and leveraging innovations to consistently deliver exceptional value to
clients.
Can you highlight a particularly successful media campaign and outline the key strategies that made it successful?
We initiated a comprehensive full-funnel campaign, placing primary emphasis on achieving lower-funnel outcomes during the Ramadan period. Our approach to the brief involved meticulous identification of objectives and key performance indicators (KPIs), followed by a thorough analysis of the target audiences. This enabled us to tailor our media strategy for optimal reach and resonance.
Employing a multichannel strategy, we carefully selected a mix of traditional, digital, and influencer channels. This encompassed the utilization of multiple regional TV channels and a diversified set of integrated solutions, including sponsorships, special on-screen executions, and a compelling call-to-action for launching the offer. The call-to-action design incorporated multiple creatives,
specifically targeting different packages with varying commercial lengths.
To ensure effectiveness, we employed special solutions for tracking and optimizing the performance of each TV channel, sponsored program, and spot. Notably, we successfully measured the return of on-screen executions within a selected series on an active channel for the first time. Direct conversions in the lower funnel were measured, affirming the efficacy and efficiency of our new channel mix. This achievement translated into a 12.3% increase in website visits and a 12.7% surge in app downloads in the lower funnel. Additionally, our efforts contributed to an impressive 86% increase in awareness and a 29% boost in consideration in the upper funnel.
The strategic use of TV as a performance tool played a pivotal role in driving tangible results and high-quality traffic to the client’s website.
Given the rise of interactive and immersive technologies, how do you envision incorporating virtual experiences or augmented reality into future media campaigns to enhance client engagement?
Expanding on the incorporation of virtual experiences and augmented reality (AR) into future media campaigns, the potential applications are vast. For instance, virtual events and trade shows can provide immersive brand interactions, allowing attendees to explore virtual booths, attend product demonstrations, and engage in real-time conversations with representatives.
In retail, augmented reality can revolutionize the shopping experience by enabling customers to virtually try on clothing, accessories, or even visualize furniture in their own living spaces. Furthermore, incorporating gamification elements within virtual and augmented experiences can transform campaigns into interactive challenges or quests. This not only captures users’ attention but also encourages repeat engagement and social sharing.
The future of media campaigns lies in creating participatory brand experiences through virtual and augmented realities, aligning with evolving consumer expectations for more engaging and interactive content.
Looking ahead, how are you strategically positioning yourself and your team to adapt to the future trends and opportunities in the evolving media industry in Saudi Arabia?
To strategically position ourselves for the evolving media landscape in Saudi Arabia, continuous learning and skill development are paramount. We prioritize staying updated on industry trends, fostering a data-driven mindset, and embracing digital transformation, including emerging technologies like virtual experiences.
Actively participating in industry events and networks allows us to understand local preferences and cultural nuances, while encouraging collaboration within cross-functional teams. This holistic approach positions us to leverage future trends, capitalize on emerging opportunities, and navigate the dynamic media industry landscape effectively.
Havas May Become A Separate Entity As Vivendi Considers Three-Way Split
The share price of French media conglomerate Vivendi has surged. This is a result of its potential split into three distinct listed companies. In an attempt to increase the value of his company, French billionaire Vincent Bollore is considering dissolving his vast media and entertainment conglomerate, Vivendi SE. The plan calls for the roughly €10 billion ($10.9 billion) French conglomerate to be divided into three separate businesses: the Pay-TV division, Canal+; the advertising and communications branch, Havas; and a business that includes its majority stake in the publishing group, Lagardère Group.
Vivendi contemplates a three-way split
The company argues that this is because, as a unified entity, its shares are sold at a discount, which limits its capacity to carry out its intended expansion plan. The value of the various entities would be maximized by splitting them into three companies. Vivendi claims that splitting itself into three sections will allow it to fully realize the development potential of all of its operations. Each of its three business divisions is currently seeing rapid growth in the global market, which is accompanied by a wealth of investment opportunities.
Rise in revenue and profit valuations
Should the split proceed, Havas and Canal+, Vivendi’s primary revenue and profit stream, will be spun off as independent businesses. After separating from their parent company, this could result in valuations of roughly €3 billion for Havas and €6.1 billion for Canal+. Regarding its €1.3 billion ($1.4 billion) ownership of the former telecom monopoly Telecom Italia SpA, Vivendi is also exploring options.
Subsequently, the organization intends to establish a third publicly traded division as an investment firm. It would accommodate Lagardère and encompass additional listed and unlisted assets in media and entertainment firms. To investigate a possible split, Vivendi will consult its “usual” banks and advisors. Any strategy must benefit all parties involved and consider tax implications. The market valuation of the three distinct entities might be roughly 40% higher than their current valuation.
Read More: Havas Announces Majority Stake Acquisition in PR Pundit in India
Vivendi’s split from Universal Music Group
The news comes two years after Vivendi split from Universal Music Group in a highly successful IPO. This gave shareholders ownership of 60% of the company’s shares. The board is now permitted to investigate the possibility of dividing into three companies. Ad holding company Havas Group would once again become an independent publicly traded company if the plan is approved. This was the case until Vivendi purchased it in 2017.
It’s an indication of how Bollore, the industrialist and corporate raider who invested in Vivendi for the first time in 2011, is still shaping the organization. He is essentially leading even though he is no longer the chair. 2018 saw him fold into another business he owned, the advertising agency Havas, after first selling off his video game and telecom assets. At the time, he held just under 30% of the group’s shares.
Vivendi’s efforts for business synergies and cohesion
For a considerable time, investors and Vivendi have been frustrated by the group’s operating businesses’ lack of coherence and synergies. Since his father’s official retirement in 2022, Yannick Bollore has been working to make things better. Vivendi declared that it would evaluate the viability of the suggested split. It would take into account the tax implications for shareholders, in collaboration with banks and other advisors. There was no deadline given for finishing the assessment, but information will be shared “in due course.” The split plans were announced only a few weeks after Vivendi effectively acquired the rival Lagardère group, expanding its holdings to include publishing house Hachette.
Read More: Havas Acquires EPROFESSIONAL, a Hamburg-based Digital Performance Marketing Agency
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.
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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
In Conversation with Mindshare’s Amit Lall: Mastering Digital Dynamics
Amit Lall, Principal Partner at Mindshare, brings two decades of expertise in telecom, technology, and digital planning. He oversees digital strategies for diverse sectors, prioritizing consumer-centric solutions powered by data.
In this exclusive interview, his insights will unveil the evolving media landscape, technological adaptations, and future trends, offering readers a glimpse into transformative digital initiatives propelling clients to sustainable success.
As an accomplished expert with over two decades of experience in this industry, can you walk us through your background and your experience working as the Principal Partner / Digital Lead – Client Leadership at Mindshare?
Mobile and technology have been my lifelong passions. I embarked on my professional journey with the telecom industry, initially in sales and later transitioning into product management, eventually finding my way into the realm of digital planning. This path has been characterised by a multitude of highs and lows, each contributing to my growth. Presently, I serve as a Principal Partner at Mindshare, where I oversee digital for West 1 cluster. The continually evolving digital landscape, coupled with the increasing influence of cutting-edge technologies like AI and ML, ensures that my work remains both exhilarating and challenging.
A wide range of clients come under your wing, from Fintech to Telecom to Fashion. How do ensure that the strategies employed for these sectors resonate with the specific audiences? Are there different digital strategies for each of them and if so, how do they differ from each other?
In the ever-evolving realm of brand management, a one-size-fits-all solution is elusive. Crafting effective strategies relies on a meticulous understanding of the specific objectives tied to the media task at hand. Our approach is tailored to align with the unique goals each brand aspires to achieve. Throughout the formulation process, we prioritize understanding the brand’s position in the consumer funnel. Whether the brand is emerging, established, or grappling with low consumer consideration, recognizing the brand’s needs is vital. We require absolute clarity on these points before delving into the realm of solutioning.
Furthermore, comprehensive details on the brand, its category, and its competitive landscape are indispensable. The better we know your brand, the more refined our solutioning becomes. These insights play a pivotal role in shaping communication and deployment strategies. Our solutioning is focused on an an audience-first approach, supported by robust data, powerful insights, and compelling content. By addressing these critical questions and staying committed to an audience-centric approach, we ensure that our solutions are not just effective but also resonate with the core essence of the brand.
In the context of cutting-edge technologies such as Generative AI, Metaverse, and 5G, how have you prepared yourself to embrace them? How have they disrupted the advertising industry?
To be transparent, navigating the multitude of changes in the tech space, whether in Generative AI, the Metaverse, Blockchain, or Web 3.0, can indeed be challenging. However, working in the digital industry provides a unique advantage, offering exposure to numerous startups and tech enthusiasts. This exposure allows firsthand experiences with technologies and helps understand their true potential, which can be leveraged for user experience, engagement, and performance enhancement.
At Mindshare, we’ve always championed the ethos of leveraging technology and staying at the forefront for our clients. These cutting-edge technologies are seamlessly integrated into our tactical deployment strategies, contributing significantly to our client’s success by delighting their consumers. A testament to this commitment is our pioneering adoption of the Metaverse for clients in the auto and beverages categories. Additionally, we boast numerous success stories stemming from the strategic deployment of AI/ML tools, resulting in superior media outcomes that have played a pivotal role in driving growth for our clients.
Your 20 years of experience in this industry must have given you a unique perspective on the changes and evolution of this industry. Do you see any emerging trends? What preparations do you have in place to face them?
Over the past two decades, we’ve witnessed a remarkable transformation in the media landscape. What was once at the periphery of media choices is now inching towards dominating it. The sheer scale and technological advancements in the digital realm have not only propelled its growth but also led to a significant reshaping of budget allocations. Digital media is not only growing but also taking money away traditionally allocated to TV through connected TV, OOH through DOOH, and radio through streaming music apps.
With continuous push and support from the government, digital penetration is at an all-time high. This has translated into massive adoption of smartphones, complemented by cheap data plans to drive usage and high-speed connections across 4G and 5G networks for a superior experience. As these factors converge, we foresee our future trends being dominated by big query data, driven by the prowess of Generative AI and ML.
AI and ML are not only about automation and predictive analysis but also about multiple messaging or personalization at scale. The adoption of Connected TV (CTV) is poised to outpace growth projections at an accelerated pace. Furthermore, we anticipate that full-funnel deployment will become the new norm, as advertisers seek comprehensive strategies covering every stage of the consumer journey. Lastly, I believe retail media will continue its dominance, reflecting the evolving dynamics of consumer behavior and preferences.
Consumer viewership habits have also evolved over the period of time. What metrics and goals do you look to accomplish for CTV vs Mobile advertising? Can you throw some light on the CTV advertising landscape in India?
India’s CTV ecosystem is experiencing unprecedented growth, reaching 33 million households in July 2023, a substantial increase from the 11-12 million recorded in January 2022. Projections from the GroupM Finecast report suggest a trajectory toward 50-60 million households by the end of 2025. This surge is primarily fueled by the preferences of new-age consumers who prioritize on-demand content over scheduled programming, resulting in a significant shift from traditional viewership. The convenience of accessing content anytime, anywhere has prompted a surge in viewers cutting the cord and embracing CTV. For advertisers, the appeal lies in the larger screen and premium ad environment, translating to a more impactful reach, with key metrics centered around impressions, viewability, and overall reach.
Digital marketing is a rapidly evolving landscape in which, Programmatic digital out-of-home (pDOOH) seems to be the new trailblazer marketing strategy everyone wants to undertake. What are your thoughts on this?
Digital OOH has changed the role of the OOH medium. From just being a ‘reminder’ medium, DOOH has also made it a medium to enhance imagery. The OOH industry has historically grappled with challenges related to transparency and measurement. However, with the emergence of pDOOH, both of these concerns are being addressed. Unlike the static-only medium, pDOOH provides a plethora of options, allowing you to play with formats such as video, staticads, and GIFs, enabling sharper targeting, and in some cases, even retargeting your consumers. These possibilities make this medium more effective.
Have you ever run a marketing campaign that presented an unexpected challenge or outcome? How did you implement the lessons learned?
All campaigns are unique and designed with business objectives in mind. Based on the objectives, our solution isalways consumer-centric, powered by data. To drive engagement, we use dynamic creatives at scale, keeping the consumer’s journey in mind.
Any words of advice you would like to share with the young professionals about navigating through the ever-evolving marketing landscape?
My advice to young professionals is to stay curious and keep upskilling to adapt and stay relevant in the ever-changing media landscape.