MediAvataar's News Desk
In-market brand tracking has evolved beyond the lumbering survey omnibuses of old – but the environment in which they operate is changing even faster. It's clear there's a need to be more radical in our transformation of the approach. Only on-demand access to exactly the right information needed to answer specific business questions will boost the bottom line.
The tracking of consumer perceptions – and the overall equity built from these perceptions – is a vital part of understanding and building a consistent, compelling 360° brand experience. Getting a fast read of what people believe and feel about a brand, and how this is impacted by the communications they see, enables marketers to quickly course-correct – flexing and changing messaging and creative to better deliver on brand goals.
But across the wider research industry, brand tracking hasn’t quite been keeping up with the pace of change.
The proliferation of freely available data from numerous sources is exciting, but also overwhelming. Marketers can get lots of information easily, and at little or no cost, but the challenge is how to handle and structure it meaningfully to make it useful for brand-building decisions.
The days of the traditional large-scale, all-encompassing study are most definitely over. Not only are these expensive to run and slow to deliver answers, but they can’t shine a light into the right places to address the diverse questions brands need to ask today, and they don’t deliver actionable information.
Marketers are not getting the meaningful insight they need to make fast decisions that deliver brand growth. Tracking needs a shake-up.
Beyond surveys to integrated data intelligence
To guide marketing decisions and actions most effectively, brand tracking needs to bring in – and bring together – the best data from all available sources to answer each individual question. Collecting all the available data isn’t enough; this disparate data must be treated intelligently, and then delivered in a timely, accessible way.
This means integrating focused, efficient surveys with the most relevant non-survey “big data” you can get your hands on, including all types of social and behavioral data as appropriate. It’s about gathering exactly the right information that’s required to make a decision – and only that information. This ensures that the brand spends its money exactly where it’s needed, and gets answers as rapidly as possible.
Questions about brand communications, for example – such as “is our advertising delivering?” – could quickly be answered using search and social data to measure the impact in-market. “Which channels generate the best ROI?” could be determined by the passive identification of people actually exposed to different media activities.
The integration of sales and behavioral data alongside surveys will allow questions like “am I translating equity into purchase?” to be answered rapidly. When marketers want to know, “how strong is my brand?” social media data alone can provide an indicator of the underlying equity of most brands.
Meaningful and future-focused
Tracking data gleaned from different sources has to be connected and intelligently treated and analysed in order to explain brand performance – to ensure that it indicates the brand’s future potential and informs early decisions about the actions to take to course-correct where necessary.
Marketers can turn hindsight into foresight by using measures that have already been proven to predict the future, or by applying predictive analytics and simulations. These link multiple data sources together and use models to detect the likely impact of marketing activity on sales performance, market share and price paid.
At the speed of business
To be really actionable, insights need to be delivered as soon as they’re required to allow for early decision-making and course-correction, and presented in a way that’s visually clear and impactful.
Better tech platforms and modular research methods will be key to the future of data delivery. Surveys will need to be delivered on any device. They should be short and focused so they work on smartphones and can be turned around fast. Results, too, will need to be accessible and shareable on any device – from real-time indicators of short-term activity (for instance online conversation that indicates the ad is being noticed), to deeper evaluations of whether the campaign is building the brand, and on to predictive insights that will improve the campaign’s performance – such as which channels and ads are giving the best ROI.
The technical capability already exists to automate the real-time delivery of data to client management systems, and present it via intuitive, user-friendly dashboards.
Bring that capability together with exactly the right data, integrated from the best available sources, using intelligent metrics and analytics, and marketers have the power to access a quality of information about the current and potential strength of their brands that has never before been possible.
The cost-effectiveness and speed of this approach allows marketers to ask as many questions as they like, as often as they need to – building up a deep, nuanced 360° picture of the brand. Not only do they understand how it’s being perceived and experienced by consumers today; they know what this means for its long-term equity.
They also have the information they need to make both fast, iterative decisions that have a positive short-term effect on in-market activity, and long-term decisions that shape the brand’s future strategy.
Marketers need fast, focused delivery of precisely the right data, from the best of all available sources.
A "data-agnostic" philosophy is not enough – data must be treated intelligently to provide real meaning.
Modular research and predictive insights mean money is spent exactly – and only – where it's needed.
Authored by Claire Spaargaren, Global Brand Director Tracking Millward Brown
Carter Murray, worldwide CEO of FCB, announced today that Rohit Ohri is joining FCB Ulka as group chairman and CEO, effective January 2016. Ohri is the successor to current CEO and group chairman Nagesh Alai who, after 25 years with FCB, is moving into a global role. Ohri joins FCB from Dentsu, where he was CEO of Dentsu Asia Pacific and, previously, executive chairman of Dentsu India Group. Alai will assume the role of global vice-chairman at FCB, working on special initiatives for Carter Murray.
“I want to thank Nagesh for dedicating his career to our FCB operations in India and for helping FCB Ulka become one of the strongest agencies in the country. I look forward to working with him on special global initiatives,” said Murray.
Ohri joins FCB Ulka with 26 years of experience in the industry. Under Rohit’s leadership, Dentsu India became the fastest-growing operation in the world. Prior to Dentsu, Rohit headed the Delhi office of JWT India. The office grew rapidly and became one of the most profitable offices of JWT globally. Furthermore, he was named one of the Top 10 Advertising Gurus in India by The Indian Express’s “100 Most Powerful People in India Survey” for three consecutive years (2012-2014) and Campaign India’s A- Lister for five consecutive years (2010-2014).
“When Nagesh and the Board introduced me to Rohit as someone they felt fitted the culture of the company, I was struck by his passion for what we do, his focus on great work and strong client relationships, and his natural gravitas,” said Murray. “If you add his track record in the industry, Rohit is someone whom I think will lead FCB Ulka forward with vision and energy, and keep the flame strong.”
With FCB’s newly restructured global company, Ohri will serve as a member of the global operating committee and report directly to Murray in New York. He will be one of the CEOs helping to guide the global company.
“FCB has gone back to its roots and is reigniting its brand essence under Carter’s leadership. The opportunity to partner with him, in what could be the most defining time in the history of FCB convinced me to quit my regional assignment and come back to India,” said Ohri. “FCB Ulka has a rich legacy of creating solid brand-building work. It’s a company that values partnerships, people and culture. The opportunity to build on this legacy and to take a great agency to greater heights is truly exciting. I’m delighted to be at the right place at the right time and with the right people.”
Ohri will be supported by FCB Ulka’s management board, which includes Shashi Sinha, executive director, Lodestar Media and CEO – Mediabrands; Niteen Bhagwat, executive director, Interface Communications and Asterii Analytics; MG Parameswaran, executive director of FCB Ulka Mumbai and Bengaluru, FCBi, Cogito; and Arvind Wable, executive director, FCB Ulka Delhi.
Ohri’s hire comes at a time when FCB is bringing in world-class talent to the agency - most recently with the hiring of Susan Credle as global chief creative officer. This signifies FCB’s continued focus on hiring top talent.
Singapore – Manulife (Singapore) Pte Ltd. has announced new appointments to its senior leadership team to support its strategic growth plans and align leadership responsibilities with key areas of focus for the company.
Carlos Vazquez has been appointed Chief Product Officer of Manulife Singapore. In his role, Carlos will oversee product management and pricing.
Carlos has 20 years of global experience, having lived and worked in six different countries, and is a 10-year veteran of Manulife. He has held senior roles in the fields of product development, pricing and risk management. Prior to joining Manulife Singapore, Carlos was the Chief Product Officer for Manulife Indonesia, where he led the launch of many product innovations for the market.
Carlos is a Fellow of the Society of Actuaries and a Member of the American Academy of Actuaries.
Wendy Walker will serve as Chief Marketing Officer and oversee marketing, branding, customer centricity, communications and analytics at Manulife Singapore. With a focus on driving brand recognition and customer engagement, she will work to consistently reinforce Manulife‟s position as a leading provider of protection, retirement and wealth management solutions. She is also responsible for leading the development and implementation of digital and data analytics strategies for the business.
Wendy is a seasoned marketing professional with over 20 years of experience across a variety of industries, including telecommunications, healthcare and travel. Prior to joining Manulife Singapore, she was the Chief Growth Officer – Asia Pacific at Mindshare, with overall responsibility for all marketing communications and new business development across the Asia Pacific region. She has also been a Board member of the Cancer Council – Western Australia since July 2013.
“We have ambitious plans ahead and assembling a world-class team with the right skills to take our business forward is essential,” said Mr. Naveed Irshad, President and CEO of Manulife Singapore. “It is my pleasure to welcome Carlos and Wendy to our senior leadership team. With their valuable expertise and global experience, I am confident that they will play instrumental roles in supporting and accelerating our growth, helping us to achieve our ultimate goal of fulfilling the protection, retirement and wealth management needs of our customers in Singapore."
NYF TV & Film Awards Unveils New Categories: Climate Change & Sustainability, Music, Crime Drama and Online Music Program
New York Festivals® International Television & Film Awards 2016 competition is now open for entries. Since 1957, New York Festival’s World’s Best TV & Films℠ competition has honored content in all lengths and forms and continues to celebrate exceptional and innovative programs being created today on all continents.
“Many awards competitions are national in scope or are by invitation-only or have other restrictions limiting eligibility,” said Rose Anderson, Executive Director of New York Festivals International Television & Film Awards. “Our rules make it clear: one world, one competition, one show.”
New York Festivals responsiveness to world-wide programming trends as well as monitoring creative/technological advancements within the television & film industry prompted Ms. Anderson to unveil the following new categories for the 2016 competition: Climate Change & Sustainability and Music were added to Documentary/Information Program, and Crime Drama was added to Regularly Scheduled Entertainment Program.
New York Festivals continues to expand their Online Programming category roster. Online Music Program was unveiled this year and Online Drama and Online Comedy Program, both launched in 2015, added to the robust number of online categories launched to showcase programming that satisfies the consumer’s appetite for easy access to content online.
Last year’s competition revealed a powerhouse of categories to recognize creativity from media content creators around the globe including: Mini-Series, Movie Trailer, Culinary Program, Sound Design, and Video Art & Experimental Film and Lifestyle Program.
“New York Festivals is sensitive to the continually evolving programming trends, adding Lifestyle Program and Culinary Program categories showcases content created for this ever-expanding viewership and the Reality TV Drama (Structured and Unstructured) category addresses the explosion of content in the reality TV genre,” said Ms. Anderson. “NYF’s TV & Film Awards categories mirror the wide spectrum of programming being created across all continents and New York Festivals celebrates and encourages the world’s storytellers.”
The 2016 Television & Film Awards gala will take place at the annual NAB Show in Las Vegas on April 19th, 2016. This official partnership with NAB Show, now in its sixth year, showcases the competition to more than 103,000 media and entertainment professionals from 164 countries, including 1,614 industry press representatives, and over 1,700 exhibiting companies.
The 2015 Television & Film Awards Grand Trophy winners: “Outside the Lines Special Report: The "N" Word” ESPN USA; “Houdini” History Channel USA; and “Years of Living Dangerously” SHOWTIME Presents, A Roaring Fork Films Production. Gold Medal winners included: “FIFA World Cup Final” ESPN; “Sochi 2014 Olympics Opening Ceremony” Channel One Russia; “Whitey” Radical Media, CNNFilms ; “iHeartRadio Music Awards 2015”Done+Dusted; “Cilla” ITV; “Vikings” History Channel ; “Anthony Bourdain Parts Unknown: Get Packing” CNN; and “Journey to the South Pacific” MacGillivray Freeman Films.
2015’s Specialty Awards: CNN USA earned the Broadcaster of the Year Award, The Edge Picture Company UK was awarded Production Company of the Year, Ken Aagaard Executive Vice President, Operations, Engineering & Production Services, CBS Sports, was honored with the New York Festivals Lifetime Achievement Award.
The deadline to
All Entries in the 2016 competition will be judged online and screened by New York Festivals Television & Film Awards Grand Jury of 200 plus producers, directors, writers, and other creative media professionals from around the globe. Award-winning entries will be showcased on the NYF Television & Film Awards website.
FCB Ulka Digital, the digital arm of FCB Ulka, has appointed Gerard Jayaranjan as Creative Head - Digital.
Prior to this, Gerard was with iContract, the digital division of Contract Advertising where he worked as the Senior Creative Director. He will report to Satbir Singh, CCO, FCB Ulka.
Gerard has done stints with Havas Worldwide, TBWA, DDB Mudra and Mcann Erickson. With a blend of Mainline and Digital Advertising, he has a strong understanding of brands and creative solutions irrespective of the medium used.
Commenting on the appointment, Satish Ramachandran, Senior Vice-President, FCB Ulka Digital, says, "We have been growing way ahead of industry, this has been possible due to fact that we have been consistently investing in talent and technology. Gerry is a perfect addition to the team with his passion and experience in the space."
Satbir Singh, Chief Creative Officer, FCB Ulka, says, "Gerry is one of those handful of creative guys out there who can think compelling ideas and have a firm grasp on the role of technology. He just had to be in our team."
On his new role, Gerard Jayaranjan says, “It was actually a no-brainer when Satbir called me for this role. Having worked with him for 5 years, we both are very comfortable with how we work and we know what to expect from each other. The learning has been immense during my earlier stints with him and I hope to continue that while working with him again. He has always been one of the creative leaders who I have looked up to in the country. The other thing that convinced me completely was the growth and the profile of FCB Ulka Digital. I was blown away by the numbers, the clients and the awards that the agency has been quietly accumulating over the years under Satish. I am excited to be a part of this organization and do my bit to get the agency its deserved place”.