MediAvataar's News Desk
• New brand reflects fundamental transformation to diversified industrial group
• Brand promise places focus on customers
• Brand to be introduced gradually: no lavish advertising campaign
In the future thyssenkrupp will use one common brand the world over. The redevelopment of the brand reflects the transformation of the Essen-based technology company to a diversified industrial group. “thyssenkrupp has changed in recent years. We are a different company today. We have become more diversified and as a result more stable,” says Dr. Heinrich Hiesinger, CEO of thyssenkrupp.
“However, we are not yet perceived everywhere as the high-performance industrial group we are and want to become even more. That’s why we decided to redevelop the brand,” adds communications chief Alexander Wilke. The new brand puts a stronger focus on customers. It communicates the company’s positioning as a diversified industrial group and its aspiration to work in an integrated way, leveraging internal synergies and creating added value for customers, employees and shareholders.
The new branding is based on a survey of more than 6,000 customers, employees, applicants, investors, works council members, public figures and consumers. The findings: thyssenkrupp scores highly on engineering. The company and its employees and products are seen as high-quality and reliable. The new brand identity builds on this image and at the same time puts an even stronger focus on customer requirements.
The new brand condenses what thyssenkrupp stands for in a logo, a slogan, and new colors. Wilke: “But these are only the visible elements of our brand. At its core is our brand promise – because it places the focus on customers and says how we want to advance them.”
“The new brand does not mean that we have reached the end of our transformation. But it is designed to give a further boost to our change process both inside and outside the company,” Hiesinger continues. That is why thyssenkrupp will use one common brand in the future. Over 180 different brand identities currently exist side-by-side within the Group. That results in complexity and an inefficient use of resources. The single brand will create a unified image among customers and employees. This is also underlined by the new logo. The Thyssen and Krupp signets, previously separate, now form a single element.
The new slogan engineering. tomorrow. together. condenses the brand promise “and describes in three words who we are, what we do and how we do it,” says Wilke. The new brand deliberately represents an evolution. thyssenkrupp will be introducing the new brand gradually and in accordance with the company’s financial situation. There will be no lavish advertising campaign. Service vehicles, trucks used by the logistics unit, office stationery, work clothes, etc. will only appear in the new brand look when they are due to be replaced anyway. Overall thyssenkrupp is investing a mid-single-digit million euro amount in the new brand.
Tata Sky expands its global news channel offerings in India
Adds Channel NewsAsia International to its bouquet
Tata Sky, the leading DTH (Direct To Homes) player in India, today launched Channel NewsAsia International on its platform.The pan-Asian channel is now available to Tata Sky subscribers on channel number 535.
Ranked among the top three most preferred English news channel in Asia*, Channel NewsAsia International’s launch on Tata Sky will enable the channel to reach over 14 million households in India.
The channel was established in March 1999 by MediaCorp, the leading media organisation headquartered in Singapore and is an English language Asian TV News channel. It is now available in over 58 million households across 27 territories in Asia. It offers news every hour on the hour, business programmes, current affairs, documentaries and lifestyle programmes, showcasing Asia from within Asia.
“We are delighted to be entering the DTH market in India exclusively through Tata Sky, and I would like to take this opportunity to welcome all our new viewers to Channel NewsAsia International. Over the years we have devoted more resources to cover India, not only through the news, but through hard hitting investigative documentaries which have won international acclaim. India is key to the present and future of Asia. We believe we are well placed to understand, present and interpret how India's role in the global economy will depend on changes in its political and economic climate. But more importantly, the channel is about Asia, and helping to foster understanding and insight across Asia. We look forward to offer our unique, content to all viewers across the country through our partnership with Tata Sky,” said Ms Debra Soon, Head, News Segment, with the Channel’s parent company, MediaCorp.
Paolo Agostinelli, Chief Content & Business Development Officer at Tata Sky added, “We have always believed in offering a wide range of global news content and are delighted to offer our subscribers the award-winning Channel NewsAsia International. With a significant mix of both international and India-specific news, we are certain that our subscribers will continue to enjoy our latest addition to the news genre.”
Beyond news and current affairs programmes, viewers of Channel NewsAsia International on Tata Sky can enjoy the channel’s popular travel & lifestyle shows, for example a taste of the travel, food and culture of the renowned destinations of Japan and Taiwan, in ‘Japan Hour’, and ‘Welcome 2 Taiwan’; and ‘Luxe Asia’, for an exclusive look inside the intriguing worlds of Asia. Business programmes such as ‘Asia Connect’ keeps people who live and work in Asia updated on the latest in news and the financial movements and trends; and ‘Money Mind’ tells you how to make the most out of your money and connecting your financial goals.
With the introduction of Channel NewsAsia International, Tata Sky has now expanded its bouquet of news channels to 96, which include 14 English news channels, 22 Hindi news channels and 57 regional news channels.
Led by Hannah Blake, MEC Tonic will work with brands and start-ups to create successful partnerships
MEC is launching MEC Tonic, a new division delivering tech-first solutions to clients via start-ups and early stage companies, Jason Dormieux, the joint CEO announced today.
It has been launched to drive marketing transformation by helping brands use emerging technology at the points in the customer journey that have the biggest impact on purchase decisions. It very much reflects demand from clients for help in developing their wider digital marketing strategies.
The new launch will be led by Hannah Blake, MEC’s director of open innovation. Blake joined in February from BBC Worldwide Labs, where she was programme manager. She will report to Ben Poole, MEC’s recently appointed chief digital officer. Blake has been building the division with MEC’s head of mobile Jide Sobo and group strategy director Toby Strangewood.
Blake said: “There is a growing ecosystem of support and mentoring for start-ups but very little exists to educate and challenge established companies on working with emerging technology. Brands need to work faster, take risks, allocate budget and dedicate resource if they want to deliver innovation successfully.”
MEC Tonic will adopt a proprietary process to help brands realise successful business outcomes from start-up and technology partnerships. It is already working with a portfolio of leading UK start-ups including Seenit, Openr, Rezonence, and US companies, Quid and Affinio.
Stage one is designed to educate and inspire clients, helping them understand how technology can transform their business.
Stage two will help increase tech-first responses to client briefs as well as pro-actively spot off-brief, innovative opportunities through technology such as iBeacons, artificial intelligence or virtual reality. This stage will be supported by a team of newly appointed innovation pioneers from across MEC who will help match the right start-up to a client opportunity.
Stage three is a consultative service designed to source new technology against clients’ wider business challenges via a six month ‘Sprint’. This culminates in an accelerated partnership between a client and the most promising start-up, funded by a ring-fenced budget agreed at the start.
Jason Dormieux said: “Technology continues to disrupt client marketing strategies. For brands to be on the front foot we need to take innovation via new companies and business models seriously. We’re excited by MEC Tonic’s new approach to delivering growth for our clients and our industry.
MEC is also introducing an Intrapreneurs programme to encourage innovation from within the agency.
98 Percent of Marketers Say Online and Offline Marketing Are Merging
Digital marketing is now mainstream, and digital commerce is a top priority for marketers, according to a survey of marketing executives by Gartner, Inc.
The survey also found that marketing budgets increased 10 percent in 2015, with 61 percent of respondents saying they expect budgets to increase again in 2016.
These findings form part of Gartner's 2015-2016 Chief Marketing Officer (CMO) Spend Survey that included responses from business leaders responsible for marketing — in particular, digital marketing — in 339 large and extra-large companies in North America and the U.K. Respondents represent organizations with more than $500 million in annual revenue across seven industries: financial services, high tech, manufacturing, consumer packaged goods (CPG), media, retail and transportation/hospitality. The survey took place between May and July 2015 and marks the fourth year that Gartner has surveyed marketers on spending priorities and marketing operations.
"There is little doubt that digital marketing is now mainstream," said Yvonne Genovese, group vice president at Gartner. "Marketers no longer make a clear distinction between offline and online marketing disciplines. As customers opt for digitally led experiences, digital marketing stops being a discrete discipline and instead becomes the context for all marketing. Digital marketing is now marketing in a digital world."
Ten percent of marketers say they have moved beyond digital marketing techniques and are expanding marketing's role to create new digitally led business models. The blurring of the physical and digital worlds represents opportunities for marketers to apply customer insights to create and test new digitally led experiences and business models. Digital commerce is surging, capturing 11 percent of the digital marketing budget (up from 8 percent in 2014) as marketers become more accountable for driving results.
"The rise in digital commerce is an opportunity for marketers," said Jake Sorofman, research vice president at Gartner. "There was a time when marketing and selling were two distinct disciplines. In many cases, digital merges these two into a single, continuous activity from initial awareness, through engagement, conversion, transaction and repeat purchase. Marketers can now tie spend to revenue. In fact, it's becoming a mandate."
Two main factors are driving marketers' interest in digital commerce: the need to point to tangible results from marketing investments, and the recognition that companies need more than a commerce platform to sell. In the past, we've seen digital commerce operations wholly disconnected from the marketing engine. Today, we're seeing integration between marketing and digital commerce as two parts of a single discipline, where marketers bring everything from content marketing and brand storytelling to advanced analytics and multichannel campaign management to optimize digital commerce across channels.
B2C companies have long been considered more sophisticated in digital commerce, but we're seeing growing appetite by B2B companies under pressure to reach customers directly with digital commerce initiatives. They are looking to engage customers directly to better understand their needs, preferences and behaviors.
As CMOs face the digital transition, the survey showed that overall marketing budgets are on the rise. This year, 61 percent of respondents said that marketing spending will be, on average, 11 percent of company revenue, up from 10 percent of company revenue last year. That one percentage point change represents a sizable increase — 10 percent, year over year — in marketing spend.
"Bigger budgets, however, come with sizable expectations," said Mr. Sorofman. "Marketing is expected to drive profitable growth through the acquisition, retention and expansion of the most valuable customer relationships. As customer buying journeys and customer expectations expand, so, too, does marketing's scope of responsibility. As a result, the marketing remit now often includes driving broad-mandate customer experience, digital commerce and innovation initiatives."
In the era of “The internet of things” the logic and the processes of digital media are finally entering the space of traditional media.
Targeting online audiences in real-time is based on technology that has been around for a long time, allowing advertisers to present relevant messages at the right time to the right people. The ability to track results through analytics dashboards, live testing and user feedback on advertising messages means being able to use budgets in the most efficient way.
New technologies, especially in out-of-home advertising, have started to bring the benefits of digital to traditional advertising spaces. Billboards, equipped with cameras and small computing units, use technologies like facial recognition to profile who is looking at the ad and provide a relevant creative. An impressive demonstration of this technology, was a gender-detecting billboard that only displayed beer advertising to women. Adding a second layer of data, such as weather, location and time of the day allows for even further targeting – opening up endless possibilities for advertisers.
Recently Google’s DoubleClick platform launched a trial that uses data collected in real time to display targeted ads on billboards in London’s streets – based on weather, audience, local events and more.
What the change means
While most of the campaigns using real-time data to display ads on billboards so far have been publicity stunts, DoubleClick’s trial in London shows that the technology is about to go mainstream. Given its massive reach on the web, the move is to be taken seriously, and we can expect to see more relevant ads on shopping streets that we are used to from the web, on shopping streets all around the globe.
What are the implications for advertisers?
Leveraging data to provide more relevant advertising at the right time and place, online and offline, essentially means maximizing the efficiency of your advertising budget. Integrated, data-driven campaigns are not limited to the digital space anymore: Possibilities that have existed and proven to be effective on the web can now be used offline, allowing advertisers to choose from a wider array of options when it comes to planning a campaign.
As the technology matures, and with billboards increasingly being embedded with smart sensors we can expect to receive live feedback on advertising messages in the offline spaces – allowing us to tweak, change and create messages according to a variety of variables. How about displaying a nice cup of tea as temperatures hit zero degrees, a pint of beer when your favorite team has won or a cute kitten when you’re frowning
Written by Alex Jaspers, Creative Technology Strategist at Metalworks by Maxus