03 February 2023 21:31

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Milestone Research of Telco and Brand Marketing Leaders Reveals Strong Interest in Strategic Partnering Around Customer Insight, Engagement and Revenue Growth

New research from the Chief Marketing Officer (CMO) Council reveals that brands and communications service providers will need to become tightly coupled in order to truly fulfill their shared vision of delivering a more gratifying, valued and relevant omni-channel experience for customers.

The milestone study, dubbed “Getting Serious About the Omni-Channel Experience,” uncovers a healthy interest among brands for tapping the upgraded digital infrastructures, subscriber access and enormously valuable data repositories of mobile network operators and telco carriers as they seek to deliver a more consistent, unified and enriched experience across all digital and physical channels.

More than 80 percent of brand marketers surveyed by the CMO Council in the first half of 2017 say their brands are extremely, very or increasingly reliant on global customer connectivity, secure digital communications, real-time customer interaction and multi-channel content delivery.

Almost half of non-telco marketers surveyed by the CMO Council see a potential leadership role for communications service providers to provide brands with an optimized framework for omni-channel engagement. Only 11 percent do not, and 40 percent are uncertain.

In contrast, 56 percent of telco industry marketers believe that non-telco companies are out-performing telco operators and communications service providers in delivering a true omni-channel experience. This compares to one quarter who do not.

Surprisingly, just 4 percent of subscriber-reliant telco companies believe they are giving their customers a consistent, personalized and contextually relevant experience across all traditional and digital channels by leveraging persistence of information, respecting the privacy of customers, and aligning the business needs with IT. On the non-telco side, the picture is just as dismal. A nominal 1 percent of brand marketers say they have a complete omni-channel management (OCM) model in place.

“Less than 10 percent of telco marketers believe they are highly advanced and rapidly evolving when it comes to being more data-driven, customer-responsive and digitally adaptive,” notes Donovan Neale-May, Executive Director of the CMO Council. “More than 25 percent list functional integration; cultural, technical and operational hurdles; and resistance to change as obstacles to evolving to a true OCM model.”

The research shows that more than 50 percent of telcos have partnered with non-telco brands on marketing and promotional campaigns; nearly 70 percent of those report very positive, productive and fruitful relationships with good outcomes.

The CMO Council is teaming with the Open ROADS Community to create an actionable framework for more effective and consistent engagement across all customer touchpoints and channels of digital interaction. The aim of the initiative is to advocate a common model, implementation roadmap, and best practices and processes for evolving to a higher level of customer experience, value creation, retention and business performance.

“Omni-channel isn’t a simple one-way street. In fact, our very name reflects the complexity of omni-channel transformation: Real-time, On-Demand, All-online, Do-It-Yourself, and Social,” explains Trevor Cheung, COO of Open ROADS Community and Vice Chair of The Open Group. “Delivering the ROADS experience is an experience requirement and an architectural principle and it cannot be a single department fix. Marketing, technology, and customer service must work together. We believe the mindset, culture, and really the whole ecosystem needs to work together. This is necessary to handle the new consumer generation, but also the new business generation.”

 

Italian MNC, Bauli Bakes and Sweets has appointed Law & Kenneth Saatchi & Saatchi to handle its integrated communications business for India following a multi-agency pitch.

The agency’s Mumbai office will handle Bauli’s brand portfolio and nationwide launch across mainline and digital marketing communications.

Established in 1922 and based out of Verona, Italy; Bauli has been a symbol of Italian confectionary art in many parts of the world. Today Bauli is present in more than 70 countries worldwide and is now ready to bring its rich Italian tradition to India with the launch of Bauli Moonfils. Pursuit of excellence being its guiding principle Bauli Bakes and Sweets is committed to create top quality products globally.

Raghav Ravichandar - Senior Marketing Manager, Bauli India said, “We are excited to have one of the world's leading creative powerhouse agencies partner us to ensure the Bauli legacy becomes a household name in India as is in Italy.”

Law & Kenneth Saatchi & Saatchi will look to support Bauli in its big bang launch and stay true to its legacy of helping brands become a true lovemark.

Rohit Malkani - Executive Creative Director (National), Law & Kenneth Saatchi & Saatchi said, “This was a particularly ‘sweet victory’ for us. It was a pitch that was fought with a truly integrated approach and that made all the difference. Law & Kenneth Saatchi and Saatchi has a history of partnering clients from scratch to build Superbrands. Bauli is a confectionery giant in Italy with ambitious plans for India, it’s going to be an exciting ride with a slew of amazing products and a great team to work with.

Thursday, 31 August 2017 00:00

Imagica wins the India Licensing Award 2017

Imagica has been awarded the India Licensing Award in the Theme Park Category for being the only theme park to successfully license and monetize its IP and character based merchandise. The award, which was a part of India Licensing Expo (ILE), India’s first and most influential brand licensing show, was held on 20th August, 2017 at Sahara Star, Mumbai.

On this occasion, Ms. Pooja Shetty Deora, Brand Advisory Imagica , said, “Our objective for retail merchandise has been for every visitor to proudly take back a memory of the great time they had at our parks. Licensing our characters gives us more opportunities to reach a larger audience, introduce the idea of Imagica, create awareness and engage with them outside the physical constraints of the parks, thus meeting a brand’s ultimate objective – of playing a role in the life of a consumer.”

Imagica is now open to exploring licensees, who can take Imagica’s product portfolio outside the park and ecommerce and distribute to various other geographical regions, making it easily available. They expect a licensee to bring on board competencies and efficiencies of retail that will complement the already existing product knowledge of Imagica’s retail team.

While Imagica has been able to create and explore categories like Apparel and Back to School along with figurines and soft toys, the plan is to innovate in these categories as well as explore new categories.

India Licensing Expo is one the country’s first and largest brand licensing platforms, that brings together the licensing fraternity to apprise themselves on the concept of licensing as business model, provides a platform for licensors, agents & licensees to meet & collaborate on business opportunities, and recognizes excellence in licensing ecosystem.

Global business performance agency focuses on innovation and transformation with appointment

iProspect continues to bolster its global executive team with the appointment of Rohan Philips as Global Chief Product Officer. In his new role, Rohan will direct and oversee iProspect’s roadmap for central product development, adoption and commercialization across its 52 markets. Rohan will report to Global President, Ruth Stubbs, and will be based in Singapore.

“Our ambition is to drive business performance for our clients. This requires a mindset that is inspired by the future, delivered today, and Rohan fully encapsulates this. A dynamic approach to the development and evolution of our global product set is a vital component in our ability to engage audiences across all platforms and connect brands to consumers. As a business, we must become more sensitive to the challenges clients are facing. With Rohan’s hire, we have now finalized a recalibrated leadership team – specifically designed to address delivering these capabilities for our organization, Dentsu Aegis Network and the clients that we serve”, commented Ruth Stubbs, Global President, iProspect.

“iProspect have a heritage of driving business performance by innovating in a complex digital landscape,” said Rohan. “The impact of data and automation has led to the convergence of media, media becoming more accountable and ultimately performance based. iProspect is a company built on the real time and addressable media environment since inception. I am looking forward to leveraging this strong foundation to expand its capabilities, whilst also contributing to the successful Dentsu Aegis network operating model to ultimately deliver business performance to our clients.”

Rohan joins iProspect from GroupM, where he had served as the Vice President at [m]Platform and Xaxis, prior to this Rohan played key roles on data and technology across Europe and Asia Pacific.

One of India’s biggest superstar, Akshay Kumar turns 50 this year and has done over a whopping 120 films in his glorious career. With one of the highest number of hits and eight movies in the Rs. 100 crore club, Akshay Kumar’s films across genres have been consistently successful at the Box Office and have broken several viewership records on television as well. Zee Cinema – The World’s Largest Movie Theatre For Hindi Movies will celebrate his accomplishments and present audiences with some of his films that kick-started his this journey to stardom.

One of the most successful properties of Zee Cinema, ‘Shanivaar Ki Raat’ has been credited for entertaining audiences with Amitabh Bachchan’s biggest blockbusters. Passing the baton from the Shahenshah of Bollywood to India’s most loved family entertainer Akshay Kumar, Zee Cinema will now present ‘Shanivaar Ki Raat Akshay Ke Saath’ with some of his movies that have never been shown on television before. From the cramped streets of Chandni Chowk to being a chef in Bangkok, he started out as an action hero in the film Industry and expanded his boundaries with time. His journey is one of the most inspiring success stories of Bollywood as he essays a variety of characters with ease including that of a patriot, a heart-throb, a dotting son, a caring friend, a loving partner amongst many others.

In the late 90s and early 2000s, if there was a duo who was delivering back to back hits in the Hindi film industry, it was Akshay Kumar and Suneel Darshan. The actor-director-producer duo gave several successes and became the trade’s favourite jodi. With a marvelous career spanning over 25 years, Zee Cinema will treat his fans with his films every Saturday at 9 PM. The birthday month celebration begins with Jaanwar, Andaaz as the birthday bonanza and continues with Ek Rishta and Dosti: Friends Forever. Kick-starting the festival will be the crime and love drama Jaanwar on 2nd September, starring Akshay Kumar opposite Karisma Kapoor and Shilpa Shetty along with Mohnish Behl, Aashish Vidyarthi and Ashutosh Rana. Next in line, catch the romantic musical Andaaz on 9th September. Marking the debut of Priyanka Chopra and Lara Dutta, Andaaz not only had a stellar box-office collection but was also loved for the performances by the lead cast. In the following week, Zee Cinema will treat viewers with Ek Rishta on 16th September, in which Akshay Kumar shared the screen space with Megastar Amitabh Bachchan. On 23rd September, Zee Cinema presents Dosti: Friends Forever starring Akshay Kumar along with Bobby Deol, Kareena Kapoor and Lara Dutta.

Celebrating the magnificent journey of Akshay Kumar, the festival will commence with these time-honored hidden gems of Akshay Kumar that will telecast for the first time on television and have a remarkable conclusion with the World Television Premiere of Akshay Kumar’s latest blockbuster Toilet: Ek Prem Katha.

Business Head, Zee Hindi Movies Cluster, Mr. Ruchir Tiwari said “Shanivaar Ki Raat Amitabh Ke Saath was one of the longest running and most prestigious property of Zee Cinema. The entertainment quotient of Amitabh Bachchan’s blockbusters has enthralled audiences since decades. After Mr. Bachchan, Akshay Kumar stands as an ace family entertainer who caters to various audience segments with a humongous loyal fan following and is a viewership magnet. Hence, he can rightly take forward the legacy of ‘Shanivaar Ki Raat’ and take it notches higher. We are thrilled to add Suneel Darshan’s repertoire to Zee Cinema’s vast library as these films mark the beginning of Akshay Kumar’s successful career. Zee Cinema will also entertain audiences with Gold, 2.0, and Pad-Man”

Ever since he started as a producer in 1988, Suneel Darshan was a rare producer who did not sell the satellite rights of any of his movies. Giving the satellite rights of Akshay Kumar’s films amongst other blockbusters to Zee Cinema, Suneel Darshan said, “Television is a growing medium that is available in every household and Zee Cinema is synonymous to being the family movie destination in millions of Indian households. Working with Akshay has always been a great experience. He is disciplined and fun loving at the same time. Akshay made a comeback with Jaanwar, strengthened his position with Ek Rishtaa and sky rocketed after Andaaz. I have launched many newcomers like Karisma Kapoor, Miss Universe Lara Dutta, Miss World Priyanka Chopra, Kareena Kapoor opposite Akshay Kumar. With Zee Cinema showcasing our movies for the first time on television, I am excited to see the audience response. It is the same feeling one gets when a film is about to hit the theatres. I am hopeful of receiving greater adulation than we did during the theatrical release.”

Catch the charm, style and elegance of Akshay Kumar with ‘Shanivaar Ki Raat Akshay ke Saath’ every Saturday at 9 PM

 

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