26 September 2022 09:26

MediAvataar's News Desk

MediAvataar's News Desk

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Award-winning digital product studio has joined DEPT®, one of the fastest-growing digital agencies in the world

Two Bulls, an award-winning digital product studio based in Australia, has joined DEPT®, one of the fastest-growing digital agencies in the world. With clients including Verizon, Hasbro and MailChimp, Two Bulls specialises in solving complex challenges with simple digital solutions by converging innovative engineering, creative perspective and thoughtful design. The Melbourne-based agency marks DEPT®’s expansion in Australia and the wider APAC region, and will bolster its global digital product services offerings.

“At Two Bulls, we don't just love our work because the challenges are interesting, we love it because solving them is meaningful,” said James Kane, CEO, Two Bulls. “Finding a partner with a similar culture, client base, and understanding of the digital reality was one of the most important factors for us when deciding to join as the first agency in the APAC region. Being B Corp certified is, of course, a big plus too. DEPT® is on an incredible adventure to become the best agency in the world, and we can’t wait to add our local knowledge and pioneering spirit into the mix.”

Founded in 2009, Two Bulls works across multiple industries, with particular experience in health, family and public sector. Its team of 120+ creative engineers have pioneered the Australian digital products market on a mission to solve complex and meaningful problems in simple ways. Two Bulls’ family division, Two Moos, is an internationally acclaimed player in the games and family entertainment business. It counts the development for client Weyo of ‘Sesame Street Yourself’ and ‘The Wiggles Fun Time with Faces’, both featured as App of The Day, among its many successes.

“We’ve admired Two Bulls from afar for a while now; they really are Australia’s go-to studio for digital product strategy and design,” said Dimi Albers, CEO, DEPT®. “They know how to effectively combine technology and marketing, have long standing relations with their clients and, most importantly, don’t forget to have a lot of fun along the way. I’m sure that their entrepreneurial spirit will help drive DEPT® forward in Australia, the wider APAC region and beyond.”

Founded in Amsterdam in 2015, DEPT® has quickly grown across the globe, from 150 people in The Netherlands to more than 3,500 people in seventeen countries across five continents, working with brands including Google, Philips, eBay, Patagonia, ASOS, and Diageo. The agency launched in Asia Pacific at the start of the year, headed up by former Havas regional CEO Vishnu Mohan, and is planning further expansion in the region.

"Asia Pacific is an important part of our vision of being the best global digital agency in the world," said Mohan. "We are working hard to bring the full DEPT® value proposition to life in the region, and joining forces with such a talented, pioneering team like Two Bulls will be hugely beneficial to our clients."

Now part of DEPT®, Two Bulls will continue to operate under the leadership of James Kane, Founder and CEO, and Evan Davey, Founding Partner. JEGI CLARITY brokered the deal.

Netcore Cloud’s Smartech increased overall revenue gains for Sterling Holidays by over 13.4% within 90 days of implementation

Netcore Cloud, a profitable SaaS company and global leader in customer communication, engagement, and retention, today announced that it has enabled holiday lifestyle company Sterling Holidays to enhance profitability and growth through its AI-powered user engagement and customer experience platform.

An independently managed subsidiary of Thomas Cook, Sterling Holidays was launched in 1986 to provide its customers with immersive experiential holidays. The company faced several challenges while operating in an extremely demanding travel industry and working with a unique business model that promoted Sterling Resorts exclusively. The company sought an innovative, technology-driven approach to enhance user conversions and sales. Netcore Cloud conducted a detailed analysis of the company's website traffic, products, and customer behavior to identify the right solution to the company's unique challenges and requirements.

Empowered by Netcore Cloud's AI-led data-driven segmentation, Sterling Holidays has successfully been able to develop a - more targeted approach towards product suggestions, keeping into account the individual interests of users. Netcore Cloud's experience and engagement platform have helped Sterling Holidays to:

Overcome user drop-offs through various triggered campaigns to help target users even before they have signed up which dramatically helped reduce the chance of losing out on a new customer such as web pop-ups

Onboard and nurture new customers through an engaging ‘welcome series’ that was implemented across its email and SMS channels and helped target the right user, at the right time, through the right channel

Improve customer conversion speed and rates through personalized and exclusive coupon codes embedded in campaigns. The discount coupons acted as an incentivized nudge and were offered to users before the completion of their booking

The engagement with Netcore Cloud contributed 13.4% of overall revenue within 90 days of implementation. Website conversion rate and sessions with transactions improved by 38.5% and 12.43%, respectively. Furthermore, the collaboration also helped Sterling Holidays to strengthen their unique purchases by 12.41% and reduce the abandonment rate by 8.06%.

Speaking on this partnership, Harinath Mohanasundaram, Head of Marketing, Sterling Holidays said, "Netcore Cloud has helped us focus our attention towards more personalized and targeted marketing with the help of dynamic segmentation and drip marketing approach. This has helped us dramatically increase user stickiness and reduce drop-offs in an extremely short amount of time which in turn boosted our conversion rate by over 38%."

Kalpit Jain, Group CEO, Netcore Cloud, said, "Customer expectations from the travel industry have shifted significantly. Travelers now seek more personalized and engaging experiences that exceed the basics of ticketing, accommodation, and food. To remain competitive and future-proof their businesses, travel companies must prioritize Customer Experience (CX) right from the search and browsing point of the customer’s journey. We are extremely delighted that our collaboration with Sterling Holidays has helped the brand create more engaging and immersive experiences for its customers."

Moving forward, Netcore Cloud's engagement platform will help Sterling Holidays develop a single view of its consumers, empowering them to deliver more contextual product recommendations along with improving its add-to-cart and conversion rates.


Viacom18 Sports’ free-to-air Hindi sports channel offers fans compelling storytelling around famous rivalries, revered heroes, sporting dynasties, and seminal moments

Viacom18 Sports’ Free-To-Air Hindi sports channel Sports18 Khel expands its content offerings with five new non-live shows aired every weeknight at 8:00 PM. The archive-footage-based shows offer viewers compelling storytelling around famous rivalries, revered heroes, sporting dynasties, and seminal moments.

The programming tipped off August 17th with वो लम्हें (Woh Lamhe), a series that took viewers through the stories behind some of the most iconic images that captured a seminal moment in sports history. शॉर्टलिस्ट (Shortlist), aired every Thursday, focuses on the most memorable sporting moments, including comebacks, greatest debuts, sports dynasties, etc. Friday nights, fans can enjoy stories of their favourite sports heroes through a show called धाकड़ (Dhaakad).

स्पोर्ट्स के सिकंदर (Sports Ke Sikander) on Monday nights is a celebration of the careers of the greatest names in sports, a mix of athletes and coaches who have etched their names in history forever. Tuesdays will be a time to relive some of the biggest rivalries in sports on टक्कर (Takkar). Whether India vs Pakistan in cricket, Roger Federer vs Rafael Nadal in tennis or Ferrari and Mercedes going wheel-to-wheel in Formula1, the show’s got fans covered if they want to relive the excitement, heartbreak and thrill of these duels.

“The content line-up reiterates our commitment to make sports easily accessible and expand the genre’s consumption among this audience,” said Viacom18 Sports Head of Content Siddharth Sharma. “Each show is unique, and the narrative is customized to engage the viewers further and educate them about these fascinating stories.”

Sports18 Khel is also broadcasting live the 131st edition of the Durand Cup. In addition, Jungle Rumble, a boxing night that featured Olympic Bronze medalist Vijender Singh’s winning comeback to the ring after a year, was also live on the channel on August 17th.


Havas Life Sorento (HLS), the health division agency of Havas Group India, has announced the appointment of John Mathew as President.

As a part of his role, John will oversee the HLS business in collaboration with the Global Havas Health & You (HHY) team. He will work towards providing a new horizon to the existing business while additionally creating a reliable gateway for new business opportunities. John will support Sangeeta Barde, Managing Director, Havas Life Sorento, in further building the agency’s perception and position in the market.

Havas Group India has seen exponential growth over the last three years through its three verticals - creative, media, and health, which are spread across 15 agencies and verticals. As a result, Havas Group India is the country's fastest growing advertising conglomerate. Havas Life Sorento has played a pivotal role in this growth journey, through its new business growth, cutting-edge work, and thought leadership. To maintain this momentum, the agency has been strengthening its teams, and John's appointment comes at an important juncture in HLS's growth journey.

Speaking about the appointment, Sangeeta said, “Havas Life Sorento has been witnessing a robust growth trajectory on the back of innovative campaigns over the last few years. We’re delighted to welcome John on board as we continue to grow further, breaking barriers and disrupting conventions for the health of brands, businesses, and people through purposeful and meaningful work.”

John Mathew said, “Returning to advertising is an exciting homecoming for me. It’s even more exciting to be a part of Havas Life Sorento which arguably is the most comprehensive and integrated health and wellness communications and strategic business solutions company in India. As HLS enters its next growth phase in Health Marcom, health Content and Health-Tech Solutions, I hope to make a meaningful difference to the business and brands of our clients by applying the learnings I have had so far and from the learnings of ‘Havas Life and Havas Health & You’ by collaborating with the talent across our group companies.”

“I am delighted with the progress and the growth we have made with Havas Life Sorento in the last few years with Sangeeta at the helm. It became pertinent to further bolster the leadership team of the agency and I am glad John has taken on this profile. I wish him all the best and welcome him to the Havas Family”, said, Rana Barua, Group CEO, Havas Group India.

With an experience of over 24 years, John has been instrumental in building prominent brands like Cipla, RK Swamy BBDO, Novartis Healthcare & Glenmark Pharmaceuticals. Most recently, he was a part of Glenmark as Head - Digital & Multichannel Marketing, where he facilitated the building of brands like Fabiflu in record time, building a technology platform for online doctor engagement and strengthening multichannel marketing strategy and Governance. He has also assisted in bringing the culture of implementing customer feedback to digital platforms, review market changes and technological gaps that provide an extra edge to the digital world. Over the course of his career, he has also founded and introduced four different consumer health platforms.

Sunday, 04 September 2022 00:00

Do The Old Music Programming Rules still apply

For as long as I can remember, programmers have been taught lifelong music tastes are formed during the teenage years and there is plenty of research to support this long held belief. But data released last month by Luminate challenges this widely held assumption.

For Gen X-ers “music from the 80s and 90s could have more staying power than other decades. This is because younger generations listen to music that was that was relevant before they were teenagers/young adults at much higher rates than previous generations, while listening to music that was relevant during in their teen years at lower rates” according to Luminate.

Is should be no surprise then the Classic Hits format playing music primarily 80s music is the most popular format in the Top 25 US Radio markets* – Classic Hits stations were ranked in the Top 3 in 17 of the top 25 American radio markets according to the June 2022 Nielsen PPM ratings.

Meanwhile Luminate reports the digital consumption of current titles continues to decline whilst catalog streaming has increased 19% so far in 2022. And a song from 1985, Kate Bush “Running Up That Hill” was the #1 song in the world for several weeks in July (decades after its 1985 release) on the Billboard Global 200 chart.

“We are in the worst Doldrums music cycle in history” declared Guy Zapoleon, earlier this summer.

So, what does all this mean if you are programming a music format?

Question established programming philosophies. They may not be relevant anymore.

Open your mind to consider new possibilities. Mixing eras and genres that we once believed weren’t possible may work today.

Stay on top of trends. There’s more data than ever available to programmers, look beyond the traditional tools to identify changing consumer tastes and interests.

Success will come today to those willing to throw out the old playbook, challenge the status quo and have the courage to rewrite the rules.


Written by Ken Benson, Co-founder and partner of P1 Media Group. Ken is a multi-award-winning contemporary radio and music television programmer.He provides insights and strategies to leading media companies around the world.

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