Week at a glance: #ARM Worldwide’s disruption; FMCG brands’ festive plans

The Disrupters: #ARM Worldwide - Placing analytics at the core
Adgully’s feature offering – The Disrupters –puts the spotlight on small independent agencies that have been setting a blazing trail in the advertising industry. Featured this week is #ARM Worldwide. Manas Gulati, Co-Founder and CEO, #ARM Worldwide, narrates the story of the agency’s creation, how it ideates on client briefs, how its thinking and agency culture is different from its contemporaries and above all – how it has been disrupting the advertising industry. 

Festive Marketing: FMCG brands bullish on consumer buying sentiments
Market sentiment is expected to be buoyant during the festive season. The FMCG category is the 4th largest sector in the Indian economy and has been growing steadily. In 2018-2019, the sector is slated to grow at 9-9.5 per cent CAGR. The category has shown 10 per cent rise in spends, giving a clear indication that the market is bullish and the festive season this year will be exciting for the marketers. 

MMA Smarties 2018: Mindshare, Madison triumph with most wins
Mindshare India and Madison Communications led the most wins at the 2018 Smarties India Awards, receiving 14 and 7 awards, respectively, across 19 categories, ranging from Brand Awareness, Most Engaging Mobile Creative and Social Impact/ Not for Profit, among others. 

Spikes Asia Awards: FCB Ulka bags Grand Prix in inaugural Glass Spike
A total of 4,056 entries were submitted into this year’s awards. The entries, from 26 countries span 21 award categories, including the new Glass Award, launched earlier this year. In its first year, the Glass Spike received 37 entries and the inaugural Grand Prix was presented to FCB Ulka, Gurgaon, India for ‘Sindoor Khela - No Conditions Apply’ for The Times of India. 

With Dastaan-E-Mohabbat: Salim Anarkali we will break the clutter: Manisha Sharma
Colors’ latest offering is a period love story set in the Mughal era – ‘Dastaan-E-Mohabbat: Salim Anarkali’. Presented by Dabur Red Paste and powered by MDH Deggi Mirch, the magnum opus tells the tale of Mughal prince Salim and Anarkali, who challenged the norm and choose to fight for their love. The show will premiere on October 1, 2018 and air every Monday to Friday at 8.30 pm. 

We want to be an approachable brand: Pallavi Singh, MG Motor India
MG Motor India, a fully-owned subsidiary of Shanghai-headquartered auto firm SAIC Motor Corporation, has, in collaboration with solutions-based media platform The Better India, created a campaign called #MGChangemakers to highlight and recognise the extraordinary stories of 6 women changemakers across communities who drove positive change in the society. 

Advertisers to invest $66 bn in sponsorship this year: WARC report
Advertisers are expected to spend a combined $66 billion on sponsorship this year. Brand spend on sponsorship – inclusive of rights but excluding activation– is expected to rise 4.9 per cent to reach $65.8 billion worldwide this year. 

Union Cabinet passes National Digital Communications Policy 2018
This week, the Union Cabinet passed the National Digital Communications Policy 2018 (NDCP-2018) and approved the re-designation of the Telecom Commission as the ‘Digital Communications Commission’. Among the key objectives is enhancing the contribution of the Digital Communications sector to 8% of India’s GDP from ~ 6% in 2017. 

How Programmatic Advtg Will Help You Sail through the Digital Disruption
With customers’ digital footprints increasing, more and more consumer data is available at our disposal. A customer engages in multiple activities, across multiple devices, sometimes exhibiting different behaviour on each device. In such a situation, it becomes imperative to segment and profile the audience with advanced technologies like AI and Machine Learning, writes Ashish Shah, Founder & CEO, Vertoz

Mobile gamers in India to reach 368 mn by 2022: MMA-Kantar IMRB-POKKT report
According to the report, three out of four Indian gamers play mobile games at least a twice a day, for an average of 60+ minutes, each day. With over 250 million mobile gamers, India has emerged as one of the top 5 gaming countries, globally. 

Instagram Founders quit after differences with CEO, Mark Zuckerberg
The Founders of image based social media platform, Instagram call it quits amid growing rifts between themselves and Facebook, CEO, Mark Zuckerberg over the direction of the mobile app. Instagram built by Mike Krieger and Kevin Systrom has accumulated over 1 billion users over six years. They sold the company to Zuckerberg for $715 million. 

BARC Wk 38: Dance Deewane finale, Naagin 3 propel Colors to No. 3
BARC ratings for Week 38 (September 15 - 21) [HSM (U+R): NCCS All : 2+ Individuals] saw Zee Anmol further consolidating its numero uno position with a new high in its gross viewership. Colors saw a steep climb this week, placing it back among the top 5 Hindi GECs. This growth was propelled by the grand finale of its dance reality show ‘Dance Deewane’ as well as the consistently strong show put up by ‘Naagin 3’. 

Offbeat: Rijish Raghavan - Giving bartenders & sportsmen a run for their money
Adgully’s special feature section – ‘Offbeat’ – seeks to give a peek into the lesser known facets of our very well-known industry leaders. Rijish Raghavan, COO, Payback India, essays the role of a brand custodian, who is responsible for revenue generation for the company through retention and acquisition of partners and identifying new business lines for revenue generation. 

The W Suite | ‘Need to transform leadership from hierarchical to relational’
AdGully’s ‘The W-Suite’ series features interactions with influential women leaders in India. Priyanka Agrawal is a digital strategist and Co-founder/COO & Chief Strategy Officer at Fractal Ink. With close to 18 years in the field of design, she has been instrumental in converting chaos into organised data and impossible requirements and briefs into meaningful user journeys for her clientele and delight for the users. 

Ad land’s Young Guns: Dipanjana Nath, Mindshare
Dipanjana Nath’s career in media and communication started as an intern in one of the largest media agencies in the country, Maxus (now Wavemaker) of GroupM. She then joined Mindshare on one of the largest and accounts – GlaxoSmithKline.


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