Week at a glance: Discovery Jeet, DAN ad spend forecast, Outlook for 2018…
Discovery Communications is venturing into the GEC space for the first time with Discovery Jeet, its Hindi general entertainment channel for the Indian market. Built on the ethos of ‘Hai Mumkin’, the channel will go live on February 12, 2018. Discovery Jeet will kick off with 5 hours of programming band daily, out of which 3 hours will be bespoke, ground-up original programming built on the thesis of underdog winning.
Taproot Dentsu and Infectious have been brought on board to handle the creative duties of the various show promos for soon-to-be-launched Hindi GEC Discovery Jeet. The channel from the Discovery Communications stable is slated to go on air from February 12, 2018. GroupM’s agency m/Six is the media agency on board.
With technology further entrenching itself in all aspects of brand communication, marketers are waking up to the new reality of operating in and adopting tools like Artificial Intelligence, Augmented Reality, Virtual Reality and programmatic marketing. But what does it entail for brands? How will it impact digital marketing and advertising in the times to come? How can brands best adopt these tools?
Dentsu Aegis Network’s latest Ad Spend Forecasts, based on data received from 59 markets, puts global growth at 3.6% in 2018, up from 3.1% in 2017. Asia Pacific ad spend growth is forecast to accelerate to +4.2% in 2018, up from +3.5% in 2017. The region is forecast to be the leading contributor to global ad spend growth in 2018, contributing 39.7%, US$8.1 billion of the total US$20.3 billion incremental global increase, led by markets China, Japan, India and the Philippines.
The advertising industry is upbeat about a more robust year in 2018 and is confident of shrugging off the effects of demonetisation and GST. Digital, Augmented Reality, Artificial Intelligence, convergence of data and creativity and blurring of lines between marketing disciplines, among others will have significant influence on the path that Indian advertising trudges on in the year ahead. Bang in the Middle’s Naresh Gupta, Grey Group India’s Sunil Lulla, Canco Advertising’s Ramesh Narayan, Publicis India’s Sudeep Gohil, and PointNine Lintas’ Vikas Mehta crystal-gaze into 2018 and highlight the major trends and expectations as well as the red flags to watch out for.
Manish Sharma, President and CEO, Panasonic India and South Asia, and Will Yang, Brand Director, Oppo India, describe the journey of their respective companies in 2017, as well as their key expectations from 2018. While Panasonic witnessed favourable festive season in the year just gone by, Oppo, too, saw exciting developments in the electronic gadgets space. More tech innovations and transitions are on the anvil in 2018.
McCann Worldgroup India put up yet another strong show at the Effie Awards 2018. Not only did the agency take home 5 Gold, 16 Silvers and12 Bronze awards, McCann also walked away with the Effie India Agency of the Year award. Leading the team at the awards show was Prasoon Joshi, CEO and CCO, McCann Worldgroup India and Chairman McCann Worldgroup Asia Pacific.
Ogilvy & Mather Group put up a strong show at the Effie Awards India 2018, securing the second spot with 177 points. The agency took home the Grand Effie award for the ‘Nayi Soch’ campaign done for Star Plus. Ogilvy also bagged 4 Golds – Pizza Hut campaign (‘Dominos Loves Pizza Hut!’), Perfetti Van Melle India’s ‘Chupa Chups - Take fun seriously’ campaign, Rajasthan Tourism campaign (‘Jaane Kya Dikh Jaye’), and ‘Inspiring India’s New Dreamers’ campaign for Amazon.in.
Cheil Worldwide bagged a Silver in the recently held Effie India Awards 2018 for its work done for Samsung. Adgully caught up with Kunal Roy, Head of Integrated Strategy at Cheil Worldwide, to know more about the win. He also shares his insight on key trends dominating digital advertising in 2018, challenges in terms of creativity, influence of big data and AI, and more.
News genre contributes 8% to total TV Viewership, making it the 3rd biggest genre on television in terms of viewership. Taking a bird’s eye view on the news landscape in India, BARC’ latest edition of THINK newsletter titled ‘Breaking the News Story’ presents sharp insights into the news genre which has witnessed a 15% increase in the number of channels, from 142 channels in 2016 to 163 channels in 2017.
Kantar, WPP’s data investment management division has announced the launch of Kantar Consulting, a specialist sales and marketing consultancy designed to ‘switch on growth’ for brand owners and retailers. Kantar Consulting is formed from the merger of four founding brands; Kantar Added Value, Kantar Futures, Kantar Vermeer and Kantar Retail.
The Muthoot Pappachan Group has appointed Law &Kenneth Saatchi & Saatchi as the creative Agency on Record (AoR). The account, which was won as a result of a multi-agency pitch, will be handled by the agency’s Mumbai office. The agency will be responsible for the ATL (Above The Line) as well as BTL (Below The Line) creative mandates.
Star India has appointed Gurjeev Singh Kapoor as the new Distribution Head. The appointment was confirmed in an announcement made by the Star India. His new role will be in addition to him heading the international business.
BARC ratings for the first week of 2018 (December 30, 2017 – January 5, 2018) [HSM (U+R) : NCCS All : 2+ Individuals] saw Zee Anmol surge past Star Bharat to reclaim the numero uno spot. This is in sharp contrast to Week 1 of 2017, when the tussle for the top spot was between Star Plus and Colors.
Malishka Mendonsa, popularly known as RJ Malishka, is one of the most well-known voices on radio. The bubbly, vivacious radio jockey has become synonymous with the radio industry today. She has been on air with Red FM for almost 12 years now, delivering her refreshing morning punch in the show ‘Morning No. 1 with Malishka’.
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