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Piyush Pandey What the Hell? Kevin Vaz FM RADIO the Ogilvy Legend on What the Youth Brand’S Humorous a Chat with the Man Leading Makes the Agency Tick

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Piyush Pandey What the Hell? Kevin Vaz FM RADIO the Ogilvy Legend on What the Youth Brand’S Humorous a Chat with the Man Leading Makes the Agency Tick January 1-15, 2013 Volume 1, Issue 16 `100 AGENCY EMPLOYEES What makes some employees stay loyal to an agency for years and years? 28 16 8 32 41 PLUS STOP NOT Loud and Clear 18 SUNRISERS At the Crack of Dawn 20 TIMES OF INDIA Bringing News Alive 22 INTERVIEW FASTRACK INTERVIEW Piyush Pandey What the Hell? Kevin Vaz FM RADIO The Ogilvy legend on what The youth brand’s humorous A chat with the man leading makes the agency tick. way of facing D-day. STAR Jalsha’s charge. All Set to Boom 43 EDITORIAL This fortnight... Volume 1, Issue 16 s editors love to say, ‘This was a story just waiting to be done.’ This issue’s EDITOR Acover feature is one such. News is so oriented towards covering action that it Sreekant Khandekar January 1-15, 2013 Volume 1, Issue 16 `100 can’t capture that which stays still but is significant nonetheless. PUBLISHER Prasanna Singh AGENCY EMPLOYEES For instance, the movement of executives from one company to another is SENIOR LAYOUT ARTIST LASTINGLASTING BBONDOND routinely reported – and there seems to be a lot of that. This creates the impression, Vinay Dominic not entirely wrong, that the community is like a stream, constantly moving. PRODUCTION EXECUTIVE We, however, overlook the fact that most companies have a core of people who Andrias Kisku stay put and hold the place together. They are the ones that set the tone and, over ADVERTISING ENQUIRIES Rahul Puri, (0120) 4077833, 4077866 time, define the culture of the organisation. What they say and don’t say, do and Noida won’t do, is gradually reflected in the way everyone behaves. What makes some employees stay loyal to Arunima Bhattacharya, (022) 40429702-5 an agency for years and years? 28 This feature is really about the rocks in the stream – the names that are a Mumbai 16 8 32 41 PLUS STOP NOT [email protected] Loud and Clear 18 constant in the human flow that marks the agency business. We are so focused on SUNRISERS At the Crack of Dawn 20 MARKETING OFFICE TIMES OF INDIA why people move that we have failed to ask the equally obvious question: why do Bringing News Alive 22 INTERVIEW FASTRACK INTERVIEW B-3, First Floor, Sector-4, Noida-201301. Piyush Pandey What the Hell? Kevin Vaz FM RADIO The Ogilvy legend on what The youth brand’s humorous A chat with the man leading All Set to Boom 43 people stay? makes the agency tick. way of facing D-day. STAR Jalsha’s charge. Tel: (0120) 4077800. Why have we focused on creative and media agencies and not on newspapers, MUMBAI TV channels and radio players? That’s mainly because the factors at play are 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), different and partly because agencies, being in the services business, seem especially Mumbai - 400050 hard-hit by job hopping. Tel: +91-22-40429 709 - 712 BENGALURU The young often assume that switching jobs is the fastest way up the ladder. S-1, New Bridge Corporate Centre, That is not necessarily the case. The people at the top in most large companies 777 D, 100 ft Road, Indira Nagar, have typically been employed there for years, if not decades. Whether you look Bengaluru - 560038, India at an agency in India, a media company or a Fortune 500 behemoth, the top SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 management has typically grown up professionally inside the firm. [email protected] It is easy to understand why people change jobs early on in their career but if Owned by Banyan Netfaqs Pvt Ltd and they do want to get to the top, staying put might be an attractive option as well. Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Sreekant Khandekar Cover [email protected] Vinay Dominic CONTENTS 42 45 PLUS HAPPY CREATIVE SERVICES WHO The Flipkart Agency 14 Safety First OLX.IN New Year Campaign? A message for those Dwelling on Desire 18 who drink and drive. BATES INDIA Behind the Veil 31 INTERVIEW 44 22 Nina Elavia Jaipuria FACEBOOK E-BOOK Nick Junior’s boss on the Truly Novel 35 relevance of the channel. DIGITISATION POV 36 Should They Wait? 38 Brand Endorsement EBELA MARUTI SUZUKI Will Sachin Tendulkar’s Tab Culture Swift Change RADIO CITY retirement from ODIs affect What the Bengali tabloid has The car’s new ad has Christmas Celebration 48 his value? done in three months. youngsters at the wheel. afaqs! Reporter, January 1-15, 2013 5 IBERRY/SAMSUNG 1(:6%8//(7,1 L%HUU\¶V1HZ7DEOHWV Sponsored by the price which, at Rs 15990, makes it not just the cheapest but also one of the best equipped tablets with Collectabillia.com> Collectabillia. com, India’s first e commerce website an extremely competi- that offers sports enthusiasts a chance tive price. to collect and own autographed memo- On the camera rabilia of their favorite sportspersons front, it has a 2 meg- was launched recently. The company apixel camera at the aims to cater to the untapped market of back and a VGA cam- sports lovers in India. They sell sports era in the front and merchandise including jerseys and kits a massive 7200 mAH of stars like Yuvraj Singh, Virat Kohli, Saina Nehwal and battery. Sania Mirza, Pele, Wayne Rooney, Steve Gerrard and oth- The second model ers. The website also retails sports equipment, apparels called Auxus CoreX2 and offers an assortment of items that includes jerseys, 3G, comes with tennis, badminton and table tennis equipment. 1.6GHz dual-core processor coupled with 1GB RAM and MARKETING Woodland, a leading outdoor and adventure a 7 inch IPS display Woodland> brand, is co sponsoring the Sunburn festival 2012 in Goa. with 1280x800 pixel Through this partnership, Woodland aims to connect with resolution. the youth and inculcate a sense of environmental concious- It runs on Android ness among them through their social awareness campaign Berry, an Indian The best part is Jellybean 4.1 and is ‘Leave no Trace’. The adventure brand has erected a 25 tablet brand has the price which, priced at Rs 10,990 ft by 25 ft tree at the venue that will engage and educate Ilaunched two new which makes it one of the party goers to ensure that the venue remains clean tablets, one with a dual at Rs 15990, the cheapest 3G tablet and litter free, at the conclusion of the event. The tree will core processor and makes it not just as compared to other showcase various aspects of Woodland’s ProPlanet initia- another one sporting devices available in tives and eco friendly range. a quad core, both the the cheapest but the market, with simi- tablets come with an also one of the lar specifications and inbuilt 3G SIM slot hardware. best equipped HT Media> HT Media recently launched its coffee table for making calls and Auxus CoreX2 3G book on print advertising titled ‘The Magic of Print’ in the browsing Internet. tablets with comes with a front national capital. The book features contributions from prom- The first model an extremely and rear camera and a inent Indian advertising experts like R Balki, Piyush Pandey called Auxus CoreX4 4100mAH battery. and Alyque Padamsee. It includes outstanding print adver- 3G, comes with Quad competitive price. tisements of the last few decades from around the world as core processor and gets well as tips on how to create great print ads. HT Media is a 9.7 inch IPS panel display with one of the leading media houses in the 1024x768 pixel resolution. The tab- country with a presence across print, let gets the Samsung Exynos 4412 radio and online mediums. based 1.6 GHz Quad core processor coupled with 2GB of RAM (which is the same as Samsung Galaxy ZengaTV claims to ZengaTV> ZengaTV recently lauched free app for Note II). have more than Windows 8 users that provides an enhanced second TV This Android 4.0 based tablet has replacement for users. The advanced app offers high defini- an inbuilt 3G SIM slot, GPS,16GB 22 million unique tion viewing and faster in-app browsing for Live TV, movies inbuilt memory, and the best part is visitors every and video on demand sections month along with pause and play features. ZengaTV expects the app to acquire approximately QUOTE OF THE FORTNIGHT 20 million users in 2013. ‘‘Trying to create a premium segment is not easy, one has Hitachi> Hitachi India recently announced its brand cam- to be patient. Sometimes paign ‘Tomorrow Together’ in India through which it aims to promote and reinforce the company’s position as a leader in segments are created over the social innovation business. The campaign will showcase 10-15 years and sometimes how Hitachi’s products and services can solve social issues they get created in 10-15 triggered by the rapid urbanization in India. It showcases Hitachi’s B2B products across a range of business domains months.’’ such as monorails to reduce traffic congestion, air quality RAVI CHOPRA, CHAIRMAN AND MANAGING DIRECTOR, PIAGGIO control systems mainly used in power plants to reduce air VEHICLES, ON THE TWO WHEELER INDUSTRY IN THE ECONOMIC pollution, water treatment plants that help reduce water TIMES. shortage by converting sewage water to re-usable water, etc. 6 afaqs! Reporter, January 1-15, 2013 Malayala Manorama's reach in its market is more than any other Indian newspaper in its respective market.
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