February 1-15, 2014 Volume 2, Issue 17 `100 24 TEAMING UP Digital agencies and their clients are tying up for longer partnerships. 27 26 16 PLUS VIRAL NOW Conflict Management 16 STAR SPORTS Betting on Hockey 28 DAINIK BHASKAR MOSAIC PROFILE NEWS BRANDS GARNIER PURE ACTIVE May the Best Win 30 Manisha Lath Gupta Chalk and Cheese Blanking out Spots HINDU BUSINESSLINE From HUL to Colgate to Axis News channels and news- The menace of pimples spares to AAP. The journey. papers market differently. no one. Not even the stars. Brand New Look 30 EDITORIAL This fortnight... Volume 2, Issue 17 ess than a year ago, we had run a Cover Story in this magazine, ‘Harmless EDITOR Sreekant Khandekar LFlirting.’ It was about the growing trend among marketers to break alignment PUBLISHER February 1-15, 2014 Volume 2, Issue 17 `100 and employ outside agencies on their brands on a project basis. The story made the Prasanna Singh 24 point that while the marriage between the marketer and the agency stayed intact, the DEPUTY EDITOR former flirted with an outsider, typically a boutique, for specific campaigns. Ashwini Gangal SENIOR LAYOUT ARTIST And here we are, saying exactly the opposite for marketers and digital agencies - Vinay Dominic that they are moving from a project-based relationship to a more enduring one. Why PRODUCTION EXECUTIVE is that? Andrias Kisku TEAMING ADVERTISING ENQUIRIES The digital story is different. Some years ago, when marketers began to move Naveen Arora, (0120) 4077803, 4077866 UP Noida Digital agencies and their clients are online, ad spends were small. Digital agencies, start-ups themselves, were responding tying up for longer partnerships. to client demands and changing shape as they went along. In response to marketer Arunima Bhattacharya, (022) 40429702-5 27 26 16 PLUS Mumbai VIRAL NOW Conflict Management 16 demands, all kinds of specialist forms began to take root. STAR SPORTS Betting on Hockey 28 [email protected] DAINIK BHASKAR MOSAIC PROFILE NEWS BRANDS GARNIER PURE ACTIVE May the Best Win 30 As time went by, online budgets got larger as did the volume of work. Marketers Manisha Lath Gupta Chalk and Cheese Blanking out Spots HINDU BUSINESSLINE MARKETING OFFICE From HUL to Colgate to Axis News channels and news- The menace of pimples spares to AAP. The journey. papers market differently. no one. Not even the stars. Brand New Look 30 no longer wanted to deal with multiple agencies. In response, agencies began to B-3, First Floor, Sector-4, Noida-201301. acquire other agencies or develop all the specialisations under one roof. Mainline Tel: (0120) 4077800. MUMBAI agencies too got into the digital act. 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), So, is the marketer-agency relationship of the same kind as in the mainstream advertising business? Mumbai - 400050 Not yet. Contracts are still of limited duration, typically one year long, but this is a big improvement Tel: +91-22-40429 709 - 712 over entirely project based brand work. At least it brings some consistency to the work on a brand; and BENGALURU S-1, New Bridge Corporate Centre, from an agency viewpoint, a better sense of the future when it comes to hiring people. 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India To return to the beginning: if clients are seeking stability in their agency relationships when it comes to SUBSCRIPTION ENQUIRIES online, why are they flirting when it comes to mainstream advertising? What explains the contradiction? Akhilesh Singh, (0120) 4077837 [email protected] The answer may lie in this truth: Stability in a relationship is a good thing - but too much of a good Owned by Banyan Netfaqs Pvt Ltd and thing can lead to a decline in the quality of the output. 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-61, Sector 67, Sreekant Khandekar Noida (U.P.), 201301 [email protected] Cover Illustration Tiffin Box CONTENTS 38 6 PLUS GODREJ REAL GOOD CHICKEN EFFIE 2013 If They Don’t Have... 12 Lowe all the Way While Lowe leads the KANTAR MEDIA rankings, Ogilvy bags the Grand Effie. Expressing Concern 28 BARC INTERVIEW 20 10 S Subramanyeswar Rolling Out Meters 29 Lowe’s national planning director on a satisfying year. COMEDY CENTRAL Clutter-Breaker 36 POINTS OF VIEW 18 Television Ratings AMUL VIJAY KARNATAKA BY INVITATION How will another ratings Savvier by the Day No More Adjustments black-out impact the Amul’s stories of an everyday The Kannada daily launches Vivek Malhotra 40 television business? Indian home. an integrated campaign. afaqs! Reporter, February 1-15, 2014 5 $'9(57,6,1* EFFIE 2013 Lowe Lintas Out in Front... Lowe Lintas beat its rival Ogilvy & Mather by 35 points to win the Agency of the Year title, while McCann Worldgroup and JWT finished at third and fourth position, respectively. By Rashmi Menon Ogilvy took the second spot with 130 points - one Grand Effie, three golds, three silvers and seven bronze metals. The agency’s work on Vodafone’s two campaigns helped it win two golds. The campaigns included Ear Muffs in Experiential Marketing/Brand Experience category and Made For You campaign in Integrated Advertising Campaign category. Cadbury Bournvita’s campaign titled Aadat entered in Consumer Products: Beverages and Drinks category got the agency its third gold metal. McCann Erickson, which came second last year, ranked No. 3. The agency, which got a total of 60 points, won one gold, two silvers and five bronzes. The single gold was won for How Coca-Cola won the battle for Indian teens campaign Lowe Lintas beat Ogilvy and Mather by winning six golds, five Lowe Lintas win Effies 2013 silvers and five bronzes. t was a night of surprises. for Coca-Cola India in Consumer Fireworks, shouts and people EFFIE AGENCY OF THE YEAR - 2013 Products: Beverages and Drinks jostling for space on the stage RANK NAME OF THE GRAND EFFIE GOLD SILVER BRONZE TOTAL category. I AGENCY (20 POINTS) (15 POINTS) (10 POINTS) (5 POINTS) POINTS for the photo shoot - this is the JWT stood fourth with three silvers only way to describe the scene 1. Lowe Lintas & Partners - 6 5 5 165 and two bronzes, which took the that ensued after Lowe Lintas 2. Ogilvy & Mather India 1 3 3 7 130 agency’s tally to 40 points. Publicis was announced as the Agency of 3. McCann Worldgroup -12560Communications ranked fifth with the Year at the Effie Award 2013. 4. JWT --3240a total of 35 points, courtesy three The agency won the much sought 5. Publicis --3135silver and one bronze metals. after title for Lifebuoy’s Help a child Communications The agency was followed by reach 5 campaign. The ceremony for 6. Grey Worldwide India -11130Grey Worldwide India in the sixth the 13th edition of the awards, which 7. Contract Advertising --1220position. The agency won one metal was organised by The Advertising 8. DDB Mudra Group --1220each of gold, silver and bronze, taking Club, was held at Taj Lands End in 9. BBH Communications --1115its metal tally to 30 points. The lone India Mumbai on January 17. gold was won for Glaxo SmithKline 10. BBDO India ---315 Although Lowe managed to upset Consumer Healthcare’s Sensodyne the winning streak enjoyed by Ogilvy 11. ABP One --1-10toothpaste for the campaign Winning for the past few years (Ogilvy has 12. Creativeland Asia --1-10with a glass of chilled water. 13. Happy Creative --1-10 held the title for four consecutive Services Contract Advertising and DDB years), the latter did manager to Mudra shared 20 points each, and 14. ibs --1-10 grab the Grand Effie for its Lifebuoy stood at seventh and eighth positions. 15. Global Team Ford --1-10 Roti campaign, which was executed The other winners at the 16. Leo Burnett --1-10 specifically during the Kumbh Mela. Effie awards 2013 were BBH 17. Interface ---210 Ogilvy won the Grand Effie last year Communications Communications, BBDO India, as well. 18. Marico Limited ---15ABP One, Creativeland Asia, Happy The decision skewed towards Lowe 19. SohoSquare Advertising ---15Creative Services, ibs, Global Lintas due to its high gold win; the & Marketing Team Ford, Leo Burnett, Interface agency won an impressive 165 points Communications Communications, Marico Limited comprising six golds, five silvers and Total Metals: 71 1 11 26 33 and SohoSquare Advertising & five bronzes. Lowe won two golds Marketing Communications. for Lifebuoy Help a child reach 5 campaign under under Integrated Advertising Campaign category. This year, out of the 419 entries, 177 were Consumer Products: Cosmetics and Toiletries, The final two gold metals were secured for Titan shortlisted for the awards by The Advertising Personal Hygiene and Integrated Advertising Tanishq’s Tanishq and Sridevi - Coming back home Club. Ogilvy & Mather led the shortlisted entries, Campaign categories. It was awarded another two campaign in the Regional category and for its with Lowe Lintas as a distant second and McCann gold metals for Idea Cellular’s Telephone exchange work on HUL’s Kissan campaign titled 100% Worldgroup trailing in the third place with the campaign in the Services: Telecom and Related Natural.Seeded in Experiential Marketing/Brand number of entries that made the cut. Products category and for Honey Bunny campaign Experience category. [email protected] 6 afaqs! Reporter, February 1-15, 2014 $'9(57,6,1* EFFIE 2013 ...But Ogilvy Gets a Big One Too O&M India won the Grand Effie for its on-ground ‘branded roti’ campaign for HUL’s Lifebuoy. By Ashwini Gangal ncouraging people to wash the company received three Gold, their hands before eating did two Silver and two Bronze awards; Ea wee bit more than help this added up to a total of 95 points the nation combat life-threatening (see table).