“30 per cent of our revenue comes from projects": Dheeraj Sinha - Afaqs
2022-05-10
Sinha tells us one of the first things they did after the lockdown was to launch a program called 0-3-6, a thinking tool and workshop module brought together. Clients and Leo Burnett folks logged in from home to discuss what to do now and in the next three to six months on business and brand strategy.
Despite all these efforts, the pandemic and its induced lockdowns played evil to whatever good the agency did and intended to do. “A good 20-30 per cent of our clients reduced spends,” reveals Sinha but adds that the agency, in response, didn't scale back on services to any clients, did not let go of any people, and “hired about 150 people in the last two years”.
He explains that projects are high-intensive; you deliver the goods, you get out. "We do one, and go back and do another, go back and do another". He says projects are also relationships, it's just that the nature of the relationship is different, “I'd say that 30 per cent of our revenue comes from projects.”
Sinha feels the starting point is still about what's the problem or opportunity and then you use the right colour in the palette to solve it. …
Goafest 2022: From Ogilvy India To McCann—who's In, Who's Out, And Who's In-between
2022-05-09
n 2013, JWT India (now Wunderman Thompson India) made headlines the world over for all the wrong reasons. The agency created a set of three ads for Ford Figo without the client’s approval, uploaded them online, and entered the work in the Creative Abby competition at Goafest. It was after their appearance at Goafest that the ads blew up the Internet.The most controversial of the three ads featured a caricature of former Italian Prime Minister Silvio Berlusconi. The ad showed Berlusconi grinning and flashing a victory sign from the driver's seat, with over-sexualised caricatures of women bound and gagged in the car's boot. It led to a wave of global attention and criticism. JWT India withdrew the ads from the competition. The global CMO of Ford condemned the ads. Heads rolled. Senior leaders at Ford and the agency in India lost their jobs.While the industry was reeling from this shock, Publicis Groupe India’s agency Leo Burnett pulled two entries, which were part of its campaign for Tata Salt Lite, from the radio category. The agency had not submitted the mandatory letter of approval from the client for the campaign to be entered into the competition. BBDO India and DDB Mudra's …
Goafest 2022: What diversity, equality and inclusion mean for the industry - Campaign India
2022-05-09
Day three of Goafest 2022 saw Suhela Khan, country program manager, We Empower Asia, UN Women; Rathi Gangappa, CEO, Starcom, and Dheeraj Sinha, CEO and chief strategy officer - South Asia, Leo Burnett and chairperson, BBH India, discuss what diversity, equality and inclusion mean for the industry and how it could be made better.
The talk was moderated by Rohit Ohri, chairperson and CEO, FCB Ulka.
How far has the industry gotten
Ohri asked Gangappa what she thinks is actually needed from an organisation, in order to become truly diverse.
She started off by citing the example of the Advertising Agencies Association of India (AAAI), which finally had its first women president - Anupriya Acharya, after 35 years.
“Companies have to want to make that change. That’s the first fundamental move. It’s not just about a narrative, but about recognising merit and seeing more women in leadership roles. This should not be just a box to tick. Women have to have the confidence to come on board out of their own merit. I’m seeing a change happening in our organisation as well, in we embrace diversity and inclusivity,” Gangappa said.
When the need is established, it comes down to what needs needs to be done to …
Marketing podcast: Not your usual...marketing invisible braces with Zenyum
2022-05-09
Last year, Zenyum launched its first-ever pop-up experiences in Singapore and Hong Kong as part of its aim to create more extraordinary and unexpected retail experiences. Right off the bat, consumers might associate Zenyum with the dental industry which might not be as exciting as other B2C brands in general.
Hence, Bassam Abdel-Rahman was handed the reins of SVP of marketing to switch up the company's tactics and engage and attract more consumers. Aside from the pop-up experiences, Abdel-Rahman, who joined the team in 2020 from 72andSunny, hired former Google APAC ECD, Eddie Azadi, as global VP of creative and former PropertyGuru director of marketing operations, Gaurav Gupta, as VP of marketing operations. In January, Zenyum also strengthened its team with Alex Chen as VP of growth. He was previously head of DTC Growth, ASEAN at Reckitt for close to two years.
In this latest episode of Not Your Usual Marketing, Abdel-Rahman shares how Zenyum is making the brand fun and relatable with its marketing and why he moved over from the agency side.
Listen to the podcast here.
MARKETING-INTERACTIVE: Zenyum did a soft launch in Singapore about four years ago and you joined the team in 2020. Since then, the company has also …
Leo Burnett wins creative agency of the year on Day 3 of Goafest 2022 - Afaqs
2022-05-07
The final day of The One Show ABBY Awards, the winners of awards were announced across 14 categories. Leo Burnett emerged as the Creative Agency Of The Year. Cheil India won the title of Specialist agency of the year in the Branded content and Entertainment category. Good Morning Films picked up the title of Specialist Agency of the Year in the Video Craft category. Leo Burnett won Specialist Agency of the Year in the Brand Activation & Promotion category.
"This is a testimony to the agency that we have been building since the past 4 years. That we have won for brands across - Jeep, Spotify, P&G, CarDekho, Amazon, Twitter and so on means that we now have a culture of excellence at the agency." Dheeraj Sinha, CEO Leo Burnett - South Asia; Chairman BBH India.
"The only thing which matters in our business is creativity and work and that's what we've been chasing since the past 4 years. The quality and quantity of work that we produced has set the benchmark for itself." Rajdeepak Das, CEO and chief creative officer, South Asia, Leo Burnett.
The Punishing Signal also won a Gold in the Branded Content & Entertainment sub-category. GREY Group’s work ‘Shaving …
Leo Burnett is Creative Agency of the Year; Famous Innovations wins its second Gran Prix
2022-05-07
Abby 2022 concluded on Saturday with a completely new order in the creative world where the Leo Burnett Group won the Creative Agency of the Year title. Leo Burnett was one of the agencies that made a comeback to the ace Indian advertising awards this year.
On winning the creative agency of the year award, Dheeraj Sinha, CEO Leo Burnett - South Asia; Chairman BBH India, commented, "This is a testimony to the agency that we have been building since the past 4 years. That we have won for brands across - Jeep, Spotify, P&G, CarDekho, Amazon, Twitter and so on means that we now have a culture of excellence at the agency. This also shows the depth of talent and client relations that we have. Great to be back at Goafest and in this way."
"The only thing which matters in our business is creativity and work and that's what we've been chasing since the past 4 years. The quality and quantity of work that we produced has set the benchmark for itself. Our motto is epic brands, epic work," added Rajdeepak Das, CEO and Chief Creative Officer, South Asia, Leo Burnett.
Famous Innovations bagged its second Grand Prix in the OOH/Ambient …
Storyboard18 | Goafest 2022: Who's in, who's out and who's in-between - Moneycontrol
2022-05-06
In 2013, JWT India (now Wunderman Thompson India) made headlines the world over for all the wrong reasons. The agency created a set of three ads for Ford Figo without the client’s approval, uploaded them online, and entered the work in the Creative Abby competition at Goafest. It was after their appearance at Goafest that the ads blew up the Internet.
The most controversial of the three ads featured a caricature of a former Italian Prime Minister, Silvio Berlusconi. The ad showed Berlusconi grinning and flashing a victory sign from the driver's seat, with over-sexualised caricatures of women bound and gagged in the car's boot. It led to a wave of global attention and criticism. JWT India withdrew the ads from the competition. The global CMO of Ford condemned the ads. Heads rolled. Senior leaders at Ford and the agency in India lost their jobs.
While the industry was reeling from this shock, Publicis Groupe India’s agency Leo Burnett pulled two entries, which were part of its campaign for Tata Salt Lite, from the radio category. The agency had not submitted the mandatory letter of approval from the client for the campaign to be entered in the competition. BBDO India and DDB …
Goafest and ABBY Awards return after pandemic-induced exile; partnership with The One ... - Afaqs
2022-05-06
Like an eagerly awaited instalment of a hit movie franchise, Goafest and ABBY Awards made a comeback yesterday (May 5, 2022), after a two-year hiatus. There’s the much-touted partnership with The One Show (a premier global awards program), sessions starring more Bollywood folks than ad people and marketers, and the expected revelry of meeting fellow industry people after years.
During a press conference, Partha Sinha, president, Times of India Group and The Advertising Club, remarked that the ABBY Awards had, over the last decade, “become jaded”. There’s a need to elevate its judging to global standards, and then use this partnership to create a sense of “want” among participating agencies and brands.
This year saw participation from nearly 147 companies, with entries in creative and media categories running into the thousands. The 15th edition of the ABBY Awards saw the return of agencies such as Leo Burnett, BBH India, Creativeland Asia and TBWA India. The organisers credited this return to the partnership with The One Show, which streamlines the judging process (three-round global format).
During his opening remarks at the ABBY One Show Awards, Rana Barua, vice president, The Ad Club, and CEO, Havas Group India, said that The One Show had called …
Grand Clio Winners Announced - Leo Burnett Chicago Named Agency of the Year & BBDO ...
2022-04-29
“The Lost Class” from Change the Ref and Leo Burnett, which staged a graduation ceremony for students killed by guns, won several honors.
The Clio Awards has revealed the Grand Clio winners for the 2022 Grand Clio Awards with Area 23, BBH USA, McCann Paris, Ogilvy, and R/GA, in addition to Leo Burnett Chicago, who took home four Grand Clios in Print, Direct, Experience/Activation, and Integrated campaign.
Clio’s juries celebrated the agency’s powerful work for Change the Ref, Inc., which featured NRA leaders delivering a speech to 3,044 empty seats, each representing a would-be graduate from the class of 2021 who lost their lives to gun violence, for a campaign called “The Lost Class.”
The Clio Visionary Award presented by Verizon was presented to director, writer, and producer Peter Berg by friend and collaborator Diego Scotti, Verizon’s Chief Marketing Officer.
When introducing the award, Scotti said: “If you need to tell a story about everyday people from any walk of life and from any place on earth—people who, when thrust into extraordinary circumstances, perform extraordinary feats of courage, heart, humanity, grit, and grace—people who inspire us, then Peter Berg is hands down the finest and most gifted storyteller in the industry.”
Also accepting a specialty …
2021 Pamana ng Pilipino Presidential Awardee Caroline B. Ong of Bacolod and Shanghai
2022-04-28
Caroline "Carol" B. Ong has parlayed her creativity and dedication as an advertising person, whose work has won numerous prestigious awards, into becoming an effective and committed community leader and volunteer.
Ong is co-founder and chair of the Philippine Chamber of Business and Professionals Shanghai (PhilCham SH) that aims to unify Filipinos engaged in different kinds of enterprise in Shanghai and to help raise the image of Filipinos in China's biggest city that is also a global financial hub. It also aims to help uplift the lives of Filipinos both in China and the Philippines.
Established in 2018, PhilCham SH is composed of Filipino business people, professionals and entrepreneurs in marketing and advertising, finance, human resources, food and beverage, health and technology, among others. The organization serves as a bridge between businesses in China and the Philippines and encourages entrepreneurship among overseas Filipinos in China.
As chair, Carol leads and helps organize PhilCham SH discussions and other events and activities that promote Filipino business, entrepreneurship and financial literacy. The association hopes to encourage entrepreneurship among overseas Filipino workers (OFWs). Ong is an entrepreneur herself. In 2018, she used her creativity to find a solution for her baby's recurring eczema. Her successful search for …
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