OMD Defends its Media Responsibilities for DFI Retail Group in APAC
Multinational advertising company OMD has effectively defended its media account for DFI Retail Group, a major pan-Asian retailer with locations in Singapore, Malaysia, Indonesia, and Hong Kong. After a competitive pitch, the agency will continue to handle its media responsibilities in APAC. The account, which is valued at almost $40 million, covers DFI’s subsidiary brands, including Mannings, Ikea, and Cold Storage.
OMD’s Media Duties for DFI Retail Group
During the pitching process, OMD was up against Mindshare, Dentsu, Publicis, and Mediabrands. With $1.2 billion in billings from 122 accounts, the agency led the global advertising agency rankings for new business activity from January to August 2023. This year, the agency has been extremely successful. In 2019, DFI Retail gave OMD its media mandate for the first time. Most recently, Bacardi, a spirits company, awarded OMD the global media account. After a competitive review, British fashion house Burberry also selected it in December 2022 to handle its worldwide media planning and buying responsibilities.
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OMD’s recent wins
One of its most recent victories was the $187 million global account for the biggest privately held spirits company in the world, Bacardi. Nevertheless, OMD also lost many significant accounts. For instance, the $30.8 million French spirits brand Remy Cointreau in China. Another account was the $6.7 million Australian pharmaceutical company (a confidential client).
DFI Retail Group Collaborations
However, DFI Retail Group awarded M&C Saatchi Singapore a three-year contract with a one-year optional extension. The contract covered both Singapore and Malaysia in October 2022, capping their regional social pitch. DFI’s account in Malaysia will be managed by M&C Saatchi Malaysia. M&C Saatchi Malaysia and Singapore will collaborate to handle the work under the two verticals of digital strategy and creative for DFI’s SEO, social media, and electronic dance music initiatives. The account is already under work.
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Dentsu India Appointed As BharatBenz’s Integrated Communication Partner
Dentsu India is now an official partner of BharatBenz for integrated communications. Daimler Truck AG (“Daimler Truck”) owns all of BharatBenz, the truck and bus brand of Daimler India Commercial Vehicles. Dentsu India will fulfill the mandate by offering BharatBenz end-to-end communication solutions. The account was awarded to the network after a multi-agency pitch.
Integrated Communications Partnership
Digital content, creative campaigns, and brand strategy will be developed by Dentsu Creative. Dentsu X will simultaneously be in charge of the brand’s media planning and buying for both traditional and digital media.
Read More: Exploring Ad Landscape Shifts: In conversation with Deepika Bansal from Dentsu X
Here’s what they said
Siddharth Kirtane, Associate Vice President, Marketing – Daimler India Commercial Vehicles (DICV) said,
As we step into the second decade of BharatBenz, we looked for a strategic partner who could collaborate and resonate with the ethos of our brand. With dentsu, we found a team that is passionate, enthusiastic and eager to learn the nuances of our business. We look forward to this great partnership that will take the BharatBenz brand to the next level.
Indrajeet Mookerjee, President, Dentsu Creative added,
We are extremely honoured to win the coveted mandate for BharatBenz – a highly reputed truck and bus brand from Daimler India Commercial Vehicles. In the last 10 years of BharatBenz’s journey in the Indian market, it has clearly carved its position and achieved superiority in heavy-duty truck segments. We are looking forward to partnering with the brand in its next phase of growth.
Jose Leon, Chief Executive Officer, dentsu X commented,
It is an honor to partner with BharatBenz, a brand that stands for quality, reliability, and efficiency in the Indian commercial vehicle industry. We are confident that our integrated approach and data-driven solutions will help the brand achieve its business objectives and make BharatBenz customers even more successful. This collaboration marks the beginning of an exciting journey, and we look forward to contributing to the continued success of BharatBenz.
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Exploring Ad Landscape Shifts: In conversation with Deepika Bansal from Dentsu X
The accomplished AVP Investment at Dentsu X, Deepika Bansal, discusses her professional background in the transitioning field of digital marketing. With more than 15 years of experience, she leads us on an exciting journey through the world of advertising.
In this exclusive interview, she discusses embracing changes, emerging technologies, and adaptability from her point of view.
With a career journey spanning different brand categories over the last 15 years, can you tell us more about your trajectory and your experience as the AVP Investment at Dentsu X?
Fortunately, I’ve gained extensive experience across diverse brand categories like FMCG, BFSI, Retail, and e-commerce. Auto, in particular, has been a thrilling space that provided me the chance to work with Dentsu. My journey with Dentsu commenced in 2017, initially focusing on a prestigious Auto client and gradually expanding to handle multiple other key accounts. The experience with Dentsu has been a blend of challenges and enrichment, contributing to both professional and personal growth. Currently, I lead the offline buying vertical for Dentsu X. Embracing change, I’ve diversified into digital, integrated, and influencer marketing campaigns. The team’s dedication is underscored by accolades, with a recent ‘Gold’ at ACEF for the #drivenbysafety campaign, recognized for the most admired social message and best use of Celebrity. Reflecting on these achievements, they not only affirm our work but also inspire us to continue pushing boundaries.
Has your experience in the other fields influenced your strategy-making decisions in your current role?
In my current role, my experience in other fields has proven invaluable in shaping my decision-making strategy. I draw on lessons learned from past experiences to make more informed and well-rounded decisions. This broader perspective enables me to consider different approaches and adapt to various situations effectively.
How do you make sure that the investments you make for media planning are sustainable and help in achieving marketing objectives?
I always believe that media investments are not just about spending money but about achieving specific outcomes that support the overall marketing objective. Data is the key to success. I always make sure that investments are planned based on data and analytics, considering the campaign objectives—awareness, consideration, lead generation—and allocating budgets accordingly. We always focus on cost-effective solutions for clients and ensure ethical practices in advertising.
What are your thoughts on the rise of digital media? Do you think it diminishes or undermines the value that traditional media brings?
The rise of digital media has certainly transformed the media landscape, providing great accessibility, immediacy, and interactivity, but it also raises concerns over credibility. Traditional media still holds value in terms of rigorous journalism, making it one of the most credible sources. Lately, traditional media has been very innovative, keeping up with trends and technologies. The usage of QR codes and AI are recent examples that brands have incorporated through traditional media as well. So, I would say it is not about diminishing the other but rather complementing each other in an evolving media ecosystem.
What is the most memorable campaign you have carried out and what strategies did you deploy to ascertain that it was successful?
We have executed several good and successful campaigns over the years, and one notable example is “Maruti Suzuki’s #driven by safety.” The key objective was to educate and remind consumers of road safety rules that are conveniently forgotten while driving, while also highlighting Maruti’s safety features in cars. We took an interesting but thought-provoking route, leveraging high-frequency exposure along with the use of celebrities to viralize the message. Additionally, we ran testimonials to build credibility. The results were amazing, and we garnered approximately 46 million reach through radio and social media.
How do you think the expansion of metaverse, AI, 5G technology, and other technological growth in India would revolutionize the advertising landscape?
It is revolutionizing the advertising landscape in many ways. AI can analyze user data and behavior, which is helpful in personalized advertising experiences and also helps advertisers gain deeper insights into customer preferences, enabling more targeted campaigns. 5G enables low-latency interactions and real-time engagement between brands and users in the metaverse, enhancing effectiveness. All of these factors are providing an interactive advertising experience and potentially increasing conversions.
Can you tell us about the research methodologies Dentsu X undertakes to ensure that the media plans align with the marketing campaigns? Which of them is the most effective?
It’s always a point of pride to highlight that Dentsu boasts a range of tools dedicated to understanding consumption habits and audience passion points, and intricately profiling audiences in a manner that is both robust and future-proof. This capability empowers us to plan with precision, adopting a truly targeted and strategic approach. Notable tools include:
CCS: Capturing demographics, psychographics, brand behavior, and touchpoints.
CCS Planner: Leveraging media optimization tools based on business KPIs, integrating the consumer decision journey within the category, and assessing the influence of media touchpoints.
Dentsu Marketing Cloud: Generating real-time insights into consumer behavior in the digital realm.
Dentsu Intelligent Dashboard: An automated intelligent dashboard that comprehensively tracks both our own and competitive activities across various mediums.
Scenario Planner: Facilitating media optimization based on business KPIs, supported by extensive Marketing Mix modeling.
Each tool holds its unique importance and relevance, contributing to our ability to tailor strategies effectively based on specific marketing objectives.
What advice would you give to the upcoming young professionals who are seeking to enter the advertising field?
Always be ready to learn, experiment, and adapt yourself to the changing environment. Keep up with industry trends, emerging technologies, and changing consumer behavior. Last but not least, strengthen your professional network.
Emarat Partners with PYXIS EVENTS for Digital Signage Advertising
Emirates General Petroleum Corporation – Emarat, a well-known supplier of premium fuel and services to numerous customers in Dubai and the Northern Emirates, has announced a ground-breaking collaboration with PYXIS EVENTS LLC. It is a dynamic 360-degree event and brand management firm with headquarters in Abu Dhabi and a division of Palms Sports PJSC. This strategic alliance marks a key turning point in the industry leveraging DOOH advertising opportunities at Emarat stations.
Insights into the partnership
This collaboration with PYXIS EVENTS LLC represents a significant turning point for the industry. PYXIS will now be in charge of media planning and management for a vast network of digital signage located at Emarat stations and throughout the network of service stations. The partnership intends to take advantage of the changing advertising landscape by utilizing digital signage to its fullest potential and providing businesses with tailored advertising solutions.
Digital Signage Revolution
This groundbreaking alliance promises to reinvent advertising in the United Arab Emirates. Furthermore, it establishes new benchmarks for the sector in light of the rapid development of digital technology. It also creates the necessity for companies to connect with their target consumers in creative ways. Both Emarat and PYXIS EVENTS LLC bring their knowledge and dedication to providing excellence. As such, the future of DOOH advertising at Emarat service stations looks promising with limitless opportunities for brands and advertisers. This groundbreaking cooperation promises to reinvent advertising and completely transform how companies interact with their target markets.
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Here’s what they said
Ali Bin Zayed Al Falasi, Senior Manager of Corporate Loyalty at Emarat said,
We are excited to welcome PYXIS as our media partner for our ambitious digital signage project. In today’s digital age, businesses are embracing technological solutions to enhance their operations and services, driving efficiency and productivity. We look forward to collaborating closely with PYXIS to unlock the full potential of Emarat’s service station reach, generating new revenue streams for all stakeholders.
Mukhles Odeh, General Manager of PYXIS states,
This strategic partnership with Emarat will not only expand PYXIS’ product portfolio but also empower us to offer comprehensive solutions to our clients. This encompasses resilient and effective digital solutions that invigorate their brands and amplify their strengths.
About Emarat
Since its founding in 1980, Emarat has been a mainstay of the UAE’s petroleum business, offering high-quality fuel and services to millions of customers. Emarat has high ambitions for additional growth across the nation and is committed to delivering great client experiences. As of September 2023, their network has grown to 130 service stations. Emarat also actively participates in the delivery of gas, natural gas, and aviation fuel while upholding the highest levels of customer service and moral conduct in accordance with regional, national, and international environmental, health, and safety norms.
About PYXIS
The well-known 360-degree events and brand firm PYXIS EVENTS LLC is headquartered in Abu Dhabi. PYXIS specializes in understanding client goals and producing unforgettable events from conception to execution. It offers customized event and production solutions. A customer-centric specialist team at PYXIS, a division of Palms Sports PJSC, creates meaningful connections and transforms experiences that provide events and brand interactions with a lasting impact.
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