MAM

Advertisers opt out of AOR model; dole out project work

NEW YORK: It is a minor trend which could be picking major momentum and soon changing the landscape of media buying across the globe - roster pruning.

Major FMCG advertisers in the US are giving preference to ad firms which handle high profile brand-related work on a project basis. An adage report states that a case in point is Procter & Gamble's (P&G) recent move - P&G chose Cincinnati based Barefoot Advertising instead of Publicis Groupe's Kaplan Thaler for its Daily Defense brand of shampoo.

Several media observers feel that agencies will have to change their model in order to cope up with this changing trend. The experts feel that marketers who shift focus to promotion-based drives often prefer local, smaller regional agencies which are more flexible. Also, the mode of compensation in such cases changes to incentive-based compensation. Also, they feel that the AOR model becomes insignificant when the traditional media vehicles will not be used for attaining certain short term objectives.

Reports indicate that Unilever has also been increasingly indulging in roster pruning and has quietly ended AOR assignments for some of its oral care, hair care and cosmetic brands. The rationale given by Unilever was that these moves were appropriate for brands that don't require regular TV advertising support.

What is notable is the fact that roster pruning is a trend which gets minimal attention because neither the client nor the agency wish to talk about the exercise.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/prithvi.jpg?itok=0uHyIv8S
Fanmojo announces association with Prithvi Shaw

Keeping an eye on the rising popularity of fantasy sports in India, Fanmojo, a part of U2opia Global, announced its association with the young prodigy of Indian cricket-Prithvi Shaw.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/inox.jpg?itok=oFDz3iYg
INOX becomes the official partner of Rajasthan Royals

India’s fastest growing multiplex operators INOX Leisure Ltd announced that they have become the official partners with Rajasthan Royals. Under the partnership, INOX will have its logo presence on the team attire.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/holi.jpg?itok=dYf5kwUZ
Holi goes digital with Helo

Sending Holi greetings, Helo, India's leading regional social media platform, just launched ‘Holi by Helo’ its latest festive campaign.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/quint.jpg?itok=cB1Gt0se
The Quint, founded by Raghav Bahl and Ritu Kapur, turns 4

The Quint, India’s leading mobile-first online news portal, completes four years of delivering bold and thought-provoking news, views and interactive content to its readers.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/morris.jpg?itok=sAtAVzQW
Morris Garages India announces Benedict Cumberbatch as brand ambassador

Marque carmaker MG (Morris Garages) India has announced its association with the revered British actor Benedict Cumberbatch as its brand ambassador.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/livguard.jpg?itok=fGkzu7p8
LivGuard launches ‘Smart and Strong, Chale Life Long’ campaign featuring Akshay Kumar

MUMBAI: Energy storage brand, LivGuard Energy Technologies, has introduced its current range of inverters and inverter batteries through a 360-degree campaign ‘Smart and Strong, Chale Life Long’, conceptualised by Famous Innovations and starring Akshay Kumar. LivGuard is planning to run the new TVC...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/delhi.jpg?itok=_RxLeul0
TCL Electronics and IPL’s Delhi Capitals join hands to build on their proven track record as game-changers

TCL Electronics, a global top-two television brand and a leading consumer electronics company, has announced its partnership with Delhi Capitals as a team sponsor for the upcoming season of the Indian Premier League (IPL).

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/RELAXO.jpg?itok=g0iSjrum
Relaxo ventures into digital gift voucher space with GyFTR

Relaxo Footwears Ltd is now foraying into the digital gift voucher and loyalty points redemption space with GyFTR (Vouchagram), the country’s leading online-to-offline (O2O) peer-to-peer gifting platform.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/SBI.jpg?itok=ZgaGXjDn
SBI Life Insurance launches breast cancer awareness campaign “Thanks a Dot”

SBI Life Insurance, one of India’s largest private life insurers, has launched ‘Thanks A Dot’, an innovative breast cancer awareness initiative that is supported by the Women’s Cancer Initiative -Tata Memorial Hospital.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories