MAM

Mindshare Fulcrum upgrades skillset for HUL's integrated mandate

It won the integrated mandate from 1 January 2019.

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/01/22/Mindshare.jpg?itok=6-XLPgST

MUMBAI: Handling the complete integrated media mandate for the largest advertiser in the country is surely something that most agencies aspire to achieve. Imagine the glory of WPP’s Mindshare Fulcrum  when it was awarded  the digital media mandate of Hindustan Unilever Ltd in August last year. From 1 January 2019, the agency has also become the integrated media buying partner for the company and has been working closely with HUL to leverage this in a mutually beneficial setup.

As revealed by Mindshare India president, client leadership Amin Lakhani, the agency has been conducting intensive training programs for its teams at Mindshare Fulcrum for the past three months, equipping them with all the skillsets required to run a successful integrated media campaign. “Every person working at Fulcrum is going to contribute to this entire integrated media mandate. We did a mega talent program; right from acquiring specialists wherever we need one,” he said.

Mindshare CEO South Asia, Africa, and MENA Prasanth Kumar added, “From the last 90 days, there has been a long, strenuous digital training, as well as, integrated training for our people is being organised. We have been looking at an integrated purpose and thus introduced a number of programs, intensified training, and brought in a perspective from HUL itself, along with best practices across the world. There has been a lot of learning we have taken from HUL. The team keeps a close look at all the activities we are taking up.”

Mindshare Fulcrum senior vice president Premjeet Sodhi mentioned, “Right from the beginning, it was clear to us that whatever brand we are working with, we have to work in an integrated fashion. It was, in fact, the desire of the team. That was the outlook that we had and the whole training program had been designed according to that. We developed the digital aspect for the current team through rigorous training. That happened in two stages: first instilling a mindset into each employee that one can manage all parts of the media, and second developing the required skillsets, which was rather easier.”

Highlighting the key aspects around which the training was scheduled, Amin noted the ever so important video, voice, and vernacular. He noted that it is not only digital that is at the core of Fulcrum’s future strategies towards HUL but the team is looking at providing the “best possible media solution” irrespective of the platform it will be put on.

He added, “We followed bottoms-up approach, keeping the customer at the heart of everything. We decoded the consumer; we decoded the consumer behavior and patterns, and then developed the relevant skillsets. It was a phase of discovery for the whole team.”

Speaking on HUL's perspective of the integrated planning, Unilever general manager- Media (South Asia) GauravJeet Singh said, “We are constantly looking at the key levers of what will drive our messaging rather than what will drive our business. First of all, we need to increasingly look at the effectiveness of media deployment. Secondly, data is becoming very critical. And with that happening, you need to have people who have deep skills in utilising this data effectively to drive brand growth.”

Highlighting the changing paradigms of the media industry following events like demonetisation, GST, and the latest being the tariff regime, GauravJeet added, “The biggest learning for us has been that it is a highly evolving industry. You just can’t take things for granted in terms of media deployment. You need to be super agile, fine-tuning your efforts on a yearly and monthly basis. Every single medium is important to grow. Also, the consumer is evolving. We, at HUL, have quarterly been changing our parameters based on readings of what the consumer behaviour is at a particular moment of time and how it is changing.”

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/uniqlo.jpg?itok=6FkAx1rR
UNIQLO Unveils India plans - announces 3 stores in Delhi area, with the first to open in october

MUMBAI: UNIQLO, the Japanese global apparel retailer, today announces the strategic rollout plan for its introduction in India this fall. Given the size and fast growth of the Indian market, the launch will for the first time involve three separate stores, to be able to offer LifeWear to as many...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/clever.jpg?itok=Cb0_NM5j
CleverTap names Miten Mehta as chief alliance officer to head its global partnership ecosystem

MUMBAI: CleverTap, the leading customer retention SaaS platform, announced today that Miten Mehta, has joined the company as Chief Alliance Officer to lead its strategic alliance and partnership program across Americas, EMEA & APAC regions. Miten, Xoogler, is a senior digital transformation and...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/ashish.jpg?itok=FZlzxRKI
World Emoji Day: Emojis For Brand Marketing

It is rightly said that ‘Pictures speak louder than words’. Emojis are the small icons that depict emotions or objects like food, snacks, clothes, weather, animals, accessories and many more! These are highly impactful if used correctly at the right place, right time and to the right people. It is...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/suniesh.jpg?itok=pomZmwnC
Sunish Jose appointed to lead global distributed delivery at Publicis Media India

MUMBAI: Publicis Media India announced the appointment of Sunish Jose as its lead for global distributed delivery. The global distributed delivery set-up is a centre of expertise catering to international markets on a full spectrum of digital, data, and tech services. It houses over 300 specialists...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/oppo.jpg?itok=G-JOjsA3
Sumit Walia appointed as vice president, product & marketing at OPPO India

MUMBAI: OPPO India recently announced the appointment of Sumit Walia as vice president, product & marketing to further strengthen OPPO's product offering and establish a stronger connect with Indian consumers.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/tnpl.jpg?itok=JG7EHGc-
BKT Tires signs up with Tamil Nadu Premier League 2019

MUMBAI: Balkrishna Industries Limited (BKT), India’s leading manufacturer of off-highway tires, has signed on with Sankar Cements Tamil Nadu Premier League (TNPL)as the associate sponsors. TNPL will kick start its fourth edition on July 19, 2019. As associatesponsors, BKT’spartnership with TNPL...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/madhvan.jpg?itok=pidivnN9
Statement from the desk of Mr. Madhavan Menon, Chairman & Managing Director, Thomas Cook (India) Ltd.

MUMBAI: We categorically deny a rumour purposefully confusing Thomas Cook (India) Ltd with Thomas Cook Group Plc (UK), being forwarded via a social messaging platform. This rumour appears to have been created and spread deliberately with an intent to cause irreparable damage to the Thomas Cook...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/sathiyan.jpg?itok=97rnr4h3
Fast & Up ropes in table tennis marvel Sathiyan Gnanasekaran on it's fit squad

MUMBAI: Fast&Up has announced the signing of highly celebrated Indian Table Tennis Player Sathiyan Gnanasekaran as a new member of its ‘Fast&Up – Fit Squad’. This collaboration has taken place at a time when Fast&Up is on the cusp of its next phase of growth focusing on a larger share...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/savita.jpg?itok=e3vbzQjE
Sarvita Sethi appointed as Coca-Cola India and southwest Asia VP M&A, Harsh Bhutani as CFO

MUMBAI: Keeping with developing business needs and investment in talent development, Coca-Cola India has made two-key changes at its top management. It has appointed Sarvita Sethi as vice-president, merger, and acquisitions (M&A) and new ventures, and Harsh Bhutani as vice president - finance (...

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories