MAM

Praise and Brickbats!

Does Mindshare share as much goodwill amongst the media owners as it does amongst its clients?

Daily News & Analysis (DNA) sales & marketing head Suresh Balakrishnan: Mindshare is an agency that is usually on top of its business and is extremely aggressive on rates. This is one agency that has carried integration forward; while every agency has got its own integration platform, Mindshare has been able to mesh it together in a much more efficient manner.

Overall, their specialized division ATG, under Balu and Suku's Broadmind is doing some exceptional work.

Where they fall short is in the public relations area. The second being their relationship with channels and media owners. By Mindshare's sheer size, it gets better rates, but if it worked on its relationship management it would gallop a lot faster. As market leaders, they may need to take more aggressive steps to defining the market and taking it to the next level.

Prasar Bharati's marketing director Vijayalaxmi Chhabra: From the DD perspective, we find Mindshare very professional. They are good negotiators and they don't use their muscle power. They are the most proactive bunch and are always the first movers for any property. Their personnel are very qualitative driven and probably the best in the industry.

Mindshare are the best pay masters and DD has never faced problems around delayed payments. Although, considering its size and volume the agency might not be able to give enough attention to smaller clients.



What's a negative is the fact that Mindshare planners are a young bunch who are city-bred, hence plans they sketch tend to be C&S skewed.

Zee Network EVP network sales Joy Chakraborthy: They are brilliant negotiators and manage good rates. The biggest advantage that Mindshare enjoys is the fact that it has total control of its clients. The agency also has very approachable and professional personnel who believe in structured planning and not ad hoc incremental buys. This is reflected from the fact that one-off movie premiers or events are never sponsored by Mindshare clients.

On the other hand, the agency is understaffed and usually a last minute mover. As Zee has moved into the network selling mode, Mindshare buyers still seem to work in five separate components hence channel executives do not have not one point contact and have to deal with a host of people.

RED FM COO Abraham Thomas - Mindshare has brought in a certain level of efficiency and transparency into the industry. It has tried to remove the subjectivity out of media buying. While there is internal benchmarking, it has driven home the fact that all clients cannot get the same deals. At one level, they act as independent units and therefore don't apply the same yardsticks across all clients.

Mindshare works as independent business units and not in a uniform and homogeneous manner as they should. Given their size and the scope of their business, in their attempt to commoditise, they're losing out on the qualitative aspects of brand associations and are unable to get premium properties for all their clients.

Eenadu & ETV group marketing head I Venkat - In my opinion Mindshare scores very high on the relationship management front and its back end processes. As a result things run in a smooth manner, which is not seen in other agencies. Also the agency exuberates positively. I would, however, recommend that they look into their current reception area and organise it better as it resembles a railway station.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/in-mobie.jpg?itok=4UWv0gI7
InMobi looks to monetise Tapjoy's inventory in India

MUMBAI: InMobi, a global mobile advertising and discovery platform,has recently partnered with Tapjoy, a platform for mobile advertising and app monetisation, to monetise Tapjoy’s inventory in India.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/alto.jpg?itok=uHS9cRhT
Alto Delhi Comic Con 2016 begins, on till 11 December

NEW DELHI – Alto Delhi Comic Con 2016 organized by Comic Con India began today and has a lot in store for comics enthusiasts and audiences inclined towards popular culture. The 3 day fest which started today at NSIC Grounds, Okhla will be on till December 11’ 2016. This is the biggest pop culture...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/RS-Kalsi.jpg?itok=TlmMLA85
Maruti Suzuki, Ola tie up to train drivers

MUMBAI: Maruti Suzuki India has signed a memorandum of understanding (MoU) with Ola to train aspiring drivers-partners. Under the 'Maruti Ola Training Program,' the company aims at benefiting 40,000 Ola partner-drivers in safe driving, over a period of three years.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/sansui-star.jpg?itok=k272kPMd
Sansui unveils #WalkTheRedCarpet contest ahead of Stardust Awards

MUMBAI: Sansui has announced a contest for all the movie buffs ahead of this year’s Sansui Colors Stardust Awards. Called #WalkTheRedCarpet, the winners will get an opportunity to walk the red carpet at the awards night with their favorite celebrity. The contest which would run on Facebook and...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/GioneeS6_0.jpg?itok=g8U0rRa6
Mobile+Services replace FMCG as top advertisers in BARC week 48

BENGALURU: As per BARC week 48 data on top 10 brands Across Genre: All India (U+R) : 4+ Individuals, Mobile hand sets and Services replaced FMCG as the top advertisers in the list with 43.88 percent of the insertion in BARC’s top 10 list for week 48 (Saturday 26 November 2016 to Friday 2 December...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/naresh.jpg?itok=sgeWsbwM
Span Communications wins IBA Cyber Security mandate

MUMBAI: Span Communications has won the media and creative mandate of Indian Bank’ Association’s campaign on Cyber Security Awareness in a multi-agency pitch. The media campaign ran during the International Cyber Security week, starting 30 November, 2016.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Happydent.jpg?itok=A8c497IH
Happydent: Smile Please, kids

MUMBAI: Leveraging the fact that 'smiles are contagious', Happydent has teamed up with Smile Foundation, an NGO that works with underprivileged children, for a new campaign called 'Happydent Smile Please.'

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Rohan-Bhansali--Co-founder-%26-Director%2CGozoop.jpg?itok=bYyZYHEN
Gozoop wins media duties of Regal Shoes

MUMBAI: Gozoop has bagged the media duties including digital and creative for Regal Shoes. The agency will be managing the rebranding of the shoe brand across all media platforms.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Shan-Jain.jpg?itok=1EcE8RyE
GroupM's Shan Jain joins Publicis Media India

MUMBAI: Former GroupM executive Shan Jain has joined Publicis MediaIndia as the head of business transformation practice. Jain’s last stint was with GroupM, as Principal Partner, Client Leadership at Mindshare.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories