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Advergaming: Using mobiles 2 win | |||
Fastest fingers first! No, we’re not talking KBC here, but
about a new form of entertainment that’s capturing the imagination of millions of Indians. And no, it’s not SMS we’re writing about — but not too far from there. Reams have been written about mobile marketing between these pages, in past issues but we are focusing on what many in the industry promise is the next big thing: branded mobile gaming! Branded gaming involves developing games that specifically centre on the brand and its properties. It also includes games that are developed with subtle branding in the background.The concept of branded gaming would broadly also include games revolving around movies or celebrity characters. The concept, though new, should definitely catch up in India, given time. More.... |
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Feature of the week |
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Blair wins; TBWA loses Beattie | |
When
a brand keeps winning (despite a number of good reasons not to),
it's unlikely that the ad agency gets sacked. And as the Labour
Party and Tony Blair win the elections one more time, it's time
for TBWA London to re-release their self-ad with the famous headline:
Tony Blair Wins Again. All in the advertising industry know how
difficult it is to maintain a long relationship with a client.
Now, read about a twenty five year clientcommunicator relationship:
The Labour Party and Trevor Beattie. |
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Interview
of the week |
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Happenings |
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International
Picks |
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US marketing services revenues rise by 8.6% in 2004: AdAge | |
Revenues
from US-based traditional and marketing services agencies rose to
$17.59 billion for an 8.6 per cent growth, according to Advertising
Age’s (AdAge) 61st Annual Agency Report. The world’s
top four marketing organisations: Omnicom, WPP, Interpublic Group
of Cos. and Publicis Groupe, contributed 57.4 per cent of US advertising
and media, up slightly from 57.2 per cent in 2003. |
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JWT is No. 1 US ad agency brand | |
JWT continues to rank as the numero uno amongst US agency brands with core advertising revenue of $476.5 million, according to the Advertising Age (AdAge) magazine’s 61st Annual Agency Report. WPP’s top international network, JWT, generated 64 per cent of its own worldwide total from non-US business. There were no changes in the top four US agency positions. WPP’s Ogilvy& Mather Worldwide moved from seventh to fifth in 2004 on the basis of its estimated $249.3 million revenue from the US, up 12.8 per cent. |
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Ads on VOD don’t get ‘skipped’: study | |
ErinMedia,
which studies cable set-top-box data for ratings information, believes
that ad-supported videoon- demand (VOD) programming could prove
to be an effective alternative for television media buyers, who
fear an adskipping assault as digital video recorder (DVR) penetration grows. |
News
Wrap |
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Marketing
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Re-invent to own the future: Vahid Mehrinfar | |
“The
only way to own the future is to invent it!” The marketing
and advertising fraternity of Kolkata had a wonderful time hearing
‘brand futurist’ Vahid Mehrinfar espouse his ‘pearls
of wisdom’ — thanks to ‘Impact’, India’s
leading (and only) weekly magazine on the marketing, advertising
and media industry. The first-ever Impact One on One session in
the ‘City of Joy’ was held at the Tollygunge Club on
May 2 — in association with Advertising Club of Kolkata. |
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Advertising
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Delhi Ad Club — Get your act together! | |
The
Delhi Advertising Club (DAC) organised the Eureka DAC Awards for
‘Excellence in Advertising 2004’ on April 25. The award
ceremony, which was sponsored by ‘Ananda Bazar Patrika’,
was spread over 20 categories and divided into three different segments
— Press, TV/Cinema and Campaign. Thirty-five agencies participated
in the event and sent 500 entries. However, big guns, Ogilvy &
Mather and McCann Erickson didn’t participate in the same.
Leo Burnett, which emerged as the undisputed winner (18 awards)
of the night won the coveted award of ‘Agency of the year’. |
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Marketing
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Fame Gurukul: Sony’s celeb school | |
After tasting success with reality television through ‘Indian Idol’, Sony Entertainment Television (SET) has decided to tread the same path — this time with ‘ Fame Gurukul’. The show is touted as ‘reality soap opera’ and is an attempt by the channel to establish its forte in the reality, music and talent genre. ‘ Fame Gurukul’ is the Indian adaptation of the Spanish reality |
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