IPG Mediabrands will launch its market forecasting unit MAGNA in India next month, said Leigh Terry, CEO, IPG Mediabrands, APAC.

“India is in the top three markets in the APAC region and we are big in India… We want to continue to reinforce and grow our market position. (And) with the launch of Magna, take the next step in leveraging our scale in the country,” Terry added. China and Australia are the other counties in the top three apart from India.

The new entity will be headed by Hema Malik, COO, Lodestar UM and Arun Sharma, managing partner, Initiative, in India in addition to their current roles.

The company is also looking at some acquisitions in analytics, artificial intelligence and machine learning space.

Meet the team: A new Initiative

July 17, 2017 | Share this article

Initiative has a new corporate identity, a new vision and a new leadership team. The ‘cultural branding’ agency says brand building has given way to short−term performance which is affecting business growth.

Two years after Mediabrands’ stablemate UM repositioned to become the ‘creative connections’ agency under fomer CEO Mat Baxter, Initiative has re−emerged as the ‘cultural branding’ agency.

Baxter is now global CEO of Initiative and the positioning has his fingerprints all over it, although this is a local articulation of a global play.

The idea is to help clients grow with a media strategy that balances short−term performance and longer−term brand building at culturally relevant moments.

It’s the latter part that makes this an intriguing proposition for a function often under pressure to deliver overnight success.

BMW India has appointed Lodestar UM as its strategic media partner.The agency got the mandate on 1 July and will handle media investments and strategic planning across print, television, online, out of home (OOH) and radio.

Interpublic Group’s UM works with BMW as its media agency in several global markets.

Vikram Pawah, president, BMW Group India, said, “The BMW Group has been a pioneer in automotive excellence and the brand stands for emotion, design and heritage with a promise of providing high quality products and services, today and in the future. This philosophy has been an integral part of our brand campaigns for our products and services. We are looking forward to work with Lodestar UM to further build the BMW India brand with new initiatives that are based on strong local insight and innovative ideas. The Lodestar UM team has impressed us with its great strategic media approach and buying efficiency, and we look forward to a wonderful working relationship with them.”

IPG Mediabrands, the global media arm of Interpublic Group (NYSE: IPG), has promoted MJ Kim to the position of Managing Director UM Korea.

Formerly EVP Head of Product UM Korea, Ms Kim has 24 year’s industry experience. MJ first joined UM in 2007 as Director of Media Planning, before serving as UM General Manager for 3.5yrs and subsequently transitioning to the role of EVP Head of Product in January 2017.

A 26-year-veteran of the industry, Bala Pomaleh joined IPG Mediabrands from Carat where he was CEO exactly one year ago.
The dynamic CEO of IPG Mediabrands Malaysia has already been making waves with several account wins and a robust team behind him. While a lot has happened in the past 360 days, we got Bala to reflect and share with us his journey so far….

IPG Mediabrands had a tremendous showing at Cannes 2017, winning 20 LIONS (4 GOLD, 6 SILVER, 10 BRONZE) and earning an additional 21 SHORTLISTS across UM and Initiative.

“Lives” a series of campaigns by UM Philippines on behalf of Fully Booked was the network’s most successful campaign, collecting 3 GOLD for its excellence in Retail & Commerce.

Expedia, Airbnb and Amazon are the top three most mobile-ready brands in APAC, according to a study just released by Ansible in partnership with YouGov.

The MDEX report measures the mobile sites and apps of brands according to discoverability, mobile optimisation, navigation and content, utility and usability, and ability to drive desired actions. It doesn’t take into account traffic, app downloads or brand impressions. The study covers 12 APAC markets: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand. A global report, including only five APAC markets, was initially released in February.

KUALA LUMPUR: Hosting their first ever Hari Raya open house was an unforget­table experience for the underprivileged children of Baitul Kasih Welfare Asso­ciation in Taman Keramat here.

The 32 youngsters, aged between five and 13, spent an entire day sprucing up the home on June 21 in preparation for the Raya do, with assistance from Society Malaysia volunteers and other agencies within the IPG Mediabrands network.

Close to his one-year anniversary as Hong Kong ‎CEO at IPG Mediabrands, Kasper Aakerlund shares his initial ‘market shock’ when he first came on board last July after 27 months at GroupM, where he was COO for Vietnam and Indonesia. During his tenure there he was involved in designing and launching the company’s digital performance unit GroupM Connect Vietnam (search, social and programmatic), considered a sister entity to Xaxis.

Could you recap your early days at IPG after doing your first few rounds of meeting Hong Kong advertisers and publishers?

I see opportunity with programmatic buying in Hong Kong, for sure. We, as an industry, haven’t been good enough to explain to advertisers about the advances of programmatic. That’s the reason why we are investing so heavily in programmatic here, because I see blue-ocean opportunity for our clients that I want to let them tap into.

Brand-safety technology is developing right now and making it possible for us to only enter a pre-bid auction if anti-fraud tools show no traces of a fraudulent impression or site. These tools put mechanisms in place which were not possible before. And that’s why I’m surprised that brand safety is being shot at as the reason why we shouldn’t buy programmatically.

Brand safety has always been a challenge but I don’t believe that not buying programmatically is going to help. I most definitely believe it’s the opposite. In digital, everything can be bought programmatically and is measurable, so buying manually is sometimes creating more risks.

Advertising spend in Asia Pacific will grow by 5.6 percent in 2017 to US$156 billion, overshooting previous forecasts by 0.2 percent and ensuring the region holds its position as the second largest market after North America ($196 billion), says the latest Magna Advertising Forecast report from IPG Mediabrands. Growth is then expected to slow slightly for the next two years before rising to 5.6 percent again in 2020.

The report shows that as a region, Asia Pacific is performing significantly better than the world. Net ad sales globally will grow by 3.7 percent in 2017, a major drop from the 5.9 percent growth rate of last year. This analysis is corroborated by another recent forecast by Dentsu Aegis Network, which puts global ad market growth this year at 3.8 percent, down on 2016’s growth by 1 percent. This slower performance was not unexpected, says Magna’s report, because of 2017’s lack of major cyclical sports events and a natural slowdown following the spike caused by last year’s US elections.