June 2023 – Page 14 – storyboard18

Diageo India’s CMO Deepika Warrier quits; Ruchira Jaitly to take over

Deepika Warrier spent 20 years with Pepsico, where she was instrumental in driving strategic development, innovation, brand equity enhancement and resource allocation across a range of beverages, and juice-based drinks.

Deepika Warrier’s last working day at the company is 31 July. Ruchira Jaitly, who currently serves the company as the executive vice president, marketing, will take over as the new CMO from August 1.

High and dry: Why do creative agencies struggle to get competitive fees?

Creative shops thrive on project-based work. If the work is digital-focused, performance-linked fees are also added to the contracts. This model works well for indie shops because their ambitions are different. (Representative image: Ankush Minda via Unsplash)

Broken fee models, competition from ad startups and increasing pressure from clients to maintain contract exclusivity is impacting the ad business. Storyboard18 explains why.

Biz Moves: Wavemaker, AdGlobal 360 and Sociowash

GroupM’s media agency Wavemaker India has retained the mandate of Pernod Ricard post a competitive multi-agency pitch. The agency will look into overseeing all services throughout the marketing funnel. (Representative image: Noah Silliman via Unsplash)

Keep up with all the key business wins and the account movements.

CXO Moves: Exec movements at Grey Group, Publicis Groupe, Licious, Sony Pictures, Aditya Birla Fashion and more

Get the full picture on people and their moves on the corporate jungle gym in CXO Moves. (From left to right: Ankit Mathur, Sumant Bhattacharya, Viabhav Jadon and Rishabh Verma)

Executive moves in the world of brands and agencies.

Bookstrapping: Uncertainty – how to change your biggest fear into your greatest power by Arie Kruglanski

The author makes a case that securely attached adults are more comfortable with certainty. Hence, they explore more freely and are more adventurous. On the other hand, adults with insecure relationships tend to find solace on stereotypes and prejudices. (Representative Image: Amazon)

In the book Kruglanski writes about hope during uncertain times and empathy as a powerful ingredient of human connection. He also draws an unmissable connection between alcohol consumption and impulsive actions. Rating: 3.5

Jio Effect: After JioCinema’s free streaming of major sports events, Disney+Hotstar follows

The sixteenth season of IPL clocked the highest-ever peak concurrency globally at 3.21 crore, and 1700 crore plus video views over the season. (Image via Twitter - @IPL)

With free streaming, highest-ever peak concurrency, massive number of video views, and multiple feeds with various languages, JioCinema broke all previous records and then some during IPL 2023. Now Disney+Hotstar wants to offer free-streamed cricket.

First Zomato, now McDonald’s under fire for questionable ads; McD’s ad was labelled “cute” and “creepy”

According to netizens, the McDonald's ad normalises “creepy” behaviour and creates a narrative that men can hit on women even in a professional setting.

Zomato and McDonald’s receive backlash for ads that seem to be normalising problematic behaviour and touching upon sensitive topics such as caste.

FIFA announces AB InBev as its official beer sponsor for Women’s World Cup

The FIFA Women’s World Cup will make its debut in the southern hemisphere in Australia and Aotearoa New Zealand next month. The FIFA World Cup 2026, meanwhile, will be the first to be hosted by three countries, with 48 participating teams and 104 matches in 16 cities across Canada, Mexico and the United States. (Representative Image: Fauzan Saari via Unsplash)

AB InBev will be the official beer sponsor for FIFA Women’s World Cup 2023 and the FIFA World Cup 2026.

Boutique creative agencies dominate gaming ads as big players take a backseat

According to brands working with these boutique creative and ad agencies, they offer distinct advantages, including quick turn-around time, focus on niche verticals, tailored services and of course minimal processes. (Stills from ads)

Gaming companies turn to boutique ad agencies for specialized campaigns, leveraging the advantages of quick turn-around time, tailored services, and cost efficiency.

Watch Viacom18’s Anil Jayaraj’s interview on how digital was a game-changer for IPL 2023

Anil Jayaraj, chief executive officer, Viacom18 Sports, says, "CTV is a critical part of our strategy going forward, even on IPL we had 125 million consumers watching on CTV. That is a massive number. It is significantly bigger than any high-definition television through linear TV and it is growing really fast."

Anil Jayaraj talks about IPL 2023, rise of female viewership and more with Storyboard18.