Tag: Ad Agency

Gold Spot: When ‘The Zing Thing’ restored the brand’s lost market share

The commercials were rolled out on national TV broadcaster Doordarshan in both Hindi and English. The 1985 campaign was immensely popular and became one of the most successful for soft drinks by Rediffusion. The campaign helped Gold Spot make a grand comeback and restore its lost position in the market. A notable aspect of the series of commercials was that none of them featured celebrities. (Stills from the ads)

Can nostalgia help Gold Spot if it were to be brought back today, just as Campa was? Back in the 1980s, Gold Spot was perceived as a drink for children but after the arrival of Rasna, it started to lose market share. Storyboard18 got in touch with the creative folks who then successfully repositioned Gold Spot among teens.

#TBH: Why are ad agencies pivoting from ad-making to business problem-solving?

With the proliferation of startups in the last few years, the founder-CEOs who are CMOs too, came into existence. These founder-CEOs are intricately involved in building the brand. “And from a CEO lens, brand building is also always about the ‘business’ and not just about spending money on building awareness,” says Dheeraj Sinha chief executive officer, Leo Burnett, South Asia. (Representative Image: Karla Hernandez via Unsplash)

Tech disruptions and startup ecosystems are making agencies work harder to address real business issues rather than just dealing with an ad or campaign.

RK Swamy draws up listing pitch, appoints i-bankers for public issue

Crayons continued to bag integrated service duties from marquee clients in the government and private sector, including DGIPR Madhya Pradesh and Invest UP (Government of Uttar Pradesh). During the half-year under review, the company was also instrumental in the National Education Policy program for the Ministry of Education in Delhi. (Representative Image: Wance Paleri via Unsplash)

In July 2022, RK Swamy and BBDO (a leading network of the global Omnicom group) announced parting of ways after an alliance that lasted 37 long years. Under a new agreement, RK Swamy bought out BBDO’s stake in the joint entity and BBDO bought out RK Swamy’s stake in BBDO India.

Are media agencies the new creative agencies?

Ad agencies don’t really have a reputation for maintaining work-life balance. A lot of industry folks see this as a welcome change. Riya Ahuja told us that a thoughtful strategy is required to nurture a people-oriented approach in advertising companies that have difficulty with work-life balance. (Representative Image: Jon Tyson via Unsplash)

Has the infusion of creativity transformed the traditional roles of media agencies?

Storyboard18 Insider: Memes over portfolio, an over-the-top founder celebrity and an unusual trade

Catch all the inside industry stories and hot gossip on Storyboard18. (Representative Image: Birmingham Museums Trust via Unsplash)

From whispers in agency corridors and pitch-room chatter to what’s buzzing on clients’ side, we’ve got the overheard and untold stories of the advertising industry and its people. An unexpected crash Turmoil continues at a home-grown social platform. There have been senior exits for a few months. Now, we hear that the multi-deals they made… Continue reading Storyboard18 Insider: Memes over portfolio, an over-the-top founder celebrity and an unusual trade