Dalda Expert Mom Awards“Jahan Mamta, Wahan Dalda”

Many years ago when we first heard this jingle on black and white television it was just overwhelming and heartwarming .Years later this tune still resonates in our minds and the brand link between motherhood and Dalda just rises from strength to strength. To ensure that this emotive personification remains embedded in the consumer’s psyche, Dalda for the past many years has sponsored Mothers day celebrations on the local media.

Motherhood is a special bond entitled to beautiful emotions of love and respect. By engaging these emotions and creatively package them with the brand, Dalda has done wonders. This year Dalda wanted a stronger connect to the motherhood theme and what better way than to honor them with awards. This campaign took Dalda to malls, colleges, and schools in search of people who would nominate their mother for the awards and why.

The campaign was heavily promoted on nationwide basis with all media being covered from TV and radio, internet and outdoors. From all across Pakistan, Dalda received from thousands of nominations for mothers, 10 mothers we identified, each standing out from the rest because of background, credentials and expertise.

These shortlisted mothers were brought to Karachi to be put before the panel of judges to decide their fate. The distinguished panel of judges included

1)Moin Khan (Famous cricketer)2)Zubaida Tariq(TV personality, cook, Homemaker)3)Shireen Naqvi (Educationist)4)Naheed Ansari(Renowned cook)5)Seemi Pasha(Actress, model)6)Zeba Bakhtiar(Television actress, Producer)

These 10 mothers were then put to the test by the panel after which 6 winners were decided upon based on 6 essential characteristics:

1)Expert in food management2)Expert in home management3)Expert child analyst4)Expert educationist5)Expert in time management6)Expert in skill development7)Dalda Expert Mom

Ashar Adil &Saqib Rahman, Head of Content, GroupM ESP

Mindshare Aviva Guinness World Record

Aviva has successfully engaged its brand across segments and generations of Singaporeans to set a Guinness World Record for the World’s Largest Badminton Rally. An event conceived by Mindshare and produced in partnership with Proximity and Fulford PR.More than 600 Singaporeans from all age-groups took part in a day-long event on May 23 at the Raffles City mall to set a record for the World’s Largest Badminton Rally. The event was held as a run-up to the Aviva Badminton Open, to be held on 9 – 14 June, 2009.

Source: Mindshare Intranet

From the editor’s desk:

That time of the year is back when we have to start evaluating our performance until mid year and indulge in half yearly reviews – willingly or otherwise. Not only have we been caught in worldwide economic crises, times have also been extremely unpredictable, especially for Pakistan. We have faced many challenges and we came out successful from many of them. Let us bask in the glory of successfully facing the challenges last six months had to offer. cheers to all of us!Team MediaTrix was also faced with a rather difficult decision related to the age old problem of balancing output & the resources available. As a result of that much deliberated matter, MediaTrix is now an online publication. Since the only thing constant in this world is ‘change’ itself, you would also observe certain changes in the layout & content. Hope you soon become comfortable with these changes. Better yet, hope u like them!This issue opens with up a detailed account of Dalda Expert mom awards event by GroupM ESP. Next is Pakistan Media forecasts for this year & year 2010. This analysis is part of GroupM’s annual publication ‘This Year, Next Year’ – due to be printed soon. While it closes with an article about Project management in media industry by GroupM IT. Happy reading!

Bushra Khalid Hashmi

Team Mediatrix:

Bushra Khalid Hashmi Editorbushra.khalid@mindshareworld.comAdnan Siddiqui Asst. Editoradnan.siddiqui@mindshareworld.com

Volume IV Jul-Sep’ 09

Continued on page 2

3

Print media facing 'lethal' drop in advertising

Britain's newspapers and magazines are under "lethal threat" as advertising is likely to drop by as much as 14pc this year, according to GroupM This Year Next Year forecast. Adam Smith, head of research at the WPP company, said the biggest decline had been in newspaper advertising, now expected to fall 26pc, with magazine advertising likely to drop 20pc. Print classifieds in the local press may now only make £718m this year, a 40pc drop from 2008 and 60pc lower than its £1.8bn peak in 2004."No previous ad recession has put household media names at risk like this one has, from local newspapers to high-street magazines to national TV channels," Mr Smith said. It is the second downward revision this year from GroupM after it changed UK advertising forecasts from –5pc to –11pc in March. The latest figures show a downturn three times as bad as predicted last December. The forecast for television advertising was retained at an expected drop of 14pc.

Source: GroupM intranet

International Media News

P&G, PepsiCo & Coca-Cola adapting well to downturn

Procter & Gamble, PepsiCo and Coca-Cola are among the US companies that have adopted successful strategies in the consumer packaged goods sector during the recession, helping the category outperform the market as a whole, a study from the Grocery Manufacturers Association and PriceWaterhouseCoopers says.The two organisations' 2009 Financial Performance Report, sub-titled "Focusing on Today, Envisioning Tomorrow", argued many CPG firms achieved "superior performance in 2008, certainly on a relative basis," despite the "string of sobering economic facts" that came to define last year.Overall, the 157 companies assessed posted an annual average growth rate of 10% in 2008 – with the top quartile of this group recording an improvement of 18% – although the median shareholder return also fell by just over 25%.Among the strategies these corporations have adopted in an attempt to offset the worst impacts of the downturn are moving into fast-growing markets like China and India, reassessing their brand portfolios, and "scaling back" their adspend.Procter & Gamble, the world's biggest advertiser, was lauded, in particular for having "expanded its presence in Asia during the financial crisis, even as other Western companies have fled."Similarly, the Cincinnati-based organisation performs "ongoing evaluations of its brands, ensuring that they are performing well and fit strategically within the larger brand portfolio."This has resulted in the sale of properties such as Johnson Products and Infusium 23, but also ensured that the FMCG giant remains focused on its core areas of competence.It has also recently announced the purchase of the Art of Shaving, a retailer selling premium shaving products in high-end shopping malls in the US, as it seeks to diversify its overall offering.Coca-Cola was praised for streamlining its operations, its acquisition strategy, and for launching new products, such as vitaminwater10, based on gaps which it has identified in the market.According to the company's cfo, Duane Still, "we are first and foremost a brand company. We realized that we weren't really focusing enough on the brands themselves, so we created business units that align against our brands." Similarly, the soft drinks giant is "investing in new products like Coca-Cola Zero to offer our consumers more choice, and we are coming up with different packaging bundles." Overall, he suggested that the "images of our brands" and Coca-Cola's intellectual property are "paramount and worth protecting at all costs." PepsiCo was also credited for "rejuvenating its iconic brand", including launching a new logo and redesigning the packaging of certain products, as it aimed to strengthen its position relative to own label. Richard Goodman, its cfo, argued that "you need to make sure that your brand stands for something and that it is differentiated in some meaningful ways from private label." He added that "the key is managing your relationships with each of your customers, across all of your channels," a policy that is especially important in the current climate. Among the most other effective tactics adopted by brand owners last year, PWC and the GMA say, was shifting towards, "lower-priced, value-oriented products." Over the course of 2008, they observed that "product mixes changed as companies sold fewer higher-end products and encountered more competition from private label products." Craig Owens, cfo of The Campbell Soup Company, posited that his company "might have a natural advantage because we are a great value at a very low cost, but value needs to be front and center right now."

Data sourced from PWC; additional content by WARC staff, 05 June 2009.

Adnan Siddiqi,Monitoring Analyst, Research & Monitoring - Mindshare

I push the button, I hear a noise, and the screen comes alive. My computer loads up and starts to process. I see the start screen for windows XP, and I type in my password. Even though this takes time, I know that this is as smooth as things get for me. From this point on, no matter how much I think I will conveniently be able to do what I’m meant to do, no matter how much I want to avoid any troubles and smooth out any obstacles... I rarely have the luxury to have things this way.

“I am a Monitoring Analyst in the research department of a media agency”.

This is a job that demands a lot of endurance & perseverance. But then this is not something extraordinary, is it? What truly is extraordinary about this job is the vast variety of experience one accumulates while working.From the first day that I started my career as a Monitoring Analyst, I have had no problems in grasping the concepts quickly and with ease. But with the passage of time I came to know that the term Monitoring Analyst is very vast in its meaning.We have to face day to day challenges, meet crucial deadlines and correspond with tracking agencies and other data suppliers. And being a support department, we have to provide information and insights to the main departments of the agency, including but not limited to, planning and buying.We crunch data, we monitor transmission, we prepare reports, we do applications implementation, we provide functional support and training and much more. Although we work back-stage, but it is primarily because of us that a planner is enabled to make a plan and a buyer can deal with a channel – none of which can happen without the required data & information.Being a Monitoring Analyst whenever I open my email, I already know that there will be a lot of people requiring different information from me and I will have to provide it to them as soon as possible. Meeting very strict timelines is one of the challenges we face. We monitor print spending, radio spending and of course do TV tracking, which entails dealing with millions of data. We face a lot of difficulties from our data suppliers, again including but not limited to, them providing less-than-enough and -correct information to us or not. This is a really hectic job. We are expected to monitor the said data vigilantly and we do that to the last detail possible, mostly with as much precision as humanly possible. But any other support department, we also have to face the music from the main departments. But then, life’s like that!It appears to me that a career choice needs to contain a number of different features. The first being: Will this area of interest mentally stimulate me as well as challenge me? The second being: Is there a potential of different activities within this area of interest? And finally: Do I enjoy the different activities within this area of responsibility?I never feel myself disappointed with the challenge & the potential my core duties have to offer. I know it’s a very tough job but the growth that comes with it and the phenomenal learning, keeps me wanting for more!

International Media News

MAXUS LANDS $30M JETSTAR MEDIA

Jetstar Airways has appointed Maxus to its $30m media account, splitting with Zenith Optimedia after a partnership that lasted more than five years,Group M agency Maxus was handed the account following a competitive pitch that involved five agencies, including incumbent Zenith Optimedia. It’s understood that OMD and Universal McCann were among those competing for the business.Jetstar appointed Maxus on a two-year contract effective from 1 July 2009, with an option for extension. The decision ends a review process that started in January.The move will come as a blow to ZenithOptimedia which has handled the account since 2004.David May, head of marketing and PR at Jetstar, said: “The use of technology and the direct and fresh approach taken by Maxus in the market caught our eye and gave us the confidence to ensure Jetstar can extract full effectiveness from our traditional high media spend, which will continue to be maintained.“In this changing economic environment we needed to ensure the recent review of our media supply arrangements did extract the best value from our media investments and we firmly believe this has been achieved through today’s appointment.”He added: “It’s also good to get fresh ideas and in the next year we will effectively become an international carrier. Our business has changed dramatically.”May thanked Zenith Optimedia for its work on the business and for helping Jetstar become a “true household brand” within Australia.According to Nielsen AIS, Jetstar spent $29.3m in main media between December 2007 and November 2008.

Source: B&T magazine online (http://www.bandt.com.au/default.asp)

Note: Jetstar Airways is a low-cost airline based in Melbourne, Australia. It is a subsidiary of Qantas, created in response to the threat posed by low-cost airline Virgin Blue Airlines. It operates an extensive domestic network as well as regional and international services. Its main base is Melbourne Airport.

Mediaedge:cia Expands Creative Partnership with GlassBOX Television

Toronto, April 21, 2009 - GlassBOX Television Inc. and Mediaedge:cia (MEC) announced today an expansion of their agreement to partner on the development of creative new advertising opportunities on GlassBOX's multiplatform channels BITE TV and emerging music service AUX. Both BITE TV and AUX are designed for today's 18-34 wired consumers who have come to expect their content on internet, television, mobile and VOD.

"We look for partners that can go that step further in providing new opportunities to actively engage consumers with customized brand content across multiple touchpoints," said Bruce Neve, President, Mediaedge:cia. "Through our partnership with GlassBOX we have the opportunity to develop innovative multi-platform programs that drive results for our clients' brands."

"As one of GlassBOX's founding supporters with the Molson Canadian brand, MEC recognizes the value of our highly focused, dynamic young consumer destinations ' said Jeffrey Elliott, Co- CEO GlassBOX Television Inc. We look forward to expanding our relationship to include some of MEC's other leading brands in new cutting edge initiatives."

Source: Mediaedge: cia official website

Hearst, Disney and NBC Are in Talks for New Cable Venture... Disney, NBC Universal and Hearst Corp. are near a deal to create a new joint venture that would house cable networks A&E, History Channel and Lifetime. The three companies would create a new company combining all the networks that would be majority owned by Hearst and Disney, with NBC getting a stake that would be less than 25%, according to a person briefed on the talks. (latimes.com)

Source: Media Industry Today (http://media.einnews.com/)

by Mediatrix Team

A 9 to 5 job? Thanks, but I’m into Media Research & Monitoring!