Mediaboss Marketing

By Calum Muirhead For The Daily Mail 22:32 22 Mar 2023, updated 10:34 23 Mar 2023

Advertising giant WPP has snapped up a marketing firm whose co-founder had criticised its strategy as not fit for purpose.

The FTSE 100 firm bought Goat, a social media-focused agency based in Londons Millbank Tower, for an undisclosed sum to merge with its influencer marketing arm INCA.

The deal could be worth as much as 400million, handing founders Arron Shepherd, Nick Cooke and Harry Hugo a handsome payday.

Influencer marketing is when companies and brands partner with popular online personalities to promote products to their audiences on sites such as Facebook, YouTube and Instagram.

WPP said the acquisition will create the sectors first truly global influencer marketing agency with chief executive Mark Read saying the area was a key growth priority for the industry and for WPP.

Goat co-founder and boss Shepherd said they couldnt be happier to be joining the ad giant.

The comments are a major shift from Shepherds previous attitude to WPP. He previously said the firm hadnt quite worked out digital yet.

In an interview with The Influencer Marketing Lab podcast last March, Shepherd used the agency as an example of a group that was not doing that well.

The size of WPP, there might be 30 per cent to 40 per cent of their business that is literally not fit for purpose in the next three or four years, he added.

Shepherd also said at the time that Goat was considering a listing on the stock market and it hoped to become a similar entity to S4 Capital.

S4 is a marketing agency that was set up in 2016 by WPPs ex-boss Martin Sorrell after he resigned from the company amid misconduct allegations which he denies.

WPP shares rose 0.5 per cent, or 4.4p, to 953.6p after news of the deal.

While the takeovers worth was not disclosed, a source close to the matter indicated Goats value was not a million miles from past reported price tags.

These included reports from April last year that the firm was mulling a sale for a potential value of up to 400million.

Goat has worked with several major firms to sell products through online personalities.

It counts computer maker Dell, taxi app Uber and supermarket Tesco among its clients.

The company was founded in 2015 by Shepherd and his two partners Cooke and Hugo who, according to Goats website, met while working for a social media group in 2012.

It now has more than 150 staff across offices in London, New York and Singapore.

According to latest accounts filed with Companies House, the firm had a profit of 6.5million in 2021, more than triple the 1.8million reported the previous year.

The acquisition comes as WPP tries to shift away from traditional advertising models and towards new methods of reaching consumers amid the growing importance of social media and internet marketing.

WPP is also targeting the use of technology such as artificial intelligence (AI) in the industry, with Read saying last month AI was fundamental to the future of the business.

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US Congressman Paul Tonko introduced the "Betting on Our Future Act" in an effort to protect vulnerable people from problem gambling. If passed, the bill would make all electronic and internet sports betting marketing illegal. When presenting the bill, Tonko expressed his desire to help push for federal action capable of effectively bringing under control the increase in predatory marketing of sports betting by gambling firms in the United States.

Tonko noticed an increase in advertisements which exacerbated the problem of gambling among Americans. He believed that the advertisements, particularly the 'risk-free' bets, increased the risk of gambling addiction by hooking people on products that were deceptively presented as harmless.

The Congressman believes that the federal government must step in and save the day if gambling companies fail to do more for the welfare of their customers. His presentation stood out as one of the few occasions when a federal bill on sports betting was introduced in the United States. As a result, the bill has shaken sports betting stakeholders, inexplicably uniting them in thought and deliberation.

The Motivation Behind "Betting on Our Future" Bill

The bill was strategically presented by the New York Congressman ahead of Super Bowl LVIII to help demonstrate his concern. He stated, "Millions of families across the United States will tune in to watch the Super Bowl this Sunday. Between the games, the halftime show, and the excitement, tens of millions of people will be bombarded with advertisements from DraftKings, FanDuel, and others promising so-called 'risk-free' or 'no sweat' bets in their ruthless pursuit of new customers hooked on their products."

Tonko's legislation comes at a time when the gambling industry is at an all-time high. Since the legalization of sports betting in 2018, advertising has skyrocketed. "US Online Casinos and Sportsbooks" have expanded their reach, investing billions of dollars to ensure full coverage across the United States.

Legalization and advertising have resulted in an alarming increase in gambling tendencies among Americans. Americans legally bet at least $73 billion on sports in the first ten months of 2022. Given the increase in sports gambling-related promotions on radio, television, and the internet, this figure is expected to skyrocket by 2023. Tonko's bill aims to combat the proliferation of uncensored sports betting advertisements and reduce the risk of adolescents and other vulnerable groups succumbing to gambling addiction.

The "Bet on Our Future Act" heavily borrows from the Federal Cigarette Labeling and Advertising Act, which prohibits tobacco advertisements. Since its passage in 1970, tobacco legislation has been in effect.

However, while the tobacco legislation is a success, there are concerns about Tonko's bill passing. Almost every stakeholder in the gambling industry has expressed an opinion on the bill. Some believe that prohibiting an industry from advertising is inappropriate, given that its operators must seek customers.

However, the issue is more serious than it appears. According to Chris Cylke, Senior Vice President of the American Gaming Association, the legislation is completely unacceptable for a variety of reasons.

The senior executive told SBC Americas that the American Gaming Association (AGA) and its members do not support any legislation that would prohibit or limit casino gaming promotion. He stated, "Any such effort only serves to reduce consumer and community awareness of legal options, benefiting illegal, offshore operators while harming consumers and communities. The proposed legislation would violate long-established free speech rights while undermining the expertise of over 5,000 state and tribal gaming regulators across the country."

Tonko's bill appears to be more concerned with responsibility than the American Gaming Association and its associates. The Congressman views gambling companies with suspicion. AGA, on the other hand, believes the legal gaming industry is deeply rooted in responsibility, according to Cylke. According to the AGA Senior Vice President, the industry's stakeholders have focused enough attention and resources on responsible gaming and problem gambling.

Cylke proposes that Congress refocus its efforts on combating the ravenous offshore illegal sports betting companies that prey on vulnerable consumers while devoting no resources to problem gambling.

The remarks of the AGA Senior Vice President echo those of several other stakeholders. Because gambling is an industry like any other, a significant percentage of them believe it is illegal and inappropriate to limit gambling companies' marketing.

The "Betting on Our Future Act" introduced by New York Congressman Paul Tonko expresses genuine concern for adolescents, young adults, and other people who are vulnerable to gambling addiction. However, it faces stiff opposition and may need to be tweaked to address the concerns of all stakeholders in the gambling industry.

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A Bill to Prohibit US Sportsbook Advertisements has been ... - The Citizen

The campaign will commence on the first day of Ramadan, and continue until the celebration of Eid al-Fitr

by exchange4media Staff Published - Mar 23, 2023 12:35 PM | 3 min read

ApisIndia, one of the leading FMCG brands in India, is launching a campaign during the holy month of Ramadan. The campaign, titled Ibaadat Ke Iss Mahine Rakhein Sehat Ka Saath, aims to promote individual well-being by blending the spiritual and personal aspects of Ramadan throughApisIndia's range of dates clubbed with other relevant products consumed in the month of Ramadan. Beyond just health, the campaign also celebrates the community bond that Ramadan brings together.

The strategy of the campaign will follow two routes, utilising both traditional media and online marketing. The campaign will commence on March 23, the first day of Ramadan, and continue until the celebration of Eid al-Fitr. In addition to leveraging traditional media,ApisIndia will also utilise social media platforms as an extension to the campaign, along with influencer marketing and targeted ads to reach a broader audience. Through this campaign,ApisIndia aims to make a lasting impact on individuals and communities across the country, promoting overall well-being during the holy month of Ramadan.

As part of its digital campaign for Ramadan,Apisis implementing a multifaceted strategy that includes a variety of initiatives. In addition to the ongoing social media campaign, the brand has planned a Pan-India contest and an influencer campaign on social media. These efforts are designed to engage with a wide audience and promote the brand's message of overall well-being during the holy month.

The contest invites participants to create unique recipes usingApisdates and other products for sehri and iftar promoting the diverse delicacies of the season through the brand.

As part ofApisIndia's Ibaadat Ke Iss Mahine Rakhein Sehat Ka Saath" campaign, the brand's social media strategy includes an online contest that leverages the overarching narrative. The contest aims to bring the community together in an engaging activity to not only celebrate Ramadan, but also as a means to make the brand an active part of it. Through the contest,ApisIndia wants consumers to come along and share some of their unique recipes that make their Ramadan celebrations their own. During iftar a variety of delicious foods are prepared. Leveraging this aspect,Apisstands at the centre of this contest, with its Dates, Honey, vermicelli and kesar being made to be the building blocks of these unique recipes.

Being a social media contest that engages the community,ApisIndia is also relying on other factors to reach out to a broader community. Through influencers from the Muslim community, the brand aims to spread awareness, while maximising the influencers by using them as a catalyst to boost the activity. The brand is also focusing on targeted ads during this holy month to amplify its online campaign.

To expand its reach beyond the digital sphere, the brand also includes hoardings, billboards, and banners to complement the social media campaign. In addition, the brand will organise an on-ground activity inspired by its video advertisement which conveyed the message of togetherness across religious lines and promoted the brand as an icon bringing people together.

The on-ground activity will seeApisvisiting areas in the national capital with a significant Muslim population and distributing hampers containingApisDates and other products to the underprivileged during iftar. Through this initiative,Apisaims to increase consumer awareness about the significance of physical well-being during Ramadan and create a deeper bond within the community. By leveraging its campaign,Apishopes to make a lasting impact on individuals and communities across the country.

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Ghosh, the CEO of Xotik Frujus, speaks to e4m about evolving customer preferences, the beverage company's rebranding exercises and more

by Kanchan Srivastava Published - Mar 23, 2023 9:41 AM | 1 min read

An FMCG veteran Anjana Ghosh surprised India Inc last October when she quit Bisleri after serving a fairly long stint and joined Xotic Frujus, a Mumbai-based beverage maker.

After all, Xotic was a much smaller company compared to Bisleri, almost a tenth of its size in terms of revenue. It was also a family-run business where the founder Rajeev Sehgal and his three children have been at the helm.

Ghosh says she decided to leave her comfort zone and took up Xotics job offer as a challenge. In less than six months, she has chalked out the shortcomings that have hampered the beverage company's growth and started addressing them aggressively. Her blueprint to accelerate the companys strategic and operational growth is already under execution.

In this interaction with e4m, Ghosh discusses how consumer preferences have evolved over the years, why the firm is rebranding its most popular brand Jeeru to J, how they are scaling up their production and distribution network first before kicking off an extensive marketing strategy.

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Xotik Frujus eyeing Rs 1,000 crore revenue in 5 years: Anjana Ghosh - Exchange4Media

This is the 10th consecutive year of the partnership

by exchange4media Staff Published - Mar 23, 2023 4:25 PM | 2 min read

Usha International has announced it will continue it official partnership with five-time-champions, Mumbai Indians mens cricket team, for the 10th consecutive year. The much-awaited cricket tournament gets underway on March 31, 2023, with the Mumbai Indians playing their first game on April 2, 2023.

Aligning perfectly with Ushas Play ethos, the partnership bears testimony to Ushas commitment to support and promote a culture of sports and athletics, as well as an active and healthy lifestyle, the company said.

This season will have 70 league games and 4 playoff games, played across 12 venues over the course of 52 days. As part of the association, the USHA logo will be prominently visible on the caps and helmets of all Mumbai Indians players. The Usha Play branding will be visible on perimeter boards and screens during the match.

Speaking on the partnership, Komal Mehra, Head Sports Initiatives and Associations, Usha International said, To reach a decade-long association with Mumbai Indians is a milestone that echoes the mutual respect and alignment of both brands. It further reiterates our dedication to nurturing sports and developing a sporting ecosystem via strategic partnerships. The Mumbai Indians franchisee displays the true spirit of sportsmanship, and its players are role models for the youth, inspiring them to lead active and healthy lives. We wish the players the best of luck and look forward to witnessing some high adrenalin games this season!

The Mumbai Indians Spokesperson said, We are pleased to continue our long-standing partnership with Usha International. This is a strong and valuable relationship has made them such an integral partner in our journey. Mumbai Indians are glad to be a platform that helps partners leverage and maximise the plethora of opportunities available, helping them reach a wide demographic of fans.

Led by Rohit Sharma, who is captaining Mumbai Indians for the 10th season, the team continues to have a strong mix of experienced as well as exciting young talent, donning the iconic blue and gold including Suryakumar Yadav, Ishan Kishan, Tilak Varma, Jasprit Bumrah, Cameroon Green, and Jofra Archer, amongst others.

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