MAM
Korea’s ad spends jump 11% to $8.46 bn in 2011
MUMBAI: Korea’s total advertising spend for 2011 has jumped 10.9 per cent to $8.46 billion, according to an estimate by Cheil Worldwide.
This is the second consecutive year when the country’s ad expenditure has increased, after it dipped 6.9 per cent in calendar year 2009 over the prior year due to the global economic crisis .
Data from the years 2010 and 2011 signal that the market is back on track. The jump in calendar year 2011 is due to improved consumer sentiment combined with aggressive marketing campaigns by companies, Cheil Worldwide‘s annual report on annual advertising spends in Korea stated.
Segregating the spends according to the medium, one sees that Internet jumped by 20 per cent while TV and print media showed 11 per cent and 3.3 per cent increase respectively.
Mobile advertising which is a relatively new category recorded a growth of 11,900 per cent from $0 .44 million in 2010 to $53.1 million in 2011. The major growth driver for this category is the use of smart phones which skyrocketed.
Despite the Euro crisis and downturn in developed countries, 2012’s growth in the ad spend is expected to be between 5 per cent and 6.3 per cent higher than the national economic growth rate. This is keeping in view some positive signs like general programming TV (four new channels introduced by major newspapers) which will continue to increase ad sales. Print media is becoming increasingly digitalised and industries are reliant on individual digital media such as smart phones.
The report is an estimate of advertising spending in Korea during the calendar year, representing the advertising media fees and production costs for the traditional media (newspapers, magazines, radio and television), along with those for the satellite media, Internet, and promotional media categories.
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
