MAM
Marketers expect budgets to go up next year : US study
NEW YORK: DoubleClick, which claims to be the leading provider of marketing tools for advertisers, direct marketers and web publishers has released the results of its Fall 2002 Marketing Spending Index study, which is designed to track trends and the adoption of both offline and online marketing tools. The study, a follow up to the 2002 Spring study, is based on nearly 200 marketing professionals in the US from companies with gross revenues of more than $50 million and with marketing budgets exceeding $1 million.
Marketers expect budgets to increase in 2003 – The study found that 51 per cent of marketers expect budgets to be higher in 2003 compared to 2002. 43 per cent of marketers expect budgets to remain the same and only 6 per cent expect budgets to decrease. Those marketers who anticipate budget increases expect an average increase of 11 per cent. Furthermore, 57 per cent of marketers expect to increase their spending on email marketing in 2003.
The web is a substantial revenue channel – Marketers agree that the web remains a substantial revenue channel comprising 13 per cent of marketer’s revenue. Furthermore, 63 per cent of marketers expect the website to be the most likely revenue channel to increase. The study also found that 19 per cent of marketers believe that telemarketing is the most likely channel to decrease in revenue, compared to 14 per cent of marketers who think catalog revenue will decrease, and 13 per cent who believe reseller revenue will decrease.
Marketers’ use of online advertising for branding has increased – Results show that marketers using online for brand awareness increased from 75 per cent to 82 per cent in this Fall study, compared to those using it for direct response which were 43 per cent compared to 52 per cent in this Fall study. Additionally, the study reveals that when branding awareness is the primary objective, online advertising is perceived as nearly as effective as print, with 4.1 out of 5 compared to 4.2 out of 5, and slightly more effective than radio, with 3.9 out of 5.
Effectiveness and measurability still a concern for marketers – On a less positive note just 44 per cent of marketers reported having measurement tools in place, with the majority of marketers claiming that “clicks” and hits” are their measurement tools for online advertising. 33 per cent of marketers cited that they are unsure about the effectiveness of online advertising, followed by inconsistent reporting cited by 0029% of marketers. Furthermore, marketers showed growing concern about the expense of online advertising, from 13 per cent to 19 per cent in this Fall study.
Furthermore, the effectiveness of email ranks high as an impediment to increasing spend on email marketing. 26 per cent of marketers reported this as a concern, compared with 31 per cent of marketers in this Fall study. Specifically, marketers cited concern about increased volume impacting response rates, with privacy and SPAM the top concerns for 35 per cent of marketers in this study.
Brands
Big Bowl appoints Lyxel & Flamingo as social and media partner
QSR brand eyes next growth phase after crossing Rs 100 crore ARR milestone
MUMBAI: Big Bowl, one of India’s largest bowl-format quick service restaurant brands from Lenexis Foodworks, has appointed Lyxel & Flamingo (L&F) as its social and media partner as it prepares for its next phase of growth.
The partnership comes after the brand crossed the Rs 100 crore annual recurring revenue milestone in 2025 and aims to help accelerate its journey towards Rs 150 crore ARR in its fifth year since launch.
Big Bowl currently operates more than 250 kitchens across 50 cities and has emerged as a major player in India’s organised bowl-format food segment. Built around hearty portions and delivery-first convenience, the brand offers a wide mix of Indian, Chinese and fusion bowls designed for quick, affordable and portable consumption.
As urban consumers increasingly gravitate towards easy-to-carry and value-driven meal formats, the company sees the bowl category as a scalable format aligned with modern eating habits.
With the appointment of Lyxel & Flamingo, Big Bowl plans to consolidate its social media and digital media operations under a single partner. The move is intended to sharpen its digital reach, strengthen youth-focused storytelling and improve performance marketing outcomes.
Lyxel & Flamingo, one of India’s largest independent digital-first agencies, manages more than 350 brands and oversees advertising spends exceeding $100 million across its network.
Under the mandate, the agency will handle Big Bowl’s social media strategy, content development, digital performance marketing, media planning and buying, as well as campaign amplification across platforms.
Commenting on the partnership, Lenexis Foodworks founder and director Aayush Madhusudan Agrawal said, “Big Bowl has scaled rapidly to cross Rs 100 crore ARR and established itself as one of the largest bowl-format brands in the country. As a delivery-first, digitally native brand, our next phase of growth will be driven by sharper performance systems and stronger brand storytelling. Consolidating social and media with Lyxel & Flamingo allows us to integrate data, creativity and media precision as we scale towards our next revenue milestone.”
Lenexis Foodworks marketing head Vikas Iyer, added that the delivery-led category requires content, media and performance marketing to work closely together.
“With Lyxel & Flamingo, we aim to build a sharper social voice, stronger acquisition systems and measurable impact, ensuring the brand scales not just in presence but also in precision,” he said.
Lyxel & Flamingo chief executive officer Dev Batra, said the agency will combine data-driven marketing with creative storytelling to support Big Bowl’s growth. “Big Bowl brings the flavour, and L&F brings the fire. Our strategy combines data-led performance with engaging storytelling to help build a strong digital brand presence while delivering measurable business results,” he said.
With this partnership, Big Bowl is looking to strengthen its position as a digitally driven QSR brand, blending brand-building with performance marketing as it scales within India’s rapidly growing organised food delivery market.
