MAM
FirmDecisions to help advertisers make better media investment decisions
MUMBAI: FirmDecisions, part of UK-based Ebiquity Group and an independent global marketing auditor, has formally announced its entry into the Indian market. It’s actively pursuing a JV here to help advertisers know that their media investment advisors are not commercially compromised. The firm has conducted 5,000+ audits in 70+ countries over the past 17 years facilitating financial transparency in the client-agency relationship for many of the world’s biggest advertisers. The right contract terms ensure client interests are protected and Firm Decisions is highly regarded worldwide for its ability to ensure this happens.
At a recent workshop organised by FirmDecisions, 30+ leading Indian advertisers shared their growing concerns on media transparency and their eagerness to know more about the black box of media trading incentives (e.g. rebates) between their appointed advisors and media suppliers.
FirmDecisions MD Stephen Broderick said, “The increasing disconnect between advertisers and media agencies over rebates calls for more transparency. In many countries, including the US and UK, advertisers are urging their peers to tighten contracts and adapt a new framework. Indian advertisers by early adaption will avoid issues that other markets have already gone through.”
FirmDecisions is the first and largest independent global marketing compliance specialist who ensure financial transparency in the client-agency relationship for the world’s largest advertisers like Unilever, Coca-Cola, Microsoft, and Jaguar Land Rover. They have been instrumental in taking the findings of the ANA Report global to identify five areas where advertiser(s) should focus their energies – Internal Governance, Management and Ownership of Data, Contract Management, Audit Rights and Code of Conduct.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
