AD Agencies
ZOG’s Resultrix wins a gold at FOMA for Tata AIG
MUMBAI: The ‘Travel Insurance’ campaign for Tata AIG has won gold in the ‘Consumer Research Category’ at the Festival of Media Asia Pacific (FOMA) 2016 awards held in Singapore — awards that celebrate the best in media thinking and communications across the APAC region.
ZenithOptimedia Group chief digital officer Mayoori Kango said, “FOMA is a very prestigious award and it is a matter of great pride for us to be receiving it. Resultrix was able to drive high potential users to the Tata AIG website and convert them to sale, driving impressive results. By dialing up on our LiveROI philosophy, we helped Tata AIG find the right triggers to scale up on sales and drive growth faster than their competitors.”
The campaign in question is based on the insight that travel is something that everyone looks forward to, while mostly takes a back seat, especially in India. If Indian travelers do get insured, it’s usually only for specific destinations.
As per research by Resultrix India, part of ZenithOptimedia Group, more than 90 per cent of travel insurance transactions online are made within 3 hours of the first search. Resultrix had to drive brand impressions and site traffic by maintaining close to 100 per cent share-of-voice throughout the journey to purchase during that decisive 3-hour window.
Resultrix developed a proprietary research methodology to understand the correlation between traffic generated from search terms and brand impressions, and direct site traffic – using this to determine the potential to convert individual prospects to sale, and then targeting them with customized messaging based on the actual terms used. In just one quarter, there was a great 67 per cent increase in Tata AIG brand and product related searches; over 42 per cent increase in direct page traffic. This in turn ultimately increased travel insurance transactions for the brand by a massive 74 per cent.
AD Agencies
Publicis Brazil’s creative chief Mauro Ramalho lands the jury chair at Abby Awards 2026
Mauro Ramalho brings 25 years of global advertising firepower to the new creative commerce, use of data and B2B category at Goafest
GOA: The Abby Awards 2026, powered by The One Club and The One Show, has appointed Mauro Ramalho, chief creative officer of Publicis Brazil, as jury chair for its newly launched creative commerce, use of data and B2B category. The announcement, made on 18 March, signals the awards’ intent to bring serious international muscle to a category that sits squarely at the intersection of creativity and commercial performance.
Ramalho is not a name that needs much introduction in global advertising circles. Over 25 years spanning three countries, he has worked at some of the industry’s most creatively restless addresses. At AKQA in San Francisco, he worked across McDonald’s, Nike, Fox, Target, Kraft Foods and GAP, and helped lead “The Lost Ring” for McDonald’s, one of the first alternate reality campaigns and among the most awarded projects of its era. He later moved to Organic in Toronto, bridging the Detroit and Toronto offices on Dodge, Jeep and Chrysler, before spending over a decade building CUBOCC into one of Brazil’s most iconic and innovative independent agencies, which subsequently joined the IPG network.
A stint at FCB followed, where Ramalho led integrated work bridging online and offline, before he joined R/GA São Paulo as vice-president and executive creative director, stitching together the São Paulo office with New York, London, Portland and California on global clients including Verizon, Google, Meta, Samsung, American Express and Heineken. He now heads Publicis Brazil as its chief creative officer.
His trophy cabinet includes Clios, Effies, TikTok awards and MMA Smarties, and he has served on juries at the Andys, TikTok and the Lisbon Awards.
The Abby Awards 2026 is scheduled to take place at Goafest 2026 on 20, 21 and 22 May in Goa.
For Indian advertising, landing a jury chair of Ramalho’s calibre for a category built around data-driven creativity and commerce is a statement of ambition. Goafest just raised its own bar.
