MAM
AsiaPac leads global ad growth: Nielsen
MUMBAI: Global advertising expenditures were up 3.2 per cent in the third quarter of 2013 for year-over-year period, driven largely by Asia Pacific’s expanding powerhouse ad market, as well as a bottoming out of Europe’s contracting ad market.
According to Nielsen’s latest Global AdView Pulse report, Asia Pacific ad revenues surged seven per cent in the first nine months of 2013. China was up 16.7 per cent, Indonesia 22.1 per cent and Malaysia 15.7 per cent. The gains offset declines in Australia and South Korea.
Television continues to be the favourite medium through which advertisers attempt to reach their consumers, commanding a 57.6 per cent share of all spending and growing 4.3 per cent. Display Internet, though representing a smaller share of spends at 4.5 per cent grew significantly by 32.4 per cent.
Macro sectors contributing to the growth include FMCG, which saw a 5.9 per cent increase in ad spending for the year-to-date, and Industry & Services, which grew 11.3 per cent.
The period also saw a slight improvement in Europe, with the market down just 0.4 per cent in Q3. Nielsen notes that the region’s ad market appears to be bottoming out. Indeed, Italy and Spain, among the hardest hit, may have the worst behind them, the report notes, and Greece saw its ad revenues gain 10.3 per cent.
In the US the market was up 1.7 per cent by the end of September, even though it fell 1.3 per cent in the third quarter itself. And in Latin America, the year-on-year change was 13 per cent.
AD Agencies
Collective Creative Labs wins two Silver Effies, ranks top 15
Independent agency shines with strategy-led campaigns that move brands and culture
MUMBAI: Collective Creative Labs (CCL) has bagged two Silver Effies at the 25th Effie India Awards and claimed the 15th spot in the Agency of the Year rankings, marking a standout moment for the independent agency.
For a young agency built without legacy backing, these accolades go beyond trophies. They celebrate a fresh approach: starting with brand truth, sticking to strategy, and creating work that drives business, not just chatter.
Three years ago, Collective Artists Network spotted a gap in the market. Brands had access to creators and cultural moments but lacked cohesive strategy. CCL was born to fill that gap, blending cultural insight with disciplined brand planning to deliver campaigns that truly perform.
Collective Artists Network founder and group CEO Vijay Subramaniam said, “We were already sitting at a rare intersection of culture, creators, entertainment and influence. But brands don’t need access alone; they need alignment. CCL brings strategy to the heart of culture so that it drives real brand growth.”
CCL’s campaigns, including work for Zebronics, Rakesh Masala and Liberty, have travelled far beyond paid media, not chasing virality, but earning it through clarity of insight and purpose. Big names are used to amplify thinking, not replace it.
Collective Creative Labs CEO and partner at Collective Artists Network Sanjana Jain added, “Great work starts with clarity, what the brand stands for, the consumer’s reality, and the business goal. In a world that loves spectacle, we focus on outcomes. These awards validate that approach.”
Both Silver-winning campaigns were built on immersive consumer understanding and sharp strategic thinking, reinforcing CCL as a performance-driven creative partner. Operating where brands, culture, entertainment and emerging media intersect, CCL represents a new kind of agency model, uniting talent, content, influence and strategy under one roof.
For CCL, these wins and the Agency of the Year ranking are just markers of momentum, not the finish line.
