MAM
Colgate, Yahoo to research impact of online ads in media
MUMBAI: Colgate-Palmolive has appointed Yahoo UK and Ireland to run its first online campaign, and is investing a substantial amount of money researching the effectiveness of adding online advertising.
The campaign is running across Yahoo! UK and Ireland, supporting the launch of the new variant Colgate Total Advanced Fresh. The project will assess the effectiveness of using online ads in conjunction with outdoor, TV, press, direct marketing samples and cinema.
According to a media report, this is the first time one of the company’s cross-media studies will involve online. Working with Mediaedge:cia Digital and the Internet Advertising Bureau, Colgate is hoping to discover the effectiveness of using online advertising as part of a major campaign. The research will be conducted by Marketing Evolution.
Colgate Palmolive e-business director Gabi Stade was quoted in a media report sating, “The objective is to test whether including online within the media mix works more efficiently than TV and traditional media alone. At Colgate-Palmolive we are always keen to push the boundaries of the marketing mix while being sure to track any innovations to assess their effectiveness.”
Yahoo! hopes that the Colgate case would help it prove that it had an impact. Yahoo! UK and Ireland sales director Alison Reay was quoted in another media report saying that the research was a huge step forward for the industry and that they were confident that it would further help them to prove the effectiveness and potential of their medium, as well as highlight how online can maximise campaign reach against a work-based audience.
The campaign began appearing on the Yahoo homepage and throughout the Yahoo network from mid-May, supporting the launch of ‘Colgate Total Advanced Fresh’ toothpaste.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
