AD Agencies
GroupM launches new advanced television unit
MUMBAI: GroupM today announced the launch of a new innovative TV business unit that will offer clients superior targeting and engagement capabilities in what has become a technology driven, data fused, addressable media environment.
The announcement was made by GroupM North America CEO Kelly Clark, who said the unit will be called Modi Media and will be led by Michael Bologna, GroupM’s Director of Emerging Communications. Bologna’s appointment as President of Modi Media is effective immediately, and his previous role is being folded into his new position.
“We are preparing for a world of media consumption and advertising message delivery that is radically different from what we see today,” Clark said in making the announcement. “Data and technology are driving enormous change in the structure and the economics of the television business, and it’s critical that we are ready to help clients navigate the new landscape. Modi Media will develop powerful advanced TV solutions for advertisers.” Clark said Modi (pronounced “Mo-Dee”) will offer solutions that provide advanced targeting, less waste, improved ROI, and deeper engagement.
Specifically, the unit will cover four practices:
DIGITAL CONTENT DISTRIBUTION: Focused on the promotion of sale or rental of digitally distributed films across cable and satellite platforms and through connected devices (iTunes, Xbox, Amazon, Vudu).
ADDRESSABLE TV: Addressable television is the ability to send a TV commercial to a specific household based on a brand’s actual target profile. Targeting criteria can include income, advanced demography, and purchase behavior, among others. Ads are served only to the homes that fit the specified target criteria. The current reach potential of addressable TV is 40 million TV homes across the US, and is expected to grow significantly.
HYPER-LOCAL TV: Hyper-local television is the ability to insert a TV commercial directly to a specific zone or zip code based on geographic skews, sales data, trading radius etc. This helps focus clients’ TV advertising in highly concentrated local neighborhoods without having to buy an entire market, thereby reducing waste.
INTERACTIVE TV (iTV): iTV enables advertisers to engage consumers more deeply with interactive content and promotions, using TV commercials as a “jumping off point.” Solutions include dedicated advertiser channels, commercial overlays for lead generation, smart TV applications and e-commerce. Modi will provide advertisers with strategic planning, buying, production, and data analysis across platforms including cable, satellite, telco and gaming services.
Rino Scanzoni, Chief Investment Officer of GroupM, noted that Modi will be supported by the full resources and scale of GroupM including its TV implementation, optimization, research and data capabilities. The unit’s services will be made available to clients of all GroupM agencies, which include Maxus, MEC, MediaCom and Mindshare. In addition the new unit will offer its mservices to other WPP agencies and directly to clients who may not work with a GroupM media agency.
Bologna started his career at MEC in 1998 as an assistant media planner on the agency’s AT&T account. He was an original member of MEC’s digital unit (The Digital Edge) and more recently has held positions that focused specifically on advanced television. He is known throughout the television and media industries for his expertise in the field of advanced digital communications.
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Havas Life Mumbai & Shobiz team up to offer experiential healthcare solutions in India
Alliance blends science-led strategy with immersive experiences for pharma brands
MUMBAI: In a move aimed at reshaping how healthcare brands connect with their audiences, Havas Life Mumbai and Shobiz have joined forces to deliver integrated experiential solutions for India’s healthcare and pharmaceutical sector.
The partnership brings together two distinct strengths under Havas India. On one side is Havas Life Mumbai’s deep grounding in medical and scientific communications, and on the other, Shobiz’s expertise in large-scale experiential design and execution. The aim is simple but ambitious: to bridge the long-standing gap between science-heavy strategy and high-impact on-ground experiences.
As healthcare communication grows more complex, the industry is shifting away from traditional messaging towards engagement that is immersive, measurable and compliant. This collaboration seeks to meet that demand by offering end-to-end solutions that connect with healthcare professionals, patients and caregivers in more meaningful ways.
The joint offering will tap into emerging technologies such as virtual reality, augmented reality and AI-led interactive platforms. These tools are expected to help simplify complex medical information while making engagement more dynamic and outcome-focused.
Havas Health global chief client officer and CEO Apac-Latam Charles Houdoux said, “By bringing together scientific depth and experience design, we are creating a new model of engagement where knowledge and emotion work hand in hand. This is about improving understanding, building trust and ultimately driving better patient outcomes.”
Havas India group CEO Rana Barua added, “This partnership allows us to move beyond conventional formats and create experiences that are more relevant and impactful for the health and wellness space. It reflects where the future of healthcare engagement is headed.”
Havas Life Mumbai managing director Dorelle Kulkarni noted that brands today need more than just communication. “They need experiences that make complex science easier to understand and inspire action. This collaboration enables us to deliver exactly that, with measurable impact.”
Echoing the sentiment, Shobiz CEO Sameer Tobaccowala said, “The future lies in combining credibility with creativity. Together, we can offer integrated platforms that not only engage but also deliver real business outcomes.”
With this alliance, the Havas network is betting big on experience-led healthcare communication. If executed well, the partnership could set a new benchmark for how medical science is not just communicated, but truly experienced across India.
