MAM
Havas Media Group to implement attention data into planning tools globally
Mumbai: Havas Media Group (HMG) on Friday announced the expansion of its proprietary global identity-based audience planning platform Converged – with two bespoke tools that harness the power of attention to deliver meaningful media experiences.
HMG is the first agency network to implement attention data into planning tools on a global scale, with these new tools enabling investment in attentive, sustainable, and economic media exposures.
HMG’s new Meaningful Media Planner (MMP) harnesses attention data from Lumen’s continuous eye-tracking panels to rank and score over 9,000 domains at a format level for the average attention they are likely to deliver. This data is used in conjunction with vetting of domain safety from Supply-Side Platform (SSP) partners, Demand Side Platform (DSP) data, and Havas’ proprietary domain categorisation algorithm to create a comprehensive assessment of media placements on metrics such as viewability, attentive seconds, and view rate in relation to domain, device, media type, and format.
This wealth of data allows planners to best direct investment against the specific KPIs of a client’s campaign.
Complimenting the MMP is the Meaningful Social Matrix (MSM) – a proprietary tool that measures social ad placements by their attention in relation to cost and brand suitability. MSM draws upon proprietary platform and ad placement level attention data from Lumen, campaign performance Key Performance Indicators (KPIs) aggregated from historical Havas owned data, and brand suitability scoring based on the Conscious Advertising Network’s manifesto to give planners a detailed view of the social ecosystem and create a social campaign that is optimal for their clients.
“Attention optimisation is a rare ‘win win’– consumers are delivered content that connects them to the causes and people they care most about, while brands have the opportunity to deliver their message more economically and sustainably,” said Mx Development global managing director Jon Waite. “With MMP and MSM we’re bringing attention metrics into the planning phase, allowing marketers to make more strategic, informed decisions in selecting media sources that will deliver valued and trusted media experiences.”
HMG’s commitment to attention has complimented the agency’s efforts to improve sustainability and media investment ROI by reducing tech fees and intermediaries within the supply path, increasing working media, and better supporting content owners. In tests across core markets, MMP curation and HMG’s supply path optimisation were able to achieve 70-80 per cent of every dollar spent ending with the publisher, as compared to 50-60% when buying on the open market.
MMP and MSM are under continuous development to offer planners new metrics and insights into media effectiveness. In Q4 of 2022, HMG will unveil a new version of these tools that allows direct sustainability assessment by incorporating data from Scope3 to score placements by their carbon emissions.
MAM
Raymond Lifestyle appoints Kalpana Singh as CMO
20-year HUL veteran to lead marketing and brand growth from 5 March 2026.
MUMBAI: Raymond Lifestyle just stitched a marketing masterstroke because when your profits are feeling the pinch, you bring in someone who knows how to make brands irresistible. Raymond Lifestyle Limited has appointed Kalpana Singh as chief marketing officer (CMO), effective 5 March 2026. She will report to the CEO and join the senior management team, leading marketing strategy, brand development and customer engagement across the company’s fashion and lifestyle portfolio.
Singh brings 20 years of experience in brand building, consumer insights and category strategy, largely from Hindustan Unilever Limited (HUL). Most recently she served as marketing director at HUL, driving integrated campaigns to strengthen brand positioning and customer engagement. Her earlier roles at HUL included Personal Care Business Group Director for the Middle East, Turkey and North Africa region, and Brand Development Director for the Middle East, North Africa, Russia and Turkey. She holds a Master of Arts in Sociology from Jawaharlal Nehru University.
The appointment arrives as Raymond Lifestyle navigates a challenging quarter. Consolidated net profit fell 33 per cent year-on-year to Rs 42.86 crore in Q3 FY26 (from Rs 64 crore in Q3 FY25) and dropped 44 per cent sequentially from Rs 75 crore in Q2 FY26. The company cited headwinds in its international business, particularly garmenting and B2B exports, due to higher US tariffs causing deferred orders and margin pressure.
The company is focusing on brand repositioning, innovation in marketing and deeper consumer connections to support growth in India’s fashion and lifestyle market.
In an industry where every thread counts, Raymond Lifestyle isn’t just adding a CMO, it’s weaving fresh vision into the fabric, hoping the right marketing stitch turns the tide one campaign at a time.
