MAM
MensXP’s latest ‘Fathers: Then Vs Now’ Video Promoting Philips OneBlade is A Content Marketing Gem
This father’s day, leading appliances brand, Philips collaborated with the country’s largest lifestyle platform, MensXP to launch a branded video titled ‘Fathers: Then vs Now’ across major social media channels. The light-hearted sketch poignantly emblematized father-son relationships and upheld the core values of unwavering support, trust & confidence.
Conceptualized by ILN Studios, the 8-minute long video brings out a thematic contrast between fathers in the 90s to those of today. It also amplifies the invariable core idea that a father always pushes his son to do the right thing. The video has garnered more than 17 million views across social media, soliciting well over 400,000 positive reactions. The novelty of this concept was in its relevance – viewers developed analogical or aspirational syncs with the situations depicted in the video and contributed via comments, discussions, and over 50,000 shares to the organic growth of viewership.
Angad Bhatia, Co-Founder & CEO – MensXP said, “Indian Men are starting to care about what they wear and how they groom themselves more than ever before, and they are not stopping just there. At MensXP, we wanted to highlight the pivotal role of fathers both as pillars of strength & confidence, but also as mentors in grooming. To that effect, our video in partnership with Philips helped weave an evocative & relevant story on how fathers groom us for the future.”
“"Philips is India's most loved & trusted personal grooming brand since nearly a decade. We have been pioneers in the category & have continuously innovated to delight our consumers. On the occasion of Father's Day we wanted to celebrate our deep relationship with the modern Indian man. The campaign was very well received and loved by the audience” Gulbahar Taurani, Vice President, Personal Health, Philips Indian Subcontinent said.
“The Fathers: Then vs. Now video co-created in partnership with ILN Studios was an attempt to celebrate the new wave of progressive dynamism Indian men are embracing, both in their values and their grooming. Our primary role was to align Philips’ brand ethos of trust and confidence to spark a dialogue that yields real action. Given the heartening response to the video from our target audience, we’re glad to have been a part of this success story.” Anita Kotwani, Carat India head said.
Watch ‘Fathers: Then Vs Now’ now: https://www.youtube.com/watch?v=p1WflR06qlw
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MAM
Omnicom Media appoints Bradley Rogers as CEO of OMD USA
Red Ventures president to lead OMD’s largest market as Chrissie Hanson exits
NEW YORK: Omnicom Media has named Bradley Rogers as chief executive officer of OMD Worldwide’s US business, handing him the reins of one of the world’s largest media agency operations. His appointment takes effect on March 23.
Rogers steps into the role with more than 25 years of experience across media, creative services and digital platforms. Over the years, he has held senior leadership roles at global organisations including McCann Worldgroup, Ogilvy, Mindshare and Red Ventures, working across global, regional and market level operations.
His career has also seen him build long standing partnerships with major brands such as IBM, Mastercard, Microsoft and Nestlé.
Announcing the move, Ralph Pardo, chief executive officer of Omnicom Media North America, said Rogers brings a rare mix of business acumen and cross discipline expertise shaped by leadership roles across media, creative services, commerce and consumer platforms.
Pardo noted that Rogers’ entrepreneurial mindset and ability to connect capabilities, teams and ideas makes him well suited to lead OMD as marketing grows more complex and outcome driven.
Rogers succeeds Chrissie Hanson, who is stepping down after four years as chief executive officer of OMD USA. Pardo credited Hanson with strengthening the agency’s market leadership and deepening the value delivered to clients during her tenure.
Before joining OMD, Rogers served as president at Red Ventures, a digital marketing and large scale customer acquisition company recognised by Inc. Magazine as one of the fastest growing private companies. Prior to that, he was global president and chief operating officer at MRM, part of McCann Worldgroup, where he oversaw global operations across 16 markets and managed relationships with several of the world’s largest brands.
In his new role, Rogers will lead the US arm of OMD, the largest market within the global media agency network.
Commenting on his appointment, Rogers said that as marketing organisations navigate rapid change, agencies must work closely with clients to understand both the pressures they face and the opportunities ahead. He added that his focus will be on delivering measurable outcomes while unlocking Omnicom Media’s strengths in scale, data, identity, commerce and talent to drive growth for the brands it serves.
