MAM
Mindshare partners exclusively with Crayon Data
MUMBAI: In a landmark move, Mindshare has entered into an exclusive partnership with Crayon Data to power its planning, insights and consultancy offering.
The main aim of combining Mindshare’s proprietary data and research with Crayon Data’s big data collection and analytical capability is to offer greater adaptive solutions for marketers. And provide ability to not only identify different consumer profiles and segments, but also target and track those profiles across a complex range of media channels, including social media and video.
For Mindshare, the partnership continues its focus on developing leadership in Adaptive Marketing, a shift that is impacting how the agency thinks about services, products and ways of working. Mindshare’s core DNA is about disruption, provocation and speed, working with open source partners to continuously re-define how media agencies should behave.
With this in mind Mindshare has consciously entered into a range of strategic partnerships across new emerging domains such as big data, mobility, online video, cross screen measurement, advocacy and social content. The agency has re-structured its approach to bring data, content, technology and accountability together in a way, which has unlocked dramatic growth opportunities for both clients and partners.
Mindshare’s Products, Partnerships & Services council chairman and APAC chief client officer Sudipto Roy said, “One of today’s key business challenges is the complexity surrounding the collection of data making traditional database processing and management tools ineffective in helping clients make optimal decisions about their customers’ needs. It’s a fundamental requirement of business success. Without the ability to support customer needs, organisations fail.”
“We are looking at this collaboration to dramatically transform the way consumer insights are mined and connected to our clients’ categories. For one FMCG company, we were able to unearth consumer connections and interests in a way that is almost impossible to do through standard research based methods. For a B2B client, we were able to unlock and profile a million potential leads with exact identification of what they would be likely to buy. This is a game changer; both for insights and for performance/ CRM based initiatives. It’s not a surprise that Crayon Data was recently chosen as one of the top five companies by IBM’s Watson Developer Challenge.” he added.
Crayon Data is one of the fastest growing “big data” startups founded with a vision to simplify the world’s choices. The SimplerChoicesTM engine simplifies the decision making process for marketers, using proprietary algorithms to sort the complexity and present meaningful connections between data points and providing predictions of what consumers really want. The foundation of Crayon’s Choice Engine is the Taste Graph (B2C) and Interest Graph (B2B). Crayon’s taste graph (for B2C companies) already has over 550 million taste nodes reaching close to a billion through 2014. The company’s interest graph (for B2B companies) has extensive information on over 10 million enterprises, with 500M data points.
Crayon Data founding director Suresh Shankar said, “Media, analytics and behaviour is all going digital, and choices are proliferating in every aspect of our life from media to daily decisions. The partnership seeks to marry Mindshare’s media data sets and expertise, and its innovations like Loop Room, with Crayon’s choice engines, algorithms, and taste/interest graphs. This partnership forms part of a big transformation and caters to our mission of turning the misery of choosing into the magic of choice.”
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
