Nidia Studio, 27 Tanjong Kling Road, Singapore (2026)

Name: Nidia Studio
Address: 27 Tanjong Kling Road, Singapore, 628054, SG
Telephone: +6562626732
Rating: 5

29/11/2022

World’s 10 Best Advertising Agencies

For brands, advertising agencies in the world plays a crucial role. It is quite important for an organization who wants to grow his business.

If organisations haven’t employed some professional agencies to take care of their marketing strategies, they end up being struggling with the promotion of the product.

Almost all the advertising agencies have some kind of uniqueness which strengthens the target audience’s memory. It also makes them memorable to remember a particular product.

Before reading about top advertising agencies, we should understand the very basic concept of advertising.

Advertising is – finding the ideal customer and this calculation is done on the demographic standards such as – Gender, Age, Education level, Income level and zip code etc.
True Advertising is based on finding the ideal customer
Advertising is a unique method. It’s a tactic to promote a product, service, promotional content, or messages in the form of advertisements.

The goal of this highly creative work is to reach people according to their need and interest.

In addition to this, we can say Advertising is an unique arena in itself. To understand it you need to go for an advanced Advertising course.

But before that start thinking about advertising that you know well and you love to interact with them.

When it comes to top class advertising agencies. They are dedicated to its clients for creating and planning advertisements.

These agencies handle the overall procedure of marketing, branding, promotion as well as sales for its clients.

We all know that an advanced level customer prefers advertising from reputed names they know.

There are so many advertising sites in the world, out of which I have made a list of 10 agencies. These agencies has ruled the world of advertising for the longest time and serving till now.

You may not agree with it. Here you may think some brands are missing, or some don’t deserve to be on the list.

Let’s have a look over them in detail.

Top 10 Advertising Agencies in the World
1. Ogilvy & Mather
Ogilvy & Mather is a New York City-based advertising, marketing, and public relations agency. It started as a London advertising agency founded in 1850 by Edmund Mather. In 1964 it became known as Ogilvy & Mather after merging with a New York City agency that was founded in 1948 by David Ogilvy.

Having presence in India since 1928, this agency operates its offices in all major cities.

It is part of the WPP Group, which is by revenue one of the largest marketing and communications companies in the world.

O&M earned a classic reputation through its work and performance in the marketplace.

Website: www.ogilvy.com

Awards & achievements
O&M won three medals “Gold, silver and bronze” at Asian Brand Marketing awards 2004 held in Hong-Kong:

The agency grabbed Gold medal for Best Insight for Goli ke Humjoli campaign.
Silver medal for Most effective PR for Cadbury crisis management.
Bronze medal for Best long-term marketing for Fevicol.
Clients: Amazon, Coca-Cola, IBM Cloud, Perrier, Dove, American Express

Notable ad campaigns by Ogilvy
Dove (Empowering Idents)
2. MullenLowe U.S. (We are different kind of beast)

MullenLowe U.S. is the best American advertising agency around and was founded in 1970 by Jim Mullen in Boston. Because of its capability of early adaptation of social media, it has been successful in landing the “most influential” client in the century. It is excellent in content creation, brand planning, user experience designing, performance analytics, studying the influence of digital and technology production.

Mullen is one of the top 10 innovative marketing and advertising companies.

It is 2017 global creative pr agency of the year. Also MullenLowe Mediahub partnered with Netflix on two incredible campaigns, ‘Earn Your Power’ and ‘Unblockable ads”. Both of these campaigns have been recognized as two of Adweek’s Best Media Plans for 2017.

Website: https://us.mullenlowe.com

Awards & achievements
Mullenlowe Lintas group India won the title of “Creative agency of the year” at the campaign South Asia agency of the year 2016 awards held on November 30, 2016 in Mumbai.
Moreover it was ironically announced as the “most awarded agency” in India in 2015.
Clients: Google as well as others like JetBlue, General motors, Zappos, Acura, century, 4Seasons, Jetblue, ask.com.

Notable Campaigns by MullenLowe U.S.

3. McCann Worldgroup
Next in the row is McCann (formerly McCann Erickson) a global advertising agency network, with offices in 120 countries. It is a subsidiary of the Interpublic Group of Companies, one of the four large holding companies in the advertising industry.

McCann Worldgroup is a leading global marketing services company comprising:

MRM//McCann (digital marketing/relationship management)
McCann (advertising)
Momentum Worldwide (total brand experience)
McCann Health (professional/dtc communications)
CRAFT (global adaptation and production)
UM (media management)
Weber Shandwick (public relations)
FutureBrand (consulting/design)
PMK-BNC (entertainment/brand/popular culture)
McCann was the first agency to diversify into domains other than marketing.

Website: https://www.mccannworldgroup.com/

Awards & achievements
McCann worldgroup has achieved most of the Cannes awards.
It has been recognized as the most awarded agency in North-America.
McCann in New York and Mumbai are the two out of four agencies to receive an ACT responsible Cannes tribute 2017 for their outstanding work.
Clients: L’OREAL, TV Doctors of America, MasterCard, Cigna, Nespresso

Notable Campaigns by McCann
L’Oreal Paris (The Non Issue)

4. Publicis Groupe

It was founded in 1926 in France which is considered as the oldest as well as largest marketing & advertising companies in the world. Publicis Groupe is owned by Maurice Levy including Saatchi & Saatchi and Leo Burnett. Recently it took full control of BBH and acquired a long string of digital specialists including Digitas, Razorfish, and Sapient.

In 2016 it split its media networks i.e. Starcom MediaVest and ZenithOptimedia into four separate units.

It provides marketing, communication, and digital transformation services, POS, video editing etc.

Website: http://www.publicisna.com/

Awards & achievements
Publicis Singapore won Gold for one in a million entry for P&G India.
Publicis Romania was awarded as the “Agency of the year 23rd Golden Drum” etc.
Clients: Citi, Coca-Cola, Garnier, Rogers, Lobsterd, Vicks, American Airlines etc.

Notable ad campaigns by Publicis Groupe
Burger king (Lockdown whopper)

Kit Kat (Even technology needs a break)

5. Dentsu (Japan)

There is no advertising agency that dominates its home market as completely as Dentsu of Japan. It is a multinational media and digital communications who have its office in London (U.K). Dentsu was founded by Jerry Bhulman and controls around 30% of all that country’s mass media advertising.

This one is currently the largest advertising agency and fifth largest agency network in terms of worldwide which is made of 10 global network brands.

Recently its profile outside Asia was not very known but Dentsu began to change that imbalance with a few carefully selected acquisitions. Its first big breakthrough came with the purchase of New York agency McGarry Bowen. That was topped by the bolt of Ages which owns the global media networks of Carat and Vizeum.

Website: www.dentsu.com

Awards & achievements
Dentsu won many International awards such as – Cannes Lions, One show, CLIO, ADFEST Lotus and Spikes Asia etc.
Clients: It includes Airtel, Flipkart, Pepsi, Coca-Cola, Bacardi, Red Bull.

Notable ad campaigns by Dentsu
Tata Harrier (Language of humanity)

25/11/2022

Ad Spending: A Primer

The advertising budget is a residual expense. This means that every additional dollar that is spent on advertising comes straight out of the profit. Also, if advertisements are done cheaply, it straight away impacts the bottom line. This is the reason why fourth quarters traditionally have lowest advertising spends. If companies know that they are going to miss their sales targets, they try to cut down on planned advertising expenses so that the profit remains unaffected.

In this article, we will understand more about ad spending and how it impacts the sales of a company.

Common Pitfalls in Ad Spending
The most common method of accounting for advertising is to allocate the brand’s advertising budget amongst the SKU’s sold. Hence, a few cents or dollars are apportioned to each SKU being sold. The problem is that this method does not provide the feedback necessary to improve the process.
The company is not able to determine whether its ad spending is sufficient. Since there are no precise metrics available to measure the impact of advertising dollars on the sales generated, the result is a black box. Companies keep spending huge sums of money on ad budgets because they believe that these budgets contribute to sales. However, they have no proof or no way to determine whether this belief is the actual truth.

Advertisers believe that the benefits of advertising only accrue in the long term. However, they warn against cutting the advertising spends in the short term as well. The metric most commonly cited to make this argument is the advertisement spending to sales ratio. In many cases, this ratio has an elasticity of greater than one. This means that a dollar spent on advertising creates more than a dollar in sales. This also means that if advertising spends are reduced, the result is a disproportional drop in sales. However, the problem with this method is that it ties the efficiency of the ads with the money spent.
However, nowadays, online marketing has evolved. This is allowing companies to spend less money on ads and yet be more effective. This method of analysis, therefore, disregards the productivity gains and compels companies to be inefficient and continue spending more.

There is a lack of tools which provides real-time data about the ad spends as well as the benefit that they generate. Most tools look at the situation after a time lag. There is a need to obtain real-time feedback so that actions can be taken proactively and not retroactively.
Alternative Ways to Gauge the Efficiency of Ad Spends
Another way to gauge the efficiency of advertising spends is to compare the share of voice that a brand generates to its market share. Note that the metric does not involve monetary terms. Instead, it involves share of voice. Hence, if a brand is able to generate more impact with a lesser budget, this act is appreciated by this metric.

The rationale behind this is that similar brands have similar cost structures in the market. Also, since markets tend to be oligopolistic it is easy to determine the share of voice generated by other companies as well. Hence, a comparison is enabled between the advertising effort and the outcome in the form of sales. This allows companies to benchmark against each other. This benchmarking then enables identification and adoption of best practices.

Ad Spends and Lifecycle of the Brand
The introduction of a new brand requires considerable effort. It is for this reason that when new brands are introduced, their market share will be much lower as compared to their share of voice. In fact, sometimes the entire sales revenue is less than the ad spends. Such companies need to aggressively pursue more sales rather than worrying about ad spends.

On the other hand, brands like Kellogg’s, Coca-Cola etc. which have been on the market for long require a stable share of voice. Since these brands are mature, any growth in sales happens because of population growth. Advertising has very less impact here. Hence, companies try to optimize their ad spends instead of aggressively pursuing more sales.

The scale of the brand also has a relationship with the advertising spends. For instance, a bigger brand has to do billions of dollars’ worth of ads. It is for this reason that they tend to get airtime and creative services at a cheaper rate compared to a startup that may have a budget of a few million dollars.

Cutting Down Ad Expenses
Several companies have tried to cut down ad expenses when the brand becomes mature. This strategy is often called milking the brand. This strategy takes advantage of a brand when it is at its peak. As a result, sales are generated without corresponding ad expenses and the company makes huge profits for a short time. However, over time the sales start declining.

Many companies believe in the brand life cycle theory. They believe that the sales of a brand will inevitably decline. Hence, they try to make the most money when the brand is at its peak. This cut in ad spending turns out to be a self-fulfilling prophecy and inevitably leads to the decline.

he Rise of Digital Lynch Mobs and What They Mean for Businesses in Our 24/7 World

What are Digital Lynch Mobs, the Harm They Can Do, and Their Impact on Businesses
Among the many manifestations of our Social Media driven 24/7 world is the emergence of what are known as Digital Lynch Mobs which are mainly comprised of online users who come and band together to both endorse or attack brands and businesses, often on flimsy grounds, when they feel offended by religious, ethnic, and racial aspects that they feel are being promoted by the brand or business.

Indeed, in recent months, there have been several instances of businesses and brands being boycotted, their products and order cancelled and even physical and brick and mortar offices and stores attacked in response to the calls given by Twitterati and Facebook users against them.

While the notorious cancel culture has been with us for some time now, what is worrying are the Digital Lynch Mobs that arise spontaneously through Trending Twitter Hash tags and then, make their disapproval viral within no time.

This presents a challenge for businesses as they have to either respond in real time or lose out on sales and worse, their very existence as entities due to the pervasive nature of such trends.

How Businesses Can Respond and Protect Themselves in Real Time and on a 24/7 Basis
So, how do brands and businesses respond to the growing menace of Digital Lynch Mobs? While there are no easy and simple answers to how they can respond to events happening in real time and with short or absolutely no notice, there are some ways in which they can take precautions against being attacked by these Online Swarms of Users.

For instance, they can either stand firm on their values, though at the risk of losing business, or cave in after some time when the full impact of the Digital Lynch Mobs is ebbing or at the same time, at its peak.

In other words, they can either let the Storm in the Twitter Storm pass or choose to react in the Heat of the Moment. Either way, the implication is that they and their staff must be constantly on their toes to watch out for the Digital Lynch Mobs.

This means that they must have dedicated Social Media Response Teams that are always on the lookout for any Trending Hash Tags that can create trouble for them.

This requires Agility, Flexibility, and Speed on part of the businesses as they have to continuously monitor social media in real time.

Why Digital Due Diligence Can Help Businesses against the Barbarism of Online Swarms
Having said that, there are other precautions that businesses can take to ensure that they stay clear of the Digital Lynch Mobs or respond once they are the targets.

For instance, there is something known as Digital Due Diligence that they can do before deciding on advertisements and product launches in addition to signing celebrities who would endorse their brands.

In other words, they can evaluate whether their ads and launches are making political and religious statements and then decide whether the risk is worth taking.

On the other hand, businesses cannot stay away from the events happening around them and so, they must also take a stand against this new Online Barbarism.

Either way, it is their Due Diligence and Response that gauges whether they have been successful in defending their businesses.

Of course, this is easier said than done as there is no guarantee that the Twitterati or Facebook communities and groups would not take offense to even bland and non controversial messaging by the businesses.

Therefore, they must remember that the Medium is the Message and hence, take steps that depend on how well they leverage Social Media and ensure that the Appropriate Messaging is done accordingly.

How Big Tech Firms and Governments Have a Role to Play in Reining in Online Mobs
On the other hand, Social Media firms and the Governments worldwide have a role to play as far as reining in the Digital Lynch Mobs is concerned.

For instance, Facebook and Twitter must act in real time for offensive Tweets and Posts so that the businesses are not at the receiving end of the Digital Mob Fury.

Moreover, there is every chance that the situation might go out of control leading to physical harm as well.

This is the reason why governments too must come out with guidelines on how Social Media firms ought to take steps to control the Raging Fury of Online Users.

In addition, this is one of the harsh lessons of our Digital Age wherein the internet has grown to a point where it has become unwieldy and uncontrollable.

Apart from this, there is the added dimension of the Power of Memes and the Viral Nature of the Medium that makes it hard to regulate such Digital Lynch Mobs.

Of course, in recent weeks, both Facebook and Twitter have begun to act firmly as can be seen from the way in which banned Donald Trump from using their platforms after the Jan 6th Insurrection against Legislators.

Conclusion
Last, Cancel Culture is another manifestation of these Digital Lynch Mobs that can result in entire businesses going bankrupt within no time.

Therefore, it is our suggestion to businesses that they be Alert and Awake at the Wheel in a real time and 24/7 basis so that they are ahead of the curve.

While the threat posed by Digital Lynch Mobs is not going away anytime soon, there are some consequences of inaction.

Moreover, they must lobby the governments to regulate Big Tech before it is too late. To conclude, Digital Lynch Mobs are real and hence, responses needed accordingly.

24/11/2022

Advertising Myths - Ifs and Buts of the Advertising Industry

Advertising is considered as the best tool to make people aware of the product a company wants to sell. This is the best way to communicate with the audience and to inform them about the product but with a proper media selection and of course timing. But there are some myths which have been creating problems in the path of successful advertising. We have tried to clarify some misinterpretations about the ifs and buts of the advertising industry.

Advertising Myths
Advertising works only for some business
Wrong. Advertising works for each and every company or business it only it is executed properly. But due to bad advertising, many ad campaigns fail to work in desired way and the people think that advertisements are not their cup of tea. They must understand one simple rule of advertising - it should be for right people at right time through right medium on right place.

Advertising is only needed when business is slow
Wrong. Who said that the big and successful brands don’t advertise their products? Advertising is a continuous process with some renovations whenever needed. But, yes, when the business really is going slow or at its low, the advertising will have to be heavy and more in number. This will help the product to improve its market value and make people aware of the product.

If the product is not selling, advertise it
This is just not true. Just think about it. If you are selling a product which is not at all in vogue, and no one is using it, how will it get clear from the shelf. You need to understand the need of customers and then sell the product. Advertise doesn’t mean selling anything you want but it means selling what customers wants.

Advertise creates needs
No. The people already had cassettes to play and listen to music they liked when they didn’t have the option of CDs. It is technology which came in, and it was only then CDs were advertised and sold. Advertise only replaces the old things with new, it doesn’t creates needs.

Advertise effects persist for decades
It’s the quality of the product which persists. Advertise no doubt helps increasing sales of the product and stays in memory of the people, but minds are captured by the product itself.

Humuor in ads
Sometimes humour gets in the way of delivering message properly to the consumers but not every time it creates problems. Many of the times it helps people to remember the ad and the product and helps creating a positive attitude towards the advertise.

S*x sells
Not always. Some advertisers use s*x for just increasing the sales and forget that the product doesn’t need this type of ad at all. Remember once models Milind Soman and Madhu Sapre posed naked for a shoe brand. It was really irrelevant.

Creativity is the most important factor
The ad should be no doubt creative enough to attract consumers but it not the only selling factor. There has to be good message to deliver, best media selection, and best quality of the product to make the product and ad both successful.

Advertising costs so much
Advertise needs money but one has to also consider the results in forms of increased sales, increased reputation in industry, recognition for product and also increased market value of product which advertisements brings along. Lets consider advertising as investment and not expense.

Thus these are the most common myths of the ad industry which are working as hurdles in the way of bright future of advertisers and advertising and we need to overcome these hurdles and rise.

Future of Advertising

Advertising is still all about the ‘ifs and buts of a product’, presented in a glowing rainbow like picture trying to attract consumers — but what is the future of advertising in coming years?

Lets go way back when the idea of advertising a product was regarded as some kind of a big deal. Then the advertisements were very limited, and it took lots and lots of efforts to make a single advertisement. And the customers then, had no option other than watching those advertisements.

Now, time has changed. Since last 20 years or lets just consider last 10 years, there has been a dramatic change in the world of advertisement. And this will not have a stopage in coming years.

The change doesn’t mean that the advertising agencies will all be shut down and firms will take over. It just means that the existing advertising agencies will have to experience a change in the industry and within. They will be redefined and reinvented so that they can survive in the years ahead. The agencies which gave their number of years to this industry will also change for good, be capable to cope up with new challenges, new competition and new attitudes of the consumers.

Once a article was written on change in advertising in 1992 and the title then also suits now, it said - Advertising Age : Change or Die and very well said. To understand what is going to change and what will remain the same should be on the top of the list of the advertisers.

Now is the beginning of the digital era. The agencies had a system of having some few creative people who used to come with ideas for ads. That was the time when giving an ad in radio and television was very expensive. But now no one minds actually about the cost for such ads because consumers are responding well.

But now and onwards, internet and technology has taken a front seat. Lets talk about the mass media. Today every tv serial, all movies running in theatres and all breaks in the radio channels have fillers called ads. But in the coming years, the ads can be shown to the consumers only if they want to see and not because the advertiser want them to see it.

The cost of using internet and digital gadgets is everyday dropping down so the customers don’t mind spending on these things other that fooling themselves with the colorful advertisements. The future will be in favour of the advertisers and advertisements but only at the cost of proper management and proper use of digital technologies and internet.

The Bond
Nowdays, no one trusts the ad industry because there is no transparency. The ethics are not being the part of ads anymore. In coming years, the bond of trust has to be again rebuilt between the consumers and the advertisers. The advertisers will have to work hard to gain the confidence of the customers.

More Creativity
The creative people of the agencies should not limit their creativity by only working with the old style menu. This is the time to explore with help of internet and digital tools.

Differentiated Products
The advertisers should launch a product which will be completely different but excellent to use. Then only the voice will be heard.

Attract Talent
More and more quality people should be hired today who will be leaders for tomorrow. They will be the people who will lead the industry in the future with the best quality being coping up will everything. Better HR practices should also be appointed.

These are some points which may help advertisers to survive and survive in a better way in the future. The people who will not change can just not stay in this new industry.

News Based Advertising: Ethical or Not!

Maybe you read the article that was shared on Facebook that said “10 best places to visit this summer” and maybe that article ended up influencing your choice for summer vacation destination. You may have thought that this article was written by a user or a travel enthusiast that wanted to share their experience.

In the worst case you may have thought that this article was written by a news reporter? What if I told you that this article is a part of a disturbing trend called “news based advertising” wherein corporations sponsor content that is shared with users and intended to influence their decisions. In this article we will understand more about news based advertising as well as the ethical implications that impact the issue.

The Rise of News Based Advertising
Online advertising has reached a saturation point. The situation is so severe that the pay per click model is almost irrelevant. Less than 0.2% of people that view an online advertisement actually click it. Therefore, there is a serious lack of trust between consumers that view online advertisements and companies that sponsor them. This is leading to big budgets earmarked for online advertisements going down the drain.

This sparked off a new trend. Companies like Buzzfeed have come into existence and have brought along the news based advertising model. Consumers tend to engage a lot more with such content. Not only do they read the content avidly, but they also share the content on social media giving it their stamp of approval. The method has become so effective that traditional media companies like Time Inc have also created special teams to meet the demands of their clients. Corporate behemoths like General Electric and Chevron have also been known to extensively use news based advertisements.

What is News Based Advertising ?
The simplest definition of news based advertising is that news articles actually do the work of advertisements. An advertisement is camouflaged as a news article. For instance if a company wanted to promote a brand of cereal as a healthy breakfast option, they would get an article written with the title “ 5 healthy breakfast options” wherein they would list 4 other options which are already accepted by the public and then add their brand to the list as well.

Media houses like Buzzfeed and ScoopWhoop are required to disclose that these articles are sponsored by corporations. However, the disclosure happens in a form that is not obvious and difficult to find. Hence, the law is followed in letter but not is spirit.

The Principle of Separation of News and Advertisements
Media houses have always been required to ensure that the revenue that they generate from advertisements does not impact their news reporting. News is an important part of the social fabric and it is important that the news is not polluted via corporate interests. Media houses are therefore believed to have a basic responsibility that they clearly mark their advertisements as advertisements. This will enable the user to determine what content has been genuinely reported and what content has been sponsored and therefore might have ulterior motives.

Why Editorial Independence is Important for Society ?
The trend of news based advertising is disturbing to say the least. This is because news based advertisements misuse the trust of the consumers. This is trickery to say the least. It is not long before consumers realize this and this trust gets shattered. Media houses may have to most to lose.

Consider for instance, if Volkswagen has an extremely cozy relationship with media houses. Then it can influence news reports on how its carbon emission negligence is reported! The society needs to know the full extent of negligence that has been committed by a profit mongering corporation but the same may be prevented or misdirected by news reporters because of their financial dependence on such firms.

This is one of those situations where the interests of business and the interests of society are clearly at conflict with one another. Society deserves to have an unbiased and uninfluenced reporting of the events around them. News based advertising is a deterrent to this independence. As mainstream companies are joining this trend, the future looks dangerously unstable and bleak!

Why Editorial Independence is Difficult to Protect ?
Editorial independence is difficult to protect because consumers have started expecting free stuff. Well nothing in life is free. Media houses incur production and editorial expenses that consumers are unwilling to pay. On the other hand, corporations are more than happy to pay for such expenses if media houses mix advertisements with regular news articles.

This has put pressure on all media houses. The ones that are indulging in this seemingly unethical practice are reaping financial rewards. This has made them the darling of investors on stock exchanged. The companies that still choose to be ethical are facing grim financial situations. They face the danger of hostile takeovers from other companies.

As a result, pretty much every media house is on board with news based advertising. Some are using their own brand to do so whereas others are more careful and have created subsidiaries to detach themselves from this questionable practice.

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