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Games people play?

A powerful fantasy gaming platform is under scrutiny for orchestrating lobbying efforts by circulating fake letters in the letterhead of a gaming companies' association. This move aims to push their own agenda, making it appear as the industry's stance. The timing coincides with the upcoming GST Council meeting on August 2, where draft rules on taxing online gaming, casinos, and horse racing will be finalized. Executives worry, saying such deceptive tactics raise concerns about industry ethics and the need for transparency in decision-making.

Types of clients at shoots

Ad shoots are always a tense and intense time for people on sets. It is, typically, always made worse when there’s a client on set. There are many kinds of clients at shoots - meddlers and micromanagers, clueless control freaks and celebrity chasers, eager and meagre ones. One ad woman looks back not so fondly to the days when clients would come to shoots and stay all day when they knew celebrities would be around. Not much has changed though. When there’s a celebrity on shoot expect star-struck clients to arrive bright and early, selfie stick and family in tow. But, as the executive remembers, that’s better than the client who came to a shoot for a pain relief product and proceeded to rub the ointment on the saree-clad model’s bare back because he wanted to show the male model how it’s done. Now that’s a type of client all ad shoots could do without. 

Not my flick

A recent meeting of top stakeholders from a hot sector with government officials left many scratching their heads. We hear that the authorities were not at all pleased with the explicit nature of some content aired on streamers. But certain stakeholders were confused as authorities repeatedly mentioned just one show and it didn’t belong to any of the desi platforms. Any guesses whose show it was? 

You had me at Hello… and lunch

We all know advertising is a personality driven business. Big names and personal brands who have the power to make or break an agency’s fortunes. These men and some women have the power to swing even a losing pitch. A couple of rival agency heads can’t help but crib about the fact that certain clients tell them they have a strong chance to win a pitch and then there are two men who can just swoop in and take it all. For these creative czars, all it takes is a lunch with a client to retain or win the pitch. Wine, dine and win, while the rest are left eating grapes. We hope they aren’t too sour though. 

No Ed-Tech meltdown?

A leading agency’s senior business head says that while most top startups in the education space are fire-fighting at the moment, there are plenty others that aren’t flushed with funds and have the potential for bringing credibility into the category. We hear his agency is speaking to several such institutions and is learning from their past mistakes of working with a celebrated unicorn from this sector. 

These sneakers were made for talkin’...

And that's just what they'll do. A startup founder was getting a lot of attention from aspiring entrepreneurs at a recent event not just for his successful business but also for his personal style. While many newbies were trying to get his attention to pitch their startup idea, many just can't help but admire his shiny white luxury shoes and compliment his choice. The co-founder of a popular OTA platform was seen sporting self-embossed Louis Vuitton sneakers that retail for a few lakhs and being a sneakerhead the startup CXO has to get his hand on it. Sneaker fever has well and truly taken over the entrepreneur circle as well.

Storyboard18 Insider: Gaming the system, clients at shoots, founder’s luxury sneakers, creative czars’ luncheons

No Doglapan 

While many startup founders are busy building personal brands through either podcasting, content creation or appearing on TV reality show, this co-founder of an online travel agency (OTA) prefers to stay out of the virtual world. His argument is one cannot have 'money, power and fame' all at the same time. He rather ditch fame for money and power. He also exemplifies how a co-founder of a fintech platform was ousted from the company  because the executive, who was also a Shark Tank judge, became too popular on social media so much so that it added to his troubles. While others build virtual clout, this founder rather enjoy riches built from his online business in the offline world. Many would say wise decision as fame often comes with a cost.

Money, Money, Money, very funny…

Clients are approaching a few hot creative shops with an open mind. An open mind about ideas and commercials. Insiders tell Storyboad18 an agency that’s shining through in the awards circle and another production house that’s ruling the viral campaign chats no longer have to worry about their commercials being approved. Their track record, talent, and distribution channels are enough for clients to on-board them. Even in this economic climate, it seems that clients don’t mind spending on ideas that work and get famous. So is that one less excuse for some mainline agencies? 

Performance Pressure

A top creative agency is putting all its senior management together to draw a concrete business plan for H2. This agency hasn’t been in the spotlight for a while now. Insiders tell us they are keeping a low profile to fix their business problems and not go on a PR overdrive like they used to. Looks like agencies are taking performance pressure seriously more than ever before.

Storyboard18 Insider: A startup founder dislikes social media; an agency under performance pressure; and more

Cooling period 

The richest cricket board in the world was in the fix hunting for sponsors as its current sponsor, a trouble-ridden edtech firm is on its way out. Flushed with funds, a fantasy sports platform came to its rescue as the only serious contender in the race, with only two other companies showing interest by picking up the tender document. It was a close save. Industry insiders believe that it is basically an indication of a hot market cooling. With investor money drying up, lesser and lesser number of ‘couldn’t-care-less’ tech, gaming and fintech startups are now staying away from high value properties.

No Cannes do 

Indian adwallahs try everything to get a ticket to Cannes to attend the festival, not the film one but it’s other cousin, the Lions. They go through budget hoops and find loops and ways to get themselves, their key team members and a smattering of worthy juniors, to the French Riviera every year. But there was one agency executive who wasn’t too keen to swirl Rose with the global ad crowd at all. So, while this adman’s boss, a constant and regular at Cannes, attended the festival, the said adman preferred to be hundreds of miles away in an Asian paradise. We wonder why. 

Cannes Do Better 

An award-winning creative director who has broken records at international advertising festivals over the years wasn’t at all impressed with the work from India this year. He called the campaigns ‘uninspiring’. The adman also felt that causevertising is formulaic. We wonder if this is genuine critique or a case of sour grapes. But hey, when life gives you grapes, you know what to make.

Storyboard18 Insider: Startups' cooling period; uninspiring ideas from Cannes Lions; and more

Bon appetit

Folks in advertising have always been good at multitasking. Not work but jobs. Adwallahs moonlighted well before the term became super popular in post-Covid times. Back in the day, many advertising professionals worked in theatre, music and other arts. But a digital age calls for more digital pursuits outside of work. We hear a certain famous foodie in adland who is known for his tweet-takes on everyday food like chai, paratha and whatnot, has got offers to do some food-influencing. It seems he hasn’t taken any up yet, but who knows. 

Raise the bar 

We heard that at an advertising industry festival there are two tiers when it comes to bars. One is the single malt crowd - suits and senior executives who get to partake in expensive tipple, the single-malt kind. And then there’s everyone else - the Kingfisher crowd. But one creative chief rues this beverage class system, adding that he’d rather take a bottle or five of the good stuff and share it with the younger ones. The adman has a point. He says he meets the suit-kind all the time. So then why not take the chance to mix it up. A cocktail anyone? 

Mad men to bored men

An agency head heard the playlist playing at an advertising event recently and wondered if the festival plans to move to Delhi next year! Make what you will of that. Meanwhile, another agency head, who showed solidarity by sending entries for the marquee award show this year, said his idea of an advertising summit is not listening to ex-cricketers and actors. But others seem to disagree with him given the dragged out sessions with industry stakeholders that had nothing new or particularly illuminating to impart. Going from Mad Men to Bore Men? 

High hopes? 

The whole of global advertising will be descending on the South of France next week for the Cannes Lions Festival of Creativity. There’s already buzz in the Indian contingent about a couple of entries and their world-class case studies to be presented to juries. Indian agencies have come a long way from rudimentary case studies to presentations that are now made by specialists here and abroad. An entire cottage industry has emerged within advertising with specialists whose only job is to create Cannes-worthy cases for campaigns so global judges are impressed. But at the end of the day, as one adman says, it’s who bats (and who doesn’t) for you in the judging room. And that needs some good old lobbying.

Storyboard18 Insider: Adland's food influencer, cottage industry of Cannes Lions, and more

Building comradery

A new chief of a major ad network is meeting chiefs of rival networks. We hear this gentleman has big plans to revamp the agency and is meeting fellow senior management and executives to sound off his ideas. This is an unusual but refreshing change. He has been given constructive feedback by his industry well-wishers. In an industry, where egos are bigger than the business itself, this kind of culture is a reflection of new times. 

Brand ambassador woes 

This global Indian brand and its founders are shining beacons of Indian grit, brains, simplicity and success. But recently, it seems, netizens are pointing to the many holes in that narrative that have been exposed. In today’s age, the personal brands of founders, CEOs and management, can have a huge impact on the company, its standing and its plans. We hear that this firm that’s been in the eye of a storm had to postpone a major announcement. It’s unclear whether that is due to the undesirable attention it's getting or some other external factors.

The good tough client 

A CMO of a large brand seems to be calm and composed on social media. However, we hear he is tough with his agency, in a good way. An industry mole tells us, this CMO who has been working very closely with an award winning agency for years, micromanages everything. That’s because he wants perfection and nothing else. The work on the brand is intense and the mood he sets up is equally intense during the meetings. The agency doesn’t mind it because he is the one that’s keeping them on their toes.

Effectiveness of effectiveness

The awards season is in full swing. We hear this year a bunch of agencies are betting big on categories that focus on creative effectiveness more than ever before. Looks like there are two major reasons for it. One, large global brands are pushing for long-term campaigns and brands are using this as an opportunity to measure their effectiveness through awards. Two, a few agencies that have tight budgets are just focusing on betting big on the effectiveness of effectiveness. #IYKYK.

Storyboard18 Insider: Friendly rivals, tough-love from a client, season of effectiveness in awards

Influencer scandal

A top influencer allegedly accepted a whopping Rs 40 lakh from an insurance brand just before their IPO launch in late 2021. However, things took a turn when SEBI sensed foul play and put the influencer under scrutiny. While the matter is being kept under wraps (at least by platforms) because the influencer is a popular face, if found guilty, the finfluencer could face serious consequences. 

Fighting fit? 

A fitness brand, which specializes in group classes and boasts celebrity stakeholders, is currently facing a financial crisis. In a bid to address the situation, the company is sending messages to members about closing down centres. They are also asking trainers to resign on questionable grounds. The cost cutting exercise, however, is restricted to talent and infrastructure only it seems. The brand, it seems, has not cut marketing costs and has recently launched a new campaign. 

Talent ta-ta no more 

Two new age brands are offering ESOPs to attract and retain talent. Both these brands are from different categories but are thinking of their employee branding similarly at a time when tech-based companies are struggling to gain trust, especially of employees. We hear mid-level executives of the companies are excited about this benefit and are now thinking of sticking around. 

Dented reputation 

An award winning creative director, who recently moved on from a creative agency, is being approached by several other rival companies. Rumors are that a network that’s been in news for a long-standing people crisis is trying hard to get the creative on board. However, ad insiders suggest it might not be the best fit at this point given the huge task of turning around the troubled firm’s fortunes. 

Mind your language

Even legendary creative men need a little help now and then. We hear that this legend enlisted a retired creative chief in a consultant's capacity to work on English language copy given the latter's proficiency and grasp of the language. Back in the day adland was divided into English and Hindi copywriters. Of course times have changed with the rise of nuanced, localised advertising in regional languages. We wonder how many language and culture experts and not mere translators are there in agencies today.

Storyboard18 Insider: Influencer scandal; a fitness brand loses muscle; rescuing talent

From whispers in agency corridors and pitch-room chatter to what's buzzing on clients' side, we've got the overheard and untold stories of the advertising industry and its people.

Credit struggles

Two legacy agency brands from a global company are debating and quarrelling over their credit sharing systems. It’s not the first time we have heard of this happening. Our ad moles tell us one of the agencies often gets aggressive in its strategies and ways to appear in credit lists especially during award seasons. Insiders tell us everyone in the industry knows their contribution but looks like egos are rubbing off wrongly creating some internal sparks. We wonder though if they all could use a little dose of generosity.

Influencer keeps influencing

The team of this social media influencer, who was recently called out for promoting a scam, is in PR overdrive trying to get positive media coverage. The influencer has recently announced the launch of a tech-platform that can help develop monetisation opportunities for content creators. The buzz is that the influencer was worried about the launch of the entrepreneurial venture being so closely placed to the controversy. His team had to delay the announcement and play it safe. Now that dust is slowly settling down, the influencer is trying to get positive media coverage to keep his entrepreneurial venture afloat in testing times. 

Greener pastures

The global advertising agency that has recently got a new South Asia CEO is undergoing a lot of new changes under the new boss. The critical post, which was filled after over a year, has already led to a senior C-suite executive leaving the agency. Many in the agency rue that the top boss who comes with no experience from the agency business can negatively impact the understanding of the delicate nuances of the business. Some executives are already looking out for greener pastures since the agency has been dealing with multiple issues including senior level exits, leadership vacuum, loss of big accounts and a rather complex agency structure which is too strenuous to run.

Storyboard18 Insider: Credit struggles, an influencer's smart marketing move, people crisis at an agency

From whispers in agency corridors and pitch-room chatter to what's buzzing on clients' side, we've got the overheard and untold stories of the advertising industry and its people.


A lot can happen in a year


Recently, a senior marketer was stunned during a pitch meeting for a high decibel sporting property. The reason for his astonishment was the deck that was presented and the full u-turn in it from singing hosannas of the digital medium as the present and future of consumption to now shouting praises of the TV medium to deliver entertainment and engagement for the full family. The startling change in tune prompted the marketer to ask about the before and after pitch presentation deck. In reply all that the executives could do was awkwardly laugh. Clearly, this 'hum saath saath' family TV viewing pitch didn't go down as well as they intended.

 
One leg horse?


Legacy ad agencies are in trouble. They are facing threats from their inability to keep up with the fast pace of change, inability to attract the best talent, losing their best talent, legacy baggage, big egos keeping others from growing, clients' in-house agencies which are attracting GenZers. These younguns who have no inclination to play and work by outdated rules and suffer egos. Agencies are also facing threats from their own people who have left to start their own creative ventures. A CMO was ruing the slow but steady demise of the big ad agency, pointing towards one in particular that has dwindled to a shadow of its former self in a Southern market; while its main office and one particular big client keep its image as a creative powerhouse intact. 


Khane mein kya hai?


A Mumbai-based food caterer is in high demand. We hear a few celebrities are throwing tantrums to get said caterer on board while they are on ad shoots. It seems it's not just the celebrities who like the fare that this caterer dishes up. Their teams, too, are fans. Given his soaring popularity the South Indian caterer has also increased his rates. Typically, production houses have tie-ups with their own set of vendors. However, adwallahs tell us this caterer likes to deal with the client directly.

Cinderella’s tantrum

Every ad person will have a celeb-on-shoot story. It’s the only thing that beats a client-on-shoot tale. Not so long ago, a celebrity created a ruckus during an ad shoot of a personal care brand that got everyone shaking their heads. The said celeb who’s connected to a former Indian beauty Queen who is now world-renowned, fell in love with the shoes that she wore in the film and said she plans to keep it for herself. The brand team had to return it because the costumes were hired from a designer. The celebrity didn’t budge. Insiders tell us that the marketing team of the brand went late at night to look for a similar pair of shoes and requested a high-end store to open its shutters. The brand team reached the sets on time because we heard she happily wore them and flew to another country right after. These not-so-Aam shoes must be something indeed.

Storyboard18 Insider: A legacy agency's fate, a dramatic u-turn, celebrity tantrums and a popular caterer

From whispers in agency corridors and pitch-room chatter to what's buzzing on clients' side, we've got the overheard and untold stories of the advertising industry and its people.

An unexpected crash

Turmoil continues at a home-grown social platform. There have been senior exits for a few months. Now, we hear that the multi-deals they made with brands are also being withdrawn. There are also rumours that a few senior executives from the company allegedly indulged in kickbacks. Does this story sound familiar to the deterioration of a major ad network? Oops! Did we spill too many beans?

Problem of plenty

Senior marketers and researchers are joining advertising agencies. We hear that many senior marketers from slow-growing categories are aggressively looking at joining agencies in advisory roles and CXO levels. There are also new agency CXOs who have come from different sides of the business. Most of these appointments are happening based on old friendships, is what we hear. However, we wonder what agencies will do with so many CXOs. As they say, too many cooks...

An unusual trade

Rumours are that a fintech player asked an ad network, that they are closely associated with, for an interesting deal. The deal, we hear, is to invest on the platform and bring in a certain percentage of advertising revenue for the fintech. The ad network didn’t commit to any such request. Taking advantage of the situation, a rival ad network has sealed the deal, said an insider. Business shuffles happen often in the advertising business. However, it looks like these days certain marketers have too many requests beyond the usual performance indicators.

Kaun banega celebrity?

Corporate head honchos and startup founders have all sorts of ambitions these days. They are reality TV stars, creators, celebrity authors and influencers on social media, devoting more and more time to cultivate their personal brands. Or, to be precise, now paying agencies to build their personal brands and create inspirational content. We hear one CXO even fancies himself a Steve Jobs of his industry (in this case, auto). Another has proclaimed he is not a celebrity founder and has no such ambitions, in a recent interview, but his close associates tend to disagree. They tell us there are divas in every industry. The latter used his skills of persuasion and clout to bring a particular creative to work on his campaign and, despite the reluctance of the team, they did.

Memes over portfolio

The times they are a-changin'. There was a time when portfolio was the most sacred thing in an agency professional's arsenal, embodying an amalgamation of all the work and ideas that are still to see the light of day. But now things are a bit different, for some at least. A senior creative chief of a global network agency no longer asks for portfolios from candidates he meets during recruitment meetings. Instead, he has intense conversations about trends, LinkedIn posts, memes and we're told, cryptocurrencies. They tell us the adman does this to gauge the realness of candidates as agency folks are looking to hire young people who have points of view about everything and anything. But we can't help but wonder if the said adman also wants to be in with the crowd and crypto kings.

Is newness bad news?

There are rumours that a legacy ad agency has plans of shutting one of its regional offices. It was one of the most active markets for the agency until a few years ago, and the hub had a solid team that stuck together through thick and thin. Since the coming of a fairly new CEO, the agency is moving towards a completely different direction and some long-term employees are not able to connect with all the newness. If true, this is the end of an era.

Note to readers: Chances are you love a juicy story as much as we hacks do and you might have one to share. So write to us at Storyboard18@nw18.com.

Storyboard18 Insider:  Memes over portfolio, an over-the-top founder celebrity and an unusual trade

From whispers in agency corridors and pitch-room chatter to what's buzzing on clients' side, we've got the overheard and untold stories of the advertising industry and its people.

The OTT creative director

An award-winning creative director is reading a lot about cryptos, sneakers, and gaming. We also hear that he is upskilling himself and making his Instagram feed picture perfect. In a recent closed-door meeting, the creative director said it out aloud that he is not only trying to stay connected with his younger colleagues but also trying to stay relevant, to keep his job safe. This over-the-top creative honcho is picking up lingo that he thinks Gen Z adlanders understand, but what he is getting in return are facepalm emojis.

All hands on deck

The chief of a digital hot shop thinks his team and he need to be aggressive with their creative showcase. The agency has been pumping out impressive work, but the founder thinks his team can do better. He has been giving his teams new projects and responsibilities. He is also hiring senior resources, not only from mainline ad agencies but has also got former marketing professionals join his force. We hear that he is investing heavily in human resources and want all hands-on deck all the time. We must say, that's a clear trait of an overachiever.

Insecure clientele

A bunch of advertisers are working with specialised digital agencies with one specific task - to create something that will go viral. However, they are keeping the identity of these agencies under wraps. To the extent of telling these agencies to not share the campaigns on the agency site or on social media. We hear that clients who have got recent success with viral ideas are getting insecure and don't want competition to know their creative secrets. Moreover, we hear that these clients are not even letting their other agency partners know about this arrangement. It is secret sauce indeed.

Fishing for ideas

Not so long ago a legacy agency had called out a brand for using their pitched idea without consent. We hear that after that episode, the agency has slowed down on pitching new businesses and is asking for a fee for every idea. According to an agency insider, several brand managers are approaching them at this time of the year for fishing ideas. "Annual budgets need to be exhausted before the new financial year starts. They want quick and cheap ideas. We are not falling for these tactics," the insider tells us. Once bitten twice shy!

Awards season jabs 

A few hot creative shops are staying away from popular Indian award shows. Some are saving up for the Oscars of advertising, the Cannes Lions, and other upcoming global shows. Others have no interest in the awards game. Period. Their benchmarks are just different. A senior creative director, who has worked on recent popular campaigns, says, "To be fair, it's not cool to be judged by professionals who have done mediocre work." Ouch! That's bound to hurt many egos.

Note to the Readers: Chances are you love a juicy story as much as we hacks do and you might have one to share. Please share the story in an email to Storyboard18@nw18.com

STORYBOARD18 INSIDER