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| THE ORIGINAL? Penalty Running Shoes – 2011 “The more you run, the shorter the distance” Source : Ad Forum, Cannes Lions BRONZE Agency : Havas Z+ Sao Paulo (Brazil) |
LESS ORIGINAL Kentoya Fitness Club – 2020 Click on the image to enlarge Source : Lüerzer’s International Archive Agency : VCCP Prague (Czech Republic) |
Slowly but surely, television ads are being bought and sold digitally, with some of the biggest brands from the consumer electronics industry making their way into ad tech. Samsung Ads is now selling its inventory programmatically through a deal with SpotX in a tie-up that lets advertisers access media on more than 50 million of…
The International Academy of Digital Arts & Sciences revealed the winners of the 24th Annual Webby Awards Tuesday. Comedian Patton Oswalt will host the internet celebration, dubbed WFH: Webbys from Home, at 3 p.m. ET Tuesday, and the winners’ five-word acceptance speeches will be available on the Webby Awards site. The in-person ceremony was originally…
Google Preferred is no longer preferred by Google. Starting with this year’s upfront, the company is giving advertisers a new way to reach consumers of its most popular videos in the United States and around the world: YouTube Select. The new product, announced today by YouTube, also includes connected TV usage for the first time….
Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. French Grocer’s New Spot Offers Helpful Tip for US Marketers:…
With the new Vito from Mercedes-Benz Vans any job can be a great job.
People listen to the radio instead of Spotify in their cars, since the road isn’t the best place for mobile discovery. So to enhance the driving experience, Spotify will release car air fresheners, inspired by its top artists and podcasts, that use Spotify Codes to unlock secret playlists.???????
We all have people in our lives who bring us joy—through small gestures or selfless acts. Share the stories of those bringing joy to your community using #joygivers and Lay’s will donate $50 to Feeding America for every post. Up to $1 million.
People affected by heart and circulatory conditions can’t get coronavirus off their minds.
ALDI has launched a new campaign to reassure the nation their low prices aren’t going anywhere.
In a minimalistic yet clever new tv commercial, IKEA and DDB Brussels announce the arrival of the summer collection. While you enjoy the iconic opening notes of Otis Redding’s My Girl, the sun slowly rises for the new day to begin. After a couple of seconds, the blue background and the yellow rising sun appear to be something else: the well-known IKEA logo. If this cheerful commercial doesn’t make you look forward to summer, we don’t know what will.
“We started YUWEUS almost a year and a half ago as a new-age brand communication ideas agency. Why new-age? Well, we approach work with a modern-world ideology – we believe in the power of collaboration and we focus on sharp, efficacious solutions.“
“We have tried to step beyond the regular and craft solutions that are creatively innovative and razor-sharp. So, when Rotary International briefed us on spreading Thalassemia awareness, we achieved it through a 5500 km India Long Drive. When East India Pharma wanted to connect with people during the festive season, we created a film series of 6 quirky #NonstopPetPuja Tales that was viewed by 2.25 lakh people online. And when a Durga Puja committee in Kolkata desired to garner higher eyeballs than its most popular neighbour, we brought in pundits from Banaras to perform live Ganga Aarti and create the ultimate show-stopper for every pandal-hopper.“
What made you start YUWEUS?
A) We were tired of the regular.
B) We saw the potential of converting businesses into brands.
C) We sensed the need of new-age brand communication models. It might come to you as a surprise but Kolkata, where we are, is a thriving hub of entrepreneurship. There is an A-list of homegrown companies doing great business, but unfortunately that’s where they have stagnated. They have never considered taking the brand building approach. With us having connections in various business houses and with over 2 decades on individual experience in brand communication, we have set a vision to apply new-age models, including tech integration, to sprout brands out of businesses.
Tell us about your team. How did you all come together?
What YUWEUS has put together today is a group of seasoned advertising, marketing and brand development experts, working in concord to deliver disruptively disproportionate results. The team is led by the co-founders of the agency – Sanjeev Dassani and Aanton Mookherjee. Although being from the same school, Sanjeev and Aanton first met during their stint at RK Swamy BBDO, where this copy-art duo won a number of awards together. While Sanjeev went on to lead the agency’s creative team in Eastern India for over a decade and grew as a strong national resource for RKS BBDO, Aanton moved on to the ABP Group’s strategic business development team ABP ONE and later to a digital startup by the group. We know him more as the guy who conceptualized the award-winning Cadbury Mishti campaign and the co-founder of the world’s largest quizzing festival – Kolkata Quiz Festival (now Kolkata International Quiz Festival), as well as the recently launched ProQuizzin League, the first ever quiz sports league in the world. Others believed in Sanjeev and Aanton’s vision and it’s the reason why we have one of the most proficient brand communication forces in the city.
What does YUWEUS do which sets it apart?
The name reads YU-WE-US (you-we-us) and ‘coherence’ is the philosophy behind the way we approach our work. We don’t work for our clients, we work with them. We strongly believe – no one knows a business better than the one who lives with it. So, we interact with our clients, imbibe their understanding of the market and blend it with our expertise, to provide realistic solutions and create great communication ideas that work.
How would you define the work culture at YUWEUS?
Deadlines instead of working hours. Co-authority instead of authoritarianism. Excellence instead of options. Solutions instead of designs. Effectivity instead of 360.
Do you function like a traditional advertising agency? Or would you call yourself more of a branding agency?
We would call ourselves an ideas impact agency. The time of being traditional is over. Consumers are flirting with new mediums and methods. Being interactive is the call of the day for brands. Grabbing eyeballs isn’t enough, impact is the key. Our aim is to provide brands with smart ideas that not only surprise the consumers, but also create the required stickiness.
What do you feel about the state of brand building in India?
Most of the brands are still relying on visibility. Traditional mediums are still the premium ones. The power of technology is yet to be unearthed. The competition is not just from other brands, but also from the vast tsunami of content that is hitting the consumers every day. Simply put: a brand will grow if it is there where the consumer is ready to see it, and that too without forcing itself onto him or her. Period.
Were there any particular role models for you when you grew up? Who was the most influential personality on your career in Brand Building?
Sanjeev: It was not idolizing, but admiration – Piyush Pandey and Prasoon Joshi for their rare ability to bring simplicity into creativity. But what influenced me more was great work, instead of great names. No better way to learn brand building, than observing the journey of successful brands.
Aanton: Satyajit Ray. He understood people like no other, and created stuffs that have been relevant for decades.
Any other Indian ad agencies you admire?
Ogilvy. For their sheer consistency of fresh ideas. And some of the newer hotshots like Taproot, BBDO India and CreativeLand Asia. For their courage to swim against the tide.
What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option? Or Advertising and brand building?
The world needs great ideas. Whatever be one’s skill – art direction, graphic designing, copy writing or strategic thinking, the need is to employ it into creating impactful ideas that solve business needs of the clients. A good-working communication is always better than a good-looking one.
Who would your team like to take out for dinner?
Big clients. With loads of moolah. And with hunger for quality.
What’s on the company iPod?
We believe in individual choices. And iPods are so out-of-date.
Mac or PC?
PC. It’s all about comfort.
What’s your Twitter Handle? Instagram?
Twitter & Facebook: @yuweusindia
Linkedin & Instagram: @yuweus
This Mental Health Awareness Week remember to reach out and stay connected even beyond your inner circle. Because the ones not expecting your call could be the ones who need it most. Show a friend you’re thinking of them. Britain Get Talking.
Governor Cuomo called on all New Yorkers to submit videos on social media demonstrating the importance of wearing a mask in public. McCann Health responded, with their take on how to unite New York around this important public health measure.
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