According to Sunil Buch, chief business officer, Zeel, achieving 'consumer mindspace' is every marketer's ultimate goal.
Leading content company Zee Entertainment Enterprises Ltd (Zeel) has launched the first edition of 'Zee Mindspace Awards', a property which aims at recognising brands which have captured maximum 'Mindspace'. The awards ceremony will be held on August 27, 2016, at #ZEEMelt 2016 - India's biggest festival for creativity and innovation in marketing and communications.
According to Sunil Buch, chief business officer, Zeel, achieving 'consumer mindspace' is every marketer's ultimate goal. "The thought of extending our three-year-old brand intellectual property 'Zee Mindspace' also as an awards property, was based on this very essence. The marketing fraternity is an integral part of our overall business value chain and in today's digital era it is indeed a challenge for the marketers to arrive at the right marketing mix," he said, adding that the proof of the pudding is being present in the mindspace, which is the foundation of Zee Mindspace Awards.
Zeel has partnered with renowned market research company Nielsen to execute a nationwide research to identify brands which have created maximum impact on the minds of the consumers. While 'Top of Mind Recall' was the primary criteria to arrive at the winning brands, factors like popularity, advocacy, desire and buzz were also a part of the structured research methodology. Nielsen has targeted a sample size of over 12,000 audiences, covering key zones across the country. The winning brands will be awarded at the Zee Mindspace Awards 2016 in the presence of over 500 CMOs and stalwarts from the marketing and advertising industry.
Prashant Singh, managing director - South Asia, Nielsen, said, "Nielsen's research methodology is a brand assessment among consumers who have adopted new-age media in addition to traditional media and provides brand owners' insights into how brands are adapting to this fast-evolving space. More than 12,000 online surveys were conducted to evaluate 288 brands across 36 categories. The research was broken into multiple phases - from initial screening of brands to final rounds focusing on understanding what makes a brand resonate in the consumer's mind. The winners were identified after undertaking a rigorous process, based on top-of-mind recall, popularity, the kind of advocacy the brand commands, the desire to own the brand and finally the buzz it generates. Above all, it's the brand's ability to pop-up in mind at the first instance that holds maximum weightage."
#ZEEMelt 2016 will also witness the fourth edition of Zeel's brand intellectual property – 'Zee Mindspace Conference', which aims at bringing the marketing fraternity together to connect, discuss and explore new possibilities.
Among renowned speakers at the conference will be R Ray Wang, principal analyst, founder and chairman, Constellation Research; Vanessa Clifford, deputy chief executive, News Works; Tom Goodwin, SVP of Strategy & Innovation, Havas Media; Jeff Bullas, blogger, strategist and speaker; Tom Betts, chief data officer, Financial Times; Per Nilsson, corporate communication and marketing director, Semcon; Brian Gleason, global CEO, XAxis and Tomi Ahonen, technology and media author, and strategy consultant.
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