AAAI Day three: All about Revolution, Renaissance and Simplicity
The Advertising Agencies Association of India’s ‘The Future of Advertising’ offered much food for thought to the audience on the final day. Between the likes of Lowe’s Tony Wright, BBDO’s David Guerrero, INMA’s Earl J Wilkinson and our own O&M’s Piyush Pandey talks of future were not limited to advertising alone.
Arguably one of the best organised conferences of late, the Advertising Agencies Association of India’s ‘The Future of Advertising’ offered much food for thought to the audience on the final day. Between the likes of Lowe’s Tony Wright, BBDO’s David Guerrero, INMA’s Earl J Wilkinson and our own O&M’s Piyush Pandey and thought leader on marketing strategy and consumer related issues, Rama Bijapurkar, talks of future were not limited to advertising alone.
The keynote address was delivered by Tony Wright, CEO, Lowe Worldwide. Speaking on ‘Reach without Compromise – The New Global Imperative’, Wright began with a ‘tale’ for the audience, “The tale is of an industry oblivious to globalisation that we have taken for granted.”
Wright, (an unusual example of an account planner given the responsibility of a Network CEO) spent some time with the audience bringing out factors of the advertising industry of the past, where agencies believed that ideas for the world could be generated from one centre, without considering the customer differences in view.
Terming this as an arrogant corporate colonial tactic, he said, “We have come a long way, but even today advertising agencies are not nearly offering enough to clients – globally and regionally. The demand is of international ideas with individual expressions. The client cannot be asked to make a choice between global reach and local relevance. Identifying this problem, we have created the lighthouse model, which addresses this demand.”
He said that the need was to offer a brilliant idea, which had the brand’s essence, which encompassed both imagination and integration, and at the end of it all had global reach with local expression. For him, the lighthouse model, where centres of excellence in various markets were identified and then one idea was adapted to different markets was one of the solutions for today’s challenges.
To vindicate his point, he gave examples like Unilever’s ‘Dirt is Good’, the idea of which was created in Brazil and was seen in India as ‘Daag Acche Hain’. He explained the relevance that the ads had to the respective markets where they were executed.
Wright concluded on the note that both clients and consumers should be given what they want and choices cannot be forced on anyone.
The next special speaker of the day was Creative Head, Asia, Chairman and CCO, BBDO Phillipines, David Guerrero who spoke on dealing with ‘Shorter Attention Spans’. For Guerrero, the need for an ad to be entertaining and communicating the brand message at the same time was vital. He saw merit and bringing forth short and impactful messages.
Giving various examples, where tangible results are seen post the marketing campaigns, he spoke of varied tactics like ‘Dory’ and ‘Humour’, which when handled well an be equalising and empowering.
In handling such techniques however, there are a few factors to be kept in mind. Guerrero enumerated, “You have to respect customer’s intelligence. The humour has to spring from truth and it should help make advertising a welcome intrusion.”
“A customer already has formed an opinion on the role that ads play for them and the ad should be such they seek out for,” added Guerrero. One change that has sees is that, ads getting more and more target specific. “Mass media and television can be forced mediums and that can change,” said Guerrero.
Another international speaker who had much to offer was Earl Wilkinson, Executive Director of INMA. Wilkinson spoke of the challenges that the newspaper industry was facing around the globe. “It is these threats that are making them do various kinds of experiments to survive,” said Wilkinson.
He threw light on examples where newspapers have been innovative in their content, in their presentation and even in their advertising. Wilkinson cited emerging trends like broadsheets turning compacts. ‘Lite’ versions and free papers coming in to keep the medium growing.
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TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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