Cannes Lions 2007: Global, local and all roads leading to effectiveness
Day six of Cannes Lions International Advertising Festival 2007 saw creativity coming under the scanner again, and some of the points that media heads looked at were steps that could be added to avoid marketing boo-boo’s and how effectiveness could be measured.
Global leaders often prophesise about how things always go right and how they ensure that glitches are not seen by the public, however, this forum was rather different from the stereotypes. Global thought leaders came together on a podium to admit and discuss marketing disasters and possible ways of avoiding them.
The goal of ‘one brand – one voice’ advertising is to boost brand equity and global consistency, yet a lack of appropriate local understanding and preparation can wreck havoc on a brand’s reputation, as well as its pocket. As more global brands jet-set across international media skyways to reach consumers everywhere, the crashes are piling up.
The panel included Mainardo De Nardis, CEO Aegis Media, Global, Ian Ewart – Head of Marketing, Barclays Wealth Management, Nick Strauss, Executive Planning Director, Mather Communications and Chris Mendola, Managing Director 180. There was no denying by anyone in either the panel or the audience that one needs to be respectful and insightful towards every local culture and flavour.
However, Strauss articulated the matter best when he said, “There needs to be transcreations and not translations that facilitate this localisation on content. Big companies want that one global idea to take them across boundaries, which is fair, however, pure translations can never do the trick, it needs to be followed by a lot of local back end, and today, even front end changes.”
“You can avoid disasters with collaboration, you need to first need to admit that you are making them,” began De Nardis. He delved into the luxury category to explain that sometimes local flavours did not need to come across in display and portrayal only to create the global look.
“The luxury segment – be it a Feragamo or a Vuitton – will always look the same, no matter what city or country you are in. This is because they are not promoting the Chinese look or the Indian look, but the brand look. If you enter Maxmara, even the door handles are the same in the stories in China and in Europe,” De Nardis added.
Taking the idea forward, however, there were interesting views on international brands that needed to quickly adopt local ideologies. “While coffee is consumed all over the world, the method of preparation and consumption differ. However, Starbucks has the same advertising globally. This really needs to be addressed because they need to understand that every consumer is different from the other and the way to communicate the habit of coffee drinking is essential depending on the location,” Mendola asserted.
As the conversation progressed, De Nardis turned the attention to another form of localisation that is fast growing. “Today ‘MySpace’ has become the 9th largest country in the world, the size of Brazil. So, while we can still argue about how we say what in Spanish or English, saying it on the web is much different. You have to speak to every individual voice there and compete for their time and attention,” he emphasised.
In agreement with this fact, the focus shifted to accountability and CRM as the web enabled discussion hitherto unknown and impossible between consumers. The future of success and avoiding disasters is all about listening to what the consumer has to say, as opposed to conveying what the brand needs to communicate, and once this voice is heard, the blunders can only decrease.
Strauss went on to explain that all consumers could connect to emotions, be it towards money, or love or children. Barclays uses this emotional connection and alters the rendition in different countries to ensure that the consumer feels that the brand knows them personally.
“If the brand is solid, a blunder does not mean its end, the consumer allows scope for apology and gives the brand a second or even third chance. However, if the brand is dishonest and unsound, it can destroy the brand forever. A mistake in the earlier days could be forgotten, today You Tube will ensure you always remember!” concluded De Nardis.
The session after this was on idea management and how great ideas indeed show results in a company’s performance. The speaker of the session, Ralf Longswost, Founder, IdeaManagement, spoke about some points relating to the big idea. He said, “Are great ideas a coincidence? How do they sell, what is their structure like and are there ways to improve the chances of hitting on a great idea? I think there are ways where we can increase the chances of great ideas.”
Based on the results of a creative effectiveness research that Longswost executed in 41 countries, he cited some examples that he called the double champions – communications that have won creative awards and have ranked high on effectiveness in the market place too. Some of these included Audi, Tag-Huer, The Economist and so on.
He took the audience through a graph where brand value was in the centre of the graph, and the three dimensions around it were the target audience or the insights, the product and the competition or the market. A proposition moves from the TG to the product, which has to be differentiated from competition and would finally lead to the share of mind in the market place.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp