Notes from the Guest Editor’s Desk: Desmond writes on 4 new C’s that touch lives
As Guest Editor for exchange4media.com on October 20, 2010, Laura Desmond voiced her views on many developments pertaining to the industry. In this ‘Notes from the Guest Editor’s Desk’, she sites examples of companies such as Procter & Gamble and The Coca-Cola Company to elucidate that when ‘profit’ and ‘purpose’ need not be mutually exclusive.
I was at a major marketing conference in the United States last week and heard many of the top global marketers including Mark Pritchard of P&G and Joseph Tripodi of The Coca-Cola Company champion the message of purpose-driven marketing. What was clear from these discussions is that ‘profit’ and ‘purpose’ need not be mutually exclusive. In fact, these two respected global companies understood intimately that when an organisation is aligned against a single purpose, profit -- in most cases -- follows.
‘Touching Lives, Improving Life’ (P&G) and ‘To Refresh the World’ (Coke) are big, bold goals, yet elegant, simple and timeless. Today, these two companies with a combined history of 200+ years are successful according to any quantitative or qualitative measures.
Four days later, I arrived at the newly renovated Terminal 2 of the Indira Gandhi International Airport in New Delhi. I immediately noticed an energy and warmth from the employees, from the maintenance team with their friendly smiles, to the security staff wearing their uniforms with pride and precision, to the retail workers who offered a helping hand when I dropped my handbag on the floor. They too seemed to be driven by a purpose.
Purpose driven organizations—whether it’s a 100,000+ employee Fortune 100 company or a newly renovated airport—are extraordinarily powerful because it enriches conversations, builds communities and leaves lasting, positive and memorable impressions. These are the building blocks for sustainable relationships between brands and people, between experiences and action.
At Starcom MediaVest Group, our purpose is to be The Human Experience Company. And our dream is to grow our clients' business by transforming human behavior through uplifting, meaningful human experiences.
And to BE The Human Experience Company requires an aggressive embrace--in language and behavior--of four constructs, or what we call the next generation marketing 4C’s.
Some of you may be familiar with the 4 C’s of marketing: Consumer, Cost, Convenience and Communication. It was a model that worked for years and continues to be embraced by many.
At SMG, we believe that there are 4 new ‘C’s,’ and they are the new approach to winning the hearts and wallets of consumers, one uplifting, meaningful experience at a time. They are:
• Currency
• Conversation
• Content, and
• Community.
When used strategically and intelligently they will help you forge human experiences that are, simple, meaningful and real time.
Let’s start with the first C – Currency.
If there is a single global truth about today’s consumers, it is that they are too busy to pay attention to what we call “marketing.” We have to make it worth their while or they won’t opt in. Currency is the value exchange we have with them. They give us their time and we give them a promise, and then deliver. Stronger. Smaller. Smarter. Cleaner. Better. Our currency is a pact, the handshake we make with them. “Give us your attention and you won’t be sorry.”
Currency helps make the brand, hence the marketing, hence the human experience it provides, valuable at worst and invaluable at best.
The Second C is Conversation.
Simply put, we think of conversation as how content, ideas and information move from point A to Z, to M, then T, then back to point A. Successful human experiences drive and enable conversations – between consumer and brand, and between consumers themselves. A key requirement for brands is to be active participants in the conversation, and that means being a great listener.
We build this dynamic into meaningful experiences by tapping into the conversations that occur naturally, influencing the drivers of those conversations and making everything exceptionally easy to share. Remember, these are the consumers who say “I don’t have time.” But they’re willing to engage if the currency is there.
The third C is Content.
I won’t dwell on our all-too-familiar history. We all know that the craft of marketing focused for far too long on exposure. The process of connecting a company to a customer started with brand-related content, and ended with a mass message distributed across a very limited, but far-reaching, assortment of media.
We tell ourselves that we long ago abandoned the mass exposure model as an effective way to reach people. The truth is, people made that model obsolete. As they retreated from traditional touch points, we also had to abandon them.
People rejected the familiar pipelines and turned away from passive content in search of a “my media” world in which they could tailor their own messages and menus….opting in and out of content and media that had meaning and provided value for them. Digital has revolutionised the media world. Content needs to keep revolutionizing itself. It must be active and iterative; ownable and widely customizable.
Our last and fourth C is Community.
Simply defined, a community is a group united around a shared purpose. We activate this ‘C’ by giving people a chance to join the dialogue, to become part of the tribe. Most important, we give the community power – to influence, to learn, to experience, to share. Community is king.
Currency. Conversation. Content. Community. When done right and created with care, our dream--to grow our clients' business by transforming human behaviour through uplifting, meaningful human experiences—is very much in reach.
I’ll see you in the future.
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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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