Curtain rose on Goafest Advertising Conclave 2012, where the featured speakers shared & exchanged some great ideas and strategies about advertising and media. Speakers shed lights on current media and communication strategies used by brands to increase their products popularity.
Tim Love, CEO, APIMA and Vice-Chairman, Omnicom Group.
The first session began with Tim who emphasized on media. According to him “People are the first media” his observation in advertising and marketing programmes ultimately gave him overview of study and observe cultures. He further elaborated the concepts by putting forth the differences between Metacalf Law and Love’s Law. In Metacalf Law the network of two has a value of three; three has the value of six whereas in Love’s Law the effect is double. He also mentioned five principles which form the basis of high impact campaigns. The first principle is that the consumer is client. Second, it is important to take care of the brand first, then the agency and individual agendas. Third principles emphasize on to share and re-apply which will ultimately eliminate duplication. Fourth highlighted on leading the ideas and fifth is trust.
Jean-Yves Naouri, COO, Publicis Groupe,
He kicked off his presentation by commenting on the evolution of digital. He started the event with a very popular advertisement for the mineral water brand Contrex which carried out an initiative that involved exercise bikes that was used to power up neon wires which drove a giant neon outline of a well-toned man. As women pedalled their bikes, the neon man gradually stripped to their high intensity pedalling. The women roared with laughter and sipped water from the bottles of Contrex placed strategically on the exercise bikes.
He further emphasized on the sea change media as seen over the years due to penetration of internet and digital mediums. Naouri mentioned, inter-personal conversation has increased due to social mediums and also brands are getting an upliftment due to these mediums. According to him intrusive brands are a passé, as consumers today needs brands which can blend with them.
Emotional Quotient and Intellectual Quotient were other areas on which he stressed further. He said, “The aim is to increase sustainable engagement of people on maximum social and digital platform”. Concluding the presentation Naouri said, "Intrusive brands are out. It is now the time to create blends. Brands earlier used to be about branding, but now it is about blending them with consumers".
Jonathan Mildenhall, VP, Global Advertising Strategy & Creative Excellence, Coco-Cola
He gave his views about ‘The Liquid Approach’. He said the rules of communications need to be revamped. He justified the statement by citing the example of Beijing Olympics which had a 360 degree ad campaign via every possible medium.
"The 30-second television commercial is longer the currency for communication. What advertisers are looking for is bigger, liquid ideas that will drive popular culture,"
Lastly, he gave the example of '70/20/10 per cent communication strategy'. He remarked, "Of the entire 100 per cent marketing budget, 70 per cent is allocated to low-risk media options such as television, OOH, print and radio; 20 per cent is allocated to online; and 10 per cent is invested in high-risk media properties."
Jayant Murty, Director, Strategy, Media and Integrated Marketing, Asia Pacific Region, Intel Corp
He talked about the 360 degree campaign and branding strategies that need to be applied. A 360 degree campaign doesn't necessarily mean one with more elements; rather, it is about the approach more than anything.
He further suggested that '360 brands' ought to stop thinking in terms of multiple platforms (such as TV, print and OOH) and instead, start thinking in terms of multiple screens (mobile, PC, tablet and others). Timing, he went on to underscore, is especially crucial these days. "Today, it's all about branding at the speed of thought," he stated, referring to opportunistic advertising.
Day 2 Goafest:
The session began with Lucas Watson, Global Vice President, YouTube delivering his insights on building brands in current scenario of digital age.
Talking about ‘Embracing the power of Video’, Watson said, “With 820 million unique users on You Tube every month, 4 billion people are watching videos every day”. He further said that common man along with celebrities are using You Tube, as platform to build their brand. He shared some example of how people participation can delivers some extraordinary ads. Watson gave the first example of the Pop phenomenon, ‘Lady Gaga’. The Poker Face singer spends hardly any money on marketing herself but she has leveraged her brand by using power of internet.
He talked about small brands using the power of internet to play with ideas within a budget constraint. When asked about the massive consumption of smartphone, Watson said, “Mobile is indeed the future. It is the tool which entertains you when you are on the go, or in your room, or travelling. The video consumption on smartphones is going off the roof albeit its quality. But a video is a video and you can enjoy it on any of the screens”.
The second speaker of the day was Jonathan Mildenhall, VP, Strategy and Creative Excellence, Coca-Cola. He emphasized on concept of ‘Content 2020’. He started the session by giving various examples of advertising and marketing initiative done of Coca-Cola across the globe. He then talked about ‘Thumbs-up’ and various types of branding done by the company to increase brand value an image.
He further showed various videos of Coca-Cola’s ‘Open Happiness’ campaigns in India, Phillipines, Africa and Japan. People attending the seminar were the first one to see the teaser ad of forthcoming London Olympics 2012. He urged brands should be more open about communications as it shows honest side of the brand.
Sanjay Behl, Group Head, Brand and Marketing, Reliance Communications asked Jonathan about future of tradition 30 seconds advertisement. Mildenhall said, “I truly believe 30 second ads will be death of advertising industry. The industry needs to learn how to re-purpose the 30-second commercial, in terms that a creative idea should not begin from the TVC and rather come from another high place."
His session was followed by a presentation from Tim Love, Vice-Chairman, Omnicom Group and Chief Executive officer, Omnicom APIMA who spoke about language as Technology. "In this post-digital world, the most powerful and persuasive technology is language," Love said. Neuroscience suggests that language impacts ideas and creativity, and as India gets more and more internet penetrated in the days ahead, this reality of language being a technology will pan out wonderfully by merging with actual technology
Language has a marked impact on one's beliefs, ideologies and values. So, according to Love, in order to truly understand one another, it is crucial to have an insight into the language in which different people think. He said, “we should focus less on the electronic technology of communication and more on human technology of insight, understanding and how people think,"
The final speaker for the day was Charles Wright, MD, Wolff Olins who gave a deeper meaning to brands and the impact on profits. According to Wright, telling clear, simple stories has a dramatic effect on the share prices. The 'four big things in the world' are more choice in more places, technology revolution, brand on the board agenda and united management.
Zia Patel, Strategist, Wolff Olins Dubai joined the conversation and said design is a language that can help people move brands from being tolerated to being loved.
The concluding event of the day was the much awaited Media Abby Awards.
GroupM's Mindshare has bagged the first ever Media Grand Prix award at the Media ABBYs held at Goafest 2012. After MindShare, it was MEC who won 2 gold medals for their advertisements of Reliance 3G under the category of Best Use of TV and Colgate Dental Cream under best use of newspapers and magazines. Loderstar UM, won 6 medals out of which 1 is Gold, 2 are Silver and 3 Bronze. Lodestar UM won gold for Pro Bono Marketing category for Bombay Psychiatric Society's 'Zindagi Se Dosti-Make Friends with Life' campaign. Madison Media Infinity won 1 Gold, 1 Silver and Bronze medal at the Media ABBYs. The agency won for the 'Turning Print into Social Media' campaign for Parachute Advanced Ayurvedic Hair Oil. The agency shared a Gold medal with MEC in the Best Use of Newspaper & Magazines category. A gold medal for Samsung Galaxy Tab's 'Touch Cinema with Galaxy Tab' campaign was awarded to Starcom Worldwide. Maxus, a part of GroupM, did not manage to win any bunch of metals especially Gold medal unlike last year wherein they had won 10 medals, including 2 Golds, 6 Silvers and 2 bronzes. This year, the agency managed hardly to get 2 Silvers and 3 Bronzes. Mediacom Communications and Madison Media Plus managed to win a Silver each at the Media ABBYs. DDB MudraMax and Interactive Avenues won a Bronze each.
Day 3 Goafest:
The concluding day of the Goafest began with a presentation from author and brand guru, Prof. John Philip Jones who said that advertising hasn't got much to be proud of as there is robust evidence that advertising effectiveness is not more than 41 per cent. Prof Jones also said that the Internet hasn't been a very efficient ad medium, either, be it in India or US.
Jones pointed out that, in US, it has come to account for 10 per cent of the advertising in 20 years. He, however, said its growth would continue and that it would be the No. 3 medium by 2025, after TV and direct mail.
Rishad Tobaccowala, Chief Strategic and Innovation Officer, Vivaki
Speaking about The Future of Creativity, Rishad started with the meaning of creativity and gave four different definitions of it. According to him “creativity is connecting the dots in new ways that resonate”. People, Culture and Brand are the three dots which needs to connected. He then elaborated further and added four more dots to the previous one viz, sound, picture, word and video. Adding further he says Participation, mobility and connectivity are the future dots which revolve around creativity.
Eric Vervroegen, International Creative Director, Publicis
Elaborating about The Magic of Ideas, Eric said, “Magic doesn't come easily, it needs hard work. Magic comes as a reward of hardwork and one need to provoke magic. An ability to be naïve and believe in your dream will give you the desired results.” One needs to keep the beginner's spirit and should not neglect any idea thinking it impossible or small or stupid. “Give ideas a bit of time, don't throw them away too easily,” he said.
Eric believes that India is a country full of emotions and has a greater scope of creating new and unique ideas. He thinks curiosity is the key which leads to innovating good ads. Talking about execution he said, “A good ideas can turn bad, while a bad ideas can come out as winner with appropriate execution at every level.
Simon Wardle, Chief Strategy Officer, Octagon Worldwide
Passion drivers and magic of why
“Working in a sports and entertainment marketing firm has taught me how fans' passion for sports can make great advertising. Think like a fan and you can make a great connection with the consumer,” said Simon.
“Give fans something that enhances their experience and makes them feel a part of their sport. Magic happens in consumers' heart and mind, so don't just slap your brand's logo next to that of the team you sponsor,” he added.
Curtains fell of Goafest 2012 on a “winning” note. Participants with apprehensive teams who were nominated for the annual mega event of Creative Abby Awards had gathered in a large number at the venue in The Zuri White Sands and Casino at Goa.
Oglivy India bagged maximum number of Creative Abbys as it won 55 awards (11 Golds, 16 Silvers and 23 Bronzes, apart from one Grand Prix for a Fox Crime campaign. Second was, Leo Burnett won 35 awards (3 Golds, 11 Metals and 21 Bronzes). Taproot India bagged 34 Abbys, 6 Golds among them. Creativeland Asia won the only other Grand Prix in the Creative Abbys for its Audi A8L 3D Experience under the Automotive Vehicles and Accessories sub-category (Integrated vertical).
Among the campaigns that won Gold Abbys are Airtel's Har Friend Zaroori Hai (Taproot – Film/Telecom Product & Services), Google Chrome's The Web Is What You Make of It (Studio Eeksaurus Productions – Film Craft/Production Design) and Tata Sky's Poochne Mein Kya Jaata Hai (Ogilvy – Radio/Household & Business Appliances).
The annual mega event of the advertising, media and marketing fraternity called it a day with the Nokia Music Night where the participants and winners of the awards enjoyed themselves on the dance floor.
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