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Reporter’s Diary: Know the objective behind the work

27-April-2013
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Reporter’s Diary: Know the objective behind the work

Every morning we hear conversations happening around us about the power of the digital medium and how brands are effectively working to engage with their consumers. On the other hand, I also hear and read about the importance of the print medium and the frequent comparison between print and television.

You must be wondering why I am talking about these mediums. Working as a correspondent with exchange4media Group, my beat, though not specific, is vast. It covers all mediums and the entire South market, including important cities such as Chennai, Bangalore, Hyderabad, Kochi and Thiruvananthapuram.

The challenge is to keep a hawk’s eye on the developments in these markets so that no important news is missed. And I have been getting tremendous support from my bosses as well as my colleagues. On quite a few occasions, leads have even come from my sources in the industry and conversations with industry veterans.

One of the most interesting aspects of my work is getting to hear and interact with newsmakers in the industry. One such occasion was on Monday, April 22, 2013, when we got to hear Prasoon Joshi speaking about how while experimenting with the craft is good, it should not be at the clients’ expense. He emphasised on how an employee in the creative world should be thinking and applying those thoughts, not for the sake of winning awards, but to strike a balance between the work that will have great impact in the consumer market and also be appreciated by the jury in any award show.

A good part of my work also involves tracking all brand communications that are unveiled. And this week, two such campaigns caught my eye – Tata Sky’s long TVC titled ‘Prison Break’, which was promoted as the longest commercial ever, and I must say it looked quite interesting and was sleekly made. The other was from Brand Titan, which always comes out with good commercials.

Goafest 2013 continued to be in the news, though it’s been almost two weeks since the advertising festival got over. The much awaited decision of the Super Jury came this week – that all awards for entries under question stand and that there will be no withdrawals. The Super Jury meet took place in the presence of KPMG officials.

Among one of the several things that I have learnt from Annurag Batra, Chairman and Editor-in-Chief of exchange4media Group, is the importance of networking in the industry. It never ceases to amaze me how many people in the industry know him and his abounding energy.

Then there is my immediate boss Sneha Walke. Her energy is infectious too. She had once told me, during one of our numerous conversations, “Deepa, always ask yourself what is the objective behind doing a particular work.” And that has stayed with me every time I am work on any report.

As I am set to complete a year with exchange4media next month, I can recall so many fond memories and the tremendous support that I have received from everyone here. Here’s to a successful, long innings…

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