The session on ‘Media Fragmentation: How To Navigate Through Traffic’ say industry stalwarts discuss ways to negotiate emerging media trends to formulate the best media plan and get the best bang for a client’s money.
Moderator Bob O’Leary, MD and Head of Global Marketing, Consumer, Citi Bank, began with an overview of changes in consumer behaviour over time – for example, Asians now have 46,00 TV channels, 27,000 cinema screens, 900 newspapers – and how a media plan needs to take this into account.
The big point of the discussions was leveraging social media, with insights such as 57 per cent of Indians joining Twitter in the last one year.
On the critical area of focus in the Asian market, Kelly Clark, Worldwide CEO, Maxus, pointed out, “The biggest issue is finding talent – people who are curious, interested in change, able to negotiate the complex media environment. Most of the good work in our company comes from this region, and a substantial part of it is from India.”
Mainardo de Nardis, CEO, OMD Worldwide, added here that the challenge was also to retain this talent by providing the right environment, right philosophy and training and keep measuring the progress. On the companies and brands doing well in the region, de Nardis mentioned VISA’s trolley companion campaign, which provided the traveller a whole range of travel-related information in a package.
Clark spoke of Nokia’s Priyanka Chopra ad campaign which had met with phenomenal success, and Nike capitalising on its global platform to come up with great insights for the local markets.
Both fielded questions on social media usage in markets in a lively discussion on why some brands excel and others do not on social media. Constant measurement of results, contextual relevance, where brand managers put the information to get closer and closer to the community were most important, Clark noted. An interesting question posed by a member of the audience was whether companies should maintain specialised websites to influence consumer opinion as most Indians researched online before buying products.