The seventh edition of Goafest 2012 has come to a close and once again delegates have much to discuss about the thoughts and ideas that were deliberated at the forum. While for the discerning delegate, there would be a lot more that would have made it to their key takeaways, here are seven that were discussed the most in the course of the festival.
Creativity under constraints
The thought came through in Publicis Worldwide’s International Creative Director, Erik Vervroegen’s session, which was perhaps the most applauded session of the final day of the festival. Perhaps the Indian advertising industry has heard many times about how solutions can be most creative under pressure but Vervroegen’s presentation brought out the new limits that a creative mind can reach under constraints such as no money, no time, impossible briefs and tired creatives.
Creativity is connecting the dots in new ways that resonate
Connecting dots has been the buzz word for the global advertising industry and for a market such as India too. But connecting dots in new ways can be another ball game altogether because it can enable the mind to see what others have missed. The four critical dots pointed out were sound, picture, words and video. And going forward, there would be three new dots – participation, mobility and being connected.
Best brands invite people to participate
When the conversation is about inclusion, a key ingredient is consumer participation. In the case of brands, this could lead to anything ranging from the evolution of the brand and the product to generating content and even ideas that the brand can benefit from. User participation brings a brand alive and in future, brand-building is going to be the domain of all instead of the purview of a few, courtesy the internet, new media and mobile devices.
Listen to clients but challenge the brief
For some Adlanders this seemed to be the most important takeaway. The way of agencies replying to clients with, ‘yes, we can’ needs to be substituted with a healthy conversation of what should be done and how to get it done so that the brand engages the consumer in the right way. People today multitask – they are uploading, downloading, mailing, Facebooking, tweeting and working, all at once. Advertising still has to catch their attention. Brands need solutions that will help them blend in the consumer’s life.
Have trust and large ideas will work
An agency’s and even advertiser’s favourite word in a brief usually is ‘360-degree approach’. Jayant Murty, Director of Strategy, Media and Integrated Marketing, Asia Pacific Region, Intel brought in a marketer’s advice, when he suggested to ‘think’ 360-degree, not ‘act’ 360-degree. While thinking 360-degree, points that matter are generosity, experience, status, utility, transparency and eco-sensitivity but the most important aspect is to have trust in the details for a large idea to work.
Bring out the creative radicals
It is never easy to challenge norms and bust myths but the future belongs to those who can do it. Time and again agencies in India have demonstrated their creative capabilities but there is a need to encourage this more and see more such examples coming.
And the final takeaway is that it does not matter what company you represent, whether it is a digital company, a broadcaster, an agency or a marketer, Goafest is about celebrating creativity in every form. The awards also attempted to encourage more breadth and depth of work from across agencies.