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Ad biz today is like the 60s, albeit tech-driven: Shashi Sinha

20-June-2012
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Ad biz today is like the 60s, albeit tech-driven: Shashi Sinha

There couldn't be a better session with a reputed client Kimberly Kadlec, Vice President, Global Marketing Group, Johnson & Johnson doing an opening presentation and Jacki Kelley CEO, UM Worldwide (my boss for those who don't already know) being part of the panel that followed.

Kim referred to current times in the advertising business to be as exciting as the golden era of the 60s except that the advent of technology and a digital world required a new way of looking at marketing. She turned around the famous 4 Ps marketing mix model to make it relevant for today with Purpose, Presence, Proximity and Partnership.

Purpose is to have a larger but authentic cause for the brands to adopt, and for this she cited the Coke Middle East case. ‘I will’ resonated not only because it was on the back of Arab Spring but also being a shortlist at the Media Lions had expectations to win.

Presence was the move to promote and the best was to use social media to formulate an opinion and a direction.

Proximity: Kim advised brands to be present and communicate with consumers 24X7 through their products. She shared an interesting example of Band-Aid using augmented reality to showcase Disney characters on Band Aids, which put a smile on kids’ faces and made them forget (even momentarily) their bruises.

And finally my favourite, Partnerships...

In the world of delivery of communication, emphasis is on a seamless partnership between clients and their brands, with media agencies and media houses, which lead to strategic and powerful ideas backed by flawless execution.

The panel discussion that followed on the case study for Johnson & Johnson conceptualised and executed on a multimedia platform by Time Warner using their assets in collaboration with UM was very informative. We do a lot of this in India but the interesting thought in the cited example was using the strategy of ‘Dayparts’ to chart out programmes on various media. For example, in the morning, information on Twitter; through the day, building opinion on social media; and finally one way media such as print and TV for the evening messaging.

True it was a UM session, but it was one of the most interesting sessions at the Festival for me. Looking forward to more fun time at Cannes!

The author, Shashi Sinha, is the CEO of Lodestar UM. He is a Cannes Lions delegate this year and was blogging on the session – UM: The Marketer of the Future is the Marketer of Now

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