Top Story

e4m_logo.png

Home >> Advertising >> Article

AdFest 2008: ‘We should encourage our clients to experiment’

29-March-2008
Font Size   16
Share
AdFest 2008: ‘We should encourage our clients to experiment’

“We have to find ways of creating content and ideas that would allow consumers to engage and play with our brands so that we can enter into genuinely participatory conversation with the consumers in this digital age,” said Chris Thomas, Chairman and Chief Creative Officer, Asia, BBDO Asia Pacific, Singapore, and Simon Bond, Regional MD, Asia Pacific, Proximity, Singapore.

Addressing the session on ‘Exploring new avenues for creativity in the digital age: What is changing? And what still remain constant?’, on the third day of the AdFest in Pattaya, Thailand, the duo stressed on the need for creating powerful ideas that would allow the consumers to play and work with the brands. “Nothing has changed, everything is still the same, but technology has magnified our behaviour and enhanced the way people communicate,” the duo said.

“There are opportunities around us because of rising technology, but it is about creating destination content. The phase that the industry is in currently would be remain the same for a long time, and as an industry, we have to create inclusion based ideas on behalf of our clients,” Thomas said.

Both Thomas and Bond gave examples of how the digital platform was driving the shift and said that the biggest change visible was the shift in consumer power and how consumers createed content, shared ideas and played with brands.

“Never before did creative people have a more exciting time in this industry,” Thomas said, adding that individual talent was still more important in the industry. At the same time, he also emphasised the importance of working more collaboratively and said, “We should work more collaboratively with the clients and within the agency. We have to partner with other content creators in order to come up with inclusion based ideas and find new business models. I passionately believe that we should be encouraging our clients to experiment,” Thomas said.

He further said that the total spend on television globally was $222 billion, and with a 16 per cent growth rate for the medium in Asia, television would be still around for a long time. “So, the reality is that interruption based television commercial is going to stay for years and years to come,” Thomas noted.

The duo concluded the session with a quote from 1960: “'Tell them, and they will forget. Show them, and they will remember. Involve them, and they will understand.”

Also read:

AdFest 2008: ‘Today’s consumer should be seen as a dynamic swarm and not a passive herd’

Team Tokyo wins Fifth Young Lotus Award at AdFest 2008

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking