The relevance of advertising is changing in a fast moving world. It’s not merely a means to tell the consumers about a brand or product, it is now a medium to connect with buyers and get their feedback as well. It is now a two-way communication.
According to Bechara Mouzannar, CCO, Leo Burnett, MENA - Middle East & North Africa, the internet is the most democratic media that has ever existed as it has made communication two-way. “That is what is needed because it is communication between two people and not just brands talking to people. The best campaigns today that are winning hearts all over the world are really those that we create to spark conversations,” he stated. He further said that a creative person or an agency should know that the campaign is not finished when they are done with their job, but gets complete only when it reaches its audience. “Advertising today is more about building a place in the hearts of the customer,” he remarked.
Sharing about his experience at the Berlin School, Mouzannar said, “I went to this school and it changed my life, my career, the way I think – everything. We wanted to do campaigns that would move or change society.”
He further pointed out that the creative lot shouldn’t be ashamed of what they are or of their respective cultures. “Every country has its own way of dealing with communication. We have to be extremely courageous to have faith in our own culture,” he stated. He also said that it is time that we stopped mimicking the East or the West and looked within for inspiration.
Bechara Mouzannar shared his views during his address on the topic ‘How to be a creative leader’ at the EPICA Awards 2014, which were held in New Delhi on January 24, in association with exchange4media. The presenting sponsor of Epica was the Patrika Group and the associate sponsor was Colors.