It was a first for Andrew Robertson, President and CEO, BBDO Worldwide, when he took charge of the exchange4media newsroom, as the Guest Editor for February 7, 2011. Apart from giving his views on top developments in the Indian media and advertising industry, Robertson also gave ideas on how stories could be approached to bring a different view on the development.
In the two-hour session with the exchange4media editorial team, Robertson cited examples from his own observations to give a gauge on audiences today and the variation of content that clicked with them. He gave examples on the need to give scale to initiatives from advertisers in order to connect with consumers. He also spoke on the importance of content creators to understand the fabric of society to be able to create campaigns that would connect to the masses.
For Robertson, the big news was the ICC World Cup 2011 and the fact the series would see a war between sponsors and advertisers, who would each seek ways to make the most of the series and leverage the World Cup. Robertson termed it as the World Cup of sponsors as well with over 250 brands being associated with the tournament in some form.
He also spoke about his work philosophy and the mantra of ‘The Work The Work The Work’ - that drives the whole BBDO association forward worldwide. Robertson commented on the vital needs of networking and the human connect that is ideally the driving force for strong and positive marketing.
Stories that had a wider, cross-market impact and that connected with the advertiser featured high on Robertson’s priority.
In the series of exchange4media’s Guest Editors, Andrew Robertson is the first to guest edit the website in 2011.