Top Story

e4m_logo.png

Home >> Cannes Lions 2011 >> Article

Anil Ralph Thomas @ Cannes: Some gyaan on selling radio spots

22-June-2011
Font Size   16
Share
Anil Ralph Thomas @ Cannes: Some gyaan on selling radio spots

After a long night as usual. The next was a drudgery. Dragging myself to the venue. After the previous day’s damp squib, I had no expectations for the day. The usual hustle-bustle. People greeting and hugging each other, especially Indians hugging everyone else who looked like they were from the same country. Some probably wouldn’t have met each other for years, but greeted each other like they were flat mates.

Anyway, so I waltzed into this workshop about ‘How to ensure your radio ideas don’t get killed by clients’ by a gentleman called Hertz. Quite an affable character, with a soothing voice and a sense of humour that was understated and charming. A lost art.

So, it was quite an insightful and entertaining workshop to say the least. We went over examples and examples and that still didn’t bore us. It was an interactive session where people presented scripts and he then explained how they could have done better. So that was good. Tips on selling a radio spot to a client using pictures and story boards was a new one for me and hence a must try.

A few beers and grilled meats later I found myself in a packed auditorium where the Coke seminar was to be held. Jonathan (Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence, The Coca-Cola Company) made an excellent presentation with superb graphics to take us through Coke’s new processes on reaching/ engaging consumers through conversations, etc. And he got a resounding applause for his efforts. So that was good.

A couple of hours’ break and then the anticipated Radio/ Outdoor/ Media Lions commences. A lot of nervous energies around quite visible, which will eventually lead to the famed iconic ‘Gutter Bar’, frequented a lot by most Indian delegates. Wonder if it’s the last refuge of Slumdog metal winners.

[Anil Ralph Thomas is Regional Creative Director at McCann World Group (South India)]

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017

Foster joins Y&R after serving as President, Global Clients for the Publicis Groupe; also was Worldwide COO and Chairman and Regional CEO, APAC and Greater China at Saatchi & Saatchi