The 31st Second, it's an intriguing title for a presentation on the new age audience, and the challenge that lies before advertising folks in deciphering the fine art of communication in the context of media explosion and onslaught of new technology.
At a seminar in Mumbai, Craig Davis, Chief Creative Officer, JWT Worldwide said, "We need ideas much more, than we have ever needed them before. Consumers have not had a higher measure of control, as they have in the current day. With time, media choices will get a lot more diverse and colourful and with all the activity and fervour, consumers will naturally go by gut feel. Often, decisions, more so buying decisions will not be taken with the rational mind. Hence, engagement becomes primary for the new age audience."
Davis stated, "In order to cope with the new age, advertising agencies need to be a lot more innovative and creative. The audience is in fact our new client and time is the universal currency. Which is why clients are open to out-of-the-box thinking and solutions, be it Nestle, HSBC or HLL. Lever for instance carved a series of mock documentaries just for the web as a marketing exercise."
Davis drew attention to the fact, that most people in the new age are cynical when it comes to the media. He stated, "Youngsters are wary of the media and what it stands for. According to a recent statement made by Rupert Murdoch, only 9 per cent of youngsters regard newspapers as trustworthy, while only 4 per cent see them as a source of entertainment."
Davis asserted, "The world now looks at us differently. We need a new way of looking at ourselves. Unfortunately, creative departments in India still see TV as the sexy medium, and the fact is that it's not the only one."
Davis joined JWT in April 2004 as Chief Creative Officer. He took on the job of overseeing the output of the entire Europe, Middle East and Africa (EMEA) region.
Davis's ability to bring award winning ideas to the market place for clients such as Toyota, Procter & Gamble and Sony contributed to Saatchi & Saatchi winning Network of the Year at Ad Fest for two years running, Network of the Year at Cannes 2002 and the number one ranked creative network in Asia in 2003.
His work has been recognised by Cannes, D&AD, The One Show and the Clios, leading Campaign Brief Asia to name him 2003's Advertising person of the year.
He has been instrumental in landing the 600 million HSBC global account in May 2004, one of the largest wins in JWT history.