Future Media has got together with GroupM to bring ambience of consumption under the scanner. Maureen Johnson, CEO, The Store, WPP Global Retail Practice, will be addressing a high-profile gathering in Mumbai today on ‘Building brands in the ambience of consumption’.
Speaking about the expectations from the event, Vishakha Singh, Head, MarCom, Future Media, observed, “When in the consumption frame of mind, the consumer himself seeks information around him, seeks media interaction. This ambience creates an opportunity for brands to communicate with the consumer. Maureen will share insights, learnings and case studies on building brands in the ambience of consumption.”
Commenting on the advantages of this event for Future Media, she continued, “Though marketers have reached consumers through this media, but its true power has not been realized yet -- which is the potential to reach the right audience in the right frame of mind. Events like this will help the industry. The idea is to share learnings from other countries where this medium has been successful. Maureen has been an expert in this medium.”
The retail boom in India has made this an attractive medium for many advertisers. While, on the one hand, some advertisers are already looking at unique ways of using this interface to make noise around their brands, international examples suggest that there is much more that can be done to leverage this medium. Johnson’s presentation will help throw light on the international experience for this medium, he said.
When asked about Future Media’s strategy on ground events like these, Singh pointed out that they will bring in learnings and help to establish measurement systems in the coming months.
When asked about partnership plans with other companies, like with GroupM, Singh said, “The idea is to involve the industry through players in the advertising and marketing field; partnership is just a process.”