Day 2 marked some interesting and diverse sessions that saw on LiquidThread’s Brian J Terkelsen speak on ‘Marketing Future’, Charlie Crowe shared what Festival of Media was all about, while Neeraj Nayar highlighted some latest trends in advertising.
Need to push clients: Brian J Terkelsen
Addressing a session on ‘Marketing Future’, Brian J Terkelsen, President LiquidThread, Starcom MediaVest Group, remarked, “It’s not that our clients don’t understand, the fact is that we do not push them enough. Our job is to take stuff that consumers want to see and turn it into advertising.” Continuing further, he said that content would be liquid and stand as an intersection of creative, media and technology. “Our objective has to be to reach the consumer, increase brand favorability and take action on how to get consumers to do what we want him to do,” he added.
He further said, “If it’s a men’s product, just put an ad in a cricket match, they will possibly watch it. At ‘American Idol’, my client Coke is thrilled to have Coke cups on the tables of the judges. We should look at things differently and make a story out of it and change the way our clients think. For clients, I would like to say that nothing is free and that innovations need to be funded.”
Technology can amplify a great idea: Charlie Crowe
Commencing his address on a lighter vein, Charlie Crowe, Founder, Festival of Media, said, “I’m here to get credit so please applaud and hoot wherever possible.”
He remarked that creative work was a waste if media was not right, and that was the purpose of Festival of Media. “Technology can amplify a great idea. Media agencies do not just have an opportunity to promote the product, but to get into the skin of the product. What we have learnt is that a local stunt can turn into a national event. Utility, helpfulness and purpose are required for advertising. Being in the advertising business means being in the idea business. We should concentrate on learning about products, develop products and help clients more,” he stressed.
Be useful, relevant and entertaining: Neeraj Nayar
Pointing out some latest trends in advertising, Neeraj Nayar, President, Contagious Communications, said, “Advertising is shifting from hermetically sealed campaigns to projects. The question today is how we can show our customers what we stand for rather than just telling them. When we had set up in 2004, advertising agencies were wedded on the 1963 models. People today don’t just want advertising; they actually need experience backed with technology. Every brand’s touch point today is 365 degree and not 360 degree approach. Consumers want a lot more depth with brands.”
Citing some examples, he added, “‘Pepsi refresh’ was very successful last year. They pulled out and invested it all in CSR. Volkswagen’s ‘Funtheory - Spot the Product’ got a great reaction. Four years back Levi’s adopted a backward town and built a community centre there. They created workshops for photography sessions, carpentry, and so on; thus, these days it’s project and not just campaigns that are expected. I suggest we allocate 5 per cent of the budget to experiment. Advertising needs to be useful, relevant and entertaining.”