“Collaboration is very critical. That is where innovation is going to come from,” said David Mayo, CEO, Bates Asia, in an exclusive video chat during the 13th edition of exchange4media Conclave.
He further explained that if you put the same people on the table around a different set of problems, obviously the solution to all the problems will start to look the same.
“In India or broadly in Asia, clients / marketers are becoming a lot more sophisticated and comfortable with the role of data. They are increasingly becoming savvy when it comes to the role of media, which includes use of social, digital and online behaviour,” added Mayo.
He strongly feels that global advertising has a lot to learn from India. Mayo outlines the following points:
• The power of the story telling culture in India
• Creativity: It is the work that really counts
• The giving nature: When there is a problem in India, people are very happy to help. When there is an issue, people are happy to become involved. This offline social culture sets the stage for online social culture
Commenting on the theme of the Conclave, ‘Shifting Media Mindset: Growth Path Ahead’, Mayo said that it was interesting and topical as it directly interlinks to the creativity business. Mayo spoke on ‘The power of ‘&’ (rather than the tyranny of ‘Or’) at the Conclave, which was held in Mumbai on November 25, 2013.
To know more, watch the video