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Reporter’s Diary: And the show goes on…

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Reporter’s Diary: And the show goes on…

The advertising and media industry never ceases to surprise me. There is the usual chase for stories that never stops, as we say the business never stops… the show continues. The biggest shocker of the week was probably Ravi Kiran, Chief Executive Officer, South East & South Asia, Starcom MediaVest Group, and Chief Executive Officer, Asia, Specialist Services, Starcom MediaVest Group, quitting the agency after being with the group for over 11 years.

This is a big development and will be tracked keenly and all eyes will be on Starcom and Kiran over the next few weeks.

Another surprise of the week was to find a full page ad of Google Chrome in The Times of India. The search engine giant, which has built its popularity following the principle of no money marketing has actually taken the mass media approach to reach its TG. That’s interesting and surely made an insightful story, especially to get Google’s point of view and then also understand industry’s take on this move.

In another story, Kerala Tourism had premiered with much pomp its latest ad ‘Your moment is waiting’ in London at the Saatchi Gallery. The ad is unlike the usual Kerala Tourism ads and has generated extreme emotions. However, the clincher was the fact that many have pointed out the similarities of the ad with another ad of Mexican Tourism. The best part of working on this story was to see the mesmerising series of ads of Estrellas del Bicentenario with some breathtaking visuals.

In the media sphere, the Indian Newspaper Society (INS) elections for 2010 took place in Bangalore, where Kundan Vyas was elected the President; Ashish Bagga, Deputy President; and Tilak Kumar as the Vice President.

Besides these, there have been the account movement chases and people movement developments, where some materialised this week and then there are those that need to be kept an eye on as they are expected to materialise over the next few weeks. As I said, there’s never a dull moment when one is following the advertising, media and marketing industry as there is so much that goes on…

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

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