The Delhi edition of exchange4media Conclave 2011 is just four days away. The Delhi line of Speakers would see two Addresses bringing communication services under the scanner. Jagran Group is the Presenting Partner of exchange4media Conclave.
In the first half of the day, Hernan Sanchez Niera, CEO, Havas Media Intelligence tackles the subject ‘Of Meaningful Communications’.
According to Niera, “Traditionally, branding theory has been built in Anglo-Saxon markets with the understanding that consumer demand for products would never stop growing. Marketing and advertising’s role was to isolate consumer "segments" and focus on hitting these "targets". Another basic way to build awareness was to apply "carpet bombing" techniques that enabled the brands to have a huge impact on a consumer who´s attention was totally captured by mass media. This model is showing significant decreasing returns for brands. In this new era, we have to re write our approach to, and our definition of, success.”
The second half of the day would see Starcom MediaVest Group’s EVP for Emerging Markets that include India and CEO for SMG France, Thierry Jadot speak on ‘Making Marketing Communications More Effective’.
While it has become fashionable to say communications planning instead of media planning, is the industry investing the right tools and research to create relevant touch points of connecting with the Connected Audience. Jadot will present a view on global examples of success, and some examples that the Indian industry can benefit from.
The exchange4media Conclave is the only national forum that is dedicated to the media service brands part of the advertising business. In addition to media service brands, the exchange4media Conclave has advertisers at its core. The Conclave brings under scanner various aspects that impact these two sections including the business structure of media service brands and the media environment media agencies and advertisers operate in while communicating with consumers.
The exchange4media Group organises its flagship event exchange4media Conclave every year, as an attempt to bring industry stakeholders – corporates, media service brands and media owners - on the same platform to discuss the changing global communication industry, with specific focus on India.
Taking off from the event last year, where the discussions focussed on ‘Rebooting the Indian Media and Advertising Industry’, the theme of the event this year is:
Reshaping Media Priorities for the New Marketing Era
The exchange4media Conclave 2011 would take place in two cities -- New Delhi and Mumbai.