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The battle for ‘Survival of the freshest’

10-April-2010
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The battle for ‘Survival of the freshest’

Day 2 of GoaFest 2010 saw eminent speakers dole out valuable information at the Knowledge & Learning sessions the theme of which was, ‘Survival of the Freshest’. Elaborating on the theme, Prime Focus’s Global Director Micheal Constantine and Grey Worldwide’s Chief Creative Officer Tim Mellor bought under the scanner details of the effectiveness criteria of advertising.

Constantine started off by stating the obvious: that Prime Focus faced a tough year 2009. However, the company used this time to even out their objectives and become braver to control the situation during the time.

Speaking further on the operations that Prime Focus is involved in, Constantine said that they could be called a production house or post-production house involved in films, ads and music creating new visuals and effects across mediums. He said, “During tough times, what we offered were reforms that offer new ideas with solutions for a way out which we termed as a ‘New Way’. However, we have not limited ourselves as just being a post-production agency or company, but have created a strong business model that has variety of geographies that covers a broader section globally.”

Constantine mentioned that Prime Focus was also involved in post production, design, VFX, 2D/3D conversion, and digital content services, among others.

Concluding on the 3D revolution, he commented, “‘Avatar’, the movie, has changed the 2D/3D picturisation of cinemas and will soon change the viewing patterns of television as well.”

Taking the stage next to give out his creative ‘gyaan’ was Tim Mellor of Grey Worldwide. Mellor focused on the high points of being famous and effectiveness of advertising. He commented, “It is not the way that advertising is done that matters, but what is of concern is the way advertising has been changing.”

His presentation focused on the keys points that determine the effectiveness of advertising – engaging, memorable and authentic. Mellor stressed that authenticity is the most important element and said, “When all these three elements get into advertising, the work gets timeless.”

Mellor elaborated these points with examples of timeless campaigns like Volkswagen, Coke and Toshiba. He also explained that there had been a change in charity advertising. He supported this point by showcasing ads of Samaritans and the British Heart Foundation. According to him, these ads were based on advertising that used broadcast targeted at the customers while the latter used advertising in conversation with the consumer.

Giving the example of Coke, he explained that it was a client like Coke who could produce corny ads shamelessly, but at the same time it created a buzz and appealed to the consumers. How do they do this? According to him, it was because they understood their consumers - their needs and wants. “They make their product available to their customers with other options that the customers would want the product with like pizza, sandwich or hotdogs, which goes hand in hand with the brand Coke. Famous advertising comes with famous brands that are ready to be shameless in their communication and I think that is a brilliant strategy,” he concluded.

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