The post lunch session of the WFA/ISA Global Advertiser Conference saw speakers stressing on the importance measurement plays for marketers and brand managers. Six speakers covered topics such as importance of measurement and the role of social and environmental commitment from brands.
The afternoon session began with a presentation by Jon Wilkins, Group Founding Partner of Naked Communications. Sharing insights from some of the brands that he has worked on over the years, Wilkins stressed on the need for actively involving consumers in any brand’s communication.
Citing examples of the works for Sony Bravia, Nike and ICI Dulux, he explained the importance of engaging the consumer across all touch points. Elaborating with the case study on Dulux, Wilkins talked about how his agency changed the positioning of Dulux from that of a paint brand to a colour help service. “For this new positioning, we created a multimedia campaign that encompassed the Internet, outdoor, television and other mediums to drive home the point,” he added.
Stephen Loerke, MD, World Federation of Advertisers (WFA), talked about the importance of ‘Consumer Centric Holistic Measurement’ for brands and marketers. Noting that WFA was championing the cause of advertisers freely, Loerke said that it was also trying to get better value for advertisers from their campaigns.
Elaborating on the need for more measurement, he said, “There are more pressures in the business space these days, which in turn leads to more accountability in the marketing space. Moreover, people are consuming more media than ever before, which again adds to the need for measuring it.” In his presentation, Loerke cited the examples of Apollo in the US and Touchpoints in the UK that are being developed as tools for holistic measurement of brands to bridge the various measurement tools in existence to measure traditional mediums.
Steve Simpson, Head, GroupM Business Science, also stressed on the need for measurement of marketing effectiveness in the present scenario. He believes there are five keys in achieving that – people, objectives, measurement, optimisation, and monitoring. Observing that effectiveness of a marketing campaign could be achieved only with the support of all the five keys, Simpson added that CEOs and CFOs should help in identifying the incremental brand building efforts and also quantify business drivers in financial terms. He also stressed on increased investment on the highest performing initiatives, along with tracking and ensuring course correction on an ongoing basis.
Gunjan Srivatsava, Senior Director-Marketing, Philips Consumer Lifestyle, presented his brand’s case as an example to talk about engagement driven by consumer insight, while Julie Howden, Nutrition and Public Affairs Senior Advisor, Kellogg Asia, talked on how “With engagement comes responsibility” for the company and its brands.
In his valedictory address, Doug Baillie, CEO, Hindustan Unilever Ltd, spoke on ‘Synergising rational and emotional benefits with social benefits’. Citing the societal and environmental works undertaken by HUL over the years, Baillie illustrated the importance of these initiatives for companies.
“Nowadays, your average consumer is concerned about a brand’s environment and health consciousness before buying or endorsing it. So, brands have to take the initiatives and, most importantly, stand for the values they propagate,” he added.