Top Story


Home >> Marketing >> Article

Agency honchos set eyes on the 'future of marketing'

Font Size   16
Agency honchos set eyes on the 'future of marketing'

With the umbrella theme of ‘Marketing: The future is technology,’ the exchange4media conclave 2014 is set to welcome global thought leaders.

Befitting the theme, exchange4media has brought together the most accomplished names in media and marketing from around the world.

The stellar line-up of speakers include Tim Andree, Executive Chairman, Dentsu Aegis Network & Executive Vice President, Member of The Board, Dentsu Inc, who will be the Keynote Speaker this year; Geetu Verma, Executive Director, Foods & Refreshment, Hindustan Unilever, John Sheehy, President, Global Operations, Starcom Mediavest, Michael Wall, Global CEO, Lowe & Partners, Mike Cooper, Worldwide CEO, PHD, Vikram Sakhuja, Global CEO, Maxus and Vishnu Mohan, CEO, APAC Havas Media.

The theme of the Conclave this year, ‘Marketing: The Future is Technology,’ has generated a buzz within the media fraternity.

“We are seeing an increasing number of our clients bring technology into their marketing functions. We are hiring a lot more people from technology and product companies today than ever before. And thankfully, the fresh recruits who are our future leaders, are a lot more tech-savvy. Having said that, ultimately ours is an ideas business and there is nothing more powerful than a strong brand idea. The trick is to ensure technology doesn't kill creativity,” said CVL Srinivas, CEO, GroupM South Asia, commenting on the conclave theme.

Carrying Srinivas’ remark on the emergence of technology in all aspects of brand building further, Joseph George, CEO, Lowe Lintas and Partners India said, “Brands need to understand technology because that is the only way to understand and converse with consumers. Technology is a means and not an end in itself. It was a medium yesterday, but a way of life today. Technology is the only way a marketer can today converse, engage and involve consumers with his ideas. The fact that we can now reach out to consumers in a multitude of different ways should be a cause for celebration rather than debating the pluses and minuses of broadcast communication versus digital technology. They are both incredibly valuable in creating passionate relationships for audiences with their brands.”

In context of this year’s theme which will raise the question of the confluence of creativity and technology, K V Sridhar, Chief Creative Officer, SapientNitro said, “Creativity and technology are two sides of the same coin. One cannot exist without the other. Technology-driven collaborations are the future of communication.  The Conclave theme is extremely relevant technology is indeed the future of marketing, there is no other way.”

Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot India is of the opinion that it is always a welcome idea to talk about the future and when many points of view come on board it helps the fence sitters to make up their minds. “There hasn’t been happy bonding between creative & digital but there has been bit of maturity seen in both parties in last two years. When it comes to digital, people who know the medium inside-out will be a far more practical choice. Though ideas will be core of our business, it's very important to understand a medium to maximise it,” remarked Padhi.

A flagship event of exchange4media Group, the Conclave has been widely recognised as a national forum that aims 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.

To know more, please click below:


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.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking