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Agency honchos set eyes on the 'future of marketing'

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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.

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