Commoditisation of markets have opened up a gamut of opportunities for idea creators and the ones who will differentiate their offering from the rest, via either very sharp idea or a sharper amplification will rule the roost in the creative Industry. This is the over-arching message that Neeraj Sanan, CMO and Head - Distribution, ABP News, has for the experiential marketing industry.
Sanan opined that in the changing media landscape no one really knows what is working and what is not, so there is a space where people are accepting ideas and are experimenting – the power of ideas is becoming even more and more accentuated and the ones who would execute these powerful ideas are the ones who would reap the benefits in the future.
He, however, points out two major needs that any creative outfit will have to consider – the creative idea and the media impression. These needs arise from what brand managers today are really looking for. “If you look from a brand’s perspective, a brand manager wants to create buzz for his/ her brand regardless of the medium. If your idea is not that differentiated, then you have to look at amplification of it through innovative media usage,” he said.
Sanan cited examples of campaigns by TNT, Carlsberg and Blood Relations to elaborate his point. “It is difficult to say if this is an idea of a creative agency or a BTL agency with brilliant execution, or an amazing AV by a production house. It’s an integrated idea that appeals to the consumers and brands that are doing activations and integrated marketing. Brands are not thinking about the mediums, they are thinking about ideas," he added.
Speaking further on the power of idea, Sanan mentioned Anna Hazare, who has struck a chord with the citizens of India with his fight against corruption.
According to him, event agencies should partner with media channels to provide amplification of events and better value to the client. “Today, channels are looking at that kind of content. It helps both the entities benefit from the association,” he added.
“Integrated offering” is what brands need today and agencies need to deliver that in order to partner with brands more effectively, concluded Sanan.
Neeraj Sanan was speaking at the CMO panel organised by exchange4media Group at the fifth annual convention of Events and Experiential Marketing Association (EEMA) – EEMAGINE 2012. The other speakers in the panel included Ranjivjit Singh, CMO, HP PSG; noted marketer Lloyd Mathias; and Sameer Tobaccowala, CEO, Shobiz Experiential Communications. The session was moderated by Annurag Batra, Chairman and Editor-in-Chief, exchange4media Group. EEMAGINE 2012 is being held in New Delhi over three days – July 28, 29, 30.