In an increasingly evolving world, technology touches the lives of all of us in numerous ways, the all-encompassing stride of technological innovations have resulted in a monumental shift in marketers' approach towards an evolving culture of confluence. While innovation and new media have become the mantra for the day, the big question of merging data with content, or qualitative methods with quantitative remains exceedingly relevant.
Forecasting future marketing trends
The exchange4media Conclave 2014 centres around the theme ‘Marketing: The Future Is Technology.’ (http://www.exchange4media.com/Conclave2014/index.html) The core challenges for agencies are re-inventing the old communications model and re-framing old methods of storytelling through the lens of technology in the dynamic social media landscape.
Befitting the theme, exchange4media has brought together the most respected minds of media, marketing and communications industry. These thought leaders have propagated forward-facing change through technology in ground-breaking ways in their respective spheres.
Media is continuously abuzz and even obsessed with the next big wave in marketing driven by technology, be it crowd-sourced content, wearable tech, Internet of Things, Big Data, adaptive marketing, mobile marketing, etc. It is perhaps time to watch for the buzzword as spoken by acclaimed global leaders who have pioneered and achieved change in the media and marketing space through insight as well as foresight.
With 4.2 billion people using mobile devices to access social media sites, 91% of adults using social media regularly, and 90% of mobile searches leading to action and over half lead to purchase, this paradigm shift has ensured that brands leverage technology to the maximum.
Global leaders on one stage
This year, the keynote speaker is one of the most eminent media leaders in the world, Tim Andree, Executive Chairman, Dentsu Aegis Network & Executive Vice President, Member of the Board, Dentsu Inc.
Named “Agency Innovator” by The Internationalist, Andree has taken Dentsu Aegis Network to greater heights since he joined in 2006 as CEO of Dentsu America.
Keeping pace with changes in technology, Dentsu Aegis Network’s iProspect develops cutting edge mobile strategy & web analytics across countries while Dentsu Razorfish has taken a central role in developing data research & Next Generation Communication Platform for integrated communication between brands and consumers. At Cannes Lions 2014, Dentsu Tokyo won the Titanium Grand Prix for “Sound of Honda/Ayrton Senna 1989.” Dentsu used data captured from a record breaking lap by famed F1 auto racer Senna in 1989 to re-enact that lap with lights and sound.
Among other global marketing leaders, Ashutosh Srivastava, Chairman & CEO, APAC & Emerging Markets, Mindshare, is slated to speak at the Conclave. Srivastava helped set up Mindshare India in 2001. Interestingly Mindshare is at the forefront of adaptive marketing and has developed The Loop – a data infused ‘war room’. The Loop, a physical room and also a cultural change in working practice, is already operational in the US and further ‘Loops’ will be installed in Austria, China, France, Germany, India, Ireland, Mexico, the Netherlands, Poland, Singapore, Turkey, the UK and the agency’ s Worldwide office in London. In ‘strategy mode’, The Loop enables collaborative and adaptive decision making through the mixing of fast and slow data across a spectrum of different disciplines, In ‘campaign mode’, Mindshare takes third party data feeds and tools and combines them with industry leading proprietary media spend, performance tracking and intelligence systems, to provide instantly actionable insight that can be executed in real time across paid media, all backed up by the power of Twitter data.
Other speakers include Geetu Verma, Executive Director, Foods & Refreshment, Hindustan Unilever, Michael Wall, Global CEO, Lowe & Partners, Mike Cooper, World Wide CEO, PHD.
Verma has over twenty five years of marketing, business and innovation experience in leading FMCG firms. Forbes recently named HUL one the most innovative companies in India. HUL has consistently used technology to work effectively for its customers while also leveraging technology for sustainable living, which especially is the need of the hour in an emerging market like India.
Lowe & Partners’ Michael Wall has worked at DMB&B, Lowe and TBWA across a variety of clients from Tesco and the “Every little Helps” campaign to the launch and management of Sony PlayStation across Europe. Lowe has been particularly successful in adapting cultural and regional insights into marketing analysis. Lowe Open and Lowe Counsel are pioneers in forecasting technological shifts in media and marketing, as well as merging technology with creativity in the way that it becomes contextual, future facing and locally relevant.
The line-up of speakers includes another remarkable global leader, Mike Cooper, who became CEO of PHD Worldwide in 2007 and is responsible for growing the network, which today has over 70 offices in 62 countries worldwide.
One of the most celebrated campaigns at Cannes this year, winning 3 Gold Lions, Kan Khajura Tesan was a highly successful collaboration between HUL, Lowe & PHD India. Kan Khajura Tesan is the first fully advertiser funded mobile based entertainment-on-demand initiative in India. This initiative was first piloted in Bihar and due to its technologically sound collaboration and consumer relevance has been extended across India.
Vikram Sakhuja, Global CEO, Maxus widely recognised as one of the most influential figures in media and marketing today is the other celebrated speaker at Conclave this year. He joined GroupM in 2002 as Managing Director of Mindshare Fulcrum. He was subsequently elevated to the position of MD of Mindshare South Asia before being appointed as the South Asia CEO for GroupM. Recma has named Maxus as the fastest-growing media agency network for the last five years. Sakhuja is a strong advocate of new media marketing concepts of adaptive marketing and programmatic buying which are fast becoming more relevant and pervasive in Indian markets.
Another prolific media professional, Vishnu Mohan, CEO, APAC Havas Media, who built the media network from scratch for Havas Group in Asia in 2005, will be speaking at the Conclave this year. The network has continued to grow tremendously under his watchful eye through new business and expansion. Today as the CEO of Havas Media Group Asia Pacific, he oversees offices in 17 countries in the region, spanning across 25 cities.
Leveraging technology for marketing is the forte of each of these speakers and they are set to redefine the true essence of confluence in media at exchange4media Conclave 2014.
The exchange4media conclave will take place in Mumbai on Tuesday 30th September.
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