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MICA conducts India's first workshop on 'Understanding AORs'

29-November-2002
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MICA conducts India's first workshop on 'Understanding AORs'

The first of its kind in India, MICA's workshop on 'Understanding AORs' was organized at the Centre for Media Studies, New Delhi from 25-27 November. The real world experts drawn from the advertising and media industry through a series of interactive sessions focused on the AOR business and the challenges ahead.

It proved to be a thirst quencher for those looking for proprietary media knowledge and advance their understanding of AORs. The audience was drawn from the senior level media management and planning professionals from organizations including Hindustan Times, NavBharat, Hero Honda, Enterprise Nexus and SSC&B besides others.

The workshop started with Sandip Tarkas, President of the newly formed Media Planning Group in India, as the keynote speaker. Tarkas enlightened the participants on the background and evolution of the AORs in India.

The session by CVL Srinivas, COO of Madison-North, touched the subject of media auditing which has become the latest buzzword in the AOR business. Srinivas raised the issue of third party auditing and cross-checking of benchmarks/operations involved to make the whole business of media more transparent and credible.

Another notable speaker Suresh Balakrishnan, Executive Vice President, Initiative Media, Mumbai enthralled the audience with his gripping presentation on the history of media buying in India and the emerging trends which are going to guide the shape of industry practices in future.

Prof. Anand Kalidas of MICA made an exhaustive presentation on the media planning proprietary tools. He emphasized on the need to develop more and more such tools here in India instead of sourcing them from US or Europe besides informing the audience on the latest systems of tracking ad effectiveness.

The concluding session on the changing marketing and media paradigms was addressed by Amit Agnihotri, co-founder of exchange4media. The audience was involved in some intense discussion on the issue raised by Agnihotri that advertising is been seen as content too resulting in some blatant ad innovations. Everyone agreed that the reader's feedback should be given due weightage before embarking on such exercise.

Speaking to exchange4media about the workshop, S Radhakrishnan, General Manager-Media of Enterprise Nexus, New Delhi who was one of the participants said, "It's a welcome development which recognizes the growing AOR business in India. These kind of events help in understanding the view points of the other senior professionals on the complexities and trends of the business."

Vivek Syal, Sr. Manager-Publicity of Hero Honda Motors appreciating the MICA initiative said, "This workshop has been quite useful in getting an overall perspective of the way the media industry operates. Besides that I got some insights in the future trends which can prove to be quite handy in working out communication plans for our brands."

Encouraged by the positive response, MICA plans to organize such more kinds of AOR workshops in the future. MICA has been conducting Professional Development Programmes (PDPs) in the areas of Strategic Media Management, Media Planning and Marketing, Marketing, Marketing Research, Account Management, Brand Management and the like besides company specific programmes already.

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