Home >> Advertising >> Article

Millward Brown discusses weaving context into content

04-March-2011
Font Size   16
Millward Brown discusses weaving context into content

Millward Brown, a global research company specialising in advertising, marketing communications, media and brand equity research, held a captivating session on Worldwide Mesh - Weaving the Context into Content. The session began with Gordon Pincott, Chairman, Global Solutions, who also unveiled officially Millward Brown’s two new brands – Firefly Millward Brown (their global qualitative practice) and Millward Brown Digital.

Pincott talked about the power behind integrated solutions thinking. He stressed on understanding the marketing communications in its entirety and not just a part of it. He said, “The world is moving fast and its complex so one needs to be beware of silos. The skills in the industry too are changing and there is need for more forward looking people.” He pointed that database was important as multiple data helped in providing fuller picture. He also talked about integration that built genuine consumer insight as multiple views of the world be it quantitative, qualitative and biometric are all essential.

Rakesh Kumar, Regional Head, Firefly Millward Brown, and Christopher Madison, Regional Director, Digital Strategy, then decoded for the audience ‘Language of Love’, which is a global social media study on how brands can successfully integrate social media into their brand strategies.

Madison made relevant points on how social media has changed the brand-consumer dynamics, how to deal with change in social media space and how everyone is talking about social media as the big thing, but don’t know how to use it for their brands. He said, “There is a step-by-step development process in the social media space and the key to remember is stop thinking in terms of campaign and think conversation.” He said that social media was measurable and cost effective, but its synergy with TV must not be overlooked. “Brands still are awkward of building their brand in this space so there is a need to engage consumers to get more out of this medium,” added Madison.

Kumar talked about being selective and choose wisely when operating in this space. He said, “Be it positive or negative talk on this space one has to engage consumers in the right way and then take corrective measures to change the negative into positive. Most important is to listen to the consumers by giving them control.” Listing the global secret formula of success in this space, he named- virtual gifts, posts by fans, contests and giveaways, free downloads, sales, discounts and coupons and photos and images.

Shiv Moulee, Chief Client Officer, India at Millward Brown, talked about synthesising data from BrandZ and Millward Brown’s tracking database to address challenges brands face in today’s ‘Attention Economy’. He said, “Integration is truly the future and the need is to go beyond projects and bring synthesis across disciplines.”

He also brought an interesting aspect that today many people remember stories that is told by advertising, but they don’t remember them as brand stories, which is primarily because the ad is made by the whole idea of gaining attention and not really integrating the brand story while just thinking of bringing shock or just being different. He said, “The challenge of attention economy can be met by staying close to the core of the brand, make the distinction between ad that is different and ads that make a brand stand apart. Often it is not about an execution or a campaign, but a concept that is the unifying thread which bring clarity of purpose.”

 

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

Experts from the advertising industry revealed their mantra for publishers at a recent event held in Delhi

Competition Vs Collaboration. Experts discuss which will help both digital and traditional media produce best results

He is said to be considering various offers and will take a decision soon