Home >> Advertising >> Article

Move from ‘big ideas’ to ‘long ideas’: Nick Vale

05-April-2013
Font Size   16
Move from ‘big ideas’ to ‘long ideas’: Nick Vale

 

Nick Vale, Global Planning Director, Maxus spoke to an enthusiastic audience on ‘What does great work look like’ in a seminar on the second day of Goafest 2013.

He started with the premise of sticking to the basics in communication and keeping in mind the essentials that communication all is about people and ideas. He also emphasised upon honing the ability to drive simplicity in a complex communication situation.

Vale went on to talk about some of the factors that he thought play an integral role in creating great work…

Movement from ‘big ideas’ to ‘long ideas’, was the first factor Vale enlisted “Anything that is big is not a measure for it being good or great. A long idea is the strategic ability to travel across medium,” he added, giving examples of the Nike Plus campaign and American Express’s creation of Facebook hub called ‘Small business Saturday’, which was a great success.

He urged marketers and agencies to use digital that lives beyond the screen. “Humanity has been trying to make technology easier to use. Media should use technology to augment humanity,” he said.

Vale urged agencies to use the best form of storytelling for brand across channels, “Storytelling is the core of our business. Smart media planning is all about understanding the medium which will tell brand story in the most engaging manner,” he said.

Lastly, he urged agencies to move from participation to scaled protagonism, “There is a difference between talking down to your consumer or talking with your consumer. Moreover, personalisation and customised communication will help unlock the creative potential of the consumer and encourage long-term engagement with the brand,” he concluded. 

Tags Nick Vale

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
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 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

With this partnership, Eros Now further enhances its distribution to the larger screen in India and then across Asia

The agency strengthens its portfolio winning the accounts of Lactalis Group’s Anik range, Germany’s Baby Sebamed, Wagh Bakri - Mili Tea, and brands from Emami Group

Sachin Jain says India is the third biggest market for the diamond brand, contributing 35% to its global business