Home >> Advertising >> Article

Senior advertising professionals get cynical about research

26-August-2002
Font Size   16
Senior advertising professionals get cynical about research

On a somewhat discordant note, top advertising professionals nearly concluded that formal, structured research adds no insights to improve consumer understanding. Piyush Pandey, National Creative Director, O&M, chuckled that none of his award winning creatives were based on formal research. He was speaking at the CII Marketing Summit, organized in New Delhi last week.

"I believe more in instinct. In most cases, research doesn't give any clear insight. Instead of formal research, we should look at consumer behavior around us," said Santosh Desai, Exec VP, McCann-Erickson.

Sniggered Pandey, "If research and processes were the answer (to great works), then all would be successful."

These comments were made during a session titled 'Generating more bang from the advertising buck' held as part of CII Marketing Summit, on August 22 in New Delhi. Strangely none of the panelist apart from panelist Jasmin Sohrabji, Sr VP, MediaCom, including the moderator Suhel Seth argued these observations. The panelists included Piyush Pandey, Santosh Desai, Jasmin Sohrabji. Ironically, as senior advertising professionals, most would have recommended many researches to their clients in their professional careers.

It is difficult to understand why a topic like 'Generating more bang from the marketing buck' had no marketers on the panel. When an audience member asked why other issues like Promotions were not discussed by the panel, Pandey roared, "A cricketer can only talk about cricket not Olympics."

Sohrabji however cited an example whereby television audience research was used to deliver a better plan. But she clearly was in a minority.

Addressing the main issue 'Generating more bang from the marketing buck,' Pandey decided to roll his tape that featured some fine advertising on brands like Fevicol and M-Seal. He said this was 'his way' of stretching the buck. He added that Fevicol for instance spent only Rs 3 crore but managed to deliver much greater bang.

Santosh Desai offered an advice to build Indian marketing theories, rather than borrow. "In US, every thing is a trend because they have a very short history. India is very unlike US. Our sensibilities and beliefs have been formed after centuries of churn. We need to keep that in mind. Obvious and apparent research findings have much deeper root. So our marketing theories should be built from the scratch."

Tags e4m

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

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye