One of the most ‘unique’ sessions at the Festival of Media 2010 was dedicated to nation brand building and how countries and coffees could be the global brands of tomorrow. The speakers included Maria Luisa Francoli, Global CEO, MPG; Turespana’s Enrique Ruiz de Lera; and Juan Valdez Cafe’s Luis Fernando Samper.
Maarten L Albarda, who until recently was Worldwide Director, Media and Communication Innovation, Coca-Cola Company, is now the VP, Global Connections, Anheuser-Busch InBev (ABInBev) – the company that owns beer brands such as Budweiser, Becks and Stella Artois. ABInBev has developed a fourth muscle of late – the marketing muscle – and Albarda spoke to the audience at the Festival of Media on what that signified and what the final means and end of that route were.
Sakal Group’s AgroWon, touted as India’s first news daily devoted to agriculture, completed five years on April 19, 2010. The paper has now gone online with an e-edition that focuses on second generation farmers. Marathi language AgroWon now plans to expand outside Maharashtra in other languages as well. exchange4media finds out more about the paper’s plans from Uday Jadhav, COO, Sakal Media.
Many delegates at the Festival of Media complimented C Squared for making it through the tough spot that the festival was in, but many also pointed out that the subdued audience due to the travel situation in Europe was a dampener despite the efforts. That said, the Festival of Media 2010 managed to finish Day One on a positive note, and the agenda for Day Two looked interesting as well.
Microsoft Advertising’s Vice President, Global Agencies, Mark Bresseel, was candid enough in his address at the Festival of Media 2010 to state that it was a tough journey for anyone to convey to brands and agencies that technology was becoming very key to communication. Most of them still said, ‘they don’t do social’ or wondered why they should be on digital platforms.
Insights, content and connection - ViVaki’s Managing Partner Jack Klues based his conversation with the audience at the Festival of Media 2010 on these factors. Sharing the examples of client Coca-Cola, Klues said that the future was about mining new sources of data, and then engaging people in a contextually relevant manner. He also said that there was a need to reframe relationships with media owners and leverage them into inspire new and breakthrough content.
Finalists of the One Show and One Show Design have been announced. Twenty-one Indian entries have made it to the finalists’ list for One Show Awards, while the One Show Design finalists’ list features 16 Indian entries. The One Show Design and One Show awards ceremony will be held in New York on May 10 and May 13, respectively.
Jimmy Wales, Founder, Wikipedia undertook a 24-hour bus ride to reach Valencia from London. Wales was the opening Keynote Speaker of Festival of Media 2010 and in the hour that he spent, highlighted some of the reasons that led for Wikipedia to be one of internet’s most successful experiments.
Twitter had announced its new advertising model by launching the first phase of ‘Promoted Tweets’, which are ordinary tweets that businesses and organisations want to highlight to a wider group of users. However, the Indian market is waiting to see how the West fares with this new model. exchange4media gets the industry players’ views on this.
Unlike adults, whose preferences and entertainment needs are largely set, kids’ preferences and content affinities are constantly evolving, based on their experiences, exposure levels and influences. It is a delightful challenge to provide engaging, inclusive and responsible content to kids at varying life stages in the 4-14 year age group. Their entertainment needs are naturally varied, and with the three channels that we have, it is something that we aim to satiate.