Unveiling the theme for exchange4media's first edition of Conclave-South

The first e4m Conclave- South will be hosted in Bangalore on December 1, 2017. The theme of discussion at the event is ‘Making Brands Purposeful’

exchange4media News Service 21-November-2017

The exchange4media Group has extended the reach of its flagship event, the exchange4media Conclave, to South this year launching a Southern edition for the first time in the event’s history. The first e4m Conclave- South will be hosted in Bangalore on December 1, 2017. The theme of discussion at the event is ‘Making Brands Purposeful.’

The e4m Conclave enjoys the reputation of being a forward–looking exercise that strongly influences the direction taken by marketers in the coming year. With the changing eco-system and increased complexities in the world of advertising and marketing, brands face tremendous pressure to stay relevant and deliver purpose to consumers. It has been proven beyond doubt that brands that are purposeful and effect a positive impact are loved and invested-in by consumers.

exchange4media spoke to some industry experts about the theme and its relevance in today’s world. K Madhavan, Founder Member & Managing Director of Peps Industries, said, “This is a very apt topic to discuss. It is mandatory for a brand to have a purpose. Today consumerism is at its apex with customers' buying capabilities rising exponentially. Whatever the brand maybe, it needs to have uniqueness. If your brand doesn’t have a differentiator and only the product has differentiation, then it won’t be enough to compete in the market. That differentiation is provided by the brands’ purpose.”

Aditya Save, Co-founder of Agilio, said that brands cannot exist in isolation. “This helps them remain relevant. Good brands will always look at differentiators. Humans love to belong to something. Brands can explore that cause then build a rational bond in between the people and brand. When there is a need based brand then the proximity will increase between a customer and the brand. Brands should be able to define category sustainability,” he said.

Karan Kumar, CMO of Fab India, said that brands should not exist without a purpose. “These days, features are being sold. Purpose cannot be to monetize the product value. Brands with a purpose will always win. Customers come only when it has a story, essence or a purpose that the customers can resonate with. Feature lead product marketing has never been successful. The same feature or better can be found in another brand or product. Purpose provides that uniqueness to a brand which helps a brand go a long way,” he said.

The event is being partnered by Deccan Herald (Presenting partner,) Colors (Powered by partner,) MM Online (Online partner,) Indianexpress.com (Co-Gold partner) and Asianet News Network (Associate partner.) It is also being supported by the Advertising Club Bangalore, the Advertising Club Madras and the Pepper Creative Awards Trust, Kerala.

Further details on the event are available on: http://events.exchange4media.com/conclave-south-2017/
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Dr Verghese Kurien was the original marketer of his kind: Shashi Sinha, IPG Mediabrands, India

Shashi Sinha, CEO, IPG Mediabrands India, during his address at the recently concluded exchange4media Conclave - South talked about how working with Amul and Dr Verghese Kurien changed his life

exchange4media News Service 05-December-2017

No brand can be complete without the people behind it, stated Shashi Sinha, CEO, IPG Mediabrands India, during his address on ‘Humanising Brands: Make Them Believe’ at the recently concluded exchange4media Conclave - South. He spoke about Amul and how working with Dr Verghese Kurien, founder chairman of the Gujarat Co-operative Milk Marketing Federation (GCMMF), was a revelation.

During his address he regaled the audience with anecdotes from his working experience with Amul and Dr Kurien. He started off how in July '86 the technologist walked in unannounced at Sinha’s office. With his bosses out of the country, Sinha who was working at a junior position attended to him with a few other colleagues. During the discussion, the technologist asked about Amul butter and the corporate values. Unimpressed with the answers, he asked Sinha to take up a refresher course at an institute in Anand and go around the system for a few days which involved collection of milk in the villages to working in the factory. Towards the end, Dr Kurien decided to work with him with a list of conditions. Sinha recalled, “He said that ‘we will start small. I don’t hire easily, don’t fire easily. Whatever you say I will approve. As many mistakes are allowed. Have conviction. Be clear in what you are doing. I have zero tolerance for financial laundering'.”

That’s how Sinha grew from strength to strength with their brand called Amulya, which is now worth Rs 500 crore. He proudly said, “Amul is the only brand that works on 15 per cent commission.”

Sinha also informed that the brand Amul is bigger than GCMMF which is worth Rs 28000 crore, “This is because the way cooperation is structured is there are multiple companies who sell milk directly. In Gujarat the milk is sold through dairies themselves. Brand Amul is another 10,000 crore more i.e. Rs 38,000 crore. It’s the largest food brand in the country, all built by people.”

He added, “More than the scale and the size of the company the story is about how it runs and was built. Those values are still intact. In my mind Dr Kurien was the original marketer of his kind. He was not a trained marketer. Today marketers talk of master brand. Dr Kurien without referring to master brand created that concept for Amul. For a man who is a technologist to understand the principles of marketing and branding which is taught at business schools in India is a great story to tell.”

Kurien also taught Sinha to hire people for attitude. “They believe in consistency. Amul doesn't believe in building huge hierarchy. The top people have been there for long.”

The CEO also talked about Dr Kurien insisting on being Indian and giving back to the farmers. “Amul’s philosophy was cheap prices to consumers and full money back to the farmer. So the middle sections were meant to be functional and limited money. This company’s advertising and sales promotion stands at 1 per cent even today. Philosophy was to spend less money but do it consistently."

With his anecdotes Sinha showed how Dr Kurien was ahead of his times when it came to marketing. This was during the show ‘Sri Krishna’in ’89 when he was furious with so many Amul ads continuously playing on DD National. He said, “Dr Kurien wanted one ad for Amul speaking what it stands for. He didn’t allow 10 commercials running on the same program. Also he was fed up of ads.”

At this point he suggested Sinha to go and buy all the spots ‘Don’t allow any ads in the spot. I will pay for it but you let a ticker run saying that it’s an advertising free program thanks to Amul.”

He also talked about Amul’s movie ‘Manthan’ and how the farmers of GCMMF were its producers. He went on about how Dr Kurien picked up ‘The Taste of India’ concept and put it out. Between these two themes- women empowerment Manthan theme and Taste of India- Sinha spent 50 per cent of their budgets.

He showed two similar themed commercials of Amul which was 10 years apart, emphasising on consistency. Amul hoardings have become legends now, which are being levered to print.

He concluded the session on how Indians should be proud of Dr Kurien and the brand Amul. “To this day I am thrilled for that rainy day in '86 when Dr Kurien walked into our office.”

This edition of exchange4media's flagship property was sponsored by Deccan Herald as it’s presenting partner and Colors as the powered by partner. The event was also sponsored by Indianexpress.com as the Gold Partner, Associate Partner - Asianet News Network, Co- Partner- Tribes Communication, Engagement Partner - WION, Community Partners - AD Club Bangalore, AD Club Madras, Pepper Creative Awards Trust -Kerala, Pickle Jar , Live Streaming Partner - 24 Frames Digital, Trade Media Partner - Realty Plus and Business Media Partner - BusinessWorld.
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It is important to let go of old mental models: CVL Srinivas

CVL Srinivas, Country Manager WPP and CEO GroupM South Asia, was speaking about the importance of rewiring the marketing value chain to build purposeful brands at the recently held exchange4media Conclave South in Bengaluru

Ruhail Amin 05-December-2017

It is important to let go of old mental models. Clients are struggling to build businesses but a lot of industry time is going in measuring output instead of focusing on trying to build the outcome, expressed CVL Srinivas, Country Manager WPP and CEO GroupM South Asia as he delivered the keynote on the importance of rewiring the marketing value chain to build purposeful brands at the recently held exchange4media Conclave South.

According to Srinivas, there are four major areas where challenges are building up for brand owners and marketers. One is the consumer itself, which is central to this problem and also the solution in a sense. The other is competition of all shapes and sizes in a country like India where a lot of structural changes are going on. Third is the new policies being announced and the country moving from an informal to a formal economy, while the fourth dimension according to Srinivas is the massive expansion of data and insights where everyone is leaving trails of information.

“One of the most interesting reports that has come out recently is the Kantar Millward Brown Report on marketing in the world of 24-hour data. They have done research across countries and looked at the Kantar World Panel Data to try to outline what are the key principles today to drive brand growth. First and foremost they say that today brand owners need to act quickly to gain competitive advantage. It is not just about real time brand tracking or real time listening but also taking action. The second is the importance of salience for brand growth, according to the report there is high correlation between brands that are salient and brands that do well," said Srinivas 
Srinivas stated that if one looks at these principles that have been laid out in the Kantar Report about managing brands, marketers today not only need fast access to metrics that matter but they need to understand that not all measures need to be 'measured' all the time. In his view, the trick is to be able to pick up metrics that drive your brand or your category and having the right technology, processes and systems to focus on those.

Underling the biggest challenges that brand owners are facing today, he further said, “Brand owners are facing the challenge of profitable growth and that is reflecting in cost pressures. It is also leading to a lot more uncertainty. Also, most brand organisations and agencies have got extremely siloed. Very often there is transmission loss because of this and it leads to organisations becoming lot slower."

Speaking about how rewiring marketing value chain can become a reality for organisations, Srinivas explained, “Firstly I think it is important to let go of old mental models. Clients are struggling to build businesses and grow their volume share and I still think that a lot of industry time is going in measuring output when all of us need to be focusing on trying to build the outcome. The second one is to break the silos and this is easier said than done. Lastly, I would say we live in an age of specialisation and it is important to learn to leverage the partnership ecosystem."
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The future looks bright, the economy is bouncing back: Hemant Malik, Divisional Chief Executive, Foods Business, ITC

Malik delivered the keynote address on Friday at the first edition of the exchange4media Conclave - South

exchange4media News Service 04-December-2017

Media shapes consumer sentiment because consumers tend to look at the latest information available to them and project from there said Hemant Malik, Divisional Chief Executive, Foods Business, ITC, while delivering the keynote address in the recently concluded exchange4media Conclave - South. 
Talking about ‘Managing Consumer Sentiment During Times of Uncertainty Malik highlighted that the consumer sentiment is very important because an individual consumer’s feeling about her/his own current financial health reflects on the short-term economy and has implications on long-term economic  growth.  This was best noticed in the 2015 noodle segment crisis. A ban on the market leader in the noodles segment led to a huge negative sentiment in 2015 and consumers left the market. “While Nestle was impacted, this led to confusion among all brands and the entire segment which was worth Rs 3500 cr, came down to Rs 1000 cr,” recounted Malik at the event. 

He explained how Sunfeast Yippee, an ITC brand, had to fight the battle of managing the misinformation in the media. “Transparency became a very key feature of giving information through TVCs and the digital medium with the You Ask, We Answer Campaign.” He noted that Yippie was the only noodle brand that was not stopped from being sold in the market. While the market saw a drop, the reassurance communication made a difference in terms of Yippee Noodles gaining a higher share of the market, Malik shared.

Speaking about short-term negative impact of demonetisation on the business, and the teething problems with the implementation of GST he noted that consumer sentiment index saw a decline. “The year on year growth rate for the month of September has increased from 6% to 14% in 2017. Looking at the last five quarters, we notice a good growth story in Q2 and Q3 of last year, but after that we could not keep up the momentum. Even in Q3 post GST, we see an impact in both rural and urban consumer set. Therefore, the question we need to ask is: Is there an economic slowdown ahead or is this the start of exciting times?”

“In either case, we need to find the right strategy to deal with consumer sentiment,” he said. Citing the example of the demonetisation and GST phase, Malik said that ITC in fact increased marketing spends during this phase, and even launched new products.

Listing a few mantras for maintaining positive consumer sentiment he said, “Stay close to your customers and understand their behaviour. For example during demonetisation we focused on smaller SKUs because we understood that cash-strapped consumers will want to purchase smaller SKUs since they may not have enough cash for bigger SKUs.”

He drew attention to employee satisfaction and said, “Focus on your employees also because the negativity has a way of spreading through the organisation. We organised workshops for employees, recruited 270 people and noticed that our attrition has dropped dramatically.”

Malik noted that while cost-cutting is important during tough times, “let’s not make any knee-jerk reactions because cost-cutting is about strategic costs rather than capital costs.” Focus on improving efficiency; efficiency can improve by at least 10% year on year. Keep and eye on competition and learn from them, he advised.

“The future looks bright, the economy is bouncing back,” Malik said. He further said that FMCG consumption per capita as a percentage of GDP is just about 2%. He added that this share can increase. “We at ITC also believe that this space can grow at a CAGR of 15% over next 14 years which is a Rs 40-270 bn opportunity. We (ITC) want to be a Rs 100,000 cr business from our non-tobacco business, which means, we need to grow at 15-15.5%.”

Such growth projections demand commitment from the company and investments into the future of the company. Speaking about growth he said that it is important to integrate your company’s economic progress with India’s prosperity. “Businesses cannot succeed in societies that fail, we have to be competitive but we also have to focus on growth that enriches and does not plunder the environment.” He spoke about the success of the e-choupal model and the endeavour to plant trees around Bhadrachalam in Andhra Pradesh to extract wood-pulp without having to cut down trees. “You should have a passion for profitable growth but in a way that is sustainable, and inclusive,” he concluded.

This edition of exchange4media's flagship property was sponsored by Deccan Herald as it’s presenting partner and Colors as the powered  by partner.  The event was also sponsored by Indianexpress.com as  the Gold Partner, Associate Partner - Asianet News Network, Co- Partner- Tribes Communication, Engagement Partner - WION, Community Partners - AD Club Bangalore, AD Club Madras, Pepper Creative Awards Trust -Kerala, Pickle Jar , Live Streaming Partner - 24 Frames Digital, Trade Media Partner - Realty Plus and Business Media Partner - BusinessWorld.
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Announcing Hemant Malik as Keynote Speaker at e4m Conclave - South

exchange4media Conclave - South will be held in Bangalore on December 1.

exchange4media News Service 24-November-2017

exchange4media Conclave - South is just a week away! The Southern Edition of the exchange4media Group's flagship event, exchange4media Conclave promises a line-up of thought leaders and visionaries who will deliberate on the umbrella theme 'Making Brands Purposeful.' 
Among this line-up of eminent speakers is Hemant Malik, Divisional Chief Executive, Food Division, ITC Ltd. Malik will deliver the keynote address at the Conclave, setting the pace for the day.



Malik has been the Divisional Chief Executive of ITC’s Foods Business since October 2016. A lifer at ITC, Malik joined the organisation in 1989 from the campus, after completing his MBA from IIM Calcutta. 
He has served in multiple roles over his three-decade tenure at ITC. In 2002, he moved to ITC Foods, Bengaluru as the Head of Marketing. He was responsible for the creation and development of several prominent brands like Bingo, Sunfeast, Aashirvaad, Kitchens of India etc. He then moved to the ITC Head Office at Kolkata in May 2008 to head the Trade Marketing & Distribution Vertical for ITC FMCG. 
He was the Divisional Chief Executive, Trade Marketing & Distribution for ITC FMCG and before that he was the Divisional Chief Executive of ITC’s Tobacco Division. Over his career with ITC, Hemant has worked in various assignments across Tobacco, Lifestyle Retailing, Trade Marketing & Distribution and Foods Division of ITC.

The event is being partnered by Deccan Herald (Presenting partner,) Colors (Powered by partner,) MM Online (Online partner,) Indianexpress.com (Co-Gold partner) and Asianet News Network (Associate partner.) It is also being supported by the Advertising Club Bangalore, the Advertising Club Madras and the Pepper Creative Awards Trust, Kerala.
exchange4media Conclave - South will be held in Bangalore on December 1. For further details visit: http://events.exchange4media.com/conclave-south-2017/
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The 14th anniversary issue of PITCH magazine unveiled

The current issue examines Relevance, Reliability and Resilience as the key qualities that are essential for brands to possess to thrive in today’s competitive landscape

Jyotsna Sharma 01-November-2017

The 14th anniversary issue of PITCH magazine was unveiled at the 17th edition of the exchange4media Conclave in Mumbai on the 27th of October 2017.

PITCH was launched in 2003, and over the years has become the quintessential marketing magazine. The magazine takes a close look at the evolving marketing, broadcasting and media paradigm. It provides incisive, in-depth reports, surveys, analyses and expert views on a variety of subjects.

The current issue examines Relevance, Reliability and Resilience as the key qualities that are essential for brands to possess to thrive in today’s competitive landscape. A brand must resonate with its consumers, and the latest issue highlights key aspects every marketer must focus on to make his brand a success.

In the current global environment, even fields such as politics, business, and economics require these attributes. Dr. Shashi Tharoor’s article on ‘Brand India’ encompasses all three attributes.

Brand Virat Kohli is a prime example of ‘Relevance, Reliability and Resilience’.
Bunty Sajdeh, the CEO of Cornerstone in his interview with PITCH talks about brand Virat Kohli.

In this hyper-connected world, the rules of marketing are constantly evolving; the latest issue has columns by top marketers and industry leaders spotlighting these changes. They address the challenges and the opportunities of different facets of marketing and also bring into focus emerging trends in the field. They give sound advice that young marketers can benefit from.

Given the way digital marketing is rapidly evolving and has become integral to every marketing campaign this issue has a special feature on AI (Artificial Intelligence) by leaders in the field.

Features on ‘cinema advertising ‘, ‘the business of music’, and ‘festival marketing’ amongst others are also a part of the issue.

The unveiling of the magazine was done by the Chief Guest of the conclave, Dr Subhash Chandra -Rajya Sabha member and Chairman Zee and Essel Group, CVL Srinivas - Country Head, WPP India and CEO (South Asia) of GroupM, Raj Nayak - COO, Viacom18, Annurag Batra- Chairman & Editor in Chief, exchange4media and BW Businessworld and Nawal Ahuja- Co Founder & Director, exchange4media Group.

The conclave had eminent speakers and industry experts sharing insights on ‘Leveraging Open Innovation to Engage Consumers’, which was the theme of the event. The Keynote address was delivered by V. Vaidyanathan - Founder and Executive Chairman, Capital First Ltd, on the new challenges in the world of marketing in the light of the changing landscape.

In addition, the ‘2017 exchange4media influencer of the year award’ was conferred upon CVL Srinivas - Country Head, WPP India and CEO (South Asia) of GroupM by the chief guest Dr Subhash Chandra -Rajya Sabha member and Chairman Zee and Essel Group and Raj Nayak - COO, Viacom18.

The speakers included, Carter Murray - Worldwide CEO, FCB on ‘A Rising Tide: Why Diversity in Leadership Matters’.

Vani Gupta Dandia -Marketing Director, Indian Snacks, Foods, PepsiCo India in conversation with Carter Murray on diversity and lack of it in leadership.

Norm Johnston, Global CEO, FAST & Global Chief Digital Officer at Mindshare Worldwide on staying relevant in a hyper competitive media landscape.

Shriranga Sudhakara - M.D & Founder, VYOMA Technologies Pvt Ltd. on building brand loyalty through social media and DOOH integration.

Dr. A Velumani. Phd. - Chairman and MD, Thyrocare Technologies Ltd.
Chief guest, Dr Subhash Chandra -Rajya Sabha member and Chairman Zee and Essel Group on influencing the influencer.

There were panels on ‘The Road Ahead & How Digital is Complimenting Print’, moderated by Anita Nayyar – CEO India & South Asia, Havas Media and ‘Sports Marketing’ moderated by Gaurav Kalra – Senior Editor, ESPN Cric Info.

For more information on the latest issue of PITCH magazine write to Jyotsna.sharma@exchange4media.com
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Fans are the real heroes of sports economics: Sports panel, e4m Conclave 2017

The panel discussion on marketing through sports stressed on building an organic sporting community in India from the grassroots level

exchange4media News Service 01-November-2017

A panel discussion on ‘Marketing through Sports - sponsorship rights and must-haves to deliver marketing impact,’ was held recently at exchange4media Conclave. Moderator Gaurav Kalra – Senior Editor, ESPN Cric Info, shared insights on the topic.

Speakers for the session were Ajay Dang, Head – Marketing, UltraTech Cement, Vinit Karnik, Business Head - ESP Properties, GroupM and Uday Sodhi, Executive Vice President and Head – Digital Business, Sony LIV.

Karnik agreed that sports economy today has pace and momentum as there is a lot of passion for the domain by the people, but there needs to be a lot of changes implemented by broadcasters as well as advertisers. He reiterated that fans need to be kept at the centre as they are the real heroes of the game.

Kalra started the session with a focus on how digital sector has caused a major disruption in the game of sports marketing. Sodhi said how all types of sports are now being consumed on mobile phones which have caused innovation and disruption. “It is an interesting space. I have been in the field for over 17 years but since last three to four years, sports in digital have completely taken over the space. We are one of the largest broadcasters of football and cricket. Masses are consuming these games 24/7 live on app. I wonder what people are doing at 2.30 a.m. at night watching these matches. The number of people using the mobile screen to watch content is growing. In last 18 odd months, the number has increased. We are seeing a huge shift,” he said. Sodhi attributed this to decreasing prices of internet data packs and the fact that Indian homes mostly have single television screens and viewing sports on it takes a back seat.

Karnik then spoke about how broadcasters’ approach towards TV and mobile is totally different. He also said that they rely on social media, organic media and marketing to do good business in the sector.

Dang, bringing in the advertisers’ point of view, said that though sports generally evoke a lot of passion, India is not a sporting community essentially, except for cricket, but that’s changing. He also pointed out that advertising is easy for broadcasters with cricket because a strong fan base has been created over the years and the audience is evolved. A sport is now growing from schools to colleges and that’s what is important for the growth of sports economics.

While discussing the topic all speakers including the moderator of the session agreed that building sports begins at the grassroots. Broadcasters and advertisers both have to build communities around the same. The common contention of all speakers was that India does not have an organised structured programme to create sporting communities. Advertisers are constantly assessing the value of a sport that audiences attach to it. The world of advertisers will inherently follow the consumers.

The session ended by taking Dang’s advertising point of view. He concluded the discussion by saying that both advertisers and broadcasters should collaborate for best results.

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Voice technologies will change the way we interact with the internet: Norm Johnston

The digital world of the future will scarcely resemble the world today and the challenge will bring many opportunities, says Norm Johnston, Global CEO Mindshare FAST & Global Chief Digital Officer, Mindshare

Abhinn Shreshtha 06-November-2017

Norm Johnston, Global CEO of Mindshare FAST and Global Chief Digital Officer, Mindshare, has been a trailblazer in digital marketing. In Mumbai recently to speak at the exchange4media Conclave, we caught up with him for a discussion on the future of digital and the challenges still facing digital marketers. Excerpts:

1 You were among the pioneers in digital marketing. How has this space evolved since those early days?

When I first started, there were no standards online. There were just simple banner ads and digital media spends were just 0.005 per cent. It was all new, we were making it up as we went along because there were no rules. If you see now, you have mobile come along which has pretty much changed everything and then you have markets like the UK where digital spends are more than 50 per cent. The forecast is that, globally, digital spends will be 46 per cent by 2020. It has just fundamentally changed. When I started off, Google did not exist, Facebook did not exist and now you have these big, dominant players. China, which was not even on our radar during the early days, is possibly the biggest digital innovator.

I think it will change even more in the next couple of years as the pace of change is extrapolating and when you look at things like AI, VR, VR, voice, etc. we really are at just the beginning of the journey.

2 New technologies like Amazon’s Alexa are changing the way consumers interact with devices. How does this impact marketers and agencies?

I think (the entry of) Amazon is great. We need more competition (in the digital space.) You can almost feel Google and Facebook sucking up the oxygen in the room. 90 per cent of the growth in digital advertising over the last couple of years has gone to these two companies. Outside of China, they control 75 per cent of all digital. So, I think we really need some new players in this space. I think the emergence of Amazon and, arguably, the emergence of Oath is healthy and we are also looking at China and what Alibaba and Tencent do. Their own ambitions are really bold. They don’t want to be just a Chinese or Asian brand but want to grow elsewhere too.

3 You have spoken about how only 5 per cent of connected devices by 2020 will have a keyboard. Is this a challenge?

It is a huge challenge because the way you interact with brands will be fundamentally different. By default, you will need to use voice to talk to the device and the brand itself. In the US, 32 per cent of new mobile connections are cars, not smartphones. It (voice technology) changes the way we do search because of the way you search terms via voice is different than when you type out a query.

Of all the things that I see happening over the next 5 years, voice and the way we interact with the internet is probably one of the biggest changes.

4 Mindshare has been a big proponent of adaptive marketing. How would you explain the concept of adaptive marketing?

Adaptive marketing is actually based on a quote by Jack Welch. He said, “There are only two sources of competitive advantage - one is the ability to know more about your customers than your competition and the second is the ability to act faster on this information than your competition.”

It is our belief that, with the internet, you are sitting on the world’s biggest focus group. You have more information and with digital channels, the ability to act much faster on this information.

5 How do you ensure that a huge organization like Mindshare remains nimble and agile in this digital age?

We have to disrupt ourselves. It is not easy and it is uncomfortable at times but what I keep reminding our people is that there are two people in a garage in Bengaluru who are completely ready to undermine our business and disrupt it. You now get into areas like AI, where based on the data, around 50 per cent of the jobs will be lost in the next 10 years due to AI in the US.

What you need to understand is that even when you lean into these areas of disruption, it does not mean that something like an AI will take over the world; we will still need people. For all the great things AI can do, it does not come up with brilliant ideas. When we look at disrupting our business it is about recognizing the reality. We not only keep pace with it but try to accelerate beyond it and then create a structure around that future.

6 What do you think are the essential elements of a media agency of the future?

The essential elements of a media agency of the future is to manage and manipulate data. The nature of the people we hire has fundamentally changed where we now hire people who are comfortable with this. Another thing is a comfort level of coming up with new ideas rather than having people to tell you exactly what to do. I think what clients also need are people who will help them navigate what is becoming an increasingly complex ecosystem of things that need to be understood. Every week, Facebook, Google, WeChat, Snapchat, Alibaba and more develop a new product, function or feature. So, we need people who can take a look at this constantly evolving ecosystem.

7 What would you see is one of the biggest challenge in digital marketing right now?

I feel there is a constant tension in digital marketing, maybe because of the pace at which it is changing. We are constantly making sure that the foundation elements are strong. This year has seen a lot of it where we have worked to ensure that we have the right metrics, we have third-party verification, we have good viewability, brand safety and we’re tackling ad frauds.

For me, this is the biggest challenge, because if you do not do these things, you run the risk of killing the goose that is laying the golden egg. If you look at ad blocking for example; it has seen double-digit growth with over 600 million devices globally that have some form of ad blocking. In our industry, with our eagerness to advertise online, we can annoy people.

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Give confidence and celebrate brilliant women in the management: Carter Murray, Global CEO, FCB

Murray kicked-off the 17th edition of the exchange4media Conclave on Friday, October 27

exchange4media News Service 31-October-2017

Carter Murray, CEO of one of the largest advertising agencies in the world, FCB, kicked-off the 17th edition of the exchange4media Conclave on Friday, October 27. Murray delivered a keynote address on the topic: A Rising Tide: Why Diversity in Leadership Matters.

As a global leader, Murray said he has been spending a lot of his time thinking about improving diversity in the workforce. He said that we need to pay attention to the day to day occurrences and what we say, because every word matters. “As leaders we only need to listen to understand that there is a problem here. That we have to fix the opportunities for women at work.”

He said that the responsibility to make women feel comfortable to raise their voices against harassment and bullying in the workplace lies with the leadership of the organisation. “We have a lot of work to do, we haven't got it right at FCB yet but we are working really hard to try and get it right.” "The first step towards that is admitting that there is a problem and then we can have a conversation about how we can fix it," he further said.

He added that the problem should not be solved by having a token woman as part of the team. “Women want brilliant and talented women to be leading the charge at the front to inspire other women. And I am really proud that we have managed to recruit so many brilliant women in our organisation.”

He went on to praise Swati Bhattacharya, Chief Creative Officer, FCB Ulka. “Swati is a gem, she is amazing all the time.” He narrated an exchange that Swati had with Susan Credle, Chief Creative Officer, FCB Global, just before she took over as the Chief Creative Officer for FCB Ulka. “Swati talked about what it was like to be a mother stepping into the C-suite with all the insecurities and concerns about being a woman taking on that big job. And Susan replied saying she felt that way when she stepped up to the job in Chicago.” ‘Be brave’ were Susan’s words to Swati. “That’s what we need to do, give confidence and celebrate brilliant women in the management,” Murray noted.
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Take less to get more: Dr. A. Velumani. PhD, Chairman and MD, Thyrocare Technologies Ltd

Dr. A. Velumani spoke at the exchange4media Conclave 2017 highlighting the importance of innovation, risks and disruption

Misbaah Mansuri 31-October-2017

“If you do what you study you will survive and if you do what you haven’t studied, you’ll be the leader,” said Dr A. Velumani. PhD, Chairman and MD, Thyrocare Technologies Ltd while delivering his speech at the recently held exchange4media Conclave 2017 in Mumbai on October 27, 2017. The theme this year was “Leveraging Open Innovation To Engage Consumers”.

Dr Velumani  said that he is the first man to build a brand around a gland and explained how innovation is key to driving business. “Business has a lot of opportunities. Everything sounds like a business but innovation means no convention,” he said.

He opened up on how it is important to stand out from the crowd.  He also spoke about how there is nothing like a good job or a good decision highlighting that you have to work towards it and make it good. Recounting his own humble beginnings and how he built the business through innovations, he said it’s important to move out of your comfort zone which can bring out the best in a person. “Comfort zones are like danger zones. Leave them aside,” he said.

“Innovation comes because of challenges, poverty and frugality,” he said, giving an example of how his company is successful because of how innovative it is. He also shared how entrepreneurs must be prepared to lose and take risks. “Differentiate because if you do the same things, you’ll get the same results,” explained Dr Velumani.

Another interesting aspect he highlighted was the need for disruption to stand out from the crowd, citing Jio’s success as they used this strategy to their advantage. “Take less to get more because if you take more, you get less,” he added.

Correspondent, exchange4media, Mumbai Misbaah reports on advertising industry. Based in Mumbai, she interviews industry leaders in the creative, advertising and marketing space, reports news updates in the ad space. She drives the ‘Chillout’ section, and regularly reviews ad campaigns. In the past she has reported on mainline news, travel and lifestyle.

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e4m Conclave 2017 photo gallery

The highlight of the event, of course, was when CVL Srinivas, CVL Srinivas, Country Head, WPP India and CEO (South Asia) of GroupM was conferred with the 2017 exchange4media Influencer of the Year Award

exchange4media News Service 30-October-2017

exchange4media’s flagship property, the exchange4media Conclave, concluded its 17th edition recently and the event was a huge success. While the theme for the event was, of Leveraging Open Innovation to Engage Consumers, industry experts shared their insights on the same. The highlight of the event, of course, was when CVL Srinivas, CVL Srinivas, Country Head, WPP India and CEO (South Asia) of GroupM was conferred with the 2017 exchange4media Influencer of the Year Award. He was presented the award by Rajya Sabha member and Chairman Zee and Essel Group Dr Subhash Chandra and felicitated by Raj Nayak, COO, Viacom18. Here are all the important pics from the conclave, in case you missed attending it in person.



Carter Murray - Worldwide CEO, FCB holds a moving session on ‘A Rising Tide: Why Diversity in Leadership Matters’



Vani Gupta Dandia – Marketing Director – Indian Snacks, Foods, PepsiCo India interacts with Murray about diversity and lack of it in leadership



Session on The Road Ahead & How Digital is Complimenting Print moderated by Anita Nayyar – CEO India & South Asia, Havas Media. Panelists are: Bobby Pawar – Managing Director, Chief Creative Officer, Publicis Worldwide, Anand Chakravarthy – Managing Partner, WAVEMAKER, Mohit Joshi – Managing Director, Havas Media Group India, Sandeep Khosla – CEO, Mid-Day



Norm Johnston - Global CEO, FAST, Global Chief Digital Officer, Mindshare Worldwide, shares insights on Staying Relevant In A Hyper Competitive Media Landscape: Is the Industry Doing Enough



Keynote address by V. Vaidyanathan - Founder and Executive Chairman, Capital First Ltd, Beyond the Cookie Cutter - New challenges in the world of marketing in the light of the changing landscape



Panel on sports marketing by Ajay Dang - Head – Marketing, UltraTech Cement, Vinit Karnik - Business Head - ESP Properties, GroupM, Uday Sodhi – Executive Vice President and Head – Digital Business, Sony LIV. The session was moderated by Gaurav Kalra – Senior Editor, ESPN Cric Info



Shriranga Sudhakara - M.D & Founder - VYOMA Technologies Pvt Ltd. on Building Brand Loyalty Through Social Media And Dooh Integration


 
An electrifying session by Dr. A Velumani. Phd. - Chairman and MD, Thyrocare Technologies Ltd 



Dr. Subhash Chandra, Member of Parliament, Rajya Sabha, Chairman ZEE & Essel Group concludes the conclave  with a speech on ‘Influencing The Influencers’





The e4m Conclave 2017 ends with a bang as Group M Country Manager CVL Srinivas is presented with a coveted e4m Influencer Award 2017 by Rajya Sabha member and Chairman Zee and Essel Group Dr Subhash Chandra and felicitated by Raj Nayak, COO, Viacom18 and e4m



E4m Influencer Of The Year Award recipient CVL Srinivas giving an inspiring acceptance speech



Industry experts, press listen to the e4m Conclave 2017 sessions with rapt attention 



AnuragBatra, Chairman &Editor-In-Chief of BW Businessworld, NawalAhuja, Co-founder and Director exchange4media group, CVL Srinivas, CEO, GroupM South Asia, country manager, WPP, Raj Nayak, CEO Viacom18 and Executive Editor Jyotsna Sharmarelaunch Pitch 


A candid shot of a moving session by Cater Murray, Worldwide CEO, FCB and Vani GuptaDandiaMarketing Director – Indian Snacks, Foods, PepsiCo India


Dr Subhash Chandra, Member of Parliament - RajyaSabhaandChairman of ZEE and Essel Group, giving an inspiring talk on ‘Influencing the influencers’ .

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