Inventing a new normal…

The Learning and Knowledge Seminar at GoaFest 2010 concluded with a session featuring two eminent speakers from two top global agencies – Jan Leth, Vice Chairman, Ogilvy Digital, and Andy Greenaway, Regional Creative Director, Saatchi & Saatchi. The two speakers expressed their views on how advertising should now speak the social networking language through advertising under the scanner.

by Tasneem Limbdiwala
Published - Apr 12, 2010 11:58 AM Updated: Apr 12, 2010 11:58 AM
Inventing a new normal…

The Learning and Knowledge Seminar at GoaFest 2010 concluded with a session featuring two eminent speakers from two top global agencies – Jan Leth, Vice Chairman, Ogilvy Digital, and Andy Greenaway, Regional Creative Director, Saatchi & Saatchi. The two speakers expressed their views on how advertising should now speak the social networking language through advertising under the scanner.

According to Leth, communication was a journey from messaging to behaviour. “Today, the consumer has got so many options to consume. And in order to have them consume the brand that you are advertising, we as creative guys have to come up with new and innovative ideas to attract our key consumers,” he added.

So, what can be done to create such ideas? For Leth, it is the big ideas that go beyond ideals. He explained, “For instance, like the Dove ads, we created campaigns that make the woman feel good about herself and let her speak good about herself than expecting others to speak good about her. In the same way, for Louis Vuitton, the brand is about the luxury of travel and hence, we position the product as life would be better if we live it extensively.”

However, for Leth, an idea does not come from just one place, but from many places globally, therefore, geographies are too involved in making ideas go beyond ideals.

His personal mantra at Ogilvy Digital was ‘Dada, Data, Alpha and Beta’. Starting with Beta, he explained that these were the talent that the agency had been investing in, who want to go out there and explore to provide instant joy and excitement to the product and engage consumers in the same excitement. Alpha are the consumers who are very vocal and they matter the most. “As providers of ideas, it becomes necessary for us to listen to these vocal consumers and always keep them engaged with something new,” he advised.

On Data, Leth explained that most agencies guys were perpetually surrounded with numbers and data. And this had become bigger than ever. “Data is to be used in a way that tells stories in a new way. It is not about doing an advertising idea, but doing an idea that can be advertised, he noted, adding that ‘Dada’ was about embracing opportunities and taking them through a digital way, making it creatively stronger.

“However, we are so afraid of doing something new, which has not been done by somebody before. Thus, as a creative, we need to jump into creating ideas for the first time,” he pointed out and concluded, “Invent the new normal.”

Presenting the last session was Saatchi & Saatchi’s Andy Greenaway. He enthusiastically brought under the scanner the strengths of social networking as a medium beyond traditional medium. His began by saying, “There is a reason to be talking about social network, because it today has various methods of creating brand communication at a larger scale.”

Explaining the statistics of rapid growth of digital, Internet and social networking, he commented, “TV is no longer a mass media, but has become niche, because many of the consumers view video on YouTube or on the Internet rather than watching it on TV. There are new dynamics between people and brands.”

Greenaway, however, stressed that it was not the end of broadcast, but with this medium, the brand or product needed to be catered to another bunch of users that were very digitally inclined and what better than social networks. He commented, “It is always important that one should have his foot in the past and as well as in the future.”

Thus, the creation of ideas revolved around key points such as – Where will the ideas come from? When will they stay? How will they be shared? And when will they come? Greenaway attempted to address these points with some examples like a classic video of T-Mobile, which was shot in a TV commercial and became an instant hit, was taken to various digital mediums that gave the brand a great platform of awareness by users themselves.

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