Promax|BDA India 2008: Pro-volution has begun, it’s time to embrace change, say experts

The afternoon sessions of the two-day Promax|BDA India 2008 conference in Mumbai saw experts discussing ‘pro-volution’ in the media industry. The mantra suggested by the experts was to up the creative quotient while embracing newer technologies. The event, which the experts say is a great learning tool for advertisers, agencies and production houses, showcased some of the finest pieces of work produced in the world.

e4m by Rishi Vora
Updated: May 29, 2008 9:30 AM
Promax|BDA India 2008: Pro-volution has begun, it’s time to embrace change, say experts

The media industry is hit by ‘pro-volution’ and it’s time for producers and advertisers to act accordingly. According to experts at the two-day Promax|BDA India 2008 conference in Mumbai, the mantra was to up the creative quotient while embracing newer technologies. The event, which the experts say is a great learning tool for advertisers, agencies and production houses, showcased some of the finest pieces of work produced in the world.

The post-lunch session saw speakers such as Anna Boswell, Producer, Five; Jens Hertzum, Creative Director, Bruce Dunlop & Associates, Sydney; Rob Middleton, Creative Director, Astro; and Amar Deb, Chief, Rowdy.

Anna Boswell, who presented on the topic ‘Same Shit Different Wrapper’, explained how same promos, treated differently for different channels, could work well for both the channel and the programme brand. “The key for a successful promo is to integrate the programme brand with the channel in such a way that it encapsulates the key message without losing the prominence of the channel on which the programme or the film would be shown.”

Boswell showed commercials on Simposns, Predator, for a show called ‘Heroes’ on NBC and BBC 2, including others. “Each channel has its style of presenting, thus, it becomes important to customise small things such as music, sound effects, the look and other things in a manner that could be only associated with that channel,” she explained.

Jens Hertzum shared with the audience his experiences in working as a creative director, highlighting his key learning on how to go about making a promo. He emphasised on focusing on one thing at a time, as he said, “You got to give some time to the project you are on. Give special attention to things such as audio, shots, edit, etc, by not mixing the tasks with each other. Be a good listener – talk to people about what they like and what they don’t, understand your audience – it will become easier to communicate to them.”

He further said that understanding the client’s need was crucial since at times in thinking of a creative idea, the brief was often forgotten. Hertzum, who has worked on the Sony Max project in India, was of the opinion that Indian operations were cost effective and at the same time filled with insight and creativity.

Rob Middleton presented on the topic ‘It’s The Idea – Stupid’, in which he advised promo makers to be simple in their thinking process. “Ideas evolve, don’t horde them,” he said. He also encouraged people to use silly ideas at times, citing several silly ideas that had turned into good spots.

The first day of the Promax|BDA India 2008 conference concluded with Amar Deb’s presentation, where he took the audience through ads that he thought were effective in their own way.

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