Technology meets creativity @ exchange4media Conclave 2014

Madison's Sam Balsara, Dentsu India's Rohit Ohri, GroupM's Tushar Vyas & Mindshare's Ashutosh Srivastava express their thoughts on the need to integrate technology with the big idea. The Conclave will address the dilemma of the big marriage between technology and creativity

e4m by Aditi Raval
Updated: Sep 23, 2014 8:56 AM
Technology meets creativity @ exchange4media Conclave 2014

exchange4media Conclave 2014 is well on its way to unravelling the next wave of marketing with global leaders sharing their thoughts on the upcoming trends that will define marketing strategies. The theme this year is ‘Marketing: The Future is Technology’.

For over a decade now, there has been a constant dilemma that marketers and advertisers have been facing; the big marriage of technology and creativity, achieving a balance between both, integrating one into the other.

The Conclave will offer an opportunity for global leaders to deliberate on and brainstorm over this predicament that most agencies and marketers face today.

On the need for creative people to adopt technology into their process, Sam Balsara, Chairman and MD, Madison World said, “I think more and more creative people need to be technologically savvy because technology cannot replace creativity it can enable or further creativity. So the creative person who is savvy with technology; his creativity can be substantially aided due to technology. In earlier times, creative people could get away just on sheer creative power are today a bit disadvantaged compared to those who understand and grasp and are familiar and are not scared of technology.”

Speaking on the absolute integration of technology and the big idea, Rohit Ohri, Chairman, Dentsu India & CEO, Dentsu Asia Pacific South said, “In today’s communication business, technology can no longer be an add-on. Technology needs to be a strategic point of view and integral to the creative process. Art, copy and code teams seamlessly working together to find brand solutions will define the agency of the digital age. Given the technological innovations, the next big opportunity for marketers is to move from 360 to 365. ‘360 degree campaign bursts’ need to be replaced by ‘conversations, 365 days of the year’. In our technology-enabled world, brand-consumer conversations no longer need to be seasonal or festive. Everyday relevance is what brands need to create.”

Tushar Vyas, Managing Partner, GroupM South Asia strongly believes in the power of technology to enhance the reach of a creative idea. “If you need to leverage a good idea, technology is going to play a very critical role today. It can give wings to an idea, in terms of giving a multiplier effect, Great ideas today get enabled by the right kind of technology platforms. Just look at the winning entries at multiple awards, you will see the great role that technology has played,” explained Vyas.

Ashutosh Srivastava, Chairman & CEO, APAC & Emerging Markets, Mindshare is of the opinion that technology itself can be a great enabler for effective creative ideas. He said, “If technology is an enabler for a big idea, it is more impactful and even more engaging because all these devices which consumers are using in form of media enable two-way communication. You start the engagement and people respond and if there is a fair exchange of values then the results are terrific and I will give you simple examples of this. To come up with a great idea for someone who is in-sync with consumers, it will come through intuition and experience but sometimes by distilling all the information which is out there looking at what people are searching, for instance. What people are talking about in social media itself can generate terrific insights about consumers which also be used to generate big ideas. There is lots of technology out there which will facilitate making these big ideas even bigger and more impactful.”

On 30th September 2014, at Trident BKC, Mumbai, the exchange4media Conclave will become an ideal platform for global leaders to speak about the big marriage of creativity and technology.

The stellar line-up of speakers include Tim Andree, Executive Chairman, Dentsu Aegis Network & Executive Vice President, Member of The Board, Dentsu Inc, who will be the Keynote Speaker this year; Dominic Proctor, President, GroupM Global, Geetu Verma, Executive Director, Foods & Refreshment, Hindustan Unilever, John Sheehy, President, Global Operations, Starcom Mediavest, Michael Wall, Global CEO, Lowe & Partners, Mike Cooper, Worldwide CEO, PHD, Vikram Sakhuja, Global CEO, Maxus and Vishnu Mohan, CEO, APAC Havas Media.

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