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Effective marketing communication needs be culturally relevant: CEO, Hogarth Worldwide

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Effective marketing communication needs be culturally relevant: CEO, Hogarth Worldwide

Richard Glasson, CEO, Hogarth Worldwide, part of the WPP Group, has built this marketing implementation agency into a leading strategic production company over the years.

On his recent visit to India, Glasson spoke about the critical elements that define modern marketing communication and the company’s vision for the Indian market.
According to Glasson, the marketing appetite in creative industries is going through a big change at the moment. In his words, the focus of marketing communication now is producing quality assets. “Brands and clients are demanding a single view across all their marketing communication and there is huge need for creative strategy, media planning and marketing implementation to work hand in hand in order to ensure an effective communication strategy," he says.

Talking about the unique opportunity that the Indian market offers, Glasson believes that the country has a big potential to boost the growth of Hogarth locally. “We have been here for some time and we are growing really fast. Given the big digital presence and vast penetration of mobile phones, it is important to communicate in regional languages here, but that is a logistical challenge too, especially when it comes to transcreation and volume of content needed. We believe that if you bring language and culture close together at the heart of the communication production then there is possibility of producing communication that is much more compelling, relevant and engaging for people who come from different cultural backgrounds,” states Glasson.
When asked about the most critical aspects of effective marketing communication in today’s multi platform, always-on brand environment, Glasson says, “I think it is important to include a strong brand element in the communication strategy. Also, it is important to accept that you no longer own the brand and that it is in the hands of the consumers. Most importantly, one has to produce communication that is super relevant and also know how to communicate with people across channels.”

Elaborating on his vision for the Indian market, he says, “Our strategy is three-fold.
India is a sophisticated and large market, so we are looking at a strong national presence, working alongside key advertisers. Moreover, we believe we have a particular role to play in the adaptation of advertising and to make it culturally and linguistically relevant. And we also plan to extend our global relationships to India.”

Coming to the current and upcoming trends in marketing communication, Glasson accepted that ‘content’ is the single biggest trend at the moment. “The ability to produce non traditional forms of advertising which talk to consumers in a direct and engaging manner is already a big trend. Also, there is big trend around technology that customers are engaging with and how brands need to use those platforms to talk to consumers. Like every other industry, the move towards automation is another trend that will define the marketing communication domain in the coming time,” he adds.

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