Panellists at the session on ‘Conscious Capitalism’ raised some relevant issues regarding what businesses should do to adapt to conscious capitalism, what limitations they face, and whether there is a need to make a fundamental change in the organisation.
“In marketing, a revolution is going on. The language ‘new’ doesn’t exist, it’s been replaced by ‘NOW’. It’s time to give the power to the people,” urged Robert Senior, Creative Chairman, Saatchi & Saatchi, while speaking on ‘The Pursuit of Big Ideas in the Age of Now’.
Industry stalwarts Mainardo de Nardis, Kelly Clark and Bob O’Leary got together to discuss ways to negotiate emerging media trends to formulate the best media plan and get the best bang for a client’s money in the session on ‘Media Fragmentation: How To Navigate Through Traffic’.
The Coca Cola Company’s Joseph Tripodi and McCann Worldgroup India’s Prasoon Joshi engaged in a lively debate on ‘Marketing 3.0: New rules of engagement’. Tripodi also elaborated on Coca Cola’s new communication approach of ‘Liquid & Linked’.
The session on ‘Acts, not Ads’ saw Chris Thomas, BBDO India and Simon Bond, BBDO Proximity Worldwide highlight how in today’s evolving media landscape, ad messages have led to big social acts or movements that again can bring about and drive social changes.
Vikram Sakhuja, Michael Boneham, Sandeep Ghosh, Robin Wight and Deepa Prahalad discussed about building trust in brands in a trust deficit world. According to them, brands need to focus on psychological equity along with the fundamental market-place equity of price, distribution and media salience to achieve this.
Till some years ago, chat rooms were ‘the’ social networking platforms. Today, it is Twitter and Facebook. So where will netizens move to from here? This was discussed at length by a panel comprising Kate Day, Arvind Rajan and Earl Wilkinson, and moderated by Rishad Tobaccowala.