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e4m Conclave 2009: Of ‘Mass Intelligence’ and time to rework the media agency model

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e4m Conclave 2009: Of ‘Mass Intelligence’ and time to rework the media agency model

The e4m Conclave 2009, currently underway at Mumbai’s ITC Grand Central Sheraton, is maintaining the enthusiastic vein post-lunch in which it had started off. Some in the audience were seen fidgeting with their mobiles and getting distracted a bit, however, most were listening to the distinguished speakers with rapt attention.

Addressing a full house at the Conclave, Andrew Rashbass, CEO, The Economist Group, spoke on ‘Mass Intelligence’. Quoting a study, Rashbass said that young people/ junior business people in India were not very keen on doing much (which was not in keeping with the general perception), whereas senior business people wanted a lot of content and were very cautious. He stressed that the advertisers needed to think of a psychographic way of targeting these audiences.

In his keynote address, Asit Mehra, EVP, Omnicom Worldwide, pointed out that brands with a purpose were what consumers wanted, and that giving brands a purpose had become the role of marketing in the 21st century. He cited the examples of Nike, Pampers, Axe and Apple to support his statements.

The session on ‘Is it time to rework the media agency model’ noted that media business and agencies would continue to fragment, however, functions in agencies would not emerge as specialists and that creative agencies were likely to remain custodians of brands.

This event is presented by STAR News and the event partner is Encompass.


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