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The time of intrusive brands is over. The need of the hour is ‘blends' – brands that blend into people's lives, experiences and across regions, said Mr Jean-Yves Naouri, COO, Publicis Groupe.
Mr Naouri was speaking on ‘Ideas That Impact The Full Circle' at the Advertising Conclave at Goafest 2012 which kicked off in the sunny coastal state on Thursday.
The theme discusses how to stay connected to consumers not just before purchase but during and after purchase as well. The industry should see ‘consumers' as ‘persons'.
“People are the new boss,” he said, referring to how today's digital world through social media has moved conversations from one-to-many to one-to-one.
It's not just necessary to be good at technology but also to understand emotion, he said. “If you're going to have a relationship with ordinary people on the Internet, it is important to have people (in advertising and marketing) who understand those emotions,” he stated.
People first
Mr Tim Love, CEO, APIMA, Vice-Chairman, Omnicom Group, who spoke on the same subject, said, “People are the first media. They can create their own content and repurpose content provided to them.” He urged the advertising industry to see the consumer as the client – the clients reward us for helping us with their consumers, he pointed out.
As marketing is a complex activity, keep it simple by ‘sharing and reapplying' ideas across functions and geographies, Mr Love said. Sharing some of Omnicom's principles to help with this task, he said "ideas should lead, and the bureaucracy of idea transfer should be broken; in the complexity of a multicultural world with consumers of various ages and diverse habits, it helps to take care of the brand and not the client first, he said."
Mr Jonathan Mildenhall, Vice-President (Global Strategy & Creative Excellence), Coca-Cola Inc, spoke of the company's Liquid and Linked strategy through which its advertising is now designed. He exhorted advertising people not to restrict themselves to ideas that would suit only 30-second TVCs. “The TVC is only a slice of the activation,” he reiterated.
In India, the industry needs to break a lot of creative norms, Mr Mildenhall said, later clarifying to Business Line that he meant advertising should pitch bigger ideas and not confine itself to TV spots. “We need creative radicals. India is now restless creatively to challenge its creative norms,” he said.
Earlier, Chairmen of Goafest 2012, Mr Srinivasan K. Swamy and Mr Arvind Sharma introduced the theme and the speakers. This year, Goafest's theme is ‘Let's Talk Magic', on the power of ideas.
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