We had said it was a WPP affair, and two WPP agencies – Mindshare and Maxus – scored 15 of the 35 metals given out at the Media Abby 2009. Home-grown players – Madison Media, MudraMax and TME – were not far behind. But Mindshare rocked the evening with 10 metals alone across various categories.
Anil Thakraney continues with his Memoirs of a Beach Bum and laments the fact that ‘recession’ has hit GoaFest when he had to get ‘coupons’ in the booze zone. Another lament is TBWA Worldwide Chief Jean-Marie Dru’s French-accented English that, he felt, made some key points ‘lost in translation’.
Neeraj Nayar, President, Contagious Communications, examined some new trends in advertising on Day Two at GoaFest 2009. According to him, these were times of convergence and added that advertising needed innovation that involved risk as well.
Day Two saw Starcom MediaVest President and Chief Digital Officer, Sean Finnegan, presenting a strong case of emergence of digital as a potent media platform, especially in the times of slowdown when every marketing rupee is expected to work harder.
For years, the Abby has been the benchmark for creative excellence in Indian advertising. Brand Abby has gone through turbulent times, but has emerged stronger than even before today. We believe these trends will continue with more specialist companies being keen to participate. The Abby is today present across the spectrum of advertising and media and has evolved into a communication award, says <b>Ajay Chandwani. </b>
Jean-Marie Dru, Chairman, TBWA Worldwide, addressed a packed house as the GoaFest 2009 officially opened. He spoke about how advertising today needed to work in real time and why creativity was so important in brand communication.
With JWT India and GroupM dominating the Industry Leadership Conclave, it looks like WPP agencies are here to enjoy GoaFest to the hilt. Officials from all JWT India offices are in South Goa right now – we understand around 250 delegates are here from the agency.
Stage is set for the Media Abby Awards on April 3, 2009. There have been no leaks here, as was in the case of Creative Abbys. Some questions are being raised about the open judging process that was introduced three years ago. exchange4media speaks to some industry leaders on their take on open judging and closed judging.
On Day One, the suits took over and made ultra boring presentations on their cost cutting methods. No wonder most creative types were missing in action (I know for a fact that quite a few had landed in Goa, but were very smartly busy doing their own thing elsewhere), and the ‘diya’ lighting ceremony was conducted in a near empty conclave.
“77 entries short-listed and 12 categories to be judged” sounded as difficult as trying to reach Opera House at 9:30 am from Lokhandwala. For media practitioners who have always been left-brain champions, judging the right-brain ability was quite a task indeed.
It was an exciting day at exchange4media to have two international advertising stalwarts – Jack Klues and David Kenny – guest edit the website and interact with the team here on April 2, 2009. Both have been keenly following the Indian market for long and have some very interesting observations to share about the Indian market as well as the global scenario.
India is the world’s second largest producer of food after China and has the potential of becoming the largest in the food and agricultural sector. Thus, there is huge opportunity for large investments in food and food processing technologies. This has paved the way for new print publications to take root here, besides opening new arenas of growth.
Cinema has not lost its charm, providing an escape from reality in these tough times, or any other time. English movie channels have been able to withstand the slowdown pangs fairly well so far, with MGM strengthening itself as Turner WB now. Star Movies, HBO, Zee Studio, Pix, and UTV World Movies have been also been showing steady growth.
In the latest edition of its regular ad spends forecasts, ZenithOptimedia has reiterated the slump in the advertising industry due to the global downturn. The key highlights of the study also talk of renegotiation of ad rates and advertisers favouring accountable media.
TVS Motor Company, which has been scouting for creative agencies for its new projects, has shortlisted four agencies after first round of pitch presentations. These agencies include BBH, TBWA\India, Contract Advertising and Bates 141. The second round of presentations is slated to take place in mid-April.
The One Show is just around the corner, and Taproot India’s <b>Agnello Dias</b> is the only Indian judge at the prestigious event this year. Dias writes from Hawaii on his experience at judging at the Awards this year, and how the current economic climate will turn out to be a shiny silver lining for creativity in communication.
While it is nearly impossible to orchestrate a media mix that does not include digital in this day and age, the first component of every successful media plan is not digital. It is, in fact, the consumer. The consumer is where every successful marketing campaign should begin and end, says <b>David Kenny, Managing Partner, VivaKi. </b>
Successful advertising is no longer about image-building ads, followed and supported by other BTL efforts that drive intent and purchase. Equity and sales are inextricably embedded in consumer engagement. The question marketers should ask is how to intersect with consumers in a way that will resonate with them and add value to their lives, points out <b>Jack Klues, Managing Partner, VivaKi. </b>
The quality of magazines in India is the same as international titles. I think the Indian editors, the designs, the production people, the content – all are as good as any other country. The quality of Indian magazines is excellent; I have no doubt that India can have magazines of every kind. The ability of Indian journalists and the design teams is unquestionable. There is nothing to worry about.