adasia 2011: Day 2 at a glance

The second day at Adasia 2011 maintained the tone set by the speakers on the previous day, discussing issues and subjects that need high importance in the advertising and marketing fraternity. The subjects for the day ranged from new rules of engagement to media fragmentation and from building brands in a trust deficit world to new technologies changing advertising and marketing.

The first session took us through how marketing is dead and engagement is in. Whilst trust is dead, excitement and edginess is in and focus needs to be given on what are the new rules of survival for brands and their marketers.

Prasoon Joshi, Chairman and CEO McCann Worldgroup India, ECD, McCann Erikson, APAC Region and Chairperson, McCann Global Creative Council, said, "ride popular culture. There should be a sense of desperation in ownership of the property. Third culture is emerging. There should be natural human behavior. There should be heavy innovation cycle."

Joseph Tripodi, EVP and Chief Marketing and Commercial Officer, The Coca-Cola Company, said, "the biggest achievements of coca cola is that we have grown from 125 countries to 206 countries with 5000+ brands. It is a great inspirational market. it is all about building love and also balancing love and value. Stories are like currency. Our focus is liquid and looked philosophy. One shold be social at work."

Adding further, he said, "This will definitely change the way media and creative agencies will work. Media planning will now have a focus on global media strategies than immediate media plans and goals."

Bob O'Leary, MD, Head of Global Marketing, Consumer, Citi, said, "It is very essential to have transparency in your dealings. Television still holds high importance as a medium, but if consumers are using other mediums, it in a way strengthens them, thus it is important to focus on them as well."

Mainardo de Nardis, CEO, OMD, Worldwide, said, "With the huge amount of content floating around and increase in number of platforms, we need to strike a balance between both content and platforms".

Globally, TED has evolved into a movement of counter-intuitive, path-breaking and iconoclastic thinking on subjects that challenge the consumer consciousness. In a unique collaboration with INK conference TED is expanding its ethos across India. TED and INK will present the session to bring to the fore a distinctive flavor that will not be constrained by any subject myopia.

Ronda Carnegie, Head of Global Partnerships, TED, said, "we have an ecosystem of ideas. ideas can be social objects. You should create a framework and let community drive the innovations as I believe community is the creator. We call city as the most remarkable speaker. The new dimension of innovation is coming up. we believe that innovation means reifying the world."

Lakshmi Pratury, Host, The INK, threw light on she came with INK and how she TED came up in India. she said, " INK is an ingredient and stands for innovation and knowledge. We believe in the flow chart of three "Is' that are- inspire, interest and impact."

According to them acts are not ads. Acts are a social movement and also education is insurance. Acts are as a way of breaking inertia. Also they are way of creating content and lastly as way of shaping the future.

The day ended with this highly informative and interactive session, followed by a colorful Vietnamese themed evening that distilled it as the host for Adasia 2013. | By Aanchal Kohli [aanchal(at)adgully.com]

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