Indian market has always been very good & sophisticated at building brands: Ed Pank

Goafest 2023 saw an array of captivating and enlightening Knowledge Seminars conducted by influential figures in the industry. One such seminar, titled ‘Supercharging Creative Effectiveness: Unleash the Potential of Your Campaigns’ was led by Ed Pank, Managing Director, WARC APAC. During the seminar, Pank shared a multitude of thoughts and valuable insights regarding the impact of creativity on campaign effectiveness.

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In conversation with Adgully, Ed Pank speaks at length about the future of creativity, where does the Indian market stand in terms of creativity, where is the future of creativity headed, and much more.

In terms of the future of creativity, Pank said, “It is making sure creativity delivers enriching experiences for the end consumer and its value to real people. Too often creativity has been about providing originality for brands and its benefit being for brands, but what we want to do is focus on people, because that’s the most important factor coming out of the pandemic over the last three years. People feel differently and there is an opportunity for brands to lean into that and add real value.”

About the Indian market, he noted, “I feel that the Indian market has always been very good and sophisticated at building brands. India is No. 7 and it has increased from the 22nd position last year. India had a great showing at Canne Lions last year and that helped elevate those rankings. India does some great work, but now the challenge is to prove that great work is effective and that is how we justify and grow our budgets, then prove the commercial returns and make sure that we can tweak or change or evolve our strategies according to the insight and the intelligence.”

He further noted, “There is an opportunity to lean into everyday people and their experiences to make sure that advertising is providing enriching experiences for them. Through the pandemic, we all feel more human, we all love the people that we love, we love our friends, our families, our communities and I think that is a real opportunity for brands to tap into that kind of culture and mindset. Indian brands have known about emotional advertising and done some great emotional advertising, but there is opportunity to lean into that even more now.”

These are edited excerpts of the special interaction with Ed Pank. For the entire conversation, watch below: