Trends'14 | Adgully picks on ad-world's brains in the opening issue of 2014

While the world is still in party mode and 2014 makes its way, we at Adgully are back to business! In the opening edition of the New Year, spread over five segments, we spoke to industry biggies to know what trends they foresee in the domain they operate in. In the opening issue, we pick on creative and business brains from the ad-world and know their anticipation and forecast in the New Year ruling the ad-land. Edited excerpts below:

Shashi Sinha, CEO of IPG Mediabrands:
Although sounding repetitive and monotonous, but I believe that the year will see the digital medium gaining greater heights. The digital medium over the last couple of years has been a critical mass medium and has played and shall continue to grow as a form of mainstream platform. A major aspect like allowing personalisation of messaging and content on the medium and extending this trait to other platforms as well, makes the digital medium as consistently growing one now and in the coming year.

Rohit Ohri, Executive Chairman, Dentsu India Group:
I believe that democratisation of brands and power in the hands of the consumers shall be the key trends in 2014. Also facet like word-of-mouth shall emerge as the most powerful communication medium for brands. Another crucial feature to be seen ahead is not above-the-line or below-the-line but through-the-line delivery of brand ideas; it would be integration like never before. Lastly, greater accountability for ROI on brand ideas is foreseen in 2014.

Josy Paul, Chairman and National Creative Director, BBDO India:

The message we are receiving from youth groups across segments is ‘Be real, be authentic, and be empathetic’. Its time now we ‘Don't bullshit, and don't look back’! I believe that the future of content (not only advertising) is about being useful, meaningful and contributing in nature. We also see a greater need for greater spontaneity, gut instinct and collaboration.

Ashish Bhasin, Chairman India & CEO South East Asia, Aegis media:
According to me, there would be five crucial trends to look forward. They would be; firstly, social media and mobile will gain even further importance. Secondly, consolidation at media 

owner end, particularly television. Thirdly, the increasing importance of Out-Of-Home, retail and below the line activities in communicating content. Next, I believe is ‘Return of the Big Idea’ in advertising. Lastly, I see ‘Big Data’ leading to increased emphasis on analytics.

Satyajit Sen, CEO, ZenithOptimedia:
I feel that digital and mobile will see a good rise and a lot of categories would be seen adopting the same in 2014. Although TV has gone through a fluctuated chaos which should be a learning; we all wait for that chaos to settle down. Also since there has been an increase in 

the print category as far as building reach is concerned in terms of entering / foraying in more regional / tier 1 and 2 towns and cities which could be seen growing in 2014 also.