MxMIndia

Category: BLOGS

  • Anchor | One Big Idea by Prashant Panday : An opportunity to change the face of radio in India

    By Prashant Panday, CEO and Executive Director, ENIL (Radio Mirchi)

     

    There is just one simple thing the government must do to release the animal spirits of the radio medium. Get out of the deep freeze!

     

    The deep freeze is apparent. The Phase-3 policy of radio reforms was announced in July 2011. It’s already been 14 months and there is not even a mention of when the auctions will take place. In contrast, the Phase-2 auctions were conducted within six months of the policy announcement in 2006.

     

    There have been no auctions since Jan 2006. In the last seven years, every other medium has grown dramatically, but radio is stuck in the past. On the one hand we have a strong and vibrant economy (yes yes….even now!) and on the other hand, our major metros offer only 4-9 private FM stations. How is this incongruity justifiable? Why should people of Mumbai and Delhi have to look towards Colombo and Manila to understand how powerful and entertaining radio can be?

     

    There is one other crucial thing the government must do before Phase-3 auctions to change the face of radio. It must accept the recommendations of TRAI and reduce the “separation” between two adjoining FM channels from the present 800 Khz to 400 Khz. This one single initiative will help double the number of channels in every city. With so many channels available and with broadcasters being allowed to operate multiple channels, there is bound to be an increase in programming variety. I cannot understand why the great cities of Mumbai and Delhi cannot have dedicated retro channels, or regional language ones or news and talk ones or sports ones…..or why they cannot segment the contemporary music they play now into narrower and more homogeneous genres? With more programming variety, listeners will be a happy lot. Maybe they will even vote the government back to power! The government itself will avoid another allegation of a scam because it will increase its own license fees by an estimated Rs 1500 crores or so by doing so. In short, there is no argument against accepting TRAI’s recommendations.

     

    When radio is truly reformed as explained above, its importance will grow. Today, FM accounts for just 4.5% of the advertising spend in the country. That number could rise to 7-8% in a few years time. With growing distances and car populations, radio is already the primary medium for millions of people. I know a lot of people who spend more time listening to radio than watching TV. Now….if more channels could be made available…..radio could also become as big as TV!

  • Anchor | One Big Idea by Anand Chakravarthy : Simulcast – mantra for national advertisers in era of niche channels

    By Anand Chakravarthy, Business Head, Big CBS Networks

     

    If one had to define the evolution of the television industry with one word, the most apt would be – segmentation. And while this segmentation enables brands to identify the ‘best’ media vehicles for themselves, it also presents a challenge to mass brands like telecom companies, FMCG brands, etc. in reaching out to their entire TG. For such national brands, Simulcast is the solution they need to reach a diverse TG.

     

    Where we have come from?

    The television industry has witnessed a high degree of segmentation over the last couple of years. First networks started concentration on creating content in different languages to offer channels in Punjabi, Marathi, Gujarati, Telugu, Tamil, Malayalam, etc. This was followed by segmentation in terms of viewing preferences. Hence, while one had English GECs, English channels catering to travel, lifestyle, fashion, food, automobiles, etc. were also launched in a bid to differentiate the content and tap a niche audience base.

     

    The advent of niche channels was a boon for most brands in the country since they could now spend their advertising money more effectively talking only to a viewer who is likely to buy their product. For brands catering to youth, women or specific regions the segmentation was a much needed step in the right direction. However, the flip side to the segmentation is that national brands which cater to a wide target audience now need to advertise in multiple channels to reach out to their TG. This is where the emerging trend of Simulcast is helping brands tap multiple viewer groups.

     

    The trend of simulcast has existed for quite some time in the television industry but it’s only recently that it has gained popularity. Simply put, simulcast is broadcasting a show simultaneously on multiple channels. The channels may or may not belong to the same network. Two of the most popular examples of simulcast are the show Satyamev Jayate, which was broadcast on nine channels simultaneously and cricket matches featuring the Indian team, which are broadcast on Doordarshan in tandem with the official sports broadcaster.

     

    Simulcast among English GECs

    When we created the Big CBS network, our aim was to offer advertisers a means to reach out to urban viewers and segment the audience on the basis of their viewing preferences. Hence, we had Prime targeted at men, Love for women and Spark for youth. However, there were some advertisers for whom the entire urban TG was relevant. Hence, when we brought shows such as the latest season of America’s Got Talent, this year, we decided to air it simultaneously on all our three channels.

     

    The show was an instant hit with both our viewers and advertisers. Backed by the success of the show, we decided to follow the simulcast strategy for two more shows – The X Factor & American Idol.

     

    As a strategy simulcast cannot (and should not!) be used for every show. Simulcast should only be considered when there is a synergy between the content of the show to the TG of multiple channels. Otherwise, instead of garnering more viewers, the strategy can end up alienating a dedicated viewership.

     

  • The more you bow down to unreasonable demands of the I&B ministry, the more they'll walk all over you, Anil Thakraney advises the general entertainment channels

    Anil Thakraney: Blackout of Crime Patrol’s episode was senseless

    By Anil Thakraney

     

    I was quite disappointed with the abrupt cancellation of Crime Patrol’s weekend episode, which was based on the terrifying Delhi gang rape and murder. As am sure were millions of other viewers. As a journalist, I am aware of most of the details of this horrific crime, so clearly there was nothing new the TV serial was going to offer me. My curiosity stemmed as a creative person; I wanted to see how the producers would deal with such an incident and its aftermath.

     

    The cancellation happened because the I&B Ministry ‘advised’ Sony against broadcasting the episode. This was clearly a ‘farman’ disguised as an advisory, and the channel dutifully obeyed it. While I am against the idea of the media backing down to government’s orders, I know where Sony is coming from. Disobedience can and will have ramifications in the long run. When the ruling government decides to fix you, you are in deep trouble, as the Tehelka guys would testify.

     

    My problem with the cancellation is this: Crime Patrol is one reality crime show that never sensationalizes crime. It has a track record of hundreds of episodes to prove this. The team deals with the incidents with a great deal of care and sensitivity. So I am one hundred percent certain that would be the case with the Delhi rape as well. The show’s focus has always been on crime prevention. Which is why the right thing in this situation would have been for the I&B Ministry babus to preview the episode, and THEN decide whether it is suitable for telecast or not. This sort of arbitrary notice for cancellation reeks of high handedness and insecurity on the part of the government.

     

    My other problem with the ‘advisory’ is that it defies all logic. The government has no problem with the news channels repeatedly discussing, debating (and often provoking) on this story. In fact, short of naming the victim, every single gory detail has been reported/discussed in the news media. But the babus have a problem with an entertainment channel telecasting a show based on the same incident! This is complete nonsense.

     

    Anyway, the entertainment channels have to take their own call on when to and when not to buckle under pressure. I only want to alert them on one thing: The more you bow down to unreasonable demands, the more they’ll walk all over you. There will have to come a time when you will need to take a strong stand.

     

    PS: Birthday cards are usually trashy, at least in India. But elsewhere, things seem to be getting interesting. Here’s a tweet about a Hallmark card meant for a 13 year old. Yup, it’s scandalous, but at least it’s not boring!

     

    https://twitter.com/Cheesyhel/status/277033958192074753/photo/1

     

  • The creative team needs to put their thinking caps on, eat some Parle-G biscuits, and dish out innovative solutions. Much like the bachchas do in the ads

    Debrief: Parle-G: Genius limited to the idea

    By Anil Thakraney

     

    ‘Kal ke genius’ is a very good positioning statement for Parle-G biscuit. The core idea is that instead of scolding kids for messing around with stuff, they should be encouraged in order to arouse their curiosity. This will then result in a better future for them.

     

    There is a series of TVCs on air, and each one features the bachchas tinkering around with everyday objects and coming up with innovative solutions. A daughter rips apart the morning newspaper and uses the letters to put up a birthday message for daddy. A group of kids uses the exhaust fumes of a bike to air their balloons. And so it goes on.

     

    It’s a brilliant idea, and very relevant to India, in particular. Because education in this nation mainly follows the learning by rote system… students usually turn into parrots to pass their exams. There is no scope for creativity in our schools. Which is why this idea will strike a chord with both, parents and children. And it’s a long term, highly campaignable thought… in fact, it has potential to trigger a social revolution of sorts. Full marks on the strategy and on the idea.

     

    However, sadly, the execution fails to take off. Clearly, the genius of the idea could not inspire the creative team. Somehow the situations and the treatment doesn’t excite, there is zero adrenalin in the videos. And therefore the ads leave you cold. I think the creative team needs to put their thinking caps on, eat some Parle-G biscuits, and dish out innovative solutions. Much like the bachchas do in the ads.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=sADzIi4lOC8[/youtube]

     

    Rating: (On a scale of 1-5): 3. Strong idea. Weak execution.

     

  • Anchor | One Big Idea by Divya Gupta: The magic of mobile, leveraged well

    By Divya Gupta, CEO – Dentsu Media, India

     

    Each medium has an inherent characteristic, which, when leveraged well, yields magic. Mobile is a one-on-one engagement, anywhere/everywhere, anytime/all the time medium. It maps us by:

     

    • Who we are; demographics
    • Where we go; geography
    • Whom we call, whom we text; our core social network
    • What we want, is of interest to us; promotions/offers we respond to
    • What we consume; content, apps m-commerce purchases

     

    Mobile as a medium is already a game-changer

     

    – 700 million+ subscribers in India and growing, geometrically

    – Many FMCG companies like P&G are using mobile to reach out to media dark areas of UP/Bihar

    – With implications on not just the tailor-made advertisements being pushed through the pipeline but on the entire manufacturing, sales and marketing pipeline. Imagine a retail brand that employs you as a designer for your purchases!

     

    Mobile’s inherent advantage and rapid adoption has ensured its active, vital role in the communication process. Rich media mobile advertising, coupled with the boom in Android and iOS devices, has shifted the game from the niche to the mass market.

     

    Rich media, offering a seamless in-browser or in-app advertisement experience, has also enabled a shift in performance metrics other than the strict (and often unfair) intermedia comparison of CTR and clicks.

     

    With mobile internet users soon/already numbering desktop internet users, the opportunity and the challenges in tracking distinct eyeballs is there for the taking.

     

    Fast and furious changes are already underway… increasing sales of tablets; aided by launch of low cost tabs in tier 2 cities. Frost & Sullivan expects the Indian tablet market to reach 23+ million units by 2017, with sales doubling every year.

     

    The speed and efficacy with which we communication practitioners pick up the gauntlet remains to be seen.

     

  • The patriotic hysteria drummed up every night borders on irresponsibility. The world is not yet, I reckon, run from TV studios, writes Ranjona Banerji

    Ranjona Banerji: Much ado about cross-border skirmishes

    By Ranjona Banerji

     

    Back in Mumbai after six weeks, I suddenly have to get used to reading newspapers early in the morning. On the outskirts of Dehra Dun where I have been, the newspapers don’t arrive till around noon. Often they are “dak” editions and this means that some of the news is more than a day old. In the days of 24-hour television news and the internet, it is difficult to justify this kind of arrogance for “mufussil” areas on the part of newspapers any more. One understands the difficulties of printing and travel but some thinking and perhaps use of technology needs to be done.

     

    Meanwhile, I find myself missing the appropriately named Garhwal Post and the somewhat strangely named Himachal Times for a local Uttarakhand newspaper. The Post is a tabloid and it takes the business of newspapering very seriously. In its 18 to 20 pages, it manages to fit in serious national news, editorials, columns, local news, international news, entertainment, features and sports. In fact, it is a potted version of a larger newspaper and you really don’t feel like you’re missing out on much. The editorials are not always local either but present an excellent world view. The columns also deal with local and larger issues and very popular is the “tips” section where you learn that soaked nigella seeds help with indigestion and stuff like that.

     

    The Himachal Times on the other hand prides itself on the small stories – “Car parked on Rajpur Road for three hours creates panic”. English is often conspicuous in its absence, making sometimes for a very enjoyable read.

     

    The Times of India and Hindustan Times also have Doon supplements which are soft-feature driven and the TOI supplement at least comes from the Response editorial department. Production qualities are better but I would read the Garhwal Post over either of them anyday! The Hindu sends the Jaipur edition to Dehra Dun so you learn all about Jaipur.

     

    Amar Ujala used to be the top Hindi newspaper but with the arrival of Dainik Jagran, everyone else seems to have been shaken up a bit. Hindustan has some mentions, especially for its entertainment section which one supposes is the power of Bollywood.

     

    **

     

    Here in Mumbai, it is business as usual. The Times of India goes blanket, the Hindustan Times gives you focus, Mid-Day looks at the city and Indian Express has its own spin. I have still not felt the need to exchange The Economic Times for Mumbai Mirror so all I know is that Pooja Bhatt is very angry with Mirror, via Twitter!

     

    **

     

    But the difference between Times Now and The Times of India over the current border tension is intriguing. It has been commented on before but it remains a subject of discussion. There’s the “Aman ki Asha” Times of India campaign running for a couple of years now and there’s the extremely provocative stance taken by Times Now and Arnab Goswami. The cynic tells us that this is part of some Bennett Coleman conspiracy to cover every angle, but I wonder.

     

    It would be interesting to know however whether our news channels really think it is necessary for India and Pakistan to go to war over cross-border skirmishes. The sort of patriotic hysteria being drummed up every night itself borders on irresponsibility. You read the newspapers and you get news. But you watch television and you get a constant barrage of petulant questions seeking some sort of public apologies and declarations from both sides. The world is not yet, I reckon, run from TV studios.

     

    **

     

    Without taking away from the pain of a brutal death, I am slightly squeamish about calling every soldier who has been killed a “martyr”. The horror of having an army with soldiers is that death is written into the employment contract. A martyr has a very specific definition of someone who has sacrificed himself for a greater cause. Harsh as it may sound, we pay members of the armed forces money to die on our behalf. There is a difference and sentimentality cannot change that.

     

    Conversely however, it is heartening that the death of a jawan is causing so much pain since foot soldiers are usually forgotten in the battles of fat cat generals and the use of such unsightly terms like “friendly fire” and “collateral damage”.

     

    Ranjona Banerji is a senior journalist and commentator. She is also Contributing Editor, MxMIndia. The views here are her own

     

  • Anchor | One Big Idea by Prasoon Joshi: Idea creation needs a standardised compensation model

    By Prasoon Joshi,  Chairman and CCO, McCann Worldgroup India and President, South Asia

     

    The Indian creative industry needs to have an IPR in place. Today, if somebody creates an idea, and for some reason an agency doesn’t continue to have the same relationship and the client wants to move on but still wants to use the same idea, he definitely has to compensate the original creators of the idea. That would lead to some change in the way the fee structure is positioned in the industry but there is a need for a change as, in the current scenario, the relationship between a client and an agency ends even before it starts. In such cases there is a possibility of an idea that has already been created for a brand and the client continues to use the ideas that have been created by a certain team or an agency. So there needs to be a way out for registering those ideas by way of an IP so that they stand to gain a percentage of the revenue that came out from their end.

     

    It needs to be made an intricate practice and for that the industry will have to sit together across the table and work out the nitty-gritty. In fact this could be expanded to even project-based relationships. Sometimes a client only commissions you for a project and if the project is over and the idea continues to be used by the client, then there has to be some way of compensating the original creators of that idea. It has always been a challenge that our industry has not been adequately compensated. This could lead to the industry not being able to attract good talent. At the end, it is all in the overall interest of the industry where we have great talent coming in consistently. But where would this talent come from if we do not have a good compensation model? A lot of the agencies these days are highly squeezed as the demands of the business are not decreasing but increasing. So we need to find an appropriate solution like an IPR if we are to attract and retain the best talent.

     

  • Anchor | One Big Idea by Anuj Gandhi: Cash accountability a must for digitization to be successful

    By Anuj Gandhi, Group CEO, IndiaCast

     

    For me, the One Big Idea would be to make sure that digitization is a big success story. An even bigger challenge would be to ensure that the cash collected from homes reaches the MSOs. While there is enough talk about complete digitization being achieved across metros, the reality is that the bill has to reach homes and the agent who used to earlier pocket the money will now have to start maintaining party-by-party ledger accounts. So the challenge is, how do we as an industry ensure that in the next two months each household is accounted for in this country, at least in the metros?

     

    It’s a rather daunting task but it is not impossible. We have to remember that whatever is going to happen across the four metros is going to happen in the rest of the country. So people will question issues and answers will have to be given.

     

    While cash accountability will ensure that digitization is a smooth affair, it will also ensure that the ARPU corollary is taken care of. The industry will not be able to sustain at current ARPU levels and demand quality programming, channels etc if they do not get a fair share across the board. This could be true for niche channels or mass channels or even news channels.

     

    It is up to the industry to drive this forward and see that ARPUs stack up sufficiently.

     

  • If the team desires a continued, healthy run of this Big Brother clone, they need to be very picky in their choice of housemates, writes Anil Thakraney

    Anil Thakraney: Gh***a Alag Chhe!

    By Anil Thakraney

     

    I cannot claim ownership of the headline to this article, though wish I could. This is the crisp and to-the-point response from my tapori pal from Colaba, when asked of his views on Bigg Boss Season 6, which (mercifully) ended last week. Yes, it was that bad.

     

    Now, I am aware the show is targeted at the low brow audiences, but that’s no excuse for packing in ultra dull people inside the madhouse. This season’s collection was an all-time low, a group of completely uninteresting and unappealing participants. My guess is the producer and the channel suspected this to be the case along the way, and in a desperate last act, dispatched the totally lunatic Imam Siddiqui to this horrible party, to salvage some viewership. In fact, had it not been for this loon, the show would have been a complete disaster.

     

    If the team desires a continued, healthy run of this Big Brother clone, they need to make one big change for the future. They need to be very picky in their choice of housemates, as the viewing junta gets stuck with these sods for months together. I think there should be only one yardstick in the selection process: Either the person is highly engaging or he/she is fabulous to look at. Or is a really funny individual. Anyone who does not pass this criteria must be kicked out of the reckoning immediately.

     

    The complete flop show that was the ‘Grand Finale’ aired last weekend told me another thing: Mr Salman Khan is the real Bigg Boss of this show. Although I have no proof of this, I strongly suspect it’s the hunk, more than the voters, who decides the eliminations and the choice of the winner. The absolute power vested in the man means there’s no one from the team who has the guts to blow the whistle when things aren’t working. The finale was such a grand bore, it was a real challenge just to stay in. Yes, Salman Khan brings in his charisma to the proceedings, but his role should be restricted to anchoring it.

     

    Finally, to return to my tapori pal’s cutting-edge feedback, the ‘Alag Chhe’ promise was a blatant lie. It was back to street fights, juvenile tasks and a bunch of failed TV actors. If they had at least called it ‘Same Chhe’, my tapori friend might have been a tad kinder in his analysis.

     

    ***

     

    PS: Fantastic marketing innovation for an air conditioner brand. Very smart way to get the public enthused, and the media excited. Millions of dollars of free publicity using a simple device: Big Nose. Superb!

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=ElmEcfPEw2Y[/youtube]

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own

     

  • I like this one. Mainly because they have done something which none of the other car ads have done so far. Which is to humanise a technical feature

    Debrief: Volkswagen Polo: Humanising tech

    By Anil Thakraney

     

    The Volkswagen India guys are notorious for their, well, let’s just say, offbeat advertising. Remember speaking newspapers? They have continued with this tradition in the new commercial for Polo, though this time it’s more cute than corny.

     

    A mother picks up her son from school in her, yes, Volkswagen Polo. She tells the child that tonight he’ll have to do his homework by himself, as mom and dad are going out. Else, god will punish the child. When the kid expresses cynicism about god having spare time for naughty bachchas, the dad’s voice, sounding like god, booms on the phone, through the car’s Bluetooth device. The child is naturally amazed.

     

    Cool, I like this one. Mainly because they have done something which none of the other car ads have done so far. Which is to humanise a technical feature, in this case the Bluetooth option. So much better than the cold technical spiel car ads usually dole out. Also, the treatment is warm, this TVC will get noticed. I have just one small issue with the ad: Parents joining forces to make a total fool out of their little one? Urmm… am not so sure. But then, this is Volkswagen. We have to expect something offbeat, as I said at the start.

     

    Now I am worried about the possibility of god’s voice booming through my morning newspaper. Not that, dear Volkswagen, not that. I might just get a heart attack.

     

    Rating: (On a scale of 1-5): 3. Focussed ad, cute treatment.

     

  • Anchor | One Big Idea by Nabendu Bhattacharyya: ‘Innovation’ is the key to growth and differentiation in OOH

    By Nabendu Bhattacharyya , Founder & Managing Director, Milestone Brandcom Pvt. Ltd.

     

    Over the past couple of decades, the Out-of-Home industry has made a remarkable transformation from being just a reminder medium to becoming a key element in any successful brand campaign. With people spending almost nine hours outside their homes on an average in a day in metros, OOH sure is one of the most important mediums to target them on the go. OOH medium is larger than life has multiple formats and touch points and brings enormous possibilities for our creative minds.

     

    But the problem of plenty still plagues the industry! With over 20,000 players and no common rules it’s difficult for serious stakeholders or international media giants to invest. Even while the industry continues to break new ground, there are persisting systemic issues that seriously impede the rate of growth. No common industry research, patchy regulation and too many sites and too many players for example, has always been and continues to be acknowledged as one of the most significant deterrents of progress in the industry. There is a dire need to stand united and address regulation-related issues by encouraging more public utility-driven solutions such as city beautification, public conveniences, solutions for complementing the city architecture and eco-friendly solutions among others as a win-win business strategy.

     

    Simultaneously studying international market trends and its success stories, educating local authorities on the possibilities to create more revenue earning opportunities in a more standardized and neat and clean form with technological execution is also essential.

     

    However, lack of unified common currency for the industry is a media planner’s nightmare and as a result of which the industry is left with residual budget and a sheer gut-based buying. With the launch of IOS in Mumbai & Pune (Industry Syndicated Study on Outdoor) the industry is definitely on its way to maturity and the opportunities before us are endless.

     

    The one big idea that I feel will help shape up and alter the pace of the Indian OOH industry is ‘Innovation’ as no other country in the world offers such flexibility to execute innovations. While all other obstacles are beyond one’s control, creative and media innovations are in the hands of our creative minds placed in agencies. India is the only country where authorities are flexible to give permission if you have a great and big idea to execute. We believe that’s the intellect space that we as stakeholders can take advantage of. For brands, it is a great opportunity to explore through this medium where sky is not the limit….And we all have been seeing for last couple of years, how India is winning at Cannes mostly in OOH & BTL.

     

    – Technological break-through with DOOH + Social (Digital Out of home & Social)

    – Weaving into the social fabric beautifully

    – Bringing measurability

    – Creating win-win situations for the govt, public & brands

     

    Lastly, understanding the medium and its potential, the OOH work done in our country has been lacking consistency. With the advent of digital technology into the segment, all the stakeholders will have opportunities to do good work. Apart from reducing the clutter in the segment, digital OOH will help in the growth of creative opportunities and ensure higher level of customer engagement. DOOH will also enable multiple messaging on a single platform which means incremental earnings on the same inventory without incurring production costs. It is the future of the OOH industry. It has also helped at the back-end in creating service standards with real time photo uploads from the site providing campaign updates on web portals in real time as soon as the campaign is up. Digital technology has tremendously helped in expediting reporting and service deliveries to clients.

     

    Outdoor is the only medium with life as a backdrop; the need is to go SoLoMo – Social, Local & Mobile. Offer back to citizens a socially better, beautiful and healthier tomorrow and understand the geographic nuance and local contextual environment of the consumer for relevant brand interaction. With people connected 24X7 even while on the go, the need is to connect with meaningful and memorable engagements by getting up close and personal with them!

     

  • Anchor | One Big Idea by Prema Sagar: Raise the bar on industry standards

    By Prema Sagar, Principal & Founder, Genesis Burson-Marsteller

     

    The future of Public Relations in India will hinge on how we build trust and manage perceptions in a period when media and communications channels are evolving rapidly.

     

    The proliferation of social media as a credible news source comes down to one thing — trust. With so many resources available to get news and information, audiences only seek sources they deem truly credible. The audience is wary of information sources today and this wariness extends to the PR industry which serves as a driver of communications. In order for our industry to continue forward and keep pace with advancements, we must be transparent and open — what I refer to as ethical influencing.

     

    Ethical influencing is the new reality. The perception of those outside the industry must be favorable in order for the industry to succeed, but I believe we have a long way to go. This is an issue not just here in India but all over the world and one I have discussed in-depth with industry leaders like Harold Burson, the preeminent voice of leadership among PR professionals today.

     

    Communicating is about influencing – whether to drive purchase consideration among consumers, or communicate to government the potential impact of policies and regulations, or just a company or organisation explaining their side of a story. It’s about delivering a message to influence behavior or influence perception. It’s about shaping ideas and motivating action, and it’s incumbent on all of us in the industry to do it ethically.

     

    So what is the big idea? Industry standards that are validated and enforced by certification, an oath or some kind of formal promise. We advise our clients to be transparent and open about their practices and to communicate as much to their customers and stakeholders, so why not hold ourselves to the same standard.