Tag: Harish Bhat

  • Book Review: Office Secrets by Harish Bhat

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe Office Secrets as a title conjures a different perspective and expectations in mind. But let me start by saying there aren’tany office secrets. They become apparent and obvious in hindsight when Harish Bhat reveals them one by one through his insightful essays in the book ‘Office Secrets – 50 Human Truths You Should Absolutely Know’.

    I don’t read them as Office Secrets. They are insightful observations of the curious mind of a marketer who has spent time deliberating on the business environment, office ecosystem and the people around him.

    In ‘Office Secrets’, Bhat wields an uncompromising, unforgiving pen to categorise people. He is feebly humorous and, at times, pointedly sarcastic. He is sometimes motivating and a helpful guide to navigating professional life. It seems he can observe and classify people in a uni-dimensional world just by observing how they look, sit, speak, contribute or not and even react to cookies or what they serve to the visitors.

     

    Reframing Friends & Colleagues

    Harish has taken the task of unmasking the secrets of the office.

    It is funny how things work. While reading the book, the faces of many colleagues flashed in my mind, and I started categorising them as I read a few chapters based on classifying people by their habits and reactions.

    We all know people are not unidimensional, but thankfully, the master crafter stays away from and spares the readers a possible insightful multi-dimensional categorisation, which he is more than capable of. Otherwise, it would have been tough to think of a cookie grabber who uses long PowerPoint presentations, rarely speaks at a meeting and more.

     

    More Than Mere Categorisation

    Let me be honest: the book has chapters beyond the mere categorisation of people, but the categorisation stands out and hits you where it hurts because, in addition to categorising people, you end up seeing your reflection in some of the descriptions.

    Additionally, Harish Bhat, in the book ‘Office Secrets’ uses the space to introduce you to some of the secret learnings and sources of inspiration. They come from a Horse to Hercule Poirot to making productive use of an unproductive meeting.

     

    Making A Point

    He is harsh on long PowerPoint presentations and presenters. He repeatedly asks for a shorter max of five-slide presentations throughout the book. He writes ( Chapter 10- on ‘Dump The Slides; Add Power To Your Point’)- ‘There is no subject on this planet whose essence cannot be put forward in five good slides, though it takes a lot of thoughtfulness to ensure such brevity”.

     

    Listening

    Harish Bhat rightly promotes gainful, serious listening, asking the right questions, saying NO – where needed, Generosity and Kindness in the office environment. In the chapter ‘Listening: A Vital Managerial Skill’ explains  beautifully in the section ‘Open your Mind”. “Most new ideas emerge from something that is not aligned to existing knowledge. So, the best way to listen is to keep your ears wide open for negative evidence – evidence that says you are wrong – and pay particular attention to why the speaker thinks that way. Don’t begin the process of evaluation until you have heard him/her out fully. An open mind does not guarantee your true enlightenment, but it certainly helps”.

     

    Limiting Digital Devices

    He is all for limiting the use of digital devices and writes (Chapter 11- ‘New Laws of Digital Workplace’)- “I am a strong proponent of Occam’s digital razor, a new-age version of an ag-old philosophy, which states that to live and work happily, you should minimise the number of digital devices you use. Zero is brilliant but rare, one is fine, two is tolerable, three is a noisy crowd and four is a mad stampede”.

     

    Laugh At Self

    As a brand marketer, he does not shy away from mentioning the Titan watch. Happily, he promotes Goa in the footnotes of the articles. As a practice, he writes a self-directed dig or experience at the end of the essay- reiterating the point that we in the corporate world need to be able to smile, if not laugh, at ourselves in a self-evaluative mode. I have written the last sentence in a way Harish Bhat, the author, abhors writing. His book is a far simpler, jargon-less, non-iterative compilation of his watchful observations.

     

    Notebooks Resonate With Me

    I fully endorse the use of pen and paper. One can put a notebook to many uses, including taking notes during a discussion, ideas, solutions, to-do list and many more. Keeping one handy and using it judiciously can positively contribute to life and personal image.

     

    Doodling Re-empathised

    Now, this is interesting not that it required an endorsement, but for ‘Unlocking Rhythms’ in his Chapter on ‘Finding Hot Spots for Ideas”, he writes- I have noticed colleagues who doodle meaninglessly during meetings, perhaps for the same reason, Rhythm appears to unlock the mind”. He further adds in Chapter ‘Taking Note of What Is Said’ and writes. ‘Doodler also carries a core belief that most of what is said in meetings is really a waste of time. So, he keeps himself busy during these discussions by doodling in his notebook. Occasionally, he may lazily scribble a note or two as well, if he hears something that sparks his interest. There is research indicating that doodling opens up your mind during meetings and makes you more creative, so don’t rule this out as a useless pursuit.’

    I am happy Harish can see the science and art behind an almost free-flowing doodling during meetings. I have been an ardent fan and practitioner of the art of doodling in the conference as an act, tool, and device for concentration and note-taking. I am known as a compulsive doodler, and my bosses would question whether I was paying attention if I was not doodling. Read the book ‘Office Secrets’ to learn more about fruitful positive doodling.

     

    Get the Hint

    All 50 essays are brilliant individual read and follow the bell curve. However, the ones that I really like feature towards the end and that helped me with a great aftertaste of reading the book. The ones I refer to are. Chapter-44, ‘Horse Play at Work- Here is what managers can learn from the fascinating world of horses’. Chapter-47, ‘What Should You Do When You Fly- How executives can make the most of their hours in the air’. Chapter-48, ‘New Principles of our office lives- Here are some laws 5hatgovern our modern workplace’. Chapter-49, ‘Taking Notes of What is Said- The six kinds of note-takers you will find at meetings, from the doodler to the digital geek’.

    The best advice is at the end of Chapter 50- he writes the obvious but something we all forget to remember or implement. ‘I think the best way to look good (he is not talking of dressing or grooming) at meetings is to keep your ears and mind open all the time, but to open your mouth only when you have something to contribute’.

     

    Mint Readers Be Forewarned

    All the 50 essays in the book have been earlier published in Mint newspaper – one of the finest financial newspapers in the country under the column titled ‘Tongue-in–cheek’. Now, if you have been a diligent Mint reader and a follower of the column. In that case, this book may not add much to your understanding other than slightly twisting the perspective under which you read it. Titles do have a way to skew our judgement and experience.

    People interested and who can read Hindi may want to read the short, crisp N Raghunatham column ‘Management Funda’ in Dainik Bhaskar- which appears every Wednesday across all editions and draws upon experiences in life.

     

    Office Secrets- Read At Your Own Risk.

    Now, don’t tell me I never warned you. The book has a hidden psychological pattern that nudges you to see things differently. Trust me, the office space, the interactions, and especially the meetings will no longer be the same. They are going to be meaningful and fun in a different way. You would see your colleagues differently. Maybe you will take a side bet on how the person reacts or why the person acts differently. In an updated and contemporary way, Harish Bhat in Office Secrets includes a few chapters dedicated to the perils and advantages of WFH (Working from home) and virtual meetings.

     

    Is there a Gender Bias?

    Oh! I am unsure if it is a gender bias – planned or a sheer oversight. I presume it is the latter. In most places, Harish has remained gender-neutral to humans. He refers to them as ‘Person’. However, in a few places, Harish uses ‘She’ as a pronoun to denote a kind of person. Fortunately, in most such places, he explains the power behind using pronouns. He makes it more gender inequal by praising one gender disproportionally.

     

    Slow warmer and follows the Bell-curve

    Now, this may differ from reader to reader. It depends upon what interests you. To me, the last seven chapters were the best of the 50 chapters. Harish Bhat’s Office Secret is no deviation and follows the bell curve. So, expect you to like more than 90% of the article and raise your eyebrows to 10% for different reasons.

     

    Net-Net

    I have enjoyed reading Harish Bhat’s earlier books like ‘Extreme Love of Coffee’,  ‘TATA Log’, ‘the Curious Marketer’ and ‘Tata Stories’.

    Office Secrets by Harish Bhat is refreshing, like the last pastry of the day. It is as interesting if you read a few chapters at a time and give enough gaps between the readings. It is candid with attempted humour that, at most, brings a smile to the face, if not a hearty laugh. However, a stand-up comedy artist could use the same inputs to make it viral.

    The categorisation of corporate personnel is funny and sharp at the same time; however, it does tend to become monotonous. And, yes, the chapters are not in order, and you can decide to read them in any order or sequence – like the ‘n’ chapter where 1<=n<=50. I would still advise picking them in the order they feature in the book- so that you do not end up reading similar chapters in a series. The author is clear about not understanding Millennials; hence, the readings and observations may not apply to them. I doubt that- they are also humans.

    You can read it as a light reading or be seriously involved to filter out the meaningful advice, and mantras sprinkled all over the book. The choice is yours. I found it interesting, enjoyable, light reading with mined insights and observations served with a dose of Humour. And that too when I officially  turn 60 on September 28, 2023.

     

    Office Secrets; 50 Human Truths You Should Absolutely Know

    Harish Bhat

    Penguin Business.

    Pages: 256 pages

    Price: Rs 399.

     

    Here are some snippets from the book for the interested:

    Generosity Chapter 2- Why Being Generous Is An Essential Trait Of A Great Leader.

    “Generosity is not charity. It is an act of reaching out to our team members or peers and signalling to them how important they are to us. It is an act of kindness that is incredibly motivating to the receiver and equally fulfilling to the giver, and it, thereby, creates even stronger bonding and team spirit within organisation”.

     

    24-Hour Rule. Chapter-4. Six Rules That Marked Working From Home. 

    “That it is very difficult for two people to spend all twenty-four hours together every day, for two years at a stretch. You may be deeply in love with your partner or your spouse and totally inseparable as a couple, but day long observations of their work idiosyncrasies, constant shop talk and general sloppiness can sometimes be too much to handle”.

     

    Balloons And Compliments. Chapter- 6. Have you spotted the Balloon in your office? 

    “Compliments are the helium that fills everyone’s balloons. They elevate the person receiving them so that he or she can fly over life’s troubles and land safely on the other side’.

     

    An Influencer. Chapter8. Why writing makes us happier. 

    “The ability to influence thinking in our specific sphere of work or interest inevitably creates happiness in our mind, even fulfilment. Sometimes, this is also important to our roles. Writing is perhaps the easiest way to develop such thought leadership.”

     

    ‘Limiting work to three hours’ and ‘Choose a Bohemian Location’ in Chapter 29- Conference101- And Ways To Add Some Fun. 

    This is something I would urge the senior team members to consider. He writes, ‘There is a simple basis for this conclusion (Limit Serious Work to Three Hours). If the best of the movies, with all their scintillating actors and emotive appeal, cannot hold our attention for more than three hours at a stretch, do heavy duty speeches and PowerPoint presentations by corporate men and women really have a hope in succeeding beyond this time limit”. He adds further, “The ability to indulge in a relatively harmless but deliciously sinful activity, such as some minor gambling or a visit to cabaret or a massage in a beach shack always adds to the overall appeal of the location. The casinos of Macau or La Vegas, the night spots of Bangkok and Pattaya, the punky street of Rio and the beaches of Goa- take your pick”.

     

    POSTSCRIPT

    Interacting With Office Secrets.

    This is beyond the review I usually do but is definitely inspired by Harish Bhat’s unqualified classification or the human dwellers in the corporate corridors.

    I do not claim to be as observant as Harish Bhat or as good a writer as he is. Having already said that there are no secrets, I am sure these will also be obvious in hindsight despite them being mere conjectures.

    You can look at people and define them the way they interact with the book- Office Secrets.

     

    The Curious Aggregator

    The person will read all the reviews and summaries of the book and then try projecting to be an avid reader. This person moves fast on the subject and has a new book summary to talk about before you get ready after reading ‘Office Secret’. In the office, the person assimilates ideas from discussions and makes up his or her mind early in the project or how it needs to be approached.

     

    The Curious Floater

    He is found in a bookshop beside the best-seller stand, where he would also find this book. He would pick it up because he had heard the name or read the earlier book, which makes the person curious. He will most likely try to make sense of the cover by referring to the back cover blurb- which will help decide whether to buy the book. Such a person in the offices wants to see a document’s objecting page at the start and last impact page. He is impressed by the names of the team on a project rather than the output.

     

    The Curious Reader

    The person would have already read the reviews and a few comments on LinkedIn on the book, including the write-up Harish posted there. Some may have read this review, which would have confused them more than helped to make up their mind. The person would buy the book out of curiosity about what Harish Bhat is up to and will most likely have expectations based on past readings. This person would want to be part of every document and presentation in the office. He will float from meetings to meetings in trying to have an inactive overhand of what is happening in the office.

     

    The Curious Early Bird Reviewer

    The person reads the book and then starts talking about the book in every conversation. Every book or additional information has that limited time-bound value for the person. Usually, they are the readers who pre-order and are the first to read the book. They then flaunt their engagement and are generally positive in their appreciation of the book. One dead giveaway is these people, including learnings from the book and its reference in the next presentation.

     

    The Curious Amplifier

    This person reads a few books but gives them serious reading. In addition to reading the book, the person demonstrates and tries leveraging his reading by carrying the book to all the places. Read it while in transit and in the office. The person would keep it on their worktable or the stacks of books in their workstation. This person may even be tempted to write an e-mail to Harish Bhat sharing inputs on how engaging the book was. Be warned – Office Secrets may not be suitable for this work.

     

    The Curious Silent Performer

    The person quietly orders the book after it has gained some excellent reviews and momentum. They get the book and then seriously engage in reading. The pages are marked, and sentences are underlined for reference. The book, if liked, reaches their library and is recommended for reading in the right environment. These people in office demonstrate their capability to work under constraints of resources by taking on only as much as they can deliver.

     

  • Pune Design Fest on Jan 11 & 12

    By A Correspondent

     

    The Pune chapter of Association of Designers of India (ADI) has announced the 14th edition of its annual Pune Design Festival. It will be held on January 10 and 11, 2020, in, well, Pune with the theme ‘Crossroads’, to discuss how design is evolving across domains and disciplines and is on the cusp of its next big shift.

     

    Said Bala Mahajan, President, ADI Pune Chapter: “The festival will span across a week of concurrent events in the city. The two-day conference being our flagship, the week will also include Lexus Design Awards, hands-on workshops, visits to design studios, Design Expo, six parallel forums focused on topics such as Branding, Gaming & Animation, Interaction Design & so on.”

     

    Talking about the highlights from earlier years, co-convenor Ashwini Deshpande added: “Our stage has been graced by Bunker Roy, Dadi Pudumji, Resul Pookutty, all Padmashree honoraries, internationally renowned design thinkers like John Thackara, Ashoka Awardees like Sonam Wangchuk, Kiran Bir Sethi and Swapneel Chaturvedi. While we are proud of our Pune lineage, we are an international design festival. We have had speakers from over 10 countries and professional delegates from Bengaluru, Delhi, Ahmedabad, Hyderabad, Chennai, Mumbai and Jaipur apart from Pune every year. Last year, we also had media from Japan covering the festival. Attendees include professionals from design practice, industry, academia (60%) and students (40%).”

     

    This year, Harish Bhat, Brand Custodian, Tata Group will be a keynote speaker. Spaceship designer & space entrepreneur Dr Susmita Mohanty, celebrity photographer Joseph Radhik, experimental letterist Kriti Monga are some of the other speakers.

     

    Said Ashish Deshpande, President, ADI National Executive Committee: “Since ADI is a not-for-profit Trust, we focus on being inclusive so that most number of attendees can benefit by our events. Pune Design Festival Conference & Forum passes have easy-on-pocket  flexible options and Design Expo is open to public for free.”

     

     

     

  • A tea lover’s account of ‘An Extreme Love Of Coffee’…

     

    By Sanjeev Kotnala

     

    I am writing the book review with a cup of hot steaming Sunrise Coffee. I can blame the book, ‘An Extreme Love Of Coffee’ for my change of brew.

    I am a typical North Indian whose love of tea is known across family and friends. Yet, after landing at Nagpur and having finished the novel on the flight, involuntarily, I made myself a cup of coffee. Not the type Harish Bhat romances in his debut novel and the third book ‘An Extreme Love Of Coffee’. Think, it will do for this review.

    I never relished coffee. I never acquired the love of its taste and aroma. May be I never had an authentic filter coffee. But, then, Harish being a batchmate from IIM Ahmedabad, I had to pick the book and read. I don’t regret it.

    I wish I could have the aromatic magic beans of coffee perfectly roasted that gave Rahul (the protagonist in the book) and his girlfriend Neha, the experience. Harish Bhat must be knowing the secret to have penned a unique novel like ‘An Extreme Love Of Coffee’, unless he was having something more basic but not yet legal in India.

    It is not a typical novel. There is an adventure, romance, threats, a ghost thrown in for good measure and series of puzzle that must be solved to get to the treasure; treasure hunt.

    It did not promise to be the kind of book I would love. Yet, I finished it in two sittings.

    Oh, the book is full of effusive praise of coffee, enough for you to start planning a coffee tour to Coimbatore, Bangalore, Mangalore and Coorg. I am still under the spell of coffee beans.

    The varieties Harish introduces are enough for a tea drinker like me to get overwhelmed. Here is a suggestion: the Coffee Board of India could make ‘An Extreme Love Of Coffee’ standard accessory in rooms at the coffee plantations.

    In a nutshell, Rahul and Neha’s love of coffee sends them into a chase. They are tracking the treasure of the coffee-loving-monk. They have clues which naturally had everything to do with coffee.

    The sword-flashing Japanese Yamamoto brothers believe the treasure belongs to their family and they will do anything to get it. Do Rahul and Neha, while sharing their descriptive coffee experience, find the treasure? Do they get the promised treasure? Do they accept the treasure? Read this fast-paced, enough intriguing debut novel of Harish Bhat.

    In sum, it is an exciting book. However, it leaves a few things unanswered. At a few places, the reader must try not to question what is happening. Trust the author to take the story forward. Reimpose the same trust in chapters where the pace is sluggish, and you are left wondering if you are in a course for coffee lovers.

    At the very start, Rahul the young, ambitious copywriter at Minimum Maximum Mumbai (3M) advertising agency writes one of the best scripts sitting at a Starbucks. He is rewarded with an all-expenses-paid holiday for a month. At the coffee plantation, he tastes the magic coffee beans and has an experience that could best be described as a hallucination. In his words, a dream. He is at a coffee plantation in India, and the experience is in Tokyo. Based on his dream, he writes a brilliant script for soon to be launched spring mattress.

    You never know, if Rahul was dreaming and hallucinating. Or was it a reality? It is one of the few exciting and engaging section of the book. Surprise, his girlfriend also has the same dream! And she too consumed magic bean coffee. Were dreams inserted in their mind? Suddenly the adventure kicks in.

    There are too many coincidences and loose ends for my liking, but that’s the way I believe Harish Bhat wanted it to be. A blind rollercoaster ride for the reader.

    Rahul and Neha keep getting lucky a the start, middle and at the end of every episode. They solve a somewhat tricky puzzle set many years back with surprising ease. Harish Bhat manages to keep you engaged at a voyeuristic distance for you to be part of puzzle-solving and travel with the characters.

    I enjoyed reading his earlier books: Tata Log- stories from the modern history of Tata. And Curious Marketer, which spoke on why curiosity is vital for marketers and everyone else. In his debut novel “An Extreme Love for Coffee’Coffee’ published by Penguin Random House, curiosity plays a definitive role. In a way, the story re-emphasises curiosity, passion and enthusiasm as a necessary ingredient for devotion to a subject. I am not sure if that is the way he sees this trilogy.

    Frankly, there is too much coffee in the book. I think it would have been a brilliant move if the book had the aroma of coffee or the magic coffee beans delivered with it or at least a section telling you where and how to get them. Something like the Elephant Poo coffee beans idea. (Read the book to know what it is).

    I have no magic coffee beans in the hotel at Nagpur, so I moved to the Chaayos masala tea sachet that I carry with me. Tea is also a magic brew, with its variations, taste and aroma that once can be discovered all over the country. Unfortunately ( or maybe fortunately), it does not have a coffee lover like Harish Bhat.

     

    Harish Bhat, keep drinking coffee, and maybe you will find time to share some of your experience for the 1987 IIM Ahmedabad Batch Gettogether at Hyderabad coming Jan.

     

  • D Shivakumar elected Chairman of ASCI

    By A Correspondent

     

    D Shivakumar

    It’s the time when Board meetings are held as was the case with the Advertising Standards Council of India (ASCI) held on Wednesday where  D Shivakumar, Group Executive President, Corporate Strategy at Aditya Birla Group was unanimously elected as the Chairman of the Board of ASCI. As the member of the Board of Governors for three years, supporting self-regulation, Shivakumar is an accomplished business leader having spent over 19 years in sales, marketing and general management positions across consumer products and the luxury industry.

     

    Rohit Gupta, President – Network Sales & International Business, Sony Pictures Networks India Pvt Ltd, was elected Vice-Chairman and Shashidhar Sinha, CEO, IPG Mediabrands, was re-appointed Honorary Treasurer.

     

    Members of the Board of Governors include; Harish Bhat (Director, Tata Global Beverages Ltd.), Subhash Kamath (Managing Partner, BBH Communications India Pvt Ltd), Sandeep Kohli (Executive Director & Vice President for Personal Care Hindustan Unilever Ltd), Prof SK Palekar (Adjunct Professor & Advisor – Executive Education Institute of Management Technology), NS Rajan (Managing Director, Ketchum Sampark Pvt Ltd), KV Sridhar (Founder & Chief Creative Officer (Director), Hyper Collective Creative Technologies Pvt Ltd), Abanti Sankaranarayanan (Former Vice Chairperson, CIABC), Girish Agarwal (Director, Dainik Bhaskar Group), Madhusudan Gopalan (CEO, Procter & Gamble Hygiene and Health Care Ltd.), Prasun Basu (President – South Asia – Nielsen (India) Pvt. Ltd.), Sivakumar Sundaram (President- Revenue Bennett, Coleman & Co. Ltd), Vikas Agnihotri (Director Sales, Google India Pvt. Ltd.), Umesh Shrikhande (CEO, Taproot India Comm. P. Ltd.).

     

    Said Sankaranarayanan, the outgoing Chairman, ASCI: “2017-18 has been another strong year for ASCI as we have made significant advancements towards building our organisational muscle, external credibility and strong collaborations. Our stringent guidelines, seamless processes and the dedication and hardwork of our Consumer Complaints Council have contributed to restricting the use of misleading advertisements and enhance self regulation. ASCI’s momentous achievements for the year include successful completion of three year-long collaboration with Department of Consumer Affairs, renewal of Memorandum of Understanding (MoU) with Food Safety Standards Authority of India, introduction of ‘Guidelines for Celebrities in Advertising’ and inclusion in Ayush’s Empowered Committee to control misleading ads of AYUSH drugs. As the Chairman for ASCI for the year 2017-18, I am extremely proud to be a part of this journey and I am confident that under Shivakumar’s Chairmanship. ASCI will continue to grow swiftly and steadily.”

     

    Added Shivakumar: “I want to thank Abanti for her stewardship. We live in changing times with respect to information, media and trust of society. ASCI has been built on the foundation of self-regulation and the wisdom of the previous chairmen and the board. It’s my privilege to do the role now.”

     

     

  • Amitabh Kant, Chandrasekhar Radhakrishna, Harish Bhat, Nadia Chauhan & RS Sodhi to be felicitated at Goafest

    By A Correspondent

     

    The Advertising Club and the Advertising Agencies Association of India jointly announced the first ever Champions of Excellence who would be felicitated at the Goafest on April 7.  The awards “acknowledge and salute visionary advertisers who have taken the leap of faith and invested resources, ensuring that ‘Great ideas transform into Great advertising’”.

     

    The jury consisting of senior members of the Awards Governing Council of the Abbys at Goafest were unanimous in selecting Amitabh Kant, CEO, NITI Aayog,  Chandrasekhar Radhakrishna, Senior VP & Head of Communications and E- Commerce, South Asia Region – ‎Nestlé India Ltd, Harish Bhat, Chairman, Tata Global Beverages and Nadia Chauhan, JMD and Chief Marketing Officer, Parle Agro, RS Sodhi, Managing Director, GCMMF Ltd (Amul) as the first ever recipients of this new and prestigious industry award for their role in inspiring great advertising.

     

    Said Nakul Chopra, President AAAI: “For the first time we are honoring advertisers at the Goafest. This award is very special as it acknowledges the pivotal role played by these men and women we call “clients” but who have acquired a much larger status in the overall brand scenario. These are the select few individuals who have helped build and nurture brands, supporting their Agency partners every step of the way.

     

    Added Raj Nayak, President, The Advertising Club: “As an industry we need to salute these Brand Custodians who stake the reputation and money of their Brands on the creativity of their advertising agencies. They literally take that leap of faith every day. Having them at Goafest would be very inspirational for the audience.

     

    Said Ashish Bhasin, Chairman Goafest: “Wwe always celebrated advertising agencies, digital companies, production houses and media companies at the Goafest. Now with top advertisers being honored, the festival is more complete.

     

    And this is what Ramesh Narayan, Chairman, Awards Governing Council said: “This award really places the advertiser at the center of the communication effort, and rightfully so. The response for nominations from advertising agencies was quite good and I am confident this would go on to become one of the highlights of the Goafest in the years ahead. What is advertising without the advertiser?”

     

  • Insights2020 study highlights role of Insights and Analytics in driving customer-centric business growth

    By A Correspondent

     

    Seventy-four percent of companies that over-perform on revenue growth create customer experiences based on data driven insights, with only 30 percent of under-performing companies reporting the same, according to initial findings from Insights2020 – Driving Customer-Centric Growth, a global marketing leadership initiative. The study, led by Millward Brown Vermeer in partnership with The Advertising Research Foundation (ARF), ESOMAR, LinkedIn, Kantar and Korn Ferry, builds on the findings of Marketing2020 and is focused on aligning insights and analytics strategy, structure and capability to drive business growth.

     

    Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance. The research team analyzed over-performing and under-performing companies in terms of revenue growth to understand what over-performing organizations are doing differently to drive success.

     

    “More than a set of activities, customer-centricity is a strategy to deliver business value against customer needs, guided by brand purpose,” said Frank van den Driest, Chief Commercial Officer, Millward Brown Vermeer and Insights2020 global program leader. “Building on the findings from Marketing2020, Insights2020 found that companies that out-perform their peers on revenue growth do so by over-performing on key drivers of customer-centricity. With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.”

     

    The research revealed a number of striking differences between over- and under-performing organizations, and all tie back to three key dimensions of customer-centric growth: Total Experience, Customer Obsession and Insights Engine:

    :: 83 percent of revenue growth over-performers link everything the company does to its brand purpose, as opposed to only 31 percent among revenue growth under-performers.

    :: 62 percent of over-performers leverage insights and analytics to drive consistency across all customer touch-points, only 26 percent of under-performers do.

    :: In 78 percent of over-performing companies, customer-centricity is fully embraced by all functions whereas this is only true in 12 percent of the under-performing companies.

    :: 66 percent of all over-performers are working to link their disparate data sources, compared with only 33 percent of under-performing companies doing so.

    :: The Insights and Analytics function reports straight into the CEO in 33 percent of over-performer companies; this is true for only 13 percent of the under-performers.

     

    Phase two of Insights2020, available in early 2016, will build on the key drivers of customer-centric growth and will explore the roadmap for helping brands reach customer-centricity.

     

    Laurent Flores, President of ESOMAR added, “Our industry and clients’ businesses are in a period of significant transformation. These findings present an opportunity for the research industry to increase our impact and play a pivotal role in driving customer-centricity and business growth.”

     

    Keith Weed, Chief Marketing and Communications Officer, Unilever, and chair of the Insights2020 advisory board said, “I am particularly excited about practical application opportunities highlighted by the initial findings. These findings offer every CMO and Insights and Analytics leader a clear list of focus areas and I look forward to building on our initial learning as we share and explore the findings with the industry.”

     

    Harish Bhat, Member, Group Executive Council, Tata Sons says, “Our market is changing very rapidly, the role of marketing too has changed beyond all recognition. Most marketers are probably asking themselves, how ready are each of our organizations to drive growth in this new age of the connected consumer.  This is indeed the dawn of a new age of marketing, with limitless possibilities and equally daunting challenges. Insights 2020 has looked to understand the role of insights and analytics profession in this context, and you will agree with me that the insights and analytics profession is critical to each of our organizations, our CEO’s and CMO’s, as we take our business forward into the future. This is a study of how companies in India and other parts of the world can make best use of insights and analytics to drive customer centric growth.  Its findings are an important foundation on which marketers can build.”

     

    Dinesh Kapoor, Chief Solutions Officer – South Asia, Millward Brown, said “Insights2020 underscores the point that in today’s fast-changing environment, being in constant touch with the customer is fundamental to continued business success. The only way to achieve that is to create a culture where customer-centricity is fully embraced by all functions, and all data sources are linked to get the sharpest insights that deliver the best customer experience across all touch points.”