MxMIndia

Tag: John Philip Jones

  • Digital is the flavour of the year, it is because digital is a new medium, it is an evolving medium and it is very fashionable these days to talk about digital, says Ajay Chandwani, Director, Percept

    We hope digital could translate into more benefits to clients: Ajay Chandwani

    Ajay Chandwani, Director, Percept talks ton MxM India on what shone and clicked at Goafest 2012 and spells out his expectations for 2013.

     

    What were the key takeaways from Goafest 2012?

    Even though I may have missed some of the sessions at Goafest 2012 since I wasn’t there at that time, however, I was told the sessions were very impactful and that it had covered every length and breadth of the subjects. I was also told how the 3D’s i.e. Design, Direct, and Digital stole the limelight at the day one of Goafest 2012 awards. In fact, it is no longer just the media awards, but the day one awards cover the media and the 3D’s, so I am happy that it has reached that point. Besides, I also found Professor John Philip Jones’ session very interesting and insightful.

     

    On the emphasis given to digital this Goafest:

    Digital is certainly the flavour of the day, may be flavour of the year or the last few years. If you look at most of the seminars, digital has been the talking point, it is because digital is a new medium, it is an evolving medium and it is very fashionable these days to talk about digital. We are hoping that it could translate into more benefits to the clients because today it is still a television and print led economy as far as advertising is concerned. Ironically, not more than 3 or 4 per cent of clients’ money is actually going to digital. So I am hoping that this would change, I am also hoping that through these seminars it will enlarge the digital complementary, it will create interest in the mainstream creative people to enter digital and when this happens then the medium will expand.

     

    Has there been an improvement in digital creatives over the years?

    Yes, there has definitely been an improvement in the digital creative which was not so until two years ago because it was a new medium, it is still not attracting the top talent of, say, the mainstream creative, but when this happens, only then we will see the real growth of digital happening in India. However, the fact that we won a grand prix in digital in itself is a very good trend.

     

    Expectations from Goafest 2013…

    We expect Goafest 2013 to be even better and even brighter and smarter in terms of selection and more participation from companies is also expected.

     

  • The original idea of a business conclave is for a few industry leaders to sit together in a roundtable and discuss the issues of business of advertising says Sam Balsara

    Need for industry leaders to deliberate on biz of advertising: Sam Balsara

    Always the one with the questions, Madison’s Sam Balsara was his usual self at the sessions as he questioned a few ideas and provided his solutions on the same. MxMIndia got Mr Balsara to briefly share his stance on the sessions this year and sought his recommendations for Goafest 2013.

     

    What would be the takeaways from the sessions over the three days?

    I think the sessions this year have been excellent; the quality of speakers has been high this year. I think it’s all credit to the growing brand equity of Goafest that we have been able to attract so many international speakers of repute. There have been some good broad learnings; it’s not that we didn’t know about them but these speakers of stature have reinforced the belief that advertising is moving from one to many – from conversations to stories. Clearly digital seems to be the mantra of today. The sessions were woven around the magic of advertising, I think John Philip Jones came out with a refreshing and different quantitative view on how not to get carried away on what you think and I think are the required numbers. His basic message of not having share of voice or a good share of the market means that you are getting into a dangerous area. I think it is pretty important for many brands inIndiato take note of.

     

    A word on the Media Abby awards held this year…

    Though we did emerge a big winner, I think the enthusiasm among the crowd was low compared to the earlier years. This possibly may be due to the awards being distributed far more in quantity this time – but this is a good thing for the industry and will encourage more participation.

     

    What are your recommendations for 2013 to the Goafest committee?

    A significant recommendation that I have is more related to the Business Conclave, which I feel needs to be relooked at. The original idea of a business conclave is for a few industry leaders across the spectrum of advertising, media agencies and so on to sit together in a roundtable and discuss the issues of business of advertising and how to make it profitable. Also, we need to invest more in talent and learning. Right now I think it has become an extension of the sessions and we need a sharp a dividing line between the business of the advertising seminar and the knowledge seminar. I think we need to bring that back.

     

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  • Professor John Philip Jones, Author and Brand Guru was of the opinion that like in India, even theUS did not make the best use of internet advertising. However, he felt that the medium would continue to grow in both parts of the world

    Ads must be rational: Prof John Philip Jones

    By A Correspondent

     

    The internet would be the third largest medium in the world by 2020 after television and direct mail, said Professor John Philip Jones, Author and Brand Guru at the last day of Goafest 2012.

     

    The last day, which saw another good and powerful line up of speakers at Goafest 2012, commenced with Professor Jones talking about ‘Adding Drive to Magical Ideas’ and about the need for brands to use right strategies and right data to make advertising more effective.

     

    Interestingly, Professor Jones was of the opinion that like in India, even the US did not make the best use of internet advertising. However, he felt that the medium would continue to grow in both parts of the world.

     

    In the Q&A session moderated by Mr Rajesh Jejurikar, President, Zee Entertainment, Professor Jones said that while it is good for advertisements to have emotional contents, there has to be some elements of rationality in the advertisement to make it more effective to reach out to the consumers.

     

    Mr Simon Wardle, Chief Strategy Offer, Octagon spoke on ‘Passion Drivers and the Magic of Why’, citing the example of passion for sports which varies from country to country, for instance, the passion for cricket in India and the passion for football in another.  He said that in order to understand the consumers’ passion, brands will have to think like the consumer. He gave the example of ‘Mars’, a chocolate bar that didn’t change the colour of its wrapper since the 1930s, but during the Football World Cup a few years ago, it ran a campaign and tweaked the wrapper giving hope to its consumers that their country would win the World Cup after many years. He also said that it is not the sport that the consumer is loyal to, but the team and brands must understand this.

     

    Mr Rishad Tobaccowalla, Chief Strategy and Innovation Officer, Vivaki spoke on the future of creativity and the different mediums available today. He highlighted the abundance of opportunities in creativity within mobile itself, be through sound, picture, or even video. He was of the view that the real test of a brand is when consumers remember a brand for its creative, even after a period of time.

     

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  • The Goafest Committee has announced the names of three renowned speakers for Goafest 2012 Knowledge Seminars. Amir Kassaei, Rishad Tobaccowala and Prof John Philip Jones will impart their knowledge and expertise at the Goafest 2012 Knowledge Seminars on April 20 & 21.

    Amir Kassaei, Prof John Philip Jones & Rishad Tobaccowala to speak @ Goafest

    By A Correspondent

     

    The Goafest Committee has announced the names of three renowned speakers for Goafest 2012 Knowledge Seminars. Amir Kassaei, Chief Creative Officer, DDB Worldwide, Rishad Tobaccowala, Chief Strategy and Innovation Officer, VivaKi and Prof John Philip Jones, Emeritus Professor at the Newhouse School of Public Communications, Syracuse University, New York will impart their knowledge and expertise at the Goafest 2012 Knowledge Seminars to be held on April 20 and 21.

     

    Commenting on the exciting lineup of speakers for Goafest 2012 Knowledge Seminars, MG. Parameswaran, Member of GoaFest Committee said, “We have lined up a galaxy of globally renowned speakers with an interesting mix of creative, branding, digital and media experts for the Knowledge Seminar this year. We conducted a survey last year and realized that the young delegates wanted Goafest 2012 to cover all aspects of communication at our seminars. Hence we left no stone unturned to get the best speakers to enrich and enlighten young minds this year.”

     

    “To reiterate our promise of having a bigger and better Goafest 2012, we have brought the best minds from across the globe to be a part of the fest and engage in conversation through their thought provoking ideas and discussions. I am certain that these speakers will add immense value to our event,” added Arvind Sharma, Chairman, Goafest Organizing Committee.

     

    Amir Kassaei is the Chief Creative Officer DDB Worldwide and one of the most lauded creatives in the world. Born in Iran, raised in Austria, and educated in France, Amir settled in Germany in 1997, gaining experience early in his career in a variety of roles ranging from Account Manager to Strategic Planner to Art Director and Designer at agencies such as TBWA, Barci & Partner and Springer & Jacoby. At Springer & Jacoby, Amir advanced from Copywriter to Creative Director and finally to Executive Creative Director on the global Mercedes-Benz and smart accounts. In 2003, Amir joined DDB as Chief Creative Officer and Associate Partner of DDB Germany, where he quickly helped reshape the agency. After joining the agency as the youngest DDB Chief Creative Officer in Europe, he quickly transformed it into one of the most creative and successful agencies in Germany. Under Amir’s leadership, DDB Germany has also been ranked the most awarded German agency in the Gunn Report. During his tenure at DDB Germany, Amir founded and established Tribal DDB Germany as a modern and multichannel agency. Amir and his teams are the recipients of more than 2,000 national and international awards, including 40 Cannes Lions in the past five years.  He was named TheBig Won Report’s Top Chief Creative Officer” in 2009, and has been one of TheBig Won’sTop 3 Chief Creative Officers for each of the last three years.

     

    Rishad Tobaccowala helps guide strategy and serves as a catalyst to innovation efforts across Vivaki – a Publicis Groupe entity that combines the collective scale, clout and talent sitting inside of Denuo, Digitas, Razorfish, Starcom MediaVest Group (SMG) and ZenithOptimedia. Working closely with brand CEOs and VivaKi Country Chairs, he helps VivaKi’s companies show clients the way forward in an exciting and changing time for marketing.

     

    Prof. John Philip Jones was born and educated in Britain and graduated with the Economics Tripos from Cambridge University (BA with Honors and MA). He spent twenty-seven years working in the advertising agency business, mainly in branches of the J. Walter Thompson Company in Europe and as a market researcher and manager of the advertising for major international clients. For eight years he was international account director on Unilever’s Lux Toilet Soap, the largest-selling bar soap in the world. He has also published sixteen books and 100 articles in professional and academic publications: all on branding, marketing and advertising.

     

    Goafest 2012 is being organized by AAAI and Ad Club Bombay in partnership for the 5th year. Over the years, specialist areas like Out of Home & Ambient, Design, Digital & Mobile Advertising, Direct, and Integrated Advertising have been growing in importance. In recognition of this phenomenon, in 2012, Abbies at Goafest will have provision for Grand Prix in all the nine verticals- the Grand Prix is being introduced in the media awards as well.

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