MxMIndia

Tag: Uncertainty

  • The theme of AdAsia – Uncertainty – underlines the need to keep up with change if one is not to be left behind. Industry attendees weigh in.

    AdAsia: Change, the only constant

     

    By Shruti Pushkarna and Tuhina Anand

    [youtube width=”400″ height=”300″]http://www.youtube.com/watch?v=VswkUKXre-I[/youtube]

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    The AdAsia 2011 conference opened to a jam-packed hall at the Taj Palace yesterday in New Delhi. Welcoming over 1200 delegates, Minister for Information and Broadcasting Ms Ambika Soni said who else but the government of India could understand the theme of this conference better, for which “uncertainty is truly the only certainty”. Going further with the Minister’s perception of change being the only constant, MxM India’s Shruti Pushkarna and Tuhina Anand caught up with a few delegates to see what ‘Uncertainty: The New Certainty’, the theme of this edition of AdAsia meant for them and their respective businesses.

    Through the sessions, speakers and delegates seemed to be in general agreement on how the world is changing rapidly, especially in terms of technological advancements, and it is the pace at which one adapts to this change that will determine how successful or unsuccessful one is.

     

    Michael Roth, Chairman and CEO, Interpublic

    Michael Roth, Chairman and CEO, Interpublic said that the focus is on change, and with the global economy changing, the highlight of this conference is the need to stay ahead of the curve in terms of new technology and new economies. While Piyush Pandey, Executive Chairman & Creative Director, South Asia Ogilvy & Mather also agreed that the focus of the theme is about keeping our minds open to change, he added, “It does not mean that you have to change tomorrow morning… but prepare yourself for the change, if you are not ready for it, you will get left behind.”

     

     

    Tom Doctoroff, JWT North Asia Area Director Greater China, CEO

     

    Tom Doctoroff, JWT North Asia Area Director Greater China, CEO, however also put some stress on consistency. He said while the theme of the conference might be provocative, we have to acknowledge that which remains timelessly true, like robust brand equity and big brand ideas.

     

     

     

     

     

     

     

    Vikram Sakhuja, CEO, GroupM South Asia

    Vikram Sakhuja, CEO, GroupM South Asia put it in simple terms, saying, “Uncertainty is the new certainty in the context of marketing primarily because communication to consumers has moved from a sequential, controlled, advertiser talking to consumer, to much more devolved, fluid and instant conversation with a consumer”.

     

     

     

     

     

     

     

    Ravi Deshpande, Chairman and CCO, Contract Advertising

    Talking about the correlation that the politico-social world shares with the sentiment or the idea of a brand in a consumer’s mind, Ravi Deshpande, Chairman and CCO, Contract Advertising said, “…You are bound to have an impact on marketing or advertising when the world around us keeps changing… if the world is uncertain, so are we in our business.”

  • Delegates from 25 countries can look forward to three days of stimulating give-and-take as the annual advertising festival begins with a gala.

    Ad Asia set to take off

    By A Correspondent

    Close on the heels of the Formula One extravaganza comes the annual Asian advertising mela, AdAsia 2011, which begins tonight with an opening gala. The three days that follow will see sessions featuring some of the biggest names in the advertising, media and marketing fraternity take the stage and share their views with the more than 1,000 delegates from 25 countries who have registered for the event.  The theme of the congress is ‘Uncertainty: the new certainty’ but there is nothing uncertain about the buzz around AdAsia 2011, New Delhi.

    Over the 20 sessions planned for the congress, panels will share their invaluable experiences, insights and sharp analysis of ongoing events, providing new ideas, concepts and a firm handle on how the changes we are witnessing today will translate into trends in the future. They will go beyond analysis to address the question of ‘How’, and to elaborate innovative ideas and solutions to key global challenge.

    Some of the key members who will share their views include Harish Manwani, Chief Operating Officer, Unilever, and Chairman, Hindustan Unilever Ltd, Nikesh Arora, Senior Vice President and Chief Business Officer, Google, Indra Nooyi – Chairman & Chief Executive Officer, PepsiCo, Joseph Tripodi – Executive Vice President and Chief Marketing & Commercial Officer, The Coca-Cola Company, David Droga – Founder, Creative Chairman, Droga5, Kelly Clark, Worldwide CEO, Maxus and Mainardo De Nardis, CEO, OMD Worldwide among othes.

    Piyush Pandey, Executive Chairman and CD, South Asia, Ogilvy & Mather India will be part of a session on `Asian Creative? A New Brief’ which will discuss if Asia can lead the next creative renaissance, what is lacking to achieve this and how it can be tackled. There will also be a session on ‘Conversation as a route to driving certainty’. The topic will be addressed by Chuck Brymer, President & CEO, DDB Worldwide and Nikesh Arora Senior Vice President and Chief Business Officer, Google who has wide experience in various functions at Google. There will also be a session by BCG Japan on ‘Marketing to Women Consumers in Asia’ which will share insights and analyse traits of the Asian Woman Consumer and will try to ascertain whether her DNA affects her shopping habits. An interactive session with Luis DeAnda, Chief Operating Officer, TBWA\Hakuhodo, Japan will follow.

    Commenting on the Agenda and the delegate participation, Madhukar Kamath, MD & CEO, Mudra Group and Chairman of AdAsia 2011 said, “The amount of buzz and excitement this event has generated is truly incredible. I can confidently say that this is an Asian event that has caught the interest and attention of the world. Apart from Asia and the Middle East, even delegates from countries like USA, UK, Australia, Poland and Africa have registered for the event. The magnitude of the event this year is much larger than the previous years with nearly 50 speaker confirmations from across the globe. Delegates of AdAsia 2011 can look forward to intellectually thought provoking sessions of debates and discussions which will redefine how we look at the world we operate in. Speakers will include leading lights from the fields of business, marketing, advertising, media and communications.”

    This year AdAsia 2011 will also be different as it will bring to attention, provoke debate, and challenge the minds present to think of providing creative solutions to one of the critical issue on ‘The girl child’. During the AdAsia, this effort will surface in different aspects and areas of the congress. It will include a special presentation dedicated to ‘The Female Equation: Communicating with Conscience’  by  Frederika Meijer, Representative – India & Country Director- Bhutan, UNFPA.

    AdAsia began as a three-day Asian Advertising Conference in 1958 sponsored by the Japan International Advertising Association (JIAA). The principal objective of the conference was to give Asian advertising a boost in the post-war era. The conference was attended by delegates from six countries including Japan. The modest conference grew into a congress in the 1960s and was named AdAsia in 1984. AdAsia2011 is being organised under the aegis of the Asian Federation of Advertising Associations (AFAA).