AdAsia: Change, the only constant

02 Nov,2011

 

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.”

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