Goafest 2012: Innovation is the magic of ideas: Tim Love

23 Apr,2012

By A Correspondent


Tim Love, CEO, APIMA, Vice Chairman, Omnicom Group talked about how the world we live in today has become interdependent especially because of technology during his address on ‘The Magic of Ideas – Our Language Impediment’. He was of the opinions that one thing the financial crises have taught us is that we are all inter-dependent.


Mr Love spoke about how “Digital is not a channel but, the air we breathe and communicate with each other,” giving the example ofIndiabeing the fourth largest internet user population despite its internet penetration being merely 8 per cent. He also talked about how language is a technology and how we have underestimated the effect language has on human misunderstanding.


Besides talking about the importance of verbal communications, Mr Love also spoke about the importance of nonverbal communications. He said that just as verbal or spoken communications, nonverbal communications like sign language, although universal, differs from culture to culture; but no matter what the stream of communication, technology will always flow through.


During the Q&A session moderated by Ms Kainaz Guzdar of P&G, when asked to give a few suggestions or advertisers and marketers on how to come with great ideas on language impediment, Mr Love explained that one must be more cognisant in languages, and show some sensitivity to different languages verbal or nonverbal. He added that ideas are best communicated from individual to individual. He also pointed out that one needs to be careful with languages in different cultures, as it could have different meanings in different cultures, and how we have always minimised the importance of language.


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