Goafest 2012: ‘Need for old & wise to guide youth’

23 Apr,2012

By A Correspondent

 

Keeping in line with the theme, ‘Ideas that impact the full circle’, a panel discussion moderated by Anuradha Sengupta, Features Editor, CNBC TV18 and including panelists like Tim Love, CEO, APIMA, Vice Chairman, Omnicom Group; Jonathan Mildenhall, VP, Global Advertising Strategy and Creative Excellence, Coca-Cola; Jayant Murty, Director of Strategy, Media and Integrated Marketing, Asia Pacific Region, Intel Corp and Jean-Yves Naouri, COO, Publicis Group discussed the need to present their agencies differently; the loss of long-term relations between the clients and the agencies and the need for multiple agencies to build a brand.

 

Tim Love observed that advertising is actually an education and noted that while the advertising industry is all about ideas and thus need young rebellious minds, there is also a need for the old and the wise to guide and direct the youth.

 

Jean-Yves Naouri, on the other hand, insisted that creative agencies are here to respond to business and gain the trust, mind and presence in their client’s life. “Keep the dialogue between brand and consumer alive. Engage consumers as there will be people who will be inspired by the brands and this is what matters the most.”

 

Speaking on the agency-client relationship, Jonathan Mildenhall said that it is easy to maintain one relationship better that ten different ones, and therefore he would reluctantly look outside his roster agencies for creativity. However, he felt that brands may scout for multiple creative agencies if they find the need for specialist agencies that could help them reach out to their clients more effectively. He was also quick to point that although digital is showing robust growth in India, it needs to boost its creativity in this space. “Majority of UK spends on digital, however the internet reality is bigger than the creative ambition in India.”

 

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