IMC 2013: Being creative and loving it

18 Feb,2013

By A Correspondent


While brands do acknowledge the big role that the medium of print essays in getting them to speak to their audience, the task has become more daunting in recent times what with the advent of multiple mediums. At such times, being innovative and creatively unique is what may make them stand out from the clutter.


In the session on ‘Advertising Creativity and Magazine Media’ at the Indian Magazine Congress 2013, the panellists took turns presenting their viewpoints on how print could still remain a preferred medium for brands going forward.


Lutz Kothe, Chief General Manager, Marketing & PR, Volkswagen, India began by saying that advertising in India has come a long way. “While for the magazine industry 2013 is about niche and genre-based publishing, the times are also changing and turning out to be challenging. The onset of several new mediums especially digital has provided an array of choices for the advertiser to choose from. In a couple of years from now, integration with digital technology will be the way forward. But while 360 degree would be the way forward, an important thrust would continue to be given to magazines.”


Josy Paul

Josy Paul, CCO & Chairman, BBDO India compared a magazine to that of an infant as he said it is all about touch, feel and involving sensorial feelings. He went on to demonstrate some examples of some fine print ads that captivated the attention of the audiences. But he also agreed that the ad agencies of today did not resort to using the medium as effectively as it could and rather depended heavily on other mediums like television and digital.


Satyaki Ghosh, Director, Consumer Products, L’Oreal India said that his organisation was highly appreciative of the medium of print. While we are the seventh largest advertiser on the medium of television, our percentage of spends on the medium of print is still high. Print is the only medium that enables us to educate our audiences and also gives us the premium that we desire. “But what I expect from the medium especially magazines is partnerships that would allow us to make our core idea bigger.” Ghosh also cautioned the publishers that they should not engage in innovation for the sake of it; the readers should not be confused with what we are trying to tell them.”


When asked on how open his organisation is to incorporating new ideas, Ghosh said “We are open to ideas from wherever it comes but usually it is the domain of the creative agency, and even the media agency to transform thought into reality.”


Kothe had a slightly different approach as he said that it doesn’t matter from where the ideas come as long as it is effective. “Where magazines are concerned, we do get ideas from the editorial teams as well and if we like it we go ahead and incorporate them.”


As for Josy Paul, it is all about looking at how they can maximise media and the answer lies with innovation. The other aspect that readers look forward to from magazines is for it to deliver news-worthy content.


Sonal Dabral
Sonal Dabral

Sonal Dabral, Chairman & CCO, DDBMudra, put forth his observation as he said that each time he is confronted with a problem there are chances of finding part-solutions to it. Where the medium of magazines is concerned he said, “The medium of magazines allows us to write or explain stories, something that that the television or other mediums do not offer. With the onset of multiple mediums the going will be a bit challenging going forward.”


The panellists agreed that the way forward would be for creative firms to work alongside brands and produce work that would be educative, appealing and informative.


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