Day2@Goafest2019: Creativity takes centrestage

15 Apr,2019

By Rahul Chandawarkar

 

BAMBOLIM (Goa): Creativity took centrestage on Day 2 of Goafest 2019. Senior advertising professionals from across the globe reiterated the fact that creativity still ruled the roost despite the advent of high technology in the making of advertising commercials.

 

Gordon Bowen, founder and global chairman of McGarryBowen was of the opinion that creativity would always outlast data. Bowen who was speaking in the morning session of the Knowledge Seminar sponsored by Colors Marathi said that contemporary advertising was creativity led, data supported and technology driven. Driving home his point, Bowen said: “Even the Bible says that God is the creator. Creativity will always remain relevant.”

 

Day2@Goafest2019: Key Takeaways

:: Creativity would always outlast data

:: Majority of the Fortune 500 companies were stagnating and losing the battle to smarter, swifter, digitally savvy companies.

:: Speed was of essence in the transformation process.

:: The three key stages of transformation were business transformation, experiential transformation and marketing transformation.

:: The #Women Not Objects campaign initiated by Badger and Winters agency had made a positive impact in the USA.

:: The youth in metro and non-metro India no longer thought differently.

 

Rahul Chandawarkar, a former newspaper editor, is a communications strategist and active triathlete based in Goa. He has been covering the Goafest for mxmindia.com since 2017.

 

 

Bowen shared several video clips of award winning advertising campaigns designed by his company for United Airlines, Chrysler, Hallmark cards and Chevron where the common thread clearly was the high level of creativity.

 

Bowen, an unabashed fan of the Indian advertising world, complimented it for its ‘three-pronged’ strengths of being collaborative, humane and passionate.

 

The same thread was carried forward by Barry Wacksman, vice chairman and global chief strategy officer at R/GA in the afternoon session of the Knowledge Seminar sponsored by MX Player. Pointing out how majority of the Fortune 500 companies had stagnated as they had lost the marketing battle to smaller, more digitally savvy companies, Wacksman said that transformation was the need of the hour for all of them.

 

Wacksman, who stressed the need for speed in the transformation process, said that it constituted three stages, namely, business transformation, experiential transformation and marketing transformation. He further explained each stage with an advertising intervention created by his company which had helped the client manifold.

 

For business transformation, Wacksman gave the example of how a banking app (Next Bank) was created in Brazil to encourage the younger generation to use banking services. In the example on experiential transformation, Wacksman explained how his company had used a video of basketball ace Michael Jordan taking a dunk shot wearing a particular model of Nike shoes. This resulted in record sales within two hours of the video being uploaded on the Android platform. Similarly, by introducing a gaming character called ‘Galaxy Skin’ on the Samsung Galaxy Note Pad 9 mobile phone, sales of over 240% was achieved for consumers in the 18-24 age group.

 

Earlier in the day, Madonna Badger, Founder and Chief Creative Officer, Badger and Winters grabbed everybody’s attention when she spoke of her company’s highly visible, #Women Not Objects campaign across the USA. Badger who showed the audience multiple, contemporary product advertisements in which women have been portrayed as mere objects said, “This is an unacceptable situation. Women cannot be portrayed as mere objects.”

 

Badger also shared a video survey undertaken by her company across the USA which showed how this advertising was having a negative impact on school-going children. Badger has even taken her campaign to the Cannes Lions International festival of creativity to reach out to the advertising fraternity at large.

 

In the afternoon session, Navin Shenoy, marketing head, youth, music and English entertainment at Viacom 18 made a presentation on the topic of ‘MTV Youth Insights’ giving the audience a peep into MTV’s research wing.

 

Quoting research figures, Shenoy pointed out the youth in metro and non-metro India no longer thought differently. A significant takeaway of Shenoy’s presentation was that youth from non-metro India was increasingly comfortable living and working in his/her hometowns.

 

According to Shenoy much of this transformation was because of the reach of television, the internet and social media across the length and breadth of India.

 

Day 2 at Goafest 2019 was also highly entertaining owing to some very interesting sessions like the one featuring Bollywood actress, Kalki Koechlin and emerging actor, Siddhant Chaturvedi of ‘Gully Boy’ fame and cricketer Virender Sehwag, who had the audience in splits with his easy-going humour.

 

Child prodigy Harshwardhansinh Zala, all of 16 years old and founder of the Aerobotics 7 technology company had the audience awestruck, while Lt Gen DS Hooda ( retd), the Northern Army commander during the 2016 surgical strikes into Pakistan occupied Kashmir (POK) stirred patriotic emotions and Bollywoood singer Jonita Gandhi had everybody tapping their feet and clapping their hands with her peppy music.

 

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