Back to the Future Author: Les Margulis New Delhi, 9 th June 2010
Over the last decade… India has changed
Market Dynamics: Economy From Government Run Centralized Economy to Free Market
Lifestyle From Modest Standard of Living to Comparative Wealth
Brands From Local Brands to International Brands
Retail From Mainstreet Shopping to Shopping Malls
Social From A Socialist Society (WE) to A Capitalist Society (ME)
Advertising From Local agencies to International Affiliations & Ownerships
Big Brands From Governmental Monopoly to Private Owned Market
Media From A Single Public Channel to Commercial & Multi Channel TV
And Media is continually changing as well New technology Audience Fragmentation
8 years ago… the terms Google, MP 3 and i. Pod, meant NOTHING! Today… processes 2 million searches per day in India… i. Pod has become the generic name for the MP 3 player
5 years ago… the terms You Tube and facebook meant nothing! Today… Shows 600 million videos each month in India facebook (founded Feb 2004) has 8 mm subscribers In India
Digitalisation is Driving this Change
Anywhere and Anytime Anywhere, Anytime Technological change has been the key driver in allowing Indians to access information, communicate, be entertained & transact wherever and whenever they want
Technology is More Accessible
Indians Have Smarter Devices…. We have smarter devices…. …. and they’re going mobile
This is Changing the Face of Entertainment THEN NOW All of us can watch TV online We will have Mobile TV Expanding the content we view on our mobiles
How Marketing Has Changed Advertising Strategy Communication Channel Planning Creative BTL Media Planning Direct Marketing Event Marketing Media Buying The distant past Media Buying The present Implementation The future
Results: Higher prices Less opportunity to reach people through mass communication While TV stations become increasingly niche the “media will become the message” Media haves /have not s More media choice. Harder to “cut through” More sophisticated computer systems and statistical methodology Talking with and not to the audience Communication strategy before or at the same time as creative
to Traditional The. Media Threat
And a Threat to Traditional Ways to Build Brands
Where We Are Today Ø Media unbundling almost complete - scale in media thought even more important Ø 5 or 6 multiple brand media services groups accounting for 60% - 70% of world adspend Ø Human endeavour - servicing and ideas were the key discriminators
Where We Are Going Ø The 3 I’s: Ideas, Interaction, and Intelligence Ø Helping clients to build awareness, generate response, enhance experience Ø Proving ROI from advertising – price versus quality Ø Beyond the GRP – attention, engagement, response
We Have To Respond to Changing Times Ø A Move away from price per unit is key Ø Developing communications planners at the heart of our integrated media communications service Make Strategy King Ø Necessity to have Media, strategy and creative housed in the same “house”
Integrating marketing communications Creative Positioning Creating awareness Generating Engagement Mass media Enhancing experience Interactive Media
And We (and the Clients) Have to Be:
How Do We Do This?
The Media Agency of Tomorrow: We Will Be the New Custodians of the Brand wo w Sponsorship Performance & Entertainment Creative Development Strategy N WWW W E map S Cinema Digital Outdoor news Channel Buying Radio Buying Regional welcome Press Buying The Media Agency must provide a client with seamless & innovative communication solutions with all specialists under one roof
Improving Media ROI for Clients Integrated with consumer touch points and tastes Holistic Touch Points Management of investment, positioning and exposure Portfolio Manage ment Involved with media fabric Content Exploit breadth of media ownership New opportunities at point of purchase Mega deals Retail as media
Taking control of the client’s marketing process Media to work with other elements in the communication process Putting all the elements together
Not just Media solution, but 360 degree Communication solutions Strategy PR Retail Media Creative Digital
Why Do You Need a 360 Communication Agency? Alice asked at the crossroad, "Which road should I take? “ "Where do you want to go, " asked the Mad Rabbit. "I do not know, " said Alice. "Then it does not matter which road you take, " he replied. Lewis Caroll, Alice in Wonderland Advertising is no different – in order to get somewhere, you have to know where you’re going, one way or the other.
“Strategic Planning is worthless unless there is first a strategic vision” John Nesbit Author, Megatrends New Delhi, 2 nd Jun, 2010
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