Vivek Sharma's comments in todays Eco Times - refreshing!

It was a pleasure to read Vivek Sharma's (CMO, Philips India) article in the Economic Times today. I am so glad that the marketers are like Vivek are seeing business reasons in focussing on BTL - which has been long neglected.

While BTL initiatives has been over shadowed by the more glamorous 30 sec focussed cousins in the ATL space, it is indeed a sign of the times when brand owners like Vivek say that “Brands should not place their eggs in one basket by merely increasing ad spends.” The times have moved from just creating awareness to inducing sales –
something that BTL does not shy away from.

Please read Vivek’s views here.

Do read the counter view by Anamika Mehta to get a media agency perspective.

Superb Campaign

Our recent work for Aseema Charitable Trust won a WPPED CREAM AWARD in the Direct Category.

You can see the work here; http://www.wpp.com/wppedcream/2009/direct/direct_005.html

Someone deserves to be sacked!!

Here is a classic example of colossal waste of marketing funds.

Came across this billboard today in the morning on the way to my office. The marketing of the niche exhibition on security ( to try and get exhibitors to participate) is being done on an OOH format – complete with a cost of participation. Wondering what percentage of drivers on this busy expressway are qualified to take up an exhibition stall - and who was doing the media & touch-point planning here?

Instead of using one on one marketing, or other niche approaches – which are the understood norm for exhibition marketing – here is an example of trying to reach out to general public to sell space at a security exhibition!

Terrible approach to targeting the relevant TG, and what a sinful waste of marketing funds.

The year the media died.

For anyone in the media, brand marketing, advertising business, this video is a must see! It highlights the new reality better than most long essays. Listen to the Madison Avenues Blues here.

Brands are all about engagement!

"Gone are the days of repetitive, one-way communications urging your target market to buy your product or service. This means your trusted print campaign may not be getting the best ROI. Today's brand strategies have to include methods to engage with your consumers by capturing their hearts, minds and conversations throughout the purchase and relationship cycle, while remaining brand-centric™ at every touch point."
Read the full note on the non-traditional ways of engaging with customers by Desiree Gullan.