Ambi Parmeswaran is a good talker. He is with FCB Ulka and is an ad man to the core. Invited by a student team at Indore, he was speaking about connecting with an audience which according to him, does not read newspapers, and does not watch TV, making these media irrelevant. Yes, the young people is what he meant. An audience who are hanging out on facebook (if that makes me young, I am happy), or blogging, or tweeting (I am not sure if young people Tweet, though- I don't :)).
He gave examples of Nivea creating a wrist band (that came in a magazine ad) for kids on the beach which their parents could use to track them, in Brazil, and Oreo creating a slew of campaigns that came from crowdsourcing. He also mentioned a contest run by Amul that resulted in getting a lot of short films (we saw the winners) made by people for free-though it cost money to communicate the idea of the contest. Digital is not cheap, was an important message.
The other was that you may have to innovate and do something different. Like Bausch and Lomb conducting a model hunt, with a makeover given to winners that included their product- contact lenses. They did this at various campuses.
A good talk, interspersed with wit. Ad types are usually witty. Did I mention I once worked in an ad agency..very briefly?
He gave examples of Nivea creating a wrist band (that came in a magazine ad) for kids on the beach which their parents could use to track them, in Brazil, and Oreo creating a slew of campaigns that came from crowdsourcing. He also mentioned a contest run by Amul that resulted in getting a lot of short films (we saw the winners) made by people for free-though it cost money to communicate the idea of the contest. Digital is not cheap, was an important message.
The other was that you may have to innovate and do something different. Like Bausch and Lomb conducting a model hunt, with a makeover given to winners that included their product- contact lenses. They did this at various campuses.
A good talk, interspersed with wit. Ad types are usually witty. Did I mention I once worked in an ad agency..very briefly?
2 comments:
That last line sounds like a t'wit'
you mean I am a candidate for that refuge for twits- Twitter?
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