Advertising has long articulated the need to be experts in 360-degree communication.
Guy Abraham, Global Strategic Planning Director, Zenith Optimedia Worldwide, told the audience at Goafest 2015, that it was time to move the needle towards thinking in a 365-day fashion. Goafest is in its 10th year and this is the eighth year that AAAI and The Advertising Club have come together to award the Abbys.
Quoting stats from an Adobe study he pointed out that over the last two years marketing had progressed faster than in the last 50 years.
“The day of 360 degree integrated commutation around an advertising idea is no longer relevant," he said.
Abraham said the job of communication had now moved on towards Developing an Ability to identify people at different stages in the consumer and serve messaging and brand experience across more touch points. "Focus on long term ecosystems rather than short-term campaigns," he told the audience that had come to the seminar.
He also exhorted Indian ad executives to work the hardest on the owned assets of the brands as they deliver far more influence than paid media.
His parting advice — focus on the power of the big long ideas as they produce equal value rather than the TVC.
The example quoted was that of Coca-Cola that launched a bring your smiles back campaign in Thailand after the nation was devastated by the cyclone.
The result was so powerful that the brand managed to get back to number one position, a position that it had lost to rival PepsiCo, half a century back.
Later in the evening, the advertising business honoured winning campaigns across digital, print, film, out of home, design and integrated advertising. About 153 medals were given out.