Monojit Lahiri evokes the spirit of 3 of the greatest masters of their craft... and lays it on the line!

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If advertising is truly a business of ideas, then the creative process – which really means ideating – must be hounded, invoked, ruthlessly pursued and celebrated every day, right? Boy, is that a tough call? The (late) distinguished writer Dorothy Parker once described creativity as that magical fusion “of a disciplined eye and wild mind!” Point is – how disciplined… and how wild?!

To most creative people (in adbiz and outside) the moments that are easily the most painful, traumatic and nerve-wracking are the start-up! Beginning is always a nightmare! Invariably this curtain-raiser (or what colourful, flamboyant creative hot-shot George Louis calls foreplay!) is filled with a zillion nervous, useless, irrelevant (sometimes even superstitious) rituals! That last ciggie must be smoked. That last cup of coffee has to be consumed. That last call has to be made. The windows have to be closed, opened or adjusted. The chair must be placed just-so for inspiration and comfort (whichever came first!). The comp must be dusted and re-dusted. This tortuous game of procrastination carries on and on until someone blows the whistle (Publisher? Client?) to signal: Buddy, your time starts NOW!!

Chillingly familiar, right? In this kind of a scenario, everyone has their own method of tackling this bugaboo. It would be interesting to do a checkout on how the legends and gurus and Dada’s tackled it, right? Let’s start with the acknowledged Big Daddy of the creative revolution on Madison Avenue, the one n’ only Bill Bernbach! Pragmatic and unromantic as it may sound, the creator of timeless masterpieces like ‘We’re number 2, so we try harder’ believed that that the most important inspiration while writing an ad “is the product itself! I can’t say that often enough. Looking for ways to make the people want it… that is crucial.” He was also very critical of questions like what makes a good writer. “I don’t know! You can’t be mathematical and precise in this calling. This attitude leads to a dangerous worship of research where the primary preoccupation seems to be the load of facts got… and not how provocatively and engagingly we present those facts to bored & uninterested consumers.”

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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CURSE OF FINANCIAL INTEGRATION

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However, the so called ‘short-term’ impact is also looking quite heavy on the Indian market as after an unexpected slide on September 24, before the expiry of derivative contracts on September 25, Indian share market turned out to be the second worst performer in Asia. Still, analysts are arguing that the market will not be impacted highly as Indian firms do not have meaningful exposures to sub prime assets. Interesting! Perhaps they are looking deep into various sectors. Analyse the real estate or the banking sector and you will get to know it immediately. True, they are not exposed to sub-prime assets in a direct manner but they are definitely closely related to the companies who are biting dust under the ongoing crisis.

Sudip Bandyopadhyay, Director & CEO, Reliance Money avers, “The real estate sector will be hit badly since American investment banks in trouble had made commitments for investment to many private players in this sector. And now it doesn’t seem to materialise given the present state.” In banking too the situation is no different as banks like ICICI Bank ($80 million), Bank of India ($30 million including $20 million in a Lehman Brothers subsidiary) and Bank of Baroda ($10 million) had some major investment in Lehman Brothers. Now Lehman Brothers’ bankruptcy would put some pressure on these banks in terms of additional reserves.

Also the demand slowdown from US financial services companies will dent the top line growth of Indian IT companies. As per Bandyopadhyay, “Few IT and BPO/ KPO companies would get temporarily affected since a significant part of their income is from BFSI segment in US.” As another aftereffect we might see is, this credit crunch might put pressure on the big ticket acquisitions. With global meltdown in equity markets, risk appetite would see a huge contraction and there might be a period of lull in the Indian companies’ global acquisition spree.

With three of India’s sunrise sectors feeling the heat on collapse of Wall Street giants analysts who are still confident that Indian market is insulated enough to escape with little dent may soon need to chew their words. And if that happens investors will have to wait for a longer period before they feel after hearing ‘Good evening.’

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Programme :- SUPERIOR COURSE CONTENTS
Now IIPM's World-Class Education... for everybody!!
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
Why Study Abroad When IIPM Gives You 3 global Advantages!
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Advertising agencies are inward-looking

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Prem Kamath,
Vice President, Marketing, Star India

“Advertising agencies are inward-looking”

“In India, the advertising industry is incredibly inward looking. For most agencies the focus is not ‘how do I add more value to my client’s business; the focus is on how do I make better advertisements. And the definition of those better advertisements is also extremely questionable. There is the entire awards culture that has permeated Indian advertising, which is doing more harm than good. The awards are certainly a motivation to do better work, but they are not an end in itself. And it is common knowledge that what finally wins an award in most international or Indian shows is something that most people cannot relate to. More energy is being spent within agencies in India on these things rather than on ‘How do I add value to my clients?’ And therein lies the answer. If an agency does add value to the client’s business, the client would not be inclined to change agency and would be even willing to pay them more than what they are being paid today. And that is perhaps what is needed for agencies to emerge from being a mere commodity to create value for their own brand.

While I don’t subscribe to changing agencies too often, the trend comes from a specific client mindset. Either the client is over reliant on what the agency is doing for them; or else clients don’t value their agency’s work/ creativity at all. Both are not good. Over reliance on agencies means that you call for a review and a multiple-agency pitch only to ‘fish’ for new brand building ideas. This can only happen if the client itself is heavily dependent in a particular agency for ideas, business plan, strategy, new insights, et al. Alternatively, if the agency is adding no value at all, the client is perhaps still taking agency services as a commodity and in calling for a pitch, is taking the brand it to the market again, to see if there is a better bet to get new ideas.”

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Programme :- SUPERIOR COURSE CONTENTS
Now IIPM's World-Class Education... for everybody!!
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
Why Study Abroad When IIPM Gives You 3 global Advantages!
IIPM Ranked No. 1 B-School In Global Exposre - Zee...