Pitch : : : December Issue ::: Advertising Marketing and Media Review

15th December -15th January 2006 Issue Highlights

On Stands Now

'Grow Young, Go Global'

By Amit Agnihotri & Pritie S Jadhav
After a tiring two-day idea generation workshop with a hard-nosed FMCG client at the Mumbai getaway Lonavala early December, Ravi Deshpande was at ease. At the workshop, he was testing his new approach to advertising planning and the results have been assuring. Instead of the usual beating-around-the-bush with just a few ideas, his agency and client together have managed to develop a full 23 ideas. Not all will make the cut, but if ideas are what agencies exist for, Deshpande believes he has hit upon a big one—his new vision ‘Grow Young’ uses a comparatively newer approach of ‘Unboxing’ the entire paradigm and process of idea generation.

Marketing
Aided by a booming economy and buoyant markets, marketers were flying high, not just in the aviation sector with groundbreaking strategies and pioneering alliances.

Advertising
Thouhg our ad gurus returned home empty-handed from Cannes 05, the industry was buoyant with many good campaigns and growth. There’re also many high-profile visits by global admen.

Media
The indolent print media got a new gusto with a series of daily launches, even as the fervour on the TV space got heightened. FM policy II was the icing on the cake for the media sector as a whole.

People
The year 2005 proved propitious, particularly for those who were on the look out for greener pastures. Here is a sort of ready reckoner of who went where and at what capacity.

'Marketing is about telling stories in your unique voice'--
The Body Shop founder Anita Roddick

'Brand commoditisation is on rise'--
David Haigh, an authority on marketing and brand management

'Don’t get constrained by a prescribed format'--
Kenichi Ohmae, the world renowned strategy guru

Games people play...
Online games is no more a kids’ play, as it offers an uncharted, or at best, an under-utilised medium to all those discerning ones

How to catch her!
Marketing success depens on many a factor, admit leading industry profes-sionals at the recent AIMA national summit in Mumbai

Be analytic, reap dividends
Leading industry professionals discuss the issues and challenges in analytics at the launch of Meritus, the domain arm of MindShare recently in Mumbai.

Marketing progra-mmes to reach out to the underserved
Specifically targeted communication and collaborative efforts to build distribution hold the key for successfully reaching out to poor markets, says the Ogilvy-Harvard paper

Brand Building Issues
The noted adman and FCB-Ulka director suggests some tips to build enduring brands

Yo! 2006

Anurag Batra
Publisher & Editor-in-Chief, Pitch

Emotionally yours!
The Ford-JWT combine helps you go crazy with your objects of love

A musical flashback
The brand Tanishq does it again for the consumer, sans any celebs

Columns: LV Krishnan, Rohit Mull
Insights
Campaign SBI Life
Books 2005

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