Arnab Goswami, President - News and Editor in Chief, Times Now and ET Now will address inaugural session; other speakers include Mike Amour, President APAC, Starcom Mediavest Group, Nikhil Kumar, South Asia Bureau Chief of Time Magazine and Saugata Gupta, MD & CEO, Marico
By Team impact
WPP CEO Sir Martin Sorrell, the keynote speaker at the exchange4media Conclave 2015, will address the umbrella theme for the Conclave this year - ‘Making Technology Work for Marketing’ at the 15th edition of the Conclave to be held on October 8 in Mumbai.
Arnab Goswami, President - News and Editor-in-Chief, Times Now and ET Now will address the inaugural session, and the other speakers include Mike Amour, President APAC, Starcom Mediavest Group, Nikhil Kumar, South Asia Bureau Chief of Time Magazine and Saugata Gupta, MD & CEO, Marico.
The theme of the Conclave has been chosen with an aim to initiate discussion around the critical parameters that define marketing technology today, and to define a set of standardized best practices that will benefit stakeholders.
Some of the speakers for last year’s Conclave were Tim Andree, Executive Chairman, Dentsu Aegis Network & Executive Vice President, Member of the Board, Dentsu Inc; Dominic Proctor, President GroupM Global; Geetu Verma, Executive Director, Foods & Refreshment, Hindustan Unilever; John Sheehy, President, Global Operations, Starcom Mediavest Group; Michael Wall, Global CEO, Lowe & Partners; Mike Cooper, Worldwide CEO, PHD; Vikram Sakhuja, then Global CEO, Maxus and Vishnu Mohan, CEO, APAC Havas Media.
The exchange4media Group hosts its flagship event, the exchange4media Conclave, every year in Mumbai and Delhi. The Conclave has grown in stature year-on-year and become a platform that showcases global learning to Marketing, Advertising and Media professionals in India.
Given that martech, if adopted and managed well, can transform marketing on all mediums, no company trying to keep up with the changing tides can turn a blind eye to it. Even traditional mediums like TV, Print and Outdoor can no longer afford to ignore the all-encompassing influence of marketing technology.
However, marketing technology comes with its own set of challenges. While companies are warming up to programmatic ecosystem, customizing it for individual targeting poses a challenge. Using Dynamic Creative Optimization (DCO) which helps in developing different versions of an ad and testing which works better is one capable solution. Ad fraud and viewability are some of the other challenges marketers will have to tackle.
The exchange4media Conclave also aims to address these challenges.
SIR MARTIN ON MARTECH
On effective merging of creativity and data
Mad Men vs Maths Men or left brain, right brain... I think we over-intellectualize this stuff. The qualitative and the quantitative have always been there. I suppose the issue is that quantitative is becoming more and more important as technology is becoming more important. So Maths Men are becoming more important.
On Twitter as a PR Medium
I still think it’s a PR medium and I bemoan superficiality. I want more depth from Twitter.
On balance between data and creative
It is not for me to strike the balance; it is for me to indicate that the balance should be struck. Often our business may be too suit-driven than creative-driven. Ogilvy is very interestingly led in India by a creative genius, and yet he manages the business very well and he understands the balance, but there are creative people who don’t. There has to be a balance, it doesn’t make a sensational article until someone says it is all science, it is all art. But very disappointingly it is a boring both.
