Indiantelevision.com Team

(12 April 2010 6:45 pm)

CAVELOSSIM: While new creativity is the language of future advertising, consumers trust other people's recommendations for their future consumptions, believes Mindshare global leader (invention) George Michaelides.

"Thus, the internet that earlier could not compete with the broadcast spectrum, has become the most powerful medium of communication," Michaelides said.

He further noted that creativity is a heritage and fusion of sheer imagination and culture that needs to be reclaimed in a way that it was before for the contemporary world.

Also, advertisements need to possess a big idea. "It’s not about advertising, its about generating talkability for your brands. That is the approach to adopt for the new creativity,” he said.

Elaborating on this, Ogilvy Digital Vice Chairman Jan Leth said, "Unless your advertisement contains a big idea, it will pass like a ship in the dark."