MAM

Common concerns between advertisers' in India & APac: WFA

MUMBAI: The first Asia Pacific Summit of the World Federation of Advertisers (WFA), which was held in Hong Kong on 11 and 12 October, brought forth some interesting similarities that Indian and other Asian advertisers' federations faced.

The WFA's first meeting of its kind reflected upon the prolific increase in advertising expenditure across Asia-Pacific and the region's ever-increasing importance to the global advertising market.

Just like in India, advertisers in other Asian countries too are facing problems in areas such as self regulation v/s government regulation; appropriate and accurate media measurement and media monopolies.

The objective of the meeting was to identify common priorities and potential areas of action for advertisers, both local and international, operating in the region. The participants agreed to re-convene on a regular basis in order to build on the cooperation and action developed during this first summit.

The Indian Society of Advertisers (ISA) chairman ,Bharat Patel, represented the country at WFA.Advertisers from countries like Australia, China, Hong Kong (SAR), India, Japan, Malaysia, New Zealand and South Korea were invited to join delegates from the WFA secretariat in Brussels.

 

WFA and its partners in the Asia-Pacific region highlighted three common concerns at the summit. These were as follows:

Increasing advertising restrictions and the role of advertising self-regulation: The advertiser community in Asia-Pacific showed concern at the increasing trend to introduce legislation to restrict advertising. Restricting a company's ability to communicate with the consumer leads to stifled innovation and competition and reduced consumer choice. In turn, this impacts economic growth, jobs, the press and media and is a burden, ultimately shouldered by the consumer. WFA and its partners in the region fully advocated and supported a strong legal framework, complemented by responsible and effective advertising self-regulation. Effective advertising self-regulation ensures a self-financing system, operating at no cost to the consumer with the flexibility to adapt rapidly to changing societal sensitivities.

Reliable audience measurement data: As a key incentive for investment, marketers require marketing accountability. Only through mechanisms that breed trust in the data, can the right conditions for market growth be fostered. WFA and its partners in the region called on the advertising and research industries to put transparent and effective systems of audience measurement in place, which could serve as an incentive for greater commercial communications expenditure. To serve as guidance for the wider advertising community, WFA has set the global industry standards in relation to advertising media and has been at the forefront of industry efforts to draw up a blueprint for consumer-centric holistic measurement.

Increasing media ownership concentration and the impact on media costs: WFA members are aware that media ownership concentration can create significant barriers to real and free competition. A competitive marketplace in the media is a key ingredient for competitiveness and economic growth. Increased diversity ensures healthy competition, ultimately benefiting the consumer.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/22/Hansa%20Research%20Ashok%20Das.jpg?itok=33nD2_TX
HANSA Research ties up with MSW ARS

MUMBAI: Hansa Research and MSW ARS have announced their partnership by launching their communication measurement services in India. “With this tie-up, we bring a significant range of services to the Indian market, thereby helping clients optimise their multimedia communication from the idea stage...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/22/Navratri.jpg?itok=j19eU9aA
Brands bullish this festive season but not for Navratri

MUMBAI: Marketing mavens are aware that a majority of brand spending in India takes place between August and December every year because of a range of festivals that dot this period. It begins with Raksha Bandhan and chugs ahead with Ganesh Chaturthi and gathers steam in September with Navratri,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/denstu.jpg?itok=xFl58pR4
Dentsu appoints Rahul Sengupta as CCO

Dentsu India, the full-service communication agency from Dentsu Aegis Network, has brought in Rahul Sengupta as the chief creative officer (CCO).

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Untitled-1.jpg?itok=-9drpSTH
The Womb will nurture ASUS' India strategy

MUMBAI: The Womb, an advertising and innovations company, has won the strategy and creative mandate for ASUS India, the Taiwanese leader in technology. The agency is tasked with the communications mandate for both smartphones and laptops business in India. The Womb has initiated work for its...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Mallikarjun%20Das.jpg?itok=9kwe0GUf
Publicis' co Starcom wins Lenskart media duties

MUMBAI: Starcom, a Publicis Media company, has won the media duties of the eyewear retailer Lenskart. Lenskart has growing business that reaches out to over 1, 00,000 customers a month via a combination of a strong online business as well as ‘home check-up' service. As per industry estimates, India...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/BBH.jpg?itok=0dIZrEuC
BBH bags creative mandate for Smarton

Smartron has appointed BBH (Bartle Bogle Hegarty) as its creative strategy and advertising agency partner after a multi-agency pitch. The agency’s Delhi office will execute the integrated creative strategy for the brand across media.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/iprospect.jpg?itok=vAcx-0hl
Intelligent Content vital for branding: iProspect CEO about new solution

iProspect, Dentsu Aegis Network’s global digital performance agency, has launched Intelligent Content – an offering that links production and performance – in India.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/denstu.jpg?itok=B79FV15-
Dentsu Impact elevates Ramaswamy, to make 'Maruti' a vibrant brand

Dentsu Impact recently restructured its creative department and promoted Anupama Ramaswamy as the national creative director. Ramaswamy has been with Dentsu Impact for over a year now, after joining as the executive creative director.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/Pallavi-Goorha-Nisha_Sara_Jose.jpg?itok=W8TGSvvV
PG Communication wins Faber Castell PR mandate

MUMBAI: Faber-Castell India, a leading stationery brand, recently awarded its PR mandate to PG Communication. As part of the mandate, the agency will be providing strategic communications services to further strengthen the Faber-Castell brand equity in India.

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories