MAM

Marketers have to be accountable for business consequences

MUMBAI: Marketers have to be accountable for business consequences and not just idea executions, experts in the industry said.


“There has to be an analytical correlation. If Rs 100 million is being spent, the marketer must know by how much he has moved the needle of market share. There has to be a target. A brave CFO (chief financial officer) works with his gut after getting an idea from his marketing team. Marketers should have the courage to put their necks on the chopping block and own the idea,” said Reliance DTH and IPTV CEO Sanjay Behl, while speaking at the Mindshare Brand Equity Compass.
Spatial Access Managing Partner Meenakshi Madhvani bemoaned the fact that big money is chasing mediocre ideas. “90 per cent of advertising consists of mediocre ideas. So marketers feel that they have to shout louder as the idea is mediocre. We are on a mediocrity spiral as often there is not enough time for creative. Every brand manager feels that a bigger budget leads to a stronger market position.”
 
Madhavani made the point that advertising shies away from accountability as there is no long term perspective. This is the same reason why a marketer will not want to invest in developing an accountability matrix.


Lowe chairman and chief creative officer R Balki denied suggestions that there is no accountability for a creative agency. “If that was the case and we kept failing, then why would we keep getting business? We get a retainer fee. There are also incentives which are not much anyway. The rewards and amount kept for success are not linked to performance. What we do is in line with the objective of a campaign. Is it to change perception or to sell?
 
There is a need to have ROI modeling embedded in the minds of marketers. Behl noted that Cricket offers immediate reach and impact. It is more measurable than any other media tool. Techniques are advanced and it can be known which game gave better economic value.


Madhavani said that cricket is good if you have just launched a product and want lots of people to know about it in a short period of time. “However if you have been doing a sustained campaign for your product over months, then you might not need cricket. Also for involvement, cricket reaches a small group. Advertisers are being misled by the fact that women watch the IPL. But IPL is not cricket. It is a tamasha. Generally women do not watch cricket.”
 
Obviously if one is getting higher value, then one will spend more. The question is what is the premium you have to pay and how much more value is the client going to get. Clients and agencies must also have a vision.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Anupam-Vasudev.jpg?itok=aYdMK55L
Aircel lucky customers to get up to 20 times more recharge value

MUMBAI: Tapping the increasing trend of customers choosing to recharge their phones online or through apps, Aircel, one of the leading innovative telecom brands in India, has launched an incredible talk time offer for its customers today. The offer provides an opportunity to a customer to win 20...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Subroto_Geed-Vishal_Maheshwari.jpg?itok=s-rLjZLV
McDowell's soda brings Viu's Daggubati show on Gemini TV

MUMBAI: Friendship and brotherhood is the support system that sees millennials through moments of self-doubt and obstacles and is truly responsible for shaping them. McDowell’s No.1 Luxury Soda by United Spirits Limited – a Diageo Group Company is now bringing alive such friendships of well-known...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Untitled-1.jpg?itok=t1NTJ2FS
Viacom18 working with MCGM to instal art-inspired mobile toilets

MUMBAI: In a bid to support the Municipal Corporation of Greater Mumbai (MCGM) make Mumbai open defecation-free, Viacom18 has flagged off the second phase of its Chakachak Mumbai campaign in Bandra. As a part of this initiative, aesthetically designed mobile community toilets are being used as...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/tubelight.jpg?itok=JCsfNalw
UC News to promote ‘Tubelight’, partners SK Films

UC News, a part of Alibaba Mobile Business Group, with over 100 million monthly active users in India and Indonesia, has partnered with SK Films to promote the most awaited movie of the year - Tubelight.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Roda%20Mehta.jpg?itok=qX60_49A
AAAI honours senior media planner Roda Mehta

MUMBAI: The Advertising Agencies Association of India (AAAI) has announced that the recipient of this year’s AAAI Lifetime Achievement Award is Roda Mehta. AAAI Award is the highest honour given to an individual in India for his/her outstanding contribution to the Advertising Industry. The AAAI...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Vaibhav-Odhekar.jpg?itok=uTHBo16N
Ad platform POKKT appoints Wahab as VP

MUMBAI: POKKT, India’s & SEA’s leading smartphone advertising platform for mobile games, has announced the appointment of Abdul Wahab as Vice President, Global Delivery Head. Abdul will be responsible for timely delivery of campaigns, optimizing cost, maintain KPIs towards the goals targeted,...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Myntra-%20Novi.jpg?itok=yrsvyXpI
Myntra launches digital campaign with customer

MUMBAI: Myntra has launched a three-minute video, featuring a customer for the first time. Data driven insights indicate that she has been one of the most consistent shoppers on the platform, especially during EORS (End of Reason Sale) – Myntra’s flagship biannual sale, from the north-east region...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Haresh_Nayak-OOHZONE.jpg?itok=aNE3huzC
Posterscope India launches OOHZONE

MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has launched ‘OOHZONE’, a fully automated live dashboard for OOH media planning. Its shear scope of process automation and innovative design makes it an impressive asset, which the agency trusts is a milestone in OOH media...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/AkashBanerji.jpg?itok=tQ9cR-PH
We aim at building a parent-approved, kids' favourite brand, says Voot's Akash Banerji

MUMBAI: Viacom18’s VOOT is all set roll out a hi-decibel campaign for its kids content segment – Voot Kids. The campaign will have two TVCs in three languages -- Hindi, Kannada and Marathi, depicting six situations.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories