MAM

Marketers should think phone first, big screen second: McGarryBowen’s Gordon Bowen

The industry needs people who are creative and can work in synergy with data partners.

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/13/gordon.jpg?itok=aqXDsEKc

GOA: McGarryBowen founder and global chairman Gordon Bowen feels that techno-centric India is in a favourable position for advertisers and marketer. However, the creators in the country might miss out on the sea of opportunities this world holds as they think of bigger screens first and cut the same to fit on phones. He said that they should be working reverse with smartphones at the core of each marketer’s strategy. He also shared that India is one of the most important markets for his agency.

Bowen shared his insights during a tete-a-tete with Indiantelevision.com at the ongoing Goafest 2019, where he also gave a presentation on the importance of creativity in advertising in a highly data-driven world.

Because mobile devices are in the hands of millions, the creative process should commence there. “Mobile is the idea of the modern age and you have to expand from there. For example, a lot of clients (globally) have had to redo their corporate graphics, their colour schemes, etc. because they do not work well on digital devices or they can’t be reduced to a size that keeps them readable and understandable on the phones. They had to come with new signs and symbols and that’s exactly what we need to do in the creative community; start small and think big. It is better to develop a small idea and make it bigger than the other way around,” he said.

But can creativity and technology go hand-in-hand in the advertising world? Bowen said that digital platforms and technological advancements are in fact the ‘friends’ of creativity. He said, “When we started, we used to create 2-minute-long commercials, which, over the course of time reduced to 90 seconds, 60 seconds, 30 seconds, and then to 10 seconds as well. It was happening because of the cost of mass marketing. The creativity, by its nature, got very limited.”

He continued, “Now, with new technologies, if I create something compelling, doesn’t matter if it is 2-minutes-long or 30-seconds-long, people will watch it and share it. The only condition is that it has to be creative. This is opening up the creativity once again.”

Bowen noted that the industry currently needs people who are creative and can work in perfect synergy with data partners and media partners to direct the needle in terms of making the brands the heroes of their stories in a believable and authentic way. He shared that brands, which are doing advertising right, are doing it subtly.

Sharing his thoughts on how brands can tackle the pressure of creating more and more stories for the ever-growing consumption pattern of the consumers, Bowen said, “We no longer are living in the times where we used to introduce an advertising campaign. There is no more a 6-month heavy launch of the commercials. Now, brands have to create platforms and strategically position themselves. They can’t be wasting any media dollar but keep adding on to the platform, creating story after story. So, a brand has to think strategically first and creatively second.”

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/aegon.jpg?itok=Om1xNq9i
Aegon Life & MobiKwik partner to launch a rs 20 smart digital insurance product

In a bid to enable financial inclusion and ease of buying for the Indian masses, Aegon Life Insurance, pioneer of digital insurance in India and MobiKwik, India’s leading FinTech Company, have joined hands to launch a Rs. 20 smart digital insurance product.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/radio.jpg?itok=fy3h4K-9
Radio City Unifies Mumbai Indians fans in the ‘One Family’ Spirit this Cricket Season

The entire nation is currently on a high courtesy over the on-going nail-biting cricket season, with all the teams contending to make space in the top charts.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/vmlyr.jpg?itok=ZlckM6--
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/espn.jpg?itok=BsANvB5A
ESPNcricinfo’s new campaign reaches out to the fans obsessed with cricket

ESPNcricinfo, the go-to digital destination for all things cricket, today unveiled their latest, 4-part film campaign that aims to unite cricket lovers and add momentum to the ongoing cricket fever, which is only touted to grow in light of the upcoming ICC World Cup 2019.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/pantaloons.jpg?itok=ykMQWdyN
Pantaloons welcomes summer with ‘Holiday in Style’ campaign

Pantaloons, one of the pioneering retail fashion brands in India, has unveiled its new campaign, ‘Holiday in Style’ for this summer. This thematic campaign captures the true spirit of its consumers who wish to make every moment of their life stylish.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/queen.jpg?itok=mGmLJ8um
WATConsult secures 3 'finalists' at NYF advertising awards

WATConsult, the digital and social media agency from Dentsu Aegis Network, has made its way to the finalists at New York Advertising Festival.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/FBB.jpg?itok=P2TZpMBt
fbb celebrated world shorts day with Rapper Chandan Shetty in Bengaluru

fbb, the fashion destination at Future Group, is back again this year with World Shorts Day on 21st April.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/aspire.jpg?itok=HSvTAprS
Panasonic India takes modern lifestyle to a new high with its latest brand campaign #AspireToMore

In an endeavor to provide total lifestyle solutions for its customers, Panasonic India, has recently launched a new marketing campaign “AspiretoMore” for its range of premium home appliances.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/ottomate.jpg?itok=qNoGbpRV
Ottomate and The Womb bring ‘common sense’ into smart fan innovations

In a category that has seen next to no meaningful innovation in the last 100 years, Ottomate plans to bring innovations to fans that today’s Indians truly want.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories