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.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/13/gordon.jpg?itok=LsS2fU76

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/28/dvio_gaana.jpg?itok=zlKXXsGV
DViO Digital Recreates Vande Mataram for Gaana

MUMBAI: On the occasion of India’s 71st Republic Day this weekend, DViO Digital conceptualized this recreation of Vande Mataram for a campaign for India’s favorite music streaming app. India has always been hailed around the world for its unity and strength with a beautiful diversity seen across...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/28/VMate-Logo.jpg?itok=kjih8pAx
Top Campaigns on VMate that stole the show in 2019

Mumbai: The ultimate benchmark to gauge a brand’s consumer engagement is through the success of its campaigns. And as all good things take time, so does planning and implementing a campaign which strikes a cord with the intended audience and is an instant hit.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/28/Schindler-India-at-the-Awards.jpg?itok=cc80bsGN
SCHINDLER INDIA BAGS “BRAND OF THE YEAR” AND “INNOVATIVE PRODUCT OF THE YEAR” AWARDS 2020

Mumbai: A pioneer in bringing new and innovative offerings to the elevator and escalator industry, Schindler India, a 100% owned subsidiary of Schindler Group has bagged one of the prominent awards of the year- “Brand Of The Year” at the ‘Interior & Exterior’ (INEX) Awards 2020 that was...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/28/navratna.jpg?itok=Z4AHKziG
Publicis Media Bags Creative Mandate of Emami's Navratna

MUMBAI: After following a multi-agency pitch, Publicis India has bagged the creative mandate of Emami’s Navratna one of the premium brands of oil. Publicis India will be responsible for the brand, including advertising plans, developing strategic direction and creating digital ideas. The services...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/28/flipkart.jpg?itok=75PLrsUk
‘Flipkart Pay Later’ now available on PhonePe

MUMBAI: PhonePe, India’s leading digital payments platform, and Flipkart, India’s homegrown e-commerce marketplace, today announced the launch of Flipkart’s Pay Later facility on the PhonePe platform. Payments through the Flipkart Pay Later solution can be completed in a single click, making it a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/28/Goafest-2020.jpg?itok=IHAU0qyJ
The Advertising Club and AAAI announce communication program to fight violence towards women

MUMBAI: The Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) have once again come together to launch an important and much-required communication program that will address the issue of violence against women in society. The special campaign will be a part of the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/28/856234-itc-representational-080619.jpg?itok=6Hs9KSrV
ITC’s B Natural celebrates the spirit of 'Indianness' by launching a new digital campaign

MUMBAI: Adding a little music to the patriotic fervor that engulfed the nation on its 71 Republic Day, India’s own, ITC’s B Natural fruit beverages in collaboration with Alive India, has released a multilingual music video celebrating the power of India and showcasing the diversity of its talent...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/28/kart.jpg?itok=T15RELJ0
Bombay Shaving Company ropes in Kartik Aryan as new brand ambassador

Bombay Shaving Company a men’s grooming brand has roped in Kartik Aaryan as its new brand ambassador to further, strengthen the brand’s appeal and induce trials from soft customers. Kartik will be endorsing Bombay Shaving Company’s shave and facial grooming range.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/28/Vinod_Kunj-Mayank_Shah.jpg?itok=-_ZI7lCD
Parle Milk Shakti delivers solution to every mother's concern over child's milk intake

MUMBAI: Parle Products, India’s leading manufacturer of biscuits and confectionery has launched an engaging campaign featuring three ad films for its biscuit brand - Milk Shakti. The campaign depicts the age-old battle of child versus glass of milk. This plays out every morning at breakfast tables...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories