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/2019/09/16/disha.jpg?itok=9Tlec5cO
Aurelia rolls out its first ever TVC starring Disha Patani

MUMBAI: Aurelia announces the launch of its brand new TVC, starring Disha Patani. This launch marks Aurelia’s first TV advertising, in the past ten years. Conceptualized by Grey Worldwide, the television commercial embraces the different flavours of the festive season. Targeting women looking for...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/helo.jpg?itok=dfNrggMo
Helo embarks on latest content creator search with the third edition of its ‘Helo Superstar’ campaign

MUMBAI: Helo, India’s leading regional social media platform has launched the third season of ‘Helo Superstar’ campaign. Helo Superstar comes with a promise to discover high-quality original content creators from 10 different categories including entertainment, sports, food, education, to name a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/scoop.jpg?itok=JZDIdJb0
ScoopWhoop Hindi in collaboration with Posterscope celebrates Hindi Diwas by launching The Millennial Varnmala

MUMBAI: Hindi is one of the most celebrated languages in the world. Apart from India, it is also spoken in Fiji, Mauritius, Nepal, South Africa and more, making it the second highest spoken language in the world. To celebrate Hindi Diwas, ScoopWhoop Hindi, one of India’s leading online platforms...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/del.jpg?itok=Yl6JL-uU
It ‘Can’t Get More Italian’ than Del Monte’s latest TVC campaign

MUMBAI: Del Monte, a leading brand known for its premium and high quality food products, is launching a new communication campaign focused on its range of gourmet Italian offerings – Olive oil, Dried Pasta & Pasta Sauces, Table Olives - with the tagline ‘Can’t Get More Italian’.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/hero.jpg?itok=SRqNypvy
L&K Saatchi & Saatchi launches Hero’s premium range platform with new brand campaign #TomorrowCantWait

MUMBAI: L&K Saatchi & Saatchi, which had launched the new Hero MotoCorp with the epic “Hum mein hai Hero” campaign in 2011 has created another milestone campaign for the highly anticipated portfolio of premium bikes and scooters with a new brand idea “Tomorrow Can’t Wait”.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/oppo.jpg?itok=39FyOa2t
OPPO ropes in famous youth icons - Ranbir Kapoor, Katrina Kaif and Badshah for its Reno Series Campaign

MUMBAI: Adding to its already rich creative spirit of Reno Series, OPPO India today announced leading Bollywood actor Ranbir Kapoor as the “Brand Icon” for its Reno series. OPPO India also roped in Katrina Kaif and Badshah as the ‘Brand Friends’ for its creatively designed Reno series.  With these...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/mom_0.jpg?itok=PDkQcDiC
Sebamed, a German brand, launches first ever integrated campaign in India to educate new age moms and To-Be-Moms

MUMBAI: Sebamed, a reputed German skin and hair care expert with a legacy of 50+ years, has announced plans to deepen its engagement in the evolving and growing baby care segment in India. The brand has launched its first ever campaign in India “pH 5.5 = perfectly Healthy skin”. The campaign aims...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/tanishq.jpg?itok=HbKCz93r
Tanishq launches ‘Aishani’ collection TVC this Durga pujo

MUMBAI: Tanishq, India’s most trusted jewellery brand has launched a new TVC film this Durga Pujo. The film celebrates the strength, spirit and zest of the modern and progressive Bengali women through all-women organised and supported community Pujo pandal.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/shrenik.jpg?itok=Ick3i-Pp
Balaji Motion Pictures, White Rivers Media make bold strides in digital movie marketing

MUMBAI: In a film industry that averages over hundreds of movies every year, the bid to be in the audience’s consideration set has become increasingly competitive, hence disruptive movie marketing has become increasingly important.

MAM Media and Advertising Digital Agencies

Sign up for our Newsletter

subscribe for latest stories