Fighting the "Keyhole View" of Advertising & Public Relations

When I "left advertising" last year, to "broaden my horizons and find new ways of communicating to the new world of consumers", most advertising folk I knew didn't have a clue as to what I was talking about.

Admittedly, even I wasn't sure what was out there, and what all I would have to learn (and unlearn), after being in the business of communication for 16 years!

The only thing I knew for sure, is that there is life beyond the 30 second TVC, the 100cc print ad, and the use of cricket instead of a real strategy.

I also knew that 'service industry' doesn't mean providing lip service, but means providing professionally thought out solutions the brand needs, not necessarily what the client personally wants.

In the 16 months since, I have quite literally gone back to school. Learning all about new consumers, new media, and new and exciting ways of communication.

I believe I have learn't a lot more 'new things' in the last 16 months, than I perhaps did in 16 years inside some of the largest agencies in the country!

Meanwhile my contemporaries in advertising, can at best describe my work as "doing his own thing" still not having a clue as to what I'm talking about.

• When I say I work with new media - the reaction is "oh, you make websites"


• When I say I am an independent consultant - they say "oh, you do freelance advertising"


• When I say I give clients a 360 degree perspective, it's "oh, you do below the line, DM and stuff??"

Well, I am "doing my own thing", which is actually a combination of all of the above, plus and a lot more! Minus of course, the late nights, messy meal times, working weekends, and minus pandering to the egos of amateur 'professionals' and clueless 'know-it-alls'.

The last two categories above of course, make up the bulk of the business today, and unfortunately drive the perception of advertising.

So what drove me up the wall? What drives senior people like me and even much higher ups to either put up their hands and walk away in disgust, or set out on their own to try and do things the way they believe it should be done?

I believe, there are four things the advertising industry in general needs to address/lacks:

1. Perception


2. Perspective


3. Planning


4. Processes

While these elements exist in clusters - among certain individuals, among certain agencies, and among certain clients - the numbers aren't enough, and don't have the critical mass to make a difference. At least, not yet.

PERCEPTION:

First and foremost, in order for our business to "grow up" and change the perceptions people have of us as 'overpaid, overhyped yarn spinners' we need to change our own perceptions about ourselves.

Yes, we have to stop reducing our importance by calling ourselves 'advertising professionals'. Or just 'PR professionals'. Because then we will be just that - a cog in the wheel of the overall marketing and communication machinery.

We need to see ourselves, and project ourselves, as overall strategic and communication professionals. And provide overall comprehensive solutions, which are unbiased by the kind of talent we have on our payroll, even if it means we have to find a third party to implement a program. (It's better to earn a referral fee, than earn a fee from something that isn't required in the first place).

I do believe advertising and public relations have to work together, not independently. It's apalling for me to think that most of the time the ad agency doesn't know what the PR firm is doing and vice versa for most shared clients. And you can forget them working together on a campaign!

The point is, when we can advise and recommend solutions to our clients, irrespective of whether we ourselves implement them or not, respect and trust for us will naturally grow.

PERSPECTIVE:

In order for the business to grow intellectually and effectively, rather than just financially, we definately need to broaden our perspectives.

We need to know more about the new age consumers, around new age media, and about the constantly emerging technologies that constantly change the aspirations, habits, and goal posts of both consumers and their media.

We need to have a perspective on these things today, as well as how it will and can evolve as soon as 3 months down the line, as well as a whole 2 years on.

Traditional SEC categorisation, TRP and Reach to my mind are just lame crutches of the intellectually challenged. And ass-covering excuses for mediocre performance.

We need to wake up to hits, eyeballs, word of mouth, peer to peer influencers, user generated media, and motivating factors beyond food, clothing and shelter.

We need to recognise that the internet, radio and peer to peer media are not "innovations" but a way of life today, and should be a part of every good communication program!

PLANNING:

It's amazing how unplanned our business it. Right from work flow within the office, to programs executed across audiences. Not surprisingly, we tend to be ad hoc and project demanded, rather than productivity driven.

With the right perspectives and perceptions (insights) we need to balance out current sales needs versus constant brand needs.

We need to plan, because quite simply as a studio manager used to tell us - if you fail to plan, you plan to fail.

This point is no rocket science, simply a reminder service :)

PROCESS:

This is usually the bane of every creative person, and account executive, and client. This is a "creative" business, isn't it? How can innovation be processed??

And how can we follow process when everything is needed yesterday?? Right?

Wrong! Because creativity and innovation are not something that will come fall in your lap. They are things that have to be pursued, nurtured and polished.

Creativity and Innovation are a science as well as an art.

And since there is no formal training, or text books for us in the business, each one of us comes with our own brand of thinking and way of working. Not surprisingly, we have the maximum issues around subjectivity, we keep the most bizarre working hours, and deadlines are like traffic lights on New Delhi roads - meant to be ignored.

Processes can help bring some order to our disorder, action instead of anarchy, and satisfaction of results instead of surrender to rubbish.

Process makes life easier - for those who know their jobs, and especially for those who don't. Don't fight process, harness it.

Processes also weed out the weeds in our fields of talent. A VP I once worked it, was a great proponent of 'chaos theory'. Only this was his cover for not knowing his job, not doing any work, and his inability to define roles and responsibilities. Chaos helped him pit people against people, and hence keep anyone from noticing that he was all crap!

So beware of those who fight process!

TO SUM UP:

If we as an industry don't want to be seen as 'narrow minded' and with "keyhole vision", we need to unlock our minds and open our doors to change.

We need to get out of our independent silos of advertising and public relations and discover how to blend the power of the two - where paid communication and unpaid-for hype work together.

We need to constantly and consistently find whatever it takes to give our clients greater impact. In whichever medium we think relevant. Targetting whoever we think is important, including those within client's organisations!

We need to aspire to a stage where we're not depreciated as a commoditised service provider, but instead appreciated as a specialist solutions partners.

Is that so hard to see?

India's Hidden Gems

While we and the world talk about Indian IT, Indian BPOs, our growing global competitiveness and our expanding local consumerism, we usually fail to recognise other industries and indicators of potential.

In the last year or so, I've spent a lot of time studying the Indian economy and its various industries - and have discovered a whole new world of potential and opportunity - in areas we take for granted (like hospitality and construction), as well as in places you would not expect (our sewage for instance!).

I am talking about companies that have grown from nothing, with nothing to back them except the ideas and passion of their owners. I'm talking about entrepreneuers who have toiled silently over the years, and have gained success to become market leaders in their fields, without most people even knowing they even exist!

To my mind they're the hidden gems of India, which when polished will shine out bright not just in India - but in the world as well.

Most of them are around 10-15 years old (Note to myself: I must study the social and economic climate in those days to see what were the triggers). Today, they've attained a critical mass and have reached a tipping point - where with minor tweaking and adjustment in either infrastructure, positioning, or communication, they will rise out of anonymity into certain fame in the years to come.

Here are some random choices:

InterGlobe - established in 1989 as a travel agent, InterGlobe is today one of the leading companies in airline and aviation management, travel related services, travel technology (including a BPO), and hotel management. It not only manages over 15 of the world's leading airlines in India, it has now entered the fast growing area of cruise-lines in India. To top it all, InterGlobe recently launched an ailine called IndiGo, and placed an order of 100 aircraft from Airbus! With the two-way traffic of business and leisure travellers growing faster than our population, any guesses if these guys are in the right business?!!

Enhanced WAPP - Started in 1996 by IITian Rajesh Jain, WAPP is today a relatively successful (and market leader in some cities) company in water and waste management in India. Water and waste are such a problem in India, and essential to the success of any civilisation - there's no doubt you've got to watch out for this company being flush with success!

Spectral Services - Ever wondered how a century old luxury hotel can run smoothly in the middle of a lake - with the electricals, plumbing and all mechanical infrastructure working to 5-star efficiency? Well, it's what these folks do - they're MEP consultants (mechanical, engineering, plumbing consultants) who work closely with architects and have helped put together efficient buildings including the homes of some of India's richest Indians as well as landmarks such as the Bahai temple in New Delhi!

These are just a few names - look around India and you will find hundreds of other such companies keeping the economy moving and thriving silently. Providing products and services that don't shout out with multi-crore multi-media advertising or pr campaigns. But result in equally happy consumers.

I believe the next revolution in India will be here - infrastructure, and services. Because as India strives to become an economic superpower, and the world moves in to take advantages of opportunity India - who do you think is going to make us all work and live comfortably?!

Innovation vs Creativity. Organizations vs People

I just read a fascinating interview by The Strategist Team of Business Standard, with Luc de Brabandere who is an author of many books, and Paris based Vice-President of Boston Consulting Group.

In his interview, Luc talks about the differences between Innovation and Creativity (eye opening stuff here). He opines why organisations cannot be creative, but should aspire to be innovative. Creativity is a very individualist thing, which innovative organisations should encourage.

Luc also holds forth on a belief I have long held, even when I worked as an advertising creative director - "Creativity mushrooms from day-to-day realities and from seeing things from a drastically new viewpoint, angle of thought process"

Creativity as I've always believed, has to be worked at, and you cannot sit around hoping it will hit you on the head as it flies past.

You can read the entire interview on AgencyFaqs here. You can also read more about this subject in an article by Luc in Management Consulting News here.
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The New Highways of Progress

It's a proven fact that the progress of a nation, usually follows the progress of its roads and highways. Take Europe and the United States of America for example... they developed and gained from superhighways long before most parts of the world. And on the other side of the globe today, the Golden Quadrilateral Highway Project of the Indian government is changing the economic landscape and influencing the distribution of industries in India.

As we all know, highways and roads facilitate free-flowing movement and spread of people, goods, even mindsets - hence decantralises national/state economies from the conventional ports and capitals to inner counties and rural areas. And on this rides the spread/growth of knowledge, entertainment, lifestyles, and this raises the overall standard of awareness and living.

Good Highways and Roads are not only good for companies, but also their customers.

Likewise you'll find the information superhighway, a.k.a the Internet, with its bits and bytes is taking on the role once monopolised by concrete and cement.

Here's a quick overview as I see it:

1. Highways open up roads to previously unheard of places. The internet allows you access to companies and consumers you'd probably not meet even with 6 degrees of separation.
2. The spread of higways allows companies to design and develop new manufacturing, distribution, and sales maps. Likewise the spread of the internet allows you to source new material, knowledge, partners and consumers, anywhere in the world!
3. Highways have both drivers and passengers. Likewise, the internet has those driving, and those who just go with the flow.

I think you now get the idea (that is if you didn't already know this).

So what are the golden rules, to keep in mind when using the new information superhighway? Or how can companies/brands maximise the potential of the internet?

1. Know the layout and plans: Understand the internet: its users, its technologies, its growth, its spread.
2. Define your destination: Where do you want to go? Define your goals, define what you want to achieve: research your consumers? open a new line of sale? just promote sales? know the competition? find/solicit partners? Manage reputation? What?
3. Know the risks of highway travel: Is your car/company ready for it? Are you fit for the drive/do you have a good driver? Have you done your homework on the terrain - is it a desert, forest, mountains, what?
4. Identify the other travellers: What is their agenda? Where are they going? What is their mood? Is the highway friendly or hostile towards you?
5. Identify the pit stops and the highway patrols: In case of trouble, do you have a plan A and plan B? Do you know what evasive/engaging actions you can take?

Net-net (pun intended) the new information superhighways are just like the highways of old. They're all over the place, and going through all kinds of terrain. They're full of all kinds of people, with all kinds of agendas. Some are your friends, some enemies, but the most are unknown players.

To sum up this little intellectual journey:
1. If you want your company to grow, you cannot afford to sit at home.
2. If you're stepping out onto the information superhighway (the internet), it's better to be a driver in control, than a passenger who is swept along wherever the others are going.
3. If you are going to drive within the internet, you better learn to drive as well as, if not better than the other guy.

Talent? What Talent!?

At the ICCO Global Summit 2006, one of the sessions was "Talent: Our Greatest Asset". The Speaker was Jeffrey Fuller of Mercer HR Consulting, and the Chairperson (though I expected him to do a session as Speaker) was Bill Rylance - Asia-Pacific President & CEO of PR firm Burson-Marsteller.

My homework on Jeffrey Fuller told me we'd get a great global perspective on talent issues and management. And that this talk will not only touch upon human insights, but be backed by logical, scientific thinking as well.

My homework was correct, I wasn't disappointed, and neither was the audience, by the sense I got in the hall. Jeffrey had covered most of the issues to do with talent.

Then Bill Rylance asked his first question. And gave the whole subject another angle, which may have been at the back of a lot of minds, but hadn't ever been put so bluntly before.

As masterful as he is known to be, Bill Rylance pulled an ace out of his perceptive hat, and kind of said "all this is very well, to take care of people and their issues - but how do you deal with the fact that more often than not the root cause of all the problems and issues facing a company, is actually a bad boss?!"

And with that single statement, he made a point that talent becomes irrelevant, when bosses become terrible!

A silent hush ran through the audience, and I am sure everyone thought of their own boss immediately, and how almost every problem they faced, could be traced back to him or her!

It is true, and I am sure you all agree that the culture, the emotions, the workstyle of an organisation all depends upon the management and the environment it creates.

Good management, can nurture people and create positive productive, healthy believers.

Slack management, can create confusion, promote laziness and lower productivity, and at best mediocre performance.

Terrible management, will create chaos, hostility, lowered production, and many clusters of discontent!

In my seventeen years, I have had the honour and privilege of working with some of the finest bosses in the country - Sajid Peerbhoy, Abhinav Dhar, Nakul Chopra, Nirvik Singh, Arvind Wable, Nitish Mukherjee and Sanjeev Bhargava are the ones I can thank for nurturing and helping me grow - emotionally, as well as intellectually. Sure, we had minor issues like in every relationship, but we're all still friends today.

And having not been obsessed with 'boss problems' of my own, I had the luxury of noticing other people's bosses around me - in different business divisions, in client offices, in partner agencies, and even boss's bosses! There were a few good ones I came across - Ravi Kant (Tata Motors), Anil Kapoor (FCB), Sanjeev Chaddha (Pepsi), Marise Kumar (Whirlpool) and Prema Sagar (Burson-Marsteller) are the ones I'd rank as great bosses and people to work with.

You can always get a sense from body language of Bosses, as to how good or bad they'll be. As well as know from the body language of those around them. Relaxed and good people, always have relaxed and good people around them - and together they do a great job growing themselves, growing their companies.

So while we must do all we can to manage our people well like Jeffrey suggested, the fact is as Bill pointed out - if we really want to do justice to our talent, we need to begin at the top!

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The Great Indian "Superbike" Dilemma

Every couple of weeks I open a newspaper or magazine in India, to see these gorgeous photographs of superbikes (like the one above), with accompanying headlines like "the superbikes are coming!" and alternately "the big bike question" (ET AutoMania, 2nd November 2006).

Enticed enough by the visuals, I end up reading the article, only to discover either:

1. The "superbike" planned by some company or the other is a 180cc or at best a 220cc (!) wannabe superbike.

2. The article interviews half a dozen top executives from Bajaj, Hero Honda, Honda, Yamaha and Suzuki about them introducing real superbikes (500cc and above), only to conclude that Indian roads (!) are not ready for these superbikes, and they will not be successful (?)

Give me a break! Being a superbike fan, I am not even going to address the first point, because you have to be daft to put "220cc" and "superbike" in the same sentence (yuck, it hurts to even say that!).

As for point 2) the conclusion that Indian roads are not ready and they won't be successful, shows either a complete lack of understanding of the market/consumer insights, a lack of guts and something lower, or simply reflects a case of "sour grapes"!

Let's consider each element of the case against the launch of superbikes in India, one by one, and see what makes sense, and what does not:

1. "Indian roads are not suited for superbikes"

- It is not about the road, silly! It is about the bike and the passion to ride one!

- Indian roads are as good or as bad as roads in Bangkok, Johannesburg, Lima, Mexico city and Rome, to name just a few. And we haven't heard them complaining, have we?

- The point is, these bikes will never be used for day-to-day-commutes to places like Chandni Chowk or Lower Parel. But they will be used for thrill seeking and statement making.

- For the thrill seekers, places like Delhi-Gurgaon Jaipur highway, the Mumbai-Pune Expressway, the Hyderabad-Secunderabad Tank Bund will do. For some, even two spins through Phoenix Mills and the malls in Gurgaon will give the desired satisfaction!

- Anyway, most of these bikes are best enjoyed at night, when the toy bikes and cars have gone home to bed, and every street becomes a super-highway!

2. "won't be successful"

- How do you define success? Compared to the 100cc, 100kmpl motor-bicycles that are consumed by the millions in this country?

- You've got to be more realistic. Even in the rich countries they don't sell as many superbikes as perhaps one Hero Honda dealer would sell in New Delhi!

Now, for my perspective, on what would help - not rocket science, but a little common sense!

1. Belief Systems: First and foremost get your own mind in order! Anything is possible if you put your mind to it.

2. Honesty: The problem isn't the roads, it's the numbers - if it does not make business sense for you, say that. If taxes and laws are killing, explain. Don't blame the roads and other irrelevant aspects. If you identify the problem correctly, you will always find relevant solutions.

3. Understanding your audiences: You have two kinds - the passionate money-bags and the passionate money-lacks.

- With the passionate money-bags, eliminate the fears (put there yourself, and by your peers) of bad roads, and sell the bikes which you have so lovingly created.

- For the passionate money-lacks, just organise the finance! I rememember, the BMW 650 launched many years ago cost as much as 3 cars at a time when people couldn't even afford 1! And when I went to a Yamaha showroom last year to see their proposed Royal Star, I was told I would have to cough up around 900,000 rupees without any chance of finance! I may be bike looney, but ain't bloody loaded, so help me out here!

India is a vibrant dynamic country. The economy is booming. And the kids here (18 to 40 year olds) are ready to take on additional financial EMIs, if you promise enough social and emotional ROI.

If this gets the wheels in your head moving, puts serious superbike plans into gear in your company, I along with plenty others will be delighted. And if you decide to give me a call to help out with the strategy, I'd be ecstatic!

The Changing Face of India

The Master of Ceremonies (MC) at the ICCO Global Summit 2006 held in New Delhi this October, started the session "The Changing Face of India" by mis-pronouncing the name of one of India's most respected journalists - TN Ninan (Pronounced Tee En Nine-un, not Neenaan as the lady announced).

While Ninan rightly expressed his irritation, I couldn't help but smile at the symbolism of the incident:

Firstly, it reminds us that despite the years of cultural assimilation and progress, India is still a very culturally diverse country - there is no "typical Indian" and most Indians know very little about, and what makes the person in front of them tick!

And as communication consultants, when you add the factor of a constantly evolving economy to this constantly stirring society, it is most likely that the moment you reach within an arm's length of understanding your consumer, he's going to do a character twist and wriggle out of your mental grasp!

The second symbolism I felt, was even though we all consider Ninan to be 'famous' journalist, he's actually not that familiar a name among the general audience.

And in that reflects another truth of the new India today, which is similar to the rest of the developing world: Media is evolving, the erstwhile giants of print and television have a much lesser impact on society than before, and they have to compete with upstarts like the internet, and surprisingly even the resurgent radio!

Thirdly, the way Ninan reacted, also reflected the changing face of India - he was quick to ask aloud "who the hell is Neenan!??" and then he went on to ignore the MC as she tried to wrap up the session at the end of its allotted time, taking his time to make the points he had to.

The new Indian doesn't give a damn about the voice of authority (no pun intended), is not afraid to raise issues that could even affront someone in power, is ready to stand up and defend their individuality, and will do whatever it takes to get their voice heard!

As I started chewing on the symbolism, my thoughts were further fed by R Gopalakrishnan, Executive Director of Tata Sons - one of the most respected companies in India. He pointed out that India's consumption pattern resembles that of developed nations. And urbanisation is on a fast track that not only connects large cities, but is making inroads into rural India as well.

If you ask what are Indians spending on? Well, Mobile Phones, Televisions, Cars, and Computers are some of the products harvesting the seeds of this increased spending.

They're all tools of communication, getting around, and connecting people. And Indians are seeking out these in large numbers - not just the standard vanilla variety, but in the form of individually customised sundaes! Mobile phones that do a lot of things in a lot of languages, not just televisions but interactive televisions, and all kinds of cars for different occasions.

The point is, the changing face of India is culturally diverse and constantly diversifying, attention spans are fleeting and flying all over the media space, and of course media isn't only "the media" anymore.

That's what I took out from this session at the Summit. The rest of the presentations in this session were just feel good presentations for Indian audiences, and provided fascinating (and inviting) facts for the foreigners.

To know more about India and all the fact and figures, check out India Brand Equity Foundation or Confederation of Indian Industry
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50 Cent(s) worth of advice for communication pros!

What can marketing and communication professionals learn from hip hop / rap artists like 50 Cent, Eminem, LL Cool J, and Snoop Dogg?

Well to begin, let's do a quick summary of what we know about rap and hip hop music:

1. The artists are aggressive, strong, and have hordes of die hard followers.

2. The music is powerful, addictive, and has hardcore followers.

3. The lyrics are single-minded, insightful, and hit the spot bang on with their followers.

Now take a parallel of good brands, companies and people.

Aren't they driven by strong leadership, have a powerful presence in their markets, are insightful about their consumers, single-minded in their messaging, addictive in consumption, and attract hordes of followers wherever they go?

While this holds true for most musicians and rock stars, why am I tuning in to these (er) gentlemen?

Well there's something about hip hop artists that makes them more powerful and addictive than most other types of musicians - especially when it comes to getting insights for brand building in the new world consumer order.

And by new world consumer order, I mean a consumer audience that lives life in the extremely fast lane, has extremely fleeting loyaltly (if it can be called that), is extremely demanding, and extremely difficult to define in conventional terms.

When you (attempt to) analyse hip hop, you'll find the aura is all in the body language, in the confidence, and in the stories these hip hop artists tell.

The stance, the eye contact, the hand movement, the baring of the teeth, the overall body movement akin to that of a modern day street fighter cum classical boxer - is all about an aggressive statement of individuality.

The oversize clothes, the overdose of overpowering jewellery, the overpimped wheels - are all about standing out and projecting stature.

The sexual under and overcurrents, the good 'good guy' and good 'bad guy' stories, the in-your-face uncensored language, the repetitive first person lyrics - are all insightful and typical of the new age consumer.

Trust me, or simply look around you, and tell me it's not true!

You'll also realise this trend/attraction/insight goes beyond the prime band of 18 to 28 year old male!

It encompasses the 13 year old girl who lives an Georgia, USA as well as the 15 year old in Gurgaon, India; The 37 year old DMF in Memphis, and the 37 year old BCG Consultant in Mumbai - they're all hooked onto a diet of Black Eyed Peas, live an LL Cool J life, and spend their millions on 50 Cent.

Think about it. Take a stance. Show me your finger. Or thankfully kiss my *ss for this wake up call! Because this is a part of the new world bro' and you gotta get jiggy widit - and if you can't rap the talk, you ain't gonna walk no walk!

For more images check out Mr Blunt, Davey D and Art.Com

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Happy To Be Stuck With You!

What is it that makes people stick to companies? What makes companies stick to each other? What makes countries friends with each other?

Different people will give different reasons and opinions. Some will point to money, similar goals, and common business interests. Another lot would even say language and religion.

As primitive as it may sound, but the latter is usually closer to the truth. Because more often than not, what brings and holds people, companies and even countries together is something broader, but more basic – culture.

While you may unanimously agree that cultures bring and hold people and countries together, you may not have looked at it from the organization perspective, would you?

I often hear people complain about their jobs, their bosses, even the industry within which they work. While the debate and angst may revolve around issues like ego, money, hours, whatever… the point I always say to them is:

1) “Forget these issues for the moment – do you feel that you and your boss/company/industry are culturally matched?
2) Do you have the same set of values and belief systems?
3) If you do have similar values, you should talk about these issues, fight for them, or even wait for them to blow over.
4) But if you find your values and culture do not match – get the hell out of there!”

It’s as simple as that – and this applies to Bosses, Companies, Clients, even Customers.

- How can an organized, polite person work under a chaotic, aggressive boss?
- How can people who believe in honesty and integrity work for companies that hussle and push people?
- How can hierarchy and process driven companies work with companies driven by chaos and lack of role definition?

It’s the basic funda of marketing – you pitch and connect with people with related interests.

The above are just examples of different values and cultures. You can choose any parameters that are really important to you, and then compare them with the parameters and values that are very important to your bosses, companies and clients.

So, now are you keeping your current job and client list? Or do we see a change in the near future?

Next Practices - Bottom Up!

Before the ICCO Global Summit 2006, many people were looking forward to Yann Risz speak about “Next Practices” (see link)… And many women were looking forward to meeting Yann Risz in person (see accompanying pic)…

While the women weren’t disappointed by Yann, some people were confused by his session.

I am not going to get into the what the women liked, but I would like to comment on the Session.

Most people got carried away by the title of the Session and the theme of the Summit, and were perhaps looking for fireworks in terms of new tools and technologies from Yann.

But if only those who complained had read the synopsis of Yann’s session, they would have realized that he delivered what he promised – which is a killer opportunity in its own right, however “unglamorous” it may look and sound.

Yann Risz talked of ‘bottom of the pyramid’ consumers (which many “elitist” brands/agencies pooh-paah), and how companies can address and alleviate their social and economic issues, while creating relevant business opportunities for themselves.

Unfortunately, the Q and A session got waylaid by self righteous and so called “politically correct” questions like “oh how can you take advantage of economically disadvantaged people” – while the questioners completely missed the point that these companies were creating mutual wealth, and attempting to raise the basic standard of living at the bottom of the pyramid.

I doubt anyone can question the motives of Yann’s first example - ITCs e-choupal and the positive change it has brought to the landscape of rural India. And while I personally believe his other example, ICICI Bank, is stretching itself thin when providing low cost, low value finance across the country, and will have a tough time sustaining this promise in the long run. Where’s the profit in that!?

As Jairam Ramesh, Minister of State for Commerce, Government of India pointed out later in the Summit – “while countries like India and China will certainly become global economic super powers in the macro sense, the per capita income will still be very low, with the average citizen still struggling to make two ends meet.”

And as Yann pointed out – this ‘average bottom of the pyramid citizen’ is going to be a huge chunk of consumer; a very large audience which we will also have to address – if we’re to survive and thrive, in the next generation economy.

Learning from "The Grand Master"

“To begin, let me tell you how happy I am, to be here with you all in New Delhi… In fact, at my age, I am happy to be anywhere at all!” began Harold Burson, the 80-something Founder and Chairman of Burson-Marsteller.

And with these opening remarks, he not only disarmed and connected beautifully with an audience of senior people used to holding centre stage themselves. CEOs, but reminded us all at the ICCO Global Summit why he’s called the ‘Father of Public Relations”.

But listening to him speak that morning, and remembering things he said over dinner one evening before the Summit (yes I had the honor, and am indulging in blatant name-dropping) I would rather call him the ‘Grand Master’ of Public Relations – as ‘Father’ has rather benign connotations.

Here is a man who’s not just been on top of his craft for decades, but one who has had insights and vision, of understanding and depth, to take his industry of previously called (and often maligned today as) spin doctors, to a highly respected position of corporate reputation and strategic advisors.

Yet, what he said at the Summit, was nothing new or mind blowing – but simple and deep. I won’t elaborate, but simply crystallize what he said. You think about it.

1. PR is an Applied Social Science
2. PR professionals have to play an advisory role in policy making and business
3. PR is about crystallizing public opinion
4. PR professionals need to constantly educate themselves, test themselves
5. Proper research public opinion/decision making is important
6. You can’t talk the talk, if you can’t walk the walk
7. PR professionals need to educate the clients as to how the business works, and how much goes into it – to get them to appreciate and value remuneration
8. Do good, and get credit for it
9. PR firms need to think about and manage their own reputations and public image.
10. PR firms need to have a good relationship with their clients, where they add value by providing a broad, independent perspective on not only corporate reputation, but the overall business as well.


To know more about the man, and get insights on what's on his mind, visit Harold Burson's blog here.

To get a proper PR professional's perspective on the session, click here.

What's someone like you, doing in a place like this?

Reading my previous post on the ICCO Global Summit a lot of people asked 'what on earth was I doing at a Summit for PR professionals??' I mean, I am a student of economics, with a hardcore advertising and marketing background, and I'm now making a living out of strategic design and new media consultancy... where does this PR jamboree fit in??

While I think even the organisers of the Summit underestimated the potential of something like this, and hence only targetted (and got) PR folks to attend the Summit.

However, if you look at the agenda you'll notice it had far more to offer than what you'd expect from conventional public relations. And not living and operating out of any specific industry silo, I was quick to spot the learning opportunity!

You see as boundaries between advertising agencies, pr firms and marketing consultants begin to blur and even compete with each other (an they should, if they want to retain their jobs and premium remunerations) it becomes all the more important to know what 'the other side' is thinking.

The name full form of ICCO (International Communications Consultancy Organisation) alone should have got other folks interested. I mean aren't all the above mentioned (ad, pr & mktg) people communication consultants really?

Next practices... the changing face of the consumer and the changing face of communication... the internet... opportunities in India and China... talent, measurement... aren't they relevant to anyone who's in the communication business?

If your answer is 'no' - buddy, you better have a fat bank balance on your side, or an alternate career path as a pan handler all mapped out - because you're certainly going to need it, sooner or later.

If your answer is 'yes they are relevant', but missed this opportunity, just stick around - and let noshtradamus guide you through the learnings in the next couple of weeks!

Forget Best Practices, Think Next Practices!

Next Practices - How cool a phrase is that! Well the first time I heard it, it was in the context of ICCO - the International Communications Consultancy Organisation, and the theme for the ICCO Global Summit 2006.

That was early this year… the Summit is now concluded… and all the speakers and delegates have gone home.

In the mean time I not only got involved with creating communication for the Summit (full disclosure here) I also attended it as a paying Delegate.

But whatever I say here is purely from the perspective of someone who paid good money to get something in return. Here’s what I got.

Next Practices – yup! I discovered what they’re all about. And I also learnt a lot about next markets, next consumers, and next opportunities – but not necessarily from the speakers.

Well like all conferences I’ve attended, some speakers were brilliant, and some were complete boors! Some made a lot of people see sense, and some made a lot of people snore.

Allow me to elaborate:

If you are a person like me with your ear to the ground, and a finger on the pulse of consumers and media – there were few surprises at the Summit.

But then, not everyone is like me, so I saw plenty of jaws drop and heads shake in awe at the insights and perspectives that were shared.

The ones who stood out (even for me) among the lot of speakers were: Harold Burson, Louis Capozzi, Paul Taaffe, Aedhmar Hynes, Jairam Ramesh, Esther Dyson, and Christopher Graves.

The ones I wanted to hear some more were: Paul Holmes, Tarun Das, Bill Rylance, Doug Hauger and Jean-Leopold Schuybroek.

The ones who had something potent to share, but didn't get due justice were: Yann Risz and Advait Kurlekar (I'll explain how and why in subsequent posts).

The top prize for sheer attitude and energy would be shared between: Christopher Graves, Simon Quarendon, and TN Ninan.

Among the extra curricular sessions: I’d say the most mind opening session was the one with Jamling Norgay!

The second day was better than the first, even though every session on the first day ended bang on time… hey hang on a bit..! That’s why the second day was better – the first day so cut and dried on time, it became boring, and there was hardly any interaction! It’s on the second day when the process took a beating, and everyone asked questions, that the Summit actually became more enjoyable!!

Overall, I’d say the Summit was a success, not just in terms of attendance, but also in terms of learning.

While Simon Quarendon dished out some amazing stats in his vote of thanks to prove the attendance bit, my following posts will give you a session-by-session run down on the learning at ICCO Global Summit 2006!

Stay tuned… Next Practices & Co… Coming up… next!

Mass Market? What Mass Market?

McDonald’s, perhaps what we would call the ultimate [popular] mass brand, used to spend two-thirds of its U.S. advertising budget on television. Last year, it cut television spends down to one-third of its budget.

In 2003, Coke President Steven J Heyer announced that it was moving away from television as the ‘main anchor medium’ to more ‘experience based, access driven marketing’.

Even P & G is globally becoming very picky when it comes to mass channel advertising, and is targeting its consumers more finely.

India is different… Or is it?

What do the changing global consumer habits mean for us in India? Well with due apologies to Rudyard Kipling – east is no longer east, and west is no longer west, because technology is fast making the twain meet. And even in India ‘buying big’ has to make way for ‘buying smart’.

Media buyers who spend big bucks on mass channels are more often than not wasting money. And that’s also because most result-pressured marketers demand reach and efficiencies which look good on paper.

The fact is you don’t need a sledgehammer to swat a fly. And the sooner we operate keeping that in mind, the better off will we all be.

The fact is consumers are no longer predictable, reading the morning newspaper at work, and sitting in front of their television sets at prime time, waiting to consume your ‘bloodily negotiated deals’, and bonus spots. Today, they consume information and entertainment in more ways than the average media planner can imagine.

Catching them young

If we are becoming a predominantly youth filled country, our forty plus media bosses definitely need to think young.

The internet itself – an obsession with this youthful India - has various diversions and media opportunities – from your browser, to instant messenger windows, download accelerators, to search engines… the list is exhaustive.

Then there is the latent potential of hidden persuaders like web-logs and chat rooms. And of course events and ideas like the traditional web-casts and fresh-off-the-left-brain podcasts which make web content portable and consumer focused like never before.

Advertising savvy, or sloppy?

Not surprisingly, traditional advertising agencies are feeling the heat from clients. Few have the ability to spot new age trends, until they have passed them by! Because quite simply many advertising agencies are still using tools and techniques devised by their grandfathers, and research methodology that tracks what is, not what will be or what can be.

I remember, when trying to get the budget of a TVC approved by a client, he got hassled and said “don’t try to sell me an ad. I have a series of problems here – pricing, distribution, negative word of mouth, you name it. And all you can think of is a TVC!?? - I wish you people came up with 360 degree solutions, instead of using up all my money to shoot abroad!”

We cribbed and went back, only to return with some POS items, a DM and an event theme as “solutions to his over-whelming problems!” The project needless to say, never got off the ground!

Commissioning Change

The fact is, most advertising agencies in India are not easily adapting to the new India. And this has nothing to do with technology - but everything to do with ‘mindsets’, and something to do with budgets!

Advertising agencies have accept that the new consumer is not easy as a ‘two or three media components budget’. They have to be willing to take the risk of trying something new and untested in our country. They have to be willing to take a lesser commission or no commission to help Clients adopt these new ideas.

Because if you don’t take the lead, someone else surely will. And in the long run, they’ll be reaping a mass of profits.

The 1st "B" of Marketing

The 4 Ps of Marketing now have a companion - B for Blogs - the next big thing for Marketers worldwide.

Blogs [Web Logs] as per their original definition and intent are simply rants and raves of regular people, published online at the click of a button.

For Bloggers there are no censors, no major payments, and no hassles to deal with. All you need is access to the internet!

Blogs are flooding the internet at the rate of approximately 80,000 new Blogs being added every day, with about 1.3 million new posts being published in the same period worldwide.

Estimates suggest that US workforce alone will spend the equivalent of 551,000 man years readiBlogsogs in the year 2005 [hours a day multiplied by number of readers].

In the sub continent, conservative estimates put the number of Indian Bloggers to be approximately 100,000 with students and under 30s contributing a large part to this number.

For Marketers worldwide, Blogs are a great place to absorb consumer mood and opinion, a great medium to advertise, and are also a great way to make public your own [brand or company] opinion in a very informal, interactive manner.

The key thing to remember here is that the popularity or power of Bloggers depends on the reputation of Blogger or the credibility and likeability the man or woman who publishes BlogBlog.

Good Bloggers become mini celebrities in their own right, with loyal readers or other Bloggers who form a virtual group of their own - complimenting or cursing everything from products, services, schools of thought, systems, societies, governments, people, celebrities - you name it, they have an opinion on it.

The public opinion generated by Bloggers has influenced companies to recall products, governments to change laws, even get top executives to quit their jobs!

So if you are a marketer always saying consumer is king, log into the Blogosphere. You'll be surprised what consumers think of you, your product category, and life in general. Also get professional help, and if you like publish your own Blog! You will be amazed with what it can do for you!

Some Blogs I like [To find out why they're great marketing opportunities, write to me]:

AdRants
Vespaway
Cre8ive Ignition
PostSecret
Small Agency Diary

Hare Today, Turtle Tomorrow?

No you haven't read this story of the Hare and the Tortoise before. No it's not the 'new management school' version you've also read. This is my take on Mr. Hare & Mr. Tortoise [no male chauvinism intended, I assure you!].

But before I begin let me point out that we all know about the original author Aesop. But who is the author of the 'new' version? When I first saw it, it was attributed to a Professor in some American sounding University. When the dazzle of the first read died down, I did a Google search of both the Prof and the University - and surprise, surprise, neither showed up!!

Then as I searched afresh with keywords of the story, dozens of results turned up with the story published on many sites - from schools, colleges, HR consultants, including a variation of the story from Kerala!. Read some examples here or here.

Now, times as they are, unless someone points me to the original authors, I will think the original story was outsourced from India, and the author or authors will remain anonymous!

Now for my story:

The Hare and The Tortoise - The Reality Series!

We are all awestruck by the simplicity of “Fast and Consistent versus Slow and Steady” and the way two little animals can show us how to run large corporations!

But is it all so simple? Let's stargaze a bit...
Having practised all the variations and versions of the race, The Hare and the Tortoise decided to turn it into a profession, and make money out of it!

They set up “The Great Hare & Tortoise Company”

On the first day in their new company, both Directors landed up at the starting line eager as beavers to race.

“Now relax and watch me fly at my Fast and Consistent best” said one.

“Hey! I am Fast and Consistent, I go first!” corrected the other “You are Slow and Steady…”

Cries of “No I am!” and “No I am!!” filled the morning as the two argued about who was whom. And the race was abandoned.

New Learning One: Speed, Consistency, and other such values are subjective. One man’s Hare, is another man’s Tortoise – and vice versa.

New Learning Two: Being in power, often makes you forget who you are, and what you are actually capable of doing!

New Learning Three: Two or more people cannot be expected to do the same job. Focus is lost, and chaos is found.

But the story doesn’t end there.

Now, being good corporate citizens, the two decided to do market research to find out "who they really were."

These are the reactions they got from consumers:

Consumer One: "You are neither Hare nor Tortoise. You are a Hyena – Others do the running and killing after which you stand around and pretend that you were “Fast and Consistent”.

Consumer Two: "You are a Lazy Cow – You lie around all day chewing the cud, while your mental shell leaves you unmoved to the happenings around you. Therefore others think you are “Slow and Steady"

Consumer Three: "You are a Mountain Goat – You keep banging your head into others, until they agree with whatever you say you are."

New Learning Four: Not everyone or everything is what it seems.

New Learning Five: Scratch below the surface of labels, and look for results – irrespective of whether done fast or slow. Results are remembered, not styles.

But that is not the end of the story.

Hearing all the commotion in the Jungle, a Lion landed up at the meeting. The noise had disturbed the Lion, and the debate sounded very silly to him.

So with a mighty roar, the Lion ate up the Hare, the Tortoise, all those present. And he took over the Company.

Moral of the Story:

Winning is not about speed, consistency or a combination of the two – it’s about Leadership with vision, ability and passion.

Every race will have its Hares and Tortoises. A good leader recognises them and uses them to his and the company’s benefit.

Dive into something new!

People ask me what I'm doing nowadays... since I left my job as country head of creative, in an advertising agency. Well the answer is "I'm swimming in a Blue Ocean"! I am creating communication products and services no one else offers today.

A major influence in this career shift has been this amazing book "Blue Ocean Strategy" by W Chan Kim and Renee' Mauborgne, published by Harvard Business School Press.

In a fascinating read, Kim and Mauborgne encourage us to go beyond bloody red oceans of existing markets, to create uncontested market space and make the competition irrelevant.

While the authors agree the thinking is not new, they stake claim to the evocative new marketing term "Blue Ocean Strategy".

The book doesn't just hypothesize, but illustrates examples that have worked across categories - from watches, computers, and even a circus! And it is a great DIY guide for those "madventurous" enough to explore Blue Oceans :)

Thought I'd share info about this book with you.

Digital Road Rage

You think it, you write it. You like it, you announce it. You don’t like it, you trash it. And with the worldwide web on your side, the whole world can see it.

In times where world-wide audiences are available at the press of a computer button, are we putting our minds where our mouth is?

I’m speaking of off-the-cuff posts in blogs and even regular websites all over the world, where spontaneity holds sway over sensibility.

While conventional publishing puts the responsibility of putting presumably well thought out news and views in a few hands, publishing on the worldwide web is open source. Yours to do as you please.

Quite like driving on Delhi’s roads, where rules are damned, and decency is trashed. If you don’t like the way someone drives, you show him the finger. You don’t like his reaction to your finger, show him the hospital.

Many bloggers seem to be driving the same path – armed with what I call Digital Road Rage. Surf around you, and you’ll find more rants than raves and more angst than thanks.

Get personal, get unprofessional, and even hack away at your opponent in some cases. “All’s fair in blogs at war” seems to be the mantra. With no apologies due when my karma runs over your dogma.

My two bits of advice [three actually], learnt from navigating the streets of Delhi:

> Fight the rage, nurture the raves. Whether you’re a large organization or an individual, think before you upload. What you say, is going to drive the perception of you – positive or negative.

> The world is watching, and it has the same weapons as you do, maybe with more time and more friends.

> There’s nothing sillier, or uglier than two people battling it out in public – on the road, or on the internet.

Now I’d like to end by saying “thank you for reading my Blog all you nice people. Have a nice day!”