digital, industry, opportunities, trend

Predicting 2014, aka What I Want To Do In 2014

The tough part about leading an agency creative team is that you have to set the direction and the vision for the work that you will do.

The great part about leading an agency creative team is that you get to set the direction and the vision for the work that you will do.

Digital marketing in India has come a long way since I defected from traditional advertising in 2009. Fewer marketers are talking about digital being the future; they’re beginning to see it as a de facto way of life. I, for one, believe we’ve entered a post-digital age, and that all marketing efforts going forward need to accept and leverage that reality.

I think we need to go beyond looking at digital as Internet and mobile. I think we have to look at digital marketing as an intersection of three worlds; and that intersection doesn’t always need to reside in the virtual world.

What Is Digital Marketing

Digital marketing is an intersection of three previously distinct worlds.

Forgive me, but I’m going to repeat three buzz-phrases you’ve been hearing for a while. They’re the absolute truth.

  • Content is the new communication. You can’t be a marketer and believe that you’ll achieve brand engagement with a 30-second TVC.
  • Data is the new oil. Because digital allows us to capture what people are actually doing, versus the focus groups that capture what people claim they’re doing.
  • Mobile is the new TV. It’s belittling to call the first screen you look at every morning, the only screen you carry wherever you go, and the last screen you look at every night a “second screen”.

The other thing we need to practice is data-driven marketing. If you’ve managed to get past information overload and get someone to actually click through to your content, you aren’t doing yourself justice if you aren’t setting up to reach that person again. Every piece of engagement that you run needs to help you understand something more about your audience.

The Marketing Circle Of Life

Marketing today isn’t scientific unless it’s driven by data.

If one understands these shifts, it’s not difficult to see where digital creativity is going in 2014. Here’s my bucket list for the year to come.

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creative, digital, opportunities

Friendly Neighbourhood Resource Poacher

A quick word of warning to Creative Directors everywhere.

You don’t need to worry about other agencies poaching your people.

(Well, you do, but there’s a bigger threat on the horizon.)

You see, LooksGayButClaimsHeIsn’t and I are swamped with work, and need some help.

So we’re going to be going from cubicle to cubicle, from person to person, requesting them (unofficially) to spend their spare time helping us.

Therefore, you shouldn’t be surprised to find your art director ignoring a print ad layout in favour of a website design. Or your copywriter suggesting you don’t do a poster, but a Facebook app instead. Digital is like that only – far more fun.

Of course, this is all part of my top-secret, highly-classified, under-the-table, ultra-stealth master plan to transform every mainline creative person a digital creative person. Without slipping strange chemicals into their drinking water, that is.

Already two people have volunteered their spare time, and we will brief them today.

And for all those creative folk who are happy writing product tags and the odd poster, I paraphrase what the Creative Director in the Ramgarh office said to his people: “Beta, kaam kar, nahin toh digital-waale aa jaayenge.”

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careers, challenges, insight, opportunities

Where’s A Lifeguard When You Need One?

They say – and I do too – that the best way to figure out if somebody’s up to a challenge is to throw that person off the pier into the deep end.

If he (or she, in which case you’d better push her off the pier gently) can stay afloat, and if the sharks aren’t particularly hungry, then you know that he (or she) is up to it.

This week, I find myself in the water, and the sharks are smelling blood.

The next five days will be game-changing for my career.

Either I will be completely shattered, left with little or no confidence in my creative abilities, destined to be a follower…

Or I will come out believing I’m ready for bigger things.

In the last three months or so, I’ve moved from being a small fish in a large pond to a (relatively) bigger fish in a smaller pond. The move from Lowe Lintas to Linteractive has brought with it serious responsibility and expectations – to lead a creative renaissance in our digital wing, helping to build it into a powerhouse that’ll chart the agency’s course for the future.

On Friday, we go into a large, extremely competitive pitch. The spends are huge and the pressure is immense. The product is a parity one, a category I’ve worked on fairly often before – which means that it’s even tougher to crack.

The nerves are jangling.

This will, after all, be the first time I present creative at a pitch – not counting freelance pitches, of course.

This will be the acid test.

For the next five days, my creative partner and I will live, breathe, eat and sleep with this pitch. We will take the brief and turn it upside-down, inside-out. We’ll squeeze it dry. We’ll look at it in a mirror. We might just tear it up and start afresh. All for that one idea that’ll hopefully win us the business, and the recognition we deserve.

And if there’s any insight I might have gleaned from these last couple of days, it’s this.

You may spend your whole life preparing for something; but when it comes, you’re never as prepared as you thought you would be.

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