IAA Summit: Day 2 speakers go beyond disruption

The speaker line-up included Cindy Gallop, Simon Kemp, Fernando Ortiz-Ehmann, Twitter's Parminder Singh and ITC's Sanjiv Puri

BestMediaInfo Bureau | Kochi | September 7, 2015

The second day of IAA Silver Jubilee Summit at Kochi got off to an impressive start with the speakers talking about action branding, being more relevant than disruptive, and top skills required for marketers today.

IAA India Chapter President Srinivasan Swamy said, “Today's speakers have ensured that we have had a very different set of insights coming in across social media, technology and branding.”

Talking about what's coming next, Cindy Gallop, Founder and Former Chair of Bartle Bogle Hegarty, USA, and Founder of the IfWeRanTheWorld and MakeLoveNotPorn, said, “You cannot do new world order business from an old world workplace. It is time to redesign businesses for new emerging revenue models. Doing good and making money simultaneously will be the new norm.”

She also talked about her interesting new concept of MakeLoveNotPorn.com that brings the reality back into sex, a far cry from the porn that is available openly. Gallop's TEDTalk "Make Love Not Porn" was one of the "most talked about presentations" at the 2009 TED conference.

Next up was Simon Kemp, Regional Managing Director, We are Social, Singapore. He explained how marketers today need to move from having specialised skills to having different disciplinary depths to execute the hybridised roles brands are in right now. He said, “Today, it is less about the way we disrupt with technology and look at how we disrupt through technology. The next big thing is how to use technology to engage people in new ways. It is more about the psychology than it is about the technology.”

Fernando Ortiz-Ehmann, Senior Strategist, Saffron Brand Consultants, Madrid, said that disruption is becoming too generic a word and it should be replaced with “relevance”. He said, “Historically brands are anchored to something very solid and very stable and static. But now the world is becoming dynamic, there is nothing to anchor it to. This will give rise to fluid branding that is more adaptable to what's happening in real time.”

Twitter's Parminder Singh talked about digital disruptive superchargers that brands are employing to connect to consumers. “Algorithms, building communities and engagement are the three superchargers that the brands of tomorrow are going to build themselves with,” he said.

Sanjiv Puri, President - FMCG, ITC, said, “I think to create a lot of value for society and take Make in India to the next level, it is intellectual capital which will be manifest in Indian brands. And these will create fresh value chains for sustainable livelihoods in the country.”

Pradeep Guha, Summit Chairman, said, “There were a lot of future trends that were introduced to the delegates, including new age words like 'slashies' and 'uberslashies' for multidisciplinary skill sets. Surprisingly, these are words that are now gaining traction in brand communication.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com