1. Advertising moving towards Bigamy
Emergence of Techno-Creative Consultants
Presented By
Ashutosh Karandikar

2. The Past The Present The Future

3. The Past - Traditional Advertising

4. The Past - Traditional Advertising
Beginning
Of
Modern
Advertising
The USP
Time
“Soft Selling” Positioning Celebrity
Endorsement

5. The Past - Traditional Advertising
Beginning
Of
Modern
Advertising
The Snake Oil
Salesmanship

6. The Past - Traditional Advertising
The USP
Time
Marketing for
the masses
begins . .

7. The Past - Traditional Advertising
“Soft Selling”
Rise of Cynicism and ethical advertising

8. The Past - Traditional Advertising
Positioning
Rise of Brand
Persona

9. The Past - Traditional Advertising
Celebrity
Endorsement
Rise of the “Brand Cool” Quotient . .

10. The Past - Traditional Advertising
A monogamous affair!
Advertisement/ Promotional Campaign

11. The Past The Present The Future

12. The Present- Industry in Flux
Targeting through Advertising > Advertising the Target Customers
Block Buster Commercials (2000’s) > Customer Involvement (2005) > VIRAL ADs
80% CEOs believe their brand provides superior customer experience, 8% Customers agree
76% Customers believe that companies don’t tell the truth in Advertisements
VIRAL Ads help one get noticed, BUT WHAT’s THE POINT?

13. The Past The Present The Future

14. The Future – Emergence of Technology

15. The Future – Emergence of Technology
Messages Utility
Interruption
(Content Force
Feed)
Participation
(Consumer
Choice)
Broadcast Localized
Mono-cast

16. The Future – Case Studies
https://www.youtube.com/watch?v=ILP1mz8MtJM
Smirnoff Nightlife Exchange Project
Smirnoff hosts parties themed around a particular country, invites its fans and
followers and encourages them to shares their experiences through social media
Over the four months that the campaign ran in 2011:
•The number of fans on the Facebook page increased by 427% to more than 1mn
•Smirnoff became the third largest brand page in Brazil and the first alcoholic
beverage to achieve more than 1m fans
•Smirnoff Brazil was the 17th most engaging brand on Facebook in September, with
1,009 posts, 362,498 interactions, 307,822 ‘likes’ and 54,676 comments

17. The Future – Case Studies
https://www.youtube.com/watch?v=tPC1gN6PbN8
Johnny Walker QR Codes
This is an interesting case study as it involves the ‘internet of things’ - an emerging
trend based on the idea that digital technology can be used to connect everything in the
physical world to the web
Driven by a desire to take advantage of increased consumer use of smartphones in-store,
Diageo put QR codes on the back of whiskey bottles that allowed the buyer to embed a
personalized video message using a web application
The recipient could then access the video by scanning the code
As a result, the use of digital media, transforms the whiskey into a unique,
personalized gift rather than just any other bottle

18. The Future – Case Studies
http://www.youtube.com/watch?v=0i7Nt_L_obs&feature=player_embedded
The Lynx Stream Mobile APP
Creating a utility for the target customers and sub branding the core product in a soft
sell fashion
Relying on the fact that their target audience likes to party and is always in proximity
to their smart phones, with its ‘Stream’ app Lynx aims to help capture memories and
take part of them as well

19. The Future – Case Studies
http://www.youtube.com/watch?v=JcgfgO3Vzmw
TESCO HomePlus Subway Virtual Store
Tesco Homeplus in South Korea wanted more people to shop at their stores. However,
the market leader (their competitor) had more locations. Shoppers were likelier to visit
the competitor's stores conveniently nearby than travel to their nearest Homeplus.
Setting up more retail outlets wasn't the answer. How could Homeplus get to number
one without more stores?

20. The Future – Case Studies
http://www.youtube.com/watch?v=vDNzTasuYEw
IKEA Augmented Reality APP
The 2014 IKEA catalogue gives you the ability to place virtual furniture in your own
home with the help of augmented reality. Unlock the feature by scanning selected pages
in the 2014 printed IKEA catalogue with the IKEA catalogue application (available
for iOS and Android) or by browsing the pages in the digital 2014 IKEA catalogue on
your smartphone or tablet. Then simply place the printed IKEA catalogue where you
want to put the furniture in your room, choose a product from a selection of the IKEA
range and see how it will look in your home!

21. The Future – Techno backed Advertising
A bigamous affair!
Advertisement/ Promotional Campaign

22. The Future – Techno backed Advertising
Emergence of Techno-Creative Consultants
• Earlier a Servicing executive had to marry a business need/ proposition to a
Brief. And a copywriter had to marry the brief with his creativity to come up
with a campaign
• With the advent of multiple technology platforms the traditional advertising
model is handicapped as it cannot explore the opportunities and options
which a technology platform can create for a campaign
• This leads to a distinct need for an individual who can map the business
need/Proposition to available technology platforms in a creative manner to
be able to crack an innovative campaign

23. The Future – Techno backed Advertising
Emergence of Techno-Creative Consultants
• Ideal Profile
• Sound understanding of market, business and functions (Preferably an
MBA or an industry veteran with a sound marketing, strategy and/or
operations experience)
• Well versed with technology trends, platforms, solutions and mediums.
(Preferably with an exposure to the New Media/ IT industry)
• And Most Importantly – Creative (And an Off Road Biker!)

25. References
• http://www.slideshare.net/CoolSchool/psof-advertising-seminar-past-present-and-future
• http://www.visioncritical.com/blog/emerging-trends-contributing-to-advertising-consolidation
• http://wallblog.co.uk/2011/09/12/five-innovative-digital-campaigns-that-are-all-delivering-value-to-consumers/
• AND SOME PERSONAL EXPERIENCE AND INDUSTRY EXPOSURE!