Integration across disciplines is increasingly important for understanding consumer behavior in today's Attention Economy. Brands must go beyond short-term "projects" and forge deeper relationships with consumers to stand out. While Indian advertising is effective at driving awareness, creative impact and branding could be improved to better engage consumers in this fragmented media landscape.

2. Integration truly is the future…
• The need to go beyond “projects”
• Integrating across disciplines
• A flavour of the power of meta-analysis
– Patterns from BrandZ and Tracking data and implications for
advertising

3. The Attention Economy

4. The Attention Economy
“In today’s Attention Economy, we obsess
about the attention part and forget about why
we need that attention in the first place :
(brand) relationships”
quote from ‘Lovemarks: the future beyond brands’
Kevin Roberts, Global CEO Saatchi&Saatchi

5. Fact #1
Fragmenting categories are the new reality
Leader Brands : Consumer Bonding over time
77
70 73
64
54
40
28
25
23 22
17 13
11
2006- 2007 2008 2009 2010
HP FAL LIC McDonalds Nokia Thums Up
Source: BrandZ™ India 1999-2009 ; BrandZ™ is based on Millward Brown’s Brand Dynamics framework

6. There is a decline in engagement. Is the nature of
engagement also changing?
Six different ways people bond with brands
Different Dynamic Popular (Fame)
Best Deal Rational Affinity Emotional Affinity
Basis : Brand Dynamics™ studies globally (and in India)

7. Fact #2
We seek reassurance from brands but in today’s
environment, brands also need to ‘stand out’
Factors Influencing Bonding for strong brands
10.8
10.0
4.5 4.3 4.5
4.2
3.1 4.2
4.1
3.3
2.3
0.5
Different Dynamic Fame Price Rational Emotional
Affinity Affinity
INDIA GLOBAL
Source: BrandZ™ India : Classic/Olympic Brands, 1999-2009; BrandZ™ is based on Millward Brown’s Brand Dynamics framework

8. Fact #2
And this is only increasing over time… Creating a
unique space is more important than ever for brands
Factors Influencing Bonding for Strong brands
9.9
5.0
4.0 4.0 4.3
14 2.5
-1 -1
-24 -7 -6
Different Dynamic Fame Price Rational Emotional
Affinity Affinity
2008+ – + Change over previous years
Source: BrandZ™ India : Classic/Olympic Brands, 1999-2009; BrandZ™ is based on Millward Brown’s Brand Dynamics framework

9. How has advertising delivered to
this challenge?

10. Fact #4
We are equal to any when it comes to effectiveness of
advertising % shift in key metrics post advertising
Global Avg.
3 3 3 3
2 2 2 2 2 2
1 1
(~400 ads) (~300 ads) (~600 ads) (~100 ads) (~400 ads) (~400 ads)
India Brazil Argentina Turkey UK USA
Saliency Preference
% change in measure (peak in 8 weeks post ad coming on-air versus 8 weeks prior to advertising)
Source: Global Millward Brown Dynamic Tracking database

11. …but its also about how we get there!
Effectiveness
=
Impact Branding Media Brand
Weight elasticity
Creative Impact We measure this via the Awareness Index – the % increase in ad
awareness per 100GRPs

12. Fact #5
Are we delivering because we are spending more?
Creative Impact is low compared to other countries
Average Awareness Index by country
Global Average 5
8
6 6
5
4 4 4
India Brazil Russia China Mexico Turkey UK
(513) (148) (199) (161) (94) (233) (1156)
Source: Global Millward Brown Dynamic Tracking database

13. Fact #6
We are meeting the Attention challenge well – people
remember our ads but…
A look at recognition of ads and how well branded they are
57
60 Global Avg. 49
54 51 51 52
48
India Brazil Russia China Mexico Turkey UK
(879ads) (1017ads) (495ads) (366ads) (760ads) (750ads) (626ads)
Source: Global Millward Brown Dynamic Tracking database

14. Fact #6
In our effort to break clutter, are we losing sight of the
branding challenge?
A look at recognition of ads and how well branded they are
80
65 65 67
55
Global Avg. 62
58
56
60
Global Avg. 49
57
54 51 51 52
48
India Brazil Russia China Mexico Turkey UK
(879ads) (1017ads) (495ads) (366ads) (760ads) (750ads) (626ads)
Recognition Branding
Source: Global Millward Brown Dynamic Tracking database

15. Fact #6
Critically, this hasn’t always been the case
A look at recognition of ads and how well branded they are
Pre2008 2008+ 80
Recognition 53 55
Branding 62 54
67
65 65
Global Avg. 62
58
56
55
60
Global Avg. 49
57
54 51 51 52
48
India Brazil Russia China Mexico Turkey UK
(879ads) (1017ads) (366ads) (760ads) (750ads) (626ads)
(495ads)
Recognition Branding
Source: Global Millward Brown Dynamic Tracking database

16. So what does this mean for us?
Learnings from tracking brands that have met the
Attention Challenge

17. Implications
 Seems obvious – but stay true to the core of the brand
Dove

18. Implications
 Seems obvious – but stay true to the core of the brand
 Make the distinction between ads that are different and ads that make a
brand stand apart
Bingo! Micromax

19. Implications
 Seems obvious – but stay true to the core of the brand
 Make the distinction between ads that are different and ads that
make a brand stand apart
 Often its not about an execution or even a campaign, its about a
concept that is the unifying thread
Tata DoCoMo

20. Meeting the Attention Challenge
 Seems obvious – but stay true to the core of the brand
 Make the distinction between ads that are different and ads that
make a brand stand apart
 Often its not about an execution or even a campaign, its about a
concept that is the unifying thread
Clarity of purpose and consistency of execution

21. Integration : Beyond the sum of the parts
• Beyond projects
• Beyond silos of disciplines
• Beyond ‘simple addition of information’