Survival of the Freshest will define the coming year: Goafest

Goa : Goafest, India’s largest intellectual exchange in the world of advertising and media saw over 2500 delegations came together to celebrate the ‘Spirit of Advertising’. Advertising and Media agencies came together to learn – from global icons such as Will Collin – Partner, Naked Communications; Michael Constantine -Director Global Market, Prime Focus; Tim Mellors -Chief Creative Officer, Grey Worldwide and Richard Pinder – COO, Publicis .

Will Collin from Naked Communications stressed on ‘Freshness in Communication’. Everything a brand does is communication. One should start with understanding the consumer and their journey and how you can meet his needs and through that develop integrated communication. Freshness in communication means to never being compromised does not mean you have to be sexy, understanding your audience, means to getting recognized and lastly it WORKS.

Michael Constantine from Prime Focus showcased an entire case-study on their experience in shooting the movie, ‘Avatar’ which won them an Oscar this year. He stressed on the Power of 3D and how top notch directors like Jeffery Katzenberg (Dreamworks), Ridley Scott and James Cameron are currently planning many digital films.

Time Mellors of Grey Worldwide stressed that if an advertisement has to be successful, it has to engage the audience. Creative ideas must concentrate on striking a balance between three aspects – Engage the audience, showcase authenticity and making it memorable. Every famous piece of creativity has been authentic and hence memorable. Authenticity has not changed in 40 years and will never change.

Richard Pinder of Publicis believed and explained how digital is important and very relevant to India. Digital is not tiny in India, the mobile penetration and broadband access makes Indian consumers much larger in number than many countries. Contagious ideas that change the conversations. Digital is all set to will take off in India – It is here now and going to be around forever. He said, “We are reliving in a new world of digital, mobile and viral marketing. Next 5 years will revenues and usage of digital media double in the world.”

Goafest was flagged off earlier by Colvyn Harris, CEO JWT; Sam Balsara, Chairman Madison and Bhaskar Das of Times group making a spectacular appearance by driving a SUV from the sea.

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