I think that's what I'm saying and I'm saying this everywhere and everywhere that please understand that the consumer has changed and let's not even try and debate on that that the consumer has changed completely.
Three takeaways worth carrying forward.
- 01
If I don't have an insight I only have data then I'm just going to do something which is very data driven which is not going to help because I will not be able to engage with the consumer.
- 02
I think the big, big, big change which we must grab it and I'm sure people are grabbing it but they're not really pushing themselves is that the consumer has changed.
- 03
Now when we go back to the drawing board let's forget let's start re-looking at the consumer and like I said destroy all the myths that we knew about this consumer.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT830 words
The consumer has changed and let's not even try and debate on that that the consumer has changed completely. The way they're consuming the world of media has changed completely. So we've seen a lot of changes at your group in the last one year. We've seen leadership positions being changed, new structure coming into place, you're acquiring a lot of agencies. What do we expect in the next few months? I think the next few months you will see some more newer acquisitions coming in
place in newer forms of expertise that we want to sharpen our overall group skill. So that's one for sure that there will be some more acquisitions which will help us. The second changes that we are hoping and expecting is that a much more larger and a stronger integrated culture that we are forming which is called the Havas village way of working which is a very unique way of working which is where all the divisions and companies seamlessly work together, sit together and a universal culture happens which is so called the Havas group or the
Havas village culture. Sir, you've been in media and entertainment industry for a very long time. So how have you seen the industry evolving? I think the big, big, big change which we must grab it and I'm sure people are grabbing it but they're not really pushing themselves is that the consumer has changed. Completely. A complete change in consumer means it is alarming, shocking while it is exciting but this is a different consumer and the different why their mediums have changed. I have not seen this kind of
change that's happened in let's say I would say the last two or three years not more also. You know you have Amazon in, you have you know people like Netflix and you have OTT platforms, social media is going through the roof. So looking at all this what do you like how do you see the future of advertising? So I think it's going to become like I said I think it's good, bad, ugly. You will have to you know you will have to read data and the strong aspect that's going to start coming out is insight.
So it's no more going to be trend or anything. I think it's going to become very strongly insight driven to understand that what is a particular let's say even if I don't call it a group of people but what if I let's say if I say a college graduate if I had to use a term like that and not say that 18 to 22 which were the earlier terms we used to say. What's the insight? What is driving him? What does he want to do? Does he want to travel? So if I gather the insight and I get data which I will always have
I will have a story. If I don't have an insight I only have data then I'm just going to do something which is very data driven which is not going to help because I will not be able to engage with the consumer. But insights are going to get stronger insights are going to be absolutely lethal and then when I get the data I will have some story which that consumer will tell hey how did he know about this bit about me so well and how did he also know that this is what I'm consuming. So the data marries the insight and you
have a story and I will know where to get him then whether it's a Facebook or whether it's a OTT platform. So as an industry leader what is the kind of a piece of advice that you would want to give to the young advertising and marketing professional? I think that's what I'm saying and I'm saying this everywhere and everywhere that please understand that the consumer has changed and let's not even try and debate on that that the consumer has changed completely. The way they're consuming the
world of media has changed completely. There's nothing to feel sorry or feel angry about you know. Let's accept it this is the new world this is how the world will be and in fact the world will change furthermore. Right. So let's first accept the fact that the consumer has changed and this is the world. Now when we go back to the drawing board let's forget let's start re-looking at the consumer and like I said destroy all the myths that we knew about this consumer. Start it again. Start it from the new data that's
available and then start understanding what is the insight that is coming out.