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Sir Martin Sorrell : India has best talent in Advertising and Marketing

Adam Ostrow, chief strategy officer at Mashable, said the popular social media site has found that it gets accessed by more than 5,000 different types of devices today, and any content featured on it has to compete with thousands of pieces of video, including those of celebrities, friends and families of consumers. Naturally, this makes it extremely competitive.

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Delegates attend a session at Zee Melt 2015 festival on Friday
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Sir Martin Sorrell, founder-CEO of WPP, the world's largest advertising and marketing services company, believes that India has the best talent in the world in A&M. And this, along with the ability to create all kinds of content and manage a profusion of data, will be the key differentiators for success among marketers. That's high praise indeed, coming from Sorrell, who was the keynote speaker at Zee Mindspace which was held as part of Zee Melt 2015 festival of creativity on Friday. And also a slightly different take on things, since most of the second day (of the two-day meet) was consumed with the idea of creating for, and in, a digital age.

At the Zee Mindspace sessions, Tom Goodwin, 'futurologist' and senior VP for strategy and innovation at Havas Media, was concerned that today there are screens everywhere – from TVs to mobiles to wall-to-wall, interactive ones at retail outlets. "So one has to be careful to create content that will stand out on all kinds of screens, whether small and intimate (like on a phone or a watch dial), or a billboard-sized offering."

Adam Ostrow, chief strategy officer at Mashable, said the popular social media site has found that it gets accessed by more than 5,000 different types of devices today, and any content featured on it has to compete with thousands of pieces of video, including those of celebrities, friends and families of consumers. Naturally, this makes it extremely competitive.

Huib van Bockel, marketing and social media expert at The Social Brand, said with the presence of multiple screens the war for grabbing customers' eyeballs is heating up. "There will be a whole new generation that won't know the concept of TV ads," he said, adding agencies will have to keep them in mind as they produce content.

It's not just the creation of it. Parminder Singh, MD for South East Asia, India and MENA, at Twitter feels the very rules of customer engagement have changed. He discussed the brands that have got it right on this count, and how they have managed to do so. On a related note, Jason Harrison, worldwide CEO at Gain Theory, talked about what keeps marketers awake at night (Being overwhelmed by data, trying to keep things simple in a world where jargon and terminology rule and trying to manage the need for faster and smarter insights, among others). The insomnia is understandable. As Tomi Ahonen, consultant and author of 12 books on mobile technology, said, an average person looks at his/her mobile as many as 221 times a day. So if brands don't create content that sticks, it's all too easy for consumers to move on to the next thing.

Day 2 of Zee Melt 2015 saw a special session hosted by the Broadcast Audience Research Council and a variety of sessions by creative, marketing and technology gurus. For instance, Ayappa KM of Early Man Film brought out an interesting thought during the Making the Cut - Ad Learnings seminar when he said that advertisements for a product like Dairy Milk ought to have more of an emotional connect to it rather than fancy technicality. This session brought together award-winning filmmakers Ayappa KM, Vinil Mathew and Vishwesh Krishnamoorthy who each shared key insights into what creates an effective ad that lasts in the minds of the viewer. They also reiterated the importance of a good script, cinematography, sound and editing.

Behind the seen a seminar on digital entertainment and experiential marketing saw experts who have produced stellar work with the power of simple ideas talk about the importance of innovation, technology, the digital revolution and the end consumer. Girish Raj of OML wowed the audience with the idea that brought together the NH7 Weekender.

Rajesh Thomas and Vidya Sharma brought the audience to a gasp with their demonstration of the wonders of stop motion. Shubhradeep Guha of SapientNitro delved into some key thoughts of what the ideal agency of the future should be like, while Saket Saurabh and Ankit Vengurlekar of newly developed live video app #fame talked about the development of branded content and the rise of the digital entertainment space on India.

In arrangement with MxMIndia.com

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