Marketing: The Future is Technology
exchange4media Conclave 2014 brings together global leaders Tim Andree, John Sheehy, Michael Wall, Mike Cooper, Vikram Sakhuja, Vishnu Mohan and Geetu Verma to forecast future marketing trends in Mumbai on September 30 By Team IMPACT Perhaps nothing else has transformed businesses and marketing strategies like technology in the last two decades. The incessant tread of technological innovations has resulted in a colossal shift in marketers' approach towards adopting a culture of confluence and the mounting challenges for agencies are re-inventing the old communications model and re-framing old methods of story-telling through the lens of technology in the vibrant social media landscape. The exchange4media Conclave 2014 centres around the theme ‘Marketing: The Future Is Technology.’ Befitting the theme, exchange4media has brought together the most respected minds of media and marketing from across the globe. These distinguished thought leaders have propagated forward-facing change through technology in ground-breaking ways in their respective spheres through insight as well as foresight. The stellar line-up of speakers include Tim Andree, Executive Chairman, Dentsu Aegis Network & Executive Vice President, Member of The Board, Dentsu Inc, who will be the Keynote Speaker this year; Geetu Verma, Executive Director, Foods & Refreshment, Hindustan Unilever, John Sheehy, President, Global Operations, Starcom Mediavest, Michael Wall, Global CEO, Lowe & Partners, Mike Cooper, Worldwide CEO, PHD, Vikram Sakhuja, Global CEO, Maxus and Vishnu Mohan, CEO, APAC Havas Media. The Conclave has been widely recognized as a national forum that aims to bring industry stakeholders – corporates, media service brands and media owners – on the same platform to discuss the changing global communication industry, with specific focus on India. Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot India is of the opinion that it is always a welcome idea to talk about the future and when many points of view come on board it helps the fence-sitters to make up their minds. “There hasn’t been happy bonding between creative & digital but there has been a bit of maturity seen in both parties in the last two years. When it comes to digital, people who know the medium inside-out will be a far more practical choice. Though ideas will be the core of our business, it's very important to understand a medium to maximize it,” remarked Padhi. In context of this year’s theme which will raise the question of the confluence of creativity and technology, K V Sridhar, Chief Creative Officer, SapientNitro said, “Creativity and technology are two sides of the same coin. One cannot exist without the other. Technology-driven collaborations are the future of communication. The Conclave theme is extremely relevant technology is indeed the future of marketing, there is no other way.” George further remarked on the happy marriage of the big idea & technology and said, “Social media has and will continue to change the narrative of brands. Most brands will need to get more conversational and this has an implication not just on content but on the tone it adopts too. Agencies are realizing the need to think 'engagement' and 'involvement' a lot more today. Too much has been made out in painting out offline media and online media as two completely different worlds. More and more clients and agencies are acknowledging the primacy of the idea and the role of storytelling in both cases. Most creative people have already gone personally digital via social media and mobile telephony is doing an incredible job in hastening this convergence.” The Conclave is all set to forecast global marketing trends driven by technology on September 30, 2014 at Trident, BKC, Mumbai.
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