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Tag: Goafest Committee

  • Goafest Committee announces first list of speakers

    MUMBAI: The Goafest Committee announced the first list of speakers for Goafest 2013. These include PepsiCo Beverages global head of digital Shiv Singh, Leo Burnett Worldwide chairman and director Thomas Bernardin, Leo Burnett Worldwide chief creative officer Mark Tutssel and Maxus Worldwide global planning director Nick Vale.

    Goafest 2013 will be held on 5th and 6th April and the Advertising Conclave is scheduled for 4th April. The event will be held at the Zuri White Sands in South Goa.

    Goafest 2013 Committee member M G Parameswaran said, “We have a great mix of over nine speakers this year covering creative, media, strategy, digital and even a couple from what could be called unrelated fields. Our effort is get the 3000+ participants of Goafest to listen to and interact with what the best the world has to offer. As in previous years we will have stimulating Q&A sessions chaired by senior marketing professionals, and may be even prizes for the best question in each session.”

    Goafest 2013 chairman Nakul Chopra said, “The speakers this year are some of the most sought-after names in the industry. Their experience and insights will set the stage for the very conversations we endeavour to ignite at Goafest.”

    Shiv is currently responsible for driving the business‘s foray into Real-Time Marketing and is hands on with brand Pepsi and portfolio wide digital media strategy, innovation, optimisation and measurement efforts. Prior to PepsiCo he worked at Razorfish Inc for over twelve years in its New York, London and San Francisco offices serving most recently as its vice president and global social media lead. He has worked with companies like Mercedez Benz, Philip Morris International, Citigroup, Microsoft, Victoria Secret and Ford Motor Company.

    Bernardin has been the chairman and director of Leo Burnett Company since April 2005. He has earlier served as chief executive officer, Lowe New York. Prior to the merger of Lowe New York and Bozell, two previously separate agencies within the Interpublic Group of Companies, Bozell served as president and chief executive officer of Bozell. Under his leadership, the agency grew at an unprecedented pace and the creative product reached new heights in 2002, when Bozell was named the third most creative agency in the world at Cannes.

    Tutssel has been named the No 1 worldwide creative director in the industry earning the title of top global creative crusader. He oversees the work of Leo Burnett Worldwide and its 96 global offices. Under his creative leadership, Leo Burnett has moved up to the 3rd most awarded network in the world and has more global offices contributing to its creative reputation than any other agency network. His work has garnered every major creative accolade, including the prestigious Cannes Grand Prix and 50 Cannes Lions.

    Vale leads the planning, takes overall responsibility for the strategic and creative product and is the architect of Maxus‘ positioning and approach globally. Before arriving at Maxus, Nick spent 6 years with MEC as Planning Partner leading their Global Solutions Planning division, he worked across the Global MEC client portfolio and built and delivered IMC consultancy projects worldwide. He has also worked at Starcom (leading Levi‘s and Nintendo) and ZenithOptimedia in both US and UK account director roles.

    The Goafest Committee also held roadshows in South Asian countries this year. Chopra said, “We recently had roadshows in Pakistan and Sri Lanka and the response has been very encouraging. We expect a handsome increase in number of delegates from these countries.”

    Marketing Wizards which was introduced last year is an initiative where each member of the Indian Society of Advertisers (ISA) can nominate up to four young professionals from their marketing teams under the age of 30 years to experience the highs and thrills of Goafest 2013 at a subsidised fee of Rs 6500+taxes. Goafest will also provide Marketing Wizards with two free nights stay in a five star Hotel in Goa, F&B, ground transportation and full access to the entire Goafest 2013.

    This is the 8th edition of the Goafest and the 6th consecutive year when AAAI and The Advertising Club will come together to deliver India‘s premier awards that celebrate creativity.

  • ‘The challenge in a high growth economy is shortage of talented, trained manpower’ : Arvind Sharma – Goafest Committee chairman and Leo Burnett chairman India sub-continent

    ‘The challenge in a high growth economy is shortage of talented, trained manpower’ : Arvind Sharma – Goafest Committee chairman and Leo Burnett chairman India sub-continent

    As the sun and sands of Goa beckon the Indian advertising, media and marketing community for the AAAI organized ad festival Goafest from 19 – 21 April, apart from the celebration that lies in its wake, the event seeks to address more critical issues faced by the industry. Amidst all the hectic last minute schedules, Goafest Committee chairman and Leo Burnett chairman India subcontinent Arvind Sharma very co-operatively took time out to share his perspective on the current standing of the Indian advertising community, the progression towards growth and expansion and the pitfalls that need to be resolved.

    In an exclusive tete-a-tete with Indiantelevision.com’s Renelle Snelleksz, Sharma highlights the point that the fundamental objective for the festival is “to provide a platform for conversations, debates, ideas and celebrations between the rock stars and the aspirants.”

    Excerpts:

    What are the key proponents that necessitate AAAI’s endeavor to capture an untapped area of the Indian advertising fraternity through Goafest?
    As a member of the executive committee of AAAI, it was early last year that we decided to host a National Ad Festival. National because we recognized that epicenters have a way of moving and so different advertising capitals keep springing up across the country. At one point Kolkata was at the helm but today Delhi is huge, only 20 per cent smaller than Mumbai. Therefore AAAI endeavors to promote advertising work from across the country.

    Secondly, there is a fundamental difference between a one off award function and a festival. The former is largely focused on the work of the individual but we chose to go with a festival because it allows an opportunity to display the work and think of ways in which it can be bettered. Unlike award shows, the festival has been designed to not focus on the ‘agency of the year’ concept which selects one winner and a dozen losers. As an industry that is growing at 20 per cent we would rather have 1,000 winners and our attempt is to encourage and nurture those winners.

    By design, there will be no agency of the year but instead a Grand Prix award to recognize work that represents excellence. This will help develop the industry more rapidly. The fundamental objective for the festival is that it aims to provide a platform for conversations, debate, ideas and celebration.

    What are the key differentiators for Goafest as a festival, as compared to existing one off award functions?
    This takes shape in four ways – Firstly, the work that has been entered is displayed so that delegates have the opportunity to make their own judgment on the entries that have won and those that have not. The festival also brings successful International speakers and local jury members as well as aspiring youngsters to exchange their thoughts and ideas.

    Secondly, there are a host of formal seminars and thirdly, apart from the exchange between the aspirants and the rocks stars, the festival brings 2,000 people from various locations, specialist fields intermingling and sharing their experiences.

    Lastly, it brings the rising stars from across India to Goa. As is known, all industry functions like these are expensive and only the senior executives get to go, which ultimately makes development of the industry slower because the exposure is less. Thus we have provided a special package for 800 under 30 year-olds.

    While Goafest is an event of celebration, what are the larger underlying industry issues that the event is looking to address? How can these be remedied?
    The challenge for the advertising industry in a high growth economy is the shortage of talented trained manpower and this will be the primary focus at the event.

    The Ad Conclave that precedes the festival will get 150 leaders of the industry and much like town hall sessions, will get them thinking together. On an every day basis, the nature of competition exists, but this is a platform where we can all put our heads together to finds ways to cope with the existing issues.

    At an individual level, there will be competition but we need to work collectively on this front. The gurus of today spent their first 10 years in a pre-television environment with DD as the only means of TV. Youngsters on the other hand, are acquainted with the growing multimedia environment, though they may not know the craft. It is fundamental for us to listen and learn from them just as much as they learn from us.

    The industry faces a shortage of talent. It is believed that AAAI plans to unveil an ad campaign that would lure youngsters towards the profession. Is that still on the cards?
    Yes, it is still very much on the cards and will follow closely after Goafest.

    What is the growth that the industry has seen over 2006?
    Various sectors have grown differently – The creative agencies have grown at 15-20 per cent, the marketing services at about 30 per cent and the specialist’s media agencies at 25 – 30 per cent. So overall, the industry has grown by 20 -25 per cent and from a global point of view India features in the top five advertising industries. Although our base may be small, our growth rate is impressive.
    ‘Creative agencies
    have grown
    15-20%, marketing services at about
    30% and the specialist’s media agencies
    at 25-30%‘

    In order to leap ahead in the next three to five years, as the Ad Conclave theme suggests, it would require the combined effort of the industry at large however; two mammoth agencies O&M and Lowe seem to stay aloof? What would be your advice to them?
    In any industry, one hopes for 100 per cent participation. But we have received enthusiastic support across centres and agencies. Sometimes people choose to wait and watch, but as and when they decide to join in we will welcome them. We will go forward with what we believe in, we will just have to give the others time.

    What is your opinion on a having a common Indian advertising body and a single credible award function, a proposition that many professionals have vouched for?
    Our belief is in an advertising festival and not just an award show that will include seminars and interactions. However, there will always be a second and third viewpoint.

    You mentioned earlier that an investment of Rs 50 million was being pumped into the event. You also have a big kitty of sponsors, what will be their contribution to making the event a success?
    Goafest is a non profit event and while no association has complete funding of its own, the whole industry has supported us directly through sponsorship money. We are extremely excited and grateful for their contribution.

    What are the logistics that have to be taken care of when planning an event on such a lavish scale? When did the planning commence and how long has it taken you to set up the agenda?
    The logistics are extensive as one has to get International speakers and coordinate dates that are convenient, to book hotel rooms and check availability. To accommodate and make arrangements for the 800 under 30 delegates as well as senior executives has been a real challenge. We started planning and preparation six month ago.

    With the inclusion of media awards and with a host of International experts and commentators – what are your expectations of the event this year?
    We are hoping to prove to ourselves and to the world that we are capable of hosting an advertising festival comparable to any in the world.

    What advice would you give to the 2,000 media, advertising and marketing professionals that are gearing up to come to Goafest this year?
    (Laughs) My only advice is to come and freely share your thoughts and ideas, as I believe this will finally help to catalyze the growth of the industry as a whole.