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Tag: Laura Jordan Bambach

  • Kyoorius Designyatra kicks off with IAA Kyoorius Digiyatra, 2015

    Kyoorius Designyatra kicks off with IAA Kyoorius Digiyatra, 2015

    MUMBAI: Kyoorius Designyatra being held from 10th until 12th September, 2015 concluded the first day dedicated to digital – IAA Kyoorius Digiyatra, 2015.
     

    The third edition of IAA Kyoorius Digiyatra brought together some of the world’s most influential experts to showcase the future of digital and explore this year’s theme, ‘What pumps your heart’.

     
    As digital marketing has grown to be one of the most effective platforms to create brand awareness and brand engagement, this day dedicated to the digital age brought together industry stalwarts who participated in talks, workshops and breakout sessions.
     

    Moderated by Laura Jordan Bambach (Mr President) and Kevin Finn (TheSumOf), the day of talks explored the immense and untapped possibilities in the digital space, and many of the speakers touched on ways in which it can touch people’s lives and make them a little easier. Nick Law kicked off the day, explaining R/GA’s model of combining narratives with systematic thinking, or data and story to create impactful campaigns. Daan Lucas and Mike Pelletier (Random Studio) wowed the audience with beautiful imagery and installations created for brands that combine art, technology and design. Laura Jordan Bambach followed with her philosophy on how to keep work interesting rather than following the norms. She touched on Mr President’s take on social media through the Bacardi campaign.

     
    Satya Raghavan (YouTube) entertained audience’s post-lunch with his insights into what people are really watching online. In a special session called “What can digital do?”, Mukesh Jha and Janardan Prasad, co-founders of Autowale, showed us how an app can provide a sustainable income to rickshaw drivers. Nishant Patni, founder of CultureAlley talked about his app, Hello English, which is teaching millions of Indians how to speak English by localizing the experience for different languages and contexts. Lydia Winters from Mojang, makers of the incredibly successful game, Minecraft, talked about how the game is building communities online and effecting change in real life, through their collaboration with UN Habitat, Block by Block.
     

    John McHale took the audience through his journey from college football to band member to designer and the four pillars that keep him inspired.

     
    IAA Kyoorius Digiyatra will be followed by Kyoorius Designyatra from 11th and 12th September, 2015, which culminates with the 2015 Kyoorius Design Awards on the 12th evening.
     

    Rajesh Kejriwal, Founder CEO of Kyoorius, commented, “We had a packed house on the first day at IAA Kyoorius Digiyatra, both intellectually and at the conference. Delegates will hopefully leave today with many ideas and insights on how to make the most of digital, and one of the themes today was the need to humanize it and bring it into the physical world. I’m looking forward to the next two days ahead, with many more great ideas to come as we continue our 10th Anniversary festivities.”

  • Brands have to take a back seat and tell human interest stories

    Brands have to take a back seat and tell human interest stories

    MUMBAI: At a time when the world is moving towards the digital medium, can advertising be far behind?

     

    Indeed, the last couple of years have seen several brands and agencies falling back on this space to reach out to their consumers.

     

    D&AD’s CEO Tim Lindsay and president & Dare CD Laura Jordan Bambach who are in the country to address the forthcoming seminar (organised by Kyoorius) on Building Brands via Digital Media, shared some valuable insights on the subject with indiantelevision.com.

     

    On the fast blurring line between traditional and digital advertising in India, Tim quips: “Probably there are other markets which are further ahead when it comes to digital; and this is simply to do with the penetration of tablets, laptops and smart phones. Mobile is highly developed in this country and will only amplify. Therefore, digital advertising and marketing will develop in a separate way in India.”

     

    Still to recover from jet lag, Laura adds: “It is quite an exciting time and I can see the behaviour change and there is a more digital approach in various campaigns; which is more worldwide, but it is there here as well. The change in advertising message is becoming more purposeful.”

     

    Speaking about the trend of viral videos, Laura says they would work better if people had an interesting story to tell rather than the brand putting forth its message. “The brand has to take a back seat and tell a human interest story. Not all viral campaigns are good, there are many bad ones as well because they don’t tell you the story you want to hear,” she says, pointing out that videos which are entertaining, funny and have a human angle are likely to click with the viewers.

     

    Also the co-founder of SheSays, an international volunteer organisation encouraging women to take up digital creative careers, Laura feels things are changing now as more and more women are not only entering the field but also reaching high positions. “There are a quite a few women in the higher ranks and the things are looking up in India as well,” she says.

     

    Asked to point out the two important advertising trends of 2013, Tim talks about ads and campaigns having moved more towards story-telling apart from the increased engagement of people through branded content and added efforts by companies to take their CSR activities more seriously. He cites the example of Unilever’s latest Project Sunlight (Unilevers Project Sunlight promises a brighter future) . “In India, HUL’s Lifebuoy campaigns have been very successful. Be it the village one or the stamped rotis,” he says.

     

    In the coming year, Tim feels there will be more acquisitions including digital acquisitions of smaller agencies which will only serve to increase their credibility and sustainability.

    Both Tim and Laura feel that hereon, the digital space is only set for a further boom, with agencies milking the medium to reach out to as many people as possible.