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Spikes Asia: On challenges of marketing to rural consumers
Leveraging mobile effectively to market to rural consumers has always been a challenge for brands because although the medium offers the ability to target large number of consumers in a relatively short span of time, it also brings along with it logistical and cost challenges.
The Formula For Success
All large agencies make a list of possible targets. Even as recent as 10 years ago, newspapers were not on the ‘must win’ category list in India. Most newspapers continued to create their communication in-house. After all, they had designers and they knew what they wanted to say, so where was the need for an advertising agency?
Digital Media Awards jury unveiled
Media has announced its line-up of judges for the 2009 Digital Media Awards, held in Beijing on 16 November.Led by chairman and Cannes Grand Prix winner Chris Baylis (pictured) of Tribal DDB Amsterdam, 28 judges from across the region will assess the top digital marketing and communications campaigns.Campaigns will be awarded according to outstanding creativity and effectiveness.The 2009 judges are:
Media TV: Andrew Robertson on effectiveness
Andrew Robertson, president and CEO of BBDO Worldwide, speaks to Media TV about the challenges of making creativity effective.It takes a lot of work to measure effectiveness, you’ve got to put the time and effort and resource into building the models that are necessary to isolate the affects of individual investments in media and individual messages that makes up your campaigns, says Robertson.
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