the new age planner
DESCRIPTION
The usual data analyser and brief writer is a transformed man now. Today his opinions are valuable not just for marketers but also for the creative folkTRANSCRIPT
editorial
5afaqs! Reporter, December 1-15, 2 0 1 1
Volume 2, Issue 23This fortnight...
For many years, advertising was considered a text-oriented medium where the copywriter would make a convincing pitch to persuade consumers. The art director, who was pretty much looked
down upon by the copy man, was supposed to work as per the writer’s brief.
In the ’60s, Bill Bernbach demolished the wall that existed between copywriters and art directors, when he put copywriter Julian Koenig and art director George Lois as a team at Doyle Dane Bernbach (DDB). The immediate result of this partnership was the Volkswagen’s Think Small campaign – one of the most iconic works in the history of advertising.
Fifty years later, this art-copy partnership seems to be losing its relevance in the current context.
The art-copy partnership worked quite well for print as well as the broadcast media. But, as media – social, interactive and integrated – developed, ad agencies worldwide started trying out new team combinations. Some examples: the creative paired with the technologist, creative with social media specialist or the copywriter working with the interactive designer.
In India, in the last few years, we have seen a new team, that of creative director and planner. Today, they bounce ideas to each other and create a campaign together - the planner is no longer just a data analyser or a writer of briefs.
The truth is that the planner is a transformed man now, and there are several reasons he has changed. The current issue explores those reasons.
While media fragmentation changed the planners in a big way, planning as a function has bifurcated into various streams, with clients wanting them to work closely with the creative. The official brief writer would often, turn out to be a critic of his own agency’s creative work in front of the client, which for obvious reasons did not go down well with his creative colleagues. Realising the point of pain between the two departments, clients began to ask for a combined meeting, which eventually brought the two closer together.
32
Defining MoMentsBhaskar Das
yahoo! inDia New Tube 16
CongressVote Catching 17
Birla CeMents Parrot Power 18
goDrej Adding Sheen 47
Chronicles of a 32-year-long journey at BCCL.
TheNew AgePlANNer
34
national Creative DireCtorsThe GlutWhy agencies now have as many as three NCDs.
14
ProfileMark SeddonThe new Saatchi & Saatchi CEO on his India outing.
44
The role of the account planner has been transformed over the past few years. This is a cooler creature.
December 1-15, 2011 `100Volume 2, Issue 23
EDITOR Sreekant Khandekar
PUBLISHER Prasanna Singh
ExEcUTIVE EDITOR Prajjal Saha
SENIOR LAYOUT ARTISTVinay Dominic
LOGISTIcSRajesh Kanwal
ADVERTISING ENQUIRIESNeha Arora, (0120) 4077866, 4077837
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Printed, published, and owned by Prasanna Singh, Publisher,
at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar,
New Delhi-110 063.
Printed at Cirrus Graphics Private LimitedB-62/14, Naraina Industrial Area,
Phase II, New Delhi – 110028.
cover Illustration Gogol
by invitationJohn MerakovskyCracking the mobile advertising code.
PovGoing Pan-IndiaCan regional English dailies make an impact in the national market?
28indigoHigh AltitudeThe low-cost airline’s new Broadway inspired TVC.
Tata Tea tries to strengthen its connect with housewives.
24bonzai.mobiSmart Selection
P L U S
ComsCore NRI Netizens 22
hindi serials Perception Problem 40
mts Wooing Women 43
vodafone Red Goes Blue 45
star news A Winning Formula 50
bosCh Gateway to India 53
2216
tata teaStrong Brew
52contents
A new software to ensure ads appear only on news media websites.
Prajjal [email protected]