The Reception

3350 MEMBERS GLOBALLY

Must see

Clubroom

Secrets of brave leadership

The Marketing Society's India hub launched the first event of their Brave Series on 8 March, also International Women’s Day. A gathering of 17 marketers huddled together to hear the secrets behind brave leadership and what could have been better than hearing the voices of brave women?  While bravery means different things to different people, we believe that bravery makes us better as individuals, as leaders and as an industry. It pushes us to challenge our thinking, to seek out creative solutions and recognise the humanity in our industry.  Virginia Sharma of LinkedIn, Kanika Mittal of Twitter and Sunita GR of Facebook were our panel for the evening and hosting the conservation was Eika Chaturvedi Banerjee, CEO Future Learning. Each of the stories were reflective of a tough challenge and the journey they had both as a marketer and as an individual. Here are my key takeaways from the evening: Kanika
Clubroom

Siddharth Banerjee Q&A

We caught up with the EVP Marketing at Vodafone and Society India board member, Siddharth Banerjee What’s your golden rule? 'Fortune favours the brave. Also, 'luck favours the prepared mind'. Who has been your biggest influence? Business leaders in my formative years at Unilever What is your most hated business expression? 'Going forward'. Why would you go anywhere else? How can marketers be braver? Take a stand and solve big problems.  What’s the biggest risk you’ve taken in your career? I have made the choice to take diverse roles – local / regional / global / category / strategy / p&l – very stretching but has added tremendously to life & work experiences.
Cinema

3 ads: Giannella & Oliveira

Brazilian duo Caio Giannella and Diego de Oliveira have been a creative team since 2006 when they were hired to help build a new digital department at Africa in São Paulo. At the end of 2008, they moved to BBH London to work with clients such as Axe, Johnnie Walker, Barclays, and Vodafone. After three years at Mother London, they joined AMV BBDO as board creative directors in 2015. They are responsible for writing award-winning work such as IKEA "Beds", Bodyform "Blood" and Axe "Apollo".  The pair have won 12 Cannes Lions, 13 D&AD Pencils and 7 British Arrows.  Caio & Diego’s choices Folha de S. Paulo "Hitler" This 1988 ad for Brazilian newspaper, Folha de São Paulo,  is one of the most awarded films by Washington Olivetto, including a Gold Lion win at Cannes. It ends with the tag: "It's possible to tell a lot of lies by telling the truth. You have to be careful with the information in the newspaper that you receive. Folha de S. Paulo, the newspaper that is most bought and never sold."
Clubroom

Overheard: Vice dinner

Clients are still briefing agencies, asking for “viral videos”. Also, clients still believe digital means cheap/free. Meanwhile, desperate inventory owners are crashing CPMs, further compounding the problem. Most of today’s digital influencers don’t have any credibility or heft, they just have a faux metric of followers. The Sarpanch (village chieftain) was the original influencer, by virtue of their position as the leader of the community. Content doesn’t necessarily have to be digital. A book put out by a brand, that predisposes prospects and clients favourably towards it, is also good content. An installation outside the airport can also count as content, again, if it gets prospects thinking about the brand while they wait interminably in terminal 2. Google Maps’ City Guides is a great example of content that echoes the brand promise, nay it actually extends the product delivery.
Gym

The new marketing paradigm

One of the most famous (or, perhaps, notorious) quotes in the history of marketing is the assertion by Lord Leverhulme (founder of Unilever) that he knew that half of the money he spent on advertising was wasted – but that he didn’t know which half. Perhaps, if Lord Leverhulme had had access to the most recent understanding of how our brains work, he might have been a little less puzzled. Daniel Kahneman’s 2002 Nobel Prize-winning research showed that most decisions – including nearly all brand choice decisions – are made by our subconscious brains (he called this the brain’s ‘System 1’). Kahneman also showed how decisions are driven predominantly by emotional factors – not the rational, evaluatory processes that the business world often assumes its customers use.

Upcoming Events

Events

Join us for a relaxed, candid conversation between two of our industry's fi
Events

Join us for the chance to uncover personal and human stories of leadership
Events

Join us as we launch our new series of Brand Conversations

Editor's choice

Dear male allies. By Elle Graham-Dixon.

A memo to the many wonderful male allies supporting us on International Women’s day. Thank you for your support. It can be hard to speak out about feminism as a man. Hard, in particular to feel as though you have the right. So sometimes you may accidentally say things that don’t help because, well, no one is perfect. Because I know you truly care, I hope that you’ll appreciate some gentle feedback.

Blog

IWD 2019: thoughts from the women in our network

This year, to celebrate International Women's Day 2019, we went to our network to ask them one question: Two years on from #metoo, and with recent reports showing the significant gender pay gap, what do you think we can do as an industry and individuals to move the conversation forward and make change quicker?

Opinion

Imposter syndrome and how to deal with it

Congratulations!  You've just been promoted / picked up an award / won a big pitch but instead of giving yourself a well deserved pat on the back, you cannot shake the creeping fear that Toto is going to pull back the curtain and expose you for what you really are…a fraud - and sooner or later everyone’s going to find out, writes Tanya Livesy.

Think piece