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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.
Gym

Glass half empty?

“We can’t win the Le Mans 24-hour race because we don’t have the fastest car on the track.”   “We can’t recruit any more firefighters because we don’t have enough budget available.”   “We can’t sell our brand to younger consumers because it is perceived as old-fashioned.”   ‘Can’t because’ is the death knell of creative thinking. It sucks all the oxygen out of the room. It saps energy and replaces optimism and hope with pessimism and light despair. This atmosphere of doom and gloom is only worsened when this negative turn of phrase is accompanied by equally negative body language.

Upcoming Events

Events

Join us for a chat with Just Eat's newly appointed chief customer officer.
Events

A whisky evening with Edrington-Beam Suntory UK
Events

with Carat on Credibility in the digital age.

Editor's choice

Accepting neurodiversity requires great generosity

'Perhaps you are sitting at your desk with a strong cup of tea, you’ve finally found 5 minutes for yourself. A moment to reflect and think about the office environment and the team’s neurological differences,' writes Tribal Worldwide's Jade Tomlin.

Reflection

Use direct response copywriting to start selling more stuff, now

Having just read a book on how to improve your persuasive copywriting skills, I’m now supposed to write an entertaining, informative review that will have all you Marketing Society members clicking through to read it. No pressure then? Giles Lury reviews Glenn Fisher's new book.

Book club

Convenience v security: why no one should have to put their keys in the freezer!

'Are we jeopardising our personal security just to make our lives more convenient? I recently had my car stolen by someone who was seemingly able to hack their way into it.' A cautionary tale from Your Favourite Story's Rachel Faber.

Opinion