Raahil Chopra
Apr 20, 2012

Goafest 2012: Jayant Murty on 'building brands in an era of multiple degrees of freedom'

Murty is director of strategy, media and integrated marketing, Asia Pacific Region, Intel Corp

Goafest 2012: Jayant Murty on 'building brands in an era of multiple degrees of freedom'

In his session titled, "Building brands in an era of multiple degrees of freedom", Jayant Murty, director of strategy, media and integrated marketing, Asia Pacific Region, Intel Corp spoke about how people want real information and how brands should make themselves useful rather than aspirational.

He said that 360 is dead and brands could launch using any medium, given all the possible options. He said that campaigns don't have an ending point, as the campaign lives on.
 
He said, "Brands are making bold moves. Nike dropped 55 percent of their TVC budgets in order to engage with 30+ national teams, 50+ club sides and more than 200 athletes. He also cited the example of Skittles, who dropped 100 percent of their TVC budgets to use the money for other mediums."
 
He also spoke about Zappos and how they changed the rule of the game. "Zappos spend most of their advertising budgets on consumer experience. If you needed something and Zappos didn't have it, they would recommend a competitor."
 
He also said that the internet changes everything and spoke about how consumers get their news through different mediums. One example he gave was how CNN's Piers Morgan consumed Twitter. He said, "Twitter has become my primary source, but when I know something it makes me turn on a television set."
 
He also spoke about how Josh Bell gets paid more than $ 1000 a minute to play the violin, but when he played at a metro station part of an initiative launched by the Washington Post, he got only three onlookers in 45 minutes. That showed how many we are missing.
Source:
Campaign India

Related Articles

Just Published

5 minutes ago

Golden Awards of Montreux 2021: Five wins for India

Viacom18, MTV, Chrome Pictures LLP and Miami Design School among winners

1 hour ago

GroupM’s Junaid Hakim joins Brandie as national ...

Headed the media mandate for Dell in previous job

4 hours ago

Zee files FIR, to track numbers circulating pirated ...

The FIR was registered in Mumbai on 17 May

4 hours ago

Cannes Lions under fire for lack of diversity

Abraham Abbi Asefaw, ousted dean of the Roger Hatchuel Academy learning program at Cannes, decries the decision to leave the program's leadership devoid of people of colour