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.