Indian media, marketing and advertising professionals got together at The Advertising Club’s maiden edition of D-CODE: The Annual Digital Review 2018. The panel asked its members to share an example of their own work, one work they admire and 3 learnings they would want to share with the audience.
With a galaxy of the who’s who of the media, advertising and digital industries in attendance, the debut edition of D-CODE had a flying start.
On the stage were Ajit Mohan- CEO, Hotstar, Anupriya Acharya- CEO Publicis Media, Anuradha Aggarwal- CMO, Marico, Arun Iyer- Chairman & CCO, Lowe Lintas, Juhi Kalia- Head of India & Anthology APAC for Creative Shop, Facebook, Rahul Johri- CEO, BCCI, Mohit Kapoor- VP Advertising, Reliance JIO, Sam Singh- CEO- South Asia, GroupM, Sapna Chadha- Head of Marketing, India and SEA, Google, Siddharth Banerjee- EVP, Marketing, Vodafone and Tanmay Bhat- Co-Founder, AIB.
The five key learnings that the advertising, digital and marketing mavens agreed upon were:
1) Digital is a medium that everyone is experimenting with and no one exactly knows how to ‘crack-it’. The need of the hour is to approach it with an open mind, keep experimenting and learning from one’s own and each other’s strategies.
2) Digital as a medium does not exist in a silo. All that media needs are great ideas, beautiful craft and creative people who can utilize the right tools to gain success.
3) One needs to invest in the right marketing technology, tools, talent and partnerships.
4) To execute successful digital campaigns, one needs to fully leverage digital signals, customize messaging, employ data and have performance oriented goals.
5) Partnerships are critical in making digital campaigns effective. Scale for both a campaign and digital as a medium of marketing can be amplified when the power of partnerships is harnessed.