Campaign India Team
Dec 17, 2019

'Love the way Spotify is using data': Tonic Worldwide's Chetan Asher

A series to end the decade - part fifteen

Chetan Asher
Chetan Asher
Campaign India's countdown to the end of the decade will feature leading names from the marketing and communications fraternity. We ask senior executives from the advertising, marketing and media fraternity about the last 10 years and the year to come.
 
Here's what Chetan Asher, co-founder and CEO, Tonic Worldwide, had to say: 
 
One piece of work in the last decade that you wish you had created/worked on. Why? 
 
Love the way Spotify is using data to create an end of year property. There are two parts to it: a marketing campaign, which involves a number of humorous billboards looking back on yearly music trends and featuring funny user playlists; and an individual engagement, in which Spotify subscribers receive their personalised listening data from the past eleven months. This is not just a creative use of data, but also data is used to create a one on one engagement with each user. Would have loved to be a part of it.    

 

If hindsight is 20/20, what is the one thing that you could have done differently in the last decade?
 
Applying product design approach to solve marketing problems. Bringing design thinking talent onboard would have helped us fine tune this approach.
 
One skill that you would want to pick up in 2020 and why?
 
In an age of information overload, one skill I want to pick up and learn meditation. I want to be able to switch off and focus.
 
Also read:
 
 

 

 

Source:
Campaign India

Related Articles

Just Published

7 hours ago

Kalyan Jewellers, Sony Pictures Network to air ...

The film has been directed virtually by Prasoon Pandey and Amitabh Bachchan

2 days ago

Cannes Lions 2020 cancelled: Indian adland reacts

Some believe learnings will be missed while some call for work to be celebrated with an online event

2 days ago

Cannes Lions not to be held in 2020

Festival scheduled to return in June 2021

2 days ago

Weekend Wrap: 3 April 2020

In the news: ASCI, Media Mantra, Ogilvy, The BlueBeans, Ventes Avenues