Promax BDA Conference: Commercials And New Media

…the Day One coverage of Promax BDA continues. By our Mumbai contributor Prashant Sethi.

PHILIP DUPEE, Love Productions, London
(Dupee is a commercials director and a BAFTA winner)
To start with, everybody thought that the newspapers were going to be killed by the television and similarly television spots would be doomed with the introduction of PVR (personal video recording) but we have seen that newspapers are adapting and growing strong and there is a definite growth of television advertising viewing in London. Far from being a threat to television, broadband provides a new platform for content.
People have to understand that technology takes a long time to trickle down to the masses and the acceptance of technology as it evolves by a few cannot be taken as a trend. Technology has grown leaps and bounds, for example, we now have cameras that provide a direct output on the laptop, completely avoiding film roles.
These days advertising budgets are divided between traditional advertisements and the new media. Clients have the option of using other media platforms to showcase their products and this is a smarter choice as products can be advertised in accordance to the target audience lifestyle preferences, which was not possible with traditional platforms.
We are in an environment of change but advertisements are not on a decline. We need to be more creative to make the working environment more global.

MITCH Mc MANUS, Creative Director, Firecracker Films
When they zig, you zag. That is his short message: If you do what everyone is doing, you are not going to be noticed — be different. In fact, do the opposite of what everyone is doing. There is no formula just strategy. -

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