MAM
Any agency can think of an idea, but very few can execute that idea.
GOA: “This is the time for renaissance in advertising because of the availability of technology”, asserted Isobar global CEO Jean Lin, while shedding light on how the backbone of ideas without limits is the importance of innovation.
Quoting Alibaba’s success story, she mentioned that creativity is the key to make everything successful. “In the digital age it’s about delivering ideas without limit. The key point behind innovation is that the idea actually exists, we have to just innovate.”
She further outlined that according to a PWC research in 2013, companies that look to innovate grew faster by 60 per cent, compared to the 20 per cent growth of companies that were taking on each other. The rate of change of society is a function of the age at which youth were introduced to the dominant technology of the time.
Lin explained how Alibaba.com had launched a singles day sale in 2015 which got it sales worth $ 14.3 billion on that day. With 69 per cent of the sale from mobile devices, shoppers from 200 countries participated and 16,000 international brands were bought. “People from all over the globe can buy online. India is one of the highest border-less buyers worldwide. Now clients don’t have to look at other brands within their geography, they need to compete with prices even in other countries.”
She also presented the example of Disneyland’s investment in the magical wrist band which worked well for the company as well as helped the travellers to track ticket, hotel room key and for getting reservations in hotels.
The next thing that she spoke about was programmatic videos. She cited the example of how Unilever used this in technology where it showed 100,000 different videos for different people for a deodorant brand. “Even for programmatic video, content is required. It will take different thinking though. It gives viewers higher satisfaction. Technology helps, but it takes a creative to think of creativity in a different way”.
The case studies of how Pinterest came up with its predictive shopping and how Youtube provides 100 per cent shoppable videos were also briefly discussed by Lin. “Ideas without limits is when YouTube and Pinterest take e-commerce seriously and MasterCard introduces the concept of Pay by selfies,” she added.
Going further, she divided ideas into two types:
Ideas that reimagine the last mile
With an array of examples like UMood, Coca-Cola, etc, Lin pointed out that an idea should be limited only be for an ad campaign.
Ideas that invent and reinvent
“Innovation comes from an idea that already exists”, voiced Lin. She used examples of Sky Tip, GM Co-driver, Fiat, etc.
She emphasized on the new role of agencies which is not only about creatively solving problems. “Any agency can think of an idea, but very few can execute that idea. That’s a key to win. We need to grow with clients. This will come when tangible results are seen. When you think of ideas without limit, it can happen.”
MAM
Dish TV shareholders approve three independent directors
99.49 per cent vote of confidence strengthens board as company expands into connected TV, e-commerce and OTT.
MUMBAI: Dish TV has just been served a near-perfect vote of confidence and the shareholders have dished it out in style. Shareholders of the DTH operator have approved the appointment of three new Independent Directors with an overwhelming 99.49 per cent approval. The three appointees are Mr Arun Kumar Kapoor, Ms Heena Naishadh Bhatt and Mr Ashok Anant Paranjpe.
The strong mandate reflects continued investor faith in the company’s strategy, disciplined execution and long-term value creation. It comes as Dish TV focuses on stabilising its core DTH business while actively scaling new verticals connected TV platform VZY, B2B e-commerce ShopZop, and OTT service Watcho to build a more diversified and resilient growth trajectory.
Dish TV India Limited, CEO & executive director Manoj Dhobhal said, “We are encouraged by the shareholders’ approval of the appointment of the Independent Directors and sincerely thank them for their continued trust and confidence. The Board is already benefiting from the Directors’ collective experience, which will further sharpen strategic focus and support disciplined execution.”
With a fresh, strengthened board in place, Dish TV is well positioned to navigate the evolving media landscape. In a sector where every percentage point matters, a 99.49 per cent thumbs-up is the kind of ringing endorsement that suggests the company’s recipe for the future is already tasting right.
