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Business coach Mike Jay integrates values to track buying motives
MUMBAI: The business leadership coach Mike Jay on 1 March in a workshop organised by the Ad Club addressed advertising professionals on the importance of values while communicating a message to their TG.
Jay demonstrated how to identify values as buying motives and thereby combine and predict consumers buying behaviour. He stated that values dictated what people pay attention to, what resources they will use to get what they want and how they will buy and when.
Citing International and Indian examples, Jay applied a principle titled ValuSync to principles of advertising and displayed how his methods can be applied to real markets.
Some key points made by Jay were the fact that everyone of us have a desire profile and are multifaceted in our desire profiles. People behave to express their values and values in turn are motives. So, the emphasis was to understand people’s values and in turn get a grip on consumer motives.
Analysing the Aquafina poster ad, Jay pointed out that although the ad was trying to look very upmarket and was playing on ‘status’, the message was confused as it also was offering some free with the product. Another example was Carlton London which is an elite show store which has a tag line called ‘ An open invitation to style your feet’ and just below that was 50 per cent off. Here again, there seems to be conflicting values with one targeting high society and the other degrading that exclusivity.
He stated dimensionalising one’s copy in terms of the content and the context was crucial. Motives are like investments and can be instrumented just like a musical score so as to product effect.
He concluded the session by saying just like identifying demographics and psychographics, valuegraphics ( a word coined by him) is essential to track to map buying behaviour. Further, mapping the territory and creating alignment will help enhance one’s understanding of consumers and in turn create more impactful advertising.
Mike R Jay is a former athlete and a decorated US Marine.
The ‘Master Brands’ chosen by the consumers were as follows. A business coach and consultant over 35 years, he founded the global virtual foundation of the Leadership University which focusses on the leadership development system.
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WPP appoints Kyoko Matsushita as APAC CEO of WPP Creative
Former Japan CEO and Essence Global leader takes regional helm.
MUMBAI: Kyoko Matsushita just went from running Japan to captaining the entire APAC creative fleet because when you’ve already conquered one island nation, the next logical step is to steer a whole continent. WPP has appointed Kyoko Matsushita as APAC CEO of WPP Creative, effective immediately. She succeeds her previous role as CEO of WPP Japan, which she held since April 2022.
Matsushita brings a formidable track record in global media and creative leadership. Before joining WPP Japan, she served as Global CEO of Essence Global, having first joined the agency in 2014 as its inaugural APAC CEO. She was later promoted to global chief client officer, where she oversaw client services, satisfaction, and both organic and new business growth. Her earlier career includes senior roles at Sony, Electronic Arts and Gree UK, as well as a stint at Leo Burnett. She holds a master’s degree from the London School of Economics and Political Science.
Announcing the move on Linkedin, Matsushita described APAC as “a hotbed of creativity and potential” and expressed her excitement about working with teams across the region “to reimagine client growth” and “collaborate, learn, and co-create the future of creativity.”
The appointment strengthens WPP’s creative leadership in one of the world’s fastest-evolving markets, where Matsushita’s blend of regional expertise, global perspective and client-focused innovation is expected to drive the next phase of growth for WPP Creative across APAC.
In an industry where creativity knows no borders, WPP has chosen a leader who has already built bridges from Tokyo to London and back tasked with turning the entire Asia-Pacific region into one seamless canvas of ideas.
