The good reasons and the real reasons: The game of being human

A lot of enquiry into people’s consumption decisions stops at their top of the mind answers such as ‘it’s convenient to use’, lasts long or tastes good. However, all of us experience products and services at a level much deeper than what these responses suggest. The stark difference in the following answers as to why a woman changed her make-up product paints a vivid picture.

The good reason: “Well, my old eye shadow was getting used up, and I was tired of it. I guess I just wanted a change of pace. This brand’s colors looked nice and I know they make good quality products.”

The real reason: “I guess it sounds silly, but there’s something kind of exciting about buying a new eye shadow. I open up the case and it’s like there in those four little squares of color is the possibility of a whole new me.” The ‘cultural code’ of make-up products is ‘transformation and self-renewal’.

That’s when we start realizing how some products and services mean something so important to us. Insurance could mean a sense of stability, peace of mind and duty to the family. Nike on the other hand brought that inspiration to change and better ourselves. Having borne our sense of duty for so long, some of us revel in the ‘fresh air’ that MTV, Sprite and often Pepsi managed to bring.

scan0017 American bestseller, ‘The Culture Code’ is precisely a book on such deeper levels of motivation behind our consumption decisions. It has a lucid, easy to read, story-like way of taking us through such a profound subject. Several ‘Fortune 500’ companies have benefited from his perspective in connecting with their stake-holders at towards an enduring bond. Even if you aren’t directly into sales or marketing, the book is an interesting and useful read for that deeper level of bonding that you may wish to achieve with whoever is important in your scheme of things. Through several small real-life accounts, the book tells the most interesting story of all, the story of ‘real life’.

- Vidyadhar Wabgaonkar

The New Age Ad Exec

In 2013, a conversation between an adman and his co-passenger in an airplane (with due apologies to David Ogilvy) could go like this:

So you are in advertising? It must be fun writing those ads.
No, we don’t write ads any more. That’s so ‘90s. We create content. We develop ideas that could be put to use in films, mobiles, video games, outdoor, blogs, promotions, events…
Wow! You dream up all the ideas?
No, we have content creators for that. They are experts in executing media-neutral ideas – anything that makes our brands sell. Some of these blokes are just 3 years old in the business but are already on the Cannes Jury.
So you do the research and figure out what to say?
No, our Strategic Planners do that. They are the catalysts for insights and make sense of data. Paradigm shift used to be their favourite phrase.
You must be in media then?
No, we have Experience Architects for that. They ensure that our consumers experience the brand with maximum impact across media. We got to know the team members recently.
I am sorry, but what do you do? Are you in management?
I am a newly evolved species. I used to be called an AE. The multi-tasking consumer, who has the attention span of a goldfish made life difficult for all of us. And we figured that a big chunk of the client’s budget was being spent outside the agency. I had to change. And oh, I am not in management, but soon will be.

Agencies are either reinventing or claiming to reinvent themselves of late. Specialist media agencies are offering creative services; some agencies are doing away with the Servicing function and others are buying out specialists in digital and events. The mantra seems to be specialist services and pardon the cliché, total solutions. In this scenario what happens to generalists like AE’s; those that grew up to become Profit Centre Heads and the rest of the agency?

David Ogilvy advised in his book: ‘set yourself to becoming the best-informed person in the agency on the account’. The legendary Fairfax Cone applied his study of literature, history, sports, film, art, archaeology and politics to advertising. One of the forgotten tenets of a good Account Management person is this old-fashioned ‘product knowledge’. Given the rise of specialists and lack of training, it has made the executive excel largely in operations and orchestration. Very few of the Account Management people immerse themselves into the client’s category and its consumers. In these days of high churn, how much can a servicing person imbibe about the category in 1.5 years? And in those years, training would have been on-the-job rather than through any structured sessions.

The seniors that I have had the chance to work with are equipped to contribute to all aspects of the business – beyond their domain. They naturally earn the client’s respect. But the juniors rarely get a chance to know more than the next quarter’s advertising campaign. The industry must figure out a way to make our frontline employees more well rounded in all aspects of communication. This may sound obvious, but getting back to basics and learning our business in its entirety will be the key to the survival of the Account Management function. And imagine the pressure when one has to keep pace with the ever-changing new media and its consumption by consumers. The Account Head will be a quasi-planner with more time to think on the brand than chasing operations stuff - there is likely to be a BPO-type backroom setup for that.

The new age ad execs, be it in Content Creation or any other area, need to keep pace with technology and its impact on consumers. One may be planning a nice web banner campaign in say, a popular blog in the category. But if the blog has millions of RSS feed subscribers and if the ads don’t appear there what is the use of banner? I am being simplistic, but you get the drift (and I could bet that many may not know what an RSS feed is). The beginning has already been made - creative heads today oversee the content across TV, digital and event. While their role has not changed in 50 years, the volume & breadth of work that they will have to oversee will only increase.

How will agencies facilitate better communication between the specialists? At DraftFCB+Ulka, we are implementing a process called The Wheel, which attempts to bring together the various specialists onto the same (round) table. Business Builder, Content Creator, Insight Catalyst, Data Strategist and Experience Architects may sound like mere fancy titles but are a good starting point to redefine our roles. Efforts like these should go a long way in democratizing ideas. As Crispin Porter + Bogusky state, the ‘best idea is the boss’. Ideas that deliver a new kind of ROI for the agencies: Return on Ideas.

- Lakshmipathy Bhat

What they don’t teach you at Biz School

mba_books.jpg Kiron is a vivacious girl from a good family. She is articulate, hard working and even well mannered. She fared well in her MBA class. Yet when it comes to eating, Kiron can’t control her hand. She agrees that exercise will do her a lot of good, but exercise never got beyond minor training in dance. She can’t get married because her plump figure can get her only the boys who do not fit her notions of a good match. Her vivacious nature pulls her to chit-chat with people every few minutes even on the day when she has work that would benefit from quiet concentration.

Aniket is a quiet, soft, meditative MBA boy who clearly comes across as one of the brightest in his batch on one to one exposure. However, his shyness shows up in his subdued presentations. He often carries his meditative mood into social interactions and doesn’t manage to light up the eyes of the girls he likes.

Anamika stood in the top few (!) in her MBA batch. She is introverted and writes very well. However, seniors keep feeling that quantum of her output is a far cry from her true potential. She is easy to get hurt and disappointments, embarrassing hurting incidences from the past, keep dancing in her mind as she sits to work. They tire, make her sour from deep inside. Actually she hasn’t had any difficult childhood or family life.

Anamika works on any project right from its minute details upwards without any clear picture of where all that would end up to. Often, a lot of her work on several of the details, does not contribute to the end result.

Kiron, Aniket and Anamika are no ordinary people. MBAs from good schools, they are engaged in consultancy (!) type of work in a reputed multinational! Their schools equipped them with a whole lot of functional knowledge. However, ‘brain management’ was never taught, let alone practiced!

Way back, Gandhiji had discovered a fundamental truth. He said everything is created twice, first in the mind and then in the real world. A leading cricketer once said that the game of cricket is nothing but psychological. It is the mind that propels everything that we do. Naturally, the one who has learnt to manage his mind better is more effective in the world.

Managing the mind for not only increased and incremental effectiveness, but even for magic like results was discovered, practiced, written about and taught by Milton Erickson, John Grinder, Richard Bandler and others. Their writings come under names such as NLP, Time-line Therapy and Hypnosis.

mind_management_img.jpgFor example, when any stimulus is unchanging, our nerves become used to it and even stop sending its signals to the brain. This was necessary in evolution. Otherwise, we would have remained consciously aware of our bodies in the sleep, or while sitting to think meditatively or for that matter in the middle of any activity that requires complete absorption. To keep a feeling alive, we have to keep circulating the same inside us. That’s why some people say things like ‘anger entered my head’ or ‘his heart was saddened more and more as he thought of the incident’. With just a little practice, we can become aware of the loop like path that some of the prominent feelings follow in our body. Aniket in the example above will benefit if kindles an upbeat mood by remembering even a small success he may have had in this area in the past and then spinning the emotion faster and faster. He can then stay as effective on his table as he is and soon thereafter be as ready for lively social interactions as he would like.

You can easily think of situations where you will benefit tremendously by getting the mind deeper into tranquility, romance, ‘a go getter mood’ or even anger, if required. All this is similar to the process that a well working couple soon learns. Each knows the triggers (anchors) that put the partner in the right state of arousal and each allows the feeling to circulate faster and faster thus reaching new heights of that feeling.

As we grow up, we all learn to respond to stimuli with pre-determined responses. Sometimes, the responses become ‘automatic’. For example, we become angered by bad names. However, some of the conditioning can be unproductive. One or two bad experiences in the past start triggering fear of public speaking in the minds several people. Actually, an infant has very few fears. Most of them are learnt as we grow. Anamika in the example above needs to unlearn the response of hurt to every criticism. She needs to dissociate her self esteem, self worth and good moods from external praise or criticism. Further, a small procedure in NLP will help her in removing the entire sting in unpleasant memories. Depleted of their sting, those memories will stop their usual dance in her mind when she sits down to concentrate.

Studies have revealed that only about 20% of the Americans thought top-down or in other words achieved clarity in the overall large picture before getting down to details. They were also the ones who made it more easily to senior positions. 60% did some bottoms-up and some top-down thinking. The rest 20% primarily thought of details every time they confronted a situation. These people had problems managing deadlines and giving out enough output.

Once your meta-program or an overall subconscious way of thinking is understood, you have the choice to change it. Michael Hall and Bob Bodenhamer have detailed 51 such content free filters in their book ‘Figuring Out People’. An instruction in ‘Brain Management’ is helping Anamika in acquiring a more productive meta-program.

The eating disorder of Kiron and her weak resolve to exercise have their own remedies in these disciplines. In fact, our unconscious mind is readily processing 2 million bits of information every second. It filters, summarizes and offers only 134 bits to the conscious mind every second. Its ‘always on’, ‘acutely sensitive’ nature is easily evident from the experience that if somebody utters your name even softly in a crowded party room, your head will turn even if you were in the middle of some other conversation. You can decide consciously to go to a particular place. However, you won’t ever reach that place without your unconscious mind very easily adjusting muscular tensions and bodyweight for optimal movement. Language is a wonderful example of a skill that we learn consciously, but practice enough to make it an unconscious process. Otherwise, just imagine the inconvenience of consciously locating every letter, every word and their required arrangement right in the middle of a communication process. It is the unconscious mind that hastens the heartbeats as you walk faster. For that matter it is controlling every single body process of every single cell.

The most magical and sweeping results of ‘body-mind management’, ‘brain management’ come about by establishing communication with the unconscious. Kiron will benefit tremendously if she can do that. Analogously, so will thousands of corporate managers who suffer from blood pressure, acidity, ulcerous tendency on account of ‘fear of failure’ and ‘stress’.

Management schools are doing a great job of handing over ‘gate pass’ to aspiring young boys and girls for their entry into the corporate world. However, as yet, they are leaving the job of ‘honing up body-mind’ for maximum effectiveness to the youngsters themselves.

Magic has happened once. The young India has thrown away psychological bounds and barriers that had proliferated unchecked. Today, we have a never before ‘josh’ in us. It is a spirit that has blossomed without destroying the rock-bed of our core values. In fact, it is well founded on them. I am hopeful that if we rediscover several of these mind-management principles that we had ourselves given to the world in the ancient times, we won’t just surprise the world. We will stun it!

Being Digital

Ad Age, the most respected of advertising journals that comes out every week, has only two special issues, where all the whole issue is dedicated to one topic. One is the year end special lists and one more in Jan on Agency Review.

This March they have made an exception to dedicate one whole issue to the Digital Age. The issue speaks of the best digital marketer [Unilever], best digital agency, digital brain etc. Numerous cases, articles, examples tell us how the world of Digital advertising is changing. One big question posed is that : Is Digital really a medium?

The fact Ad Age made an exception to dedicate a full issue to Digital is itself a landmark. Almost as big, well not as big, as Fortune abandoning the Fortune 500 Mfrs and Fortune 500 Service companies listings, and making it one big Fortune 500 list.

We in India do think that the digital revolution is a long long way off. Our bandwidth is poor. Few people blog. No one reads. Etc. But all this will change fast.

For example have you noticed how fast surfing speed has become at Nirmal.

What is also of concern is that a lot of our consumers may be way ahead of us in the way we use multi-media devices. For example in the just concluded Xeta Shoot Out Contest, the winners were two kids who had used a Cybershot [still] camera; not even a handy cam. But their idea did stand out and won them an Xeta.

Are we in danger of losing the plot, by not being Digital enough? By the way who wrote the book Being Digital?

- Ambi Parameswaran

Scam ads: a debate

The debate on scam ad rages on. Here is an extremely well-written and brilliantly argued piece of writing on scam ads by Suman Srivastava, CEO of EuroRSCG. We will not be able to capture the power of the argument fully here, but the gist of Suman’s argument is this: we celebrate creativity & skill that are not put to practice in everyday life (e.g. Fashion Shows, F1 racing). So why can’t we ‘celebrate’ scam ads in creative awards?

Suman says ‘Creative awards are meant to recognize work that has pushed the boundaries of communication. Effectiveness awards recognize work that has pushed sales or other results for the client.’ No issues. On creative awards the argument is that ‘creative awards should be looking for unique insights, creative expressions and execution techniques. These insights, expressions and techniques could be demonstrated in the form of scam ads. That’s fine. What is important is their brilliance, their creativity’.

Hmmm, iffy. If our business is about making a difference to our client’s business through ideas, can we delink that aspect completely from awards that celebrate our ideas? If our only currency is ideas, can those ideas be independent of business constraints and complexities that are a part of our everyday life? Don’t constraints bring out the best in us? Biomat, a laundry detergent from P&G had to address the orthodox Jews who simply shun TV. This forced them to think out of the proverbial box and it won them a Cannes couple of years ago. There are many such examples.

If scam ads are legitimized and we celebrate ‘unfettered ideation’, it may occupy more mind space than what it already does among the creative folks. A number of young copywriters who come up with brilliant ideas on brands or categories we don’t work on.  It’s a way of showing how creative they are. But one would start worrying if it becomes an unhealthy obsession. We are paid (poorly, some may say) to think about our client’s brand and deliver ideas that work. Scam ads are a ‘high’ already but if it occupies my creative team’s mind space no more than what is absolutely necessary, it would be acause for worry. Legitimizing scam ads may lead us into this path. 

What do you think? Send us your views.