MAN VS MA­CHINE IN THE AD IN­DUS­TRY: WHERE PROGRAMMATIC ME­DIA BUY­ING & SELL­ING STANDS

Impact - - CONTENTS -

This week, IM­PACT has a model on the cover! For our cover story on whether au­to­ma­tion in the me­dia buy­ing and sell­ing func­tions will take away a plan­ner’s job, we have the face of M A Parthasarathy aka Maps, Chief Prod­uct Of­fi­cer of Mind­share, dig­i­tally al­tered to cre­ate our cover graphic! Thanks are in or­der to Maps, who sport­ingly agreed to our request and posed for the cover im­age. He has also given us valuable in­puts for the story, that says the fu­ture of the in­dus­try is not just about Man vs Ma­chine, i.e, the prospect of programmatic ad­ver­tis­ing en­tirely tak­ing over the me­dia plan­ner’s job. It is more about the plan­ner evolv­ing with time and mak­ing best use of the al­go­rithms and AI to make cam­paigns smarter and more ef­fi­cient. Turn the pages to read more. *** Ja­panese multi­na­tional elec­tron­ics cor­po­ra­tion Pana­sonic is launch­ing a range of new prod­ucts and a brand new vi­sion as it nears its cen­te­nary next year. The brand is also look­ing to trans­form its im­agery and adopt­ing a bold ap­proach. Up­ping its glam­our quo­tient, it has signed on ac­tors Taapsee Pannu and Varun Dhawan as brand am­bas­sadors and even tied up with the duo’s up­com­ing movie Judwa 2. Sarthak Seth, Head, Brand & Mar­ket­ing Com­mu­ni­ca­tions, Pana­sonic In­dia talks to us about the brand’s jour­ney from neg­li­gi­ble mar­ket- share in cer­tain cat­e­gories a decade ago to an im­pres­sive growth over the past few years, while show­ing ag­gres­sion in the smart-phone mar­ket. *** In our Un­wind sec­tion this week, Ashish Bhasin, Chair­man & CEO, South Asia Dentsu Aegis Net­work, jogs his mem­ory to re­count a fam­ily hol­i­day in the African forests, where in the vicin­ity of the Rwan­daCongo border, he had the ex­tra­or­di­nary ex­pe­ri­ence of meet­ing and be­friend­ing a fam­ily of gorillas. *** Onto our Hap­pen­ings sec­tion, and we take you be­hind the scenes to the jury meet of the ex­change4­me­dia Group’s Me­dia Ace Awards, chaired by Hemant Ma­lik of ITC. (Watch out for the win­ners in our next is­sue.) We also bring you happy im­ages from the party thrown by out­go­ing Au­dit Bureau of Cir­cu­la­tions (ABC) Chair­man, I Venkat for Print in­dus­try stake­hold­ers and friends in Mum­bai, as well as the un­veil­ing and award func­tion of WPP’s BrandZ Top 50 Most Valuable Brands in In­dia.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.