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