Siddhangana Karmakar, Associate Account Director – Digital, Hanmer MSL
Some say that Goa Fest should be renamed to Beer Fest. However, I was determined to look beyond the ‘festivities’ that come with advertising and creativity festivals. Here is a short snippet of the key standouts from this year’s event.
Goa Fest consists of two interesting parts: the seminars and the awards ceremony. The Seminars directly disseminate knowledge and the awards give you an opportunity to view the best work in the industry.
Goa Fest’s 2012 seminars lined up foreign speakers such as Jonathan Mildenhall, Coca Cola VP, Global Advertising Strategy and Content Excellence; Lucas Watson, Youtube Global VP, Erik Vervroegen, International Creative Director of Publicis Worldwide & Rishad Tobaccowalla Chief Strategy and Innovation Officer, Vivaki and the Indian guru – Gerson da Cunha, prominent thinker in ad world.
Even though the overall theme was “Let’s talk Magic,” the sessions focused heavily on digital and social media.
Jonathan Mildenhall emphasized that ‘Content is King’ and took the audience through Coca Cola’s Content Strategy known as the Content 2020.
Coca Cola enables brand enthusiasts and fans to own the brand i.e. the Liquid Approach to content. The brand hands over the conversation completely to the fans and evolves through these consumer driven content.
Lucas from YouTube solved the mystery of many marketers by answering the inevitable question of “How to create viral videos.” The answer he gave: You cannot really strategize for a viral video. What you can do is really understand your brand and your target group well and create videos worth watching and ease out the ability to share such videos.
While Erik Vervroegen & Gerson Da Cunha took the audience through some of the most innovative ads created in the industry, Rishad Tobaccowalla defined creativity as the ability to “Connect dots in new ways that resonate”. The dots symbolize sound, picture, word & video which when gelled well with participation, mobile and apis (connectivity) lead to the best examples in creativity. Check out Lynx Stream:
and Mercedes Tweet Race:
All in all, no matter how much beer flows at Goa Fest it remains the event which puts current marketing into perspective by rewarding the past and discussing the present and the future. I truly believe all marketers need to experience it at least once in their life!