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Thursday, Oct 21, 2021
Outlook.com

'India Is The Market'

Brendan Ryan can't understand the concept of 'respect'—why people fall silent when he enters a room. Though chairman and CEO of America's largest (the world's seventh largest) advertising agency, the $7-billion Foote, Cone & Belding (FCB), the denim-

'India Is The Market'
'India Is The Market'
outlookindia.com
-0001-11-30T00:00:00+05:53
FCB claims its corporate philosophy to be "creative intensity in every area with no room for mediocrity." What does that translate into?

It translates into effective advertising. Unfortunately, a lot of advertising work may be good but not effective. Effective work is that which prompts the customer to see the ad, hear what it says, actually change something in his mind and make the product purchase. Very few ads manage to do that. The key lies in that simple, commonsense insight into the consumer's mind and behaviour. Add to that the creative spark, and the magic of advertising rolls.

Most foreign agencies can't resist the temptation of using ads developed in the West across the world, often with mixed results. Do you propose to be any different?

Products and brands do have common attributes throughout the world. Besides, global advertising makes for cost-efficiencies and high production values in that the technology, film crew, creative team and the director of the film are as best as they come. But that doesn't mean that the same commercial can be run...

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