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Clubroom

Secrets of brave leadership

The Marketing Society's India hub launched the first event of their Brave Series on 8 March, also International Women’s Day. A gathering of 17 marketers huddled together to hear the secrets behind brave leadership and what could have been better than hearing the voices of brave women?  While bravery means different things to different people, we believe that bravery makes us better as individuals, as leaders and as an industry. It pushes us to challenge our thinking, to seek out creative solutions and recognise the humanity in our industry.  Virginia Sharma of LinkedIn, Kanika Mittal of Twitter and Sunita GR of Facebook were our panel for the evening and hosting the conservation was Eika Chaturvedi Banerjee, CEO Future Learning. Each of the stories were reflective of a tough challenge and the journey they had both as a marketer and as an individual. Here are my key takeaways from the evening: Kanika
Clubroom

Siddharth Banerjee Q&A

We caught up with the EVP Marketing at Vodafone and Society India board member, Siddharth Banerjee What’s your golden rule? 'Fortune favours the brave. Also, 'luck favours the prepared mind'. Who has been your biggest influence? Business leaders in my formative years at Unilever What is your most hated business expression? 'Going forward'. Why would you go anywhere else? How can marketers be braver? Take a stand and solve big problems.  What’s the biggest risk you’ve taken in your career? I have made the choice to take diverse roles – local / regional / global / category / strategy / p&l – very stretching but has added tremendously to life & work experiences.
Cinema

3 ads: Giannella & Oliveira

Brazilian duo Caio Giannella and Diego de Oliveira have been a creative team since 2006 when they were hired to help build a new digital department at Africa in São Paulo. At the end of 2008, they moved to BBH London to work with clients such as Axe, Johnnie Walker, Barclays, and Vodafone. After three years at Mother London, they joined AMV BBDO as board creative directors in 2015. They are responsible for writing award-winning work such as IKEA "Beds", Bodyform "Blood" and Axe "Apollo".  The pair have won 12 Cannes Lions, 13 D&AD Pencils and 7 British Arrows.  Caio & Diego’s choices Folha de S. Paulo "Hitler" This 1988 ad for Brazilian newspaper, Folha de São Paulo,  is one of the most awarded films by Washington Olivetto, including a Gold Lion win at Cannes. It ends with the tag: "It's possible to tell a lot of lies by telling the truth. You have to be careful with the information in the newspaper that you receive. Folha de S. Paulo, the newspaper that is most bought and never sold."
Clubroom

Overheard: Vice dinner

Clients are still briefing agencies, asking for “viral videos”. Also, clients still believe digital means cheap/free. Meanwhile, desperate inventory owners are crashing CPMs, further compounding the problem. Most of today’s digital influencers don’t have any credibility or heft, they just have a faux metric of followers. The Sarpanch (village chieftain) was the original influencer, by virtue of their position as the leader of the community. Content doesn’t necessarily have to be digital. A book put out by a brand, that predisposes prospects and clients favourably towards it, is also good content. An installation outside the airport can also count as content, again, if it gets prospects thinking about the brand while they wait interminably in terminal 2. Google Maps’ City Guides is a great example of content that echoes the brand promise, nay it actually extends the product delivery.
Gym

The new marketing paradigm

One of the most famous (or, perhaps, notorious) quotes in the history of marketing is the assertion by Lord Leverhulme (founder of Unilever) that he knew that half of the money he spent on advertising was wasted – but that he didn’t know which half. Perhaps, if Lord Leverhulme had had access to the most recent understanding of how our brains work, he might have been a little less puzzled. Daniel Kahneman’s 2002 Nobel Prize-winning research showed that most decisions – including nearly all brand choice decisions – are made by our subconscious brains (he called this the brain’s ‘System 1’). Kahneman also showed how decisions are driven predominantly by emotional factors – not the rational, evaluatory processes that the business world often assumes its customers use.

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Editor's choice

Invisibility of queer women in advertising

Why is it that marketers find it so hard to recognise and embrace the nuances of gay women? Reassuringly, today there are some queer female faces visible in mainstream media - Rita Ora, St Vincent, Cara Delevingne, Kristen Stewart, Miley Cyrus... But interestingly, these women still look, to varying degrees, ‘feminine’' writes Forever Beta's Olivia Stancombe.

Opinion

Behavioural Science 2019: the past, present and future

'In the last decade, behavioural science has, without question, become mainstream. It’s now over sixteen years since Daniel Kahneman won the Nobel Prize for Economics in 2002 for his work with Amos Tversky founding and developing the field of behavioural science.' By Crawford Hollingworth and Liz Barker of The Behavioural Architects.

Think

10 things we learned from Debbie Hewitt MBE

'Many of us in our careers will have presented to a board, been grilled by some seriously fierce people and in some cases, we may get to be that director delivering the heat. Very few of us will have a career like Debbie Hewitt, a successful CEO turned “plural” non-exec Director and board chair.' Insight by Marketing Society's Alex Ricketts.

Insight