Bangladesh carving its name boldly on the global map
Bangladesh Brand Forum in association with Cannes Lions launches today the Communication Summit 2011 at Westin Dhaka. Global and local advertising professionals will come up with insightful lectures on effective communications strategies, marketing dynamics and brand evolution at the summit. Star Business sits with Allein G Moore, a founder of Creative Circle Singapore, and Manfred Abraham, head of Brand Strategy of Interbrand Global, UK, in exclusive interviews. Both Moore and Abraham are now in Dhaka to attend the summit. We also bring out a write-up by Nirvik Singh, chairman and CEO of Grey Asia Pacific, on this occasion.
Right things are happening in the right direction: I am excited to get the opportunity to meet some of the world renowned communication experts at the Communication Summit, 2011 in Dhaka this week.
The Communication Summit that has been arranged by Bangladesh Brand Forum (BBF) will facilitate world class exposure for the local communication professionals. Notably, this summit is an initiative of BBF in association with Cannes Lions, the world's largest advertising festival. The summit will also showcase the best creative work of Cannes Festival 2011. I highly appreciate the intuitive that is going to offer the industry to mature rapidly.
Evolution of Grey Worldwide:
Though evolution has touched us immensely, we have kept our head high in the water successfully. I think it is only because of the two words, famously effective. Everything that Grey does is judged against those two words. Is this work going to be famous? And will it be effective? Grey has lately made huge strides in the digital world. It puts a great deal of effort in improving creative reputation and on strategic planning.
The business is still essentially about consumer insight and understanding the consumer. There are new challenges in the new world order, but I think being passionate and being curious is and will remain the main thing to remain ahead.
Facing a grim economy:
Asia came out of the recession faster and better than most people expected. There are some big economies here with very strong domestic consumption. And therefore the advertising industry is experiencing a bounce back.
Changes that are happening:
Communication professionals are experiencing changes in terms of 'how communication happens and works'. The biggest change is that for the first time, the consumer has a lot of power. Today, one can communicate with consumers in real time, and it's a two-way conversation. It's an opportunity to listen to the consumers. As the consumers seek more knowledge, they go to the internet.
Bangladesh's advertising industry:
I am quite confident about the local industry. Bangladesh's advertising industry has made huge progress during the last four to five years. A lot of their works are now getting to be truly world class. But the biggest thing I have noticed is a resurgence of strong local sentiment, which is fantastic. Gone are the days when one would just copy an ad from somewhere else.
On tourism:
We would term our work on Bangladesh tourism as just the beginning. Let me refer to the 'Incredible India' campaign. These kinds of campaigns should be carried out consistently.
In the coming years:
We are already the number one advertising agency in this country. At Adfest last year, we were awarded as number one. Grey Bangladesh has set a very high benchmark, not just for themselves but for everybody else in the Asia Pacific. And of course, Grey Bangladesh wants to evolve continuously, to make it stronger and bigger. But it also needs to get far more into the new media spaces, and that's where the captains of the ship will be taking it to in the near future.
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