Great content makes a brand meaningful: Maria Garrido
By Amaan Kazmi - November 21, 2017
Havas Group's Global Chief Insights and Analytics Officer Maria Garrido spoke at ‘The Meaningful Brands MasterClass’ organised by the group in Mumbai to get under the skin of brands that have succeeded in being meaningful to their consumers and understand what they do right
Advertisement is like sharpening the blunt edges of consumer thoughts, views, ideas, messages, themes and making it into a needle, one such unique needle, which when pricked does not burst but inflates the balloons of one’s wishes, hopes, demands and desires. The creative rendition in the form of advertisement is the line of communication between a consumer and a brand. Hence, to boost a brand image the communication must be ‘meaningful’. Espousing on the same thought, a conference was held on November 16 at the Trident hotel in Mumbai by Havas, a leading advertising and communication group.
Havas Group's Global Chief Insights and Analytics Officer Maria Garrido, said at the event that Indian consumers expect much more from the brands apart from functional attributes. She also said that the tech brands have moved forward in the race. Shuffling through the slides of the presentation, Maria said, “Great content makes a brand meaningful. More than half of the content in the form of advertisements fail to deliver the output presumed by the brands. Content always does not mean entertainment. It can have various forms like a test drive, customer support and every other thing which makes up for the content from a consumer’s perspective. Keeping in mind that the countries interpret the term ‘meaningful’ as per their cultural inclinations, the content should be helping, inspiring, educating, informing, entertaining and rewarding making the lives of consumers better, happier and more fulfilling.”
Earlier, Nirmalya Sen, CEO, Havas India provided a brief about the event. Vishnu Mohan, CEO of Havas Group for India & South East Asia region presented the facts like Universal Music holds 45% of artistic rights around the world, Gameloft is the world’s largest mobile game producing company, Dailymotion is one of the biggest video-sharing platforms in the world. All these companies are the part of the Vivendi SA firm.
Next in line, Anita Nayyar, CEO of Havas Media Group for India & South Asia region quickly spoke about the accomplishments of the advertising firm Havas and the purpose of the gathering.