The Core Report #472 Relating to the Consumer at the Right Data Point with Amitesh Rao
In this edition of The Core Report, financial journalist Govindraj Ethiraj is joined by Amitesh Rao, CEO at Leo Burnett South Asia. They discuss the current state of advertising - how data affects creativity and ideation, the limitations of influencer marketing, premiumisation in India and how that affects the approach to ad campaigns, how story and myth still play a part in communication, the demands of India's growing affluent class and much more.
(00:00) Introduction: Setting the Stage for Marketing Evolution
(01:45) The Digital Disruption in Marketing
(06:25) Consumer Behavior and the Emotional Connect
(09:40) The Changing Role of the Marketing Mix
(13:12) Measuring Marketing Effectiveness in the Digital Age
(15:47) Lessons from Global Case Studies
(18:35) Leveraging Data for Brand Storytelling
(22:10) Evolving Consumer Expectations in the Auto Industry
(25:56) Navigating Growth in ICE vs. EV Markets
(27:36) The Transition from Tech Fascination to Human-Centric Design
(27:59) AI Without the Hype: Transforming Creativity and Productivity
(31:14) Value vs Price: The Modern Consumer’s Mindset
(33:28) Premiumization in India: Unlocking Affluence
(33:43) Sustainability and Consumer Willingness
(35:14) The Convenience Economy: Paying for Ease
(35:44) Looking Ahead: The Intersection of Tech, Insights, and Creativity
(36:00) The Power of Simple Innovation: A Global Case Study
(37:59) Conclusion: Making an Impact Through Creativity and Insight
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