GoaFest 2008: Ad Conclave to precede main event

By , agencyfaqs!, Mumbai | In Advertising | March 31, 2008
The conclave will be called Show Me the Money Value, as the topic this year deals with nailing the true value of the advertising industry

The Advertising & #BANNER1 & # Agencies Association of India (AAAI) has organised Show Me the Money Value, an advertising conclave that will precede Goafest 2008. The conclave will take place at The Leela, Goa, on April 3.

This year, the topic of the conclave, according to the AAAI, is something that drives the industry - nailing the true value of the advertising industry. The discussions will aim at evaluating the difference between the industry merely existing and actually thriving.

The conclave attempts to ascertain the value of the advertising industry by putting a worth on the utility that advertisers get from using the services of creative agencies, media agencies and media owners.

First on the dais will be D Shivkumar, chief executive officer, Nokia, who will offer his take on what value advertisers expect from their creative and media agencies, as well as media owners. Next, Lalit Modi, commisioner and CEO, IPL, will talk on Creating a Billion $ IPL Value Proposition. Santosh Desai of Future Brands will moderate a panel featuring Gopal Vittal (Airtel), R Balakrishnan (Lowe), Sameer Nair (NDTV Imagine) and Vikram Sakhuja (GroupM) on what value each member of the value chain brings and whether this value is acknowledged.

Next will be the ever popular client versus creative debate, with Harit Nagpal of Vodafone battling it out with V Shantakumar of Saatchi & Saatchi. Following that will be a panel discussion moderated by Shashi Sinha of Lodestar Universal on the topic, Why Advertisers and Ad Agencies Value Delivery Options Differently. The panellists include Hemant Malik of ITC and R Gowthaman of MindShare. Lastly, Pramath Sinha (9.9 Media) will speak to Nasscom members Saurabh Shrivastav and Kiran Karnik and WPP's Ranjan Kapur on what the role of an industry body should be in creating value for the ad industry.

On April 4, ahead of the GoaFest, will be the first meeting of the AAAI-IBF (Indian Broadcasting Federation) joint working committee. In 2001, an agreement had been formed between the two bodies to tackle issues faced by them. Around three years ago, talks were on to revive this agreement, and after several discussions, the agreement has finally fructified. In this first committee meeting, issues peculiar to both the AAAI and the IBF will be discussed.

Commenting on this, Jawahar Goel, president, IBF, says, "The joint working committee of the two bodies has helped streamline procedures, resolve disputes and improve billing and collection practices in the past." The renewed agreement between the two bodies has been made to tackle the rapidly changing environment in the advertising and media space. The revised agreement is valid till March 31, 2010.

Adding to that, Madhukar Kamath, president, AAAI, says that the agreement is likely to have a progressive influence on areas such as negotiation, campaign planning, compensation, credit period and monitoring systems, amongst other things.