O&M’s Iqbal Mohammed, Saurabh Sharma win at the Atticus Awards

Mohammed has won the Atticus Award for his article, ‘The Elongating Tail of Brand Communication’, and Sharma has won an Atticus Certificate of Merit for his paper, ‘New Routes from Old Routes’

O&M India has won two recognitions this year at the WPP Group’s Atticus Awards, given to honour original published thinking in communications services.

Iqbal Mohammed, creative planner, O&M Bangalore, has won the Atticus Award in the Branding and Identity category for his article titled ‘The Elongating Tail of Brand Communication’. The article extends the Long Tail theory of brand building put forward by Chris Anderson, editor-in-chief, ‘Wired Magazine’.

Iqbal Mohammed

The thesis argues that digital technologies aren’t just offering more media choices but are changing the very fundamentals of businesses. The paper uses Long Tail economics to create a vision of the future for brands and provides the logical and economic groundwork for such a scenario.

Saurabh Sharma, planning director, O&M Mumbai, (along with Kunal Sinha, executive director, O&M Discovery, Greater China, and Jane Ling, planning director, O&M Shanghai) has won the Atticus Certificate of Merit in the Market Research and Insight category for his paper titled ‘New Routes from Old Routes’.

Saurabh Sharma

The article is a comparative and qualitative assessment of the contemporary middle class in India and China with the aim of identifying key influences that determine consumption habits of the two largest clusters of consumers in the world. The study also builds differential influence models for both countries and indicates the possible implications for marketers with respect to marketing communications.

The Atticus Awards are open only to the professionals of the WPP Group. The judging panel comprises highly experienced professionals from the global marketing fraternity. The award had more than 300 entries from across the world.

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