?Let great ideas lead our advertising strategy. Break the bureaucracy of idea transfer to deliver better ideas faster,? said Tim Love, vice-chairman of the Omnicom Group, one of the leading advertising groups in the world, while speaking at the Goafest Advertising Conclave 2012 held in Goa.

?Today the consumer is our client ? not the other way around. Our advertising industry today exists in the idea exchange between people, corporations, brands and nation,? Love said at the conclave, whose theme was ?Ideas that impact the full circle?.

Jean-Yves Naouri, chief operating officer of Publicis Group, a leading global advertising group, said that social media marketing has changed the rules of the game in the global ad industry.

?We need to create brands that blend into people?s lives and experiences. Consumer engagement plays a vital role in building consumer brands and other brands too,? Naouri said.

Citing the success of leading social media sites such as Facebook, Twitter and LinkedIn, among others, Naouri said, ?Integrate rational ideas with emotional quotient on the internet. What really works well today is one-to-one communications.?

?This year, it will be an advertising festival for all in South Asia involved in creating ideas? said Goafest Committee chairman Arvind Sharma. For the first time, the festival, whose tag line is ?Let?s talk magic?, is inviting countries across South Asia ? including Pakistan, Bangladesh, Sri Lanka and Nepal ? as delegates.

Award entrants at the fest is organised by the Advertising Agencies Association of India (AAAI) and Ad Club Bombay. ?We have received a very positive response from countries in South Asia. We had organised road shows to promote the festival in these markets,? said Nagesh Alai, president of AAAI.

?All South Asian agencies will participate in the main awards show. However, there will also be ?The best of rest of South Asia? in each of the verticals,? added Alai.

This year the festival is looking at strong client participation, too. ?Beyond the conclave, senior clients are expected to be an integral part of the knowledge seminars,? Sharma said.