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Gold the most preferred investment

: remains much work to be done.

What are the major issues that global advertisers face today? And how do you plan to address them?

One of the key global issues is consumer trust. In fact, the global marketing industry’s greatest current deficit is this consumer trust. In many markets and sections of society, trust in marketing and corporations continue to decline. Consumer trust is critical to enabling marketers to communicate and engage effectively. We need to respect the authenticity and transparency of consumer trust as advertisers and act accordingly. Regaining consumer trust will be essential and will not be an easy task. But the industry can only do it together.

Another import area is that we link much better the marketing interests with the interests of societies we live in. Internally, marketing folks should work closely with external relations officers to address issues.

There’s a boom in digital marketing. Mobile marketing is gaining momentum in India. We need to sharpen our focus on these new media tools to get closer to consumers.

What are the threats to media across the globe?

This year experienced some of the most dramatic changes in the media landscape in a generation. The digital explosion has seen increased fragmentation and huge shifts in media consumption. Media owners and agencies continued to consolidate. The boundaries of the tripartite became increasingly blurred. All of these new challenges and opportunities were set against the backdrop of an increasing need for media investment accountability.

Do you think the balance between mass-media advertising and below-the-line activities is changing dramatically across the globe? Will non-traditional media phase out mass media advertising in the long run?

I do not know the exact split. In fact I never looked at it. This is what I see: Many advertisers try much more to build relationships with consumers. What I see in many markets is that the classical TV and mass media will not yet be overtaken by below-the-line but will be nicely compensated with much more direct approaches.

I would say it’s a good compensation next to mass media. Within mass media, you will see many changes. Take televisions for instance. You will see many more developments in interactivity. So people use classical television medium as a massive medium for interactive capabilities—like one-to-one and relationship building exercises. These are the major changes that you will see in the coming years.