Howard Draft, the executive chairman of global advertising agency network Draftfcb, is one of the most respected and authoritative names in the direct marketing business. In 2010, Draft was inducted into the Direct Marketing Association Hall of Fame and was also awarded the Chicago Advertising Federation?s Lifetime Achievement Award.
Draft became the chairman and CEO of Draftfcb in 2006 following the merger of Draft and FCB (Foote, Cone & Belding). Earlier, he was chairman and chief executive officer of Draft. He was one of the agency?s original 13 founders in 1978 and took over the top post within 10 years. He transformed the direct marketing agency into a global marketing services network with expertise in direct, retail, promotion and digital marketing.
During his recent trip to India, Draft took time out to discuss Draftfcb’s Asia-Pacific performance, direct marketing being a part of digital marketing and the biggest challenge in the marketing communications business with FE’s Payal Khandelwal. Edited excerpts:
What is the biggest challenge and the biggest opportunity right now?
The biggest challenge and opportunity are one and the same. The current economic environment has stimulated a new marketing consciousness, and agencies are being challenged to deliver more for less. With the convergence of channels and conversations, we need to think holistically about how the various messages interact as part of brand positioning and strategy. We need to make conscious efforts in all our programmes to think about the engagement we want to drive. We need to convince our clients to move beyond traditional marketing vehicles and incorporate digital, social and mobile into programmes as well. That?s why Draftfcb?s integrated, channel-agnostic model is more relevant than ever.
Are you happy with Draftfcb’s growth in the Asia-Pacific (Apac) region, especially India?
Draftfcb is growing both in Apac and worldwide, with our primary focus on fortifying nine major markets, which include India and China here in Apac.
Our operations in New Zealand, meanwhile, have a sterling reputation, and rank among the most creative and effective agencies in the region and in our network. Building out the region continues to be a work in progress, but I?m proud that our India operations have grown into one of the three largest agencies in the country over the past 50 years, while becoming a complete marketing communications solutions provider serving over 250 brands across more than 100 clients in various industries. We?ve recently established Asterii as our analytics practice here. Digital is, and will be, a key point of emphasis and growth opportunity for the agency, as we look for more acquisitions in this space. Having our regional meeting in India underscores the country’s importance to our network; our corporate team makes regular visits here since Draftfcb Ulka is a source of learning and inspiration for the rest of the network.
You have often said that one needs to think of direct as a part of digital. Do you think that agencies and clients understand this?
As an agency with a deep direct marketing heritage, Draftfcb has long viewed digital as one of the most efficient forms of direct and this is at the core of our integrated offering. Draftfcb Ulka was probably the first mainstream agency in India to set up a full-fledged digital division with complete creative as well as back-end capabilities. Our clients are seeking help in embracing today?s changing consumers, marketplaces and communications channels. As their agency partner, we are committed to providing the strategic, creative and innovative direction in mastering this new reality.
Draftfcb has a proprietary analysis that says a consumer gives an average 6.5 seconds to a marketer. Do you think this would decrease over the next few years?
While our research showed that we have, on average, 6.5 seconds to capture a consumer?s attention, we expect that number to decrease as the number of marketing channels and messages bombarding consumers continues to increase. Marketers need to be savvy when speaking to their consumers. Creative ideas that tap into what matters to consumers will have the most power. Recognising that consumers are in control, brands must listen, hear and respond to them in a real-time, dynamic manner that encourages active participation. That?s why we design programmes that reflect the new customer reality of living in an open, fluid world that is simultaneous instead of sequential. The idea still dominates and ignites the channels that then lead to unlocking business problems. This applies in every corner of the world, even though different populations use different channels.
You have said ‘technology holds us all accountable and being held accountable is a wonderful place to be in our business’. Could you elaborate on this.
Technology has given consumers greater power over what messages they are receiving about brands and when and where they choose to receive them. I think our industry will continue to see more and more marketers hold their agencies accountable for delivering results, as well as a stronger emphasis across the digital and mobile channels which have measurable results. But it?s not just about response rate or click-through rates, it?s about engagement, time spent, advocacy. As the technology to interact with consumers becomes more sophisticated, we?ll not only have better data with which to target consumers, but consumers will be able to interact with brands at any place and at any time. We have to make sure that when they do, it counts.