Goafest 2024, the annual advertising festival, ended this week. Here are some key learnings and takeaways from the event:
The age of adaptability: This year, the festival truly lived up to its theme of adaptability despite being rescheduled and held in Mumbai. It was three days of learning, with some great speakers and the biggest platform for the industry to come together to celebrate what matters most – creativity and innovation. We are currently in the most transformational age of creativity and the ability to adapt is the key to thriving in our business.
More is less: This year we saw a lot more agencies participate in the Abby One Show Awards, and it was great to see the good work that the industry is creating and meet the talent that is driving the industry forward. We saw some inspiring work from across the media, creative, digital, video and broadcast industry, which was thought provoking and inspiring. I am sure all the participants have gone back supercharged with fresh ideas and learnings.
Importance of authenticity for building brands in the new age: This was discussed across many sessions in various contexts.
One of the key takeaways is the importance of authenticity and credibility in today’s times for your brand to thrive. Using the tools of new-age platforms can help create real impactful innovations that make a real difference to both the brand and the communities we are building.
This has never been more relevant than the current time, when brands are being built across multiple platforms. As creatives we must distill the most authentic, relevant and distinctive attributes to build epic brands with epic work.
The writer, Sachin Kamble, is CCO, Leo Burnett, South Asia