118 August 2018
OAA 2018
Madhu S Dutta, Head of Marketing & Digital Social Media,
Raymond“The entire process of judging is high-tech and the categorisation of entries was
easy to comprehend. The interesting thing was that people who have worked on
it came to present and there was an interaction and that’s a very accurate way
of judging. In general, I feel that as an advertiser, it is good to be prudent; there
should clarification on the outcome expected from the medium. If an advertiser
isn’t clear about this, then the agency would grapple with it.”Swapnesh Kaushal — VP, Reliance Retail
“The rules and guidelines were pretty fine. In fact, the overall process was methodical
and professional. From the evaluation perspective, they are very scientific. My
message to the industry is: data sharing between clients and agencies is one area
which can improve. I understand, there is some confidentiality involved but there
are ways & means to deal with it. When that happens, the effectiveness of the
campaign on which money is being invested will improve substantially.”Deepak Saluja, Executive VP — Head Branding Marketing,
Channel Loyalty and Investor Education, UTI AMC“I must congratulate the organisers for the tremendous work they put in. As a
process, it is pretty robust as I have been associated in past too as a juror. The
industry needs to constantly push itself to set new standards. Please understand
that the client is not looking at single dimensional approach. OOH is fairly wide
spectrum in its own definition and you need to really address it from the consumer
perspective and then identify the touchpoints. Expand the scope of OOH; don’t
restrict it to outdoor sites and build in elements that could go beyond just site
visibility to engagement.”Dhiraj Soni, Head — Consumer Marketing, Printing & Personal
Systems, HP“I was quite amazed with the quality of entries across categories. Each of the
entries had a story to tell and impacting on a broader level. The rules & guidelines
for the contest were pretty fair but for the Jury, they can be made more directional,
helping one to coming to conclusions more easily. Broadly speaking, marketers
do face a challenge in attributing ROI with regard to OOH campaigns. Isolated use
of OOH for more geo-targeted campaigns might be an answer to how effective
a campaign can. In a 360-degree campaign, the impact can’t be attributed to a
particular media.”