Josy Paul, Chief Creative Officer, BBDO India is a name that needs no introduction. He is one of the sharpest and the most creative minds of our industry. Josy has had a long and an illustrious advertising career. On Medianews4u.com he lists his points of Focus for 2020.
In a world of fake news, we’re all we’ve got
Focus on authenticity. There’s no greater truth than that which is hidden within each one of us. Our unique ‘creative therapy’ sessions – where we capture real human stories and soulful confessions – will help to unlock powerful emotional data points that’ll give our brands deeper authentic stories.
Diversity is learning
Our focus will be to embrace the inherent diversity of our agency and our people. We come from different worlds and different generations carrying our own streams of geography, history and consciousness. Through weekly exchange programs, we will share our individual learning and experiences. Imagine the width, depth and explosion of knowledge and inspiration when different worlds meet in the school of open learning.
Don’t forget our roots as we grow our branches
In our search for greater relevance and faster growth in a changing media world, we’ll never forget where we came from. Our focus on ‘the work the work the work’ our 11 human values and our guiding principles – to create acts not ads, to know that a point of view is our greatest point of differentiation, to remember that content is king but context is King Kong. These are the principles that gave us Ariel #ShareTheLoad, Whisper #TouchThePickle, Mirinda #ReleaseThePressure, Gillette #WomenAgainstLazyStubble and other breakthroughs.
The future is liquid, enjoy the flow
Focus on the future by embracing all changes. Be it creative data, mobile, creative e-commerce, greater experiential marketing or the rise of voice search or responding to the media habits of Gen Z or small bites of entertainment in an ADHD world. We’ll focus on the new even as we invent the future. The future is not solid but an ever-changing series of natural forces that we can feel coming.
Brand growth through brand purpose
Our effort will be to focus on why our brands exist. What do they stand for? What is their contribution to the lives of people they serve? What difference will they make? Does it matter if they exist at all. Brands that know why will exhibit greater commitment and communication energy. We believe we are best placed to offer this focus.
