2004 has been a roller coaster year. It marked a watershed as the country and most importantly consumers foxed the wise men of marketing & advertising.

We have put together a few thoughts that highlight how smart and savvy our world has become.

Don’t Take Me For Granted
The then in power Bharatiya Janata Party invested a huge amount of money to motivate voters. Yet when the votes were counted the BJP was in for a rude shock. The rest, as they say, is history.

The message: you can’t take me for granted.

Brand Expectations
Technology is putting consumers in the driver’s seat. Niche brands are in. All that the consumer cares about is what’s best NOW! That’s the key reason that’s put LG ahead of the pack, especially in consumer electronics.

Superstars
A key trend in communication has been the reflection of India’s fascination with celebrities. Page Three is now not only a ‘panna’ in the daily soap, but also a movie in the making. Brands made a bee line for brand ambassadors, right from the Big B to Ash to Tendyla. Consumers love it . They see their dreams come alive. In the intimacy of their living rooms. Planned or otherwise some marketers have given their products a ‘brand personality’ which stands for a live relationship with customers. Truly, a way out of the commodity trap. And they are reaping the rewards. It’s important to stay tapped to ‘pop culture’. Because celebrities are trendsetters. And ‘pop culture’ is the common denominator.

Bigger The Better
Nicole Kidman directed by Baz Luhrmann (Moulin Rouge) and draped by famed coutier, Karl Lagerfield stars in what is probably the world’s most expensive commercial for Chanel No. 5. Talk about deep pockets and high stakes!

Indian auto giant Bajaj Auto has also opened the floodgates, with international star, Jackie Chan promoting its latest offering. The TV commercial was shot in Shanghai with an international crew. No cost was spared to make the ‘last temptation’ a blockbuster.

Clients are demanding aspirational themes, locations, and yes superstars.

Takeover Titans
Bigger is better seems to be the favourite mantra. Two takeovers in the communications business are pointers of what lies ahead. Sony bought out MGM to gain control over the biggest library of English movies. And in an era to be dominated by content, Sony is bound to leverage the new acquisition to advantage.

In another development, Sir Martin Sorrell’s WPP Group, added yet another trophy –Grey Worldwide –to its long roster of communications shops to emerge close to the leader-OMNICOM group. Reportedly, Sir Martin is still hungry and has a few Indian shops already in his sights.

In & Out
Ageing industry leaders finally passed their batons to GenNext. Counted among them were A.G. Krishnamurthy, who practically founded and grew Mudra, who handed the reigns to Madhukar Kamat, who had served an earlier stint with the agency.

And Mike Khanna, head honcho, JWT, passed on the mantle to sister agency chief, Covyln Harris of Contract. Who in turn handed over the reigns to Jagdeep Bakshi.

Ranjan Kapur who had been handpicked by the redoubtable Mani Aiyar, as his successor at O&M, proved that his mentor knew what he was doing. After a decade in the top slot, Kapur rode into the sunset, but not before making sure O&M was the ‘Most Preferred Agency Brand’. Now that’s quite a reputation change since the days when the late Frank Simoes and Sherrie Mukherjee left O&M (then OBM) to set up their own shops. The agency then came to be headed by the ‘Art Director’ – Mr. O. Sharma.

What Will Be The Highs In ‘O Five’?
Here’s our ‘take’ on year 2005.

Web Of Desire
Advertising will drive consumers to websites. And the websites must be high on ‘entertainment’ to ensure eyeballs. With broadband hitting critical mass in the coming years, advertisers (and their agencies) will be able to air video campaigns. Additionally, the advertisers will get the benefits of tracking what the Internet provides.

Right now, an increasing number of advertisers are experimenting with this technology, with interactive games-based promotions. (Quite a leap from putting their TV spots as internet banners!)

With more interactivity will come more opportunities to track viewer likes and dislikes. All this will help tailor the campaign effectively and market brands more efficiently.

Getting Personal
iPod stunned the world. It’s a perfect example of ‘personalisation’. It’s all about being ME. The ‘trend’ of collaboration of supplier and the customer is working. Companies that have succeeded in the market place have strong communities with their customer. Mini Cooper, Nike, iPod… Personal style is a trend to watch. Individuals are individualistic. One size does not fit all.

Working Backwards
It’s the obvious route. Yet few take it. How about starting with the consumer and working backwards. Procter & Gamble has signaled a huge change in how advertising campaigns will be handled in the future. Instead of first creating the advertisements and then deciding where to place them, P&G will first firm the ‘media plan’, and then work backwards. Well, its not new, but P&G’s endorsement may change the way ad campaigns are now handled.

Bureaucracy Is Passe
Crispin Porter + Bogusky generated buzz with its campaign for Burger King. It also served notice that new creative teams had arrived to shake up the advertising game. Crispin Porter along with others like Strawberry Frog and Mother (2 young European agencies, now also on Madison Avenue) represent a new generation, with flat organizational structures and constant open dialogue between creatives and clients.

What will be the fate of the ‘suits’? If agencies can dodge the bureaucracy bullet there is surely great excitement in store.

M.R.’s New Frontier
Most marketers believe and rightly so, kids will be the key to the success of many products. Getting them into focus groups or to answer phone surveys is no easy task. NextStep, a youth marketing firm has unveiled a new technique: Mobile Youth IQ, in which a teen panel answers weekly surveys and critiques of advertising campaigns using their cell phones. Early clients include McDonalds and Honda.

Twenty-four By Seven
The Maharashtra State Government (India) has announced that it will soon allow shops and establishments to stay open 24 hours, seven days a week. Soon, we’ll have stores which are a trend watcher’s destination and a place for anyone who wants something NOW. Malls and stores will cash on this desire for 24 Hour Everything. Just as ATMs changed banking and the Internet changed shopping, the 24 hour opportunities will change retailing and advertising as well. Perhaps agencies will need to work-in shifts. And media will bring out niche publications, including ‘midnight editions’.

Compressed Excitement!
Our lives are more compressed than ever. Multi-tasking, juggling careers with family and other obligations, we need ‘my time’. A chance to gain balance in our lives. Yoga and meditation are just the beginning.

As people look for ways to chill out, expect smart entrepreneurs to create 30-minute vacations! The future cannot be kept waiting.