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72nd Episode. Advertising and Media.
The AAAI negotiation workshop by Ruma Biswas happening today in Mumbai took me back many years. Here is what I am talking about.
The subject of NEGOTIATION is evergreen and is relevant in every social interaction. Though the relationship and the transaction between Agency Planner & buyer and Media Sales team representative is hardly a social interaction as it tends towards bargaining. In a situation where the parties interacting parties should, would and could try to get towards a Win-Win situation, ever attempt is toward a win-lose situation. More so- even if you cannot win, other person losing is treated as a pseudo win.
Year, 2007 (if I am right) Dainik Bhaskar group; India’s largest newspaper group wanted to do some intervention in this media buying pattern which was tending to become a commoditised market. The team wanted to do something different and that is when the IDEA of CONDUCTING A NEGOTIATION WORKSHOP with the Agency teams took shape. Teaching someone to negotiate who has been bargaining with you. Giving them the power to late on squeeze you. It defied logic and I think that was the reason it succeeded. Prof Tapan Panda and Prof Ashraf Rizvi (then with IIM- INDORE) conducted one-day workshop in Mumbai and Delhi.
This unique effort created some fantastic memories for the delegates. Many of them (now in a senior position) keep asking me as to why did Dainik Bhaskar having started such a good concept of workshops stopped it. These selected skills were useful in both part professional and personal part of life.
The untold truth is that the team had a series of possible workshops (Personal & professional Skill enhancement- PPSE) like COMMUNICATOR and FACILITATOR lined up. In fact the joke was a Tur-tur workshops. But, the brand commitment on other equally important fronts and lack of funds stopped team from continuing with the workshop idea.
In case of Media Brands things work in a somewhat chaotic way. The speed of execution is at times more important than being right. EURO was handling Dainik Bhaskar and Corporate Brand. The funds as usual were short. The concept presented was simple and nice. No money for photography meant a compromise. Someone suggested a new budding photographer and we were on. Dainik Bhaskar office at that time was in Mahim office that means we had a location right there, the parking lot. For models we had Raj Joshi, who was part of team and an interested party. And then we had Hemant Bamgde who needed a bit of persuasion.
I personally hold it was a good piece of creative under the constraint. It did justice to the concept. Once again the look-feel and tonality being unexpected from Dainik Bhaskar group worked in its favour.
I am not sure if this was their first and last modelling assignment and if they have these visuals available with the. Here to the people who were kidnapped (in the ads) and laid foundation for a great event.
……….. OTHER ADVERTISING MARKETING EPISODES …
● 248KB – How a simple mail fired to save the honour ● REJECT AD– Why the brand created an Ad that it wanted Publication to reject ● The ZenTangle Meditation – try it it works ● THE ACRONYM – How while branding one must do the acronym test ● REVESRE SELLING– how the hunter becomes hunted ● TRIMING THE BILL OF BEER FAT – how the bill at a 5 star hotel in Mumbai was inflated with beer fat that needed triming ● THREATENING TO DANCE WITH TWO LEFT FEET – just to get the party going THE CHASE that could have got us killed ● SHARING IS CARING The coded message by a PSU client ● SLEEP How Swaraj Mazda account was won by Anil Maitre ● The other semi-final – How beer has answe to everything ● RUMBLING – amplifying the peace ● COWARD – A sad smiling face had lot of unanswered questions ● OVERDOSE – What happened with a good B2B initiative at holi. ● CAN YOU MAKE SOMEONE AN ENGLISHMAN OVERNIGHT ● THE WATCH: How do you know what your client is signalling ● IRRATIONAL DEMAND – how clients expect agencies to do things ● DOUBLE SURPRISE– Never walkin a party not knowing the occassion ● DING DONG EXCITEMENT AT MACAU – the addiction to casino ● HOT RIDE AT PUSHKAR – adventure ● THE WALK : How we discovered the culture at Macau ● The Jump – a team of 7 go skyjumping during annual conclave at Pattaya ● HIGH SEA GAMBLING – the merry making in international waters ● KOTI ANGLES: Gambeling in Goa ● MISSING LIPS : How friendship develops to create different expectations ● The Trap: How the AE searching for adventure got duped ● Equal Opportunity to Indulge: How HR finds itself ina spot in Pattaya ● THE LOST HAUNTING MUSIC– An experience ● UNNAMED SPIRIT- A SPOOKY EXPERIENCE at Mcleodganj ● PUNJABI LINTAS – Amrit Puri takes over Lintas ● DELAYED LAUNCH – Why HT Delhi Colour supplement launch was delayed ● UNDERGROUND – Printing fake currency could have led to jail ● STRATEGIC RAIN BREAK – How ZID KARO DHONI film was shot ● THANK YOU ● RAIN CLAUSE – I – The fight with Whitelight film over Maruti film ● LETHAL COMBINATION ● APPETITE – It does not matter where you get the appetite till you eat at home ● Puncture – how not to get caught ● ADULTERY- THE MOMENT – Its all for you to decide how far you would go ● ASSET – how a famous Indian model was rejected ● I AM SANKAR – soft ragging of new trainee ● THE COUNT ● INTRODUCTION ● TIME BOMB – How to avoid embarrassing situation ● SMALL TILE – eye for detail ● SHOOT REPORT – junior saving the issue by innovative process ● SARDAR KHUSH HOGA – the agency reaction to a demand ● SHOOT AT MUD ISLAND – shooting with Denzil ●KAALI PEELI PICTURE – what do you do you’re your model is featured in Debonair ● UPGRADE – Bangalore ITC ● JUHI EFFECT– there is something called lady luck in gambling ● POWER OF PUNJAB ● OUT – let game be game ● TWO MORE – how not to pay for the drinks ● ELEVEN MINUTES – client tackles late agency ● THE CHERRY WIN –Team plays a prank ● THE PRESENTATION – junior takes revenge for last minute changes ● BLACK GOLD – A lesson on TVC presentation ● BUFFERED –delivery at airport ● CONTINUE WITH CLIENT – The management supports a high pitched battle with client ● NOT FIRED – just in time action by agency ● ONE LESS DECISION – a campaign thought represented umpteen times● HIGH JACKING THE GOAFEST DELEGATES – a ground event that took Goafest by surprise ● THE GHOST OF 35 RANI JHANSI ROAD JHANDEWALAON – The unsiad stories ● THE PROBLEM – Agency tackling a no-brief from client ● IMPORTED ART CARD – a quick retort to finiky client ● BANYAN TREE AGENCY – Agency tackles cost issue on unapproved estimates
