AdAsia 2011 explores ‘Uncertainty: The New Certainty’

At AdAsia2011 (Asia’s biggest marketing, media and advertising congress), the theme for this year, is what is garnering a lot of attention. The theme – ‘Uncertainty: The New Certainty’ – which was announced two years’ back, aptly suits today’s scenario better, feels Madhukar Kamath, Group CEO and Managing Director of Mudra Group, and Chairman of the organising committee.

He noted, “A peek into the past few years will tell us now uncertain life is. And the movements – not just the financial ones – across the globe have made us believe it more.” The logo has been designed by Water, the brand strategy and design consultancy from Mudra Group. The logo aims to represent the continent by using the textiles of different countries of the region.

According to Kamath, the theme ‘Uncertainty: The New Certainty’, as “more obvious today than before. We had just come out of a financial tsunami. Now, only one thing is certain… the future is uncertain!”

All the speakers accepted the theme and felt, “there could’nt be a better theme.” We live in a ever-changing world that is changing dynamics and is witnessing a realignment of global economic leadership. And, post the global slowdown, Asia leads the world, thus attracting global attention. Ad Asia will chronicle the events and also give a sneak peek into the opportunities and challenges that lie ahead in the advertising and marketing scenario.

The speakers have their own take on the theme. Kitty Lun, Chairman / CEO, LOWE China felt, “The world is moving so fast, everyday something new happens.” Bruce Haines, Chief Strategy Officer, Cheil Worldwide thinks that “our industry, advertising has always been about uncertainty.”Chris Thomas, Chairman and CEO of BBDO in Asia, Middle East and Africa & Chairman of Proximity Worldwide says, “I think it’s a terrific theme. We all know we are dealing with tremendous uncertainty, whether it’s in the financial circles or political forces that are rampant in the world or whether it’s the uncertainties created by the changes brought about by the digital age.”

Rishad Tobaccowala, Chief Strategy and Innovation Officer, VivaKi says, “ The future is not fixed in the containers of the past. No one can actually tell tomorrow. However the world of marketing is changing so fast that that we sometimes wonder if we can tell today…..try to discern tomorrow and make sure that we have some grip on the uncertainty that we face. ”

The constant today is that it’s an evolving environment that the global scenario faces. How do we master the ever-evolving operating environment, its impact on business? The answers to these are not very clear. The one thing that is clear is that the future ahead is going to see new shifts, new equations. An uncertainty that is the new certainty.

So, at AdAsia 2011 they will not only outline the changes but also look at opportunities and challenges this environment will throw up.

(With inputs from Meghna Sharma.)