MARCON-2016 kicks off; marketers share innovative ideas

KARACHI: The two-day mega event MARCON – 2016 organised by the Marketing Association of Pakistan (MAP) started on Tuesday. Leading marketers from around the globe attended the event and shared their innovative ideas with the participants.

This year’s theme for the event is ‘traditions and innovation’ in the marketing industry. Keynote speakers include S Masood Hashmi, Managing Director, Orient McCann Erickson; Bruno Olierhoek, MD, Nestle Pakistan Limited; Santosh Desai, MD Director and CEO, Future Brands; and Sarmad A Ali, President All Pakistan Newspapers Society (APNS) and MD Jang Media Group.

They spoke on the innovation and traditions in the field of marketing, besides stressing the need to encourage young marketers to understand the new trends.

The highlight on the first day of the event was Kabir Ali, film director, screenwriter, cinematographer and maker of famous Bollywood movie Bajrangi Bhaijan, who attended the event and discussed his experience.

As the theme signifies, MARCON-2016 is contrasting between the prevailing marketing practices in the country and the emerging marketing innovations.

The conference covered crucial topics such as neuro-marketing, big data, synergies between sales and marketing departments, and branded content in the new age.

MARCON is the largest gathering of marketers in Pakistan and gives an opportunity to every individual who aspires to bring innovation and best practices to the sector, said Talib S Karim, President, MAP in his welcome address.

While speakers come on this platform to share their learning and insights which no book can offer, delegates from far and wide gather to seek the light of knowledge.

Karim said that MARCON is an event which not only promotes the growth of a cadre of professional marketing managers in Pakistan and encourages a scientific approach towards marketing, but it also endorses the study of all branches of knowledge relevant to the profession of marketing.

He said that strong voices from India, Malaysia and Australia were present at the event.

In his keynote address, S Masood Hashmi, MD, Orient McCann Erickson, said that when a country grows, all sectors of the country also grow. He said that MARCON is the major platform for speakers to share their experiences.

He said marketing is the engine of growth. He said the media was moving towards digitalisation, but all mediums, such as print, radio, television, and internet continue to exist and have their significance.

He said with everything available on the internet, brand management had become difficult and different.

Sarmad A Ali, APNS President and MD Jang Media Group, said the marketing association was providing this platform since 1993 where everyone can learn about modern techniques of marketing. He said that every brand needs a market to penetrate and for the purpose marketing has its importance.

Sarmad, while discussing the innovation in media, highlighted the history of Jang Newspaper, which has the largest circulation in the country. He said since launching in October 1947, the group has believed in continuation of innovation.

He said that the media industry had witnessed phenomenal growth during the past two decades, especially with the use of technological advancement.

Sarmad said the group introduced QR for advertisement in Pakistan, besides launching mobile phone applications for watching videos by screening newspaper content.

He stressed upon innovation in the newspaper industry and integration of newspaper with internet and other platforms.

Other keynote speakers Bruno Olierhoek and Santosh Desai spoke on ‘timeless fundamentals, new realities’ and ‘brands of the futures’.

Five sessions were held on the first day, where leading marketers discussed various issues. Besides that, panel discussions were also held.

In the last session, an exclusive session was held with Kabir Khan. He said that Pakistani television drama plays are trendsetters and have similar importance as the Indian cinema has.

He said that Bollywood was a very strong platform where one can tell stories to the masses. He said that Salman Khan, leading actor of Bajrangi Bhaijan had believed in good relations between Pakistan and India.

He stressed for more collaboration between the Indian and Pakistani film industry. He also said that for the past 4-5 years, serious attempts were made to screen Pakistani movies in India.

He lauded the Edhi Foundation for repatriating Geeta, an Indian girl, back to her home.