Even though creativity was celebrated in a big way and Goafest 2022 was awarded the world’s best and best award in advertising and marketing, there were many points for the brand to negotiate a new paradigm like the Metaverse.
From Texas retailers to Indian lipstick makers, what has emerged at this event is already on the road to Metaverse, a virtual space where brands around the world can create and explore with others. It was that I was out. Not only is this a buzzword of the future, but the brand transition needs to be too fast.
Sandeep Bhushan, director and head of Meta’s Indian GMS, points out that consumers are increasingly interested in evolving technology, and people’s interest in the virtual economy is 85 July-September 2020. Said that% also increased. During the period, interest in the Metaverse almost seven times increased.
Boushan, who was addressing the Knowledge Session on the third day of Goafest 2022, pointed out that the Metaverse tools already exist today. Whether video usage is increasing or online shopping adoption is accelerating, consumers are already involved in digital.
Whether at work, games, online shopping, hospitality or retail space, Metaverse is expected to make all these experiences more immersive, and marketers use Metaverse’s interactive tools. It needs to play an important role in simplifying the user journey from discovery to purchase.
In a session at Goafest 2022, Gowthaman Ragothaman, CEO of Aqilliz and co-founder of the Web3 Marketing Association, said that while consumers are raising concerns about how personal data is used, the platform provides proper personalization of content. I want to be able to maintain it. Their users were engaged.
He pointed out that blockchain has emerged as a solution to some of these new problems.
“Distributed clean rooms (storing consumer data in a way that stays on the server’s premises) are now being used as a methodology for the safe and secure use of customer data. Recently, we partnered with Airtel. We are working on this initiative, “he explained.
Leo burnett score
At the long-awaited ABBY Awards 2022, which recorded a record entry, the Leo Burnett Group (TLG) appeared as the “Creative Agency of the Year”. Previously, Mindshare won the title of “Agency of the Year” and Sony Pictures Network India won the honor of “Broadcaster of the Year”.
Mindshare also won the “Tech Agency of the Year” award. Mindshare opened ABBY and won eight gold medals on the first day.
TLG has risen to the top with strong performances in seven categories of Creative ABBY.
On the final day, ABBY was distributed in various categories such as branded content and entertainment, videocraft, diversity equality and inclusiveness. Gold medal winners in the Branded Content & Entertainment category included Enormous Brands LLP, Mindshare, GRAY Group and FCB Group India.
The eclectic combination of media agencies that won the prestige at Media ABBYs included Initiative MediaIndia Pvt Ltd, which has won several awards for the achievements of brands such as the MPL Sports Foundation and Amazon.
May 8, 2022