Interview Series V14, Meera Sharath Chandra
Today in our interview series with great digital minds we chat to Meera Sharath Chandra, she has judged all major award shows across the world, was ECD at Momentum Worldwide UK, MD at Syzygy UK and President & National Creative Director RMG Connect (JWT) India. She was also a member of global task forces on brands such as Ford, Unilever and Citibank, Meera is an expert speaker at WHO Geneva on the use of new media and a pro bono contributor towards the WWF “Save The Tiger” initiative. Wow! Go Meera!!
Q1. What is the number one thing about your job that gets you out of bed in the morning?
No two days are the same. No two brand challenges are the same. No two creative minds are the same. No two communication solutions are the same. And I wake up each day to celebrate the difference.
Q2. What are your favorite sites/digi campaigns right now?
I have to say I still love Old Spice Swaggerizeme and its ongoing sequels that have completely repositioned and revitalised the brand. I must also confess that I have a continuing fondness for Meerkats. But overall, to my mind, Nike is - and has been - the most consistent performer in the digital space.
Q3. Who is the new kid on the block - the agency/business to watch for the future?
I think there are too many new kids on the block (and many will inevitably fall by the wayside). Rather than mention names, I would put my money on those who understand the “integration” mantra - agencies who know that the consumer (and not the brand) is at the centre of all communication and that his or her experience of the brand needs to be consistent across all media, all messaging and all touch points. The truly integrated agency (still unfettered and undivided by revenue agendas!) is the one that has a future.
Q4. What sector would you say is furthest ahead in digital marketing at the moment?
While banking and finance took to it the earliest and essential services quickly jumped on, I think in today’s socially networked world, FMCG - though the last to arrive - is the first to enjoy the social media groundswell. I would also add quickly that healthcare has shown huge potential to leverage the space and social awareness (of causes and concerns) has really seen actionable results.
Q5. What technology or initiative is most likely to revolutionize Web/mobile marketing?
Inter-device connectivity - where physical and digital worlds are seamless and any device can talk to any other to keep you constantly digitally connected and networked.
Q6. If you could wave your magic wand and change one thing about digital marketing what would it be?
Its view of the holistic communication exercise based on genuine consumer needs. Its ability to realise its role and power in the larger integrated, seamless consumer experience that goes beyond the digital space.
Q7. What’s the biggest mistake people are making in mobile/Web marketing?
Still using mass-media thinking when the beauty of the space lies in its extreme personalisation! Shocking that the “matching luggage” syndrome still lives even in this day and age…
Q8. What is the most useful resource site/blog you use?
I use Technorati for the technology insights and for the Top 100 most influential bloggers, e-Consultancy and eMarketer for marketing insights and read three totally unconnected blogs each day as a mind-bend exercise and a way to seek lateral solutions.
