Challenge:

Working in Media and Advertising is very challenging, updating with every trends and happenings in the  industry can be really tricky. Managing every client coming from different sector such as, Textile,  Chemicals, Beverages, Shampoo etc. Shift in advertising is evident these days, with everything being  digitalized, advertising is also following the same pattern of transformation and moving from  conventional mediums such as, TV, Print and Radio. Clients with limited budgets are utilizing digital  platforms for the better results (more targeted results).

Explaining the same shift in advertising pattern to clients who are not open to change and wants the  same monotonous advertising pattern is not an easy task whereas the same budget can be exhausted in  Digital and will give more efficient results in terms of ad recall and resonance with the brands.

Selection:

The tool I selected was the Tool of visualizing/ Visiual Thinking. I selected this tool for better  understanding of the old school mindset clients so they exactly know how digital advertising works. It is  always important to meet the expectations of the client by fulfilling their requirement but one the other  hand is it also important to give them the adequate knowledge, so they are updated.

Application:

I initiated this process by the help of this tool of visualization, every client was invited in a session where  they were given questions regarding their expectations and executional plans and their understanding  to digital advertising.

Upon receiving the different answers from different clients, they were then asked what kind of  innovations are the really looking at, what will benefit the brands, how their target audiences  understand the communication and what are their habits, how do they spend their time and how do  they keep themselves updated about the market.

Majority of the clients’ answer validated the fact that everyone these days their audiences are shifting  to the digitalized age. They were then questioned regarding the spillover of the budgets and how they  are wasting their budgets on other platforms while they should be focusing on the digital platforms.

The tool was beneficial in the above mentioned scenario, as I gave them visual direction of how the  creative and advertisement will appear on different platforms of digital media and they were better able  understand the dynamics of the digital era.

Showing them the visuals of every ad form on digital and making them choose which may work best for  them.

Insight:

The clients knew that their Target audience has shifted to digital, but due to not being open to the idea  of experimenting they never opted for this option.

Through this tool they were able to differentiate whether which ad form will work best. They already  knew the best possible options for their audiences and how to hook them to watch their ad at least one

time so the audience can relate to the brand and will help the brand to build better relationship and  customer centric strategies.

Approach:

Through the tool they were able to identify the actual image in their heads and their expectations were  controlled. The session was fruitful in a way that the clients themselves agreed on the fact that the  audiences’ requirement is also important and their shifts in trends is equally important. However, clients  where highly impressed with the potential of the digital advertising.

