How to create great ads

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by Mahesh Murthy on Wednesday, January 23, 2013

Section
Visual Arts + Design

Session type
Lecture

Technical level
Beginner

Objective

Our entire media business is funded by advertising.

But, we all agree, most advertising is crap.

So if people stop responding to ads as a result, the entire ad-funded business will fall apart.

Maybe that'll be a loss. Maybe not.

But there still is a set of rules that can help you do great ads.

Ads that stand out from the competition's. And from the editorial itself.

This talk should help give you tips - useful whether you're a marketer, an entrepreneur, or even are just curious about the wild, wooly world of advertising :-)

Description

(Copied from above) Our entire media business is funded by advertising.

But, we all agree, most advertising is crap.

So if people stop responding to ads as a result, the entire ad-funded business will fall apart.

Maybe that'll be a loss. Maybe not.

But there still is a set of rules that can help you do great ads.

Ads that stand out from the competition's. And from the editorial itself.

This talk should help give you tips - useful whether you're a marketer, an entrepreneur, or even are just curious about the wild, wooly world of advertising :-)

Requirements

A brain.

Speaker bio

Mahesh has spent 29 years helping big brands with marketing counsel, and 13 years helping startups with marketing counsel and funding too. 19 of these years have been in digital media.

Mahesh dropped out of college, sold vacuum cleaners door to door, worked with Grey in India and then Ogilvy in Hong Kong, where he won notoriety and awards as Creative Director on Unilever, The Economist, Pepsi and MTV for whom he wrote and shot a series of top award-winning commercials.

He then moved to a Silicon Valley agency, CKS Partners as CD, GM & Partner, where he helped create the first graphical UI for Yahoo in 95 and the now-classic Earth’s Biggest Bookstore campaign for Amazon in 97.

After a successful NASDAQ IPO, Mahesh moved to head marketing at iCat, an e-com firm in Seattle later bought by Intel.

He returned to India in 1999 turn around Channel V, a rival to MTV, till its sale to Newscorp in 2000, then founded Passionfund to invest in startups. His investees include Geodesic, WebDunia, EBS, Inkfruit and Doolally.

Mahesh has penned somewhat infamous columns in Business Today, Businessworld and WSJ. On TV, he's played the Donald Trump-like role in Business Baazigar in 2007, and the Dragon's Den-like role on ETNow's SuperAngels in 2011 & 2012

In 2004, Mahesh found a need for a digital-first brand management firm and set up Pinstorm. With over 100 people across offices in India, Singapore & Malaysia, it is now among South Asia's leading digital brand management firms, creating award-winning work on the region's largest telecom, banking, FMCG and retail brands.

Mahesh has a passion for early-stage investing and set up Seedfund with Pravin Gandhi and Bharati Jacob, voted in 2010 as India's best VC fund. Seedfund has 25+ investees including Carwale, RedBus, Vaatsalya, Innoz and MyDentist.

LinkedIn named Mahesh in "Power Profiles in India 2012" - indicating the most visited Indian profiles among 15m+, and he also ranks in the top 100 Indian influencers list.

Comments


  • 1

    [-] Nilesh Trivedi 4 years ago

    Hi Mahesh,

    To be honest, I would be more interested in hearing your thoughts about how advertising will change in the digital age. For example, will the current formats (interruptive, 30-second spots) survive? We run small companies with small budgets. Digital is our playground and that's where we kick the biggies' asses. :)

    Will it be possible for you to make your talk a bit forward-looking and include some analysis of the future of advertising?

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