Wake up Spidermen and Spiderwomen!

I tend to keep going back to the bare basics - Maslow's Pyramid.


Compare it to the life of any consumer, everyone is trying to go up, to premiumise, to upgrade, to go a notch further, to travel an extra mile - just a little more. Remember, the first chapter in Economics which spoke about human wants, needs and desires being unending and constant and thereby continuous.

As marketers and advertisers, we feed off this need - we term it as "problem" and offer "solutions" through our excellent range of products and services. We are all guilty as charged. Can the community be blamed for this? No, not at all, it is the chicken and egg story - we don't know if someone asked for it or did someone offer it first? Nonetheless this giving and taking cycle continues for aeons now.

This is not a lecture to downgrade our community but more a prophecy to be more mindful of the fact that we have a lot of power thrust upon us. Like Spiderman said, with great power  come great responsibility. Lets use our power to create brilliant products which will really help the consumers and fulfill their dreams. Lets craft communication that is so amazing that we will be proud to show it to our great grand kids in the future. Let every word and key visual we put out there leave a little mark of greatness in the minds of the consumers.

We are blessed to be in an amazing and creatively fulfilling profession, let's give back to the world what it has given to us - the gift to use our talents to do good work. To quote Jonathan Mildenhall, ex Sr.VP Coca Cola Worldwide and my marketing guru "Let's do work that matters"

Jonathan Mildenhall, Cannes 2013

Watch this space for more - coming soon, Cannes diaries : My little notes from attending the festival as a Young Lion for 3 years in a row since 2012. I wish to share my squiggles with all of you.