AgTalk | Mantras of media colossus: Pradeep Guha

Pradeep Guha, Chairman of the  Executive Committee of AFAA, is a colossus of India's media scene. In his illustrious and industry-defining career, he has been credited with taking even the giants of the market to the next level. In this exclusive interaction with Adgully, Guha outlines his vision for AFAA and the role that he envisages for it in society. As is typical of him, his plans are big-ticket visions. Among his many vital observations is that ethics cannot change even if the industry is in a flux. Crucially, he also talks about how the negative campaign against advertising can and must be countered.  

 

 

Pradeep Guha (PG): AFAA is an apex body of advertising associations from all over Asia. Member associations nominate representatives to sit on the AFAA International Council (IC). This IC meets twice a year and reviews trends from across the continent. Apart from steering the AdAsia every alternate year it has also incubated the AdFest and the Asia Pacific Media Fest (APMF). Last year its constitution was amended and a Chairman was elected, along with a Deputy Chairman. They lead a four-person Executive Committee. The Committee will infuse a sense of urgency into the working of AFAA.

 

 

PG: The AdAsia was the first, and remains the biggest advertising marketing and media Congress in the Continent. It gave Asia its platform where the communication world congregates once every two years. This has lead to a lot of interaction and exchange of ideas amongst countries in the region. The AdFest was the first purely Asian creative awards and festival. It gave a sense of pride and purpose to Asian creatives. The APMF was the first pan Asian media festival and has lead to a greater understanding and cooperation amongst the media fraternity in Asia.

 

 

PG: Norms evolve with the changing needs of industry. They in fact reflect the dynamic nature of the industry. Ethics cannot change. They need to be ingrained in the psyche of all the constituents of the communications industry. In order to spell out such things the AFAA will be closely working with other industry bodies in the region to bring out a set of “best practices” in the advertising, media and marketing fraternity. This would be of great help to the younger professionals in the business.

 

 

PG: A special education model is being prepared for young professionals and this will be run in Malaysia this September. Members of AFAA will send young professionals from all over the continent to benefit from this “Master Class” which will have modules to help professionals serve their vocations better.

 

In an environment  in which Governments and pressure groups periodically raise issues about the ill effects of advertising, AFAA is planning to select ‘causes’ that are non-political and campaign for them – the girl child, environment, for instance.  AFAA will soon decide on one of these causes and create events and opinions around them across Asia-Pacific on a sustained basis.

 

Also, there are several countries within Asia, such as Nepal, Pakistan, Vietnam, Sri Lanka and Taiwan where there is no code of Self Regulation. AFAA through its member associations is planning to pursue the introduction and development of such Codes in these countries.

 

 

PG: Education, Advocacy, best practices and seminars on the Digital World and Brand Building would be on top of the Agenda.

 

 

PG: The 5 day intensive workshop for young marketing executives in Brand Building, Account Management and Creative will focus on issues of Strategic Thinking, Idea Generation and the Soft Skills required in this business. 

 

 

PG: It is at a cross roads. This is a period of transition and needs great care and guidance. It is also a period where the resurgent youth will infuse hope and dynamism into the industry.

 

 

PG: Unifying all Asian advertising associations through a body such as AFAA, helps to upgrade standards, ethics and practices of advertising and to bring a more meaningful contribution from advertising activities to both regional and national socio-economic development.

The federation is instrumental in setting up the necessary mechanism for Asian Advertising Congresses, foster self-regulation and devise and implement educational programs.