Erik Du Plessis, brand guru and chairman of one of the largest research agencies Millward Brown, shares his views on the present global advertising and marketing scenario in an interview with Shine Jacob. He introduced the use of neuroscience in the sector through his books “The Advertised Mind” and “The Branded Mind”.
Do you think the use of neuroscience in advertising and marketing research is applicable in Indian conditions?
Good advertising theories work everywhere. In fact, it might work better in India. It is high time the Indian firms adopt neuro marketing. Over the years, neuro scientists have come up with a better understanding of the brain. I tried to explain through my books how this science can be used effectively in communication or advertising, which is different from the traditional brand building practices.
Through brain image measurement tools, we can understand how people think and the circumstances that leads to decision making. The first such tool was developed in 1923 and those which are used in research purposes include functional magnetic resonance imaging (FMRI), electroencephalography (EEG) and galvanic skin response sensors.
How do you rate the Indian advertising industry?
It is among the best in the world. With my limited exposure, though it is not as aggressive like American advertisements, it has the power to entice you like the British industry. It is more like the advertisements in my country South Africa.
I think celebrity advertising carries the credibility of the personality also. You know what happened with brands promoted by Tiger Woods, when he was going through a rough time. On the other hand, brand building through social media is slightly over rated. Compared to television, in Facebook and other social media sites, you cannot catch the attention of users frequently. Meanwhile, green initiatives are just a luxury, not a deal breaker for now.
What about Millward Brown operations in India?
India is an important market for us. We started our operations here three years ago in association with IMRB. Currently, we have offices in Delhi and Mumbai and are in an expansion mode.
Do you think the present financial crisis is going to affect the industry in India?
Why should the Indian industry be worried about the fluctuations at the Dow Jones? It’s good time for them to invest, expand market share and go for acquisitions as multinational firms are down. During the last recession, Millward Brown did the same and even companies like Tata did it in automobile industry then.
A lot of Indian companies are expanding their operations in Africa now. How do you think they should rework their strategies in Africa?
It is not a difficult task. Both Chinese and Indians are doing the best in terms of penetrating the African market. India should use South Africa as the gateway to other countries. In terms of marketing themselves, they should make use of the strong base of Indian communities there.
What are your personal plans, going ahead?
I am planning to write a book on the ban on smoking advertisements in the US. The forced ban on tobacco advertisements seems to be a politically-driven tactic to contain competition.
