IAA Retrospect & Prospect with Venkatesh Kini

“We are seeing a fragmentation of attention and not of media. We have to be proactive and that will mean taking your chances.” These were words of wisdom from Venkatesh Kini, President, India & South West Asia, Coca-Cola as presented the annual review of marketing, advertising and media in 2014-15 at the IAA Retrospect & Prospects hosted by the India chapter of the International Advertising Association at Hotel Westin, Gurgaon on Thursday, March 12.

A cross-section of marketing, advertising and media professionals attended the audio-visual review and forecast presented by Kini.  This edition of IAA Retrospect & Prospects was presented by Colors.

“There’s a shift from many people watching one screen to one person watching many screens. We don’t just see fragmentation of media but a fragmentation of attention. This fragmentation of attention and shortening of attention span is the biggest seismic shift that you are going to see in the industry going forward,” Kini said, adding: “If you can't grab someone's attention in five seconds, you've lost it. Be simple. Be short. Be succinct.”

“The media landscape is getting complex and for marketers and advertisers to make optimum use of this, it’s vital to read the trends early. We could effectively achieve this with the address by Venkatesh Kini,” said Srinivasan K Swamy, President, IAA India Chapter & Vice President-Development, Asia Pacific. “Thanks are due to general entertainment channel Colors for coming forward to present this prestigious event.”