A SnapChat Minute with Mr. Subramanian Krishnan
In a world where attention span is more often than not, limited to a Snapchat minute, Mr. Subramanian Krishnan, the CSO of TBWA put the medium to use to explain the concepts of account planning and its future at the Brand Conclave, conducted at Symbiosis Institute of Media & Communication, Pune on 24th July. He, along with other prominent industry veterans addressed the students and faculty as they tried to decode the facets of the theme ‘Agency of the Future’.
Starting his career with a Sales profile, Mr. Krishnan shifted to a career in the advertising and communications and joined Ogilvy, Mumbai. As the field of communications is dynamic and ever changing, he says that its future is now and ideas and insights are being replaced by more crucial facets such as meanings and context. He believes that account planning is also undergoing a simultaneous change and can now be called a creative experience it itself. While doing away with previous ideas, he opined that we need to do away with the notion of finding a demographic. Instead, we should focus on building an audience around our brand.
Stressing on the importance of understanding human psychology, he believes, consumer psychology greatly influences the way the consumer behaves. He therefore advocates spending time in learning human psychology along with professional qualifications, nonetheless agreeing that an MBA provides students with a number of choices.
Mr. Krishnan, in one of his pieces titled, ‘The Case of A Coloured World View’ explained how the use of colour can lead to forming of a prejudice. On asking further, he elaborated that it all depends on whether consumers would like to “ride the prejudice or resist it”. Colours for customers can be based on plenty of biases, just like the kind of toys we buy for children. But he says that it is up to them if they would want to go with the norm or against it.
He recommends that the aspiring media professionals, who are aiming to bring agencies of today into the future, keep questioning the already established norms on a conceptual level and not be limited by them. He further urges them to take pride in their work so that they’re able to put passion into what they do and revolutionize the field of communications.
