ASSIGNMENT

Ad Asia began as a three day Asian Advertising Conference in 1958 sponsored by the Japan International Advertising Association (JIAA). The principal objective of the conference was to give Asian advertising a boost in the post war era. The conference was attended by delegates from six countries including Japan. The modest conference grew into a congress in the 1960s and was nick named Ad Asia in 1984. AdAsia2011 was being organised under the aegis of the Asian Federation of Advertising Associations (AFAA). AFAA was set up in July 1978, when representatives of advertising associations of ten Asian countries reached an unanimous decision to do so, based on the recommendations of a working committee formed at the 10th Asian Advertising Congress held in Sydney in 1976. The current members of the Federation include Advertising Associations from Bangladesh, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Nepal, Pakistan, Philippines, Singapore, Sri Lanka, Taipei, Thailand, United Arab Emirates and Vietnam. The last gathering was held in Kuala Lumpur in Malaysia where the host's baton was handed back to India. As a tradition, the penultimate night of the festival is dedicated to the next host and one can look forward to the Vietnamese night at this year's event.

Ad Asia 2011 Ad Asia 2011 summit was held in New Delhi from 31st Oct. to 3rd Nov. 2011.

The Chairman of Ad Asia 2011: Madhukar Kamath (Group CEO & Managing Director Mudra Group). Ad Asia returned to India after eight years. In 2003, the Ad Asia congress was hosted in Jaipur and was widely regarded as a landmark in the history of the Congress. AdAsia2011 was not just about Ads and Asia. It had a far more ambitious vision and seeks to comprehensively explore all aspects of the theme Uncertainty: The New Certainty. The business world is currently at an inflection point witnessing a realignment of global economic leadership. In the 19th Century, the world looked to the West for innovation and progress. In the 21st. century, everyone's attention is riveted on Asia. AdAsia2011 thus provided a ready platform to chronicle change of a significant magnitude and provided a glimpse of the opportunities and challenges that lie ahead. The prolific agenda of AdAsia2011 comprised over 15 intellectually stimulating sessions aimed at exploring the business ecosystem and understanding the nature of disruption to effectively address pertinent concerns. A carefully selected panel of world renowned personalities from different walks of life shared their invaluable experiences, insights and sharp analysis of ongoing events. Providing you with new ideas, concepts and a firm handle on how the changes we are witnessing today will translate into trends in the future. They went beyond analysis to address the question How and to elaborate innovative ideas and solutions to key global challenge.

Theme: Uncertainty: The New Certainty

This theme reflects the evolving dynamics of a fast changing communications world. The Ad Asia 2011 logo symbolizes rich multi-cultural motifs on textile from various regions in Asia, a seamless patchwork quilt, blending into one another to compliment the concept of fluidity yet togetherness, thus weaving in a new certainty in a dynamic visual language. Commenting on the overall direction of Ad Asia 2011, the Chairman Madhukar Kamath said, Marketing is dead, engagement is in. Similarly, trust is dead, excitement and edginess is in. Uncertainty is the new certainty. Brands are on an experimental spree through multi-layered communication channels right from Twitter, Facebook to mobiles and micro-blogging as the new evolving channels. "Mastering this ever-evolving operating environment and its impact on business is gaining critical significance to long-term sustainability. We believe that Ad Asia 2011 will not only chronicle the changes but also provide a glimpse of impending opportunities and challenges.

Venue : The Taj Palace Hotel, New Delhi is a flagship hotel of the world renowned Taj Group of Hotels, Resorts & Palaces. The hotel played host and rolled out the red carpet for the delegates of Ad Asia 2011.

Organizers: Asian Federation of Advertising Associations

History: In 1958, Japan played host to the 'The First Asian Advertising Conference'. The event was conceived by a group of leaders of the Japanese advertising industry with a view to establish a common forum for developing the advertising and marketing skills of the people in the region. The success of the first conference laid the foundation for the event to grow into the most important regular gathering of marketing and advertising professionals in Asia. In 1976, the representatives of advertising associations of ten Asian countries took the unanimous decision to set up the Asian Federation of Advertising Associations (AFAA). Objectives: The AFAA was formed to: Unify all Asian associations involved in the various aspects of advertising 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 Set up the necessary mechanism for Asian Advertising Congresses Foster self-regulation Devise and implement educational programs.

Few Highlight events

Shah Rukh Khan at the Ad Asia 2011 opening ceremony

India's very own brand-wagon SRK, entertained the crowd with a witty speech accompanied by some "chamak-challo" gyrations in the opening ceremony of the summit.

The much awaited session of Day 3 at Ad Asia 2011 was the valedictory keynote address of Indra Nooyi, Chairman and Chief Executive Officer, PepsiCo, and she didnt disappoint. She started off the valedictory note by pointing out the big issues already spoken about at the conference digitalisation, emergence of asia as an economic powerhouse, and the shift to brand engagement. According to her, the solution to surviving in an uncertain world was adaptation. The future has never been made by predictors or skeptics. It has always been made by dreamers and doers and innovators who embrace uncertainty, those who seize the day to shape the future and show us the way forward, she concluded.

A short yet very intriguing talk by Indra Nooyi followed by discussion with John Wren, CEO & President, Omnicom Group came to an end marking an end to the proceedings at Ad Asia 2011. Though this was officially the end of all the sessions of the 2011 congress, the Grand culmination of third and final day of Ad Asia 2011 took place at the Kingdom of Dreams show in Gurgaon, India. Ad Asians were treated to this theatrical extravaganza at the most happening entertainment and leisure destination in India; the show was followed by cocktails and dinner at the venue. So after three days of intense networking opportunities, discussions, talks, lavishly themed lunches, dinners and entertaining programs Ad Asia 2011 paved for Ad Asia 2013... for delegates to depart and meet once again... Vietnam will host the Asian Advertising Congress (Ad Asia) in 2013.

Video links: All about Ad Asisa:

http://www.ndtv.com/video/player/news/fromndtv/215253

Keynote address: Indra Nooyi's 5 points to deal with Uncertainty :

http://www.youtube.com/watch?v=klJti7nNF6E

References: www.adasia2011.com www.thehindubusinesline.com www.campaignindia.com www.businessworld.in www.youtube.com