Exploring elegance: the story of ‘Your Phone’

Abstract

Bangladesh is still a naïve country in terms of advertising. Due to lack of knowledge and the courage of leap onto new media, it is not only unexpected but also a big step to rely on digital media. Over the years, advertising techniques have changed radically; mostly to cope with the changes in how consumers view and perceive things and to stand out in the clutter of today’s advertising efforts. While marketers are realizing the importance of differentiating not only in terms of their product’s USPs, but also in how they present and promote it to the consumers. It is actually the creative agencies that truly believe in the continual change of the advertising era. However, in a country like Bangladesh, change comes at icy pace. Creativity is nurtured and encouraged but very few clients can completely trust their agencies to come up with something ground breaking in their campaigns and platform. The change in client proposition in any campaign is not always appreciated and encouraged. This duel of client and agency may sometime lead towards an idea that stands out from other campaign. Symphony is one of the clients of our digital department. We often duel for the tagline of their product. Symphony ZV is one of them. Symphony’s marketing officials wanted to show the elegance of the product, whereas we fought for the better tagline. By eliminating client-agency gap, Bangladesh has very recently experienced few innovative advertising techniques. Ogilvy & Mather, Bangladesh has successfully been a part of that change. The following report mainly focused on a case from Ogilvy & Mather, Bangladesh. The report also indicates the upcoming shift of the industry towards a more dynamic and pioneering change.