Mark Blair evinces surprise at not being asked the 'standard question. Dont you want to know if I am related to Tony Blair? Well, I am not. But I am as Scottish as him "" which is not very much! And he is absolutely amazed when you wonder why he forayed into the ad world after studying theology. Its a natural progression, he says, matter-of-factly.
Much before he became the regional planning director of Ogilvy and Mather (O&M), Asia-Pacific, Blair was pursuing religious studies at Cambridge. When you study theology, you become a roving arts student with one focus "" trying to get into peoples minds, he remarks. And that is what account planning is all about.
Currently attempting to map the minds of young Asian consumers, Blair has just concluded a market research titled Uncorking the Genie. The Genie is an acronym for the 'Generation who Independently Engage. This is the educated, ambitious, urban elite who, contrary to popular perception, is not caught up in an ongoing spiral of blind Westernisation.
Their lives are a delicate balancing act between two opposing forces: a search for individual expression balanced by a willing acceptance of social norms, says Blair.
Blair has spent just over a year in Asia, and this is his second visit to India. Traditionally, creative advertising in Asia has come from Singapore and Hong Kong. In recent years, countries like Thailand, Taiwan and Philippines have also witnessed a creative renaissance sparked off by one or two agencies. He is, however, unimpressed by the quality of Indian advertisements: Advertising in India is more product driven than brand driven. This should change. I think, the Indian consumer is ready for a more emotional identification with the brand.
