Kerala adfest-2004 inaugurated

Munnar: The greatest challenge before the advertising agencies is to skilfully combine human resource with latest technology, according to Jacob Mathew, deputy president, Indian Newspapers Society (INS). He was inaugurating the first annual conference of the Kerala Advertising Agencies Association, Kerala adfest-2004, at Sterling Resorts at Munnar.

''The agencies must try hard to sustain creative minds in the field in order to achieve sustainable business,'' he said, while addressing ad agencies. Delivering the keynote address, M V Shreayams Kumar, director, marketing and electronics media, Mathrubhumi, opined that the ad agencies must emphasise creativity rather than marketing.

''Unfortunately, the agencies here are giving undue importance to marketing.'' Earlier, delivering the presidential address Joseph Chavara, president of the association, said that the association would help upgrade professional standards in advertising.