Ashraf plays a key role in managing Pitchfork. Previously, he was Vice-President - Content & Insights at MSLGROUP in India. Having been a journalist for more than 16 years, he started his career with 'Mid Day', and then went on to lead the newsroom at 'Bombay Times' and 'Hindustan Times'. His Facebook posts show a deep love for Mumbai.
Ashrah is a speaker at Click Asia Summit 2016 and 5 Questions with him...
1. An unexpected challenge you face while dealing with content marketing
While you'd expect clients to need some convincing, the mental blocks within strategic communication agencies are surprising. You'd expect agencies to champion the cause, but very often they are the ones choosing the old ways instead of showing the courage to risk the new.
2. What's more important? Storyline or brand boldness?
The brand's boldness can come through in the stories it tells, but if there's no story, the brand cannot communicate effectively.
3. What are the trends you foresee in content experiences and consumption patterns in the next 2 years?
Increasing use of interactive content as well as customization. Also, the use of data to target customers at the right time and place.
4. Your favorite book on digital would be...
The Walter Isaacson biography of Steve Jobs was excellent.
I know it's not a book on digital, but Jobs' life work is within the framework of digital technology.
5. 1 reason not to miss your session at Click Asia Summit 2016
I wear socks like Justin Trudeau's. And there is no way you should miss that!