The Super CMO Show

Episode 008

Building Digital Out-Of-Home Experiences with Data, Automation and Algorithms

Srikanth Ramachandran

Srikanth Ramachandran Moving Walls with Swami SCMO Ep 08

Welcome to the Locker Room of the Marketing World

Marketing has a long history, and data suggests that marketing started much earlier than most people think or believe. Many historians believe the concept began as early as 1500 BCE when Mesopotamian societies started mass production of goods that required quality control. This period records the earliest form of logo usage.

Then, in 1450 CE, the printing press was invented, revolutionising marketing reach through books, posters and paper. That started the momentum and foundation for marketing.

Timeline -1700s to 1950s

Early Phase


Early Phase

The 1730s -1900s was the golden period for marketing when the foundation was laid for marketing as we know it today – Magazines, Billboards, and Outdoor Advertising all came into being.

Mail-Order Catalog Coupons


Mail-Order Catalog/Coupons

The first one-page mail-order catalog was done in 1872, which brought the birth of catalog marketing to the world. 1887 saw the introduction of coupons, and handwritten vouchers, which transformed how promotions were done.




The 1920s saw the emergence of marketing through Radio and TV – the birth of the electronic medium as we know it today. The first Radio Ad hit the marketing world in 1922, and the first TV commercial in 1941..

Marketing Insights


Marketing Insights

The 1920s also saw the first emergence of Marketing Research, which is now embedded into the fabric of marketing on how concepts are tested, consumer behaviour is understood, and market shares are measured.

Use of Computers


Use of Computers

The 1950s saw the arrival of computers, and this changed marketing forever. In 1967, Lester Wunderman coined the term ‘Direct Marketing’ for one-to-one marketing directly to customers..

ATL-ABL Nomenclature


ATL-BTL Nomenclature

Interestingly, in 1954, the word ATL(Above-the-Line) and BTL(Below-The-Line) was coined by the accountants of P&G, differentiating agency payments who undertook promotional activities.

Timeline- 1950s- 2010s

The Magic of Colour


The Magic of Colour

The 1970s saw the explosion of colour, which added magic to catalogs, point-of-purchase materials, coupons, press advertising, television, etc

Internet Digital



1996- the 2010s saw the birth of the internet and digital marketing, and marketing has never been the same again, with technology at the core of brand building and customer engagement.

The Super CMO Show attempts to find answers to all these questions through conversations with the best minds in marketing:

  • How should the CEO and Company Boards take strategic advantage of marketing to improve the value of their firms?
  • What do CMOs and Marketers worry about, and what issues or problems make them lose their sleep?
  • Why is it important to understand customer behaviour if you are involved in marketing as a technologist or a marketer?
  • What impact does 800-Pound Gorilla – Technology have on the marketing world, and how can it be leveraged for a company’s product or brands?
  • Why is the power of data, analytics, and technology on creative is here to stay?
  • Why are financial skills as essential for marketers as marketing skills?

What You’ll Learn

Marketing Trend Spotting

Getting inside the mind of world-class marketers

Conversations with brilliant thinkers and academicians.

The Super CMO Show

Pooja Jauhari is the former Group CEO of VMLY&R India, and former CEO of The Glitch. Over her two-decade-long career, Pooja has worked with some of the biggest brands in the country and the world, and introduced powerful campaigns to society.

Pooja has worked with some brilliant people and has held important responsibilities over the past 20 years. She is the Founder of Seat At The Table, an unbiased investment and advisory initiative to invest in companies and people that are built on a purpose.

Prior to her appointment in the VMLY&R network, Pooja was the CEO of The Glitch, a high-performance creative company that has worked hard to create a workspace that is gender blind, inclusive and progressive. The Glitch was acquired by WPP, the world’s largest marketing communications company in 2017, and integrated into the VMLY&R network within WPP in 2020.