The Tata Group is sponsoring an executive workshop on advertising: "The Ultimate Secrets of Advertising" conducted by Professor John Philip Jones of Syracuse University, New York. The workshop has been organised by CII and will be held on August 17 and 18, 2001 at the Taj Mahal Hotel, Mumbai.

The one-and-a-half day workshop is intended to introduce the most up-to-date doctrines and data on branding in the international arena as well as discuss the role of advertising in corporate successes. The workshop will comprise interactive sessions on launching new brands, maintaining existing brands and the convergence and divergence of national and international brands. While on his visit to India, Prof. Jones will also conduct an exclusive session for senior Tata executives on August 16, 2001, where he will share insights on balancing the mother brand vis-à-vis product/service brands and taking brands global.

The third in a series of marketing events sponsored by the Tata Group this year, this is a reflection of the shift in the strategy of the Group from commodity focussed to brand focussed businesses. The earlier events organised by the Group being ‘Global Brand Building’, a lecture by Simon Williams, Chairman, Sterling Group, New York and the MTV Brand Equity Youth Marketing Forum. The Group’s stable of brands and services includes Titan, Taj Hotels, Tata Safari, Tata Indica, Tata Tea, Tetley, Westside, Tanishq, Tata Finance Amex Credit Cards and Tata Nova Internet Services.

Professor John Philip Jones, a graduate from Cambridge University, spent 25 years of his career with J. Walter Thompson in market research and client servicing. He has worked with a wide variety of advertising clients and is acknowledged as one of the best advertising gurus. Professor Jones has been behind many successful slogans like, "The best a man can get" of Gillette, "Come alive! You’re in the Pepsi generation" of Pepsi and "Does it make sense to jump out of a warm bed into a cold cereal?" of Quaker Oats.