Accountability is another aspect that the agency is strongly focusing on. "We now have a clear structure in place and the accountability factor at Fulcrum has evolved over a long period of time. We have further crystallised it over the last three to four months," says Gowthaman.

Stress is being laid on generating more accountability in the television space. "We will be developing new ways of looking at rates and will be looking beyond gross rating points (GRPs). Secondly we will also be pondering on the important question - When should one stop advertising on television?" he added. The problem only got aggravated with the number of new channels coming in, thus leading to fragmentation.

After taking on Fulcrum's reins from Vikram Sakhuja mid last year, Gowthaman rearranged the team so as to increase accountability levels in the agency. That will be the natural progression this year and the way forward for MindShare Fulcrum.