Partnerships - Key for better advertising: AAAI seminar

MUMBAI: Post all the view points of differt sector, this session marked the agency's response to the earlier thoughts that were shared and the adverting opinion on the same. The panel entailed O&M executive chairman & NCD Piyush Pandey, Mudra Group MD & CEO Madhukar Kamat and Satchi & Satchi MD & CEO V Shantakumar.



Kickstarting the rebuttal was SKA Advisors Sunil Alagh who started off saying that the advertising agencies today are struggling to find the right insight for various campaigns. "Beg the best to join you, borrow when you can have competitiveness (Outsourcing) and steal if you better an idea and make it yours." Citing the example of Sony who came up with the walkman concept, it was Apple's iPod that has stolen the idea making the idea revolutionary and a rage. Alagh said that partnerships between advertising agencies and clients no more existed and agencies were treated like vendors and not creative partners.



Pandey said, " Eighty five - Ninety per cent of ads that hit the tube are crap anyway. In this over excitement of technology and emerging mediums, we seem to have forgotten our basics." Good advertising will come only if good partnerships are made and agencies are not treaded as vendors."



Kamat pointed out that that with fundamental changes happening, media fragmentation on the upswing, true integration and talent was required to churn out top advertising. He stressed on the relevance of content and that mutual respect between both the agency and the client was vital and not the procurement evil. "Purchase departments have been now given the responsibility for calling for pitches."

Shantaram said that ad agencies are still too focussed on what to say than what to do. "We are currently focussed on the content and not the context. We need to change our approach and redefine ourselves and form relationships. Our advertising need to affect transformation and bring in incremental change."

The challenges that were pointed out were that agencies were being treated as suppliers and not strategists. The need for the hour was most definitely said to be raise the level of confidence agencies currently command with clients.

The AAAI Diamond Jubilee seminar 'Beyond the Horizon' culminated with Lintas India chairman & MD Prem Mehta giving the valedictory address, the recipient of the AAAI Premnarayan Award last year.

Mehta summed up the day highlighting the key issues addressed through the day. The need to build partnerships, remuneration cuts and the need for agencies to invest in themselves were thoughts that Mehta shared. The good news Mehta pointed out was the fact that racing fragmentation was accompanied with the phenomenon of an evolving consumer - both socially and economically.

He added, "Marketing has come of age, but the Indian industry is such that it has not seen the luxury of evolution. Aspects like pricing are becoming deciding factors. On the overall scene, this has led to the reduced ability to invest long term, which is a cause of concern."

He urged the gathering to introspect and inch towards integrated communications outfits and move beyond the agency -client divide and embrace each other to produce a more fruitful outcome.

Latest Reads
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories