MAM

Ad agencies should cut costs, invest in technology










 
VARCA: Advertising agencies should cut costs and invest in technology, experts at the Goafest 2011 summit said.

Cutting costs and employing technologies that can save recurring costs found a common ground with Reliance ADAG president brand marketing and Big TV CEO Sanjay Behl and Ernst & Young, media and entertainment partner and national leader Farokh Balsara.
 
Behl cautioned that excellence comes at a cost and agencies have to hire the best practices to increase profitability. “If automated systems are hired, wastages can reduce”, Balsara implied. “While doing media audits for our clients, we have seen instances where agencies have lost out because the system and processes employed have let them down.”


Managing a service business is completely different from managing a product business, said Behl.


Behl was speaking at the second session of the Advertising Conclave, discussing what ad agencies can learn from other service industries. The session was moderated by Advertising Agencies Association of India (AAAI) president Nagesh Alai.
 
Behl also discussed about various tools that are required for a successful services business. “Service companies should understand that they can’t excel in everything they do. They need to define experiences created by the brand and not its features,” he said.


The session was initiated by Tata Consultancy Services HR vice president and global head Thomas Simon who began by drawing parallels for recruitment in both sectors. He detailed the various processes hired at TCS to recruit the right candidate and suggested that the advertising sector should follow similar methods.


Simon said, “We just do not hire the talent, we also develop them.”


Simon discussed various other talent engagement, selection processes and training programmes carried out for employees at TCS. “In India, we are an average 28-year-old workforce. Meeting the instant gratification and work life balance needs for this generation is very important.”
 
Balsara highlighted the importance of people measurability and advised hiring fresh talents to give a new approach for the client. He suggested that at least 10 per cent workforce should be from overseas or with PSU backgrounds.


Yahoo! India CEO Arun Tadanki drew similarities between the problems faced by advertising agencies and technology service companies. Tadanki said, “Issues faced for hiring talent in agencies is similar to ours as engineers too are important but difficult to retain. Over the years, we have realised that smaller towns are a great source for finding new talent and maybe agencies too. We should look in that part of the country for recruitment.”


On the new structure, Balsara was of the opinion that the fragmented business structure - media, creative and PR - should be combined to offer synchronised solutions for the clients. He suggested that all specialist agencies should be gathered under one umbrella so that they can concentrate on extracting the best out of the single-agency model.


Tadanki stressed on the need to have a differentiated approach among agencies. “Agencies should let go certain clients to focus on value generation, accountability, reaching out to newer customer segments and investing in growing categories like digital and mobile,” he said.
 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/story%20%281%29.jpg?itok=VIElq1RO
Dentsu stories create HarperCollins books

HarperCollins India is celebrating 25 years in India through a film that celebrates books. The campaign consists of a film that shows the journey of a novel. The novel titled 'Journeys Never End’ exchanges hands through the film. Dentsu One, HarperCollins joined hands to create this beautiful film...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/asci%20%281%29_0.jpg?itok=UZWVPhZn
AYUSH-ASCI to regulate advertisements

Progressing with the impetus towards supporting co-regulation in advertising, the Ministry of Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy (AYUSH) has signed an MoU partnering with the Advertising Standards Council of India (ASCI).

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/shopclues-800x800.jpg?itok=JMeM8M6r
Mall wali quality, ShopClues wale prices

MUMBAI: ShopClues, one of India’s largest marketplace, is celebrating its fifth anniversary and it is doing so in an inimitable style between 19 and 26 January. After five years of success, which have seen ShopClues emerge as a prestigious Unicorn in India’s start-up landscape, the company is...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/db%20%281%29.jpg?itok=YMjHptsV
DB Corp's radio business numbers expand with network growth

DB Corp’s MY FM radio network now encompasses 26 live stations with the launch of nine new stations over the last two quarters of this fiscal (year ending 31 March 2017 or FY-17). DB Corp’s radio business revenue for the quarter ended 31 December 2016 (Q3-17, current quarter) increased 12.4...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/fcb%20%281%29.jpg?itok=bnPdV4pW
FCB Interface with Mahindra's 'joy of breaking free'

FCB Interface has launched a brand new campaign for Mahindra’s range of personal vehicles. Set to the tune of the original Live Young Live Free track from the first campaign, this film elevates it from a song to an anthem. Following is the link to the ad for your reference.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/amit_gujral.jpg?itok=sBmbhKyq
LG to patriots: #KarSalaam

MUMBAI: LG has launched the #KarSalaam initiative which aims to salute the spirit and sacrifices of the Indian soldiers to celebrate India’s upcoming Republic Day.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/AMIT%20WADHWA-RAJAN-800x800.jpg?itok=oIBJn_eJ
HT Media hires Dentsu Impact

MUMBAI: Dentsu Impact has won the creative duties for all brands from HT Media - including Hindustan Times, Hindustan (Hindi), Mint, Shine.com, HT Campus, Career Plus, Study Mate, English Mate and Bridge School of Management. With this move, Dentsu Impact becomes the prime strategic and...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/Ayyappan-Raj-800x800.jpg?itok=Tih3d0WE
Nomarks for guessing who's self-reliant

MUMBAI: Bajaj Nomarks has come out with its latest brand campaign that highlights the advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face....

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/sabia.jpg?itok=UPFNUZeB
Madame Tussauds in India; WATConsult wins media mandate

WATConsult, one of India’s leading media agency, which is now a part of the Dentsu Aegis Network, has won the digital and social media mandate of the world-renowned wax museum, Madame Tussauds, which is soon to be launched in the capital city of India.

MAM Media and Advertising AD Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories