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/2016/12/09/RS-Kalsi.jpg?itok=TlmMLA85
Maruti Suzuki, Ola tie up to train drivers

MUMBAI: Maruti Suzuki India has signed a memorandum of understanding (MoU) with Ola to train aspiring drivers-partners. Under the 'Maruti Ola Training Program,' the company aims at benefiting 40,000 Ola partner-drivers in safe driving, over a period of three years.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/sansui-star.jpg?itok=k272kPMd
Sansui unveils #WalkTheRedCarpet contest ahead of Stardust Awards

MUMBAI: Sansui has announced a contest for all the movie buffs ahead of this year’s Sansui Colors Stardust Awards. Called #WalkTheRedCarpet, the winners will get an opportunity to walk the red carpet at the awards night with their favorite celebrity. The contest which would run on Facebook and...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/09/GioneeS6_0.jpg?itok=g8U0rRa6
Mobile+Services replace FMCG as top advertisers in BARC week 48

BENGALURU: As per BARC week 48 data on top 10 brands Across Genre: All India (U+R) : 4+ Individuals, Mobile hand sets and Services replaced FMCG as the top advertisers in the list with 43.88 percent of the insertion in BARC’s top 10 list for week 48 (Saturday 26 November 2016 to Friday 2 December...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/naresh.jpg?itok=sgeWsbwM
Span Communications wins IBA Cyber Security mandate

MUMBAI: Span Communications has won the media and creative mandate of Indian Bank’ Association’s campaign on Cyber Security Awareness in a multi-agency pitch. The media campaign ran during the International Cyber Security week, starting 30 November, 2016.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Happydent.jpg?itok=A8c497IH
Happydent: Smile Please, kids

MUMBAI: Leveraging the fact that 'smiles are contagious', Happydent has teamed up with Smile Foundation, an NGO that works with underprivileged children, for a new campaign called 'Happydent Smile Please.'

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Rohan-Bhansali--Co-founder-%26-Director%2CGozoop.jpg?itok=bYyZYHEN
Gozoop wins media duties of Regal Shoes

MUMBAI: Gozoop has bagged the media duties including digital and creative for Regal Shoes. The agency will be managing the rebranding of the shoe brand across all media platforms.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Shan-Jain.jpg?itok=1EcE8RyE
GroupM's Shan Jain joins Publicis Media India

MUMBAI: Former GroupM executive Shan Jain has joined Publicis MediaIndia as the head of business transformation practice. Jain’s last stint was with GroupM, as Principal Partner, Client Leadership at Mindshare.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Rubeena-Singh-800x800.jpg?itok=qwNRBb6C
Bhargava new DAN Performance Group CEO; Rubeena to lead iProspect

MUMBAI: iProspect India, the digital agency from Dentsu Aegis Network, has appointed Rubeena Singh as its CEO effective this December, as its former CEO Vivek Bhargava is being elevated to a larger role of CEO of DAN Performance Group. Bhargava will head all the Digital Performance Agencies of...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Gurbaksh-Singh-800x800.jpg?itok=oP8kY0DA
'Sweat It To Get It', recommends Gatorade

MUMBAI: The iconic sports drink brand has come up with a vending machine that dispenses Gatorade only if you work up a sweat…In line with its international brand positioning, Gatorade India has kicked off its new campaign with ‘Sweat It To Get It’.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories