Goafest: Advertising union zindabad!

VARCA: A common emotion runs through the agencies: Better remuneration.

Almost every speaker at ?The Advertising Conclave--?Preparing the profession for the new decade? implied that the agencies were not being paid enough.
Said JWT CEO Colvyn Harris, ?Agencies are not demanding enough, they give in too soon."

Harris was speaking at Goafest 2011 while Indian Market Research Bureau (IMRB) country head Rohini Abraham was presenting a report based on interviews with senior industry leaders and various clients. The topic of the session was ?How have some Advertising Companies organised themselves for the new decade??.

The report, presented by Abraham, highlighted the importance of long-term relationships. Also, social media is accelerating the growth and offers a great opportunity for advertisers, who can do much more by using it effectively and more efficiently.
The study stated that there should be a fresh approach towards consumer engagement. The agencies should look from the consumer?s point of view as there are a million touchpoints now.

Discussing the relationship between agencies and advertisers, Abraham said: ?According to our interviews, the sentiments are same on both sides. The agencies are complaining, ?We can?t attract, can?t retain good talents, and that is the real trouble?, and advertisers reply, ?We can see that.?

When agencies complain that the remunerations are not good enough, the client reples: ?Give me a value and negotiate. Value counts. I want the agencies to understand the consumer and his behaviour.?

On this, Harris added: ?An agency charges somewhere between Rs 6 million to Rs 300 million. They don?t realise the kind of profit their clients are making.?

Detailing the report further, Abraham added: ?Agencies say that TV and conventional media are still big and most important. Clients insist on creativity with the current media.?

The report also emphasised the client?s other concern - that agencies have very few people and high attrition rate.
The study concluded with high fives for the agency: talent, customer centricity, creativity, digital and technology and integrated communication.

?This is the way forward for the ad agencies?, Harris concluded.

He also advised agencies to do what?s best for the clients. ?Build relationships that will last for 20, maybe 30 years.?

Harris also added that clients and agencies need to be more ambitious ?because for any success, we need an ambition.?

He said different innovations will spawn big ideas and big delivery engagement and, hence, should be encouraged.

Harris concluded: ?If we want the next Zuckerberg to be from India, new insights should be encouraged.?

Marketing guru Suhel Seth who was sitting in the crowd was randomly called upon the stage by Harris after he made a comment on the issue. Seth agreed with the touchy sentiment and complained that he left the ad world because it didn‘t pay well.

Yahoo! India CEO Arun Tadanki speaking at a different session did his bit to add fuel the fire by saying, ?Agencies should focus on value and not money. They are not negotiating well enough and agree with terms very easily."

Latest Reads
Ajay Gahlaut resigns from Ogilvy India

Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

MAM Media and Advertising People
Concept BIU Acquires the Business of Bluebytes

Concept Business Intelligence Unit (Concept BIU), one of India’s leading media monitoring agencies, has acquired the business of Comniscient Group’s Bluebytes News.

MAM Media and Advertising AD Agencies
Pump it up this holiday season with Athleisure Lifestyle

Family bonding is a complex equation given how different people belonging to the same family can turn out to be- their preferences, their tastes and their opinions.

MAM Marketing MAM
Quess Corp launches its first outdoor campaign, ‘’I AM QUESS’’ to expand brand awareness

Quess Corp, India’s leading business services provider, has launched its first outdoor campaign, ‘’I AM QUESS’’ to expand awareness and communicate with its customers directly.

MAM Media and Advertising Ad Campaigns
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories