MAM

Goafest'13: How to make client-agency relationships work

VARCA,GOA: When Arvind Sharma was asked to kick off the Advertising Conclave at Goafest 2012, he said one line, which turned out to be more prophetic than he would have imagined. He started his speech saying “Some of the most meaningful conversations one has, are the ones he avoids the most.” He was referring to this year’s theme at the Advertising Conclave which was ‘Time to Listen’.

The first day of the annual ad fest in Goa on 4 April witnessed advertisers across categories address an audience filled with the cr?me de la cr?me of the advertising world. They frankly shared their perceptions of the shortcoming of ad and media agencies and where the latter were not living up to their expectations.

HUL MD Nitin Paranjpe delivered an insightful narration where he pointed out what in his experience are the kinks in the client and agency relationship. He started off admitting that it is not just the agency that should be held responsible; the entire marketing environment that needs to be looked at hard to find some answers.

According to him, the biggest challenge today is the abundance of choice. There is an abundance of options for each product in the market and brands are vying for the TG’s attention in a heated environment. On the other hand, media itself is facing the tyranny of abundant choice where the audience is becoming increasingly fragmented and engaging it is very tough. “What we have is scenario where choice is abundant, but there is very little to choose between each,” Paranjpe explained.

This has led to an urgent need for brands to differentiate themselves which in turn possibly leads to desperate measures. Tata Sky MD and CEO Harit Nagpal‘s view in this regard was that "in order to be different, it is necessary to actually be different rather than just standing different.” He supported this this statement with a picture of five zebras where the one in the middle had its rear facing the camera.

Another point that was unanimously pointed out by all the advertisers was that the 30 second television commercial is becoming redundant and agencies need to strategise innovatively to factor in this change. The rise of social media also needs to be accounted for when planning in today’s environment.Amul MD RS Sodhi spoke from his experience with agencies – DaCunha Communications (outdoor), Draftfcb Ulka (creative) and Lodestar (media). He expressed that for any marketing strategy to work, there needs to be a long-standing relationship between the agency and the client. This builds the basis for trust and understanding that is required in any marketing relationship. It also offers consistency, which is paramount to maintaining a brand’s identity among the TG.

“According to me, what agencies need to remember today, is that the goal of advertising is to sell the product and not the creator of the campaign. What the product stands for, what the audiences relate to with the product and the brand should be the first consideration," he elucidated. "Accolades for the creator should not be the reason behind creating any campaign."

He also added that the whole concept of advertising awards should either be discontinued or be revisited and reworked upon. “These awards look at and honour work that is created by the industry and judge by the industry. What is the point? Either discontinue them or ask the clients and the audience to rate the ads,” he suggested. His suggestion was met with a thunderous applause fom the audience.

SBI Capital Markets MD & CEO Arundhati Bhattacharya spoke about the importance of research. “It is important to understand both the brand personality and the TG profile in order to come up with a relevant campaign,” she said. She also feels that advertising should be done in order to further the business and it should be kept simple and short. It is the consumer whose minsdset has to be appealed to,she further said.

Arunabh Das Gupta of BCCL feels that the death of planning as a practice in the industry has led to a lot of complications. Today one sees a gap in the marketing research done by agencies and this leads to a shortfall of breakthrough creatives. He also offered that creative agencies need to look at talent retention seriously since their employess are the touch points that the clients deal with and form the basis of building a relationship between the two.

Tata Sky‘s Nagpal begged to differ from the rest on a couple of points. While most of the speakers felt that the fragmentation of the advertising agency into media, creative and account planning has led to a decrease in efficiency of client servicing, Nagpal feels that hiring specialised personnel for specialized work is the order of the day and if need be, this talent should be imported.

He added that there should be clarity regarding wha the agency and the client expect from each other in order to have an efficient and fulfiiling working rapport. Suresh Bandi from Panasonic pointed out that what matters to a clients is the value that an agency gives them for a given price. “The way I see it, when an agency increases its fees, the value the agency brings to me decreases,” he said.

Nagpal on the contrary feels that clients should not look at cost-cutting every time. Specialized work comes at a certain cost and while agencies in a bid to compete and win clients may lower their rates, it may lead to a lowering of quality. It is the basic princliple of “Itne mein sirf itna hi milega.”

Another grievance recorded by each advertiser was that while the pitch process is spearheaded by a known senior agency executive/professional, once the pitch is won, the clients end up dealing with newbies who are not trained enough to handle the account or have no clue of the pitch in the first place. This creates a disjunct and gap in the dynamics and is often the reason why most client-agency relationships fail.

In conclusion, the panel agreed that while agencies and clients needs to introsopect and make some changes, the key takeaway was that the relationship between the agency and the client is what decides the effecniency of a campaign. An integrated team will function much better than a fragemented one and a team that knows each other is the one that will take the brand all the way.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/24/Arvind_RP.jpg?itok=SYfK9Y7F
Arvind RP is new director of marketing, communications for McDonald's west and south

Hardcastle Restaurants Pvt Ltd, a subsidiary of Westlife Development Ltd and master franchisee of McDonald’s restaurants in West and South India, has announced the appointment Arvind RP as its director-marketing and communications . He has been trusted with the responsibility of leading the overall...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/24/Vinod_Thadani.jpg?itok=8PetcLgB
Mindshare teams trained to be media neutral: Vinod Thadani

Excited about handling the complete integrated media directive for Hindustan Unilever Ltd , after the big digital mandate win in August last year, Mindshare Fulcrum is all pumped up about serving the best possible media solutions to the brand.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/uri.jpg?itok=jl5zkjUq
Movie Partnership PUBG - URI: The Surgical Strike

Movie promotions broke new ground when URI: The Surgical Strike, produced by RSVP (Ronnie Screwvala Productions) Movies, became the first Indian movie to join hands with PUBG Mobile to launch a surgical strike on Pochinki, one of the largest and most popular towns in the game’s maps.

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/kos.jpg?itok=9V866YG8
Marico India appoints Koshy George as CMO

Marico Ltd has appointed Koshy George as chief marketing officer, Marico India. In his new role, George will be responsible for leading the brand marketing initiatives of the company.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/neo.jpg?itok=6DO7-wz5
NeoNiche partners DG7 for omnichannel experience

NeoNiche Integrated, an award-winning, experiential marketing company, has entered into a strategic partnership with DG7, a full-service digital agency that specialises in providing B2B digital marketing solutions.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/collage.jpg?itok=orQHYg2K
Leo Burnett India wins creative mandate for Cholayil’s flagship brands

Leo Burnett India has won the creative mandate for Cholayil’s flagship brands Medimix, Cuticura, and Krishna Thulasi for its entire existing product portfolio and future launches.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/monk.jpg?itok=MhLORLHM
Monk Media Network unveils new brand identity on third anniversary

To mark its third anniversary, Monk Media Network - digital marketing agency, with content, social media, and video production at its core - unveiled its new logo, recently.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/ipros.jpg?itok=qnsEqNc4
iProspect India strengthens creative team with two new hires

iProspect India, the digital performance agency from Dentsu Aegis Network has announced two new additions to its creative team; Bobby Thomas and Dhanesh MS, both of whom will join as creative directors.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/jeep.jpg?itok=PSYkWSlw
Jeep Compass bids adieu to mediocrity in new campaign

FCA has unveiled a new integrated campaign ‘This Is It’ for its flagship model, the Jeep Compass. The campaign has been conceptualised and created by Leo Burnett India. The new film positions the Jeep Compass as the ultimate SUV by capability, creature comforts, gadgets and importantly, safety.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories