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IAA Debates: Are agencies rapidly reinventing?

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MUMBAI: There is need for both advertising agencies and marketers to reinvent themselves. This was the basic message from the IAA Debates held in Mumbai earlier this month.

The topic of the discussion of the second of the new season of IAA Debates was: ‘Agencies are not rapidly reinventing themselves to stay relevant to changing advertiser needs.’

At the start of the debate, the overarching view of the audience was that agencies must reinvent to stay relevant. At the end of the debate, the view moved to that agencies are reinventing themselves and indeed more relevant than the initially held view.

Speaking for the motion (‘Agencies are not reinventing themselves’) were Dentsu Aegis Network chairman & CEO South Asia Ashish Bhasin and Marico chief marketing officer Sameer Satpathy.

Speaking against the motion (‘Agencies are reinventing themselves’) were Madison World MD and chairman Sam Balsara and Godrej strategic marketing group COO Shireesh Joshi.

IAA India Chapter president and IAA vice president-development, Asia Pacific Srinivasan K Swamy said, “The fact that some of the leading lights of the industry participated in the debate ensured that we had discussion of the topmost quality. By bringing in practising leaders of the industry, the IAA Debates has become a must-attend event from all section of the advertising, media and marketing fraternity.”

D B Corp chief-marketing and corporate sales officer Pradeep Dwivedi added, “We are delighted to partner IAA Debates in bringing about discussions around current, thought provoking subjects which have a bearing on the industry and our marketing, media and advertising community. As marketers figure out ways to maximise value from their agency engagements and vice versa, as was the subject of the recently concluded second debate of the season, we at Dainik Bhaskar remain committed to contribute to the spirit of discovery and discussion to help bring about change and evolution."

The IAA Debates hosted so far have been in Mumbai, Goa, Delhi, Bengaluru, Hyderabad and Chennai. The debates have featured senior advertising, media and marketing professionals such as Prasoon Joshi, Vikram Sakhuja, Lloyd Mathias, Josy Paul, Pratap Bose, Deepika Warrier, Anupriya Acharya, Arun Anant, Arunabh Das Sharma, Partha Sinha, Monica Tata, Vikram Chandra, Punitha Arumugam, Mahesh Murthy, Virginia Sharma, Ashok Lalla and Zerin Rahman, Sadashiv Nayak, Atul Phadnis, Ronita Mitra, and Amitabh Pande amongst others speaking for and against the motion.

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