The Future of Advertising was an important topic that was discussed during Brandate '07, an event organized by brand-comm, a Bangalore-based national communications consulting company. Following is the excerpt of the highlights from a discussion of eminent panelists from the event. 

Anurg Batra, MD and Editor-in- Chief, Exchange for Media Group and moderator of the session set the ball rolling by pointing out how talent in the advertising industry was under compensated and how it was fast migrating to other fields like client servicing and media. He also questioned whether brand building had taken a step back and asked about the measures being taken by the industry to keep with new trends and technology.

On the client side, Bhaskar Bhat, MD, Titan Industries mentioned ways how gaps could be bridged between clients and their agencies and also talked about the adoption of though partnering instead of business partnering. He stressed on the fulfillment of long term goals by both parties to ensure a successful run.

From the advertising agency side, Prateek Srivastava, Group President, O&M, South India expressed how clients could get best out of a relationship with their agencies by giving them certain tips on interaction between the two parties. He said mentioned how need to start opening up to new ideas and must be willing to take certain risks to ensure that their marketing campaigns are successful in the future.

Finally, the discussion was given a media perspective after Raj Nayak, Chief Executive, NDTV Media stressed how advertising agencies should to stop looking at the short term and start moving towards long term goals. He pointed out that salary levels in the industry needed to be boosted up especially in the lower ranks, so that agencies could restrict their talent from moving into other industries like PR, Client servicing and Media. He also mentioned that advertising agencies should work with clients on a percentage basis instead of a retainer-ship basis to make agencies work harder to come up with better marketing campaigns.

The discussion was finally brought to a close by Ramanujam Sridhar, CEO, Brand-Comm who shared his 25 years of learning and experiences in the advertising business.

Reported by Sandesh Shenoy

Issue BG76 July07

Related Items:

---

Be first to comment this article

Only registered users can write comments.
Please login or register.