IIPM : EXECUTIVE EDUCATION
So why was JWT’s creative intelligence not good enough for the Oswals? After all, clients globally die for long-term and mutually rewarding partnerships with their communication agencies. Advertising veteran Jagdeep Bakshi, who has just been elevated as Global Business Director-Unilever in JWT believes that account reviews happen because “clients think that they are getting good ideas, but not great ideas. And that if they change partners they can get great ideas.” But he adds that is not the way to enhance brand communication. “The right way is to motivate your current partner to churn out better ideas,” he explained to this magazine. But clients think differently: “Monte Carlo is now moving beyond woolen wear and we needed to think of something new and different,” a source in Monte Carlo told 4Ps B&M.
Another client that recently changed its long-standing relation with its advertising agency is Emami. It shifted its brand Navratna Oil account from Publicis Ambience to Mudra. In a guarded e-mail reply to our questionnaire, Emami spokesperson Harsh Agarwal said that an agency change is sometimes necessary to challenge established mindsets. “Thinking styles and structures need to be broken down and re-invented. This disruption often leads to the genesis of breakthrough thinking,” he says.
The writing is on the wall. Once citadels of creating and nurturing brands together, the client-agency relationship is deteriorating faster than you can say Daag Acche Hain. The developing situation – easily attributable to the fast changing complex business environment – is a far cry from the pre-1992 haydays, when long-term communication strategy meant 5-8 years, and short term meant 2-3 years. Now clients (read: companies, both MNCs and domestic biggies) want results and they want them quick. Long-term means a quarterly review and short-term means ‘get me results this week dude, preferably tomorrow!’ And if you can’t deliver results ‘yesterday’, I’ll just as easily walk over to the next guy in line. Agencies have certainly lost the high-pedestal they once enjoyed, when clients perceived them as creative demi-gods; and didn’t dare de-construct their mumbo-jumbo for fear of hurting their fragile egos and arty sensibilities. “That time is over,” sums up Sushil Pandit, hotshot of The Hive, a Delhi-based ad hot-shop.
Being in one of the world’s fastest developing markets, brands in India are stepping on the accelerator to carve their place in the consumer’s mind, before competition walks away with full glory. In a business world full of heavy-duty jargons like brand equity, fragmentation, shakeout, globalisation, convergence, spiral effect, et al, clients are no longer one-dimensional. And as marketing pressures rise, they have brought most of the brand communication blitzkrieg – including research, data mining, consumer insights, even communication strategy – under their own tutelage, with the result that agencies de-graduated from being marketing partners to first communication consultants, then to advertising consultants. The blast of media fragmentation - has further fragmented even advertising into layouts or scripts or digital campaigns, as clients hire specialised digital agencies for their digital needs now.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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