Creative Agencies seem to be waking upto the fact that their competition now includes consulting firms, start-ups, and even the likes of technology firms are after the same marketing dollars as creative agencies today. 2016 is slated to be a year ofheightened hyper activity as advertisers and content creators try to find their place in this fast changing media landscape where the consumer will always move faster than brands.
Role of influencers will gain more importance
The growth of traditional media in India has worked to the advantage of Indian brands as well as their agencies in the past, however going forward we will see a rise of challenger brands leading the way on innovative content on digital.
From ordering shoes online to booking a car online, to checking your heartbeat on Fitbit, the entire consumer ecosystem has gone through a mindset change.
This has in turn led content to further evolve to find’s its place in a consumer’s life and the role of influencers will gain more importance.
Long format narration will continue to be important for brands:
2015 witnessed a surge in the number of brands that adopted the long-format narration. From brands across categories, this was one of the most prominent trends of last year. Insurance companies like Birla Sun Life, Tata AIA and HDFC Life highlighted the beauty of relationships and abstained from clichéd representation. New age-start-ups and e-commerce brands like Urban Ladder, Oyo Rooms and OLX released emotional long-format films around special days like Independence Day/Diwali. There were also brands like Anouk, Omron, and Ziggy that brought taboo subjects to the forefront.
This trend is expected to continue this year as well with more brands taking this route.
Blurring of lines between creative agencies, media houses, PR activations, digital agencies and production companies
Whilst Creative agencies continue to understand, adapt and play to the strengths of the evolving digital medium, and optimise the medium to create brand loyalty for clients in today’s virtual world. The internet and social media will continue to explode with content and there will be an increased blurring of lines between creative agencies, media houses, PR activations, digital agencies and production companies.
Ecommerce advertising focusing on brand building
2015 has been a year of e-commerce advertising, from brands like Snapdeal roping in Aamir Khan to Shah Rukh Khan being signed by Big Basket and Ranveer Singh being appointed as the face of Quirk, this space has been buzzing. Even though the ecommerce players have been active, majority of the communication remained transactional at its core, promoting offers and discounts. This year will see brand building from ecommerce players and see greater rationalisation of content.
Talent Availability continues to be a challenge for Traditional Agencies
Talent availability will continue to be a challenge and infact become a bigger challenge as there is an opening up of more attractive career destinations for young talent. From AIB’s ‘Vigyapanti’ to a plethora of new-age creative hot shops of seemingly cooler options for young talent today.
(With inputs from Piyush Pandey Executive Chairman and Creative Director for Ogilvy & Mather India and South Asia, Josy Paul, Chairman and Chief Creative Officer, BBDO India, Rana Barua CEO Contract Advertising, KV Sridhar, Chief Creative Officer, Sapient Nitro, Bobby Pawar, Managing Director and Chief Creative Officer, Publicis India, Ashish Khazanchi, Managing Partner, Enormous)