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Future is collaborative: Michael Maedel on Contract’s 25 years

25-November-2011
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Future is collaborative: Michael Maedel on Contract’s 25 years

Even though it has grown under the shadows of JWT, Contract Advertising has been able to build a unique stature of its own in the 25 years of its existence. The year 2011 has been particularly impressive for Contract as it bagged accounts like HSIL, Google, Moneycontrol, Ashok Leyland, Piramal Realty, Corelle Kitchenware, Cavinkare’s Chik and few others, making it one new win almost every month.

Talking about the performance of the agency and the way forward, Michael Maedel, President, JWT, and the top voice for Contract said, “We want to build on the strengths we have developed over last 25 years. The world, however, is changing and we can no longer be complacent with the old paradigms. Clients today want agencies to be knowledgeable about every channel available and guide them on the best possible option. The future belongs to agencies that are prepared to capture the best from around the world. Collaborative preparation, gathering the best in terms of creative and strategy from around the world to benefit the client most will define everything.”

Agreeing with Maedel, Ravi Deshpande, Chairman and Chief Creative Officer, Contract Advertising, added, “We need to adopt the best from around the world. The communication has to be a beautiful and effective choreography whether the music is taken from one country, idea from the other and execution at another.”

So what would be in store for the next couple of years?

Answers Umesh Shrikhande, CEO, Contract Advertising, “Today, you cannot keep beating around the bush for an award you won two years ago. You have to make endeavours to bring out something unique, something unusual and something new every time. It’s like being on a treadmill, constantly generating ideas and producing exceptional content. Delhi and Mumbai are both very crucial markets for us. We plan to strengthen our long lasting relationships with clients and also focus on Delhi as a market.”

The agency also has aggressive plans to grow on the digital front. It is in the phase of identifying the right partners for itself to leverage the medium. Maedel explained, “Yes, we are very keen on growing at the digital front. An acquisition is on the anvil, but we can’t talk about it right now. Acquisition helps more as people then take you as a strong and a serious player, which is very important.”

Maedel concluded by mentioning three major focus areas for the agency in the near future. He said, “Broadening of services, further improving the creative output and changing the talent mix will be high on the agenda for the next couple of years. We now need to bring in people from various disciplines who can think quicker in the age of real time communication.”

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