Sam Balsara Chairman & MD, Madison World, Nigel Wark, Executive Director - Marketing Sales & Services, Ford India, Satyajit Sen, CEO, ZenithOptimedia and Praveen Sharman, Head of Media Sales, Google India share mantras to survive and thrive in 2012.
2012: Caution is the Word
Industry experts have predicted 2012 to be the year of caution. While the overall advertising pie in India is predicted to grow by 9 per cent, Sam Balsara, Chairman & MD, Madison World, shares that it will mean different things to different media. Digital looks bullish, but other mediums may not grow as much. It is overall a difficult year, according to him. Satyajit Sen, CEO, ZenithOptimedia, agrees to the growth rate predicted. He also states that unlike last year, which had the ICC Cricket World Cup and other big sporting events that pulled consumer passion and thus advertising spends, this year seemed dull even for the Indian Premier League until now. The softening of sentiments has become apparent.
The Digital Surge
The apple of every marketer’s eye today, digital is expected to see a 50 per cent growth in the year 2012. Nigel Wark, Executive Director - Marketing Sales & Services, Ford India, is optimistic about the medium and shares that at Ford the budgets for digitals have already been doubled. He also talks about his expectation from agencies. Praveen Sharma, Head of Media Sales, Google India, and Satyajit Sen, CEO, ZenithOptimedia, elaborate the reasons behind the growth of digital in this video.
Who Will Rule the Roost?
Print, digital, television, outdoor --- advertising budgets are distributed amongst various media today. Which medium will take the most in the coming year? Who will rule the roost? Sam Balsara, Satyajit Sen and Nigel Wark share which medium, according to them, will be the winner in the coming year.
Words of Wisdom
While the road ahead looks tough, there definitely are certain measures that agencies, planners and buyers and marketers can take to tackle the challenges predicted ahead. Sam Balsara shares his thoughts that will help agencies, planners and marketers navigate the tough times.