The crucial challenge is all about markets. It is all about being able to justify the fee or the revenue which the agency merits. I think that is the biggest challenge. There is tremendous pressure and if you are able to demonstrate the value which you add to the client’s business and therefore, justify what you truly deserve as remuneration. The challenge linked to that is to have people who have the capacity to deliver on that platform.
Kamal Oberoi is a much respected figure in the Indian advertising industry. He’s currently the Chairman of M&C Saatchi which he set up in 2005. In two years time, M&C Saatchi got the unique distinction of being ranked among the top 20 agencies in India by Economic Times.
Prior to this, he spent over 20 years at J. Walter Thompson, heading JWT India as President. During his tenure there, he developed a strong market strategy for JWT, expanded the client base and enforced rigorous productivity norms. He successfully headed JWT’s offices in Delhi, Bangalore, Chennai and Kolkata. Under his leadership, each operation grew in profitability, client profile and employee morale.
Oberoi has stewarded brands like Pepsi, ITC (BAT), Hero Honda, Nestle, Ford, Levis, GSK, Frito Lays, Kingfisher beer, Unilever’s tea brands, Pizza Hut, Jet Airways and Bajaj Allianz.
Oberoi holds an MBA degree from Faculty of Management Studies (FMS), Delhi and B.A Honours degree in Economics from the University of Delhi. He has been a member of Executive Committee of the National Culture Fund (Dept. of Culture, Govt. of India)
In conversation with exchange4media’s Preeti Hoon, Oberoi talks about the way ahead for the advertising industry.