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Quick Recap: S Swamy on agencies’ absence from Goafest; Pitch fee getting the nod?; Spends swing between IPL & polls

26-April-2014
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Quick Recap: S Swamy on agencies’ absence from Goafest; Pitch fee getting the nod?; Spends swing between IPL & polls

A look at some of the major developments and issues that were under discussion during the week...

Token participation & not winning adequately also reflects poorly on agencies: S Swamy

Participation of agencies for Goafest 2014 has been a question mark, given the disappointment over last year’s festival. Speaking to exchange4media on the reasons for agencies abstaining from sending entries to Goafest this year, Srinivasan K Swamy, Chairman, Goafest Organising Committee said, “One, of course, is due to the disappointment with some agencies on how the awards were withdrawn and reinstated, leading to unfortunate backlash in other award shows. Further, this also embarrassed the people with their international counterparts when they had to offer some explanation. A few agencies have decided to wait out a year to see how the awards show gets handled. The other reason is that there are just not enough ‘good’ work for them to enter. Token participation and not winning adequately also reflects poorly. A few, therefore, will stay away on this score.”

Advertisers softening stance on pitch fee?

How acceptable is agencies charging a pitch fee in our current scenario? Taproot India, Law & Kenneth Saatchi & Saatchi, and Creativeland Asia are a few agencies that charge a pitch fee. Is the brand marketer’s reluctance changing to acceptance? Agency honchos such as Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot India; Anil Nair, CEO & Managing Partner, Law & Kenneth Saatchi & Saatchi; and Sajan Raj Kurup, Founder and Chief Creative Officer, Creativeland Asia; and advertisers such as Karthi Marshan, Head - Marketing, Kotak Mahindra Group; and Anil Jayaraj, Chief Marketing Officer, Pidilite Industries share their views.

Marketers balancing spends between news and IPL

News and IPL have continued to be favourite properties on TV among brands this year. Though a clear fragmentation is not visible, in some cases budget allocation towards news has increased without affecting IPL spends. As both the events have collided with the financial year closing, for many companies priorities have played a key role in budget allocation. The key point, however, is that in both the cases, the prime target is the male audience.

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