“It is time to come together. It is time to know who knows the best in the business of communication,” said Harit Nagpal, Managing Director and Chief Executive Officer, Tata Sky, while addressing the creative adlanders at Goafest 2013.
According to Nagpal, in the process of getting the right piece of communication on the table, brands and agencies still follow the old schools of thought and end up building complexity.
There are four areas wherein brands and their agency partners need to come together before defining their communication strategies:
Nagpal believes that the myth that agency partners should help in generating business and bringing marketing strategies to the table should be broken. Also, agencies need to realise that their role today is specific in nature and should not get into promising skills that they are not specialised in.
Once there is clarity in role specification, brands and agencies can come together and bring in insights which are specialised in nature. This will lead to generating better communication results.
Simplify business of communication
Today the business of communication is getting complex, said Nagpal. There was a time way back in the 90s when marketers asked their agency partners to build a 360-degree campaign using only television. Now, consumers are exposed to multimedia at the same time. With this, consumption patterns have changed. Consumers are now viewing each medium of communication with a different lens. Considering these facts, brands and their agency partners need to come together to design their communication campaigns with much more clarity.
Flavour of specialisation
Nagpal is of the opinion that the need for more talent is of a concern today in communication business. It is high time that brands understand the need to be selective while designing targeted communication. It is time to think beyond a 30-second advertisement. Brands need to get going to invest time to understand what communication design fits best to which media vehicle.
Cost cutting is not the way out
Brands are still apprehensive while investing their money. This fear should be broken. Brands need to take a risk to experiment and understand what works for them best when it comes to communicating their brand idea.
It is the agency partners who can help brands gain confidence in their talent. If agency partners are able to convince clients in this area, it will be interesting to see a lot of unexpected changes in a brand’s communication plans. Some can really break the clutter, while some can turn out to be learning experiences.
Goafest 2013 coverage on exchange4media is presented by Patrika group.