Every advertiser has dealt with media and creative agencies at some point of time and would have several experiences to share, some pleasant and some not so pleasant. But Arunabh Das Sharma, President, BCCL, had a very different perspective to share at the Advertising Conclave of Goafest 2013, which comes from the fact that he has interacted with agencies in different capacities… at various times as an advertiser, media buyer and media seller. The Conclave, themed ‘Time to Listen’, highlighted shortcomings in the working of media and creative agencies, as perceived by advertisers.
“Everyone would agree that advertising on television is now limited to the 30-second ad and this is one of the things that limits great advertising,” Das Sharma said. “There’s life beyond the 30-second TVC. As soon as the brief is generated, people start visualising how it will look in 30 seconds.”
Apart from the way a 30-second ad is created, Das Sharma also feels separate creative and media planning has affected the industry. “Account planning was an important part of the agency business. There’s a genuine lack of market insights now, which leads to non-breakthrough creatives,” he said, adding, “Media planners are subservient to the buyers and no high quality media planning happens. What happens is high quality media buying.”
Das Sharma also shared his thoughts on high attrition rate in the agencies, which leads to a decline in the quality of work. “There’s a struggle to match compensation in other sectors to attract the right talent due to high attrition rates. We need the ability to retain good talent and look why we can’t retain them,” he pointed out, explaining that high attrition rates cause inconsistency in quality of work and thought process, which can lead to a disastrous ad campaign.
On a lighter note, he said that the lame excuses agencies make when they fail to deliver range from “stuck in traffic” to “printer ran out of ink” and everything in between.
Goafest 2013 coverage on exchange4media is presented by Patrika group.