There have clearly been three key phases in the evolution of media in the last 25 years, namely, the era of media planning, communication planning and now people are beginning to talk about digital, said Vikram Sakhuja, Global CEO, Maxus, while sharing his thoughts on shifting media mindset at the 13th edition of exchange4media Conclave, held in Mumbai on November 25, 2013.
“But not much has changed in these 25 years. While some of the approach may change, the net result and how the plans look is not fundamentally different. Hence, I believe this is a very interesting topic chosen for the Conclave this year. There is too much of sameness happening in Indian media planning. There is a huge scope for change,” he added.
Sakhuja observed that a lot monies is moving into digital from other media – be it print or television.
“I also see digital being integrated into main media plans, truly integrated and not just addendum,” said Sakhuja.
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