As 2014 begins, there are some in the advertising industry who believe that the year will bring a ray of hope after the pressures wielded by the economic climate of 2013, while others like Josy Paul, Chairman and Chief Creative Officer, BBDO India prefer to remain cautious about the year ahead.
Paul believes that it is “virtually impossible” to predict what 2014 will be like. “It is going to be tumultuous year; there are too many forces at play. There is the Football World Cup, and the Lok Sabha elections. It is a year of re-evaluation and, therefore, all this is going to create a new excitement.”
Paul categorises this year as one of “quick reflexes and quick responses”. “It is not about planning 2014, it is about responding humanly, instinctively and quickly to what happens ‘here and now’, not just in the beginning, but throughout the year,” he added.
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