Inspiring others to dream more, learn more and do more, Jim Hytner, G14 CEO and President of Global Clients, IPG Mediabrands, has emerged triumphantly in his new role, increasing collaboration and efficiencies across the multiple agencies in the IPG Mediabrands network.
This role sees him lead all three global brand networks – UM, Initiative and BPN – together with Mediabrands assets across a collection of the greatest markets in the world.
Hytner doesn’t like to talk about emerging trends in the media landscape because, according to him, the dumbest marketer is one who wants to be a part of the newest trend; by the time one becomes a part of the newest trend, another trend emerges!
Highlighting the difference between the Indian market and the other 13 markets in the cluster, he said, “The media landscape is different because India is growing. You think that the economy is slowing down, but compared to the UK, Germany or even China, India is a great growth market for us. So, when I come here, I feel happy because we have the best chief executive in the G-14 over here – Shashi Sinha. Secondly, the economy is dynamic and vibrant.”
He expects great things from India and talked about the Interactive Avenues deal being a part of an aggressive acquisition strategy in India. “We want India to take a leadership position in G-14. Digitally and media-wise, India is very advanced; so IPG looks at India like in the 1990s it may have looked at the UK, as a vibrant dynamic market that is going to lead the world. Shashi is one of the best leaders in IPG. So with Shashi leading, India can do anything,” Hytner said.
He still believes that there are some areas where the agencies need to work on to become even more successful. “With all our media operations, including India, our planning needs to be stronger. All agencies are now full of creative young people who have grown up in the digital age, so ideas are plentiful but conventional clients still want a great plan,” added Hytner.
The agency has been doing some great work on Coca-Cola, Microsoft, Tata Motors, Unilever, etc. According to him, the media marketplace is competitive so there is a need for great clients who want great work to survive.
Hytner stated, “I believe India is more dynamic than US or UK. In India, everything is possible; so for companies who are not here, it is welcoming commercially. There are some fantastic agencies that can help market their brands. Since it is a growing market, consumers are interested in new brands unlike Western Europe. It is easy for marketers to access consumers in India through mobile and advanced technology.”
There has been slowdown in terms of ad spends in many markets and the marketers have revised their growth forecasts. “In the G-14, we have the big European markets. Russia is vibrant and growing. The recession in Europe seems to be over and clients have not withdrawn as much I would have thought they would. We have a great mix of global and local clients, so when the global clients have not spent, the locals have spent and when locals have squeezed, then global clients have increased their spends. G-14 is interesting because we have markets in Latin America, Asia-pacific; Australia is incredibly powerful as an economy. The media spend has been just above the slowdown. So I agree, it’s slow but not as slow as you think,” he added.
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