perspective is lead more by identification of target consumers for whom solution must be tailored. Agencies needed to work in partnership with the client. Said Bhasin, "Clients today want their agencies to understand the business inside out and then deliver solutions that meet business objectives."

When Meenakshi Madhvani - CEO, CARAT was asked about the agency perspective on the issue, she felt too much was being taken for granted and media solutions being provided left much to be desired. Said Madhwani, "Most media services companies are not delivering good media service. They are taking clients for granted."

She attributed low compensations as a key reason. "How can you build capability, build talent, when you are cutting down commissions just to retain business?"

Madhwani also questioned the current practice of clients' reviewing their accounts every year. She stated, "14 month syndrome has also become a reality in the media business. Clients also put up their businesses up for bid every year, while agencies may be unwilling to invest too much, it becomes a catch 22 when agencies start milking 14 month business while they have it!"

Ashish Bhasin was categorical when he said the industry was "Absolutely not giving a good media solution." The problem he saw was the "industry is so lazy that we don't even know what is media". 'The head count reach cannot be talked about when media reach itself is yet to be provided,' He argued. The clients are also lazy, he felt, and though the improvements are happening within media, he felt the future perspective has to remain 'on the bigger picture outside current media planning-buying AC office approach.'

Andre Nair, reacting to the topic of discussion, said "The real question we must address the issue of delivering marketing solutions thru media channels. That really is what agencies should be concentrating on. As a result we excessively focus on measuring CPRP. We must instead focus on Cost per Awareness Point or Sale." He added that in his opinion media solution could be improved significantly.

Apurva Purohit added another dimension to this debate. She said, "All three parties, Client, Media Agency and Broadcaster should work together to improve impact of ad spend."

LV Krishnan offered a solution when he said, "Media agencies should focus on delivering a great intellectual product and should outsource jobs like post campaign analysis and spend analysis."

The moderator Amit Agnihotri then posed a question, "Is our excessive focus on media Rates standing between delivering a better solution?"

The panel broadly agreed to this observation. Andre Nair, Ashish Bhasin and Meenakshi Madhwani opined that clients are now looking beyond rates and appreciate a strategic solution.

Said Andre Nair, "I think client are getting more receptive to strategic planning solution. We will do disservice to our industry if we only focused on rates. We as industry must push sound planning service."

Said Madhwani, "Clients today are realizing that 10 grams of screw is better than 1 kilo of nails! In any case rates are driven more by clients and less by agencies. Clients will get virtually the same rates if they move business from one agency to the other."

The panel provided for intense introspection and some self-flagellation. Panelists agreed that much needed to be done to improve the delivery. Some solutions like accountability, integration and changing mindset emerged.

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