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Indian Media Industry-Newspapers, Magazines, TV, Radio, Internet
Indian Advertising
Marketing, Sales and Media professionals speak
The business
of media, advertising and marketing is driven by one resource-People.
In this knowledge driven industry, its people's ideas and accepted
wisdom, which shape winning strategies and success stories and at
times lead to major failures. So, it becomes imperative to study
and ponder on what they say, when they say and how they say. Dialogue,
exchange4media's interview of the week each time attempts to get
into the mind of these honchos, to understand where media, advertising
and marketing industry is headed.
Dialogue aims to inspire the readers, enrich their knowledge quotient
and keep them ahead of the curve in the media planning, media buying,
media management across different vehicles--print media, television
media, radio and internet. Dialogue additionally explores emerging
trends and latest thinking in the areas of marketing, sales and
brand management.
Know it all at one click.
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here to view media, advertising and marketing professionals interview
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Creativity in advertising is not writing a story with a twist in the end. Real creativity is to crack a problem and give a solution that builds value for the client. Real creativity is all about generating relevant insights, breaking barriers and changing human behaviour.
KV Sridhar, NCD, Leo Burnett |
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| The first job of KV Sridhar, better known as Pops, was to hand-paint billboards for Bollywood films. In his first real job after college, he rose from an intern to the head of art department in 18 months. Today, he is National Creative Director of Leo Burnett India and a familiar face in the Indian ad world.
Along the way, Pops has worked at many leading ad agencies in India and managed clients like Unilever, P&G, Johnson & Johnson, Heinz, McDonald’s and Coca-Cola. Under his creative leadership, Leo Burnett India went on to win Agency of the Year in the Leo Burnett global network twice.
Last year, Leo Burnett India won six Lions at Cannes, including two Gold Lions, Print and Outdoor Grand Prix at India’s GoaFest and multiple awards at all major award shows, including One Show, D&AD and Clio. He is credited with the emergence of Leo Burnett as a creative powerhouse in India. ‘Creativity’ magazine ranks Leo Burnett India among top 20 creative agencies in the world.
Pops has been on several Indian and international awards juries and was Chairman of GoaFest Outdoor jury last year. He likes to paint and spend time with his two children.
In conversation with exchange4media’s Pallavi Goorha Kashyup, Pops talks about India’s performance at Cannes Lions 2009, the impact of the economic slowdown, and Leo Burnett India’s growth plans.
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Recent
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I don’t think recession is fun at all, far from it. I think they are very painful, I don’t think reducing headcount is fun. It can be described any way but that way. It is a difficult time. The prospects of the industry are strong because of different reasons -- globalisation, over capacity and shortage of human capital, internal communication, distribution importance for retailers, CSR, centralisation, rise of new types of country manager -- this is all good long-term stuff. But the short-term is very painful.
Sir Martin Sorrell, CEO, WPP
June 26, 09 |
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During the start up, everyone jumps in everything. But now we have put together functional experts. We started putting structures. We identified areas and levels that we needed to build in, and in essence would strengthen the systems. You will see this pan out in the next few months, and each of the core functions would see people coming in different levels. The thought is that essentially it has to be a system-driven company. If you are talking a league, you cannot be driven by individual decisions, there has to be a system and process in place and people have follow tem with conviction.
Rajesh Kamat, CEO, Colors
June 19, 09 |
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Scam ads have became a global phenomenon ever since they were promoted by a few creative directors many years ago. Small countries like Singapore led the charge towards scamming, thanks to some influential creative directors who were placed there. The justification for scam ads was that it pushes the envelope on creativity and keeps creative people happy. Advertising is perhaps the only art that encourages scam for recognition by the profession. You can't win an Oscar with a scam film. It has to be real.
Prabhakar Mundkur, Chief Executive Officer, PerceptH
June 12, 09 |
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There is a need for quick information in sectors like business, finance or new products, where people will be relying more on the Internet. But there are magazines such as lifestyle or that have aspirational subjects, where people would want to go through the emotional experience of reading a magazine. In special interest or niche segment, the demand for print will still exist. However, even for the Internet, there will be a need to move to paid content, where one can access exclusive news.
Patrick J McGovern, Chairman of the Board, IDG
June 05, 09 |
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As an industry, especially from an Indian perspective, agencies have always been underpaid for their true contribution. Ideas have been our only asset, and for ages, our short-sighted and self-obsessed agency heads have subsidised the cost of our valuable ideas in the fat media commissions that agencies made. Which was all very well till the media companies smelt the opportunity, re-engineered their lives, and scurried away with most of the money that was to be made. Leaving a whole school of gifted yet naïve advertising professionals (both servicing and creative) flopping on barren sands.
Prathap P Suthan, National Creative Director, Cheil Communications
May 29, 09 |
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We are a drama critic – we are going to have good reviews and bad reviews and that is what people like about content. In Forbes US, hardly an issue goes by when we have not offended some company who is a customer but when you have strong audience, they will come back – CEOs change. I used to be involved in US politics, and I have been subject to some very hard, nasty stories, so when someone calls to complain about something we have written in either print or online, I tell them, I can feel your pain but life goes on, you will survive.
Steve Forbes, Chairman & CEO, Forbes Media LLC,Editor-in-Chief, Forbes
May 22, 09 |
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The Indian advertising industry needs to acknowledge the role of execution and, therefore, needs to put in a lot of effort in that regard. I have noticed that as an industry in India we put in lesser effort on execution as compared to international agencies. Hence, this could be one of the reasons that India scores lower than normal in the international awards front.
Aniruddha Banerjee, President & COO, Publicis Ambience
May 15, 09 |
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