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Stepping away from the silo mindset @ exchange4media Conclave 2014

Stepping away from the silo mindset @ exchange4media Conclave 2014

Author | Aditi Raval | Friday, Sep 12,2014 8:49 AM

Stepping away from the silo mindset @ exchange4media Conclave 2014

The stage is set for exchange4media Conclave to redefine the future of marketing.

The 2014 edition of the Conclave focuses on ‘Marketing: The Future is Technology,’ a theme that addresses the growing need for technological integrations in traditional work environments.

Are agencies slowly moving away from the silo culture and adopting the confluence of technologies and integrating them for better output?

This is one of the questions the Conclave attempts to answer with global leaders Tim Andree, Executive Chairman, Dentsu Aegis Network & Executive Vice President, Member of The Board, Dentsu Inc, who will be the Keynote Speaker this year; Geetu Verma, Executive Director, Foods & Refreshment, Hindustan Unilever, John Sheehy, President, Global Operations, Starcom Mediavest, Michael Wall, Global CEO, Lowe & Partners, Mike Cooper, Worldwide CEO, PHD, Vikram Sakhuja, Global CEO, Maxus and Vishnu Mohan, CEO, APAC Havas Media on one stage.

The world is in constant flux and marketing functions have undergone a serious facelift ever since the emergence of the internet. Agencies and brands can no longer afford to operate in silos.

Technological integration is not just limited to agencies or clients operating in the digital domain. Print is also one of the sectors that has largely benefitted from innovations, making it more contemporary and relevant in today’s day and age. Even a traditional and centuries-old industry like print is no longer siloed.

Girish Agarwal, Promoter-Director, DB Corp believes the advent and proliferation of technology has positively transformed the print industry. He said, “There are three-four areas of technology use, one is production and I think in production technology print is doing a pretty good job, second is the technology used in the news gathering or dissemination of news. In the last three years, print has become very aggressive in that.  Also the internet version of the newspapers, in our case, we have almost 350-400-500 million page views on a monthly basis, that number has gone threefold in the last 2-3 years.”

On the need to integrate services for the benefit of the clients, CVL Srinivas, CEO, GroupM South Asia said, “The agency eco-system is so fragmented today, that some clients end up dealing with 25 or more different agencies for all their marketing communication needs. This has definitely affected the thinking on brands. Media agencies are well placed to integrate their services given their natural ability to understand data, brands, consumers and media platforms. Agencies that can do this at scale will quickly move up the value chain.”

Giving a different perspective on agencies working with a holistic and need-based approach today, Jasmin Sohrabji, CEO, SEA & India, Omnicom Media Group said, “It’s not that the agencies are operating in silos. It depends on what kinds of brands and opportunities you have. There are some categories and some brands and some clients who have adopted integration at a higher pace because of the nature of their business. There will be others which are much more traditional, very heavily TV-driven and therefore the opportunities are limited.  It’s not whether the client are adopting or their agencies are adopting technology in the media and marketing space, it’s about different brands, different requirements and we are just suggesting solutions as per client need and adapting to our clients as best as possible.”

Agencies are most definitely overcoming the silo mentality, says Rana Barua, CEO, Contract Advertising. “When you look at people coming on board across verticals, down the line, they are all absolutely well-versed with the world outside, in fact the learnings are infinite when you sit and talk to them. Every day you are learning 50 new things on what kind of synergies are happening, what kind of work and conversations are happening internationally, which is a lot more than before and it is good. It is such a young buzzing agency eco-system, so it is all there in the DNA. It is just about how to apply the ideas and we as an agency work in a very synergetic way,” he said.

The exchange4media Group organises its flagship event exchange4media Conclave every year, as an attempt to bring industry stakeholders – corporates, media service brands and media owners – on the same platform to discuss the changing global communication industry, with specific focus on  India.

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