Gopinath Menon, Senior VP-Media, TBWA India, takes stock of the changing
environment that has had an impact in the way advertising agencies function
today, and how this has led to erosion in the respect that this profession
once enjoyed. To change this decline, he suggests that agencies should
charge for pitching for a new business and that should be a diktat -- anyone
deviating from this should be warned and later blacklisted by all agencies
and also by the media.