ISA hosts first knowledge Series Session with media agency and brand leaders

The Indian Society of Advertisers has been the flagship national body and unique voice of advertisers pan India for close to 70 years.

e4m by exchange4media Staff
Updated: Jul 28, 2020 8:35 PM
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As part of the knowledge series hosted by the The Indian Society of Advertisers (ISA), eminent speakers from media agencies and brands recently participated in a discussion about decoding the new normal in media and communication in the wake of the COVID-19 pandemic.

 It must be mentioned that The Indian Society of Advertisers has been the flagship national body and unique voice of advertisers pan India for close to 70 years. 

 The ISA stands for education, representation, protection and support to the advertisers. It works in excellent fraternity relationship with other Industry bodies involved in the Indian advertising, marketing and media industry. 

 The ISA is a founder member of the WFA (World Federation of Advertisers), Brussels. It’s one of the three constituent bodies of BARC (Broadcast Audience Research) and one of the founders of ASCI (Advertising Standards Council of India). Members of this body represent companies that generate more than two-thirds of the national non-government advertising spends in the country. 

 ISA Knowledge Series

 In line with education being one of the objectives, the Indian Society of Advertisers (ISA) has instituted the ‘ISA Knowledge Series’ to support and add value to the learning of our advertisers.

 At the outset of the discussion on “Decoding The New Normal in Media and Communication”, Y Harakrishnan, Secretary General of the ISA extended a warm welcome to the speakers and participants that comprised the ISA members, other advertisers and Industry associates.

 Rajiv Dubey, Media Head (Dabur India), on behalf of the ISA core media committee introduced the speakers that included eminent names like-- Prasanth Kumar – CEO (South Asia), GroupM, Tushar Vyas – President (South Asia), GroupM, M A Parthasarathy (MAPS) – CEO (South Asia), Mindshare, Vishal Jacob – Chief Digital Officer, Wavemaker and Karthik Nagarajan – Chief Content Officer, Wavemaker.

 The key discussion points covered during the session included: What will this new normal look like, Observations on the changes in consumer behaviour, Impact of such changes on the media landscape and Challenges that we foresee and how can brands be read.

 Speaking at the session, Tushar Vyas, President, Growth and Transformation, GroupM South Asia, underlined  the challenges faced by media agencies.

 “Lower advertising has resulted in revenue impact for agency business like many other business segments.However, the lockdown period has both been challenging and invigorating. More frequent engagement with clients/ teams led to innovative brand solutions across sectors. In my view, this period is to be looked at as an opportunity to future proof ourselves and not be myopically looked at as challenging. We as an industry adapted to the situation pretty fast and to a new way of working. I see a significant focus across the organisation on upskilling and talent development”, said Vyas

 He also spoke about the upcoming festive season and how it could bring in the missing buzz as far as ad spends are concerned.

 “Festive season is likely to see increased marketing activity compared to Apr-Jul 2020. However, this depends on the COVID-19 curve flattening across various parts of India. Sectors like FMCG, e-commerce, auto (used & new, entry-level segments across motorbikes/ scooters/ cars), offline retail (apparels and accessories), handsets, new age media are likely to have higher presence compared to the much-impacted Apr-Jul 2020.”

 Sharing thoughts about Decoding The New Normal in Media and Communication, Y Harakrishnan, Secretary General of the ISA said, “The new normal has brought about changes in consumer buying behaviour and media consumption. There has been significant growth in digital content and TV viewership. Brands that were focussed on traditional marketing are now moving progressively towards digital.”

 “Covid 19 has pushed brands to charter into unexplored areas of advertising and marketing. The advertising budget is now emphasized more on digital and mobile marketing rather than traditional marketing. Many brands changed their communication from their regular themes to themes which talked about inspiration, caring and ease”, he further added.

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