Top Story

e4m_logo.png

Home >> Advertising >> Article

Agencies should graduate to brand consulting services, say experts

28-April-2004
Font Size   16
Agencies should graduate to brand consulting services, say experts

Advertising agencies need to evolve from just being ad campaign developers to brand consulting firms in order to survive in the increasingly competitive markets in the coming years, observed Atul Tandan, Director, Mudra Institute of Communications, Ahmedabad (MICA), while talking to exchange4media.com in the sidelines of Conclave 2004 at Delhi.

Further elaborating the argument, he said the boom in specialised sectors like pharma, IT, telecom and retail business has thrown up vast opportunities before market players. However, these sectors required integrated specialised services. “Agencies need to offer services on brand communications, brand asset management, media marketing and event management – all under one umbrella,” he added.

As he informed, MICA was soon to begin a research on how advertising agencies needed to evolve from their present status. “Outside help for conducting this study will also be sought and the activities will kick start in the coming few months, said Tandan.

Supporting the academician’s view, Arvind Sharma, Chairman and CEO, Leo Burnett, said advertising in India had come of age. “The increasingly competitive market requires specialists and not generalists. A bouquet of services need to be provided to clients by advertising agencies,” he added.

Brand consultancy is certainly the next big progression for advertising agencies in the coming years. Bigger agencies need to gird their loins to tackle accounts of corporate majors by providing complete range of services under one umbrella. As per the client’s needs, assignments like event management also need to be handled by agencies, remarked Santosh Desai, President, McCann Erickson.

PV Narayanamoorthy, Regional Director-Strategic Resources, Carat Media Services Asia Pacific, said the new avatar of ad agencies in the coming years was of brand consultancy. In fact, most of the biggies have already started providing a host of other services alongside developing ad campaigns. “The new-age commercialisation of dawned and competition can be fought only by giving clients consolidated services,” he said.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by