Top Story

Home >> Advertising >> Article

Digital has eaten into both TV and Print: Debraj Tripathy, MediaCom

06-November-2017
Font Size   16
Digital has eaten into both TV and Print: Debraj Tripathy, MediaCom

MediaCom India is among the top five agencies in the country and is a part of the leading advertising media conglomerate GroupM. It enjoys the prominence of being one of the most productive and innovative media agency in India and has won multiple awards for its work.

In a chat with exchange4media, Debraj Tripathy, Managing Director of MediaCom, shared his viewpoints on how the audience perception has changed in the last few years.

What is the USP of MediCom?

We believe content and its efficient and effective distribution drives brand results. A systems approach rather than a “silo” approach to distribution of content is what we follow. We believe every mode of content distribution impacts and affect every other mode. Planning for all these modes of distribution, together and taking their mutual impact into consideration is far more effective for brands. This is what we call systems planning. Systems planning is linked back to an outcome – sales/ market share/ brand health parameter etc. rather than a media output. We call process by which we get to building these system plans and their execution with 20|20 Connections.

What are some of the key challenges you have faced in the last few years?

If there was one challenge that I would name, it would be getting ready access to the right talent. Thankfully we do not lose people, we have the lowest attrition rate in the industry. This has helped us manage the talent challenge to quite an extent.

Could you tell us about the media buying and selling industry? How has it evolved over the years?

Media buying and selling has moved from being relationships led to being more data and analytics led. The growth of digital has led to programmatic buying. The relationships haven’t died but have been bolstered by number driven decisions. Both buyers and sellers are far more accountable now than they were earlier.

How has the audience perception changed in the last few years and what are the new tools or strategies that you’re adopting to cope with that?

The audience has become far more discerning. Their attention span has decreased. Media consumption profile has changed. Digital has eaten into both TV and Print etc. In a nutshell, it has become increasingly difficult to reach a sizable portion of the target audience enough number of times within a given budget. Systems planning are designed to exactly address this. Multi-media optimization based on strength of connections between various media touch points and delivery capacity of each medium, all linked to a business outcome, is how we have addressed these changes in audience behaviour.

What is that one piece of advice you’d like to give to upcoming marketers?

Media is far more complicated and involved than what it was 10-15 years back. It is best managed by specialists. Leave media decisions to your media agency. You will not regret it. Efficiency is important but effectiveness of your media investment trumps efficiency hands down. Is 5 per cent efficiency more important or a 5 per cent increase in sales? Just think.

What are your top three favourite campaigns?

Three of my favourite recent campaigns are: Ariel’s Share the Load, Flipkart (Kids as adults) and Airtel 4G Challenge.

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

right
left
ADVERTISING INDUSTRY GATHERS TO HEAR RAJAN ANANDAN AT AAAI SUBHAS GHOSAL MEMORIAL LECTURE BW BUSINESSWORLD MARKETING WHITEBOOK SEES KEY MARKETING LEADERS AT LAUNCH IN BENGALURU MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG

FabAlley digital campaign features fashion influencers proclaiming the bold message of believing in being just fab, irrespective of one’s size, shape, height or weight

The Mirzya fame actor will endorse the entire range comprising Lip, Eye, Face and Nail colours

SBI Life Insurance's ‘Main se Hum’ campaign establishes a sharp focus on the company’s portfolio of protection products