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Guest Column: There is too much old school in the industry: Santosh Padhi

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Guest Column: There is too much old school in the industry: Santosh Padhi

Digital: We have been talking about this medium for quite some time but nobody has really done a campaign using digital as the lead medium in a holistic manner,  in 2015  not only will the ice break but digital as a medium will explode . 

Mobile Advertising : Mobile advertising will get closer to the heart of consumers. Many more clients and agencies will experiment and explore this medium to create a strong foundation for the coming years.

Young will rule: More young blood will take the lead and set the vision for the industry, be it clients or agency heads, they will do things in their own way as there has been too much of old school in our industry, which that makes us very  safe and cliche, they will certainly bring great amount of  much needed exciting newness to our business.

Transparency: Lack of transparency is what is making our industry less human, both within the agency and the client side.  Greater transparency will surely lead to more great work for the brand and a more humane industry.

Quality: Our quality has improved in the last 5 years across all mediums but, we still have a long way to go to be able to engage with consumers effectively.  Hopefully we will able to invest more in execution, the state of affairs right now can be likened to ‘you don’t spend money on educating the girl but spend unlimited on her wedding’ many clients are waking up to the need to invest more in order to engage consumers effectively, 2015 will see more clients joining this party . 

Small will grow Big: Smaller agencies will keep doing great work and make the bigger agencies work harder.


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