<b>Shripad Kulkarni</b>, CEO, Allied Media Network Pvt Ltd
These are defining times for media AORs. While we are at the tipping point of digital media, convergence and 360 degree communication channel planning get any advertiser to talk and you will hear loud and clear ‘the industry is caught in a time warp’. So, the innovative ones will survive, the actions taken now will define the top players in the not so distant future.
These are defining times for media AORs. While we are at the tipping point of digital media, convergence and 360 degree communication channel planning get any advertiser to talk and you will hear loud and clear ‘the industry is caught in a time warp’. So, the innovative ones will survive, the actions taken now will define the top players in the not so distant future.With over 23 years in the media industry, Shripad Kulkarni has handled every aspect of the advertising media. During his tenure with agencies like Contract, Clarion and O&M, he has handled and helped build a wide spectrum of brands like Pillsbury Atta, Vicks, Hamam, Fevicol, Philips, Zandu Balm, Moov, Lexi Pens, Bank of Baroda, Sahara One, Johnny Walker and Kalnirnay, to name a few. He soon went on to establish his own media planning and buying agency. He later joined Carat India as COO.
Kulkarni is also known to be a renowned trainer. He has conducted over 200 workshops in Media Planning, Media Buying as well as Ad Sales. He regularly teaches management students at MICA and other institutes. He has also advised many a media in Strategy, Content and Ad Sales.
He is on the board of MRUC and heads its Technical Committee for India’s first outdoor Research survey IOS.
In this interaction with exchange4media’s Shree Lahiri, Kulkarni shares the growth plans for Allied Media, new business management plans, tiding over slowdown periods and more... Q. How did Allied Media tide over the previous slowdown period? How had the company fared then?
Q. Which were the major wins in the year gone by and what were your total billings?
Q. Allied Media aggregated Rs 115 crore during the festive season of 2011. What led to this spurt? What growth percentage are you looking at in 2012?
Q. In a market dominated by heavyweights like GroupM, Mindshare, Lintas, how is Allied Media holding its own?
Q. Allied Media has been actively growing its Delhi office? Could you tell us about some of the steps taken in this regard and what has the business growth of the Delhi office been like?
Q. What are the emerging trends in the media planning and buying space?
Q. There is threat of another slowdown looming large. Are you seeing any impact of this in terms of ad spends and advertisers’ media buying and planning plans?
Q. Post the tie-up with Point Logic, what have been the business gains? How is this tie-up strengthening Allied Media’s offering?
Q. What would be the key growth drivers for Allied Media in the year ahead?
Q. How was the year 2011 for Allied Media?
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