Video: Digital doesn’t have to be a subordinate medium: Vinod Thadani
The COO of Madhouse explains how clients should create briefs for campaigns and not for any particular medium, at the grand finale of IDMA 2013
According to Vinod Thadani, COO, Mad House, clients now want to get deeper into digital. Clients now want to understand digital and invest strategically in it, he said at the grand finale of Indian Digital Media Awards (IDMA) 2013.
Thadani pointed out that digital forms 15-20 per cent of the media mix in other countries and the trend will soon follow in India. Digital does not always have to be a subordinate medium. Thadani explained that clients should not come with a digital brief or a television brief; rather, they should come with just a brief and then let the medium be decided. A lot of times, the nature of the campaign requires digital to be its main medium, which the clients need to understand.
The digital space is growing by the minute and thus, a property like IDMA is very important to acknowledge the work done in this space, expressed Thadani. Mobility is there for the future and thus, work across this space will only increase.
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