Client confidentiality goes for a toss as ad professionals hop from one job to another
The advertising professionals hop from pillar to post in search of better prospects. While brands go paranoid about revealing their ad spends and devise all their energy towards preserving watertight compartments, there is the one employee layer that behaves like the chequered men in a black and white pawn game. What more, they carry all the watertight information with them, in not so watertight compartments. Doesn't the whole concept of client confidentiality go for a toss then?
The advertising and media industry, with its long working hours, numerous teams, processes and tight deadlines, has undoubtedly one of the most stressful atmospheres among all industries. There is no doubt that these high levels of stress can adversely affect any employee, more so his personal life. Due to this problem either the employees leave this stress-filled atmosphere after a few years for better pastures or those whose stay back become so drained that their productivity declines.
This explains why advertising professionals hop from pillar to post in search of better prospects. While one problem is of sustaining and developing talent, the other aspect of it is client confidentiality. While brands go paranoid about revealing their ad spends and devise all their energy towards preserving watertight compartments, there is the one employee layer that behaves like the chequered men in a black and white pawn game. What more, they carry all the watertight information with them, in not so watertight compartments. Doesn't the whole concept of client confidentiality go for a toss then?
Said Vikram Sakhuja, Managing Director, Mindshare Fulcrum South Asia, "To build loyalty, an organisation has to live out an employment contract as well as a psychological contract with its employees. While the employment contract deals with nature of the job, pay and career progression; the psychological contract deals with motivating, mentoring and investing in the development of our people. The unfortunate part is that despite being a peoples' industry we are not doing a very good job of fulfilling both elements of the contract. Our working style is highly chaotic, partly due to shifts at the marketers end. In fact, I would go on to say that marketing as an industry operates very chaotically. Plans and executions are changed all the time. The media folk face the brunt of previous inefficiencies. There is a disregard towards following system protocols and data mining and analysis remains highly labour intensive. Net impact is a lot of late last minute working which takes the joy out of creating and achieving great things for brands."
How is Mindshare seeking to better the situation? Sakhuja said, "We have our people sign off on client confidentiality agreements for a certain period post their leaving. However, I admit that it is not easy to administer. We have put in a huge investment in back office system infrastructure that will ease the grunt work in a big way. In addition, there is an integrated HR strategy wherein appraisals, rewards, development plan, goal setting and career management are all dovetailed into one another."
Ali Merchant, Head, Triton Communications, said that there is indeed a problem of retaining talent within the advertising Industry. He said, "It is imperative that the advertising industry develops good enough HRD policies to make the life of the employee more comfortable not only in the office but also at home. But sadly, HRD practices in many advertising agencies are primitive in comparison to HRD practices in other service industries like software and financial services. In the 70's and the 80's, advertising was at its peak. The five-star lifestyles, the proverbial poodle and huge pay packets were all there for the taking. But now when the revenues for the advertising industry are taking a dip, and things are not quite like the yesteryears, the professionals employed still continue to expect that kind of remuneration. And when they don't get it, they move out in search of something better."
Piyush Pandey, Chairman, O&M, believed that at the employee churn-out is still not commensurate to the rate at which brands swap agencies. Pandey said, "What client confidentiality are we talking about? Brands swap agencies so often that it's difficult to keep tabs on which account disappeared where and at what point of time. But yes, the advertising industry has been slowly but steadily losing good talent. Adding to the problem is the fact that the industry has not been able to replace the good talent with equally good talent. The time has come for the advertising industry to realise that it has no alternative but to take immediate steps to make the industry attractive to good talent. How do you make people stick on to your organisation, that's a question which most ad agencies are still deciphering."
The advertising guy is no longer the carefree yuppie that he used to be. Flashback and you arrive in the good old days, when everybody left the office at 5.30 pm and advertising professionals were blessed with five-star salaries and the proverbial poodle. Today, life is slightly more difficult for anyone who's ever walked through the glass doors of an advertising agency. What 's really there, is long working hours, tired employees, tight deadlines and clients who expect to unleash creativity like ketchup from a bottle.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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