Clients not keen to have in-house creative wing
When it comes to media planning and buying, you have a media department at the client’s end that works in tandem with the agency in question. Can the same not be applicable to the creative arena as well? You have brands that sweat it out on television, only to suffer on account of a mediocre creative idea. A half-hearted brief, a miscommunication of sorts, a misinterpretation of strategy…the anomalies that exist between the client and the agency are manifold.
When it comes to media planning and buying, you have a media department at the client’s end that works in tandem with the agency in question. Can the same not be applicable to the creative arena as well? You have brands that sweat it out on television, only to suffer on account of a mediocre creative idea. A half-hearted brief, a miscommunication of sorts, a misinterpretation of strategy…the anomalies that exist between the client and the agency are manifold.
The answer to these anomalies lies in the brief. As is said, a creative brief is like a roadmap. A good brief leads to imaginative and persuasive ads, and gets you to your destination in double-quick time. A bad brief sets you off in a wrong direction, in all probability to a town called Bad Adsville.
So the brand gets up one morning and sets out for a pitch; the agency in question hides its head in a paper bag; newcomers line up to grab the account. But does a solution to this rigmarole lie in having an in-house ‘creative’ department at the client’s end? After all, who understands the nuances of a brand better than the client himself?
Sulajja Firodia Motwani, Joint Managing Director, Kinetic Engineering, concedes that a great deal of miscommunication does occur between the client and the creative agency, but is not sure if the answer lies in an in-house creative department. “For one, it’s not a scientific field and it requires a creative and an imaginative bent of mind. With media, everything is quantifiable and there is a method to the madness, which enables an in-house media department to coexist with the media agency,” she says.
As for creative campaigns, Motwani says it is all about tactical and strategic thinking coupled with talent, not to mention technological inputs. She feels that the client already has too much on his plate and can’t possibly develop expertise in these areas too. “So the creative business is best left to the agency, with the client assuming the role of the supervisor,” she says.
But N Gangadhar, General Manager, Marketing, Siyaram, believes that in due course of time the concept of in-house creative compartments will definitely evolve. He says, “I think that the relationship between most brands and their respective agencies has reached a point of deterioration. Most brands ask for a certain type of creative product, but they are saddled with another. It makes sense to have an in-house department that will work in close tandem with the creative agency and monitor all possible arenas of film-making and communication. Perhaps there would be a day when almost everything would be done in-house, leading to a lot less complications.”
The views of Harit Nagpal, Vice-President (Marketing), Hutch, are more in line with Motwani’s. He believes that the in-house creative proposition is far from the realm of possibility. “Honestly, that would mean the end of all ad agencies. When the client has an in-house creative department, why would he rely on an external ad agency? Such a scenario seems improbable, as the client is pressed with a million other responsibilities, without having to take on this additional responsibility as well. With media, it’s a different ball game, as everything is about statistics or numbers, which is why a coordinated effort is a practical solution,” he says.
For the present, what holds good for media is apparently not good enough for creative. As more and more brands go fishing for new custodians, in-house creative departments are yet to become a solution.
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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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