Is the media agency all about rates? Yes? Think again.
Gone are the days when brands hired media agencies to get them better rates. In fact, rates are just one of many things a media agency can help you get.…
The advertising industry must focus on Return on Investment (ROI) to ensure every rupee spent on advertising is considered an investment While officially our advertising industry expenditure (adex) is at…
March rains and crop damage…and why marketers must care!
Unseasonal rains have meant a spell of pleasant weather before a scorching summer. That's an urban story. For the millions of farmers, weather must follow a pattern as crops do,…
Why media agencies ought to be marketers' 'lead partners'! I do not say this because I get my daily bread from the media agency business. Like many other things, marketing…
Best in class media planning for the digital medium
Unlike traditional media; the digital medium doubles up as a medium for transaction i.e. apart from its key role as a carrier of messages (medium as medium), the digital medium…
Agency Ecology ‘Breakdown’? A way out of the vicious cycle
Low remuneration, unsustainable agency P&L, low talent cost, unspectacular agency output... how can one break out of this vicious cycle? With the fragmentation of media (starting in the early '90s),…
