Anchor | One Big Idea by Ambi MG Parameswaran: Build a broad-based talent cadre, build the country’s GDP

21 Jan,2013

By Ambi MG Parameswaran, Executive Director & CEO, Draftfcb + Ulka

 

Advertising industry and advertising spends are at a paltry 0.5% of the GDP of India. Even smaller countries like Malaysia have almost 1.3% of GDP spent in advertising. As our country develops I believe we will need to help brands connect with consumers, educate consumers and help them develop better tastes. The options of reaching consumers is dramatically changing with new media and new activation options exploding around us. We are still working in silos and trying to build narrow pipes between silos.

 

The Big Idea that I can suggest for a rapid transformation of the industry is the development of a base of talent that is a lot more broad-based than what it is today. Can we create a new breed of advertising professionals who can play the role of understanding what role each media can play, how the brand message needs to be tweaked and how the entire game is to be played?

 

If the industry can help create a new generation of advertising decathlon players, we will be able to realize the dream of making advertising contribute about 1.5% of the national GDP. This in turn should help improve consumption and drive overall GDP growth to 8%+ levels.

 

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