1 Minute View: Future Shock for Ad Agencies?

03 Jan,2019

1 Minute ViewMxMIndia columnist and veteran adperson Prabhakar Mundkur has very effectively pictured the state of affairs as they exist in the advertising business. His article appears on MxM today at: http://www.mxmindia.com/2019/01/future-still-fuzzy-for-communication-agencies/

The advertising business in India has had one of its worst years last year. We don’t know if the state of the economy is the cause (demonetisation, GST etc) or it’s a global phenomenon where digital and consulting firms are taking over the business, but the future, as Mundkur writes, is indeed fuzzy for creative agencies. The going is set to be tough for media agencies as their role gets diminished by the Accentures of the world as well as standalone and more agile digital shops.

So is it a cul-de-sac for advertising? Perhaps, if one looks at things from the traditional prism. However, one must remember that people hire the services of advertising agencies for creativity. Creativity in creative work produced, creativity in the form of innovative ideas and creativity in the form of strategy and effectiveness.

If creativity continues to be be the primary driver of an advertiser-agency relationship, the path ahead for creative agencies needn’t be fuzzy. In fact it could well be fun.

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