Das ka Dum with Dr Bhaskar Das | There have been cases of ad agencies clashing over credit. Do you think there is need for an ombudsperson?

05 Dec,2022

Bhaskar DasIt’s perhaps something that ought to happen. Even if it’s not in the form of an ombud~. So we asked Dr Bhaskar Das the question for the December 5 edition of Das ka Dum. Read on…


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Q. There have been cases of ad agencies clashing over credit for work done. Do you think there is need for an ombudsman?


A. With the tight cash flow position in the market due to variety of factors in global and Indian markets, it’s a Catch-22 situation for both creative and media planning and buying agencies. When clients have business headwinds, they generally expect their agency partners to empathise with them. At the same time, agencies survive dominantly on intellectual capital/ right brain capabilities (without jettisoning left brain capacity completely) and that’s their real Capex. When there is supply-side squeeze, how would they invest in talent to offer superlative services?!


I wonder if a mutually agreed ombudsperson can mitigate the challenge completely. I wonder if an idea of credit rating agency evaluating credit worthiness of a client would be acceptable to both the partners.


But whatever may be the solution, it should be mutually agreed upon for genuinely appreciating the interdependence of their relationship and agencies need to be united in combating this challenge, if you may will. This is not the time of any frictional loss. It’s the time to be collaborative and symbiotically face the challenges of PERMACRISIS ( not my coinage but the chosen word of Collin’s dictionary to reflect the state of the business environment).


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