Head, Brand & Marketing Communications, Panasonic India
On challenge of abundance of data: Yes, there are a lot of data points available to us today. The big challenge is to interpret the data in the correct format. So, brands also need to work along with the agencies as partners on this. There has to be more of an integrated approach. And within agencies also, over the last 5-7 years, it’s not only one agency that is doing it, there are multiple agencies in the same network. So everything needs to be integrated.
On data & the agency: Brands need to be open with their agency. Brands have to share data with their agency and then only they can ask for a certain input from them. So, things cannot just be on one side of the table. From the first perspective, my actual work starts at the time of the brief itself. If my brief is not correct, how can I ask the agency to give an output which is going to be fruitful for me?