Head, Brand & Mar­ket­ing Com­mu­ni­ca­tions, Pana­sonic In­dia

Impact - - FEATURE -

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?

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