Ad­dress­ing the Cre­ative-Me­dia gap

Shri­pad Kulkarni, man­ag­ing di­rec­tor, Vizeum In­dia, on me­dia strat­egy in the dig­i­tal age.

The Brand Reporter - - MARKETING - By News Bureau

The Ad­ver­tis­ing Agen­cies As­so­ci­a­tion of In­dia’s (AAAI) one-day work­shop on Septem­ber 22 in Mum­bai, ‘Me­dia Strat­egy in the Dig­i­tal Age’, for client ser­vic­ing ex­ec­u­tives from agen­cies was ad­dressed by Shri­pad Kulkarni, man­ag­ing di­rec­tor, Vizeum In­dia.

Why this sub­ject? Says Kulkarni, “This was aimed at the client ser­vic­ing peo­ple within agen­cies. But the clear need-gap was cre­ated when me­dia and cre­ative were seg­re­gated; a lot of me­dia data would be shared by the me­dia peo­ple with client ser­vic­ing peo­ple and they (me­dia and client ser­vic­ing

ex­ec­u­tives) were the cus­to­di­ans of the com­plete strat­egy, with the strat­egy hap­pen­ing at the ini­tial stages, at the start of the dis­cus­sion. Now there is lay­er­ing and client ser­vic­ing peo­ple are not up to date on var­i­ous things that are chang­ing; this is led by dig­i­tal dis­rup­tion at one end and the whole seg­re­ga­tion of me­dia and data at the other.”

He adds, “The client ser­vic­ing peo­ple and the en­tire cre­ative team are al­ready far moved from that re­al­ity. That’s the gap this work­shop tries to bridge.” Kulkarni spoke about the ex­act dig­i­tal change is that’s hap­pen­ing; how it is im­pact­ing the cus­tomer de­ci­sion-jour­ney; how to build a 360-de­gree mar­com strat­egy along cus­tomer de­ci­sions; and what are the cre­ative im­pli­ca­tions of this change in the cus­tomer de­ci­sion. ■


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