Addressing the Creative-Media gap
Shripad Kulkarni, managing director, Vizeum India, on media strategy in the digital age.
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. ■