WHY DO WE SEE SO MANY PITCHES IN THE INDUSTRY TODAY?
Our cover story this week takes a close look at the media, creative and digital pitches visible in plenty all around us. What is to be made of the rampant increase in the frequency of pitches and brands changing agency partners every once in a while? Whatever happened to the solid brand-agency relationship of yore and what is the reason for so many pitches? Are advertisers expecting too much or are agencies not delivering value for the lower rates that they sign in to get an account? It’s a chicken and egg situation, says a marketer. Our story attempts to explore further, delve into the whats and whys and come up with a few answers. Turn the pages to read more.
German airline major, Lufthansa has come out with a new campaign along with a new logo to entice new age travellers to
#SayYe-sToTheWorld. IMPACT talks to
Wolfgang Will, Senior Director, South
Asia, Lufthansa and Sangeeta Sharma,
Senior Manager – Marketing & Product,
Lufthansa India about some of the challenges that the airline faces in India, the way they are tackling them and also their future plans for the Indian market, which it considers to be one of the most crucial markets for its business.
For Gautam Dutta, CEO, PVR Limited, a holiday, even until a few years back, did not mean complete unwinding. He would take his work to his trips and would not be able to dissociate from all that would be happening at his workplace. However, all that has changed for Dutta, who now believes in keeping work-related things at bay during vacations. In this week’s Unwind, Dutta talks to us about two of his most unforgettable trips to Switzerland and Greece and gives us some valuable travel advice.
After months of speculation, Scarecrow Communications finally announced its acquisition by international advertising agency network M&C Saatchi. While the eight-year-old agency had been approached by a lot of big networks for a partnership, it finally said yes to M&C Saatchi, not just because of the legacy it carries but also because the latter took a different approach to the deal - they did not want a majority stake but wanted to be equal partners. We talk to Scarecrow’s three founding partners, Manish Bhatt, Raghu Bhat and Arunava Sengupta and Richard Morewood, CEO Asia, M&C Saatchi about all that this new partnership entails.
In our Happenings section, we bring you glimpses from the jury meet for the exchange4media Group’s Golden Mikes (Radio advertising) awards as well as the well attended Lokmat Maharashtrian of the Year Awards. So have you booked your seats yet for the Golden Mikes awards function on Thursday, April 19? Hurry, if you haven’t!