WHY DO WE SEE SO MANY PITCHES IN THE IN­DUS­TRY TO­DAY?

Impact - - UPFRONT -

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.

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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.

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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.

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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.

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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!

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