The Hindu Business Line : `Ad industry needs to change client perceptions'

THE advertising industry needs to change the client perception of advertising as a trivial aspect of marketing, reiterated Mr Prem Mehta, Chairman & Managing Director, Lintas India Pvt Ltd, while being honoured with the AAAI-Premnarayan awards on Friday.

"Even as we talk about 360 degree communication, the agency value has been reduced to a 36 second ad," said Mr Mehta while pointing out the challenges faced by the industry. He also maintained that while companies were pruning their advertising funds, the industry needs to get together and address the issue instead of reducing the cost of services and offering discounts.

Mr Prem Mehta was presented with the AAAI-Premnarayen Award, the highest honour given in the advertising industry for his outstanding contribution. He is the 16th recipient of the prestigious award. Over the years, beginning with Subhas Ghosal, 15 captains of the advertising industry have been awarded the trophy in recognition and acknowledgement of their achievements. Taking over the reigns of Lintas India in 1993, Mr Mehta created 15 other integrated communication companies besides setting up two completely independent advertising agencies: SSC&B Lintas and Quadrant Communications. He pointed out that Lintas has been committed to human resource systems. In1990, he introduced professional human resources systems like management by objectives into the company. Speaking about the dearth of the talent pool, Mr Mehta said, "People are our key resources, and easy to avail. This availability could also lead to mediocrity, and hence there is a need to rebuild this capacity."

The agency today runs an executive development centre - Northpoint Centre of Learning in Khandala - as part of its knowledge management initiatives. This centre is in process of tying with universities abroad to bring in the latest in management development for the industry at large.