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Our Bureau

Mr Sam Balsara, President, Madison Advertising.

Mumbai , Sept. 1

MR Sam Balsara, President and Managing Director, Madison India, in his address at the first ever Media Review organised by The Advertising Club Bombay, has urged media planners to be imaginative and come up with innovative solutions that adds value to both parties — media owners as well as advertisers.

He also quoted instances of some international campaigns, which made their way to the Cannes festival this year, for use of unusual media platforms.

These were work done by Mediacom Israel, for a washing machine brand, Adidas and the campaign of the Salvation Army. He said that the challenge for media planners today is to develop media insight, which is relevant to the brands and their target audience.

He warned media planners that if they didn't find ways of doing things more innovatively, media boutiques on the lines of creative boutiques would spring up.

Drawing parallel in the way the creative function has evolved, Mr Balsara said, "Like how thinking in the creative area has moved from USP to positioning to consumer insight, media has moved from reaching numbers to cost per contact (CPT), reach/frequency duplication and GRPs (Gross Rating Point). It must now move on to the task of finding and reaching customers for their clients, using media insight."

Mr Balsara also urged the advertisers and buyers to move their obsession from rates to value.

"In a time of media proliferation, focusing on rates would not serve the advertiser's purpose."

He also made a case for advertisers to re-look at media agency remuneration.

"We started with a low base using a western model and applied the same percentages used in a market of Rs 8,60,000 crore to a market of Rs 10,000 crore."

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