The Hindu Business Line : Indian Advertising Forum to take shape by next year

Goa April 20 The advertising industry needs to get its act together and emerge as a single voice ... and charge as one unified body. It also needs to be more accountable, committed and put more serious efforts in media insight. Inspiring leadership is also the need of the hour.

These were some of the suggestions put forth by the various panelists discussing the roadmap for the Indian advertising industry at the advertising conclave at Goafest 2007.

The theme of the two-day conclave, which attracted 2,300 delegates, was `15 to 50 - The Next Big Leap,' which saw eminent industry players sharing their views on how to take the advertising industry from Rs 15,000 crore today to Rs 50,000 crore.

The Goafest was inaugurated by Mr Pratapsingh Raoji Rane, Chief Minister of Goa.

`Media insight'

At the advertising conclave, Mr Sam Balsara, Chairman, Madison Media, said the advertising industry must carefully craft advertising exposure and indulge more in media insight that studies consumer behaviour effectively. "More exposure, reach and frequency of advertising are all old ideas. One can do a lot less advertising and still emerge more effective," he said.

Highlighting the need for dynamic leadership, Mr Shripad Nadkarni, Director, Marketgate, said young talent must be let in.

"In advertising, people go on and on. In IT, Nandan Nilekani stepped down. When will this happen in advertising?" he asked. Ms Meenakshi Madhwani, Managing Director, Spatial Access, also stressed upon good leadership.

`No leadership'

"The advertising industry is turning away talent because there is no leadership of stature in the ad industry. For instance, the IT industry has leadership that is inspiring. Accountability is important for the industry to grow and attract talent."

Mr V. Shantakumar, CEO, Saatchi & Saatchi, said the industry must focus more on content creation rather than media buying. It must also constantly look to add value and move up the value chain.

Need for common voice

Mr Harish Bijoor, CEO, Harish Bijoor Consults, who was moderating the session, said ad agencies have today become niche service agencies thanks to fragmentation of media and creative services. They are like `splintered cottage industries' with `different centres of excellence fighting each other.'

He called upon the industry to come together with a common voice.

Mr Arvind Sharma, Chairman, Goafest committee, said by next year the ad industry would have created a unified body — Indian Advertising Forum — that will address all issues of the industry as a whole.

On day one of the conclave, Sir Martin Sorrell, CEO, WPP Group, in a video broadcast, said there is little doubt that the ad industry here would achieve the Rs 50,000-crore target.

"The country will not only be known as an outsourcing major but will also soon become one of the major manufacturing centres of the world."

He said despite problems such as corruption, bureaucracy and infrastructure, as long as there is free trade and technological advancement, the advertising industry in India is all set for immense growth.

Sir Martin also said that Asia, Latin America, Africa and West Asia would have greater say in advertising in 5-10 years.