The Hindu Business Line : Ad agencies take lessons from Nasscom, see need for collaboration

Goa, April 4 Perhaps the presence of Mr Kiran Karnik, former President of the National Association of Software and Services Companies (Nasscom), inspired the fervour of unity amongst the members of the advertising community gathered at the Goafest 2008.

The advertising agencies took a feather out of the cap of their successful counterparts in the IT industry and called upon each other to collaborate.

“The IT and advertising industries are similar as both are service providers. IT is a Rs 200,000-crore industry today and we are adding 300,000 people to our fold every year,” said Mr Karnik.

Mr Karnik said the growth benchmarks should not be the number of people employed or size of the companies, but the amount of inclusiveness in the sector. “You should ask yourself whether the small to the big to the MNCs have a presence and are doing well for themselves or not. Set up a 10-year plan with a road map and not just targets,” he said.

“Divided we stand,” said Mr Ranjan Kapur, WPP’s Country Manager in India, to ad makers. He pointed out that competition in the sector was manageable with the recognition of less than 1,000 agencies in India and the sector would do well to focus on a long-term inclusive growth strategy.

“The total ad spends may stand at a robust $500 million, but we get only 10 per cent of that due to the commission model. That is something we need to bargain for, as an industry,” said Mr Kapur.

More Stories on : Events | Advertising

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Cinemax focus on setting up 300 screens

Volvo showcases 2 construction equipment in Kochi

Ascon Travel branch in Tiruchi

Goafest seeks to unlock value keys in advertising

Ad agencies take lessons from Nasscom, see need for collaboration

‘Internet gaining popularity as core medium of communication’

Marketing mela by Kudumbasree

Furniture festival in Hyderabad

European varsity recognition for Toonz Academy courses

Cummins launches new products