Smaller Agencies are cracking the glass ceiling and breaking through to grab A-list clients, earlier reserved for the biggies.Even a decade ago, could you have ever imagined corporate giants like ITC, Godfrey Phillips, TOI, Audi, Diesel, Platinum, Emirates or Renault cosying-up with any agency that did not feature among the top 5 in adland? Would these organisations ever dream of risking going to a small shop, no matter how hot the buzz they generated? Well, times, they are a-changin’, because that’s exactly what seems to be happening. In recent times, whether it’s Strawberry Frogs (Emirates), Law & Kenneth (Renault), Creativeland Asia (Audi), Taproot (TOI), Shop (Godfrey Phillips), Happy (Diesel), Metal (Platinum)… small agencies are indeed making big waves. What’s up? Has there been a paradigm shift in the mindset of the Indian management big boys? Are they, now, prepared to put their money where their mouth is? Is risky, edgy work slowly finding favour in place of predictable, stodgy stuff? Does this move signal a return to basics?
Ogilvy’s NCD Abhijit Avasthi takes first strike. He believes that since advertising is an idea-driven business, clients will always be drawn to any agency – small or big – who can provide that. “It’s never a conscious decision regarding scale or size. It’s usually governed by three factors: Great ideas, ability to take it through – in terms of infrastructure and media-engagement to ensure effective delivery – and the capacity to afford the agency of his choice”. He is convinced that any agency that can think fresh and stay ahead of the game has no reason to feel threatened. Santosh Desai, Communication Guru & CEO, Future Group, has a different take. He believes that smaller agencies shouldn’t be perceived small only on the cinema of size or scale. “Their uniqueness lies in the fact that these shops are about creative ambience which is brilliantly appropriate in a time when the ad business is definitely moving ahead to be governed – more than ever before – by the creative product. Most larger legacy-agencies, unfortunately, continue to be deeply entrenched in a structure, hierarchy and traditional blue-print and cannot be as free-spirited, edgy, quirky, interesting and nimble-footed as the smaller shops. Clients too, often find it easier to engage with these entities because, apart from fresh ideas, they are always available for interaction, which helps effective and prompt delivery,” says Desai. Everything considered, he is delighted at this move and believe it is an idea whose time has come.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website
IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting
IIPM in sync with the best of the business world.......
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
