For Better or For Worse

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: The findings of a global survey on advertising released recently forecasts greater disruption for the advertising industry in the next five years than we have seen in the previous 50. The report shows how empowered consumers, self-reliant advertisers and ever-evolving technologies are redefining how advertising is created, sold, consumed and tracked.

It says that by the year 2012, the global ad industry landscape will change so profoundly that to survive, players will have to innovate aggressively.

Note the emphasis on innovation. Something that captains of the media industry in India are not oblivious to.

Accordingly, major players in the media planning/buying sector are drawing up fresh gameplans to gain a competitive edge. For starters, Madison Media, which is among the leaders of the Rs 20,000-crore (projected for 2007) Indian advertising industry, is sharpening its focus on attracting the best talent in the industry. Competitor, Lintas Media Group, on the other hand, is scouting for options that are clutter breaking and have a strong synergy with its roster brands’ communication and the benefits they offer. Yet another major player in this segment, Optimum Media Solutions (OMS), is investing in tools that will help unearth fresh consumers insights.

The Starcom MediaVest group too is aware of the challenges. The Publicis group agency is planning to focus more on its clients and their business challenges than on compe-tition. “Nothing gives better competitive advantage in any industry than understanding your customers and their real world challenges,” says Ravi Kiran, CEO, Starcom MediaVest, South Asia.

With increasing competition, the industry is expected to witness a certain amount of consolidation over the next few years, say observers. “In this sector, conventional boundaries, mindsets and media buying patterns are changing almost every day,” says a media analyst based in Mumbai. “As a result, media agencies are constantly reinventing themselves. While in 2006 the industry grew at 15%, the general perception is that in 2007 it would have clocked 25% growth.

On Madison Media’s gameplan, Punitha Arumugam, group CEO, says, “Our core focus will be on the area of ideation and activation. We are looking at new strategic tools and processes for the purpose. We want to have enough versatility within the group to meet our client’s demands.”