Of sun, sand and metals

Shashi Sinha
Posted: Tuesday, Apr 01, 2008 at 0143 hrs IST
Updated: Tuesday, Apr 01, 2008 at 0143 hrs IST

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: activation or creating innovative integrations, advertiser funded programmes and sponsorships or integrated digital plans. I wont be surprised if shortly the creative agencies will be left with doing only the 30-second spot or the full-page ad.

However we must always remember our clients are looking for integrated communication solutions. Mature clients are now realizing that it is in their interest if all agency partners work in harmony and as one. The best ideas will come when there is collaboration both in process and in spirit with our creative partners.

The author is CEO, Lodestar Universal, and chairman, media awards, GoaFest ...

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