Independent agencies have always remained but it is the multinats that have the scale to train talent and reorient clients for tomorrow
For the last couple of years independent agencies have been in the news. More than half of these have been started by creative people who left bigger agencies to start operations. Suddenly everybody is wondering what this development means from a the long-term perspective. In my opinion, the course of independents gets decided by the vision of the bigger agencies. They are the ones with a window to where the world of communications is headed.
In their early days of going global, many multinationals in many markets made the mistake of parachuting large numbers of ex-pats to duplicate their creative magic at the other end of the world. This left a huge gap for the rise of independent agencies that understood local cultures and made intuitive connections with local consumers. Wiser with their experiences elsewhere, in India, multinationals have nurtured local talent over decades. The result is that the creative work from multinationals has not only grown, but also has a distinct Indian flavour. Indian arms of Leo Burnett and O&M have been Agency of the Year across global networks. So even as more small fish swim by, the big fish in India have evolved.
As far as independent agencies go, they will continue to crop up and win some businesses. Many of these wins will be based on the illustrious past life of their creative founders while working for multinational agencies; and specifically on personal client relationships. But independents that want to grow beyond a clutch of accounts and achieve scale will have to go in for tie-ups. As client base grows, an agency needs the best creative pool working with it. Multinationals stand a better chance of attracting and retaining fresh talent with better pay scales, opportunities and training. At the end of the day, it’s a big ocean out there. And big oceans are ruled by big fishes.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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For the last couple of years independent agencies have been in the news. More than half of these have been started by creative people who left bigger agencies to start operations. Suddenly everybody is wondering what this development means from a the long-term perspective. In my opinion, the course of independents gets decided by the vision of the bigger agencies. They are the ones with a window to where the world of communications is headed.
In their early days of going global, many multinationals in many markets made the mistake of parachuting large numbers of ex-pats to duplicate their creative magic at the other end of the world. This left a huge gap for the rise of independent agencies that understood local cultures and made intuitive connections with local consumers. Wiser with their experiences elsewhere, in India, multinationals have nurtured local talent over decades. The result is that the creative work from multinationals has not only grown, but also has a distinct Indian flavour. Indian arms of Leo Burnett and O&M have been Agency of the Year across global networks. So even as more small fish swim by, the big fish in India have evolved.
As far as independent agencies go, they will continue to crop up and win some businesses. Many of these wins will be based on the illustrious past life of their creative founders while working for multinational agencies; and specifically on personal client relationships. But independents that want to grow beyond a clutch of accounts and achieve scale will have to go in for tie-ups. As client base grows, an agency needs the best creative pool working with it. Multinationals stand a better chance of attracting and retaining fresh talent with better pay scales, opportunities and training. At the end of the day, it’s a big ocean out there. And big oceans are ruled by big fishes.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM Related Links
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
