IIPM, GURGAON
...Says Jon Wilkins, Founder Partner, Naked Communications
Jon Wilkins
Founding Partner,Naked Communications
“Creative provision is more volatile as ideas are ephemeral and creative agencies have never been able to genuinely prove the pay back to their clients,” believes Wilkins, even as he outlines the shape of things to come in the global and Indian advertising industry
Naked refuses to be called either an advertising firm or a media planning agency. Started in 1999, the founders like to call themselves something between an ad-shop and a communication consultancy. Already delivering ground breaking strategies for some of the world’s biggest brands (Coca-Cola, Nestle & Nokia), Naked is now interested in the Indian market and is currently talking to clients here, as also scouting for partners and potential acquisitions. Founding partner, Jon Wilkins makes a case for the future of advertising...
4Ps B&M: According to AdWeek, $27.5b of advertising business went into review in 2007. How do you explain the bitterness in client-agency relationships?
JW: There is no right answer to this but clients have to find partners who can help them build value through communications, and as the landscape changes in India, more clients will need more partners or new partners to help them navigate this opportunity or threat. Clients should always strive to get the best services from their agency partners, so it’s not a surprise that business moves around. In the west this is more marked than in the east, where long term relationships are valued higher.
4Ps B&M: Which sectors are most volatile i.e. seeing maximum account movement and why?
JW: Service oriented businesses are perhaps the most obvious volatile category, in that they are highly competitive, highly. Segmented and under pressure to build maintain and grow long term customer relationships. They require the broadest communications expertise, and face the biggest challenges with digital disintermediation.
4Ps B&M: How does Naked’s model fit into the evolving scheme of things?
JW: We rarely pitch and are more often invited in by clients to help them realise value, unblock problems or create opportunities through our communications approach. We get business when clients want to accelerate growth beyond the norm, or have a problem that conventional TV led advertising can’t fix, or when to be honest they value the idea of experimenting with new channels and new opportunities and struggle to find strategic partners that are engaged enough with this new digitally framed fragmented communication landscape.
4Ps B&M: How do you see client-agency relationship evolving in the changing market dynamics?
JW: A true agency partner must help the client achieve his business and marketing goals. As such they must be entirely objective and align their goals with that of the client. This isn’t about ‘owning’ every conceivable executional delivery capability. It’s about being able to come up with big ideas not campaigns, understanding how to integrate an idea, a customer journey and multiple channels seamlessly to deliver against objectives set, and an ability to be able to genuinely measure your contribution to your clients success.
Many agencies and holding companies think the future is about owning more means of production, we believe in ‘open source’ collaboration and an ability to work with best of breed partners in every discipline. It’s an impossible and thankless task to try and own everything and everyone in a rapidly changing communications environment. You need to offer a one stop shop but it’s not what you own, it’s who you know!
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