Advertising clients are demanding integrated marketing services from their agencies and are looking at them more as brand custodians. All these changes are redefining Indian advertising.It is high time advertising agencies changed with the times. They have to integrate their operations and offer services ranging from direct marketing to public relations to event management. And to do all these, agencies should attain size.
Large advertising agencies should actively merge and acquire to stay ahead in the race. And mid-sized and small advertising agencies should identify niche areas to survive.
Since the focus of clients has shifted to speed and delivery, advertising agencies should build scales and invest in technology. If tie-ups and strategic alliances are needed to achieve these objectives, so be it. Alongside, they should grab the emerging e-advertising initiatives and work out ways to add value to their services.
That should be a winning recipe for advertising agencies.