“How many national creative directors of Indian advertising agencies understand digital media?
“How many national creative directors of Indian advertising agencies understand digital media? They always want to make a Cannes winning TV adverts but will never take an effort to make an award winning digital campaign,” said Sameer Suneja, managing director, Perfetti Van Melle India. Suneja was speaking at a panel discussion titled ‘Agency Remuneration Models: What is the right mix?’ at Ad:Tech New Delhi, held at The Leela Kempinski in Gurgaon on April 27-28, 2011.
Suneja further said that for most marketers being on digital is all about making a fashion statement and bulk of that is due to the inability of digital partners make marketers understand the media.
Anjali Hegde, CEO, Interactive Universal held that digital agencies need to have people who are technically strong and advertisers don’t understand that. “Preparing a Rs 3 crore TV plan takes the same time and effort needed to prepare a Rs 25 lakh digital plan and clients don’t understand that. Many clients start enquiring about digital media only when the response starts coming in and are ready to pay the agency then,” Hegde said.
Speaking about payment model and the concept of commission-based remuneration model for digital agencies, Manish Vij, founder, Vun Network asked whether it is feasible to have a project-basis or an Agency-of-Record (AOR) system for digital agencies?
Answering this query, Sameer Suneja said that many clients might not want AOR as they are still experimenting with the medium. Vikram Sakhuja, chief executive officer, Southeast Asia, Group M said that procurement for digital agencies should be some years back, after digital media grows in India.