Adgully Exclusive | Crystal Gazing- Advertising in 2011

Adgully tried to find out will it be digital or mobile or will it be the traditional medium of print that will reinvent itself and what are some of the key trends that will shape the industry in the year 2011.

Talking about his plans for the year 2011, Josy Paul, Chairman and Cheif Creative officer of BBDO, said, "Our plans for the coming year is a trade secret. All I can reveal is we shall focus on "Creating Acts, not Ads". We will continue to seek active ideas that consumers will engage with and ideas that create contact and impact."

He further added, "Our talent will be our edge and we we will recruit people from outside the business. That's the only way to refresh the industry and our various blue chip brands. We will build our collaboration model and attract more partnerships - specially with IIT, IIMs and NGOs and Government bodies.We plan to move into new offices in Mumbai and Delhi - as our numbers have grown from 35 last year to 75 this year. This is likely to go up further with two more new biz wins in the pipeline."

While pointing out some of the key trends of the year, he said that advertising budgets will grow by 10 to 15% and that there will be greater fragmentation of media. "So the pie will have more takers. Which means everybody stays where they are and the only way to grow is to grow the pie by hunting for new business or growing existing businesses. TV will continue to dominate, and telecom will be the highest spenders. The year will be dominated by cricket, and beverage and FMCG brands will be the second biggest spenders," Paul added.

He further noted that media fragmentation will create greater idea integration, and that the industry will see sharper consumer engagement programs like Tata Tea "Jaago re', Gillette "Women against lazy stubble' and Aviva "The Great Wall of Education'. "Creative agencies will dedicate themselves to real work, and Goafest will see some interesting surprises.All in all, it'll be a year worth looking forward to. And the best day to start is 1.01.11," he added.

However on the other hand Agnello Dias, Co-founder and Chief Creative Officer, Taproot India, pointed out that, "in terms of key trends in the industry print may rally back and creative outsourcing of projects will rise sharply. Moreover International film makers will make their presence felt even more in the country. The industry might also wtiness a beginning of re-bundling of media and creative. But I think the most important of it all will be that the Indian Premier League magic may not work as well again."

Tomorrow we get you the hands that lead the radio waves across the country. Watch out for Crystal Gazing- Radio 2011 with Prashant Panday, Apurva Purohit and Soumen Choudhury. | By Prabha Hegde [prabha(at)adgully.com]