“Agencies need to bring back the attitude of problem-solving as they do for clients”

Day 3 at Goafet 2023 saw Sports18 presenting a Knowledge Seminar, titled ‘Media Agencies Panel – Breaking the Old Mould’. The important session was moderated by Sam Balsara, Chairman, Madison World and the panellists included:

Aditi Mishra, CEO, Lodestar UM

Amin Lakhani, CEO, South Asia, Mindshare

Mohit Joshi, CEO, Havas Media Group India

Naveen Khemka, CEO, South Asia, EssenceMediacom

In a world driven by constant change, it is imperative to break free from the constraints of tradition and explore new possibilities. 

Answering questions about structures posed by Sam Balsara, Aditi Mishra responded and dwelled on the need for fluidity within the teams, which ensures that learnings move across in different directions. Amin Lakhani also added, “The need to break structural automation; agencies need to bring back the attitude of problem-solving as they do for their clients.”

In this panel discussion, the importance of holding agencies accountable for outcomes, not for saving clients' money, was highlighted. Since agencies are not in control of all aspects of the marketing mix, especially distribution, clients often need to view agencies in that light. 

Overall, this session served as a platform to inspire and ignite a spirit of transformation across various domains of the advertising agencies through the process of unlearning and relearning in accordance with the advertising era we are in.