AgVoice | I don't believe in slowdowns: Leo Burnett's Suvadip Mazumdar

It's time to usher in 2012. We at Adgully take a look at what 2011 has taught us and what are the focus areas in 2012?

Major developments in 2011: I joined in May which is almost in the middle of the year, but the last six months have been really interesting. Apart from managing a few of India's most respected brands there has been some significant wins too. Looking after reputed brands like Tata Capital, HDFC Life, Bajaj etc has been great. Apart from this we have Mahindra First Choice on board where the challenge is very unique and interesting. Each of these brands are at a very different stage in their life cycle and thus the opportunities are immense.

Trends in 2012: The focus will clearly be digital. Apart from that you will have a consumer who is far more aware and demanding than he ever was. On the digital front the focus will clearly be in the area of social media and online reputation management. Today the internet plays a vital role in deciding what to buy, where to buy etc. Most importantly the information available online is relied more than any sort of paid media. Today its not just about putting up an ad on Facebook or on YouTube but engaging consumers and keeping a constant dialogue going with them. Its not just about being present in the digital space but making digital work for you.

In the face of economic slowdown how do you see agencies coping up? : Frankly I don't believe in slowdowns. I think there are enough opportunities out there for all businesses to grow. Yes, we will definitely have to push ourselves on discovering new ways of connecting with the consumer. The truths and traditional principles that we have believed and followed for the last 10-12 years may not hold true going forward. Traditional marketing practices will have to give way to new ones. Innovation is no longer an option - its a necessity.


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