Rewind 2022: This has been one of Rediffusion’s finest years: Sandeep Goyal

It’s time to review the most significant industry developments as the year 2022 draws to a close. Adgully is reviewing the year 2022 for M&E, Advertising, Digital, Marketing, PR & Communications, along with leading names in the industry as part of its annual Rewind series.

Recapping the year 2022 for the advertising and marketing communications ecosystem, Dr Sandeep Goyal, Managing Director, Rediffusion, sheds light on how the role of digital is getting accentuated. He also shares a few insights on how brands shifted their way of marketing and focused more on brand identity and visibility this year.

A year of resurgence
Most businesses have done well in 2022. By and large, the economy was strong, and consumer demand finally picked up post-Covid this year. There were hints of revenge buying in some categories, especially travel, hospitality, food, and to some extent, apparel and automobiles. Most financial brands were also active. In some ways, 2022 was a year of resurgence for most businesses after the troughs of the last two years.

Key trends and developments in Advertising
Advertising is getting more and more to be a business where brands are chasing an Audience of One (Ao1). Hence, the role of digital is getting accentuated. In the advertising industry, most agencies still lack the necessary skills to service the growing aspirations of clients vis-a-vis digital and social media. A lack of sufficient talent and trained manpower further exacerbates the situation.

Going forward, ad agencies that do not focus on building digital skill sets will have problems. Within the digital space, the accent has to be on creative ideas that use both creativity and technology.

Overall performance of Rediffusion in 2022

Rediffusion is celebrating its 50th anniversary this year. Thankfully, this has also been one of our finest years. We won over 20 businesses, launched a new-age subsidiary focused on start-ups and growth businesses, and relaunched our dual agency, Everest, as a digital-first agency.

But our biggest achievement has been driving Red Lab, our consumer insights nerve center to higher learning and deeper consumer understanding.