Rewind 2023: Jaideep Shergill on Pitchfork Partners’ integrated solutions move

It’s that time of the year when we review the most significant industry developments as the year draws to a close. Adgully is reviewing the year 2023 for the M&E, advertising, digital, marketing, PR, and communications, along with leading names in the industry as part of our annual Rewind series.

Recapping the year 2023, Jaideep Shergill, Co-Founder, Pitchfork Partners, shares that the dynamic changes in advertising and marketing brought about by AI, key developments at Pitchfork Partners in 2023, outlook and plans for 2024, and more.

AI and Advertising & Marketing

Shergill observed that marketing is undergoing an evolutionary change caused by the changing nature of artificial intelligence (AI). According to him, Artificial intelligence (AI) is revolutionising content creation and strategy frameworks by delivering more insights through detailed data and analysis. The data it gives about customers is extremely valuable and the insights it yields to strategy creation are amazing.

At the same time, he cautioned that the possible downsides must not be disregarded. He said, “Businesses might be at risk of problems arising as a result of the dissemination of false news, which AI enables. Establishing clear AI strategies is essential for effectively managing these ever-changing digital landscapes.”

While AI has the potential to revolutionise numerous areas of society, Shergill stressed that it will never be a whole substitute for human imagination. “Quite the opposite, it is a stimulant that encourages original thought and the generation of fresh concepts. Marketing strategies that are both thorough and effective still require human engagement, even if AI helps with the initial research. In the fast-paced field of marketing and advertising, remarkable results are assured when human imagination and artificial intelligence work together,” he added.

Key trends in PR in 2023

Shergill noted that crisis communication remains essential in today’s lightning-fast digital world, when tragedies can happen at any moment. “Since crises can now potentially propagate at the speed of light, the ability to communicate clearly and quickly is more important than ever. A product recall is one example of a company crisis that can be mitigated, and customers can be reassured through timely message management,” he said.

Adding further, Shergill noted that within public relations, both external and internal communication are very important and the difference between them is blurring as more and more employees are sharing company news on social media. Public relations experts are now designing company-wide announcements that can become viral by capitalising on staff-shared successes, with the goal of improving the company’s reputation in public’s eyes. “The importance of being open and honest has skyrocketed, therefore, it is time to stop hiding and start making real connections,” he added.

According to Shergill, “There has never been a more important time to be socially conscious, as it has become important for brands to keep sensitivities in mind before communicating. Considering current events, we might demonstrate our concern for society by adjusting our communication style. Prioritising socially responsible actions and offering clients new solutions that line with their beliefs can boost brand loyalty and favourable public opinion.”

Additionally, public relations is now more about strategy, with content as its central tenet, instead of just about interacting with the media. “There is a significant return on investment if you have a content strategy in place that spans over into relevant platforms and stakeholders. Nowadays, those working in public relations also have a more holistic view of the communication process,” he added.

Shergill called for public relations experts to collaborate closely with the advertising and marketing department to provide a constant voice for the company’s products and services. “They are also adapting to the dynamic online landscape of influencer marketing, social media, and online news due to technological improvements. Influencer marketing has become extremely popular due to the ties that have been built on social media,” he noted.

Pitchfork Partners’ performance in 2023

Speaking about how the year 2023 has been for Pitchfork Partners, Shergill said, “We’ve had an eventful year so far – from expanding our portfolio to partner Grown-in-India brands to global leaders. We have onboarded reputable companies across Technology, Automobile, Lifestyle and Martech sectors in our portfolio over the years. It is with much pleasure that we share the news that, as recognition for our efforts, we also received multiple industry accolades. My co-founder Sunil Gautam and I were also included for the 100 Most Influential Game Changers list in public relations and corporate communications.”

Continuing further, he said, “In addition to these developments, we saw the creator economy in India witnessing significant growth, reaching up to Rs 1,300 crore as of May 2022. Collaborations to market products through partnerships with social media influencers have become standard practice for companies of all sizes, from small mom-and-pop stores to Fortune 500 giants. Our influencer marketing services have grown in popularity among our present clientele since we were aware of this trend. We have started offering complete influencer marketing solutions to ensure its smooth integration into all our clients marketing plans.”

“After expertly managing 10-plus medium- to large-scale events nationwide, we have also begun another vertical – managing events – collaborating with venues, event organisers, and other stakeholders. As a result, we were able to serve a wider range of clients and grow our customer base in the public relations industry,” he added.

Outlook and expectations from 2024

Shergill shared that in the past few years, the agency had made a conscious shift to offering integrated solutions to its partners. By the end of 2024, Pitchfork Partners wants to continue towards this goal, to fully integrate its PR, content, social media, influencer marketing and event planning aspects to its consultative approach.

“Through the integration of various marketing elements, we can facilitate our clients’ presences, enhance the efficacy of their campaigns, and guarantee uniformity across all channels. We also plan to strengthen our presence in Delhi-NCR and Bengaluru markets in the coming year,” Shergill informed.