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WIN-WIN
ASSOCIATIONS - THE CLIENT-AGENCY SYNERGY IN ADVERTISING
Chennaibest.com speaks to Sumantra Sengupta,
Vice President & Client Servicing Director, HTA, Chennai,
on the Advertising scenario in the city today.
In the context of the recession that plagued
the Ad industry a few years ago, how is the industry in Chennai doing
today?
The industry has certainly grown from where it
was a few years back.
Could you give us a SWOT analysis of Advertising
in Chennai today.
 A
lot of activity is going on, there is a 'lot of fire in the belly'.
Opportunities are tremendous, but the work has to be innovative
and cutting edge. The industry itself is not too organised. There
is not enough competition. There are one or two big players and
the rest are just there. The employee turnover is huge and the cost
of replacement is very high in Chennai, unlike other cities, where
there are more agencies and abundant manpower.
What are the peculiarities specific to business
in Chennai that influence the client brief to the agency?
Category and the business in which the client is,
influences the brief.
In the Reach-Frequency-Impact variables for
a campaign, what Media are most often suggested by Client servicing
to the Client in Chennai? Why?
'Sun TV' and 'The Hindu'. Every campaign is unique
in terms of the kind of product we are trying to sell and the target
audience. A lot of research goes into these variables before a decision
is reached on media types.
How do Ad spend budgets in Chennai rate as compared
to those in other major cities, like Mumbai, Delhi etc?
Ad spends are really a function of the type of
client the budgeting is done for. This function is applicable across
the cities.
In dealing with family-run businesses
is there more of going back-and-forth between the Client and the Agency
Creative team? With several family-run businesses doing well in the
south, does it influence the time it takes to get approvals for Creative?
 This
to and fro is peculiar to the whole ad industry. We can't say it
is peculiar only to family run business. We have quite a few examples
of family run businesses which are sound on strategy. Probably the
back and forth is because its faulty on logic, than because of any
whim. There should be someone at the client's end, who should go
along with the agency from the time the campaign is conceptualised
to its implementation.
How much of rework suggested by the Client actually
makes a difference to the campaign?
The agency has to be convinced about the rework
suggested by the client. The client as mentioned earlier should
partner the agency right from the start to the final decision making
process. Every campaign speaks for the client-agency brief.
"Advertising only pushes up costs". Have Chennai
Advertisers come out of this mindset?
When it comes to cost-cutting, ads are the first
thing that get hacked. Advertisers feel that you can always rely
on the lag from the previous advertisements. So when a company goes
into a cost-cutting binge, its always out with the advertisements.
This trend again cuts across lines, its not really chennai specific.
"A campaign is only as good as the Client".
How does this show itself in Chennai's Advertising scene?
 Its
very true, its like we say, ''We get only the politicians we
deserve". Every advertisement depends on the brief that
the client gives, depends on how well he is able to communicate
his needs to the agency also the client's attitude to the whole
concept of advertising and marketing.
In which months does Ad spend peak in Chennai?
Chennai has a large retail base. Around Diwali,
the ad spend peaks usually. Also the automobile industry gets into
ads around this period.
From a Client Servicing perspective, what would
you see as the future of the Ad industry in Chennai?
Is the country passing us by? This is a
feeling people in Chennai generally have. We seem to be content
with what is here.Client-servicing has evolved from merely timely
execution. For this industry there has to be a lot of free flow
of talent. Somewhere Madras as a city is unable to generate this
talent. Its a unique mix. On the one hand we have opportunities
galore, with so many automobile majors based in and around Chennai,
the hub of IT activity and mecca of retailing. On the other hand
we have people who think, Chennai is not a happening place, its
conservative and laid back, not much socialising compared to other
cities. An ad professional will think of coming to Madras, only
if he has a old parent who is ailing or something like that.
In your opinion, which campaigns from Chennai
have set the benchmark in terms of Client-Agency synergy?
As far as HTA is concerned, its the Ford Ikon
campaign.
What kind of impact will the new economies make
on Chennai's Ad scene?
Chennai being one of the technology hubs has made
a big difference. Many people have left ad agencies to join the
new economy. Lots of dotcoms have come up from Chennai, and they
have attracted manpower from the ad industry more than any other
sector.
What about advertising on the net. Is it taken
seriously?
 Right
now a miniscule number at home is surfing the net. When this number
becomes large, you should find ways of reaching it. Everywhere there
is a realisation of the new economy. Everywhere people feel "
I must learn to use the net". People are scared of letting
it pass by. In HTA, we have one person dedicated just to monitor
our client's presence on the net. That way, there is a strong sense
of its tremendous potential.
What makes for "Customer delight" when it comes
to servicing the Advertiser?
Partnering the client. Knowing his business as
well as he does and being proactive about the communication business.
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