How have client media agency relationships changed?
Yes, we spent a lot of time on realigning client mindsets. We managed to get them out of the routine of focusing the bulk of their energies on media deliveries. We encouraged them to benchmark themselves against competition and how to motivate their media agency’s core team. Clients have to realise that media is a specialised function and media personnel need to be motivated in a different way as compared to the client servicing or creative teams. Of course, our clients have responded favourably and are much more knowledgeable now. Larger clients have realised that they have to play a balancing act as the specialised units – media, servicing, account planning and creative – bombard them with a wide array of solutions and strategies. Today, clients are open to incentivising performance and very comfortable with the concept. In fact, we had put in the “performance linked remuneration” clause right when we started off. Clients are open to “time-spent” kind of arrangements too. The point i
