What do have to say about mainstream ad/media agencies getting into Events / Celebrity Management / Branded Content?
I think they’ve been trying to do it for five to six years. I think mainstream advertising companies are very good in talking the talk but they’ve not been successful. In Events, possibly, Ogilvy Live, for e.g., is decent. But I don’t think advertising agencies know how it works. They always treat this as a peripheral to traditional advertising – your 60 cc print ad, your 30 sec commercial. And that’s the language they understand. As media gets fragmented, you may have 20 new newspapers and a 100 new channels. Your 30 seconds becomes useless and so does your 60 cc print ad. You need non-traditional media and experiential marketing to build your brand. Advertising people just don’t understand this. To succeed in this business today, you need to understand non-traditional media, you need to understand marketing and you need to have good relationships. So even if ad agencies understand the theoretical need of moving into this space, they don’t have the resources, they don’t have the relat
