An advertising agency CEO argues that organisation culture is more critical than creativity

The former chairman of FCB Ulka Anil Kapoor usually said, “Advertising is a senior person’s business where the best ideas come from youngsters.” It does seem to be a bit of a contradiction for a business where the average age is in the twenties. However, when one looks at the history of client-agency relationships that have resulted in great brand-building campaigns, a common factor emerges – the close partnership at senior levels between the agency and the client. This is not restricted to advertising but holds true for any consultancy business where the service organisation is a strategic partner to the client company.

While advertising plays a pivotal role in creating brand value, it cannot work in isolation; it needs to operate in cohesion with the other elements of the marketing mix. Therefore, advertising’s role in creating brand value is only possible if it is in sync with the overall marketing strategy. In other words, the agency must be aware of and/or involved in the client’s product, price and distribution strategies. For this to happen, the agency must have the trust and respect of the senior-most levels at the client’s end.

In almost every case where successful brand-building activity has resulted in...

Read more