of Advertising Agencies in the 21st Century
the beginning of the 21st century Advertising Agencies
are playing a very important role in the business of advertising.
A lot of water has flown past the Ganges during the last 5
decade since the foundation of the first professional agency
in India in 1950's by JW Thompson & DJ Keeymer.
are those days when advertising agencies were only playing a vital
role in Planning the campaign for their clients, preparing the campaign
and placing it in suitable media on behalf of their clients. In
today's competitive situation it is evident that reputed ad agencies
are not restricting themselves to the above services but are also
willing to offer something extra to their clients in the areas of
marketing research, Sales promotion & Merchandising activities
and Public Relation oriented services.
National and reputed Advertising Agencies are increasingly
going for 360 degree approach in their communications and
are prepared to walk the extra yard to understand their client's
business in a better manner in order to communicate with the
target audience effectively and efficiently.
Reputed agencies like O and M, Mudra Communications, JWT
and others preferred to be treated as 'PARTNERS' in their
client's business and are always trying to suggest the best
and cost effective communication strategy to reach the target
With the passage of
time along with the concept of 'FULL SERVICE AGENCY'
like, Madison; Carat
etc. have come up to take care of the client's special media requirements.
We also see CREATIVE BOUTIQUES like Aloke Nanda Communications,
Vyas G Creative etc. just offering creative service to their clients.
Advertising Agencies being prime facilitator in the business of
advertising have rightly understood the need of the hour and are
playing a key role in the business of Advertising.
Contributing Author: Supriyo Patra Head Of the Department
Sports Management Programme & Lecturer Dept. of Business Administration
George College 136, B.B.Ganguly Street Kolkata 700012. [email protected]
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