You have been in the industry for so long. How has been the transformation?
I believe that the evolution is huge and drastic. Earlier, the media department used to be an integrated part of the entire ad agency. But today, you have certain dependent units within the media division also, like planning, buying, special service units et al. This has largely happened because media has panned out. New media formats have come in and advertisers have changed their outlook. Thus, media agencies have to adapt to the new trends.
What challenges or shortcomings do you see with the emergence and bifurcation of media in India?
Most of the time you actually don’t know what the creative looks like. You just have a basic understanding of what the communication is until the client really has a process where it involves all the agencies and their business partners. Hence, it’s a disadvantage as it prevents us to think holistic.
Earlier, the relationship between media owners and buyers was transactional in nature. How do you think it has changed?
It’s still transactional but it also depends on how you partner with them as they have the asset which is combined with your thinking and strategy. For instance, we have the Aviva – Donate a Book campaign. We have collaborated with HT for it and are using it to both promote the brand and get associated with a social cause.
This year in January, you joined as COO of VivaKi after a stint as Vice president – Media at Zenith Optimedia. How has been the transformation phase?
It has made me look at things rationally as I have become a part of the whole management. We now have a more scientific way of doing things as we have added a procurement person who comes from the client background and brings in the knowledge and expectations which the client may have. This gives a more comprehensive approach towards doing things.
Do you think your advertising background helped you in understanding the nuances of media planning?
Absolutely. I believe people of my era are kind of all-rounders and understand every part of advertising and not just media, as we used to work along in integrated units. An obvious understanding of media was there since we used to be a part of meetings that went into building a brand. Our exposure was far superior as compared to people who have now come on board.
You also have a VivaKi nerve team. What is its function and how will it work in India?
It’s a global initiative wherein they bring in all the best practices for the brand to kind of adopt it. Thus, they do a lot of training programmes and also have a digital initiative. It’s still in a very nascent stage in India and the whole idea is to get into various digital launching tools, techniques and tie ups.
Mona Jain, COO, Vivaki Exchange India always wanted to be a Marketing Professional. But she Ended up next door in Media Planning. Here, She Shares how Media Planning in India has Evolved and what lies ahead
I believe that the evolution is huge and drastic. Earlier, the media department used to be an integrated part of the entire ad agency. But today, you have certain dependent units within the media division also, like planning, buying, special service units et al. This has largely happened because media has panned out. New media formats have come in and advertisers have changed their outlook. Thus, media agencies have to adapt to the new trends.
What challenges or shortcomings do you see with the emergence and bifurcation of media in India?
Most of the time you actually don’t know what the creative looks like. You just have a basic understanding of what the communication is until the client really has a process where it involves all the agencies and their business partners. Hence, it’s a disadvantage as it prevents us to think holistic.
Earlier, the relationship between media owners and buyers was transactional in nature. How do you think it has changed?
It’s still transactional but it also depends on how you partner with them as they have the asset which is combined with your thinking and strategy. For instance, we have the Aviva – Donate a Book campaign. We have collaborated with HT for it and are using it to both promote the brand and get associated with a social cause.
This year in January, you joined as COO of VivaKi after a stint as Vice president – Media at Zenith Optimedia. How has been the transformation phase?
It has made me look at things rationally as I have become a part of the whole management. We now have a more scientific way of doing things as we have added a procurement person who comes from the client background and brings in the knowledge and expectations which the client may have. This gives a more comprehensive approach towards doing things.
Do you think your advertising background helped you in understanding the nuances of media planning?
Absolutely. I believe people of my era are kind of all-rounders and understand every part of advertising and not just media, as we used to work along in integrated units. An obvious understanding of media was there since we used to be a part of meetings that went into building a brand. Our exposure was far superior as compared to people who have now come on board.
You also have a VivaKi nerve team. What is its function and how will it work in India?
It’s a global initiative wherein they bring in all the best practices for the brand to kind of adopt it. Thus, they do a lot of training programmes and also have a digital initiative. It’s still in a very nascent stage in India and the whole idea is to get into various digital launching tools, techniques and tie ups.
Mona Jain, COO, Vivaki Exchange India always wanted to be a Marketing Professional. But she Ended up next door in Media Planning. Here, She Shares how Media Planning in India has Evolved and what lies ahead
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