'Work not as client leaders but as partners'

In a dynamic session on the Media Agencies Panel-The Changing Expectations from a Media Client Leader, and the Challenges in Getting There at Goafest 2024, industry experts convened to explore the evolving role of media client leaders and the challenges they confront. 

The panellists included Ajay Gupte, CEO of Wavemaker South Asia; Anita Kotwani, CEO of Media South Asia at Dentsu; Tanmay Mohanty, CEO of Publicis Media Services India; and Vaishali Verma, CEO of Initiative India. Guiding the discussion was Vikram Sakuja, Partner & Group CEO of Media & Out-of-Home at Madison Communications. 

Emphasizing adaptability and client-centricity, panellists underscored the need for leaders to align with evolving market dynamics while maintaining a relentless focus on client success and profitability. Insights shared ranged from embracing emerging technologies to navigating changing consumer behaviours, offering a comprehensive view of succeeding in today's fast-paced media landscape. 

Speaking on the transformation of the media agencies, Verma described it as a ‘gear shift’ from different people doing different roles to one person trying to manage the show. She said, “20 years ago, we were focused on the top-end metrics, awareness and different people handling different things. However, now, it's all kind of moving towards one person trying to manage the show. This shift poses challenges as the client lead or business head needs to adeptly manage the entire domain. The agency business has dramatically evolved, significantly different from what it was twenty years ago."

Through this conversation, key requisites for an effective client leader were explored, where Verma stressed that the requirements for a good client leader vary with each category and client. She emphasised the importance of identifying the nature of the business and then positioning a client leader whose skills and experience would be an asset to both the client and the brand. 

Further Kotwani added a client leader needs to start off with being client-obsessed. “If I can understand his business as well as he understands it, then the value that I can add back to his business is tremendous.  When they need to drive growth, I need to understand the areas in which they are having issues, concerns, challenges, and then how do I address them with retrofitting solutions that fit in from our side. So the match of that is what is becoming integral.” 

Moreover, Gupte brought attention to whether the client leader needs to be a single point of contact (SPOC). While acknowledging that much has changed in the industry, he noted that some fundamentals remain the same, such as the importance of understanding the client's needs. He pointed out that change is a constant, and a client leader must evolve with market shifts and the information available, maintaining a client-centric approach. 

Gupte said, “If a client leader is obsessed about success for the client and understanding the consumer better, he will find a solution. While things have changed, this remains a constant. Anyone with these two basic capabilities or criteria will succeed, whichever generation we are talking about.” He further added that this really is about change and transformation. “Change is a constant. It has been changing since forever.”

Adding to this Mohanty said, “ It's a partnership you are looking at. Most of the CMOs' lifespan is two years. Most of the client leaders and the new accounts that come in probably are a couple of years. It is a personal touch between working as a partner rather than thinking as a client leader."

Through insightful dialogue and shared experiences, the discussion delved into the dynamic landscape of media agencies, offering perspectives on how leaders navigate industry shifts while striving for excellence. 

From adapting to emerging technologies to addressing changing consumer behaviours to having a client-centric attitude to display ownership and accountability, the session provided valuable insights into the strategies and approaches required to succeed in today's fast-paced media environment.