Aces of the Media Agency World

In the ever evolving media world, change is the only constant. As times change, trends reduce to redundance, the media world upgrades. Today, we witness a seismic shift in this dynamic landscape. Traditional, digital, and emerging channels are converging, creating new opportunities and challenges for brands. Traditional media channels like Television and Print face rising competition from digital platforms, while emerging media formats — like streaming services and interactive ads on CTV platforms — redefine the rules of engagement. As India’s media agency landscape evolves, agencies face the challenge of not only embracing new digital platforms but also understanding the shifting habits of consumers. The question now is: How can agencies effectively balance their traditional strengths in established media with the growing demand for digital strategies? What role will technology, data, and creativity play in shaping a future that feels both dynamic and unpredictable? To thrive, media agencies must adapt. As Indian consumers spend over four hours daily on their mobile devices, digital-first strategies have become crucial for brands to capture attention and drive engagement. AI-driven personalised advertising and content curation are now mainstream. Traditional and digital expertise are merging, with customer-centricity at the forefront.

“The power of media is becoming enormous. The way I see it, some things must remain constant, while others need to adapt to the changing landscape. Core elements—such as basic consumer understanding, providing value to consumers, and finding a place in their hearts—have always been essential and will continue to be. However, the tools available to achieve this have changed, thanks to advancements in media, digitisation, AI tech, and modern technology. Right now, the focus is on balancing traditional brand-building principles with the new media tools we have at our disposal,” he said.

He stressed on the importance of using the full range of media options effectively, as each type (print, TV, digital) still connects with people. Achieving this balance is key to successful marketing.

“Sometimes, I feel that people are overly focused on one aspect of technology, like performance marketing, because it can be measured. But they may be neglecting other important aspects in the process, potentially missing out on something crucial. Achieving a balance is key. There is a place for every media type as long as people are consuming it, whether it’s Print, News, TV, or Digital. I don’t believe marketers should project their personal habits onto the entire market. Just because I or my kids don’t read the newspaper doesn’t mean no one else does. It’s essential to stay tuned to what consumers are actually doing and ensure that the full range of media options are being used effectively. In the future, we can expect TV, newspapers, and digital media to continue connecting with people in meaningful ways,” he added.

Prasanth Kumar, CEO of GroupM South Asia, highlighted the industry’s constant evolution, with new solutions and categories emerging. Exciting techniques, such as SOFs (Solution-Oriented Formats), are transforming the landscape. To stay relevant, agencies must focus on talent development, trend analysis, and experimentation.

“There have been a lot of changes. The industry has constantly evolved, with new things to learn, new solutions to explore, and new categories to work with. Every aspect has seen tremendous growth. I’m especially excited by the new solutions emerging from this evolution. I’m not focusing on any particular medium, but SOFs have brought in very interesting and exciting technology. Over the last two and a half to three decades, we’ve seen amazing developments and shifts in consumer habits. Every year has been a learning experience, and that learning continues, which is something I’m particularly excited about,” he shared.

He further emphasised that collaboration with colleagues, clients, and external partners is crucial for success. Kumar encourages embracing failure as a learning opportunity and staying curious to adapt and improve.

“I don’t believe any solution is likely to disappear in a market like ours—it might evolve or take on a different shape, but there will only be more diverse solutions. This means agencies need to be prepared. They should focus on developing talent, understanding trends that work best for clients, and actively work on those trends, among other things. This industry, like others, isn’t the largest in the country, but it has experienced a respectable pace of growth that I believe will continue. We should try everything, and if we fail, it’s a good thing because it means we’re learning. The earlier we learn, the better; we can adapt and improve later. So, be experimental, stay curious, try different approaches, be radical, and always think about how to add an edge to your ideas and solutions. Collaboration is key; it can bring a unique power and magic to what we’re trying to achieve,” Kumar added.