4Ps B&M in association with Indian Council for Market Research (ICMR) brings to you the list of India’s best media agencies – those that are rewriting the rules of the game in today’s contemporary, fast-paced, media-buying world. Additionally is presented a graphical report on client expectations
While consumerism in India is today on an all-time high, product life-cycles are on an all-time low. Even the right product, at the right price point, may not serve the purpose of the marketers sans the right advertising push. Investment is short and in such a circumstance, the companies turn to the media planners, giving their kind more respect and making them more central to the entire decision ad-placement process. Therefore, to zero in on the best media agencies for the year 2011, we initially started with the set of India’s most recalled and successful media agencies. The final list was arrived at by testing each agency on several technical and financial parameters, which included number & quality of clients, billings generated in the recent past and ROI delivered (for their clients). Apart from this, an in-depth survey was also conducted amongst India’s top marketers (which included CMOs and Senior Marketing Executives of companies like Bharti Airtel, Idea Cellular, Fortis Healthcare, Lava International, Ashiana Housing, et al) to understand the factors/parameters they take into consideration while selecting a particular media agency to design the marketing mix of their respective companies. A total of 247 interviews were conducted using a structured questionnaire across five main centers in India namely Mumbai, Delhi, Kolkata, Chennai and Bengaluru. We’ve attempted to ensure that the 4Ps B&M-ICMR listing is cogent, structured and represents the factual positioning of expectations of the respondents.
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While consumerism in India is today on an all-time high, product life-cycles are on an all-time low. Even the right product, at the right price point, may not serve the purpose of the marketers sans the right advertising push. Investment is short and in such a circumstance, the companies turn to the media planners, giving their kind more respect and making them more central to the entire decision ad-placement process. Therefore, to zero in on the best media agencies for the year 2011, we initially started with the set of India’s most recalled and successful media agencies. The final list was arrived at by testing each agency on several technical and financial parameters, which included number & quality of clients, billings generated in the recent past and ROI delivered (for their clients). Apart from this, an in-depth survey was also conducted amongst India’s top marketers (which included CMOs and Senior Marketing Executives of companies like Bharti Airtel, Idea Cellular, Fortis Healthcare, Lava International, Ashiana Housing, et al) to understand the factors/parameters they take into consideration while selecting a particular media agency to design the marketing mix of their respective companies. A total of 247 interviews were conducted using a structured questionnaire across five main centers in India namely Mumbai, Delhi, Kolkata, Chennai and Bengaluru. We’ve attempted to ensure that the 4Ps B&M-ICMR listing is cogent, structured and represents the factual positioning of expectations of the respondents.
For more articles, Click on IIPM Article
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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