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The age of integrated planning is upon us, says Essence India MD

'Ad frauds are becoming more and more sophisticated, so are detection tools', says Anand Chakravarthy

Anchita Ghosh 

At a time when traditional advertising agency structures are breaking down and there is demand for new skill sets, how should media agencies prepare themselves to make things easy for the consumer — in terms of messaging and delivery mechanisms? Today we cannot afford to not have a digital ecosystem. We have been upscaling our digital capabilities over the last four to five years.

Now, digital accounts for 27 per cent of every Rs 100 spent on media. But in a market of the size of India offline (analogue) skills continue to be very important. Television, for example, continues to ...

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First Published: Wed, February 26 2020. 22:38 IST
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