So. how do you see the digital landscape, the digital advertising landscape and what are the trends that you think are going to be the next few years?
Three takeaways worth carrying forward.
- 01
So the ecosystem will continue to grow you know we could debate whether the growth will be 20% versus 30% versus 40% and I think what will also happen is that there will be these points of time where big disruption will happen.
- 02
So I think the numbers we can debate but the ecosystem is going to continue to grow and make it easier in many ways for us to reach our consumers but also push our creativity to the hilt because the consumer is now so much more in control of what he does.
- 03
As PhD globally we have been very very cognizant of the fact that you know we can do data we can do measurement we can do our cost numbers and whatever like how any regular media agency would do.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT1,079 words
It is when we are really able to work together and push that agenda of partnership that is when magic happens. So how do you strike a healthy balance between creativity and innovation? So creativity and innovation in our scheme of things are actually the same thing right I mean you can't be innovative without being creative and if you are creative then you will end up doing things which are different from you know the regular run of the mill stuff.
As PhD globally we have been very very cognizant of the fact that you know we can do data we can do measurement we can do our cost numbers and whatever like how any regular media agency would do. But the real difference that we are able to make to a client's business actually comes from innovation. And you know we have done a lot of work with clients across the world and tried to put some bit of understanding and science behind it also.
And the consistent output that we have seen is that when we drive innovation that is when we are really able to also drive disproportionate ROI for our clients. Which is great. So what role does technology play here? So technology is an enabler. You know so it is very easy to get into this whole big data measurement tracking technologies made everything measurable you know everything is real time kind of a conversation. And it is very easy to get lost in it and get enamored with it which I think a lot of us agencies marketeers are all doing right.
But if you step back and look at the bigger picture eventually it is an enabler. To me it is another tool in how I can do things which really make a difference to our business to the way we engage our consumers. So it has to be a good mix of creativity and technology to deliver effective results right. It has to be see eventually the result will come from the creativity. Right. Now how am I making technology work for me you know a creative manner is what then makes the difference. Right. Because eventually the technology is available to everybody.
And you know it is today it is probably become the most common denominator across right. It is it's set a stage where it is available it is at a cost which most people can afford. It is what you do with the technology that really sets you apart. What what makes for a healthy client agency relationship. So. Because everything is so ROI driven that you cannot probably push in too much too much creativity. Right. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So.
So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. So. how do you see the digital landscape, the digital advertising landscape and what are the trends that you think are going to be the next few years? So. It is an evolving ecosystem and you know I think it's changing literally. As we speak right there are new things coming up and it takes that much of you know being on top of things to make sure that you are always doing the best you can. Right.
I think it will continue to grow more because again going back to you know technology has made it's a great leveler right. So it's made things available to everybody. Right. So. So. So. So. So. So. So. So the ecosystem will continue to grow you know we could debate whether the growth will be 20% versus 30% versus 40% and I think what will also happen is that there will be these points of time where big disruption will happen. So for example when last when Jio came in and you know really commoditized the data availability in the country.
It was such a huge jump which nobody could have really predicted had Jio not happened. So I think the numbers we can debate but the ecosystem is going to continue to grow and make it easier in many ways for us to reach our consumers but also push our creativity to the hilt because the consumer is now so much more in control of what he does. Your job is pretty hectic I believe so what do you do to unwind from work. I typically try to find some me time. Yeah. But I think the way I look at it is that it is not so much about work life balance because
work is also an integral part of our life right. So when I say work life it is almost like I am saying work is opposite to life. So I try to look at it as a work home balance and strike a chord where I can sort of you know have a little bit of unwind time at work and a little bit of unwind time at home. I think it is not really important for me to do this work home balance for myself but also to create an environment where the place that I work in all employees feel the same. I think it is a great thing. I think it is a great thing.
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