2017 in Review: Creativity benefitted from a challenging year: Sunil Lulla
Sunil Lulla, Chairman and Managing Director, Grey Group India, highlights the developments during 2017 that have emerged to be strong vectors of growth for the advertising sector.
I believe the following have emerged to be strong vectors of growth for the advertising sector:
Despite much cynicism, there has been growth of media, growth of fees, growth of new clients/ brands, growth of talent. Yes, there have been challenges as the scale of growth is smaller, competition is both more intense and complex, but I fundamentally believe all good businesses have emerged stronger.
Digital oriented use and solutions will continue to grow strong. Every brand, marketer and marketing services provider will need to get more savvy, active and a more sophisticated developer and deplorer of solutions.
Coming out of a slower economy, brand owners are gearing to only build stronger brands – which means agencies will work stronger, closer and as better partners than ever before to do so. Innovation across the board is the need of the day. What better than creativity which solves business problems!
Agencies like ours, leveraged WPP horizontality by working seamlessly with partners across different domains, to provide clients holistic, 360 solutions, under one big idea/ platform, with similar cultures and talent-nimbleness.
In 2017, the tough got tougher. The nimble got nimbler. Creativity benefitted from a challenging year.