Yet another attempt to get our Wizard with Words to give us a provocative answer. Here’s the January 19 edition of Das ka Dum with Dr Bhaskar Das.
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Q: If a marketer were to seek your advice on who s/he should retain for digitally-led advertising what would your advice be? A part of a large global network which can offer scale and global exposure or a young, hungry upstart that’ll be cheaper and produce more effective work?
A: It is not about digital advertising. It’s about marketing/ advertising in a digital world. Secondly, depending on the business/ marketing priorities of the client, a partner is selected. Big or small agencies, as mentioned by you, have their respective capabilities. So one can’t say what is a perfect choice for partner selection. That’s when the budget for the communication/ marketing task play a key role in deciding on which option to go for.