#1 Explore markets beyond the current six metros in India.
#2 Focus on emerging sectors such as service industries, online companies.
# The era of partnership and long-term is dead with clients. Therefore, charge on assignment basis and earn for work rather than work first for free and earn after the release of the ad.
#4 Move from brand building to the brand popularity model where revenue is earned for the buzz created around the brand across media.
#5 Overhaul the account planning functions. They need to be re-trained and presented as ‘Marketing Service’ and offered to clients only for a fee. The service provides a holistic marketing solution with hard sales targets and commensurate fees.
#6 Have a flexible agency structure which works with freelancers and collaborates / provides service to other agencies for a fee. This ensures that employee costs are not high and every employee is productively utilized.
Rajan Narayan is President, Quadrant Communications