Das ka Dum with Dr Bhaskar Das | Is the future brighter for smaller independents or larger networks – in not just creative advertising, but even in media? Given that smaller setups can understand and service local needs better?

Networked we rule? Or Scattered…? Well, the debate on whether independents are or networked/larger companies are more effective is never-ending. So we asked Dr Bhaskar Das the question for the July 18 edition of Das ka Dum. Read on…

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Q. Is the future brighter for smaller independents or larger networks – in not just creative advertising, but even in media? Given that smaller set-ups can understand and service local needs better?

A. It’s not about Small or Big networks. It’s about the imperative of nimbleness, hyper-agility and be supra-responsiveness to the requirements of the ecosystem/customers. The skill is how to instil a ‘culture’ of a small company mindset (not petty) within a big company. So it’s not really an ‘either-or’ option. How an organisation can respond at the speed of thought? Your observation about a setup for understanding and servicing local/clients’ needs in an efficient and effective way, proactively, is the name of the game in the ‘never normal’ world order.