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Q: Last year, Godrej Consumer Products chose to zone all its advertising inhouse. Would you say that’s the way to go for large Indian marketers?
A: It’s too small a sample base to predict a possible patten of corporate behaviour in future. It depends on so many factors, both internal to an organisation or external to them. It is also a prioritisation on the basis of classical ‘Make’ or ‘Buy’ trade-off.
Each options has its merits but there is no doubt that agencies bring on the table a lot of expertise across the spectrum of services that can help an organisation leverage its marketing and thereby business objectives.
So, the jury is out on the subject and I can’t give any skewed nod to either of the options. It’s very situation-specific.