This column was originally published at ADgully.
I hope we don’t sell ourselves cheap anymore: Amit Wadhwa
The start of a new year is seen as bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.
As 2023 kicks off, Adgully has approached key industry leaders to Crystal Gaze into 2023 to highlight the major trends and developments that they see dominating the industry in the year ahead.
Amit Wadhwa, CEO, Dentsu Creative India, sees technology as being the biggest ally of creative in the year 2023, with both coming together to create more magic. He also speaks about how people will be a big focus for Dentsu.
Key trends dominating Media, Marketing & Advertising in 2023
Digital will be used more and more for brand building beyond performance and that will truly bring the true potential of the medium to the fore.
We will see new mediums like CTV and podcasts truly evolve, which basically means traditional mediums in a brand new avatar.
I hope we don’t sell ourselves cheap anymore. We need agencies to value what we bring to the table and only then will the clients and brands.
I hope 2023 is the year we start integrating rather than just saying integration. I hear everyone talking about it, but doing little to truly deliver it. This requires a huge restructuring, which I hope happens now as that is what brands need.
I would want both agencies and talent to have long-term views for each other. Agencies need to truly look at developing talent for the future and talent needs to commit oneself for a longer term to truly become a better professional in the future.
Major focus areas for Dentsu Creative India in 2023
Creativity: Great ideas delivered through integrating technology.
People: We don’t have machines, algorithms (not entirely ). We have people. Doing it right by them and developing them and valuing them is a big focus for us.
Growth: Growth is what keeps us active, agile and excited and we will keep that focus through new business and new streams.
Current clients: While we run for new business, never ignore your current relationships. That will always be a bigger focus for us.