A Perspective from India: Redefining the Role of a Media Specialist in Today’s World

Media Specialization was born in India in early 1995. Its initial charter was to aggregate advertising spending in order to leverage more advantageous pricing for marketers. Today, this industry segment has evolved to better understand the importance of strategic planning. However, many media specialists in India, particularly given the uncertainty of these times, continue to build the core of their businesses around Reach/Frequency and
Cost-Per-Rating-Point. This may cause some significant changes moving forward.

Industry Split
I predict an industry split in India. Concerned Media Specialists will form part of a group that I’ll define as “Value Creators,” while others will conduct their business as “Traders.” The “Value Creator” Media Specialist group will make investments in its infrastructure and guide their clients in an unbiased manner with a long-term view in an effort to respond to the new cost-cutting mentality and the need for quarterly results from advertising, “Traders” will seek to help save clients money in the short term. However, I’d argue that this latter group may not ultimately serve the industry as well — even though they may seem like they are solving an immediate problem in stressful economic times.

Unfortunately, in India (and perhaps in other fast-developing countries around the world, as well) a majority of Marketing Directors still view advertising dollars as marketing “expenditure,” rather than an “investment” in brand equity. Media accounts continually move from one agency to another for better discounts and lower remunerations. Media channels get squeezed to the last penny.

Concepts like engagement planning, permission marketing and 360° approaches remain largely in PowerPoint presentations and in conference rooms.
Companies are trying to find ways to keep the effects of the economic downturn at bay. One easy solution is to implement both down-sizing and marketing cost-cutting. However, it is the companies with robust strategies and long-term vision that will survive in times of crisis and then emerge stronger.

Unfortunately, advising a client today about the need to look at advertising/marketing as a long-term investment often falls on deaf ears. Hence, my prediction about an inevitable split between Media Specialists who are “Value Creators” versus “Traders.”
A case in point can be seen in any supermarket or mall today, where big
sign-boards offer customers a “Sale of up to 70% Discount!!” Such incentives may be necessary in some sectors to move product. But, the “Value Creator” strategist will help clients package such initiatives from a long-term perspective. They’ll weigh the benefits of maintaining customer loyalty against the effects of tactical initiatives.

Bringing the Message to the Consumer
Why focus on Media Specialists now? There’s a traditional belief in the Indian market that the creative side of the business has a 75% stake in success of any advertising campaign and the remaining 25% is attributed to media. I believe both functions have an equal equity and that media has long been undervalued. Successful communications depends largely on bringing a message to life on channels where the right consumer will notice it, change their views or behaviors and act favorably.

“Value Creators” must deeply focus on understanding their clients’ business health today, as well as anticipating its potential in the future. But they can’t stop there. These types of Media Specialists must also know their clients’ dreams and their fears. They must understand the complex relationships their brands have with consumers — and offer insight into the hearts and heads of their customers.
At the same time, “Value Creators” need to invest in talent, technology and all resources that ensure they can build bridges of relevance with their advertisers… and their advertisers’ customers. And they must consistently deliver on the promise of investing to create lasting brand equity with tangible results.

Long Term Value
It is a tall order. However, these times provide a great opportunity for advertisers to encourage their media specialist agencies to evolve into “Value Creators” that mirror the ideals of the client company. This will also help marketers better align with their consumers, employees and their trade partners — whether agency or media owner — for the long term.

We at Media Direction India are proof that choosing the “Value Creator” scenario does work — despite the temptation of operating like a “Trader” and attracting immediate budgets in tough times. Our company was re-launched two years ago and operates with a view to building long and sustainable brand partnerships. We are one the few specialist agencies — if not the only one in our market — to receive a proactive increase in remuneration when one of our clients recognized the value the agency added to the business.

The investment in enhancing the quality of deliverables by Media Specialists does pay off. Not only did we provide more for our clients while deepening those vital relationships, but our Group’s bottom line rose 250% in just two years.

Success does follow those who constantly seek answers to the question “why not?” There are great examples of companies with a willingness to pursue contrarian strategies during challenging times, who can become favored by the financial markets too. Thankfully and proudly, we are among them. It is possible.

Amen!

S Yesudas is the Chief Executive Officer of R K SWAMY Media Group, India, which includes Media Direction, Hansa Media Services, Digital Direction, Radio Direction, and Hansa Outdoor. He has spent over 17 years in the field of Media in India, East Africa and Indonesia.

While serving as CEO of the R K SWAMY Media Group for the last two years, the company’s bottom line has risen by 250%. Yesudas achieved this growth by adding “impact” to clients’ communication, and bringing varied, new business contributions to the group. He successfully re-launched Media Direction, in addition to launching Digital wing, Digital Direction, Hansa Media Services (a conflict brand) and Radio Direction (radio specialization) and realized a gain of roughly USD $80 million in new revenues. Yesudas also oversaw the introduction of new programs to attract and develop talent, as well the installation of new systems, tools, and processes for the agency group.

As a result, Media Direction was chosen to represent India at the Cannes ’08 Advertising under the Young Lions category.
His past assignments have included roles at Initiative in India, where he launched Insight; in Nairobi, Kenya as East Africa Regional Director for both Initiative and Draft; and in Jakarta as Business Director for Initiative Indonesia.

Currently Yesudas sits on the Media Committee of Bombay Chamber of Commerce and Industry, as well as on the newly-constituted Media Forum of AAA of I.