Goafest 2024 Day 2: Adapting To Media Client Demands

During Goafest 2024's second-day session, sponsored by Sports18 & JioCinema and titled "Media Agencies Panel - The Changing Expectations from a Media Client Leader, and the Challenges in Getting There," a panel of industry leaders explored the evolving role of media client leaders and the hurdles they face in meeting evolving demands. The panel featured prominent figures including Ajay Gupte, CEO of Wavemaker South Asia; Anita Kotwani, CEO of Media South Asia at Dentsu; Tanmay Mohanty, CEO of Publicis Media Services India; and Vaishali Verma, CEO of Initiative India. Guiding the discussion was Vikram Sakuja, Partner & Group CEO of Media & Out-of-Home at Madison Communications.

The session unveiled insights into the shifting expectations placed on media client leaders and the complexities they encounter in fulfilling these expectations. Vaishali Verma highlighted the importance of tailoring client leadership qualities to fit each unique business and client, emphasising the need to match skills and experience with the client's industry and objectives. Anita Kotwani stressed that a successful client leader must be driven by a relentless pursuit of success for the client, ensuring their profitability. Ajay Gupte raised the question of whether a client leader should serve as a single point of contact, underscoring the enduring significance of understanding the client's needs amidst industry changes.

Throughout the discussion, the panelists shared insights gleaned from their experiences, offering a glimpse into the dynamic realm of media agencies. From embracing emerging technologies to adapting to evolving consumer behaviours, the dialogue shed light on the strategies and mindsets essential for thriving in today's fast-paced media landscape. Key themes such as maintaining a client-centric approach, demonstrating ownership and staying abreast of market shifts underscored the multifaceted nature of effective media client leadership.

Rajany Pradhan

BW Reporters The author is Principal Correspondent with BW Businessworld