To Keep them in the Game, a Full-service Agency Must Focus on Strengthening their Specialisms to an Expert Level- Sanjeev Jasani, Cheil India

Here is our exclusive chat with Sanjeev Jasani, Chief Digital Officer, Cheil WW India. He has been associated with the company for nearly 3 years. Some of his many roles include- being responsible for the digital transformation and setting up specializations for the organization, organization architecture, driving and running M&A strategy for the organization and driving new business strategies.

1. Brand marketers have warmed up to ‘in-house’ of late. Should agencies be worried?

A lot of brands have started to warm up to the “in-house” concept when it comes to agencies, however I don’t think agencies should be worried. Most of the grunt work which requires quick turnaround time is generally pulled in-house to also have greater control over it. But there is always room for the “Big Idea” and brand building activities which agencies can provide leaving a clear role for the agencies. There is a lot of money in the grunt work but it’s also easily replaceable and often becomes a price war. Moreover, agencies lose focus on what they are supposed to do in the bid to make money and that is provide “Big Memorable Ideas” that live on forever.

2. What type of talent/ acquisition is missing in digital agencies today?

Most digital agencies are off shoots of traditional agencies and as a result tend to think like that. The role of data, analytics and being able to extract insights from that data for sharper ideas is becoming more and more important with each passing day. I feel digital agencies struggle when it comes to this area. The planning function in digital agencies have also changed drastically as a result of this. Consumer journeys are no longer linear and there are multiple touchpoints that consumers can now interact with. Each of these touchpoints provide a plethora of data to analyse. This change in market dynamics will result in the change in the role of the digital planner. And this new breed of digital planners are in short supply with digital agencies.

3. The client has become more demanding than ever be. Do you agree?

Yes, they have. And why shouldn’t they? Competition is fierce. Landscapes are changing fast. ROI is a common discussion in all meetings. And talent is scarce. This puts a lot of pressure on not only the agency but the clients as well. Also, the digital understanding of most clients is still very nascent. The average client is still thinking in the traditional way. Digital for them is the new kid on the block. The antidote to all their problems. This I feel makes them very demanding.

4. In what ways do you see Artificial Intelligence impacting the ad world in the next 2 years?

AI for me is a blessing in disguise. In no way am I suggesting that they will replace the work force but it can surely help agencies become leaner and meaner. Get rid of the fat, optimize on the costs and focus on the big idea rather than the grunt work. AI is today entering every aspect of digital marketing. From data analytics, media planning, content production and consumer experiences to customer service as well. AI has taken the agency business by storm. Embrace it or be left behind is all I can say.

5. Of late, there have been fresh discussions around ‘the full-service ad agency’ and whether brands need them at all. What should agencies do to defend their turf?

Look, there is a role for full service agencies. But not all clients need one. It’s the very large clients that will really need full service agencies as they need integrated services and quick turnaround and often don’t have the luxury of time to work with multiple agencies. But these are also the mature clients and so their asks from every function of the full service agency will be nothing short of excellence and cutting edge. To defend your turf, a full service agency will have to focus on strengthening their specialisms to an expert level. That will keep them in the game. Calling yourself a full service agency for the sake of it is really not helpful and clients will see through it very quickly.

6. Which has been your favourite digital campaign in recent times?

In fact, quite a few. I like digital experiential stuff.

One of my recent favourite campaigns is the “KFC Suppertime Stories”. This campaign promoted the KFC Bargain Bucket by combining it African storytelling with packaging design linked to built-in mobile technology. A simple idea but so very engaging!

#Thefearlessgirl campaign– A simple yet so very powerful idea! An idea where the symbol of corporate America – Wall street’s charging bull – was challenged with a bronze statue of a defiant girl on the eve of International women’s day. Simply brilliant!

The Good Vibes app Project-Again a very simple yet powerful campaign where the deafblind use the mobile phone as a two-way communication tool and get back in circulation.

7. What is that one thing about your job that you’d do away with in a heartbeat?

I like everything about my job but if there is one thing I could take away from the agency in a heartbeat, then it’s the grunt work. A necessary evil but easily avoidable.