Go Goa and impact-Imrs mood of the creative frat survey: future augurs well for India adland

GoaFest is just a few days away. And what better time than this to capture the mood of the industry? What do the young ones in the industry feel about various aspects of the profession be it salary packages, growth opportunities, talent recognition and so on. The list can be long…To get a perspective of sorts on what the future holds for the Indian ad-land, impact conducted a survey in conjunction with IMRS as its research partner. And from the study that has come out, we bet that the future of Indian advertising sure looks good and hopeful. When asked about which is more important in an advertising campaign – Creative or Strategy, its was a whooping 46 per cent that was in favour of strategy being more important giving explanations like only with good thinking can a good creative emerge. 12 per cent thought of creative as important, while 24 per cent think both are equally important. Now, this is quite surprising. As is known, agencies like JWT has always been banking on the strategy, while on the other hand, Ogilvy, Lowe and McCann are looked upon as creative powerhouses.


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