THE NEW AGENDA
As industry bodies re-elect new office bearers, their agendas can impact the future of the business. The people at the helm list down the pressing issues to be addressed. TEAM IMPACT A new leadership has taken over the reins of the country’s apex bodies that govern the advertising, media and marketing industries. In a year when the industry was just coming off the effects of demonetization, the roll-out of the Goods and Services Tax (GST) resulted in challenges and even stemmed the growth. In this scenario, it is the industry bodies - comprising all stakeholders - who have led the way in not just educating its members but also playing a key role in laying down policy for their respective organisations and paving the way for the growth of the industry. While seven apex bodies, Advertising Standards Council of India (ASCI), Media Research Users Council (MRUC), Audit Bureau of Circulations (ABC), The Ad Club (TAC), Indian Newspaper Society (INS), News Broadcasters Association (NBA) and International Advertising Association – India Chapter (IAA) elected new heads, it was another term at the helm for Punit Goenka, Sunil Kataria and Nakul Chopra at the Indian Broadcasting Foundation (IBF), Indian Society of Advertisers (ISA) and Advertising Agencies Association of India (AAAI) respectively. (It must be noted that the Association of Radio Operators for India (AROI), has not held its AGM this year). As the industry veterans settle down in their new role, we find out what is on their agenda to drive the future of the industry, the issues plaguing their domain and coping with the everevolving ecosystem. “I am elated to lead the Industry body for the second consecutive year. It places a huge responsibility on my shoulders to steer the sector through challenges and complexities. I look forward to the support of each and everyone in the fraternity to collaborate with the government and other regulatory bodies to provide an enabling environment to conduct our businesses in a transparent and goal centric manner linking it inextricably to the India’s media and entertainment sector growth story”. Do industry bodies like the Ad Club, AAAI, ABC and IBF need young blood in their decision-making ranks to stay relevant? I think there should be a combination (of youth and experience), you can’t just chuck out everyone and bring in only youngsters. For example, look at our cricket team. It is difficult to completely change everything and it is wrong to not change anything. A lot depends also on how much time young people can devote to this. Most of them are still chasing their own ambitions and dreams. AGNELLO DIAS Chairman & Co-Founder,Taproot CVL SRINIVAS CEO, South Asia, GroupM It is a very good idea to have youngsters now take on the mantle in all our key industry associations. It is not that the seniors haven’t tried to enlist the youngsters into these committees, but rather what we find is that the young people are either not inclined or just don’t have the time with daily work and deadlines. So there are challenges. Having said that, I think it’s a good idea for industry bodies to have some representation of youngsters into these committees as that helps prepare them for future leadership roles. SAM BALSARA Chairman & Managing Director, Madison World We have a fantastic leadership in all the industry associations today, and all these leaders are definitely committed to get young blood into various sub-committees. It is the responsibility of the senior leadership today to create those opportunities and avenues for younger people to engage and participate more in industry bodies and events. It’s not just about the youth but also about getting a good gender balance in the equation. These are still early days but I am confident that we will see more young people participate in industry initiatives. PRADEEP DWIVEDI CEO, Sakal Media Group Getting youngsters on board is a very good thing not just in ASCI but any board in the industry. These may not necessarily have to be freshers – they could be people with 10 to 15 years of experience. In fact, on whichever board I am part of, I will recommend something called a ‘shadow committee’ where we can handpick youngsters and they work with board members. That way, younger people will have a better understanding of the industry and its issues, which they can take back to their organisations. I don’t think there are any challenges to involving young people. The objective is to keep them involved and motivated. CEO, IPG Mediabrands One should revitalize the executive councils in the industry bodies with young blood. It’s not an either and or situation as both experience and fresh thinking count. It’s also about getting new industries into the body. The ISA now represents a wide range of industries, including new age such as technology. SUNIL KATARIA Business Head - India and SAARC, GCPL I respect all the elders and seniors in the industry but I think it’s time to have a 33% equal split between female participation and under 40, and them holding forte for all the bodies, and the industry efforts that are put together. I am not supporting reservations but women and young people can add a lot of value to the thought process. If you really need a younger perspective, it makes sense to have at least 1/3rd young people contributing in these bodies. MANDEEP MALHOTRA Founding Partner and CEO, The Social Street We are blessed to have so many senior members of the fraternity passionate about giving so much time towards the industry. When they use their own organization’s resources to help drive that cause, you are de facto recruiting the younger talent to help implement that, but it is better that the apex body stays with the senior guys. But, that said, there are enough forums where the younger people can come in, though that may be not in an advisory capacity. VIKRAM SAKHUJA Group CEO Madison Media & OOH, Madison World Every year new people get inducted in most industry bodies. The experience and knowledge of policy that the old guard brings on the table is unmatched, something the fresh faces might miss out on. The newcomer add a lot of value and intellectually challenge the old guard. The best combination is a blend of the two. DEBABRATA MUKHERJEE Vice President, South West Asia Region Operations, Coca Cola A lot of second-rung people are already on the Ad Club committee and in other industry bodies. However, you need to have a senior person as President because it involves a lot of work, a lot of contacts, and more importantly you need to have an infrastructure at your command. And at the CEO level you have infrastructure, which you can use for the club’s activities. RAJ NAYAK COO – Viacom18 A majority of the audiences consuming media are much younger today than they were 20 years ago. To represent them, we need younger people. Yes, you need experienced people to guide. It’s not really about holding the reins, but the passing of the baton needs to happen quickly as the industry is getting younger. SHAMSUDDIN JASANI Managing Director, Isobar Industry bodies are tough because you have to get the whole industry to agree on anything, especially because it’s so competitive. You need stalwarts who can actually affect change. Should youngsters have a separate body, where they can try something new and participate actively in the industry? Yes, definitely. There are enough and more forums for different sets of people in the industry to participate in. You need maturity and the right sensibility to take change forward. Youngsters can also make an impact because they know about new technology and systems that can help the industry run better. NANDINI DIAS CEO, Lodestar UM India We need to look at inducting new people into the system. I can’t speak for the other associations, but I think in AAAI I would definitely say that it would be great to see some more people, the younger people coming and taking an interest in industry matters. Send away people like me who anyway deserves to now go home. The chairman of an association may change but the people sitting around that table may not have changed. So, there is a lot of continuity. NAKUL CHOPRA Senior Advisor, Publicis Communications
SHASHI SINHA
Tags : Impact Feature