Campaign India's countdown to the end of the decade will feature leading names from the marketing and communications fraternity. We ask senior executives from the advertising, marketing and media fraternity about the last 10 years and the year to come.
Here's what Navin Khemka, CEO, Mediacom South Asia, had to say:
One piece of work in the last decade that you wish you had created/worked on. Why?
I wish I was involved in the creation of the biggest sporting property globally that came out of India – The Indian Premier League ( IPL) . I think the formative 3 years of IPL were game changing for the cricketing world and some great work has happened in creating this property. I really wish I was a part of the core them that made this happen !!
If hindsight is 20/20, what is the one thing that you could have done differently in the last decade?
A lot of the industry is still be manual and data driven. We should have invested in automation of our processes and ideally should have been completed by now. At MediaCom we are making fantastic progress in this and are confident that we will get there sooner than anticipated .
One skill that you would want to pick up in 2020 and why?
I say this more from the organisation POV. We at MediaCom want to ensure that we have 100 per cent integrated planners by 2020. This would mean complete media neutral planning and a team trained to give seamless solutions for brands. Currently the industry is segmented into digital and non digital and we want to be pioneers in this reset.
'Performance and digital are synonymous while brand building is only possible via traditional mediums': Kashyap Vadapalli
'Should have invested time and effort towards machine learning and focussed on code-writing': Mindshare's Rituparna Dasgupta
'I wish the industry could have raised issues such as climate change': Tourism Australia's Nishant Kashikar
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