Campaign India's December series where industry leaders talk about a surprising moment from 2018 and an expectation from 2019 continues.
Here's what Ali Merchant, founder, Triton Communications had to say:
A surprising moment in 2018
The biggest shocker in advertising was the exit of Martin Sorrell from WPP. Considering his huge contributions to the ad business, the news of his departure not only sent shock waves, it has left many wondering what behavior is really acceptable in corporate circles.
At the consumer level, most surprising moment was when India was announced the world’s largest consumer of mobile data.
Predictions for 2019
People are seeking more tangible and real outcomes from their investments in brands and products. A more one-to-one engagement model will work better at delivering growth. I predict rapid growth in the activation and events business.
There is a rise of feminine power in many fields. I believe that advertising agencies are beginning to feel the ‘PINK POWER’ and will see many more ladies in leadership positions.
Year-ender 2018: 'Political stability post elections is very critical for the growth of the industry'
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The agency has been working on the account since 2004