Year-ender 2022: Traditional agencies have what it takes to deliver experiential/digital ideas better than specialist - Sambit Mohanty

Campaign India ends the year with asking the industry what they don't want to see next year, the most-used jargon, the best piece of work from 2022, how they maintained a work-life balance, and more...

Dec 02, 2022 09:35:00 AM | Article | Campaign India Team

Like every year, Campaign India is celebrating the last month of the year by engaging with industry leaders and asking them about the year gone by.
 
This is what Sambit Mohanty, creative head - South, McCann Worldgroup, had to say:

What do you not want to see in advertising next year?

Cute millennial couple conversations - in films of course.
 
Your favourite ad campaign from 2022?
 
The Spotify campaign where filmy/pop songs synced with people arguing in traffic/haggling over veggies/saree shopping, etc.
 
A learning from this year?
 
'Traditional' agencies have what it takes to deliver experiential/digital ideas better than 'specialist' agencies.
 
The overused marketing jargon of 2022?
 
'ASMR' - as if people are turned on by the sounds of crunch, munch, hiss and fizz. 
 
Were you able to maintain your work-life balance this year? If yes, how? If not, how do you plan to correct it next year?
 
I would think so. It's the things we do outside of advertising that influence what we do inside of it. So, you have to start with the basics of not letting work encroach upon your weekends. And ensure the same happens for your people too.
 
Also read: