Comments on: Guess who fooled the Ad Agencies?

By: Astin

Astin — Tue, 23 Feb 2010 12:24:50 +0000

Yes, I am also agree with your points and keeping desired for future too that you always continue posting like it in future too.

By: Romit

Romit — Fri, 27 Nov 2009 09:53:00 +0000

Alok, great article.
Instead of taking X% of equity, which as you pointed out can be flawed since variations of market cap have several reasons only one of them being marketing, why not take Y% of the positive delta of revenue commitment to the Board? I once participated in such an engagement model and while it didn’t work out at the end, the model itself was never at fault..
cheers
Romit

By: Saurabh

Saurabh — Thu, 26 Nov 2009 17:06:51 +0000

Interesting POV.

From a client’s perspective, I don’t know how attractive would this model sound to the Unilevers / P&G of the world, but it sure seems relevant for newbies & start ups on shoestring budgets.

From a vendor perspective, are there media agencies that would be willing to do this (again, I am completely unaware of the Indian context)? You are essentially suggesting a new business model that is more result driven for the media company – which may be good but warrants change.

Not sure how many market leader media agencies would be intrepid enough to do this, but it would make for an excellent challenger strategy IMHO.

Here is my gross generalization for what its worth:
I think that fresh & different perspectives are harder for big boys to embrace whether they are on the client or agency side – no matter which industry we talk about. This seems even truer for developing (as in unsaturated) markets such as India.

Thought provoking in a Seth Godin style.

By: Karan

Karan — Thu, 26 Nov 2009 14:11:57 +0000

Alok, this just my thought and I am sure every one may not agree. But I believe that each company has to deal with multiple aspects of production, operations, sales, advertising etc., in order to survive and grow. For this companies either use in house resources or vendors(for ex Ad agencies). By this logic each vendor should ideally be paid equity. That to me does not make sense.

By: rodinhood

rodinhood — Thu, 26 Nov 2009 14:01:17 +0000

Karan, thanks for your comment. I am sure lots of people will strongly disagree and I am very respectful towards the same. Would it be possible to elaborate on the key reasons for all of our benefit?

By: Karan

Karan — Thu, 26 Nov 2009 13:58:04 +0000

Well written article. I however, completely disagree with your thought Alok.

By: rodinhood

rodinhood — Thu, 26 Nov 2009 07:37:49 +0000

never actually!

By: Shashi

Shashi — Thu, 26 Nov 2009 07:35:22 +0000

Alok,

When was the last time you bought a product because it’s campaign was amazing?

I’m not being dismissive, but curious.