Point of view: Marriage to mistress

This brief article looks at the reasons why more advertising in India is being done by smaller, independent agencies rather than the large established ones.

Point of view: Marriage to mistress

Edward BellFCB Greater China

The advertising industry in India is booming. But the way it is growing is causing some consternation among the established players. It seems much of the growth is coming from 'new' industry segments such as real estate, hospitality, web-based startups and their preferred small, boutique agencies – less so from the large ones. While speed of service and pressure to cut costs are the oft-touted reasons why clients are switching to smaller boutiques, it has more to do with creative flirtation than with business fundamentals.

It must be said...

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