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    Yashs Exclusive Interview in Campaign India Yashs Exclusive Interview in Campaign India

       

    August 7, 2018

    'I laugh at people who say that the advertising agency model has failed': Grey's Yash Samat .

    We caught up with the chairman and MD to learn how Grey plans to re-emerge as a force, the challenges it faces and more...

    It’s been four months since Yashaswini Samat has taken over as chairman and MD at Grey India and she has ambitious plans for the WPP owned agency.    We caught up with Samat to learn more about them and what she wants to achieve before the end of the year.   

    Edited excerpts:   
    -What’s been your experience at the helm so far?   YS: Jobs like these are always super exciting and energising at because there is an opportunity to lead and change. But, they are also challenging. We hear it’s a tough time for our industry and I’m aware about that.   Everyone is trying to realign the agency model and I think there are hundred experiments going on. We see Publicis looking at the integration model. There are others who are trying to create setups within client offices. There are production houses being integrated within agencies too. Big agencies are figuring out how to do things with acquisitions and we at Grey are also working out how one of these models will play out for us. We want to be in a situation where we are a full-service 360 degree agency which is very, very digitally driven. We need to figure out how to get there.   It’s also about re-inventing our legacy structures and some of the processes. To be really effective in today’s world, the level of agility needed is very different. The costs at which we play are also very different from what used to be during the TV days. The vision is to re-invent the agency and to be a modern day creative player driven by tech and data. As I am meeting clients and talking to our people within the agency, I understand how the environment is and how we have to go about it.   Very clearly, we want to add to our capabilities and fill the gaps we have within the agency. We will be talking about it very soon. We need to up our game on digital and how we participate in today’s world.    We have great creative ideas and a good creative team. But I think adding specialists in today’s digital world is needed. And we’re figuring the best way to do it. It could be an acquisition. Or it could be hiring 10 heads.

    Campaign India

    Aug 7, 2018

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