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Courtesy: Economictimes.com
27 Sep, 2007, 0047 hrs IST,
Advertising sector is no different
Outsourcing across categories works on few basic parameters. Financial
as well as resource efficiencies and talent. The advertising sector is
no different. The need to communicate brand strategies and fulfill
marketing objectives is under tremendous pressure at any given point in
time. This has to do with the rapidly changing dynamics of the market
everywhere.
So, it’s inevitable that marketers are going to look for the best
possible efficient methods of running the show. Outsourcing is an
outcome of that. There are already enough advertising agencies across
India doing work for global brands.
The reasons are simple, we work faster; we multitask; we speak the
English language; our ability to absorb different cultures is higher;
our costs are not as high as in other markets. All of these are very
important factors when it comes to advertising in a highly competitive
environment.
South Asia, South East Asia and the Middle East have, for a large part
of this year and the last, been using centralised communication
resources from India to create and execute advertising. For Unilever, LG,
HSBC, P&G, to name a few, this kind of brand communication has worked
both qualitatively and quantitatively. So, there is no reason why
advertising can’t be outsourced.
Artwork and printing outsourcing is another huge area where we will soon
see a large number of entrepreneurs setting up shops. The amount of
money that the company outsourcing saves is huge. At the same time, the
amount of money the outsourced agency makes is also huge. So, it’s a
win-win all the way.
It’s a global economy and let us face it. Sooner or later outsourcing is
going to be a full-fledged reality of the business. We should be
prepared for it. Today, with the Internet available everywhere, there is
no reason why we can’t have a force of talented people, servicing and
creating global brand campaigns that surpass the boundaries of the
regions and the world.
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