Joseph George: Clients will have to pay more to media owners

Here are some of my predictions for 2011:

• Digital conversations between the client and his agency will still be short of putting the money where the mouth is.

• Agency networks will continue to put pressure on their Indian operations by quoting some version of the India Growth story.

• Advertising will now premiere on Youtube.

• Clients will distance themselves more and more from the commission or fee negotiations with their agencies and instead leave these uncomfortable discussions to negotiation specialists.

• Clients will have no choice but to pay more to media owners. And will seek to make up for this on agency remuneration.

• More little known marketers will get visibility and talked about through their advertising campaigns.

• Advertising as a profession and industry will continue to face competition on the cool quotient.

• The line between the advertising industry and the feature film industry in India will blur even more.

• Much to the relief of some clients, agencies will finally begin to understand the difference between a consumer and a shopper.

• Agencies will continue to go though four rounds in a new business pitch and be happy just to be served tea, biscuits and a warm handshake for their efforts.

• As more specialist agencies come in, the clients end up dividing their marketing budget amongst them and therefore there will be more temptation for agencies to launch more divisions.

• Agencies will have to walk a thin line between upping the digital embrace and awareness of its staff while coming down heavily on active trading of pokes and farm animals during office hours.

• And lastly, I think 2010 was probably one long thank-you prayer that 2009 was over. So, most people exhibited cautious optimism. 2011 however could well be the year of unbridled positivity, courage and creativity.

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