Aditya Krishnan

I am sure all my friends and old (oops - I mean young) colleagues from the advertising fraternity have already read this. During my chats some of the old school guys are lamenting on how traditional firms are getting squeezed. Some admiring how the deal will give the combined company a market cap of more than $30 billion. Others just believe it will still be business as usual and not much would change, and want to wait and watch. Some like me just reflecting on the fact that "change is the only constant", and ratifying a self belief that financial managers and accountants eventually run businesses :) Some noteworthy transaction details from the Omnicom press release - (link in the comment): - The transaction is expected to generate $750 million in annual cost synergies and be accretive to adjusted earnings per share for both Omnicom and Interpublic shareholders.  Omnicom will have an attractive pro forma financial profile: - Combined 2023 revenue of $25.6 billion, Adjusted EBITA of $3.9 billion and free cash flow of $3.3 billion - Combined 2023 revenue of 57% U.S. and 43% International - Strong balance sheet, commitment to investment grade rating with combined debt to EBITDA ratio of 2.1x before the benefit of synergies - Omnicom will continue its practice for use of free cash flow: dividends, acquisitions and share repurchases - Both Omnicom and Interpublic will maintain their current quarterly dividend through the closing of the transaction - The stock-for-stock transaction is expected to be tax-free to both Omnicom and Interpublic shareholders and is expected to close in the second half of 2025, subject to Omnicom and Interpublic shareholder approvals, required regulatory approvals, and other customary conditions. - The combined company will retain the Omnicom name and trade under the OMC ticker symbol on the New York Stock Exchange. As the ET article points out, while both companies are based in New York, but the rumblings are being felt the world over. Mohit, Naresh, Anurag, Shubho Read more at: https://lnkd.in/gp-6wqih?

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THE MIRAGE OF SHRINKING ATTENTION SPANS Amidst the rising popularity of short-form video content, there's a prevailing narrative suggesting that consumer attention spans are diminishing. In a recent chat with ET BrandEquity we discussed that reality is more nuanced. While short-form content is indeed thriving and will remain a key component of our media strategies, it doesn't necessarily indicate that attention spans are waning. Consumers are becoming increasingly discerning, faced with an avalanche of content choices every day. They're not giving less time to content; they're simply more selective about what they engage with. Our real 'competition' isn't just other brands—it's the myriad distractions and alternatives, including something as fundamental as sleep. This environment demands more from us as marketers. To truly build a brand, we need storytelling that can hold not just fleeting attention but engage consumers deeply and meaningfully. As we continue to adapt to these dynamics, it's clear that whether through short-form or long-form, compelling storytelling is paramount. It transcends medium and duration, aiming to create lasting impressions and genuine connections. Let’s not short-change our audience's capacity for engagement. The challenge and opportunity for brands lie in crafting narratives that resonate beyond the noise. Do you think short-term engagement metrics are overshadowing the importance of deep, lasting connections with consumers? How should brands and agencies realign their strategies to address this imbalance? #DigitalMarketing #BrandStrategy #ConsumerInsights

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Recently I had an opportunity to speak at Indiantelevision.com #Vidnet Conference and below are my thoughts. #Attention spans are shrinking, and OTT platforms must act! To boost content consumption, we need to prioritize simplicity and user experience, taking a cue from traditional cable TV - plug and play, easy peasy! Let's focus on making customers' lives easy by: Building seamless platforms Enabling API access for aggregators Fostering collaboration across the OTT ecosystem Inspired by ONDC, let's think long-term: Make content available on aggregator platforms with direct streaming integration Embrace a cost-per-stream model, ensuring creators get paid for their everytime customers stream their content. Let's not focus solely on short-term revenue gains from MGs. Instead, build a robust cost-per-subscriber model, investing in world-class technology and solving distribution challenges by endless bundling opportunities. Remember, customers will pay for quality content. Let's work together to make OTT a seamless and enjoyable experience for all so that we increase OTT paying user matket pie atleast equivalent to PayTV in India. #OTT #streaming #userexperience #collaboration #innovation #contentdiscovery #subscriptions #revenuegrowth Anil Wanvari

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I am happy to share my article published on CRN India, that highlights how today, every business recognizes the advantages of digitization; however, digitization is not an isolated, “one and done” activity, but rather, an ongoing endeavor of implementation and improvement. Hence a closed loop system or process with a continuous feedback mechanism allowing continuous monitoring, and modification when required, is critical for successful digitization; in addition, the system’s self-regulation capabilities improve stability and help to achieve targeted outcomes. The article further elaborates about the closed loop in marketing and impact of new technologies. Please do read and share your feedback/comments. https://lnkd.in/gx7w7Dxd Infosys Aster, Infosys Digital Experience, Infosys

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Excited to share the latest edition of our Marketing Thought Leadership series! In my recent discussion with Bharat Khatri from Omnicom Media Group Asia Pacific, we explored the power of digital innovation in marketing. My takeaway: Embracing a culture of experimentation is key to staying ahead in this fast-paced digital landscape. 🚀 What strategies do you use to foster innovation in your team? I’d love to hear your insights! Quora I Quora for Business I #Quoramarketing #DigitalMarketing #MarketingInnovation #ThoughtLeadership https://lnkd.in/dVr5WBWz

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Interesting insights for all my connections in the newspaper business and of course everyone else who is interested in looking at data that gives you a proxy for your demand compared to the market.

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The transition from long form video to short form video(SFV) content presents a paradigm shift in how stories are being told and consumed. As attention spans dwindle, and demand for instant engaging content rises, brand and content creators are adapting their storytelling techniques to thrive in the age of SFV. Add the ability to tell the story in an language the audience is most comfortable with - this makes for a potent content formula. So if you haven't already tried SFV, it time you open up to the opportunity and the medium. #ShortFormBigImpact #ETBrandEquity

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As a kid, gaming was pure joy — a world of its own. Weekends meant gathering with cousins, battling it out over Monopoly, Snakes and Ladders, or Ludo. Hours would fly by with nothing but full focus and boundless fun, no guilt or FOMO. Another fond memory? Watching my dad dive into his handheld video game every evening, glued to those three simple gaming options. I’d often wonder what it would be like to play myself. Then came my first phone— the iconic Nokia 3310. Owning it in my early twenties felt like a privilege, and the thrill of mastering Snake Xenzia was unmatched. Fast forward to today: gaming has transformed into an expansive universe of possibilities. It’s no longer just entertainment; it’s a force shaping lives, careers, and industries. For marketers, it’s a frontier that’s impossible to ignore—a world where opportunities for innovation, engagement, and growth are endless. The wait-and-watch game is over. We’ve just launched the IWMBuzz Dentsu India Gaming Report and trust me when I say it’s your go-to treasure trove for insights, trends, and strategies to shape your 2025 plans. We couldn’t be prouder! What are you waiting for? Grab your copy now, craft your strategies, and allocate those budgets to stay ahead in this ever-evolving world. Click here to read: https://lnkd.in/gWxUGjbw | Harsha Razdan | Narayan Devanathan | | Anindita Sarkar | Sujata Dwibedy | Abheek Biswas | Prabhupreet Singh Ahuja | #SachinSadanandan | Alifiya Hirani | Prerna Sagvekar | Archie Kothari | 

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This raises a few key questions: How can traditional media stay relevant as digital takes over? As rural markets grow, how can brands speak to them in an authentic way? How do brands balance quick digital wins with long-term brand value? The landscape is changing fast. How are we adapting to this transformation? #DigitalAdvertising #AdvertisingTrends #MarketingInnovation

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At the recent afaqs! #MarketersExcellenceConference2024, Rohan C., our Chief Digital Officer at Havas Media India, took the stage to discuss the evolving relationship between sales and marketing. He emphasized the need for a delicate balance between immediate impact and sustained consumer perception in today's dynamic business landscape. Read the complete article below. #MeaningfulConversations   Havas I Havas Media Network I Havas India   Mohit Joshi -- MoJo I Uday Mohan

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If brand is the emotional bridge between the organisation and its consumer, trust is the foundation that holds that bridge intact! In my latest column for Storyboard18, I explore the anatomy of brand trust and discuss how three key ideas are at the core of brands where trust has been the most differentiatiating and timeless attribute: 1. Make promises you can keep 2. Brand are humans and humans err 3. When in doubt, disclose Do have a read and let me know what you think? What other ideas are integral to building trust in institutions? #purposefulbusinesses #brandreputation #trust #brandbreakthroughs

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Argh! This is not new news! Corporate culture and other institutions are crumbling because of “corporate catabolism.” Corporate catabolism is the result of fear and anger based workplaces that overwork employees, lead to burn out, or worse inaction and failure to innovate. This has been brewing for many years and percolated to a movement a decade ago when “Minimilism” the documentary came out. 10 years ago I sat in an Apple Store for 3 hours and through conversation found that 3 of the 4 people worked there as a second or third job (one investment banker???). Why? They wanted a life free of stress and fear and were willing to forego money to be happy and healthy. I can understand - after meetings I would get emails from people “clarifying” next steps. 30 minutes after a meeting there would be 10 emails and by EOD there would be chains of 70-100 for the sole purpose to CYA. Again, why? People don’t talk to each other and don’t trust the institution, their peers, or themselves. Everything must be in writing so they can prove they tried to get something done by a permission structure rather than actually doing it by initiative for which they may get some sort of blame. #brainmanagement

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In the realm of Demand Gen campaigns, we recently engaged in a transformative audit led by the renowned YellowKyte, with the able guidance of Siddharth Sharma and Ravikant Rana. Their proactive approach was a breath of fresh air, delivering a comprehensive report well within our agreed timeline. Their keen insights helped us pinpoint gaps in our strategy and swiftly remedied post-audit. The entire process was seamlessly executed, offering valuable insights that enriched our understanding of campaign dynamics. In short, working with them was both efficient and enlightening. #DemandGen #B2B #DigitalMarketing #GoogleAds #LinkedinAds

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Art direction and craft in advertising. This may sound like another ‘those were the days’ crib from someone who quit the ad agency business and is now just whining about the industry. Partly true. I was in advertising in the early to late 90s (in Mumbai mostly). And then spent a few years in Bangladesh & Colombo (comparatively less mature ad markets) before coming back in 2005. I quit ad agency business in 2012. So I am not aware of the goings on in the business now. One hallmark of the 90s was the craft in advertising - which was print dominated back then. It was about the care taken to deliver a great output - no detail too small. As an AE one would wonder why writers & art directors sweated the small stuff. We had art works created with bromides pasted on boards. The art director would fuss over every detail - the font, spacing, alignment and more. They would be very demanding of photographers and the re-touch folks. Back then we had studios (Prime Focus, was it?) which give re-touched images for print ads. Copywriter-Art Director teams were common. Some legendary names, owning and executing ideas. In Art we had Viru Hiremath, Vikas Gaitonde, Naved, Yayati, Ryan and many more (sorry if I missed some important names) who earned a reputation for perfection. The print ads & outdoor stuff they produced were gorgeous and well crafted, with great attention to detail. I was reminded of these when I saw posts from Anantha Narayan about art director C.P. Sajith who passed away recently. I wasn’t fortunate enough to know Sajith but I still remember some of the work from 1PointSize. The ad business has changed to invest more on films & digital. In ad films, the director, production values and perhaps CG play a role in how slickly the ad has turned out. In digital - which is what, mostly Instagram posts with motion graphics? Print craft is dead. One might argue that since the focus of creative folks has shifted to television & digital. And hence different skill sets are required now. But isn’t craft a timeless necessity? #advertising

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Stress ! This is an honest conversation I had with Sanjay Arora, may be a couple of months after I joined ANTS Digital Pvt. Ltd. In 2021 The agency life when viewed from the positive prism is lively, lovely, exciting, gives you so many opportunities which are versatile. The other way or when viewed from a less positive prism is it’s #stressful to deal with so many clients. Everyday is a new adventure, there is a new problem statement, there are multiple deliverables. Your brain needs to switch from one brand to another and there is internal coordination and client expectation management. I was a little overwhelmed with too many things at a time. So, coming back to the question I asked Sanjay - how do you deal with this stress? He said, #DeliveringEachDay is the only thing we can do to avoid stress. Stress emanates from #overthinking about something that is actually easier to execute. Thinking a lot instead of executing. Lack of #Planning. #Procrastination #LackofDeepFocus The universities teach the subject but these are soft skills one needs to build over time. Not giving a sermon but I had been a person with lot of stress for many years. I used to think a lot about what all could go wrong. But over years I only realised that you have to do what you can do within your capability, by giving your 100%. Beyond that it’s not in your purview to worry about the result. Again, simple truth from #Bhagawadgita. It doesn’t say that do not act. It says act to best of your capacity, but do not stress over outcome. Stress is often made in mind! I am still not 100% stress free but I am definitely better off - in terms of planning, giving my best, being focused and thinking less about outcomes. To be honest, clients expect sincere efforts. They help and pitch in too to make things work. Making a brand work is not just upon the agency it’s upon the client too. Clients are not looking for magicians, they are looking for sincere people who can share their vision and bring their vision alive in the best possible manner!

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Enjoyed the storytelling of an advertising journey filled with experiences. It has been a pleasure to have worked with Ashish, for more than a decade or so and I learned so much. Some of the key takeaways - the biggest capability to build oneself with is to be able to handle stress no matter what the size and magnitude of the problem is, one must have hunger, ambition, devotion and resilience, have to learn to play the A-game everyday for months and years, hire the key people not just on merit but like mindedness and persona of the person, infuse everyone in a team to work towards one goal, one glory and not about individual success. And to achieve growth in the advertising business it is about identifying the area which others are not seeing and acquisitions of talented performing companies. I couldn't agree with him more. #ashishbhasin #advertising https://lnkd.in/gt4W5_Ae

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These PR firms can help drive effective strategic communication initiatives for Indian and global entities looking to stand out in a challenging Indian market and boost media visibility.

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Media, entertainment and advertising workforce amongst the least happy: study Read more at: https://lnkd.in/dS-DZN8n According to the report, 70 per cent of the workforce is unhappy in 2024. This indicates the urgent need for organisations to understand what really drives happiness in the workplace. Industry leaders should be concern on this study rather than their personal recognizations, photo sessions, awards, interviews, news articles & book launches etc

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