It also calls for leaders with vision and values...

Sumantra Ghosal, the head honcho of Equinox production and ID8 (a new company with plans to get into various streams of audio-visual medium) is quite categorical. “Why will a client pay for the pitches he does not need to pay for? It’s really up to the ad agencies to put their foot down (which I do not think they can) and insist on being paid. If they value their creatives enough then I presume they might (not will) be paid. But the flip side is that they are likely to loose out on a lot of business,” he says.

Ghosal believes that the argument is invalid so long as agencies buckle under pressure and pitch for free. In today’s competitive world that’s a tough call, demanding a sense of unity among all agencies to stand up collectively and make a strong case. “It also calls for leaders with vision and values... totally committed to the principles, transparency and uncompromising integrity ‘come what may...” he adds.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

For More IIPM Article, Visit Below....
IIPM Academics : Curriculum
...AND AN ODE TO INNOVATION...
IIPM :- A CHARGING HERD OF ELEPHANTS LEAVES NONE IN ITS WAKE...
Yeah! Smoke ‘em out George!
IIPM Publication :- Jet Airways to flythe American way...
IIPM Publication :- 'Sidhuism' must prevail !
“Our company’s philosophy is partnership, innovation, and ...
IIPM Publication :- Electronically Yours
IIPM RANKED AHEAD OF FIVE OF THE IIMS RATED AS ONE OF THE FASTEST ...
IIPM Alliances
IIPM Students Life > Campus Placement

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)