Thursday, September 27, 2007

Advertising can be outsourced

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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