Torture numbers, and they'll confess to anything. ~Gregg Easterbrook
Let me share some statistics with you.
Giant global conglomerates like WPP and Interpublic control 96% of Indian advertising as per some recent media reports.The ad biz in India now is $2.7 million and is growing 13% annually..(stagerring?) The global giants, with a never satisfiable apetite is around there everywhere , swallowing any thing and everything to do with marketing communications- be it PR firms like Genesis (now it is with .....who else..WPP) ,websites like Hungama(omnicom has almost gulped it) .Now that the 15 % commission has vanished and agencies take home paltry and petty sums from 'advertising' ,the search for newer vistas of income generation is only but natural..
News reports say that worldwide WPP accumulates 54% of its total income from such ancillary business and the rest from main frame ad business. In india it is still some where around 30%. For other global groups, ancillary business in India is very negligible.....and here comes PR ,internet.. whatever..
Did you notice how the ad business have become the game of numbers? a drastic change from creatives and strategies and brand building to numbers ,numbers and more numbers..
Good or bad ..the change is here and we are going through that...
Industry observers say that it is a passing phase and advertising will return to its "good old days"..
Good.. But as of now every one seem to be asking the one,same question..
What about my numbers??
Little Harris returns from school and says he got an F in arithmetic.
"Why?" asks the father.
"The teacher asked 'How much is 2x3?' and I said '6'"
"But that's right!"
"Then she asked me 'How much is 3x2?''
"What's the fucking difference?"
"That's exactly what I said!"