Digital
Online gaming in India is among the world’s most vibrant, says MoS I&B Dr L Murugan at Storyboard18 DES 2025
Can’t stop at one: Emerging models of agency-client partnerships
The dynamics between advertising agencies and their clients have undergone significant transformations in the past decade. While the traditional agency on record model still exists, it has had to evolve to meet the demands of an increasingly fast-paced, always-on, and crowded consumer environment. As a result, new partnership structures have emerged. Today, many large clients work with multiple agency partners, encompassing both established agencies and newer firms.
Amit Doshi, Chief Marketing Officer at Britannia Industries; Subramanyeswar, Group CEO at MullenLowe Lintas Group; and Harshil Karia, founder of Schbang along with Storyboard18's Delshad Irani.
Over the past decade, the dynamics between advertising agencies and their clients have undergone significant transformations, primarily driven by the rapid changes in the media and consumer landscape.
While the traditional agency-on-record model still exists, it has had to evolve to meet the demands of an increasingly fast-paced, always-on, and crowded consumer environment. As a result, new partnership structures have emerged.
Today, many large clients work with multiple agency partners, encompassing both established agencies and newer firms. These collaborations aim to enhance marketers' ability to seize opportunities and navigate the complexities of brand-building in an uncertain landscape.
To gain insights into the evolving nature of agency-client relationships in this new era, CNBC-TV18 interviewed three industry experts: Amit Doshi, Chief Marketing Officer at Britannia Industries; Subramanyeswar, Group CEO at MullenLowe Lintas Group; and Harshil Karia, founder of Schbang.
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SPOTLIGHT
The Storyboard18 Digital Entertainment Summit (DES) unpacked India's strategy for leading the digital entertainment economy, with top policymakers where they putlined how talent, technology, and governance would fuel future-ready growth.
Read MoreIn Photos: At DES 2025, India charts ambitious course for digital entertainment leadership
At the Storyboard18 Digital Entertainment Summit in New Delhi, policymakers and industry leaders outlined how talent, technology, and governance will drive India’s push to dominate the global entertainment economy.