Mergers leading to job losses: Sam Balsara
At Goafest 2025, Madison World’s Sam Balsara discusses with Storyboard18, a stark reality check on the agency ecosystem, calling for urgent introspection amid job losses, AI disruption, and the growing irrelevance of industry forums.
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In a sharp and riveting discussion with Storyboard18 at Goafest 2025, Sam Balsara, Chairman of Madison World, offered a no-holds-barred commentary on the state of the advertising industry - from the underwhelming engagement of young talent to the tidal wave of global consolidations reshaping agency life.
With consolidation news like the Omnicom–IPG merger reverberating across the globe, Balsara didn’t mince words: “Because of these mergers, there will be some loss of jobs - that is bound to happen,” he said bluntly.
While mergers are being hailed as steps toward greater efficiency and advertiser-friendly structures, the collateral damage is real and immediate: a shrinking agency workforce and growing instability.
On young talent
Despite Goafest’s reputation as a hub for learning and networking, Balsara called out the alarming apathy among young attendees. “It's a bit disappointing that not enough young people are in the room to listen to the words of wisdom being said by the senior people,” he said, referring to sparse attendance at the learning sessions. "That is a little unfortunate," he added.
He proposed a radical rethink: instead of launching more industry bodies or events, focus all energy on turning Goafest into a 10,000-person strong institution. Anything less, he suggested, fails to justify the effort and expense behind it. "I think at least 10,000 people should be participating in Goafest every year, not 1,500. I think then the industry effort and all that would be worth it," he stated.
Thoughts on AI in advertising
On the increasingly divisive topic of AI in advertising, Balsara struck a pragmatic chord. “Nobody in their right mind can say AI is not helpful,” he said. The challenge isn’t about resisting AI - it’s about ensuring that the creative soul of the industry doesn’t get outsourced along with menial tasks. "I think anybody who says that AI is a negative force, I don't think has a place in the world today," he warned.
Also Read: Agencies must reinvent to stay relevant in the Age of AI, says Publicis Groupe's Rishad Tobaccowala
He urged agencies to adopt AI wholeheartedly, freeing up human potential to do what machines cannot: original thinking, "I think we have to embrace it and use it more and more and adopt it wholeheartedly," Balsara said.
Despite the challenges posed by technological advancements and industry consolidation, Balsara remained optimistic about the future of Indian advertising. "The Indian advertising scene is very vibrant," he noted. "There is a lot of entrepreneurial talent in India... the future of advertising is very sound."
The path forward: Rebuild or recede
While Balsara ended on a hopeful note - asserting that India's entrepreneurial spirit will birth countless new brands needing advertising - his message was clear: the ecosystem must adapt or risk becoming irrelevant. "I would encourage more young people to take up advertising as a serious business and as a serious profession to pursue for themselves," he concluded.
The need for bold reinvention, deeper youth engagement, and conscious consolidation has never been more urgent. As the dust settles from global mergers and AI evolution, agencies that fail to act will find themselves not just disrupted - but dissolved.
