By Akansha Srivastava

In the quest for an 'always-on' presence, many well-known brands are prioritising short-term campaigns at the expense of cultivating a long-term brand vision.

He said, “It’s a cycle. While today's marketing approach is comparable to the fast-paced T20 era, there is also a future for the T10 era. Everyone has become restless and wants to do multiple things rather than focus on one big thing, which is a reflection of society and we cannot shy away from it.”

But seeing the light at the end of the tunnel, Santosh Padhi, Chief Creative Officer, Wieden+Kennedy India, holds the belief that 4-5 years down the line, when humans will be seen becoming and behaving more like machines, marketers will realise the importance of human truth, big ideas, power of storytelling and the importance of craft.

Padhi added, “Similar to the current times where we are witnessing a renewed appreciation for tradition and culture with a scientific lens, big ideas will also make a comeback after some time.

Popularly known as Paddy, the W+K chief told BestMediaInfo.com that the creative industry is very contagious. If someone starts doing great work, others will follow.

He commented, “I want this industry to be positively contagious. Let's all produce great work so that we inspire each other. Hence, I'm expecting this leap year to really give us that creative leap.”

Padhi recommended that we must push beyond our comfort zones. "Embrace the opportunity to learn new tools and infuse more energy into our efforts, as it will undoubtedly manifest in the quality of our work. Instead of dwelling on negativity, we should stop sulking and direct our focus towards the positive developments within the industry," emphasised Padhi.

Read the full story https://bestmediainfo.com/2024/01/no-amount-of-media-budget-can-substitute-the-power-of-great-storytelling-santosh-padhi-paddy