May 2025 — Goa, At a recent panel discussion titled ‘Merging Boundaries: From Placement to Partnership’, top industry leaders talked about how brands and agencies are changing the way they work together. Instead of just focusing on buying media space, they’re building stronger, long-term partnerships to get better results.The session was moderated by Kartik Sharma, Group CEO of Omnicom Media Group India.
Satya Raghavan, Director of Marketing Partners at Google India, opened the discussion by saying brands should focus less on short-term leads and more on the overall health of their business. He said agencies should challenge their clients’ ideas and bring fresh strategies to the table. In today’s complex media world, integration and collaboration are key—working together and staying positive are essential. He also highlighted how storytelling helps brands connect deeply with their audience.
Rathi Gangappa, CEO of Starcom India, added that today, it’s not just about placing ads but creating real connections. Agencies now help weave together stories, media, influencers, and loyalty programs to build stronger brands.
Ajit Varghese, Head of Revenue at JioStar, explained that good partnerships combine understanding the customer, creating great content, and measuring impact. He pointed out that OTT platforms are great for personalized storytelling, but what really matters is how you use the medium, not just which one you pick. He also mentioned how YouTube helps people discover and learn about brands.
Shubhranshu Singh, CMO of Tata Commercial Vehicles, shared that no single partner can do everything: partners are essential. Agencies are vital to support internal teams, bring expert knowledge, and make operations smoother. He believes the best agency relationships feel like true business partnerships, not just service providers.
Together, the panel agreed that as media gets more complicated, brands and agencies need to work closer than ever. Strong partnerships built on trust, shared goals, and teamwork are the way forward.
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