Babita Baruah demystifies charting a course in a rapidly evolving marketing ecosystem

The second edition of Adgully’s CMOs’ Charcha - Kolkata Chapter 2024 is currently underway at The LaLit Great Eastern in Kolkata today (June 14). This marquee event, designed exclusively for marketing professionals, promises to be a powerhouse of knowledge, inspiration, and unparalleled networking opportunities.

The event began with an opening keynote by Babita Baruah, CEO, VML, on ‘Charting the Future for Agencies in an Evolving Marketing Landscape’.

Babita Baruah commenced her keynote by introducing herself and sharing her journey with VML over the past 25 years, highlighting the company’s transition and growth over the years. Sharing the company’s history, Baruah said, “VML is nothing, but erstwhile JWT (James Walter Thompson). It unified with another WPP agency called VMLY&R. Earlier this year, JWT, VMLY&R, and Wunderman Thompson came together globally to form VML, the agency that I’m heading here.”

She also mentioned that Kolkata was the city from where she started her career, when she joined the then JWT office in Kolkata on 30 Bundla Road as a management trainee. “Therefore, I’ve always felt like a daughter of Kolkata,” she added.

Continuing further, she shared how her career then took an international turn as she relocated to Bangkok, where she spent the last three years heading a regional account for WPP in the automotive sector.
Returning to India as CEO of VML, Baruah’s focus has been on leveraging her experiences to shape the agency’s direction. Her insights into digital evolution and customer engagement align seamlessly with the agency’s goals and the broader industry discussions on navigating an evolving marketing landscape.

Reflecting on her journey, Baruah said, “The last three months have been pivotal in shaping our agency’s future, aligning with the theme of today’s discussion on charting a course in a rapidly evolving marketing ecosystem.”

Turning her focus on the world of marketing, she remarked, “Change is constant. We’ve seen shifts in industries and professions before, but today’s pace of change is unprecedented. Consumers are evolving faster than many marketing strategies can keep up with, leading to both excitement and vulnerability in the marketing world.”

Further exploring the factors driving this evolution, Baruah delved into the changing media landscape. She noted the exponential growth in media channels, with a plethora of digital platforms reshaping the definition of media and channels themselves.

Baruah also shared intriguing anecdotes, highlighting how technology has transformed marketing dynamics, citing examples of consumers becoming influential channels through social media engagements and personalized brand interactions. She emphasized the pivotal role of technology, particularly martech, in modern marketing and advertising strategies.

Another significant change that Baruah spoke about was evolving consumer behaviour, where engagement with brands has become more interactive and personalized. She elaborated on non-linear consumer journeys and the importance of understanding diverse touchpoints in the buying cycle.

She also touched upon the advancements in marketing measurement metrics and data analytics, enabling marketers to optimize spending and achieve better attribution modeling.

Baruah concluded her address by reiterating the importance of embracing these changes in the marketing landscape, leveraging technology, understanding consumer behaviours, and utilizing data-driven insights to navigate the evolving marketing ecosystem effectively.