Digital is the way to go: Havas's Nayyar

Havas Media, whose activities span 100 territories across the world, is an influential force in the media industry. Adgully spoke to Anita Nayyar, Havas Media's CEO (India & South Asia), to learn about the group's agenda and the evolution of the industry as a whole. During the exclusive interview, Nayyar also spoke about her remarkable 27-year-long stint in the industry. Her experience affords sharp lessons to anyone wanting a clear perspective on India's evolving media and advertising sphere.

Adgully (AG): Your have had the ringside view of India's media scene for nearly three decades¦

Anita Nayyar (AN): It has been almost 27 years in the industry now. I have seen it evolving from a being an entity with only a single TV channel, newspapers, and Vividh Bharti, to where we are today. And it has been interesting: there was a time when you had few options, but today, you are bombarded with them. I think media planners are tearing their hair out because things are getting very complex. The industry has become very fragmented and the accountability of the medium has become very important. The way people consume media has completely changed. Earlier, if one advertised during the Mahabharat shows, one could reach 90% of consumers. But today, one has to touch 90 spots. The evolution has positives and negatives, and media has become far more personalised.

AG: When your career began, were you among the very women in the field?

AN: Yes, when I started out there were very few women in the media; advertising had some women on the servicing side. At that time, media was focused not on research but on implementation. But today, you have more women than men in the media. I remember the time when I used to dread going to a publication house because there were men all around and they were not used to interacting with women on the work front. However, the situation has changed now, and many agencies have women as their heads. I have learned a lot, and importantly, I have changed with times.

AG: When you chose this career, was there any parental opposition?

AN: There were a lot of problems. You know how agencies are, you had to burn the midnight oil¦we had to spend nights at the agencies on several occasions, waiting for material to arrive and then rush it to a publication. Then clients pressured you for plans, so you had to work all night. Though the problems exist today, they were amplified in the past. I think in our country, gender-related problems will stay at the workplace no matter how hard we try to curb them. As far as I am concerned, I have carried myself as professional. Had I just focused on the fact that I was a woman, it would have been very difficult in this "men's world". It has been tough but nice.

AG: Did it ever get so tough that you wanted to just give up?

AN: I think there were very few occasions like those. It is always sensible to tell yourself to never regret your own decision. As you go by, you will have to keep facing challenges.

AG: What do you consider to be the most significant lesson you learnt in your career?

AN: Several lessons have been learnt and I can't single one out. One vital lesson is that there is no shortcut to success. I had to work really hard as I had no mentors. I have climbed the ladder by myself.

AG: Over the years, have you noticed a change in clients' mindset?

AN: Earlier, clients had few options and that reality shaped their expectations. Today, there is so much available in terms of data, media, learning, and opportunities. So expectations have grown prodigiously.

AG: What role does research play in media buying and planning?

AN: It has a huge role to play. Though we have enormous databases, I don't think we are yet at the stage the West is in. There is a long way to go and we need to brace ourselves for that journey.

AG: What projects are you steering for your company?

AN: I run the offline division, which is MPG. As you have seen in the media industry, there are a lot of challenges but few offer profitable outcomes. The clients are getting more demanding, and that has spurred cutthroat competition. I am also running Media Contacts where there newer and interesting challenges. Then of course, there is Havas, which offers integrated solutions to clients.

AG: How important are integrated media solutions?

AN: Fragmentation is making it difficult to get to the consumer. Today, people are trying to figure out ways and means to catch that one person who is consuming a product. There are a number of touch points today: newspapers, radio, television, mobile and internet. So we have to attract the consumer's attention on various platforms because we never know where the consumer will spot the advertisement.

AG: What is the key focus area on Havas's agenda today?

AN: We are certainly looking to increase its digital arm. It's a medium which will help us in garnering a lot of business for us. Digital will also help us in strengthening our portfolio. However there is a lot of education required and it is the way to go.