Prathap Suthan Calls for Dedicated Body to Protect Small Agencies

Prathap Suthan, Managing Partner and Chief Creative Officer at BangInTheMiddle, has made an impassioned call for the Indian advertising industry to establish a body representing smaller, independent agencies. In a recent  Linkedin post, Suthan highlighted the urgent need for such a collective voice to ensure fair practices, respect, and sustainable standards, as these agencies continue to face systemic exploitation.  

 

Suthan shared a troubling account to emphasize the severity of the issue. On Friday evening, he received a distress call from an agency head struggling to cope after a client withheld payments for six months and later refused to clear the final installment for an ad film already delivered and aired. Left with no other recourse, the agency head had to sell his car to pay a production house threatening legal action. “No place to go. No one to turn to. This is where we are,” Suthan stated.  

He criticized the lack of institutional support for small agencies, noting that while the Advertising Agencies Association of India (AAAI) exists, its high membership fees—running into lakhs—make it inaccessible for smaller players. Meanwhile, professionals like photographers, cinematographers, and music composers have unions to safeguard their interests, often earning significantly more on individual projects than smaller agencies do in a quarter.  

 

Suthan also addressed widespread client exploitation, including coercing agencies into accepting unfair contracts, demanding excessive work beyond agreed terms, and disrespecting agency staff. He condemned the frequent misuse of creative pitches to extract free ideas, which further undermines agency viability.  

The fallout from these practices is devastating. Suthan noted that talented professionals are leaving the industry, disillusioned by its toxic environment and poor financial returns. He warned that advertising is no longer seen as an attractive career option for newcomers, threatening the sector's future.  

 

Calling for immediate action, Suthan urged smaller agencies to unite and demand minimum fees, fair standards, and accountability mechanisms. “The industry is bleeding. If we don’t organize now, we’ll see the end of this industry,” he cautioned.  

 

Suthan’s rallying cry has sparked significant discussions within the advertising community, with many echoing his concerns. Whether this momentum will translate into lasting reform remains to be seen.