We conclude our series where we asked industry leaders in our April issue: ‘If you had the power, what’s the ONE thing that you would change in adland, and why?’ 

Here’s what Talented’s PG Aditiya and Flying Cursor’s Shormistha Mukherjee had to say on shaking things up in the industry!

PG Aditiya, co-founder and CCO, Talented

We’ve said this publicly before - most large agencies continue to price themselves based on employee hours. At Talented, we believe our industry’s strange relationship with pricing is at the root of advertising’s issues. The sooner we make the change to output/outcome/value-based pricing like some of us Independents have, the more seamlessly we can expect progress across the board.

Shormistha Mukherjee, co-founder and director, Flying Cursor

Integrated. 360 degree. Digital first. Influence generators. Alchemist. Ninja. I just want us to get rid of these ridiculous descriptions.

Isn’t it about time we got over where we talk to people and focus on the most interesting way to say things? Should we not be able to work across mediums and platforms once we decide how we need to say stuff? I think we are so happy boxing ourselves in. And it’s not just how we as agencies describe ourselves, it’s also the designations we give. I do not want a ninja or an alchemist. I want someone who understands the brand, understands and loves the cultural space it occupies, looks for insights and turns it into one great or many great ideas.

I guess I’m asking for a lot. But it’s possible! I’m sure some ‘integration and disruption’ company will have a ‘dissonance creator vice president’ who already does this!

This was part of a feature in the April issue of Manifest. Get your copy here.

Also read:

Pitching for change (part three- featuring Raj Kamble and Satbir Singh) 

Pitching for change (part two- featuring Anusha Shetty and Navin Khemka)

Pitching for change (part one - featuring Anupama Ramaswamy and Devaiah Bopanna)