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PG Aditiya (left) and Gautam Reghunath during their talk from the festival in 2023The Cannes Lions International Festival of Creativity kicks off on 17 June 2024. Manifest's coverage for the festival continues with its 'India at Cannes' series. This series will showcase all of India's entries to this year's festival, speakers giving a sneak peek of their talks, and those attending the festival sharing expectations.
In this piece, we give a sneak peek into what Gautam Reghunath, co-founder and CEO, Talented, and PG Aditiya, co-founder and CCO, Talented, are going to be discussing on stage during the festival.
Topic: Pricing creativity: Curse, karma and cure to a strangely priced industry
Speakers: Gautam Reghunath, co-founder and CEO, Talented and PG Aditiya, co-founder and chief creative officer, Talented.
Date: 18 June
Time: 11:00—11:30 hours
Venue: Forum, The Palais
Description (from Talented):
After premiering their agency playbook on stage last year, Talented’s co-founders and CEO-CCO duo, Gautam Reghunath and PG Aditiya take stage again this year with a session.
All that's wrong with the creative agency business can be traced back to the way we price: lack of diversity and ageism, quiet-quitting, erosion of trust in client-agency relationships, gender-pay gap, non-competes, in-house creative teams... all results of strange, inconsistent, submissive pricing practices.
The session covers the history of advertising’s bad pricing: the commission-era ‘lizard-brain’ that never saw creativity as an independently priced commodity, the effects of it as seen on agency floors and procurement rooms, and the cure needed: the change of self-image from a service industry to a commercial entertainment industry.
Those of us in advertising are paying the price for an outdated business model.
Fixing it is crucial if we are to deliver creative impact consistently.
The audience can expect to be equal parts inspired and but also leave with practical tools to help understand:
What is the new vision for creative agencies, where great creative work will remain the shortcut to pricing ourselves higher?
Can the simple act of re-imagining how we’re priced make us feel more optimistic about the future of every aspect of our industry?
How do you understand the big, little, almost-invisible everyday practices that affect pricing in a services business?
Also read:
India at Cannes: FCB Kinnect's entries
India at Cannes: MullenLowe Lintas Group's entries
India at Cannes: Mindshare India's entries
India at Cannes: OML's entries
India at Cannes: Bang Bang Mediacorp's entries
India at Cannes: BBDO India's entries
India at Cannes: White Rivers Media's entries
India at Cannes: Leo Burnett India's entries
India at Cannes: Sociowash's entries
India at Cannes: The Titus Upputuru Company's entry
