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Sandeep Balan

United Breweries Ltd.

Who’s lagging further behind the consumer – ‘The Agency’ or ‘The Client?

With the ever changing technology landscape & the ever evolving consumer, it's becoming more and more difficult for brands to keep pace. Right from their pace of new technology adoption to the ways they are communicating with their peers, the new age consumer is always a step ahead. From the bygone era where Marketers led the way by creating and producing messages that no individual consumer could have ever conjured up, things have changed to the consumer defining and shaping these brand interactions in the digital age. How can Marketing and Communications change fast enough to keep pace with consumers? Who's lagging further behind the consumer - agencies or the brand custodians? As clients blame the agencies and vice versa for this constant struggle, let's huddle up and discuss the roadblocks we encounter. Join me as we discuss on how we can bring in a culture of transformation, collaboration & innovation in our respective agency-client relationships and match pace with the Millenials.

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