By integrating creativity and media, Mudra Mumbai has made itself into a full service agency. In fact, through this move, Mudra is trying to push the thought behind its strategy, that in a fragmented media environment, brands will be better served if creative strategy and media thinking come together early in the campaign development process.
In other words, the idea is to strengthen both the strategic thinking and the creative product by giving media experts their rightful place at the brand strategy table.
Benefit of the knowledge of how our audiences are consuming media when we're developing communication for our brands
Why some say its negative:
Media anyway is a technical subject and no compromise can be made in this zone, or for that matter, any other area.
The way we work today, it is best to work with multiple specialist units. However, Mudra Mumbai's initiative will be beneficial for many clients with limited or small budgets."
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