In a bold call to action, Prathap Suthan, Chief Creative Officer at Bang In The Middle, has raised a pressing issue on social media about the dire state of smaller, independent advertising agencies in India.
Highlighting instances of exploitation, delayed payments, and unfair practices by clients, Suthan urged the advertising community to unite and form a representative body to safeguard their rights and ensure equitable treatment.
Sharing an example of an agency head who had to sell his car to pay a production house after a client reneged on payments, Suthan painted a grim picture of the challenges smaller agencies face.
Suthan criticized the current ecosystem for lacking accountability, allowing clients to arm-twist agencies into lopsided contracts, unpaid pitches, and overburdened deliverables.
While the Advertising Agencies Association of India (AAAI) exists, Suthan pointed out its high membership fees make it inaccessible for smaller players. “We need minimum fees, agreed standards, and a system that finally says, enough is enough,” he emphasized, calling for collective action akin to unions that other creative professionals like music composers and cinematographers have.
The post has sparked widespread discussion, with many in the industry resonating with Suthan’s sentiment. One user commented, “Prathap, sorry to say, AAAI is a dysfunctional body which is diplomatically astute, talks politically correct but delivers zilch for its members. Haven’t seen a more inept industry body than AAAI.” Another user added, “AAAI and even the IAA have become impotent. Most of us are on our own.”
“It’s time to get organised and organizized,” Suthan concluded, urging smaller agencies to band together and reclaim the dignity of their craft before it’s too late.