Anita Kotwani, CEO of Carat India, talks about the big trends of 2023, leadership mantras, work culture and more
Note to readers: Media agencies have seen a 360-degree change when it comes to measurement metrics, strategies and services offered to the clients. What has also changed drastically is the gender gap. Thanks to the women leaders in the space who are showing the way for more and more media experts to aim for top leadership roles at these agencies. Storyboard18’s special series brings to you an exclusive behind-the-scenes view of the media agencies led by women.
Deeply influenced by the book '4 Disciplines of Execution', Anita Kotwani, CEO, Carat India believes that strategy without execution is hallucination. In an exclusive conversation with Storyboard18, Kotwani talks about the mega trends that will shape the industry in 2023, work life balance and the skill sets that are going to be in demand at agencies across the board. In fact, Kotwani shares that the best skill to have in the present times is to be an integrated client leader who can talk full-funnel marketing. Speaking about the potential of the India market, she says, “India will be the fastest-growing market in APAC, we will continue to see a double-digit growth of 14.7% and will reach US $12.6 billion. Digital will continue to be the key driver of the Indian ad market with 32% growth and 40% share of spend in 2023 when it is forecasted to take over TV spends for the first time.”
Edited excerpts.
Q. What are some of your personal milestones since you took charge of the network?
When it comes to milestones, my prime focus was on the stability that I needed to drive the existing set of clients. As their partners, it is imperative for us to ensure that their brand and business outcomes are being delivered. Secondly, I always make sure that our TRR (the referral rating) scores move in the right direction and further get our existing clients to expand their scope of service with us.