Why This Digital Agency Believes Brands Need To Be Publishers

Abhishek Razdan, EVP & Business Head at Jack in the Box talks about the H1 2014 digital campaigns, his thoughts on content, mobile marketing & challenges.

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“It is a very smart and intelligent move for a brand to be a publisher. Going further branded platforms would be the source of content for all mediums whether it is TV, digital or radio,”  informed Abhishek Razdan in a recent video conversation with Lighthouse Insights.

Abhishek, EVP & Business Head at Jack in the Box Worldwide, Mumbai in his second video conversation was talking about how brands are investing on digital properties, mobile marketing and how the agency is investing on building products driven by social data.

In the first part of this video conversation with Abhishek, who holds a master’s degree in mass communications from Symbiosis, Pune, he talked about growing up in the small town of Raipur in Chattisgarh and his shift to digital from the advertising business.

In the second and final part of the video conversation, Abhishek also talks about the interesting digital work by Jack in the Box in H1, 2014 and the challenges posed by the industry. Two major challenges that he shared were – 1. industry appetite in digital is not high, and 2. the lack of quality talent.