Tuesday, February 05, 2008

Ameer Ismail on LINOpinion’s plans, future of PR in India

LINOpinion is rapidly moving towards a systems and knowledge driven approach. “In the world of high clutter, high competition and technological parity, it is the idea, and the level of engagement and loyalty that differentiates,” says Ameer Ismail, President, LINOpinion, Advent & Lintertainment in an interview with exchange4media. “Customised solutions rather than standard transactions will mark a key turning point. Measurement and accountability will be the buzzwords of tomorrow."

Ismail says “PR has come of age, and the profession is stable and credible and growing at a healthy rate of 30 per cent per annum. Independent players are increasingly being acquired by global PR firms – consolidation is the buzzword. Conversely, Indian PR agencies are into an aggressive expansion mode and now increasingly have an international footprint. As we go forward, I see three key developments. Our talent will integrate seamlessly into world markets, and PR agencies will increasingly become knowledge driven. It will not be too far in the future before PR agencies in India are used as a content outsourcing hub for international PR agencies.”