Digital Agencies
IPG Interactive Avenues ‘best agency’: IAMAI
MUMBAI: The Internet and Mobile Association of India (IAMAI) has named IPG Mediabrands’ full service digital agency, Interactive Avenues (IA), the Best Digital Agency of the Year for the fourth time in a row.
The seventh edition of IAMAI’s India Digital Awards was part of the 11th India Digital Summit held in New Delhi yesterday. IAMAI is a not-for-profit industry body, which is mandated to expand and enhance the online and mobile value added services sectors.
At the 2017, India Digital Awards, Interactive Avenues won four Gold (including the Best Digital Agency of the Year), 1 Silver and 2 Bronze trophies. The agency picked the Gold awards for Reckitt Benckiser’s Display Campaign, Johnson & Johnson’s Search Marketing Campaign and American Express Email Marketing Campaign. It picked the Silver award for Coca Cola India’s Social Media Marketing Campaign. The agency grabbed the 2 Bronze awards for Samsonite Most Innovative Use of Content and Jockey’s Search Campaigns.
“Last year when we picked up this trophy for the third time, it seemed liked a momentous occasion in our journey as an agency. But winning this award for the 4th time is really gratifying and reinforces our belief in the kind of work we are doing and the value we are adding to our client’s business”, said, Interactive Avenues CEO Amardeep Singh.
“IPG Mediabrands’ commitment in bringing in the most cutting edge tools and techniques to India has made Interactive Avenues the most future ready digital agency in the country We have India’s largest end-to-end social management infrastructure & teams, the most advanced data analytics and programmatic platforms and listening centres and several proprietary research tools”, added Singh.
IA is the fastest growing company under the IPG Mediabrands India umbrella with a 4-year CAGR of about 40 per cent. In 2016, Interactive Avenues added several new businesses including FunOKplease, IDFC Bank, Angel Broking, Wockhardt Hospitals,Saint Gobain and Saregama. This is in addition to the integrated businesses like Johnson & Johnson, Gionee and Tourism Australia.
BENGALURU: For years, creative teams have learned to live with ambiguity. Vague comments, last-minute changes, feedback that arrives without context, clarity, or conviction. It became part of the job – something teams worked around rather than getting it solved.
But as we head into 2026, that tolerance is wearing thin.
Creative work today moves faster, scales wider, and involves more stakeholders than before. Teams are producing more content across more formats, often with distributed collaborators and tighter timelines. In this environment, guesswork is no longer a harmless inconvenience. It’s a cost – to time, to budgets, and to creative mindspace.
The real problem isn’t feedback, it’s how it’s given
Most creative professionals you see today will tell you they’re not against feedback. In fact, they rely on it. Good feedback sharpens ideas, strengthens execution, and pushes work forward. The problem is ‘unclear’ feedback. When someone says “this doesn’t feel right” without context, they aren’t just revising – they’re basically decoding. They’re guessing what the problem might be, trying different directions, and burning time in the process. Multiply that by a few stakeholders and a few rounds, and suddenly days disappear.
In 2026, when teams are expected to deliver faster without compromising quality, interpretation is a luxury most can’t afford.
Scale has changed rverything
Creative projects used to be smaller and simpler. A designer, a manager, maybe one client contact. Feedback loops were short, even if they weren’t perfect.
Today, the same project might involve internal marketing teams, agencies, freelancers, brand reviewers, and regional teams. Everyone has a say. Everyone leaves comments. And often, those comments don’t agree. More people reviewing work means alignment matters more than ever. Clear feedback isn’t just about being nice to creative teams, it’s about keeping projects moving when complexity increases.
Guesswork quietly wears teams down
One of the less talked-about impacts of unclear feedback is what it does to people.
When feedback is vague or contradictory, creatives second-guess their decisions. They hesitate. They overwork. They keep extra time buffers “just in case.” Over time, confidence drops. Ownership fades. Work becomes safer, not stronger. Creative energy gets spent on managing uncertainty instead of pushing ideas forward. And in an industry already grappling with burnout, unclear feedback adds unnecessary mental load.
Actionable feedback is a shared skill
Clear feedback doesn’t mean controlling creative decisions or dictating every detail. It means being specific enough that someone knows what to do next.
Actionable feedback answers three basic questions:
What exactly needs attention?
Why does it matter?
What outcome are we aiming for?
This applies whether you’re reviewing a video frame, a design layout, or a copy draft. The clearer the feedback, the fewer follow-ups it creates. In 2026, teams that treat feedback as a skill and not an afterthought, will move faster with less friction.
Tools shape behaviour (whether we admit it or not)
The way feedback is delivered is often dictated by the tools teams use. Comments buried in long email threads, messages split across chat apps, or notes detached from the actual work all contribute to confusion.
When feedback lives outside the work, context often gets lost. When it’s disconnected from versions and timelines, decisions get questioned. When it’s scattered, accountability disappears. More teams are starting to realise that feedback problems aren’t just communication issues, they’re workflow issues. How work moves between people matters just as much as the work itself.
From Opinions To Alignment
One of the biggest shifts happening in creative teams is a move away from purely opinion-driven feedback. Instead of “I like this” or “I don’t,” teams are asking better questions:
● Does this meet the brief?
● Does this solve the problem?
● Does this align with the goal?
This change reduces unnecessary back-and-forth and helps feedback feel less personal and more productive. It also makes decisions easier to explain and defend. As creative work becomes more strategic, feedback has to support that shift.
2026 Is About Fewer Loops, Not Faster Loops
There’s a misconception that speed means moving through feedback cycles faster. In reality, the most creative teams aren’t just accelerating loops, they’re reducing them. Clear, actionable feedback upfront leads to fewer revisions later. Clear approval stages prevent last-minute surprises. Clear decisions stop work from circling endlessly.
In 2026, efficiency won’t come from working harder or longer. It will come from designing workflows that respect creative time and attention.
Ending guesswork is a mindset change
Ultimately, ending creative guesswork isn’t just about better tools or processes. It’s about mindset. It’s about recognising that clarity is an act of respect – for the work, for the people doing it, for the time invested and for the mindspace used. It’s about moving from “figure it out” to “here’s what we’re aiming for.”
Creative teams that embrace this shift will find themselves not only delivering faster, but also enjoying the process more. And in an industry built on imagination, that might be the most valuable outcome of all.
