MUMBAI: Advertising is becoming increasingly fragmented, but that fragmentation is unfolding within a broader digital consolidation, according to Praseed Prasad, President – Growth & Marketing, South Asia at WPP Media.

At a macro level, he observes a clear structural shift. Content-led advertising, which once accounted for nearly 90 per cent of activity, has declined closer to 60 per cent, signalling a significant rebalancing of media strategies. While the industry appears more splintered than ever, he notes that consolidation is simultaneously taking place within emerging digital technology ecosystems.

“From a 20,000-foot view, it is definitely getting fragmented,” Prasad explains. “But within certain pockets, there is consolidation into new digital tech channels.”

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Earlier, much of digital advertising was concentrated among a handful of global technology players. Today, the ecosystem is far more diverse. Growth is being driven by quick commerce, digital programmatic, digital out-of-home and influencer marketing, among others. The avenues for digital advertising have multiplied, altering how brands allocate budgets and engage consumers.

Beyond structural shifts, Prasad also addresses a longstanding perception about the industry itself. When he entered advertising 25 years ago, it was often viewed as glamorous. While there may be moments of visibility and excitement, he stresses that the reality is defined by intense deadlines and late nights.

“The glamour evaporates when you see the hard work behind it,” he says.

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However, he argues that what the industry offers in return is unparalleled exposure. Professionals gain a deep understanding of consumer behaviour, business strategy and media dynamics simultaneously. That breadth and depth of experience, he suggests, equips individuals exceptionally well for leadership roles across sectors.

“You understand consumer mindset, business objectives and media strategy together. That width and depth of exposure prepares you better than most roles,” he notes.

On the debate surrounding performance marketing versus long-term brand building, Prasad is unequivocal. Performance marketing may drive short-term growth and help brands reach critical mass, but it cannot substitute sustained brand investment.

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He cites the example of Nike, which pivoted heavily towards performance-driven channels around the pandemic period. While the strategy delivered immediate gains, the brand’s long-term positioning came under pressure as newer competitors, such as On Running, strengthened their brand associations and gained market momentum.

“In the short term, performance marketing will help brands grow,” he says. “But if you are not invested in brand building, you will struggle to scale further.”

He points out that even new-age e-commerce players in India, such as Flipkart and Amazon, continue to invest heavily in brand building. Remaining top-of-mind, he argues, is critical for category expansion and sustained growth.

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“If you move away from brand building to pure-play performance marketing, you are not doing good service to your brand in the long term,” he adds.

For young professionals entering the industry, Prasad’s advice is simple but emphatic: be curious. He believes curiosity, particularly the habit of asking “why” and “how”, creates far greater long-term value than theoretical knowledge alone.

“Don’t accept anything at face value. Ask why. Ask how,” he says. “That curiosity helps you connect the dots and become a trusted advisor rather than just a theoretical expert.”

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On artificial intelligence, his position is firmly pro-adoption. In his view, resisting technological change is neither practical nor productive.

“There is no point resisting technology. You have to adopt it and adapt,” he says. “Adopt and adapt.”

Prasad personally uses conversational AI tools such as Gemini and Perplexity as primary research aids, often turning to them before traditional search engines. While he acknowledges that outputs require verification before critical decisions are made, he sees AI as an accelerator of initial research and insight gathering.

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At an organisational level, WPP Media has embedded AI through its WPP Open platform, which integrates multiple large language models. The system leverages first-party and third-party data to deliver recommendations and support client strategy.

“We have fully adopted it,” he says. “There is no benefit in being anti-technology when it can help you ride the wave.”

Ultimately, Prasad believes the future of advertising will be shaped not just by fragmentation or technological acceleration, but by how effectively brands balance innovation with enduring fundamentals. Channels may multiply and tools may evolve, but the core principles of curiosity, adaptability and brand investment remain constant.

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