gurgaon while helping clients make money sincerely the advertising industry has forgotten how to make money for itself lower toplines shrinking margins and diminishing pay scales have led to a major crisis in attracting necessary talent and commanding due premiums quite unlike the hotel industry which has successfully imbibed business practices that can be immensely beneficial to advertisingso what can advertising learn from hospitality first and foremost is the twotier pricing model basic and premium this model allows valuedriven access while encouraging indulgence in luxury for example a buffet is priced modestly while a meal at the finedining restaurant is yours for a considerable price customers recognise the difference between a quality entrylevel experience optimal not subpar versus a superior highend engagement the usual bundling of room with breakfast is an acknowledgment of expectations while every other topup including the spa car rentals and laundry is priced above the market since topups are all about user conveniencesometimes customers are delighted to engage with the hotel at a vanilla level while for other occasions the exclusive experience is desirable result a happy equilibriumhotels are also exceptional in projecting their unique intellectual property usually in the form of celebrity chefs or marquee subbrands at the itc maurya we do not expect imtiaz qureshi to cook for us nor do we expect chinese food at a taj bengal banquet to originate from chinoiserie unless specifically mandated and under the same brand a set of trained professionals can successfully offer an attractive menu for a price less than that of the celebrity experienceno hotel will permit you to outsource catering when you hire a banquet venue accepting that juicy margins come from the food and not the real estate and its this that helps create a distinctive hyatt or taj experience for your wedding or conference also on an equally critical hr note career paths are clearly segmented with culinary skills unconnected to the general manager track and the creative and business functions plainly demarcated each with unique growth trajectoriesnow imagine the parallels for the advertising industry a twotier pricing model where clients pay a definite premium for a strategic campaign development led by celebrity creative directors armed with appropriate rate cards with regular maintenance work being done by a competent crew that commands a realistic retainer and not by premium talent that is unable to guarantee profit or worse misrepresents resourcing to desperately secure businessfor reasons of profitability and to help restore the industrys credibility the lucrative function of ad film production will be taken over by creative agencies further clients will find they can enhance the value of how they are perceived if the creative outcome including the final film emerges from the same branded funnel marquee directors on the premium payroll emulating the banquet strategy and all adjunct services like artwork and event coordination will command an abovemarket rate making efficiency more attractive to stretched marketing departmentsimportantly creative superstars wont ever be confused with business heroes because the