With media budgets in the US and Europe getting slashed, emerging markets like India and China, which are still growth markets, are attracting a lot of attention from international companies trying to reduce the negative impact of the global slowdown.
Nearly a year after its launch in India, MEC Access is looking at building up on last year’s growth. On his India plans, Mike Jackson, MD Asia Pacific, MEC Access, told exchange4media, “The area of sports and entertainment partnerships have grown significantly in India in the past 12 months and our aim is to capitalise and build on this in 2009. What has been fantastic from the regional perspective is that there is real desire for this type of engaging content solutions on how we as an agency integrate within a 360 communication plan, and we are going to build on the success of 2008.”
He further said, “The three different verticals under MEC Access – sports, partnership and entertainment – have seen growth over the last 12 months and we are anticipating further growth for 2009 as well. We have seen the growth globally in MEC Access – growth in North America, Europe, and we have launched MEC Access in five markets in the last 12 months in the Asia Pacific. In all markets, we are seeing a real uptake of how we integrate this type of content solution within communications.”
Commenting on the economic slowdown, Jackson said, “From the MEC Access point of view, now more than ever is the time to have a different type of relationship and different type of dialogue with the consumer, and those brands that do continue to spend and continue to evolve their communication in times of a downturn, do tend to emerge stronger eventually. This downturn is going to end. In India, the budgets are under threat and under challenge, but we see that as an opportunity and not a threat.”
According to Stephen Li, CEO South and Southeast Asia, Mediaedge:cia, “We take this area of entertainment, sports and partnerships very seriously. Our associations, our strategies and implementations are based on sound judgments and not on gut feel. We have invested significantly in the area of insights to guide our strategic directions that we give clients. So, our offer is not just based on coming out with creative ideas and in implementing them, but founded on some good strategies and some good consumer insights and good planning.”
When asked about the key trends in the Indian media industry to watch out for this year, Rajneesh Chaturvedi, National Director, MEC Access, observed, “One of the key trends is the role of content. You need to create more platforms and more revenues to connect with your audience, and the most important thing you have to work out is the Return on Investment (RoI).”
The launch of MEC Access and MEC Interaction (digital unit) in India is said to have boosted the MEC operations in many ways, with both not only offering from just a pure revenue perspective, but also as specialists in these areas that allow MEC a lot more confidence to speak to their clients.
Mediaedge:cia (MEC) claims to get consumers actively engaged with their clients’ brands, leading to relevant awareness, deeper relationships and stronger sales. The services include consumer insight and RoI, communications planning, media planning and buying, interaction (digital, direct, search), sponsorship consultancy and activation, branded content and entertainment marketing.
Mediaedge:cia India launches MEC Interactions; MEC Access next on cards