BBH India has started a new discipline – Engagement Planning – which aims to bring in strategic input from the world of how people engage with a brand. BBH had introduced it globally about three years ago. After media and creative agencies got separated, this area of strategy had suffered the most and creative agencies have been losing out on this opportunity. Especially with new media there is a need for engagement strategy and content strategy to go hand in hand.
Partha Sinha, Managing Partner, BBH India, explained, “Every strategic solution has two parts to it – content and context. So far, the creative agencies focused only on content and left the context out. We believe that’s only part of the solution. Engagement Planning bridges this gap – the way you engage with your audience can and should influence your creative content. It is kind of obvious in the hindsight. It is no longer about what the brand should say, but it’s about what the brand should do.”
Meanwhile, BBH India has brought in Chandrashekhar as the first Engagement Planner after a six-month search. Prior to this appointment, Chandrashekhar (popularly known as Chandru) was with Walt Disney Television for two years, where he was responsible for on-air and off-air marketing for two network channels – Hungama TV and Jetix – as well as digital marketing for the network.
He had begun his career with TAM, where he worked with the broadcast strategy and consulting wing, S-Group, where he headed key accounts like Viacom, Sony Networks, NDTV, Sahara, ETV and Disney for around three years. He has also had a short stint with ITC Foods in the media planning and buying division.
On his new role, Chandru said, “It’s a new and cutting edge discipline and I have seen the kind of work BBH is globally doing in this area. I am really excited to be a part of this and looking forward to a lot of learning and excitement.”
“We don’t want to become another advertising agency. We are committed to becoming a marketing partner and solution provider to the clients. This is one more step in providing that value. Engagement Planning will become a key differentiator for us in the coming years,” affirmed Subhash Kamath, Managing Partner, BBH India.