Keeping abreast of the growing importance of the digital space, BEI Confluence has revamped its website and the all new people-centric portal sports a complete makeover in its look and feel. Meanwhile, the agency has also launched its media consultancy arm, called ‘Spasht’, which now caters to clients such as Nippo Batteries and Zen Mobiles.
Commenting on the significance of the revamp, Tapas Gupta, MD, BEI Confluence Communication Ltd, told exchange4media, “The website is the prime source of information for prospective clients, talents, and other business associates. The quality and ‘personality’ of the website does speak of how savvy the agency is and reflects its image and outlook. It was, therefore, important to revamp the website to mirror the agency’s new look and feel and project its philosophy, working style, free spirit, youthfulness and energy.”
The website has been conceptualised and designed by Senior Vice President (Creative) & National Creative Director Anwar Abbas. The ‘back-end’ has been developed by Tarun Sharma from Indyahub.
Explaining the thought process behind the redo of the website, Gupta said, “We have done a thorough research before we cracked the ‘people-oriented’ idea of the website. In fact, globally there are hardly any websites of ad agencies that depict its people to this extent. We believe we have cracked a winning idea in developing this ‘people-oriented’ website, which is different, memorable, and more importantly, reflects the philosophy of the agency.”
And why is the focus on people when the attrition rate is normally very high in an industry like advertising? While admitting that the attrition level in advertising was high, Gupta added, “The idea of the website is not in the faces of our people whom we show, but the ‘spirit’ it captures. In our business of developing winning ideas for our brands consistently, we need to create a happy and friendly working atmosphere, filled with talented and spirited people, who can give shape to our dreams of creating winning ideas for our clients all the time.”
“People can come and go, but the ‘people friendly’ spirit is constant in our agency. We encourage (even pamper) good talent to work in a tension free, light-hearted environment, so very essential for creative development,” he maintained.
The look of www.beiconfluence.net has been kept in tune with the vision of the company. The mix of blues and greens gives it a professional yet vibrant feel. The top right side of the website has BEI’s logo with a map in its background, depicting the global perspective on which the agency functions. Apart from the display of ATL work, the main highlight is the flashes of employee pictures and their light moments, projecting its ‘people first’ policy. The company also aims to hire good talent via this medium and has planned to put up copy-tests for freshers and also create folders where applicants will be able to upload their resumes.
In the coming days, the agency has thought of placing in-depth case studies of campaigns on the website too. Gupta believed, “This will give the visitors an inside view into our professional expertise and also provide them with useful advertising insights in creative, media as well as brand strategies.”
Meanwhile, the agency’s crucial realisation of having media expertise and rendering it to its existing as well as new clients has given rise to ‘Spasht’, its media consultancy arm that was launched two months ago. Gupta informed, “We have launched a group company named Spasht Communication Pvt Ltd, whose key mandate is to provide our companies with media consultancy and planning. This is essentially a consultancy organisation that will have its own base of clients (some of them may be BEI Confluence clients, but mostly it will be non-BEI brands), who will be guided in media consultancy and planning service. Buying and operations are not in the purview of Spasht, and the client can get buying and operations service from BEI Confluence or any other agency of their choice.”
Spasht is currently being headed by Bashab Sarkar, Executive Director of BEI Confluence. Sarkar, a seasoned media professional, has over 27 years of experience in media planning in agencies like Contract, TSME/McCann, and O&M before he became the first Managing Director of Maximise (now Maxus), the media agency of GroupM.
It may be noted that BEI Confluence was one of the few agencies to have launched its official website as early as in 2000. For a brief period though, it had partnered with Scree Interactive based out of West Coast of USA in the same year to launch Confluence-Scree Interactive, a creative and design unit in Internet communications, which lasted for two years.