Chennai-based agency Brand Portrait is looking to take the specialisation route to growth by focusing on verticals segments. Services and IT are two broad verticals the agency is seeking to address, and it has segmented the services vertical to include financial services as a practice area. Heading it will be Bharati Shroff, whose last assignment was as Regional Director, Fortune Communications.
The agency believes the financial sector offers tremendous opportunities, with corporate lending, retail banking, IPOs and mutual funds making aggressive gains in the business.
Said Raj Narain, one of the founders of Brand Portrait, “We have been toying with the idea of growing through verticals as a strategy for sometime now. We know that we are a trifle late in entering this business, but the expertise we bring with Shroff on board, coupled with our ‘Results First’ approach, would make us an irresistible combination.”
Outlining the agency’s approach to the business, he explained, “In today’s market, you don’t need rocket science to sell an IPO or a New Fund Offer. But doing it for less money and more scientifically holds the key.”
Shroff started her career 37 years ago as a copywriter with O&M’s Chennai office and then moved on to become the Creative Head at Clarion (now Bates), Chennai. She then made a shift into Account Management, and over the last 15 years, she has been heading the financial advertising businesses of Concept Communication and Fortune Communication.
Commenting on her new assignment, Shroff said, “I believe these are exciting times for the financial sector and a new vision is required to make waves in the field of financial advertising. So, a combination of a wealth of experience and the spark of enthusiasm and fresh ideas of a young agency can create magic in the marketplace.”
The agency would venture into more such niche areas soon, asserted Narain. Within the financial services vertical, Brand Portrait is engaged in discussions with several clients, and is hopeful of signing on a few of them in the coming month.
Venu, another founding member of the agency, added, “We have come to be known as an aggressive and unconventional organisation in our short existence. We believe Shroff with all her wisdom will be able channelise this aggression and take us to the next level.”
Brand Portrait commenced operations on August 31, 2004, and is a full service agency awaiting completion of two years to get an INS accreditation. Its present portfolio of clients includes Verizon, Great Lakes Institute of Management, IFF, TI Diamond Chain (export business), Terumo Penpol, Franch, Chaitanya Group and Empee’s Old Secret Rum.