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Digital Direction strengthens client portfolio with new wins

Digital Direction strengthens client portfolio with new wins

Author | Pallavi Goorha Kashyup | Monday, Apr 05,2010 8:49 AM

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Digital Direction strengthens client portfolio with new wins

Digital Direction, the digital arm of RK Swamy BBDO’s media buying agency, Media Direction, has recently won a host of new business in the last three months. These include Basecamp, GPI, Hamdard Safi, Hindustan Times, HT Mint, Karvy Private Wealth, LIC Endowment campaign, Mercedes C Class launch, Mercedes E class launch, Mercedes Auto Expo, Raffels, Ranbaxy Revital, Raymond Corporate Wear, SBI Car Loans, SBI savings, Shriram Finance, and Siemens Awareness Campaign. The combined account size is pegged at Rs 10 crore.

It may be noted that RK Swamy BBDO is also handling the creative duties of Karvy Private Wealth, LIC Endowment campaign, Mercedes C Class launch, Mercedes E class launch, Raymond Corporate Wear, SBI Car Loans, SBI savings and Shriram Finance.

Commenting on the wins, Les Margulis, President, RK Swamy Media Group/ Media Direction, said, “We are really happy to win these businesses. Digital is set to grow at 40-50 per cent this year.”

Saurav Chakraborty, GM, Digital Direction, said, “Growth in terms of billings is directly proportional to the scope of work discussed with the client. If clients continue to see digital media as a ‘banner pasting platform’, business will remain pretty static and linear.”

He further said, “The need of the hour is to use the ‘BPI approach’ (branding/ performance/ innovation) across all digital campaigns. This ensures ‘Awareness’, ‘Engagement’ and ‘Participation’ among the target audience, and makes the campaign a runaway success. In the last two years, Digital Direction has done many contextual campaigns creating platforms/ content plugs/ interaction touch points for Siemens, SBI Bank, LIC, L&T Mutual Funds, Pedigree, Karvy Private Wealth, and that is what is fueling our growth. Talking in terms of pure numbers, Digital Direction has seen an 80 per cent growth in terms of billing between FY09 and FY10 and we are not in a mood to slow down the drive.”

“Digital media in India today is clearly an amalgamation of ‘Internet’, ‘Mobile’ and ‘Social Media’. While banners (especially Rich Media) can act as good enticers to a campaign, it is the microsite where the audience spends most of his/ her time interacting, submitting, uploading and tagging. With mobile penetration and social media growing a breakneck speed, the immediate future will see every digital plan containing applications, SMS 2.0, Bluetooth marketing and video advertising in a big way. What we are trying is to surf through this new big wave and reap the benefits,” Chakraborty added.

He concluded by saying, “Our future plans will be to focus heavily on the new digital media phenomena like social media monitoring, branded applications like social and mobile, and branded virals in order to give a sure-fire kick-start to the brands’ latent needs.”

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