FCB Ulka plans to expand its interactive services by including promotions as an added feature.
FCB Interactive, one of its divisions, will now offer promotions as a service in addition to its direct, digital and database services, incorporating learnings from an FCB group company based in the US called Marketing Drive. Mr M. G. Parameswaran, Executive Director, FCB Ulka Advertising, told Business Line, "We will see what can be transported from Marketing Drive and offer promotions as one more service to our clients."
For instance, its promotional services would include targeting dealer outlets with regard to product sampling and demonstration. To begin with, it would target dealer outlets of its existing clients such as Tata Motors, Whirlpool, Hero Honda and Tata Indicom Walky.
Considering the agency already has database services as part of FCB Interactive, finding a ready clientele to offer its promotional services would be an added advantage. Claims Mr Parameswaran, "Promotions will fit in since we already have the names and addresses of consumers in our database."
But the agency has still not decided whether promotions will be spun off as a separate division within the agency or clubbed under FCB Interactive. "If an opportunity arises we could look at a separate division for promotions," he says.
"We are not looking at any acquisitions this year," states Mr Parameswaran. With billings turnover of Rs 700 crore, FCB Ulka hopes to grow at 15 per cent this year.