Advertising agency FCB-Ulka is all set to launch a new media tool called Brand Insights which is likely to take on Young & Rubicam’s Y&R) proprietory tool, Brand Asset Valuator (BAV).
The decision comes close on the heels of Indian advertising agencies’ quest to offer unlimited value-added services to their clients. Y&R’s Brand Asset Value has been existing in the Indian market since 1997. The tool has been used by the agency in 1,250 categories across 40 countries.
Advertising agencies typically use these tools to understand where the client’s business figures in comparison to the competition. It even enables the agencies to find out how and when the consumers reprioritize their choices.
Planning executives from India are currently in Singapore for the FCB media conference to present Indian insights to the rest of Asia Pacific countries. An Indian tool, ‘Branding and I’, based on relationships, will be used in other countries.