Mumbai-headquartered Focus Communication has expanded its operations with branch offices in Delhi, Pune and Bangalore. The agency has a varied clientele from industries as diverse as airlines, lifestyle, liquor and education.
Headed by MD Monish Ghatalia, the agency has extended its operations to the fields of traditional advertising, media buying, research, public relations, etc. Among the agency’s clients are Malaysia Airlines, Hyatt Hotels, Sahara Group, Reid & Taylor, Tata Indicom, etc.
Explaining the concept of convergence marketing, Sivaram Madathil, Director, Brand Servicing, Focus Communication, said, “Convergence marketing is a division, which will help our brands reach out to their target audience through an association with another brand who targets the same audience.”
Citing an example, he said, “A Honda Accord car owner also wears a luxury brand watch. Hence, our convergence marketing company will help the watch brand meet with the car brand and devise a marketing idea for that part of the audience and give the audience a value based proposition, while the brands will get their mileage.”
“It is basically taking cross promotions to the next level,” he added.