For PerceptH, 2009 is proving to be a good year. The agency began the first five months with key new business acquisitions like Bajaj Allianz, BSNL, Bank of Baroda and the Congress Jai Ho campaign. In a conversation with exchange4media, Prabhakar Mundkur, CEO, Percept H stated that this has fuelled the agency’s growth in the early part of the year.
Mundkur said, “I would describe this year as one of learning, introspection and surprisingly discovery. It truly takes a global event to induce paradigm shifts in thinking. We have felt the impact of the slowdown along with our clients, but more importantly, we have chosen to see it more as a challenge rather than an impediment. It’s given us the time to re-learn, which is critical in our business. It has given us innumerable insights into the market viability of the brands and the discretionary income share we handle, but most importantly it presented us with the unique opportunity to rebuild customer confidence, which was at an all time low. We’ve enjoyed the process and are now geared with unique insights that would hold us in good stead for years to come. They say, in crisis, lies opportunity, and we found ours in that conundrum.”
Speaking further on the future plans of the agency, he said, “Besides keeping our people happy and motivated, doing great work on brands, and partnering our clients well! On a more serious note, since inception, we have chosen to be shy and reticent and inward looking. I think that phase was important and has helped us to grow as an organisation but 2009 onwards, we intend to begin looking outward. We’ve a great bunch of talented people, likeminded clients and campaigns that we and our clients are proud of -- you would definitely hear a lot from us in days to come.”
Mundukar added, “We had no pay cuts or job cuts at PerceptH. We’d always been cognisant about resource allocation and that held us in good stead. Axing people should not have any place in a CEO’s recession checklist, and motivation should always be the first point. Training and cross leveraging of talent has gone up in the past few quarters.”