Starting November 1, 2008, Innocean Worldwide India (IWI), which handles accounts like Hyundai Motor India, KEI Wires & Cables and Aureole Inspecs, is launching its digital wing. Looking at the evolving usage of Internet, especially by automobile companies, explains the move into digital space by Innocean. The company has added specialist talent to ranks for this new initiative and sees its head count stabilising at 42-45 by the year end.
The initiative is under the stewardship of B Sridhar, Director - Media Services, Innocean, who will be reporting to Vivek Srivastava, Joint Managing Director, Innocean, and YK Choi, Managing Director Innocean.
Srivastava explained, “This is a carefully thought out extension into an area of communication which is becoming more integral with every passing day for brands’ success. We thought it as a great opportunity for Hyundai as it has entered the digital space at a later stage as compared to others like Maruti.”
He further said, “We will be using digital for our existing clients and will be leveraging it for our new business as well. The initial focus of Innocean Digital would be on development of content and ideas that leverage the internet for its clients’ brands effectively.”
Sridhar said, “Being integrated with the creative and strategic functions of Innocean gives IWI Digital an added edge and an opportunity to integrate the web based communication seamlessly with other media and marketing initiatives.”
“Internet usage is growing briskly and media spends are growing at over 50 per cent. The overall online media spends is projected to be in the region of over Rs 400 crore and the automobile category spends around 10 per cent of it. It had to be sooner for us rather than later,” he added.
“Moreover, the creative opportunities to tap a growingly heterogeneous market in a strategically relevant fashion makes it imperative to look at internet as a brand building platform across our entire client portfolio,” Sridhar said.
The other big opportunity for IWI Digital is in tapping the Internet content creation opportunities within the captive Innocean global network. Srivastava noted, “The European, American and Australian markets are way ahead and adept in utilisation of the Internet and we have an opportunity to execute their ideas and develop. Content based on them will also help us sharpen our skills for the home market too. It is a precursor to some more new initiatives that will be there to enhance returns for all our client in the next few months and will take us closer to achieving in practice the integrated communications approach,”