My personal targets for the year are that every brand under Quadrant’s stewardship should have moved a notch higher at the end of the year and to create a brand path for at least four new entrepreneurial brands. An important objective is to also grow the agency and the people working in it.
Working with Quadrant Communication Ltd as President and Chief Executive, Rajan Narayan is a qualified engineer (electrical and electronics engineering) and MMS (marketing). He has 18 years’ experience in advertising and has worked with agencies like Lintas, Ogilvy & Mather, McCann Erickson and Interface Communications. In his association with various companies, Narayan has handled brands like HSBC, Tata Mutual Fund, TVS Motors, Nerolac, Grasim, Titan, L’Oreal, Philips, Videocon, Mahindra First Choice, and Godrej Fairglow, among others.
Quadrant Communications was born on September 1, 1998. Its parent companies are Interpublic Group (IPG), USA and the Kirloskar Group. Quadrant is a full-service advertising agency, which seeks to provide clients with 360 degree marketing communications solutions, offer support in providing direct marketing, brand strategy, media solutions, public relations, exhibitions, retail solutions, feature film associations, etc.
In conversation with exchange4media’s Shubhangi Mehta, Narayan talks about the growth of Quadrant Communications over the years, new business wins, industry concerns and more...
Q. You have been with the agency since its inception. What are some of the prominent changes and developments that you have observed in this journey?
The first change that I have observed is this that earlier, Quadrant was a single client dependent agency providing mostly creative work. Today, the biggest change has been the creation of a blue chip client base, like Mahindra, Tata, Kirloskar, Bajaj, Bharat Forge, etc., which are among India’s biggest business houses. This has happened because of our focus on providing high quality strategic solutions and very close client-agency interactions. Secondly, more value has been set at identifying and focusing on Indian entrepreneurial brands and providing professional advertising and brand building solutions for them. Lastly, over the years we have seen (with respect to Quadrant) a strong balance sheet and excellent financial situation of the agency.