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Marketing will be a big push for Mindshare: Marco Rimini

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Marketing will be a big push for Mindshare: Marco Rimini

India is one of the strongest markets for Mindshare Worldwide. Marco Rimini, Leader, Business Planning, Mindshare Worldwide reiterated this when he said that India compares very favorably for the agency in terms of energy as opposed to the other markets. In this conversation with exchange4media, Rimini speaks on various subjects in context to the India market including the last leg of Mindshare’s global restructuring, competition and the fact that media agencies are not focusing enough on building brand equity. Excerpts:

On the media agency scenario in India…
The media agencies here are very original and do things in different and innovative ways. Agencies here do not have the same limitations as seen in other countries.

On Mindshare vis-à-vis competition…
Mindshare, as a company, always strives to be the first to do things. We believe competition is good for us to grow and do better. Original thinking is our mantra and we would like to take the agency to the level where we only do innovative and creative work.

Most of our competitors in India are still growing and in comparison we are a mature agency as we have the strength of Mindshare and GroupM. We have on offer a broader range of services than our competitors. Typically in our business, people who do not have the wherewithal to provide integrated services claim to be specialists. The fact is that clients want the advantage of tradeoffs and for that you need everything under one roof. Integrated services is an important USP for us.

On integration completing the restructuring exercise…
We restructured the company in 2008 and this is the final piece of that move. About three years ago, we started the journey of creating the new integrated media agency. Back then we had too many pieces, which we have now simplified into Business Planning, Invention, Exchange and Client Leadership. The restructuring is nothing but giving apt roles to people. What you see in India now is a really good version with everyone in right positions. It is also about increasing value for existing clients and being a partner to them. For our clients, we are definitely more than just a media agency.

On the role media agencies play…
We believe we have a role to play because everything begins and ends with media and original thinking. We can talk about all the systems, buying strength and so on but unless we are original in the way we talk to clients and what we do for them, I don’t think we will have the business partnership we aspire to have. To ensure we gain the trust factor, we go one step further for our clients. To build brand equity, you have to deliver 100 per cent of what your promises are.

On lack of marketing in media agencies…
Media agencies tend to forget public relations. Soon after Nick Emery was appointed Mindshare Global CEO, we also brought in Greg Brooks as Global Marketing Director. Greg has come to make our marketing more focused. As an industry, we need to become better at communicating what we do. Clients love our work; the bad news is we are not getting our message across. We need to work to address that. Marketing will a big push for us this year.

On power-packed pitches…
It is imperative to have the right team with trustworthy and credible people for a power-packed pitch. The client sees the team and the relationship within the team. It’s not the charts or the price or even the ideas but the atmosphere in the room created by the team that is important. Procurement, price and strategy are the other three factors.

On way ahead and Mindshare India…
To integrate the company and bring digital to our core, which is tricky because we are trying to do so without losing traditional skills. The atmosphere at Mindshare India is great. There is team spirit leading to better creativity and that is something I would like to take from India to other markets.

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