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Mudra Mumbai brings media back into the agency

26-March-2008
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Mudra Mumbai brings media back into the agency

Mudra Mumbai is now a full service agency again. In a significant structural change, media strategists are being brought back into the ‘creative agency’. This is an acknowledgement of the fact that in a fragmented media environment, brands will be better served if creative strategy and media thinking come together early in the campaign development process.

Madhukar Kamath, MD & CEO, Mudra Group, said, “The Mudra Group is at the forefront of changes in the marketing communications industry. After the success of Mudra Marketing Services, we are focusing on our media offering. In addition to making Mudra Mumbai a full service agency, we will be announcing significant steps in the next few days to strengthen the Mudra Group’s media offering.”

Kamath felt that brand planning had lost some effectiveness in the separation of media and creative. “At Mudra Mumbai, we felt it was time to change the way we worked. We’re doing that by housing media strategists with the creative agency; both working together to develop strategy. We believe that is the future of strategic brand planning,” he said.

Jude Fernandes, Head of Mudra Mumbai, said, “I think clients were losing out because media thinking wasn’t being brought in early enough in the campaign development process. Our clients are valuing our new approach to marketing their brands. It is a more holistic way of looking at brand communication and clients are experiencing the power of integrated planning.”

In an environment of unprecedented media complexity, the agency aims to strengthen its strategic thinking and creative product by giving media experts their rightful place at the brand strategy table.

Excited at the prospect of a deeper partnership with media strategists, Ashish Mishra, EVP, Strategic Planning, Mudra, said, “We think we must have the benefit of the knowledge of how our audiences are consuming media when we are developing communication for our brands. Media strategy and creative strategy must go hand in hand. This is an illustration of our philosophy of co-creativity and it’s a richer experience for everyone involved, including, most importantly, our clients.”

Samir Khanna, VP, Mudra Media, is equally thrilled with the opportunity to work closely with strategic planners. He said, “This is a robust and refreshing way of working in an environment where creative agencies have been operating in silos, leading to sub-optimal and fragmented strategic thinking and brand planning. It is quite incredible the creative business solutions that media insights and understanding can inspire.”

Mudra Mumbai’s creative co-ops of account management, account planners and media strategists will come together for the agency’s work on LIC, Union Bank, MTDC, Future Group and Godrej, among others.

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