Media Direction, the specialist media services arm of RK Swamy BBDO, is completely revamping itself. As part of this strategy, the unit has changed its corporate identity. The new identity draws inspiration from a compass and fuses the letter ‘O’, which symbolises a vigilant eye with a directional tool that indicates the agency’s reach in all directions and the all-important facet of the ever-changing media landscape. This is the first time the agency is undergoing a change since its inception in 1995.
Commenting on the change, S Yesudas, COO, Media Direction, said, “We are now emerging as a strong player in the media business. Our earlier face and identity suited our initial plan. Now, with our emphasis on ROI – the return on investment for clients – and aggressive growth plans, we have decided to go in for a makeover that depicts our vision.”
He further said, “The font used is contemporary and stylish, yet maintains solidity and a corporate outlook. Deep blue has been used to signify stability and trust, while orange stands for the freshness of our ideas and the energy in thinking. Overall this is bold, elegant and crisp.”
Yesudas felt that the change in corporate identity would bring in a change in thinking in the organisation across all levels, helping them move in its chosen path of success.
The old corporate identity was created at the time of the launch of Media Direction in 1995.
Yesudas informed that the ‘hans’ (communication bird), the group’s symbol, was part of the existing logo and was based on the house colour. The ‘Hans’ (which also is believed to have the ability to separate water from milk) element will continue its association with the new look of Media Direction in some form or the other.
Further elaborating, Yesudas said, “In the current scenario, there is a belief that a vigilant eye of the communication consultant, even while on our way to delivering the message to the target, can help since there are many different routes to the destination. For us, the greater challenge is to be familiar with all such approaches and quick decision making ability on the most optimum one.”
Recently, Media Direction has been inducting people at senior levels apart from launching Digital Direction. Media Direction is also looking at a four-step communication plan, including validate, relate, perform and testify, which would help in providing valuable insight to their clients and help in getting ROIs for them in terms of meeting the brand's communication objectives rather than justifying the passive reach. Focus is also on investing in certain specific tools to aid this process.
Media Direction is a leading independent media service provider to major advertisers, including Visa, Birla SunLife, Mercedes Benz, Raymond, Sara Lee, Videocon, Ministry of Tourism, State Bank of India Group and Hawkins, among others.