Optimum Media Solutions (OMS), Mudra group’s media specialist, has unveiled plans to soon evolve into an integrated media agency. OMS plans to play an important role in marketing integration, a role traditionally played by a creative agency. To this effect, OMS will enhance its planning and budgeting capabilities on digital and out-of-home media as well as strengthen its Brandcasting capabilities.
Traditionally, the role of marketing integration has been played by a creative agency, and the catalyst for integration was a single brand creative idea. It has been the traditional belief that a brand needs to communicate the same idea across multiple consumer touch points, and that is the core of integrated marketing. However, there is a new school of thought emerging that believes different media can communicate differently, and are hence, capable of playing different roles in the overall marketing plan. In this new scheme of things, a media agency can play a vital role in integrating the marketing communication activities of a brand, and OMS plans to play that role.
Speaking to exchange4media, OMS, President, Chandradeep Mitra, said, “Our vision is to make our agency into an integrated media agency. We have already started working on enhancing our planning and budgeting capabilities in the areas of the Internet and outdoor. We are working closely with Mudra Group companies Tribal DDB (Internet and digital branding experts) and Primesite (out-of-home communication specialist) to incorporate their domain expertise and planning toolkits. Once we finish building our planning capabilities across a large variety of media, we will be able to advise our clients on their entire marketing budgets and prepare holistic plans and budgetary allocations. This will bring us a step closer to building a uniform ROI platform for marketers to best allocate their marketing budgets. This is one of the ways that we, as an integrated media agency, see ourselves playing a critical role in integrated marketing communications.”
He further said that OMS was taking serious steps in strengthening its Brandcasting capabilities. OMS already has an enviable track record in brandcasting, having done cutting-edge work for clients like ICI Paints, Samsung, Rasna and Electrolux.
“We have taken a decision to integrate the Mudra Group’s branded content capabilities, currently residing in two specialist divisions – Tantr and Videotec – under the integrated media fold. Tantr currently specialises in the production of brand commercials and films, while Videotec has impeccable credentials as a specialised TV programming unit. We plan to focus these capabilities to power our Brandcasting initiatives. In this, these divisions will work closely with the OMS team to create brandcasting case studies for our clients,” Mitra revealed.