ZenithOptimedia, the ROI agency, has launched the operations of its performance marketing specialist agency, Performics, in India with Microsoft as the first client in the kitty. While the business win comes in the wake of global search business mandate of Microsoft being lined with Performics after a multi-agency pitch, the Indian operations have been launched by the agency, with a substantial size of the business to be taken care of in India. The size of Microsoft’s Indian business is estimated to be in the vicinity of Rs 10-12 crore.
The agency has started with a team of 14 performance marketing specialists in Delhi and one in Mumbai. Being a part of the ZenithOptimedia family, the agency is also handling the search business for ZO’s existing clients like eBay, timesjobs.com and Air France.
Speaking on the launch of the agency in India, Andras Vigh, Global Managing Director, Performics, said, “We strongly believe India will be a key market for Performics and our ‘OneSearch’ proposition and performance skill set will deliver great value to our clients.”
“For Microsoft in India, as around the world, the demand for search and performance marketing solutions always shows an upward trend. I am delighted that we will now be able to leverage on Perfomics’ capabilities in India,” said Vineet Durani, CMO, Microsoft India, on the launch of Performics India.
While the global alignment of the business was announced in January this year, the official rollout of the campaign has happened on September 1, 2011. Though Quasar remains the digital AOR for Microsoft, taking care of its social media, digital display and mobile strategies, its entire search business will now be handled by Performics. Explaining more on the benefits of search, Anurag Gour, Digital Marketing Strategy Lead, Microsoft India, said, “Search is very crucial as while we are broadcasting our message through displays and social advertising, in search we are focusing on the customer who intends to buy the product. There is a dynamic and live interception to the intention of a customer who is interested, proving more beneficial.”
Speaking on the reason for handing over the business to Performics, Gour said, “Performics has the right set of technology, talent and tools to ensure ROI, targeting relevant audience.”
The mandate for Performics will be to boost Microsoft’s flagship solutions like Windows PC, Microsoft Office, X-Box and Windows Phone to begin with. The launch of Windows Phone by Nokia is highly anticipated and the company has also launched polls to invite users to name the first Windows Phone 7.
Performics has a strong partnership with Google around the world. Speaking on the launch of the agency in India, Rajan Anandan, Managing Director, Google India, said, “Search is the future. We are happy that one more agency from our global tie-ups now has operations in India.”
According to a report shared by Anandan during the launch of Performics, while the trend in India right now was of research online and purchase offline, by 2015, e-commerce would see transactions worth $40 billion in India alone.
The focus of Performics is to bring in the concept of One Search into India, offering One Search, that is, SEO and SEM in an integrated and embedded way. Performics’ core offering, “OneSearch,” drives integrated search efficiency for clients to ensure optimal marketing investment. The agnostic approach pairs third-party platforms with proprietary technology, including BenchTools, Global Analytics Tools and Socialtools, to deliver best in class solutions. India is critical to Performics’ global plans as it is one of the fastest growing markets and the clients in India are more focused on ROI, therefore, its range of services are more suitable for India.
For the record, Performics was acquired by Publicis Groupe in 2008 and has been part of ZenithOptimedia since 2010.