Photon Infotech, a Chennai-based Internet consulting firm providing innovative e-business solutions using SOA, Open Source, and Web 2.0 technologies, has signed on Chennai-based creative shop WOC as its creative partner following a multi-agency pitch.
Confirming the development, Marcus Wilhelm, COO, Global Operations, Photon Infotech, said that they were just starting to build the brand in the IT consultancy space. Wilhelm further said that their brand building exercise for the Indian market was more for recruitment purposes than for sales. “We have decided to rope in an agency now to come up with more bold ideas to market Photon and to help it stand out from the crowd. So, it is more to do with representing what we stand for,” he added.
The major chuck of the advertising budget of Photon Infotech has been earmarked for print campaign and billboards. Wilhelm felt that there was a big billboard brand building opportunity in Chennai and added that band building through billboards was much easier here than in any other country. “India is an extremely competitive market and branding is very important. We have to differentiate ourselves with our marketing efforts. If you compare our marketing effort, logo or tagline with others, we are much better. We are young, aggressive, cutting-edge and communicative,” he asserted.
On selecting WOC as the creative agency, Wilhelm said, “They are very aggressive and have been in the market for a long time. I have not seen that kind of aggressiveness and passion in anybody else, and I was more impressed with the people of WOC than what they had presented and decided that they are the people I want to work with to establish an idea.”
There were a couple of other agencies who had made presentations, but Wilhelm felt that WOC was very strong and bold. He refused to give any kind of numbers with regard to the marketing budget, but said that they would spending as much as it was required to build the brand and the spend would be substantial. Photon Infotech is also chalking out its expansion plans. The company would set up offices in Bangalore and Kolkata shortly.