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Rediffusion on consolidation drive, aims top-slot in India

Rediffusion on consolidation drive, aims top-slot in India

Author | Anushree Madan Mohan | Monday, Nov 29,2004 7:53 AM

Rediffusion on consolidation drive, aims top-slot in India

Rediffusion is not just being counted amongst the top five agencies in the country today, it needs to be counted amongst the big three. Says Preet Bedi, President, Rediffusion DY&R, “We’re is ranked as the fifth leading ad agency in India today. Established in 1973, Rediffusion today handles the ad accounts of many blue-chip companies in India. With the abundance of creative talent within Rediff and with Chaks now to nurture, motivate and lead this talent, we intend to raise the bar for Indian advertising and set the standards. Rediff is a creative-centric agency where great creative work on all brands, big and small, is and will remain the primary focus. We are aiming to be the best by doing the best work in the industry.”

However, some new appointments are on the cards, adds Preet Bedi, which includes a creative head to take care of Delhi, a senior Art Director in Mumbai in addition to two creative directors (Mumbai). “We have been on a winning spree lately, out of the 15 accounts that we pitched for, we have won 12. Some of the big accounts include Onida, Space TV, IOC and Franklin Templeton. We are aggressively pitching for new businesses, and I don’t really see anything wrong with it. One, it’s about showcasing your best work and making the crunch within a few weeks…a new account is just not about adding monetary value but about added experience. In addition, it really is a thrill of sorts and it shows you as a winning agency.”

Rediffusion has taken a leap in strategic market planning. Bedi is excited about the Rediffusion strategic planning cell and the kind of value-addition that it accomplishes for the client. He asserts, “We initially had Kartik Iyer heading this particular division. After he departed from the organisation, we haven’t really taken anyone in his place. But we would be making an announcement soon on that front. This particular service is an extension of the existing marketing services of our clients whereby we offer cross category learning for sizing up market opportunities. With our cross category exposure, we are helping marketers in taking key decisions. We are helping them leverage the relevant market segments with a package in place which would involve mathematical and statistical data.” Currently K Subramanium (Director) is heading this division.

What’s interesting is a tool called Brand Asset Valuator, which not just examines a brand performance in a market over a fixed period of time visa vie competition, but also examines the position of the brand across brands in other categories. Bedi explains, “For explanation sake let’s take a brand like Pepsi and examine its performance while a certain creative was on air, then in turn, we could draw a comparison with Coke within the same period. If need be, we could compare Pepsi’s performance across categories, with other youth brands such as MTV or Reebok. Traditionally agencies spend a lot of time on consumer insight and lifestyle, which of course is encompassed in our strategic planning cell. But in addition, we are able to decipher your brand’s position amongst other key brands.”

Chaks, National Creative Director, Rediffusion, states, “Clients usually approach us with a brief, but thanks to efforts such as this one, we are actually involved with the brief itself. We currently have big ticket accounts such as Airtel, Colgate, Citibank, Godrey Philips and ING Vysya, today and its imperative that we furnish their requirements in the best way possible. We handle some of the biggest spenders in the advertising industry; we need to give them their due. While we are servicing our existing clients in the best possible way and helping them build their business, we are also ambitious as far as new businesses are concerned. Following our track record of bagging most businesses out there, we are looking forward to bagging some big clients in the two wheeler and four wheeler segment.”

Chaks adds, “Our creative product, I believe is at par with the best in the industry. Airtel in the current day is ranked as one of the best telecom brands across the globe and our advertising had a great deal to contribute in this regard. Another example is Onida. Ever since we took on the devil campaign; the client has seen a massive increase in sales.”

What is the kind of success that Rediffusion is aiming at? He asserts, “In the ‘70s, we were on the number one plank, and a consumer would open the newspaper folds, expecting something new from Rediffusion nearly every single day. Somewhere along the way, we grew in size but our creative product became consistent. What we are looking for, is not just a consistent creative product but a radical experimentation of sorts which would lead to ample returns.”

Rediffusion is clearly on the growth mode. Currently ranking Rs 800 crore in billings, Rediffusion DY&R still has some way to go, before it can reach the big three league.

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