The RK Swamy Media Group is preparing for a rough 2009. From restructuring exercises in some of its offices to the establishment of new processes in the company to the consolidation of the new units that the agency launched in the year, the Group has its hands full.
S Yesudas, CEO, RK Swamy Media Group, informed that the last year had seen the agency busy with many new initiatives. These included launch of new divisions in the domains of digital and radio; launch of the second agency Hansa Media Services and an internal restructuring. The year also saw the creation of the holding group RK Swamy Media Group with five operating verticals comprising Media Direction, Digital Direction, Hansa Media Services, Radio Direction and Hansa Outdoor.
Yesudas added, “All the new offerings have ensured a top line growth of almost 250 per cent in two years. Incidentally, Digital Direction is perhaps the only digital agency that can boast of picking up a digital AOR within just four months of its launch.”
Speaking further on the economic slowdown and its impact, he said, “The need of the hour is radical thinking, full accountability and tangible results to clients. We have just launched two new processes – ‘Brand Chemistry’, which is a business audit with clients in order to be in sync with their new practices and revised agenda, and ‘Market Beat’, where we actually interact with dealers, distributors, competitors and consumers. Our Vice-President, Communication Partner (North), Shan is driving this.”
The agency’s seniormost hand, PRP Nair, would take on the role of leading the Training and Talent development for RK Swamy Media Group. The Group has also restructured the Mumbai operations of Media Direction into three strategic business units. Yesudas elaborated, “Each is headed by our able managers, Raghu, Tanvi and Rajendran. Each group has a combination of AOR and full service clients. Also, proactive offerings to all clients would form a critical component of the new structure from an SBU. This is driven by our Vice-President, Communication Partner (West), Satya.”
Yesudas further explained that the agency had been able to take new initiatives on various clients. Citing a few examples, he informed, “We were a part of designing a structure for better engagement with the trade, based on our inferences from our process ‘Consumer Pathway’ for one of our clients. On another client, we embarked upon a ROI media deal with publication houses. This worked on the basis of an alliance to take the traditional classified advertising, online, based on a long term revenue sharing mechanism. Rahul, General Manager, Principal Communication Consultant, (South) is leading this initiative.”
The RK Swamy Media Group is excited with its performance. “In the last two years, we have a registered a track record of winning 20 new business assignments. RECMA Compitch rating of B+ in the first year itself; victory in the global pitch of Visa International, where India played a critical role, industry awards and recognitions; Team Media Direction’s representation at Cannes 2009 under the Young Media Lions category have all added to our cheer. Why should we not be excited?” asked Yesudas.