The Lovemarks focus for Saatchi & Saatchi continues, and the agency has decided to rename its direct marketing division, Saatchi Direct, as Saatchi & Saatchi Focus. Company officials state that the idea is to move towards being an “ideas company”.
Malavika R Harita, CEO, Saatchi & Saatchi Focus, explained, “We have decided to rename our division Saatchi & Saatchi Focus in order to reflect our transformation from a direct marketing agency to an ‘ideas company’, focussed on providing 360-degree communication solutions to business brands, techno-brands and talent brands with the objective of making them Lovemarks.”
She added, “Our Chairman, V Shantakumar, and I have been working on a new structure for the last few months, which ensures the best strategic and creative inputs for our clients and empowers the teams working on the business to deliver holistic, efficient and cost-effective communication solutions.”
Saatchi & Saatchi Focus was started 10 years ago to cater to the direct communication requirements of non-mass media based clients, who required a knowledge base and an understanding of their multi-layered business models. It has since grown into a specialised profit centre of Saatchi India, with offices in Bangalore and Mumbai, and a client list that includes Bosch, Coats, HP, Reliance Polymers, TNT, 24/7 Customer and Essar Steel, among others.
“Mala and her team are focussing on building Lovemarks in the business and talent spaces. Since these are virgin territories, we are building intellectual properties, which can be leveraged across the region. Our philosophy is to drive business through ideas which are media-neutral,” said Shantakumar.
Lovemarks is a Saatchi tool, which transforms brands into emotional connects with the customer, transcending the physical and ensuring sustainable competitive advantage.