Digital Direction, the digital arm of RK Swamy/BBDO’s media buying agency Media Direction, has been appointed as the digital Agency of Record for SBI Mutual Fund. According to industry estimates, the size of the business is pegged in the region of Rs 3 crore.
Confirming the development, S Yesudas, COO, Media Direction, said, “We are delighted with this appointment. It’s a privilege to partner SBI MF as our first digital AOR. SBI MF had called for a pitch, which saw the participation of various agencies such as Media Turf, Media2win, etc., apart from Digital Direction. Our strategic thinking ability, domain knowledge and display of passion worked in our favour. We have already started work on this account and are seeing encouraging results from this engagement.”
“The team, headed by Sohail Khan, is making all attempts to ensure we leave no stone unturned to enhance the efficiencies for the client’s online communication investments. This win is also special to us for three other reasons – this is Digital Direction’s first pitch; SBI MF is a very important client of the Group; and we were pitted against other established players in the domain,” Yesudas further said.
Digital Direction, launched as a separate service from Media Direction, is nearly two months old and is involved in digital strategies of clients like VISA, Raymond, Sara Lee, Faber Castell, and Karur Vysya Bank, among others.
Sharing more on Digital Direction, Yesudas said, “We are making a deep commitment in creating an operation with scale and top-in-class service in the digital space. Our benchmarks are global. Certain discussions are already underway on technological partnerships. Manpower resources are being added too. We are aiming to have a staff strength of around 25 by March 2007.”