Brand Power, Zoot Review, 606 Product Networker and Medifacts – over the last 22 years, Buchanan Group has developed an advertising process that relies on ‘back-to-basics’ format.
Every day, Buchanan information media products can be seen in 40 countries, diverse as Australia, the USA, Canada, United Kingdom, Spain, Poland, New Zealand, South Africa, Brazil, Malaysia, Thailand, the Philippines, India and Saudi Arabia. Buchanan Group work with globe’s leading CPG & OTC Healthcare manufacturers.
Their Indian operations started in August 2007, with office based out of Mumbai. Till date, they have produced more than 55 TVCs for leading clients like Hindustan Unilever, Johnsons & Johnson, Cadbury, Glaxo Smithkline, PepsiCo, Kimberley, Marico, Paras Pharma, CavinKare, Godrej Consumer, Jyothy Laboratories and Capital Foods.
In a conversation with exchange4media Tim Buchanan, Director, Buchanan Group and Sanjeev Singhai, Head of Operations, Indian Sub-Continent share their thoughts on the journey so far.
On his latest visit to India, Tim Buchanan said, “It’s been three and a half years since I last visited India, the operations here are quite important to us since the business for us here has grown considerably; there is a lot of success in the market space here. We have got a brand new office with some new people joining and we are looking at expanding further on our existing platforms.”
He further said, “We are very pleased with the progress in India so far Infact the progress has exceeded our expectations. When we compare country on country since our organization works in all major countries across the globe, we are at par with the activities in the US.”
Speaking about the companies India operations, Sanjeev Singhai said, “The Indian operation has been a demonstration for the rest of our businesses around globe. We are working with brands like Paras Pharma, Jyoti Laboratories, Johnson&Jhonson, PepsiCo, Cadbury, ITC etc. we are working with MNC clients and FMGC clients as well. With all these clients we were able to deliver what we were expected to. The primary reason for a client liking us and wanting to work with us is the value proposition we offer to them.”
“At various stage of brand progression, brand teams have different needs to take their brand and sales to next level and keep consolidating their market shares. Many a times, our clients contact us saying that consumers research finding outlines a specific need in communication. We understood their need and designed our formats to suit such need of our clients. For example, if client wants to deliver news and want to layer brand messaging with multiple product benefits, in such case they can use Brand Power or Medifacts format. But if brand team feels that brand is falling short of an expert opinion or needs celebrity endorsement, in such case Zoot Review route is apt for them,” he added.
“Similarly, 606 Product Networker allows our clients to present a strong Consumer Testimonial route. So, while using the credibility of 3rd party endorsement, our different formats yet meets the brand objectives in the clients communication strategy and sit well in their communication plan and goes along with their thematic campaign. Its like build the hype with thematic campaign and harvest the same using credibility of 3rd party formats of our Group,” Singhai further said.
Expectations from 2011
Buchanan added here, “The whole Buchanan group is looking at continuing to grow across the globe and continuing introduction across new markets. Like any other business we are looking at growing our client base which ensures bottom line of performance. We will move to the digital area as well.”
“We are very proud that our business has now grown in Pakistan, we will continue that. We are also looking at the other opportunities like Bangladesh and Sri Lanka. Our head office for Asia sub continent stays in India,” he added.
Buchanan continued, “It’s a part of our strategy and culture that we will continue sitting below the radar. Our focus is on delivering sales results for our clients. We are not pretentious and we believe that we can build success on our client’s success. We believe that consumers are always looking out for value proposition. Since our processes are branded so they have a cumulative effect. At the end of the day it’s the relationship we have with our clients. We are all about strong relationships with our clients and providing them with competitive advantage and results.”