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We are aiming for a digital revenue growth of 115% this year: Mamatha Morvankar

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We are aiming for a digital revenue growth of 115% this year: Mamatha Morvankar

Mamatha Morvankar, Managing Director – West, OMD India, speaks about the agency’s new business wins in 2015 which indicated a record growth of 200% in digital over 2014, revenue targets for 2016, OMD’s investment on tools and talent to further strengthen digital growth and more ……

A few Excerpts

What has been the digital growth for the agency in terms of business wins?

We have won substantial new business in 2015 with a record growth of 200% in digital over 2014.

How much have clients increased their ad spends on digital over the last two years?

OMD has shown strong growth in overall digital billings YOY. While 2014 grew by 57%, 2015 saw a growth of 79%. This growth can be attributed to new clients and existing clients increasing their digital investments. 

What are your revenue targets for this year?

We are projecting a digital revenue growth of 115% this year.

What is the kind of investment the agency is making on digital in terms of talent and tools?

Our ambition is to be a media agnostic agency ahead of the curve. This means that we have offline and online planning capabilities across all our planning teams. We have already taken steps in this direction by giving our offline planners the flexibility to move into online planning and buying and ensuring that all planners are trained across the various digital platforms. This training includes internal training and training organised by our partners at regular intervals. On the other hand, the online planners are also being exposed to TV planning in an attempt to make video planning seamless across screens.

Besides this, we are actively involved and partnering with Google & Facebook at both regional and local levels to build case studies with them using existing and third party research.

From a talent perspective we have strong digital leadership in Amit Duggal, Majid Khan and Lynette Dsouza, who lead the digital teams across our geographies and Sam Thomas (Resolution), Amit Lall (Airwave), Anil Pandit (Accuen), etc driving our SBUs. Our digital planners Sana Inamdar, Sonam Singh, Alisha, Aparajita and Sandesh have featured among the Top 50 digital planners of India.

What are your key focus areas?

OMD has built capabilities across all the digital functions including Annalect (data, technology and analytics), Resolution (Search and Social), Airwave (mobile solutions; both creative and media) and Accuen (programmatic).

Across 2014-2015 we invested in these capabilities; 2016 will see them grow in strength. These capabilities are being offered across clients depending on their requirements. We are also looking at a seamless integration between the offline and online teams to make our media plans work far more effectively. 2015 also saw us deliver out of box mobile solutions across key clients including Ferrero, J&J and Renault, and have won us recognition at industry awards (Mobbys, etc).These innovations include creating a Kinder station story on Mobile for KinderJoy; a helpline to address women hygiene problems on Mobile for Stayfree and an app for the Renault Kwid launch.

Besides, the Digital planning teams have been constantly pushing the boundaries across platforms. Some of the industry firsts are – using ‘Dubsmash videos’ for a brand; contextual dynamic banner around cricket, creating apps and video on Instagram.

What are the challenges you face when it comes to talent?

Digital is fast evolving and changing with new options and opportunities emerging constantly. Recruiting, motivating and retaining talent is an industry challenge. But we see a great opportunity here by making our offline planners (especially the millennials) digitally savvy and getting them future ready. We have seen a successful transition of our offline planners into the digital space and they are now adding new dimensions in process, planning, buying and executions.

What are the challenges that clients face today whilst investing on the digital medium?

Clients today are very receptive and are willing to try out opportunities that are available. Video, Digital only content, Social and search are integral to most digital plans. Digital activity supporting TV campaigns has seen strong results across clients. Digital Day- a full day orientation program across key digital partners helps us and our clients optimise spends on this medium.

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