After pocketing digital duties for Renault’s entry in India and setting up office in Chennai, Digital Law & Kenneth is aiming to double its growth rate in the months to come and also plans to expand its network in Kolkata.
In an exclusive conversation with exchange4media, Anil Nair, CEO and Managing Partner, divulges the agency’s plans in the pipeline and how the digital space has evolved over the years.
On the growth of business over the last five years, Nair said, “The growth for digital has been stupendous, more in value terms rather than volume. And the environment and various other factors like regulation, country demographics have all contributed to the impetus in the digital communication/marketing business.”
He further said, “I see a very healthy double growth in the coming years, but I see this peaking only after a couple of years in India at least. For us at Digital Law & Kenneth, mobile, content and social media will be the drivers for growth. We are already present in Delhi and will be expanding to Kolkata and Chennai, as we speak, in the next few months to map the needs of some of our big clients there.”
Nair added that Digital Law & Kenneth had noticed the importance of the digital medium quite early. “Our company was amongst the first to realise life beyond the 30-second TVC. The ‘idiot box’ paradigm is no longer relevant. Communication has become two-way, intelligent and immediate. And we at Law & Kenneth are mirroring the changing consumer expectations and lifestyles by creating fresh new communication avenues, contexts and opportunities,” he said.
Since the digital industry has evolved, the advertisers now understand the inevitable existence and penetration of the medium. When asked how difficult it was to make them understand the essentiality of digital as compared to present times, Nair replied, “Clients today are younger and much more perceptive and reactive. The honest truth is that they have woken up faster to the digital opportunity than the agency fraternity. And soon they could be ahead on the learning curve. But overall, this time around, the clients have much more belief in the medium, though it’s still early.”
Key people in the system include Karan Gupta, who heads Media, Technology and Growth; Allwyn D’Souza, who heads Client Services and New Business; Suhail is Head of Knowledge and Digital Planning; while Noel Braganza and Jay drive the creative excellence.
When asked what an award meant to the agency, Nair replied, “It means a lot in this medium, but for us at Digital law & Kenneth, true reward is sheer numbers and the buzz and the interactions that any of our programmes manages to create in the marketplace. This can’t be faked. And it does not need the approval of a panel of judges at an awards show.”
Digital Law & Kenneth is confident of its newly-created Parle Corporate Web Strategy becoming one of the most interactive corporate web presences in contemporary times. According to Nair, another exciting project by the agency was a complete revamp of the Lodha digital assets, which had created a renewed business interest in this medium for Lodha in keeping with its premium tag while capturing rich consumer information, and intelligence.
On the future of digital and agency’s vision, Nair said, “We at Digital Law & Kenneth believe that the future of digital is the future of living. There is going to be no other way. It’s the future of convenience, choice and harnessing information and knowledge.”
“‘Agency’ as we know it today is a bad word going into the future. It’s all the things that this medium is not. The vision is not to be an agency, but to evolve into a consumer engagement company. Creating a sense of partnership between brands and consumers,” he concluded.