In a bid to optimise the efficacy of their media plans, leading advertising agencies like FCB Ulka Advertising, Mudra Communications and Grey Worldwide are now developing media tools and research properties to offer value-added services to their clients.
The media-buying division of FCB-Ulka Advertising Ltd. has developed the Lodestar Matrix, a tool to optimise the efficacy of press planning by making ads more noticeable. With this tool, the agency has be able to make the campaigns noticeable by a margin of 50 to 60 per cent.
The company has conducted the study with a sample of 5,000 ads. The study was carried out by Lab Centre, Lodestar’s in-house research cell. The study was an attempt to gauge the effectiveness of press ads and the result showed that the colour ads are 80 per cent more noticeable. At present, Lodestar handles the media accounts of Mercedes Benz, Castrol, Ceat, Amul and Duncan, among others.
Recognising the vital role played by media innovations, yet another leading advertising agency, Mudra Communications Ltd., has launched an independent and specialised media division called ‘Optimum Media Solutions’ (OMS). Mudra is currently in talks with a leading international media company for a joint venture in India.
The agency has set itself an ambitious target of Rs 400 crore of AOR business by the end of fiscal 2001-02. Some of the key AOR clients are: Grasim, Madura Garments, Nutrine, Samsung, and Satyam Infoway.
MediaCom, the media division of Grey Worldwide is in the process of developing a tool—MagAppeal—to help the agency place press advertisements for effective display.
MediaCom has recently rolled out—TeleAppeal—a television- based tool to gauge the effectiveness of TVCs. The agency currently handles media accounts, which include Sony TV and Johnson & Johnson, among others.