Balasubramanium V (Balu), who is heading knowledge management at Reliance ADAG has joined hands with Manoj Tadepalli, General Manager - International, Tanishq at Titan Industries Ltd, to launch their own consultancy for marketing effectiveness, called RainMan Consulting. The company will be based in Bangalore and will be launched some time in the first week of September.
Confirming the development, Balu said, “Our focus will be first to evangelise marketing effectiveness, be it in targeting, accountability or any other area falling under this. We will co-create, implement, manage and monitor with the clients for this. The second aspect will be to evangelise this space by taking the education route through partnership with educational institutes. The idea is to impart knowledge on the implementation and science of marketing effectiveness.”
He further said, “The genesis of this idea comes from the fact that marketing effectiveness is a big concern for many marketers. There is a need to put in systems like score card and quantify returns, which can help them measure marketing effectiveness. The focus is on using own products and frameworks. We co-create marketing effectiveness framework for clients, and partner with them in managing and monitoring its implementation.”
Balu was earlier the Global CEO of Meritus, the data analytics firm of WPP Group. He has earlier worked with JWT in media planning, both in Mumbai and Bangalore. Later, he moved to Ogilvy, where he was responsible for strategic media planning nationally. He had played a key role as part of the core team that formed GroupM as well as in the implementation of ATG (Advanced Techniques Group). He had also done a stint in China, where he had set up the ATG. He has also worked with Mudra.