Top Story


Home >> Media - Others >> Article

ACNielsen–ORG integrates services to bring in Total Client Management

Font Size   16
ACNielsen–ORG integrates services to bring in Total Client Management

Following a change in the leadership at ACNielsen ORG-Marg and Partha Rakshit assuming duties as Managing Director, the market survey and information group is now bringing in change in its business structure. The agency is breaking the historical wall segregating the retail and the customised segments and has brought in place the concept of Total Client Management (TCM). With this, the retail and customised units will service clients together.

Traditionally, these divisions have always operated as silos. Sharing more, Rakshit says, “We have a separate retail and a separate customised research team, who visit the client separately. There is no communication between the two. I think this is where we can leverage our expertise.”

For Rakshit, integrating the synergies of the retail and customised segments of ACNielsen has been a priority from the day one. “I believe we under-utilised the synergies of these two divisions. I have shared this idea with various clients and they have been very positive about having one team, which services them as a unit than two separate ones,” he points out.

Commenting on the reason of the separate functions so far, he says, “There is no particular reason or objective behind this. It has come down traditionally. Earlier, retail was ORG and customised wing was MARG – with the two operating on different philosophies. Even after the merger, the barriers were not broken.”

While giving reasons for integration of the two units, Rakshit asserts, “Client benefits. Customised research takes care of specific problems. If this has retail data to back it up, I can see many valuable insights that we can give to clients. We recently had a meeting for all our senior leaders and they are all very happy with this approach.”

“We’re aiming to implement TCM by next month. We will start with a few clients and take it forward from there,” Rakshit shares, “Since this is our core businesses working together with the same people at the helm of affairs, there would be no specific head of TCM.”

For every client, presently there is a retail head and a customised head. In the new structure, these heads would service the client as a team. In this duo, depending on the seniority of the people involved, one would take the TCM mantle. The team with a retail head would report to Sujit Das Munshi, who heads the Retail function. And the team with a customised head would report into Sarang Panchal, who heads Customised Research.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...