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Others Allied Media aims to increase transparency in media with third party audits

Allied Media aims to increase transparency in media with third party audits

Author | Jagadeesh Krishnamurthy | Friday, Apr 13,2007 9:17 AM

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Allied Media aims to increase transparency in media with third party audits

Post Percept takeover, Allied Media, which is a division of Percept Media, has not been in the news much. But as the promoters believe, the time has come for the agency to unleash its full potential in the industry. Allied Media Integrated Communications Pvt. Ltd, headed by Shripad Kulkarni as COO and Amit Ray as Director-Strategy, intends to surge ahead with a four-point agenda of transparency, agency alliances, consolidation, and true 360-degree communication.

The agency, under the Percept banner, will be availing the services of other media divisions under Percept Holdings to provide conventional media solutions, along with the other media services including out-of-home; below-the-line; activation; retail; rural and experiential marketing; entertainment marketing; new media; digital and interactive media; sports marketing; and sponsorships and endorsements; as also organising events.

Talking about the true 360-degree offering from the agency, Kulkarni believes that Percept is the only company to provide these offerings as they have all the resources and services available with themselves. He pointed out, “This is not the case with most other media companies which claim to offer a complete 360-degree offering, but realistically, many outsource services like the Internet, digital and OOH to various specialised agencies, including to Percept.”

Speaking on the other key focus areas for the agency, Ray stressed that transparency is a major issue in the industry and Allied Media would do its best to bring in as much transparency as possible. He also said that the agency assures that media buying and execution benchmarks/metrics will be mutually agreed between Allied Media and its clients beforehand.

Commenting on the process, Kulkarni added, “Post-campaign audits will be tracked by one among the big four audit firms to confirm adherence to the agreed benchmarks and metrics, ensuring true transparency in the media buying process. Moreover, we will even allow our clients to audit the reports to ensure that there are no discrepancies in the processes.”

“Divulging that quite a few full-service agencies are already in the process of tying up with us for media services, we intend to grow more in the coming months and years,” Ray commented. He also pointed out that with Percept, even with its three diverse and competing creative agencies, there aren’t any conflicts while offering media solutions.

Similarly, he stressed that there will be no conflicts among the different agencies, “as there will be independent teams working for them to resolve any chances of the same”.

Allied Media intends to have a dedicated 23-city intranet network, which will facilitate centralised planning and buying at a localised level, and also provide micro-marketing infrastructure. This, the agency notes, will ensure reduced national and regional response time, apart from increased speed and efficiency for clients.

Percept Media, under which Allied media comes in, also has Percept Out-of-Home, PDM, Media House, Media Agency Middle East, P9 Integrated, the planned New Tech Media offering, and Tiger Sports Marketing.

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