Allied Media is quite bullish about the coming year, with its COO, Shripad Kulkarni, stating, “We are targeting growth upwards of Rs 1,500 crore next year. We expect to close the current financial year at Rs 1,000 crore in March-April 2010.”
Kulkarni further said, “We started off FY09-10 with a bang, where we bagged BSNL, Future Group and Panasonic. We added business worth Rs 400 crore in one stroke. Last year, we broke even. We want to double our business in 18 months with a solid team, processes and system.”
“We have hired Suresh Shah as Investment Director and Preeti Mascarenhas as Chief Strategy to clearly set up solid processes,” he added.
He further informed, “In our endeavour to offer holistic and integrated 360 degree media solutions to our clients, we recently launched a process and model – Engagement Planning Process (EPP), a systematic model panning across the classical ATL and BTL mediums. This model will cover channels in print, TV, cinema, radio, online, mobile captive, OOH , PR, events, alliances, ground promotions, marketing, direct mail and will cut across brand connect, buzz and consumer activation. Right now, this tool is only being used only by Allied Media. We are going to formally launch this tool for the industry next year, along with the two new media tools.”
“With this EPP model, we aim to address various stages of planning in the communication process through a suite of tools like Market Place, which gives an overview of the dynamic market, and Brand Map, which shows the current and future roadmap for the brand. The Media Map tool helps in creating three dimensional models in search for communication platforms, while Evaluation Matrix helps in engagement rating point,” Kulkarni added.