After seeing change of guard with the appointment of a new President in Anupriya Acharya in February 2005, The Media Edge has changed its organisational structure. The appointment of Mahima Bhanukumar as the Bangalore Head of the agency has completed the missing links of the new structure. Acharya delves more on the change and the rationale behind it.
Acharya explained that when the agency was taking stock of state-of-affairs in March this year, a clear factor that came across was the different categories that the agency was handling through its client portfolio.
“To help our clients grow their businesses we would like to provide them with media neutral solutions that are customised to their business needs,” expressed Acharya. And this is the stemming of the need for an organisational structure where experts of the category where assigned related brands.
“To service our clients’ requirements in a better way, we have moved away from the traditional planning and buying structure that characterises many media agencies,” said Acharya.
The agency induced a flat structure where business groups where created for specific clients and a separate buying unit was made with Divya Radhakrishnan heading it. Even as the buying function is centralised with this unit, every business group has its own buyer as well.
“Our structure comprises business units that service the client’s business and hence, are the expert on the category and the consumer. A typical team has a battery of strategic and implementation executives, supported by operations executives. The team’s focus is always the client’s business and they are also the single point contact,” explained Acharya.
Another need the agency identified was that of a strategy planning group. “While most premiere agencies have tools and techniques, identifying and applying the relevant tool or new media learnings or development of these is actually the most critical,” said Acharya.
“The thumbnail anywhere is planning-led solutions, but you have to be in the know of what the picture outside is like, what international trends are and other such variables that can effect the client and his growth. So, we realised that we needed something to address these needs and brought in the strategy planning cell.”
Subsequently, Sushma Jhaveri was identified as the head of this unit. The Strategy Planning division works very closely with the business groups.
The agency had appointed Shan Jain as its Delhi Head some time back, and now has added Mahima Bhanukumar as the Bangalore Head. “What we had done was crystallise what the structure would look like and then filled in the missing links. With Mahima’s appointment, the structure is complete,” pointed out Acharya.
He, however, isn’t in a hurry to make promises of what the new structure will deliver, “We needed to sort out our strengths and weaknesses and on the basis of that take a call on what was the way forward. After the structure is in place and people have settled in their roles, we are ready to take the next step. Some of the initial objectives are achieved. The attrition rate, which was a problem some time back, is at an all time low. There are many people who had quit earlier in the year and have come back to us. In all, the mood is uplifted and we are better prepared now.”
The Media Edge had seen its share of problems last year, especially in the people segment, when senior officials decided to move on from the agency. The teams look more stable now and hence, the next step sure raises interest.
Some of the clients of the agency include Colgate, Parle, LIC, IOCL, Citibank, Heinz, Elder Pharmaceuticals, Arvind Brands (Arrow, Wrangler, Lee, etc), Taj Hotels, DHL, and Tata Motors.