Bennett, Coleman and Company Ltd (BCCL) has implemented a key change in its Response division, which is tasked with the sales function for the media major. The new structure reflects ground reality of buying becoming ‘national’ in nature, explained Arunabh Das Sharma, President, BCCL.
Also, as part of BCCL's endeavours to further strengthen sales, the company has created a new role of Director – Customer Engagement. The mandate of this role has been handed over to Anita Nayyar. Nayyar comes from Havas Media. One of the key functions of the role is to interface with agencies. Sharma said, “Agencies are a very important component of what we do and with Anita’s appointment, we would be able to give this section, its due attention.”
He informed that Nayyar’s role will also include an element of training, to instil data led selling in the BCCL sales officials. Nayyar is expected to join the company later this month.
Prior to the restructure of the overall division, Response was divided regionally with specific heads for North, South, East and West regions. All resources connected with the agency at the regional level. Increasingly however advertisers and agencies are looking at more value and one way to achieve this is to centralise buying.
Sharma observed, “The only reason why clients will want to speak us is if we add value. The day of the generalist, as we knew it, is over and the new age seller has evolved to someone who understands the client’s business and can give them that confidence.”
The new structure will attempt to focus on creating category heads that are specialists in the particular space, and are focussed on the category dynamics, business and other specifics. “In the age of specialisation, it is important that our people, who truly understand BCCL’s culture and offerings, also specialise and understand the business so they can have meaningful conversations. That is the intersection we are looking for.”
BCCL client roster includes around 1,50,000 companies. These are divided into 22 verticals, which are now serviced at a national level. The verticals are created on the basis of industries that have similar buying patterns.