Bennett, Coleman & Co. Ltd (BCCL) has started a separate marketing division, Integrated Marketing Solutions Group (IMSG), which will offer integrated media solutions to clients by leveraging the company’s presence across its various media properties like print, radio, television, Medianet, Times Music, 8888, 360 Degrees and Planet M.
Upen Rai, Business Head, IMSG, said, “As the name suggests, it is about integrating and adding value to a client’s spends across mediums within BCCL. This would include all or any of our seven to eight properties that comprise the core group of BCCL. There are many clients, among them medium and large spenders, who are looking for a one-stop solution in terms of media. Sometimes the client might not want only a particular media but would want to enhance the value of the campaign through the entire gambit of media available with us. In that case, we can bundle it in a way that it enhances the brand value proposition for him.”
Rai further explained that certain media like Zoom are still in a nascent stage, but “when the client is exposed to the brand, depending on the delivery they get, they will buy”. He added, “It is a well thought out, workable process so long there is no value depletion in terms of any existing media getting short-changed. We are a one-stop shop to provide solutions for all media needs, as long as it is not a specific task on hand like a brand launch in which case it will be obviously continue as a thematic campaign as in the past. In that case, we will add value if you were to ask for a media requirement.”
Some would argue there is nothing new in this entire procedure as leveraging their various media brands to the maximum to rope in clients is an art BCCL has fine-tuned for years now. IMSG simply puts a name and a face to the whole procedure. Said Rai, “That is the reason we have set up this division. Everyone is doing their own thing in any case. We asked ourselves, why not bring some method to the madness? The process has begun and clients are already talking about it.”
Rai will be reporting to Managing Director Vineet Jain directly on IMSG matters. At the same time, his responsibilities as Vice- President, Marketing and Sales, at Indiatimes will continue. His responsibilities at IMSG would entail looking after the entire profitability of operations, manpower, logistics, client servicing and also deliveries as promised. IMSG is rumoured to be a project close to Jain’s heart. The coming months will show whether the venture pays off for BCCL.