Leo Burnett India launches short-term thinking model 0-3-6

Dheeraj Sinha, MD of Leo Burnett India, signalled the importance of a sense of action orientation to sail smoothly through the rocky road ahead

e4m by Misbaah Mansuri
Updated: Apr 17, 2020 11:50 AM
Leo Burnett's 0-3-6

The Coronavirus outbreak seems to have reinforced the importance of taking short-term action for long-term growth. Keeping the relevance of that in mind, Publicis-owned- Leo Burnett launched 0-3-6, a short- term thinking model for clients designed to help brands and businesses navigate the immediate (0), the next three months and after-six-month scenarios. “The biggest question in all our minds at this point in time is – how do we navigate our brand, business and people through these unprecedented times. To help us navigate this context strategically we are introducing a new thinking model designed for action in the short-term,” Dheeraj Sinha, MD, Leo Burnett India, shared in conversation with exchange4media.

Dheeraj Sinha, MD of Leo Burnett India

Sinha pointed out that classically, brand and business planning systems are set up for the long term and so we undermine the importance of short-time thinking. “We obsess about our north star and long-term positioning. The short term is often a deduction of the long term strategy or left to tactical initiatives. Often, short-term-thinking is seen as detrimental and looked down upon,” he remarked.

The 0-3-6 model builds on the core equities of the brand and the business matches them to the cultural fuels of these times and helps come up with the conversation platform for the brand and the pivots for the business. “Plan 0-3-6 is a case for thinking about our short term as strategically as we think about our long term,” Sinha shared. He added, “It's impossible for anyone to accurately predict the outcomes of this scenario, it’s critical that we use all our past learning and our collective brain trust to navigate this situation strategically.”

Furthermore, he pointed out that the ongoing COVID 19 situation has led to consumer behaviours changing dramatically with safety and finance becoming important conversations for them. “Brands should look at how they can be a part of these discourses as they will be aspects to watch out for even after the dust around the pandemic settles down. It’s about how do we pivot our business offering, keeping pace with the changing consumer requirements and interests? Our offering will delve around that,” Sinha asserted.

He said, “In today’s times, it’s not just about running a big TV campaign but also about what we do on-ground that matters.” On lines of social distancing, the agency did an online initiative for HDFC Bank marking the right distance where people should be standing as a precautionary measure to the Coronavirus outbreak.

In the current times where agencies are adapting to remote working, Sinha contended that it’s of the essence for agency leaders to be able to manage the energy of the organisation. “We have over 450 people working from remote places. To navigate this scenario, we ensure their engagement levels are constantly up, that they are together despite being away and are constantly reinventing on how to make our clients successful. So important is to be able to channelise their energy,” he explained.

Sinha signalled the importance of a sense of action orientation to sail smoothly through the rocky road ahead. “If you are not keeping an eye on your revenue, you will get dented,” he asserted.

Moreover, he stated that it’s imperative for leaders to give their teams a sense of direction in such times engulfed by uncertainty. “With the depressing news coming out each day, it can get too lost and hence it's very easy for employees to feel lost. So we ensure that we equip them with platforms to make working easier. It’s essential to give them a sense of involvement and transparency. We are deriving strategies for clients together and making employees a part of what’s going on to dial-up their creativity and enthusiasm in such times,” Sinha expounded.

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