“We want digital to be at the heart of Leo Burnett”
Arvind Sharma, Chairman & CEO, Leo Burnett India explains that Indigo takeover is one part of a larger plan, where the agency wants digital at the core of its offer
Leo Burnett India has chalked out a plan for the next two years that will bring digital at the centre of everything it offers. Giving a context to the scenario, Arvind Sharma, Chairman and CEO, Leo Burnett, India subcontinent explained that even as the anticipation around the digital domain in India has been high for a while, advertisers were still not spending enough. Today, there is compelling evidence that the digital market in India is comparable to a market such as the United Kingdom. As this point begins to sink in further, advertisers will start investing significant money and in two years, all agencies will have to transform to bring digital at the core of their service.
There is a significant amount of convergence already with print advertising using QR codes or TV advertising with social media embedded and soon this will become a part of mainstream advertising. The idea is to build capabilities that can deliver on this demand.
“At Leo Burnett, we work on HumanKind brands in an integrated fashion and look for ideas that travel across all contact points. It was important for us to make an acquisition of the scale of Indigo Consulting to make us stronger in our digital offer. In the short run, we will ensure that Indigo's loyal set of clients are serviced even better with human behaviour understanding and insights,” said Sharma.
The four phase plan
Leo Burnett has drawn up a four-phased plan that will assist the agency in its digital ambition. The first stage that will be completed in the next few weeks is co-location. Indigo will move in the Leo Burnett facility in Mumbai.
The company has already begun the process but in the next one year, there would be a period of intense exchange of expertise, knowledge and perspective. Leo Burnett will invest time on its agency staff to equip them with knowledge on the digital domain and to find ways of integrating digital in the work that the agency is doing.
This would be followed by a more intense integration in the next 18 months.
By the fourth phase, Leo Burnett India intends to contribute to brands in the region and globally. “India is the source of many technology driven things for the world. In Indigo, we have the capability to contribute to brands beyond just India so we would look to take Indigo’s skills across regional and global brands,” stated Sharma.
Indigo brings scale to Leo Burnett’s digital ambition
Leo Burnett also has Arc Digital, which works for a host of advertisers including P&G, McDonald’s, Delhi Daredevils, HPCL and Piramal Healthcare amongst others. “While this helped us in meeting client needs today, it did not give us the scale we wanted. With Indigo, we have added skills of quality and scale. The kind of work that Indigo has been doing is stellar and we look to build on this further,” explained Sharma.
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