Top Story

Home >> Advertising >> Article

Digital, sports marketing to be Innocean’s focus areas in 2010

Font Size   16
Digital, sports marketing to be Innocean’s focus areas in 2010

Innocean is looking forward to further consolidate its position in 2010. The total billings of the agency is claimed to have grown by 14 per cent in 2009. Innocean plans to have increased focus on sports marketing opportunities. Digital media, too, is an area of focus and the marketing weapon of choice for Innocean in the year ahead.

Speaking to exchange4media, Vivek Srivastava, Joint MD, Innocean, said, “In 2010, we are very focused on our endeavours. While implementing cutting edge organisational strategies, we will keep an eye on our costs, which will be an area of great scrutiny.”

He further said, “Our team in India has taken the onus being a creative powerhouse with a keen understanding of consumer motivation for high value acquisitions within the Innocean network. Our work will get visible and sharper, backed by a strong strategic backend.”

The agency recognises the emerging practices and challenges and is looking at keeping abreast of the consumer behaviour curves by investing in the right tools and research methodologies. According to Srivastava, “Employee training is pretty high up in the list of priorities at Innocean. Each employee will be compulsorily trained in the impact of digital technologies on the communication businesses. In terms of new divisions, we could be looking at an initiative focused on sports marketing opportunities, if we find enough opportunities to give traction to such an idea, as globally we have a fairly strong presence and practice in this area.”

He added, “The year 2009 began for us at Innocean Worldwide India like it did for all our counterparts in the ad industry – on a cautious note and a sense of unease. No one was sure where the markets would be headed in the short to medium term. However, our new business efforts and the aggressive marketing stance of our key client Hyundai held us in good stead. As the year drew to a close, we saw a sense of equilibrium and euphoria as we were on course with our targets. We acquired two new clients – Fena Detergents for their new range of personal care products and Beam Mobile Payment System. Our total billings grew by 14 per cent.”

Srivastava further said, “The year 2009 also saw Innocean Worldwide India consolidate its functional expertise by adding to its head-count. The agency strength stands at a 42 right now and is slated to inch to the 50-mark by April 2010.”

Saurabh Dasgupta, ECD, Innocean, added here, “From a creative standpoint we were able to implement new strategic processes leading to better consumer insights resulting in a better and persuasive creative output. The launch and follow up communication done by us for Hyundai i20, which has been rated amongst the most successful and game changing auto launches is a definite feather in our cap. Its positioning as an ‘Uber Cool’ car has struck the right chords with the Yuppies.”

On the media front, Innocean in partnership with Hyundai successfully carried out a global media review. According to B Sridhar, Group Director Media Services, Innocean, “The purpose of this review was to deploy the learning and best practices from across the world and entrust the mandate with a proactive and responsive network. From a set of very worthy names, our choice has been Havas Media, and we are ready to ride into 2010 with some breakthrough ideas.”

Wrapping up, Srivastava said, “Innocean has already launched its digital creative and media unit last year in India. We have stitched up alliances with some leading names to shorten the learning curve and come to speed in a very competitive and dynamic environment. We see at least 15-20 per cent of our revenue resulting from our digital initiative. And it’s not just the Indian market we will be serving, but Innocean India would become a hub for providing digital creative services to our offices around the world.”

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

Vaishali Verma of Initiative, part of the Interpublic Group’s media management network IPG Mediabrands, spoke about her transition to CEO, and her vision for the agency

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

The redesign process took nine months to conclude and was aided by brand consultancy Wolff Olins together with type foundry MCKL

A weekly roundup of all big stories that made headlines during the week