Rapport of IPG Mediabrands is one of India's most awarded agencies in 2019: Sanjeev Goyle
Goyle, CEO, Rural & OOH, IPG Mediabrands India, speaks about the agency’s growth over the years, its recent account wins and trends & challenges of the OOH industry
Sanjeev Goyle, CEO – IPG Mediabrands, who handles rural and OOH operations, has a tremendous amount of expertise in marketing. Entrusted with pan-India responsibility, Goyle comes with an impressive work portfolio, comprising work done both in rural and urban markets. His work on brand Mahindra Shaan has been taught as a case study on innovation in the Harvard MBA Programme. Under him, Rapport, IPG Mediabrand’s OOH arm, has done impactful work for big brands like Castrol CRB, Amazon and Gionee.
In conversation with e4m, Sanjeev Goyle speaks about the agency’s growth over the years and its recent account wins, and names the trends and challenges of the OOH industry.
Edited excerpts below
The growth of the agency
We have had double-digit growth in the last few years. We have tried staying ahead of the curve by bringing in the best of technology, strategic thinking and creative innovations in the out-of-home space. All these interventions have helped us grow and has also made us one of the most awarded OOH agencies in the country in 2019.
What sets your agency apart from other OOH agencies in terms of the solutions and offerings you provide brands?
We create trends and benchmarks in the industry through the work that we do for our clients. Integration with technology and a strategic understanding of the OOH domain sets us apart from others in building efficiencies internally and externally. A few technology initiatives that we have been taking are an industry first. For example, our suite of planning and monitoring tools.
What is a recent OOH campaign that you have worked on and the impact that it has created?
We do multiple campaigns in a year that have a significant impact on the business outcomes of our esteemed advertisers. We are the first OOH agency to win a place in the Guinness World Record.
Any new pitches, new clients acquired?
Some of the new business wins include Air Asia, HDFC, Larsen and Toubro Realty, ACC, Spotify, MG Motors and several others.
Which sector of brands are investing in OOH the most nowadays?
It is a mix of existing and new-age categories like Education, Real Estate, FMCG, E-commerce, OTT, Automotive, etc.
Any new creatives being conceptualised in the DOOH space?
We are in the process of exploring new different creatives for the DOOH space. We believe in test and learn philosophy. We are one of the biggest consumers of DOOH in India and have explored different strategic models of using DOOH, be it standalone or in conjunction with traditional OOH or mainline media.
How much media spends (approx in %) are allocated for a particular campaign?
The spends vary from category to category and are dependent on the set business outcome. For a few categories, OOH is one of the lead mediums and for a few others, it is part of the marketing and media mix.
Is your agency using any AI/ ML tools to help gauge the traction of the OOH ads you'll put out?
We use not only ML/AI but also cutting edge technology to gauge the impact of the campaigns.
How much has the economic slowdown hit the OOH Industry?
We have observed different impacts across markets and formats. Post-Diwali metro markets did observe a brief period of a lull but tier 2/3 markets sustained the momentum.
How was the festive season for OOH players?
During festive seasons, spends in OOH generally peak. This year also there was a peak but it was not as high as it was in the previous years.
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