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Solutions | Digitas and Starcom IP to have tighter collaboration

07-April-2009
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Solutions | Digitas and Starcom IP to have tighter collaboration

While the world is reeling under the current economic crisis, India has managed to weather the crunch much better, even eyeing a GDP growth of 6 percent. This has made India one of the favoured destinations for global business players. For Starcom MediaVest Group (SMG), too, India is a key growth market, along with China, Brazil, the Middle East and Russia.

In an exclusive interview with exchange4media, Pushkar Sane, Chief Digital Officer, North and South Asia, Starcom MediaVest Group spoke about a deeper collaboration between Solutions | Digitas and Starcom IP in the coming months as the two come under the VivaKi umbrella. He also discussed about the three areas of focus in their India plans – how they work in VivaKi with different partner agencies, how to bring some of these tools and platforms in India faster than the market, and roping in more talents.

Sane said, “Going forward, you will see much closer working of Starcom IP and Solutions | Digitas as both come under the VivaKi umbrella and there will be much tighter collaboration. Solutions | Digitas has fantastic capabilities in the areas of performance marketing, data driven, CRM, creatives and technology platforms, while we are on the consumer insights strategy and planning buying part of it. Therefore, both teams coming together, working together and going to the market together can be done seamlessly. Thus, our ability to provide an end-to-end solution to the client has just got further enhanced because both companies are aligned closely together.”

He further said, “Secondly, on VivaKi creating tools and infrastructure and technology, we will be bringing a whole lot of those tools in terms of search, in the area of social media, in terms of audiences and behavioural targeting over the next few months, and finally, it’s the talent, we will have more senior talent flowing in Starcom IP in terms of digital, so, you will see significant capability shift as far as talent is concerned in India.”

On where India stands in Starcom India’s overall operations, Sean Finnegan, President, Chief Digital Officer, Starcom MediaVest Group, said, “India is one of our focus markets among our emerging markets and we are completely focused on growing the dedication to digital and India as an emerging market is the beneficiary of our global network consisting of mature market as well.”

“India has huge potential in terms of growth and in terms of web allocations, too, it has immense opportunity to capitalise on mobile growth. Although mobile population in India is small – around 300 million – it has rich media capability, but, if we can devise away to effectively communicate to the masses through mobile means, India has an opportunity to as an advertising vehicle in the mobile space do very well,” Finnegan pointed out.

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