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Media Direction launches Digital Direction as its digital media arm

By , agencyfaqs! | In Media Planning & Buying | July 11, 2006
Digital Direction will offer services such as the development of digital media strategies, integration of offline and online media, audience tracking on online media, initiatives for online customer dialogues, planning and buying and also creation of online media properties


Media Direction, the & #BANNER1 & # media buying arm of RK Swamy/BBDO, has launched its digital media arm, called Digital Direction, to provide its clients with a 360-degree touch-point with their consumers.

Digital Direction will offer services such as the development of digital media strategies, integration of offline and online media, audience tracking on online media, initiatives for online customer dialogues, planning and buying and also the creation of online media properties.

Sohail Khan will head Digital Direction as its general manager. His mandate will be to create a complete digital experience for clients, which will deliver return on investment and be at the cutting edge of the technology of this new medium. Prior to joining Digital Direction, Khan worked as manager, key projects, with Tribal DDB. Some of the clients he has worked with include Reliance, Air-India and LIC.

Khan says, "Digital Direction is providing a much larger campus to plan all the stages of a campaign in a digital medium. It is a much bigger responsibility and very challenging."

Commenting on the development, S Yesudas, chief operating officer, Media Direction, says, "Unlike the traditional advertising media, such as TV commercials, with a 30-second time slot or a print advertisement with a specified print layout, the digital medium has the challenge of a limited time span of three seconds. Therefore, to grab the consumer's attention, it becomes very crucial to explore his likes and dislikes and then choose the right gateway through permission driven marketing, instead of persuasion driven methods. Emphasising on 'return on investment', we will operate with a conscious effort to deliver the best value to the client in return."

Srinivasan Swamy, chief executive officer, RKSwamy/BBDO, says, "We aim to make a difference in the digital space with global benchmarks. We have considered the digital space for some time now and we are looking forward to deeper commitments with respect to the scale of operations and top-in-class service."

Media Direction's current clients include Visa, Birla SunLife, Mercedes-Benz, Raymond, Sara Lee, Videocon, Ministry of Tourism, State Bank of India and Hawkins.

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