Media Direction, the
media buying arm of RK Swamy/BBDO, in line with its future plans, has given a face lift to its corporate identity in terms of both look and strategic function.
Theoretically, media delivery can be measured in the form of reach, cost and numbers. But it is of considerable help to know how far the media tool has been successful in creating brand awareness that will help the consumer and the client in actual terms. According to S Yesudas, its chief operating officer, Media Direction has created certain methods that judge the accuracy of the whole process very precisely.
Media Direction's current identity, which was created in 1995, the year of its inception, was symbolised by the group symbol, 'Hans', with the company's house colour. It focused more on delivering a communication model that was simple and spoke to the consumer in a straightforward manner.
But today, according to Yesudas, the markets have changed drastically and the scenario is much more complex and diversified. Therefore, it is imperative to have a vigilant eye and reach out to all the facets of the ever-changing media landscape. He says, "It is very important to focus on Return on Investment (ROI) to justify the quality and quantity of media deliverables. It has also become essential to rationalise the impact of reach frequency numbers on the brand's marketing objectives."
The new logo for the company blends shades of deep blue to signify stability and trust and orange to indicate freshness and energy in thinking and ideation. It also fuses the letter 'O' to symbolise a vigilant eye with a directional tool around it.
Elaborating on the new strategy and vision of the company, Yesudas says, "We have introduced a new process in our organisation called the 'Foster Process'."
The process centres on four important aspects, namely, 'validate', 'relate', 'perform' and 'testify'.
'Validation' is all about getting a hypothesis on the market scenario from the consumers in the initial stage. 'Relation' narrates the strategy to be used for media delivery. 'Performance' checks how the plan has actually fared in the market. 'Testification' is the proof of meeting the desired objective beyond media delivery, Yesudas explains.
He continues, "We are also aligning our employees internally with our newly formed vision, which comprises three cornerstones of the strategic plan, understanding client needs in depth, providing an environment in which professionals can thrive and grow and achieving leadership in the industry."
Currently, Media Direction is targeting a growth of 75 per cent in 2007. It will expand its client portfolio aggressively and diversify its team of employees to 120 from the current 69. Some of its existing clients include Visa, Birla SunLife, Mercedes-Benz, Raymond, Sara Lee, Videocon, Ministry of Tourism, the State Bank of India Group and Hawkins.
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