specialist Media Direction, a division of RK Swamy/BBDO, has been appointed AOR (agency of record) for Jindal Industries, which manufactures state-of-the-art steel pipes for use in water transportation, oil and gas transportation, in the chemical industry, etc. The size of this account, which was up for review three weeks ago, is estimated to be Rs 6 crore. Contract is the creative agency on the account.
The brief of this first-time mass advertiser was to reach out to the end consumer and address the issues of corrosion and leakage. "Jindal Industries plans to roll out an innovative product soon in the market, targeted at the end consumers, and we will craft a media strategy for this," says S Yesudas, chief operating officer, Media Direction. This will require the agency to come up with 360-degree media solutions in which online, on-ground and outdoor are expected to play a major role.
A key reason that worked in favour of Media Direction was the four-step process it initiated last year. Interestingly, the process links a percentage of agency remuneration directly to the ROI (return on investment) generated by its 360-degree media plan.
The process begins from a hypothesis on the brand, business, potential and market, competition, future goal and validates the hypothesis through secondary information or research. In the second step, a strategic framework spots the optimum touch points, followed by the execution of the plan in the market. In the final process, the agency reports back to its client on whether the communication objective has been met. Yesudas claims that many of the agency's clients are paying a premium for this benefit.
In the last seven months or so, the agency has notched up its client list with names such as Telecom major BSNL, RICOH Office Automation, Pedigree, Skyline Construction, Godfrey Phillips, which amount for a combined media spend of Rs 180 crore.
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