141 Sercon, the
below-the-line creative agency of Bates Asia resulting from the merger of 141 Worldwide and Sercon, has announced the inception of its digital marketing division, 1010. The agency will be headquartered in New Delhi and will be the hub for all of Asia. The digital evangelist for 1010 is Ajit Narayan, who is also head, strategic planning, Asia. The creative duties will be headed by Rajiv R Menon, who is national creative director.
1010 will provide a portfolio of digital services including online branding, email marketing, digital CRM, search engine marketing, e-commerce, consumer-generated content and viral marketing. Social media like blogging, podcasting and videocasting are also on the agenda. The agency's core philosophy, according to Narayan, is "ripples of change", which is the "aggregation of a variety of thoughts formed from the humongous content on the web".
Narayan insists that 1010 is different from other agencies because the focus here is not on ROI, but on the inv