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141 Sercon launches digital arm, 1010

By , agencyfaqs!, New Delhi | In Digital | September 05, 2007
The newly formed activation agency has announced its digital division, which will be the strategic hub for Asia

141 Sercon, the & #BANNER1 & # 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".

Ajit Narayan
The agency has also launched a website, www.1010-asia.com, which according to Menon is their "interpretation of digital advertising". The website is based on the theme of Alice in Wonderland and takes visitors through a melee of characters who are part of 'The Twisted Family' at 1010. The agency even produced its own version of whacky nursery rhymes for the website. Menon adds that this is only the first phase of the website and that it will evolve over the next six months. The agency has developed two versions of the site - one is the fantasy land and the other is the 'Real World', which is a plain-vanilla site.

Narayan insists that 1010 is different from other agencies because the focus here is not on ROI, but on the inv