afaqs!

STC Associates hopes to globalise more Indian brands

By Khushboo Tanna , afaqs!, Mumbai | In Marketing | July 07, 2009
STC Associates is a global brand management firm and has done the global campaign for Tata Communications

STC Associates, an independent global brand management firm, was founded in New York in 1992. It works in the areas of brand and market strategy, creative, communications and interactive. Globally, the brand works with clients such as Switch and Data (data and internet exchange services), Wild Turkey Bourbon and Arbinet (voice and IP solutions).

As far as the Indian market is concerned, STC started two years ago in Mumbai and has worked on Titan and Tata Communications' global campaign. STC is also currently working on a couple of new projects, the details of which will be announced soon.

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afaqs! caught up with Sophie Ann Terrisse, founder and chief executive officer, and Karthik Sridhar, country head, STC Associates to find out the future plan of action.

For the Tata Communications project, which was rolled out in June 2009, the brief given to STC was to increase Tata's awareness among the key decision makers and influencers in the market. Hence, the 'Are You New World Ready?' campaign was conceptualised.

The campaign was present on television, print and online worldwide. On a separate microsite (www.newworldready.com), a quiz lets web users understand how new world ready their business is and how they can improve on the areas they are lacking in.

Earlier, in 2008, STC Associates had also helped to launch Tata Communications (then known as VSNL) as a global brand with a single unified thought.

Terrisse, a lawyer by education, has close to 20 years of experience in the global brand management and communications space.

Terrisse says that the company is focussing on organic growth and is keen to hire the right people. She also says that STC has been an independent firm and will always be so. Terrisse says, "We believe that if you are a global Indian company, you can make a huge difference to the brand perception globally and that is what we are focussed on doing."

STC also wants to expand to other cities in India, such as Delhi and Bengaluru.

Sridhar says that they encourage employees to share ideas and insights. "The plan for India is to expand our presence by focussing on brands that are on the threshold of being global," says Sridhar.

STC also has offices in London, Singapore and Paris.