INCommunications begins second innings driven by ‘knowledge’

After a turbulent phase, INCommunications is ready to strike back with a vengeance. In keeping with its vision of becoming a name to reckon with in the advertising arena, the agency is aiming at adding some renowned brands to its portfolio. With this mission in mind, it is back to its swanky original office in a prime location in Delhi. It is also looking at hiring talent with fire in its belly and committed to making a difference with its work. In doing all this, the agency is being driven by one factor – knowledge.

Charu Bakshi, president, INCommunications, explains, “We are looking at restructuring the organisation on the basis of knowledge verticals. We have appointed people who are knowledge managers. The basic idea is to gather knowledge and impart it to our people, which will help them in coming up with effective communication solutions.”

Bakshi elaborates, “By knowledge verticals, I mean dividing on the basis of categories. There will be a knowledge manager for the food and hospitality category and others for retail, healthcare, beauty and personal grooming, public service, electronic services, intermediary services and education. These managers will be involved in gathering information on a particular category – the emerging trends, past trends, growth possibilities and consumer behaviour.”

Bakshi says that collating such information would not only help in doing quality work for the agency’s existing clients, but also in the long run when, with the help of these insights, it can pitch for clients in these categories.

But is drawing information on a category enough? It is known that what works for one client may not for another. Bakshi clarifies, “That’s true. In advertising, you can’t apply formulae. But at a macro level, this kind of knowledge will help and then we can arrive at conclusions at a micro level to suit any client.”

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