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Saatchi Direct is now Saatchi & Saatchi Focus

The clients on the roster include Bosch, Coats, Reliance Polymers and many others

The direct marketing arm of Saatchi & Saatchi will now be called Saatchi & Saatchi Focus; it was earlier called Saatchi Direct.

“We have decided to rename our division Saatchi & Saatchi Focus to reflect our transformation from a direct marketing agency to an ideas company focused on providing 360 degree communication solutions to business brands, techno brands and talent brands with the objective of making them Lovemarks,” says Malavika R Harita, chief executive officer, Saatchi & Saatchi Focus.

Harita continues, “V Shantakumar, our chairman, and I have been working on a new structure for the last few months, which ensures the best strategic and creative inputs for our clients and empowers the teams working on the business to deliver holistic, efficient and cost-effective communication solutions.”

Saatchi & Saatchi Focus, in its earlier avatar, was started 10 years ago to cater to the direct communication requirements of non-mass media based clients who required a strong knowledge base and understanding of their multi-layered business models. It has since grown into a specialised profit centre of Saatchi India, with offices in Bangalore and Mumbai, and a client list which includes Bosch, Coats, HP, Reliance Polymers, TNT, 24/7 Customer and Essar Steel.

“Mala and her team are focusing on building Lovemarks in the business and talent spaces. Since these are virgin territories, we are building intellectual properties which can be leveraged across the region. Our philosophy is to drive business through ideas which are media neutral,” says Shantakumar, chairman, Saatchi & Saatchi, India.

Lovemarks is a Saatchi tool which transforms brands into emotional connects with the customer, transcending the physical and ensuring sustainable competitive advantage.

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