Surge ahead with digital communications

Kapil Ohri reports in afaqs.com

The Fifth Digital Marketing Conference, organised by the Internet and Mobile Association of India in New Delhi, focused on 'Transformation of digital agencies from technology enablers to brand champions'.

Shantanu Sirohi, Co-Founder and Vice-President, Interactive Avenues, talked about the role of digital agencies. He pointed out that brand champions are media agnostic. To prove this, he gave examples of some of the ad campaigns that Interactive Avenues did for ICICI Prudential, Travelguru.com and Travelocity.com, wherein the core idea was conceptualised for the Internet and then taken forward, either as a print ad, a television commercial or an outdoor campaign.

Mahesh Murthy, Founder and Chief Executive Officer, Pinstorm said, "Brands have to become technology savvy in order to derive the benefits of the digital medium." Citing the example of live Twitter posts updated by some of the conference participants, he said, "Technology enables you to carry out live researches, listen to consumers and track performance of your efforts and allows you to react quickly."

Pushkar Sane, Chief Digital Officer, North and South Asia, Global Head of Social Marketing, Starcom MediaVest Group, pointed out that in order to derive better return on investment (RoI), marketers need to become closer to consumers and understand their online behaviour.

Kushal Sanghvi, Managing Director, Media Contacts, said, "The definition of digital agency has changed." He explained that agencies have moved from buying exposure to extracting response from consumers.”

Prasad Shejale, Managing Director, Logicserve, said, "The basics of brand building do not change from one medium to another. It is the same for print, TV and digital medium as well."

Ruchira Raina, Managing Director, Dentsu Communications, and National Business Head, Dentsu Media, said, "Marketers should use the internet to connect, share and discuss with their target audience." She added that marketers should move beyond investing in the digital medium for experimentation only; instead, they should invest in the Internet with more seriousness and conviction.

Hill & Knowlton enters India

Tasneem Limbdiwala reports in exchange4media:

Global communications consultancy Hill & Knowlton has expanded its operations into India by taking over the management responsibility of IPAN from JWT India effective July 1, 2009. The new entity, to be re-branded IPAN Hill & Knowlton, will become part of Hill & Knowlton’s Asia Pacific region with IPAN President Radhika Shapoorjee reporting to Hill & Knowlton Asia Pacific President & Chief Operating Officer Vivian Lines.

Making the announcement, JWT India’s CEO Colvyn Harris, stated, “There is never a dull moment in JWT India. IPAN and Hill & Knowlton have been associated for nearly two decades now and it was natural progression for us to formalise this link.”

Both JWT and Hill & Knowlton are part of communications services group WPP, and all existing management and staff at IPAN will continue in their existing roles.

“First and foremost, I would like to thank my colleagues at JWT for their confidence that this change of management will work to the benefit of all parties. We have worked with IPAN as an associate for 20 years. Now we have the opportunity to fully integrate them into the Hill & Knowlton network and to grow inbound and outbound business together in what is one of the most vibrant business markets globally,” said Vivian Lines.

Radhika Shapoorjee, President, IPAN, said, “It’s truly a double delight to become part of a specialist global PR network across 43 countries… Hill & Knowlton is one of the most well-known and well-established PR companies in the world. Its unrivalled expertise, extensive network and innovation in public relations best practice will ensure that standards are raised across India and that our clients and our people will benefit from world-class advice, insights and services.”

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