Chris Thomas, Chairman & CEO, BBDO Asia, was in Mumbai recently to share the findings of a global study carried out by BBDO and its digital arm, Proximity, in 15 markets across the world to assess global attitudes to the recession and the recovery of the global economy. According to him, Indians have coped better with the economic challenges posed by the recession compared with the rest of the world . “This offers opportunities for brands to engage in a more meaningful way and also highlights the increasing importance of community, causes and word of mouth, which are particularly relevant in the Indian market.''
On his third visit to India, Thomas outlined through the global study on ‘what goes up and goes down' the prevailing economic scenario. In a freewheeling interview with BrandLine, apart from discussing the global study he also speaks on what BBDO India has been doing in India since it set up shop in the midst of the recession and what lies ahead for the youngest Omnicom agency in the country.
It has been 22 months since BBDO India came into existence. Considering the agency went through the pangs of the recession, how difficult was it to set up the Indian operations and bag clients?
Some of the best agencies in the world have been set up in the grip of recession. We didn't plan for it - but it hasn't slowed our commitment or progress. When clients are trying to do more for less then creativity is at a premium. And that is always BBDO's focus.
Has global alignment of clients helped the Indian agency gain accounts in the Indian market? What about Pepsi and its brands like 7 Up and Nimbooz? Is it part of a global realignment or are they India-specific businesses?
Global relationships help open doors. But if you can't deliver great work and the resources required the doors slam shut. The ideas that we have developed for 7 Up - Mood Ko Do Lemon Ka Lift - and Nimbooz - Ekdum Asli Indian - are uniquely Indian ideas. The benefit of the network is cross-pollination of ideas on the brand across the world.
With the other joint venture with RK Swamy existing, how have you differentiated the two BBDO agencies in the Indian market? Will it get difficult to pitch for new accounts when there already is an RK Swamy BBDO existing?
The Indian market is growing rapidly. Having two flavours of BBDO in India will allow us to grow share. The two agencies are defined by their people, their clients and their work. On occasion we will compete, on occasion we will collaborate.
Being the youngest agency in the Omnicom group, what are the challenges BBDO India has faced in the Indian market so far? With recession retreating and ad spends going up, how is the Indian advertising industry looking up for new agencies like yourself?
The market is dynamic and growing. There are talented people and a belief in creativity. Our task is to make sure we have an unfair share of that talent and that our work is setting the industry agenda. How we engage with consumers is rapidly changing all over the world - and that is just as true here. I believe we need simple, powerful brand building ideas. Then those ideas must become the content engines that drive conversations with and participation from consumers. Our idea for Quaker, to “make India heart-healthy”, is changing the dialogue for the brand. Aviva's “Education is insurance” is an incredibly powerful platform that will touch people not just in advertising but in all kinds of new and innovative ways. Just go this weekend to Ansal Plaza to see Aviva's Great Wall of Education and you will see how. (Just make sure you bring along a book to donate!)
There is a new digital initiative through the launch of Proximity. Could you elaborate on its functioning in the Indian market? What are the kind of existing digital outfits it is expected to compete with?
Digital is like oxygen … it is everywhere. So it is not a separate outfit. Digital expertise is embedded in the agency. Proximity allows us to bring in specialist skills and global tools - particularly in the areas of CRM, ECRM and data analytics. But it will always be a single P&L. We won't create separate silos that we have to then sell to our clients. We will understand our clients' needs and then organise our resources to provide a Total Work solution.
In your presentation during the global study on the effect of the slowdown on consumers across markets, you said 62 per cent of Indians would be willing to buy fewer items of better quality, even if it meant spending more. So are you saying that Indians did not downgrade during the recession?
Relative to other markets the data shows that Indians were less likely to downgrade but to cut out individual items from their budgets. By comparison, in the Chinese markets consumers are more likely to maintain the items that they buy - but just do so at a lower price.
How would BBDO India gain from this research while creating its future advertising campaigns? Can you give some examples?
The presentation illustrates six consumer responses that have emerged over the last 18 months. The brand frameworks are very helpful in our planning processes. One of the most interesting things to emerge is the increasing importance of causes and the community. There has been a marked rise in philanthropy and we are seeing consumers seeking greater meaning in their lives. This is a rapidly emerging opportunity for brands — but it must be central to the brand promise and true of the organisation. The Starbucks campaign in the US that encouraged community service, Versace's link with the One Foundation in China and Aviva's support of education initiatives in India are good examples.
With stalwarts such as Josy Paul and Ajai Jhala leading the Indian operations, how would you be leveraging their experience in making BBDO India a top-league agency, especially with WPP dominating the ad industry in India?
The way we will compete is by worrying about how good we are and not how big we are. Scale is not a competitive advantage — big ideas that builds brands are what clients need. And generally those ideas come from small teams of senior, talented practitioners working in close collaboration with their clients.
What are the total billings and growth projected by BBDO India and the future of the agency in the country?
We don't reveal billings figures but we are happy with progress. However, successful agencies have to have a sense of positive dissatisfaction.
We have to constantly challenge ourselves. It is easy to be a good agency. It is much harder to be a great agency.
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