Siddhartha Kumar
Mon, 16 Aug 2010 07:04:15 -0700
http://www.financialexpress.com/news/Media-planners-innovate-to-stay-ahead-in-race/660653/
Media planners innovate to stay ahead in race Lalitha Srinivasan Posted online: 2010-08-16 23:26:58+05:30 Mumbai To cater to the changing needs of advertisers, media buying and planning agencies are remodeling operations using new tools and processes. Cost-effective media solutions are the trend as the Rs 22,000-crore Indian media-buying industry enters the next phase in its evolution. As part of its growth strategy, Starcom MediaVest Group is scaling up operations in Bangalore and is extending the MediaVest Brand to Delhi. Over the next quarter, the group plans to launch three new applications in India, under adaptation to Indian conditions. Lintas Media Group is sharpening its focus on efficiency-building exercises on ROI (Return On Investment). Maxus India, part of Group M, has introduced a new approach called ‘Relationship Media’ — based on keeping the consumer at the core of media plans and help brands build deeper relationships with consumers. On Starcom's fresh strategy, Ravi Kiran, CEO, South Asia, Starcom MediaVest Group, said: “We have revamped our transaction management engineSTARSCAPE 2.0 and implemented across all our offices. We have launched 'Version 14.2.1' of our TV planning and buying suite TARDIIS. We plan to improve our media effectiveness by up to 23%.” Ajit Varghese, MD, Maxus, a Group M company said the agency has many models with support from Group M in the field of digital, retail, activation or content. “We are moving up this year to tie-ups in mobile space, digital creative space, sports and business sciences to meet increasing needs of our clients.” Sudha Natrajan, COO & president, Lintas Media Group, said: “ Our focus is on the ROI we bring to the table. Our efficiency building exercises on ROI start at the initial step of our media planning exercise and continue to act as a catalyst taking us from one step to the next.” ------------------------------------ -- INFORMATION OVERLOAD? Get all ZESTMedia mails sent out in a span of 24 hours in a single mail. Subscribe to the daily digest version by sending a blank mail to zestmedia-dig...@yahoogroups.com, OR, if you have a Yahoo! Id, change your settings at http://groups.yahoo.com/group/ZESTMedia/join/ PARTICIPATE Share media news, discuss journalism issues and network with media professionals across South Asia on this mailing list. Just write to zestmedia@yahoogroups.com TELL FRIENDS TO SIGN UP If you got this mail as a forward, subscribe to ZESTMedia by sending a blank mail to zestmedia-subscr...@yahoogroups.com OR, if you have a Yahoo! ID, by visiting http://groups.yahoo.com/group/ZESTMedia/join/ Also have a look at our sister list, ZESTCaste: http://groups.yahoo.com/group/ZESTCaste/Yahoo! Groups Links <*> To visit your group on the web, go to: http://groups.yahoo.com/group/ZESTMedia/ <*> Your email settings: Individual Email | Traditional <*> To change settings online go to: http://groups.yahoo.com/group/ZESTMedia/join (Yahoo! ID required) <*> To change settings via email: zestmedia-dig...@yahoogroups.com zestmedia-fullfeatu...@yahoogroups.com <*> To unsubscribe from this group, send an email to: zestmedia-unsubscr...@yahoogroups.com <*> Your use of Yahoo! Groups is subject to: http://docs.yahoo.com/info/terms/