Mumbai: S Yesudas, former managing director of Vizeum advertising agency under the Dentsu Aegis Network, has launched his own venture Triggerbridge, with two other partners.
The new company launched in partnership with Ajit Nair of MX Advertising and Amit Tripathi of IdeateLabs will aim to marry data, content and technology.
Commenting on the launch of Triggerbridge, Yesudas said, “Disruption is the name of the game, not just in theory, but in everything we do. We are also building many aggregation and collaboration models. We believe the advertising agency model as it is practised today will cease to exist in the foreseeable future. Global alignments, exclusive agency status will all fall by the wayside. Clients will look for smarter brand solutions for making enduring and meaningful connections with their consumers and not super-specialized silo solutions. Media owners will be engaged with directly by clients and the focus on computer algorithm driven efficiency parameters will also disappear. At triggerbridge, our endeavour is to future proof a disruptive model, ‘True Vertexing’, that will be the need of the hour, and hence, the unagency. Interestingly, this would be a virgin territory for us as agencies of today will only stay focused on the transactional mode of advertising as change for most them will be difficult considering their models and complicated structures.”
Ajit Nair, MD, MX Advertising and Director and Co-founder, triggerbridge, said, “We have built our model around appropriate solutions for clients / brands at various life stages, be it a well-established brand or a brand which has already traversed some distance or a brand that needs to go digital from a business diversification perspective or even a client with a ready product and market but no marketing resources. While funds are the solution for one, an e-commerce ecosystem will be for the other and incredible storytelling, optimal content development and deployment, usage of data and technology will be the solutions for some others.”
Amit Tripathi, MD, IdeateLabs and Director and co-founder, triggerbridge, said, “True Vertexing is hand holding brands in the journey to the highest peaks through true contributions by triggerbridge and through true expressions by brands. In addition to the fundamental change in definition, our disruption also includes a series of products for the very first time, moving the business away from a pure service. One such is a digital platform that aggregates storytellers and tech producers. Many more are in the pipeline. Our vision will be brought to life by brilliant minds. The overseeing creative board will include true storytellers like authors who have not been corrupted by 30-second TVCs and our business board will include members of other company boards as well as venture capitalists.”
Yesudas has more than two decades of experience, starting with daCunha Associates, after which he moved to Grey. Between 1995 and 2006, he worked with Initiative in various capacities and quit the agency as executive vicepresident. In 2006, he moved to RK Swamy BBDO as chief executive. In June 2009, he moved to Vizeum as managing director and left the agency earlier this year.
