Virendra Saini – Executive Director, Triton Communications shares his focus points 2020
Focus on providing Business Solutions more than just Advertising Solutions
Agency people are creative thinkers and therefore intuitively they have a different way of looking at problems and can come up with innovative, disruptive solutions to various business issues of the client other than just communication ones. Brands are under continuous threat and have hordes of business issues that could range from internal team motivations to distribution to sales talk to even sometimes grappling with a large portfolio and many more. This I see as an opportunity for us to focus on. I think this is also a necessity for agencies in order to add value to the client’s business and strengthen client loyalty to the agency. Agencies have to work harder to retain their clients, with increase in competition as more and more people break away from main line agencies and start on their own agency. With this the role of advertising agencies also changes. They are now considered to be brand partners providing intelligent business ideas rather than just communication ideas. This will be a large focus for us from now onwards.
Create Brand Ambassadors within the organization
Everybody is aware that the attrition rate of an agency is much higher than any other corporate. Hence it becomes all the more essential to bring pride in every employee of the agency. One of the ways to achieve it is that the agency can strive to make every employee as its ambassador which builds cross functional expertise of the employee so that he/she is accountable for business growth at every level. This is one of the basic things that an agency should do in order to build employee satisfaction as the success of the agency lies in the hands of its employees.
Create outstanding & sticky brand building campaigns
We have created some cult campaigns for our clients like Fortune (ThodaAurChalega/ Paanch Ka Ashirwad), Aquaguard ( Paani Ka Doctor), Set Wet (Very Very Sexy), NECC ( AandeKhao Tough Ban Jao), Moov (Aah se Aahatak), Officers Choice Blue ( Raise your Voice), etc. which left an impact in consumers mind and made the brands into leaders or strong challenger brands in their respective categories. With the new creative team on board, new clients and fresh new set of enthusiastic servicing people at all levels our aim is to create plenty of disruptive, memorable campaigns for our brands.
Beyond advertising, Thinkomni channel
We are a full- service agency providing solutions for digital, activation, BTL, corporate identity, packaging, media planning & buying and corporate communications in addition to brand strategy and creative all under one roof. There aren’t many agencies that provide this. We want to capitalize on this edge and give seamless solutions to clients thus ensuring complete bang for their buck with a cohesive branding strategy across the various mediums of communication. This will help us with deeper involvement in the client’s business thus strengthening the relationship.
I want every person in the agency to understand and know digital and not just leave it to the digital team. Enough has been said about digital being the future but for now digital and main line have to go hand in hand, therefore I feel it’s important to have a digital culture in the entire agency. We are in the process of inculcating this culture through all servicing and creative teams of the main line agency too.