Brand Street Integrated is a marketing agency with over nine years of industry expertise and a network spanning eight strategic locations. The company delivers tailored strategies and flawless execution across various marketing segments, including OOH, Rural Marketing, Merchandising, Printing, and Digital Marketing.
Brand Street Integrated recently said that its OOH (Out-of-Home) division used hoardings, billboards to execute OOH campaigns for Tata Stryder and Kenstar. It deployed hoardings in Jamnagar, Bangalore, and Kolkata for Tata Stryder. The Kenstar campaign featured billboards across Bihar and Uttar Pradesh.
Medianews4u.com caught up with Surendra Singh CEO Brand Street Integrated.
Q. How has Brand Street Integrated evolved as an agency in terms of its offerings since its launch in 2015? For 2024, what are the goals and what is the game plan to get there?
Since our inception in 2015, we initially focussed on traditional marketing, catering to both consumer and trade sectors. Our capabilities in strategic planning allowed us to expand our offerings significantly. The COVID-19 pandemic was a pivotal moment; while many large organisations shut down, we continued to grow by diversifying into various verticals, strengthening our service portfolio, and expanding our client base.
Looking ahead to 2024, our goal is to become a billion-dollar organisation in the shortest possible time. Despite the challenges posed by the pandemic, we are on track to be the first agency to achieve this milestone within six years. Our game plan involves leveraging our strengths, continuously innovating, and expanding our footprint to sustain growth and deliver unparalleled value to our clients.
Q. How does integrating innovative strategies with services give the company a leg up in a very competitive environment?
Innovation is at the core of our offerings, not just in creative solutions but also in pricing and timelines. This holistic approach ensures we deliver exceptional value. Our leadership in people and brand acquisition further solidifies our competitive edge. We firmly believe that agencies should emulate consulting firms by demonstrating clear value and focusing on tangible business outcomes for clients, enabling us to command a premium for our services.
Q. Could you shed light on the company’s expansion into Pune, Gujarat, Hyderabad, and Coimbatore?
We’ve successfully expanded into these regions, capitalising on the high returns from these revenue centres compared to traditional markets. Our strategy focuses on penetrating regional portfolios as regional brands increasingly seek exposure in the main markets. This approach has enabled us to tap into new opportunities and drive significant growth.
Q. For brands seeking to elevate their presence and drive impactful results, what are the key things they have to keep in mind?
Every brand has unique objectives and should leverage its strengths while expanding into less competitive areas. A comprehensive SWOT analysis is crucial for identifying opportunities and threats, enabling brands to strategically position themselves for maximum impact.
Q. What role is AI playing for the agency in terms of operational efficiency and creativity?
AI is transforming our operations by streamlining processes, enhancing data analysis, and enabling personalised marketing strategies. It also fosters creativity by providing insights that inform innovative campaigns, ensuring we stay ahead in a competitive landscape.
Q. In terms of experiential marketing, do brands need to be more innovative to capitalise on this area which offers a touch-and-feel experience unlike other mediums?
Absolutely. Experiential marketing hinges on creating memorable, hands-on experiences that drive consumer decisions. It’s about engaging the senses and fostering impulse buying through brand presence in modern trade environments. Innovation in this space is essential to captivate audiences and leave a lasting impression.
Q. What role is digital playing in helping the OOH medium grow business and revenue?
Digital integration in OOH advertising enhances targeting, measurement, and interactivity, making campaigns more effective and engaging. This synergy boosts business growth and revenue by providing real-time data and expanding the reach of traditional outdoor media.
Q. Even though COVID is over, does working with clients for D2C marketing still play an important role for the agency?
D2C marketing remains a growing medium for us. Brands are increasingly adopting non-traditional approaches that yield immediate results and facilitate quicker monetary transactions. Unlike other mediums that depend on frequency and high costs, D2C offers cost-effective, direct engagement with consumers.
Q. Could you shed light on the work that the agency does in rural marketing? Is it more challenging?
Rural marketing indeed presents unique challenges, with over 6 lakh villages across 29 states. However, these regions have significant spending potential. The key is to find effective mediums that ensure availability, aesthetic appeal, and distribution strength. We’ve successfully navigated these challenges by tailoring our strategies to fit the rural infrastructure and consumer behaviour.
Q. This year Brand Street Integrated acquired 3% Collective. What role will inorganic growth play for the agency?
Our acquisition of 3% Collective, plays a crucial role in expanding our digital capabilities and market reach. It allows us to quickly integrate new technologies and expertise, enhancing our service offerings and providing greater value to our clients. This strategic approach is key to our growth and staying competitive in the rapidly evolving marketing landscape.
