MediaCom India was launched five years ago (quite uniquely) as a joint venture between GroupM and Madison. Today it is one of the fastest growing agencies in the country. We look at what is ‘The Essence’ that makes up this agency.
DEBRAJ TRIPATHY, MANAGING DIRECTOR
NITI KUMAR, GENERAL MANAGER (DELHI)
AVINASH PILLAI, GENERAL MANAGER(MUMBAI P&G)
DEEPA JATKAR, GENERAL MANAGER(MUMBAI )
SRIRAM SHARMA, GENERAL MANAGER(BANGALORE)
ASHWINI KAMAT, NATIONAL DIRECTOR (BUYING)
LATISH NAIR, NATIONAL DIRECTOR (DIGITAL)
SHARMISTHA GOSWAMI, NATIONAL DIRECTOR (BRANDED ENTERTAINMENT)
TUSHAR DESHMUKH, NATIONAL DIRECTOR (FINANCE)
MediaCom India was launched five years ago (quite uniquely) as a joint venture between two of the largest communications groups in the country: GroupM, the largest media agency group in the country and Madison, the largest independent Indian media agency. Its parent company MediaCom is the third largest standalone media agency in the world and is part of GroupM, the world’s largest media investment agency network. It is the fourth largest in the Asia Pacific.
MediaCom, one of the fastest growing agencies in the country today, operates out of four locations - Mumbai, Delhi, Bangalore and Chennai. With a combined strength of over 150 people spread acrossfunctions - planning, investment, insights, digital, implementation and branded content, MediaCom manages media investments of a number of blue chip clients.
MediaCom enjoys the reputation of being one of the most creative media agencies – and has won multiple awards for path-breaking work on media strategy and innovations on Television, Print, Radio and Digital media.
MediaCom offers investment management services across all forms of media. Its digital offering (iMedia, iVideo, Search, Social and Mobile) is one of the strongest in the industry. MediaCom has invested heavily in branded content and has managed many successful branded content launches, the latest being People Choice Awards for P&G. MediaCom is known for its highly specialized analytics and insight division. It runs a unique in-house panel that helps glean consumer insights. The panel is spread across key markets in the country.
Procter & Gamble, Volkswagen, Audi, Skoda, Dell, Mars, Wrigley, makemytrip. com, Shell, Piaggio, Edelweiss, Aegon Religare, Apollo Munich, HRI, Maiyas Beverages and Foods, Qyuki.com, and others
RECENT ACCOUNTS WON
Mars, Maiya’s, Qyuki.com, Piaggio, Apollo Munich Health Insurance, Revlon, TUI
MediaCom has won over 100 commendations in the form of shortlists and wins at local and international awards like Festival of Media, Spikes, Cannes, Emvies, Goafest, Warc, Yahoo Big Chair, Olive Crown, IAMAI Digital, Abbys, etc. The first Gold Media Lion to be won by an Indian media agency was awarded to MediaCom for the Gillette Women Against Lazy Stubble campaign. MediaCom was also awarded the biggest Indian media award, the Grand Emvie 2011 for the Volkswagen Talking Newspaper innovation. It won all three metals in the digital display category at Emvies 2012.
MediaCom is one of the most awarded agencies in the country.
THE ESSENCE, ACCORDING TO DEBRAJ TRIPATHY
Q] What is the USP of Team MediaCom?
We are all about people… People who work with MediaCom, people at our client organizations, people at our media partner organizations (media owners). We strongly believe that putting people at the forefront of everything we do leads to strong business results for our clients, for our media partners and for us. We have the best people. This is the single reason why clients and media owners want to work with us.
Q] How does the road ahead look like? What are the new frontiers the agency is looking at?
We have invested heavily in digital and have been very successful in that area. We have begun investing in branded content, which is already showing encouraging results. Our investment in analytics has enabled us to do some great work on our current clients as well as win large pieces of business. We will continue to invest in these areas. There are a few more areas that we intend to invest in. We will announce those at the appropriate time.
Q] What is the one word that sums up the essence of MediaCom?
People first, better results.
Q] What is the fun element that employees enjoy at MediaCom?
Fun is a very important element of our work culture. We have an informal and relaxed working atmosphere. MediaCom has a global programme called the Freshness Programme that runs in each and every office. It is designed to stimulate fresh thinking, teach new skills and encourage innovation – all while having fun at work.
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