WHO WE ARE
We’ve come a long way since we opened our doors in 2007. While the world of marketing communication has changed dramatically, our work still revolves around our core belief that big and sustainable ideas are the key to successful campaigns. This is what has worked in the past and we believe will continue to work in the future no matter how complex and wired the world has become. Once the single minded thought has been conceived, our processes and structures are designed to complement that. From strategic communication planning to outstanding creative execution of the big idea, there is certainly a method to our madness. At the end of it all, we measure and evaluate the campaign so that the effectiveness is gauged and our next big idea becomes even bigger.
APPROACH
Call it chemistry or magic, our team enjoys producing innovative work. We believe creativity is not a one-department function. It’s a way of life for all of us. The world does not need another generalist agency. It is specialization that has been the key to our success. Expertise of our people is the only valid reason why multinational brands, although aligned with their global advertising agencies, still prefer to work with us.
ADVERTISING
What differentiates good from great is the big idea. And big ideas don’t pop up like light bulbs in the minds of creative people. They require research, customer insight, strategic thinking and outstanding creative thinkers. For over a decade now, we have worked with the best of brands making their cash registers ring constantly. We are passionate about every single brand we handle big or small and this has resulted in creating outstanding communication solutions.
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Business Learning Terms
I was just browsing on internet that I came across Idea Rocks India digital campaign. Just out of curiosity, I clicked the banner. I really liked the thought of FIRST ONLINE SINGING CONTEST, per se. But the execution of campaign has killed the essence of the concept. An idea is as good as its execution. IDEA forgot this. According to me, there are several implementational flaws in the campaign which flout both Digital & Branding Rules.
IRI is a big property that can be leveraged for a long time in taking this brand forward. Not having its own website, is the first basic fundamental mistake. Second, putting your brand as a microsite on MSN(or any other site) is the second mistake. Idea must have saved money and effort in doing this, but they have done a wrong thing to the brand. Redirecting users to this temporary site would mean losing out on an opportunity to engage the pre-qualified users in better way on the brand site(IRI), which is missing in this case. In an era where brands are trying hard to create communities/be part of communities, IDEA so far has kept users apart from making one such community. All thanks to the digital strategy.
What would happen to the site once the campaign is over? The digital agency is more at fault than the brand. Digital Specialists are not supposed to do these stupid mistakes. MSN does not provide any number on Impressions burnt etc. So measuring the performance in its entirety might be a big problem.
Wat saddened me the most was to see Microsoft promoting their SILVERLIGHT product at the expense of brands money.
Digital can give brand the leverage which no other medium can offer. Digital strategy should be conceived considering the overall brand strategy. Any communication effort should add to the brand, not take it away from the brand.
How much this campaign would help the brand, I have my own reservations.
But the good news for the brand is that all is not lost yet. They can still retrieve themselves. But would take a lot of strategic thinking which has so far been missing. It would surely take an idea to change IDEAs life now.
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