Digital Direction, RK Swamy BBDO’s digital arm has been on a winning spree since the last three months. The agency has bagged more than 15 accounts in its kitty.
The digital agency has partnered with brands like Basecamp, GPI, Hamdard Safi, Hindustan Times, HT Mint, Karvy Private Wealth, LIC Endowment campaign, Mercedes C Class launch, Mercedes E class launch, Mercedes Auto Expo, Raffels, Ranbaxy Revital, Raymond Corporate Wear, SBI Car Loans, SBI savings, Shriram Finance, and Siemens Awareness Campaign.
Saurav Chakraborty, GM, Digital Direction, spoke about the growth of the agency, “Growth in terms of billings is directly proportional to the scope of work discussed with the client. If clients continue to see digital media as a ‘banner pasting platform’, business will remain pretty static and linear.”
He further added, “The need of the hour is to use the ‘BPI approach’ (branding/ performance/ innovation) across all digital campaigns. This ensures ‘Awareness’, ‘Engagement’ and ‘Participation’ among the target audience, and makes the campaign a runaway success. In the last two years, Digital Direction has done many contextual campaigns creating platforms/ content plugs/ interaction touch points for Siemens, SBI Bank, LIC, L&T Mutual Funds, Pedigree, Karvy Private Wealth, and that is what is fueling our growth. Talking in terms of pure numbers, Digital Direction has seen an 80 per cent growth in terms of billing between FY09 and FY10 and we are not in a mood to slow down the drive.”
“Digital media in India today is clearly an amalgamation of ‘Internet’, ‘Mobile’ and ‘Social Media’. While banners (especially Rich Media) can act as good enticers to a campaign, it is the micro site where the audience spends most of his/ her time interacting, submitting, uploading and tagging. With mobile penetration and social media growing a breakneck speed, the immediate future will see every digital plan containing applications, SMS 2.0, Bluetooth marketing and video advertising in a big way. What we are trying is to surf through this new big wave and reap the benefits.” concluded Chakraborty.
Digital Direction offers services such as the development of digital media strategies, integration of offline and online media, audience tracking on online media, initiatives for online customer dialogues, planning and buying and also the creation of online media properties.