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    We don't want to be just another agency doing advertising: Gautam Talwar, Rediffusion YR

    Synopsis

    The firm wants to help clients develop the entire communication strategy for the brand, says Gautam Talwar, chief strategy officer, Rediffusion YR.

    MUMBAI: Gautam Talwar, chief strategy officer, Rediffusion YR looks a little relaxed, now that the much anticipated Brand Asset Valuator(BAV) has been finally released. Since he took over the role of chief strategy officer in early 2011, BAV has kept him busy. Now with that released, ET caught up with Talwar to discuss what's next. Excerpts:

    How has things changed since you took over as chief strategy officer?

    My mandate when I took over the role was to improve the thought leadership within the agency. Some of the fundamental changes we did at Rediffusion YR was to strengthen the planning function. We earlier had just 2-3 people in planning, which has now gone upto 25 planners and we are still looking for more people to join the team. We have also started doing campus recruitments from MICA & NMIMS to add to our talent pool.

    How will strengthening the planning team help the agency?

    We want to build enduring brands and be thought leaders in our business. We don't want to be just another agency doing advertising, we want to help our clients develop the entire communication strategy for the brand, build brand imagery and partner with them in the entire marketing strategy. We want to win more Emvies than Abbies.

    How is BAV going to help Rediffusion YR?

    BAV is a brand agnostic tool. We have looked at various brands through nine parameters and now we have a gold mine of information. This data can be used to effectively build the brief to be given to the creative team. Better the quality of creative brief, better will be the advertising output. A tighter brief can be used to effectively to tackle marketing challenges for brand. We are talking all our clients city-by-city explaining them the benefits of BAV and I am sure this tool will make a difference to their business.

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