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    Our focus is going to be on insight and analytics, digital and content: CVL Srinivas, Starcom MediaVest

    Synopsis

    Since taking on the responsibility of the Chairman of Starcom MediaVest Group, CVL Srinivas has been revamping the agency.

    Since taking on the responsibility of the Chairman of Starcom MediaVest Group, CVL Srinivas has been revamping the agency. From cutting slack to rejigging jobs, Srinivas has almost finished the first step towards making Starcom the cutting edge agency in the market. He took sometime off to have a tete-a-tete with ET about the last year and the road ahead. Excerpts.

    What have been the highlights at Starcom last year since you took over?

    Insight and strategy are core values of SMG so our focus has been to become the best if not necessarily the biggest in this space. A lot of ground work has been done and in the coming year our focus is going to be on three things - insight and analytics, digital and content. Despite the restructuring SMG won 18 businesses including Aircel, Yahoo! SuperMax, Via.com, Future Brands, Sab, Sony, Pearsons, Lets Buy and Be Stylish among others. We also opened a new Mediavest office in Delhi.

    Q. What plans do you have to build capabilities in those three areas?

    A. We are focusing on LiquidThread, which will be our content development platform. We are also in the process of scaling up LiquidThread across APAC and as a result lot of work is happening in that space in China as well. Then there is Starship Entertainment which will see our entry into Bollywood, music and entertainment. All these three verticals are headed by leaders who are best in what they do and am sure they will be able to take these entities to the next level.

    Q. Which of these three verticals are you placing a bigger bet on to bring in the numbers?

    A. Going forward I foresee more than 10% of our revenues coming from the digital domain and to build up capabilities we are getting both our digital and offline planners trained in digital. They are all doing a Google Certification Program in Search Engine Management and Ad Words. We also have plans to setup an analytics centre which will be the epicenter of all work related to analytics being done for SMG globally. We will steup and gradually scale it to do things for international as well as local clients in the area of analytics.

    Q. How beneficial has restructing been to SMG's verticals like outdoor and rural division?

    A. A number of units that were earlier purely aligned to SMG has now been re-aligned to Vivaki. This will help these units dig into the pool of Vivaki clients than just SMG clients. Its now best of both worlds for them.

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