The media specialist Starcom MediaVest Group, which is already in “multi-cultural” media, has officially flagged off its patented process a la “Ideation”.
MUMBAI: Media specialists the world over are searching for ways to get more creative in their media solutions. Some like Aegis (Carat) have reportedly been speaking about adding creative units or departments. Others like Universal-Lodestar have strategic alliances with their group specialists and mainstream creative and content teams.
And now, the Rs 550-crore-plus media specialist Starcom MediaVest Group, which is already in “multi-cultural” media, has officially flagged off its patented process a la “Ideation”. Its quest: to infuse creativity or lateral thinking into media planning or solutions. Of course, as global media agencies add creative and non traditional media elements and units into their mix, analysts wonder if media specialists are gradually turning full circle back to full-service ad agencies.
Still, Ideation as role and process are sailing with Starcom. Steering this mission will be Mandir Tendolkar who’s come on board as media director, Ideation. She has had a 16-year innings in media and was last media controller The Media Edge. Tendolkar will be reporting to Manish Porwal, executive director, Starcom MediaVest Group and will take charge from January 1, 2007.
Apart from this, Starcom has also made two key appointments. Its two new media directors are Girish Upadhyay (was media director with Madison Communications) and Patrick Gomes (media planning director with Mediacom Dubai) as media directors. They will be looking after three of the six large account management teams in Starcom. They will be reporting to Srikanth Raman, general manager, Starcom.
Says Porwal on Ideation: “The reason behind creating this new role in the agency is clearly to instil more creativity in our work. Today media planning requires more of innovation in creativity rather than the science of traditional media management. Tendolkar, as the media director, Ideation, is a pan-agency resource and will be a catalyst to elevate the creative part of our product. The new role signifies our commitment to prepare for tomorrow and it’s a new avenue that we are testing out. I personally know of no other media agency which has created such a role.”
Mandir’s role in Starcom is to be an idea catalyst, and pump in creativity in the agency’s existing research driven work. She would be instrumental in uplifting the strategy and serving as the conduit between the consumer insights generated by respective account teams and creative execution of the media solution.
As for the other two new appointees: Upadhyay started his career with AC Nielsen’s ORG Marg, and has worked on brands such as Colgate, Marico, Godrej, Kotak, Airtel, ICICI and Reliance. While Gomes, who recently shifted base from Dubai, was looking after the regional account for Nokia across 14 countries in the MEA market. In India he’s worked on marquee brands like Volkswagen, Intel, Oracle, Tata, Godrej and Cadbury.
Porwal adds, “The inclusion of Tendolkar, Upadhyay, and Gomes is a strategic and futuristic move to strengthen the core team in Starcom Mumbai, as all three of them will be based here.”
Starcom has brands like P&G, Air Deccan, Benetton, Cadila Healthcare, Cholayil, Continental Airlines, Delta Airlines, General Mills, HDFC Bank, etc.
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