His Brandscapes partners with the UK’s branding consultancy Design Bridge.
What has Pranesh Misra, the former strong hand of Lowe Lintas, been up to after he quit the organisation?
Plenty, it seems.
About a year back, Misra, who was global director, marketing and accountability, at Lowe, set up Brandscapes Worldwide, a data analytics and insight consulting firm, with offices in Mumbai, Singapore, London and Atlanta. Along the way, the firm has bagged clients such as Coca Cola, Sara Lee, Citibank, The Economist, The Tata Group and Johnson and Johnson.
“We’ve made a small profit within the first year of our operations,” Misra said, on Wednesday while announcing his firm’s tie-up with the UK-based branding agency Design Bridge.
The two firms have entered into a non-equity based joint venture in India, hoping to deliver “world-class brand strategy in India” even as Indian advertisers wake up to consultants and branding agencies as solution providers instead of plain vanilla advertising agencies.
The team at Brandscapes, which includes senior brand consultants such as Aparna Mehra and Radhika Arakkal, will work on mining insights and providing data analytics in the Indian consumer landscape. The 180-member team at Design Bridge, which includes people from different nationalities, will work on giving brands a unique global creative direction and implementing it. That would entail changes in not just brand identity, but also packaging and structural design in most cases.
William Goodenough Bt, group executive chairman of Design Bridge, said, “Our ambition to work alongside some of the world’s fastest growing consumer brands means we need better understanding of different consumer behaviour and cultures in the thriving Indian market.”
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