Pratap Bose’s posture betrays a certain intensity even when he is
FROM FINANCIAL EXPRESS:
http://www.financialexpress.com/fe_full ... _id=140017
reclining in a comfortable sofa at his swank office in Parel, Mumbai. It’s not difficult to imagine him standing behind a camera with a sharp eye for detail. After taking charge of Ogilvy & Mather India in June this year, Bose is putting in place an aggressive growth plan for the agency which is considered the hotbed of creativity in India. For starters, Bose has launched a sports marketing outfit, Ogilvy Sports. Building something ground up comes naturally to Bose.
It was 13 years ago that he joined O&M and set up Ogilvy Landscapes from scratch. In 2002, he took charge of O&M’s events and promotions wing, Ogilvy Live, and the very next year he set up Ogilvy Signscape, the retail and visual merchandising arm of the agency. As recently as in January 2006, Bose took over as head of Kinetic in India. In a free-wheeling interview with Laitha Srinivasan of FE, Bose shares his plans. Excerpts:
What are your priorities now as CEO of O&M?
I took charge of O&M after John Goodman left for his overseas appointment (in June this year). As you know, O&M is already a well-run agency; so my task is to just hold it on track and continue to improve on gap areas. Our priority actually is to improve the services on offer. Primarily, we want to better our BTL (below-the-line) services and we will increase our investments in this area. We would also like to grow our PR wing, Ogilvy PR, as companies are recognising the significance of PR in their overall marketing mix. Our focus will be on digital and retail.
How do you plan to strengthen O&M, the agency?
We are chalking out a tactical plan to take Ogilvy & Mather India to take it to the next level. Our objective is add to our armoury to gain a competitive edge in the industry. We will be looking at niche sectors such as search marketing, exhibition and packaging design. We need to build on our expertise in exhibition and display space.
What’s the rationale behind the launch of Ogilvy Sports? Tell us about your new venture.
The sports marketing business has a huge potential for growth in India. Being part of the Ogilvy network, Ogilvy Sports will have access to cutting edge marketing tools and the expertise of new media in the digital space. Our services include sports marketing consultancy, property representation and sales, licensing and merchandising, new media and event management.
What are the major issues that the advertising industry faces today?
The biggest challenge before the Indian advertising industry is to attract and retain the best talent. Unfortunately, we are losing competent professionals to other sectors. Among other issues, clients are expecting far more from an agency than advertising. Most companies want theirs ads to be the best in every possible way. As clients’ expectations are rising, we are under tremendous pressure to perform. Today’s marketers also keep a sharp eye on return on investments. In addition to mass media advertising, clients today want to grab the attention of consumers in every possible way-even in shopping malls and supermarkets.
Marketing is getting big below-the-line (BLT). Do you think non-traditional media will phase out traditional media eventually?
Yes, companies are increasingly opting for BTL services to support mass media ads. The ratio between BTL and mass media advertising stands at 50:50 in Europe and 60:40 in the Asia Pacific. In India, the ratio will be 60:40 (BTL versus mass) in the next few years.
Advertising is very freebie-oriented today. How can one break out of this mould?
I do not think so. Earlier, companies put a lot of money in freebies. But now the scene is different. Today, clients are looking for value additions. I think clients are putting more money in advertising and value additions.
What’s the road ahead for O&M?
I would not be happy if Ogilvy & Mather were to remain just the No 1 agency in the coming years. We will strive to increase the gap between competitors and us significantly.
Interview, Pratap Bose, CEO Ogilvy India
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