MUMBAI: Meera Sharath Chandra, former ECD of Momentum Worldwide UK and former MD of WPP company Syzygy UK, has turned entrepreneur with the launch of Tigress Tigress.
Tigress Tigress is a digital-centric integrated communication agency. It will engage consumers and deliver brand strategy across all communication touchpoints, with digital at the heart of the experience.
The company will have three distinct revenue streams under it. The first will be digital-led integrated communication, which will specialise in totally joined-up communication, focusing on digital.
Second is the trademarked Rainbow Hashtag, which is a new concept targeting corporate spends in aspects that are high on a CEO‘s governance charter with a focus on four key areas: the red cross – Healthcare and Social Causes, the blue cross – Animal Welfare and Protection, the green cross – Ecology and Environment, and the yellow cross – Fitness and Sport.
The third is multicultural marketing, which will focus on new and emerging target segments that marketers cannot ignore – the ethnic minority groups (initially in the UK). This specialisation recognises the potential of a significant and ever-increasing diaspora, one that is growing not just in numbers but in purchasing power and advocacy.
Tigress Tigress aims to provide creative business solutions to address advertisers‘ marketing challenges. Keeping a media neutral approach, the company will use the digital medium extensively and create a distinct edge in digital and social media.
Sharath Chandra will be designated as founder CEO and CCO at Tigress Tigress.
She said, “Tigress Tigress is very definitively and sharply positioned but that is what separates it from the rest of the eco-system. With a three-pronged go-to-market strategy Tigress Tigress is on the hunt for marketing challenges and creative solutions. Today‘s landscape requires a fearless and ferocious approach which is why there are three unique models of engagement with advertisers. The Just-in-Time business model, the Percentage-of-Sales revenue model and the Return-on-Innovation creative model.”
According to the agency, the Just-in-Time business model will bring to the table the right talent specially handpicked for each assignment, the Percentage-of-Sales revenue model is a bold part fee and part percentage of sales remuneration structure and the Return-of-Innovation creative model lays emphasis on a high creative quotient and an equally high attention to outcomes.
Sharath Chandra is an integrated creative professional with 30 years of experience. She has worked as the president and NCD at RMG Connect (JWT) and also at DDB where she was NCD across five units – Tribal DDB, Rapp Collins, DDB Health & Lifestyle, DDB‘s ambient/outdoor unit and its events and promotions company. Prior to Momentum Worldwide UK, she was the Managing Director at Syzygy UK.
