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Tag: Raman R.S. Minhas

  • What’s the glue to make clients stick to an agency

    What’s the glue to make clients stick to an agency

    VUCA. Millennials. Gen Z. BANI. Digital. Traditional. Phygital. AI-ML. In the jargon-full world of marketing that we live in, clients seek more answers than ever before. It’s just not easy to navigate businesses and brands in these highly complex and connected times. So, I tried putting myself in the shoes of the ‘client’ to go about this.

    Outcomes

    Yes, I’d like an agency that talks the end result with me – the business outcome. For me not to think of them as an easily replaceable vendor, they need to understand what makes my business tick. And live it. Not in powerpoints, in reality.

    My agency got to put their skin in the game. More than the skills and the means, they need to have this mindset that looks beyond a campaign or a launch or a content series. How is every single rupee that my brand is spending, is getting invested back into it. That’s what I’m looking for my agency to be thinking – both creatively and operationally.

    And we are talking agreed outcomes here, that are measurable. If that’s the currency my agency has got, chances are, I am not going anywhere else.

    Sustainable outcomes

    It’s not about cracking something once, or twice, and then putting it aside. Outcomes are only as good as how long their impact lasts. When the agency is linked deeply with my business, they can’t take their foot off the pedal, just as my business can’t.

    Now that takes something. It won’t come by asking or waiting for a brief. It will come by investing in my business, by acting like my extended team, and by continuously playing the role of a partner. Again, not as lip service, in reality. Actively tell me, guide me, challenge me in decisions of consumer segmenting, media spends, creative strategies, tech interventions, digital efficiencies, resource optimisation and the like.

    For my business to grow, they need to play a part in every critical discussion that touches my business. As that will directly impact the outcome. So, the longer my agency keeps achieving the outcomes, the longer I stay with them. It’s that simple.

    Mutually rewarding outcomes

    One-sided relationships rarely last. So, if the agency is joined with my business at the hip, it has to work for both. And it should work both ways. Such that the commercial model mirrors my business performance, as long as it’s based on agreed outcomes. It can’t be just about getting their retainers, but adding value in the real sense. So I can truly see them as partners.

    Which brings ‘chemistry’ into the equation. Mostly, I see people talk output. It’s transactional. It’s short-sighted. An idea, a campaign, a media deal, an influencer package… these are all means to an end, not the end by themselves. There needs to be this DNA match with my agency people.

    If the people at my agency are someone I can relate to, exchange thoughts and ideas openly with, and know are operating with an ‘us’ mindset instead of selling their services, why would I want to talk to anyone else!

    The article has been authored by IdeateLab chief creative officer Raman R.S. Minhas.
     

  • IdeateLab repositions as “The Outcome People”

    IdeateLab repositions as “The Outcome People”

    Mumbai: In a move to mirror the evolving business & marketing ecosystem, IdeateLab – a leading independent digital-first marcom solutions provider – has repositioned itself as “The Outcome People.”

    While most agencies and collaborations stop at output, IdeateLab seeks to go beyond and aim to deliver outcomes that truly matter to its clients.

    “In the BANI world, getting the best output is not enough. In order to achieve the best outcomes, businesses need to create and embrace the best outcomes themselves. IdeateLab is partnering clients in bringing this mindset shift – to help reshape their thinking about their products & services in order to achieve business outcomes”, said IdeateLab chairman Dr. Bhaskar Das.

    To reflect the new thinking and focus, the company has refreshed its identity and digital assets. IdeateLabs becomes IdeateLab, and dawns a crisper, contemporary logo.

    The company has outlined three key pillars to engage with clients, such that ‘outcome’ becomes the currency:

    Differentiated approach: IdeateLab starts at the Business Objective level, not just marketing or communication objective. And identifies the role it can play to make a visible and sustained difference to the clients’ business through its CEO (creative & consult, engage & execute, optimise & operate) framework.

    Tailored solutions: No two businesses or brands are same. From data-backed insights, deep social listening to nuanced creative & content and advanced media optimization, IdeateLab crafts bespoke solutions that deliver outcomes. It is particularly geared to help MSMEs, entrepreneurs, and home-grown businesses. To the extent, that IdeateLab functions like their outsourced marketing function.

    Partnership DNA: Ideatelab’s growth is truly linked to the growth of its clients. The operating model is designed on the principle of shared success – with a hybrid of fixed and variable elements. It’s a partnership based on collaboration, transparency and agreed outcomes.

    “Ideate has always prided itself on the ability to adapt to changing times, hence over the last few months the leadership spent a lot of time discussing and brainstorming with our clients as well as Industry Leaders on how can we partner and create a true partnership model with our clients, whether a Startup looking to Scale or an Established Brand looking to diversify. This new avatar reflects that changed thinking that we bring on board,” said IdeateLab director Vrutika Dawda.

    “We are looking to expand and sharpen the very definition of the word ‘idea’ in our vocabulary. Moving beyond the ‘what’ of output, at a campaign or social post level, we want to crack the ‘why’ of that outcome at the business level. So that a refreshing & tangible mashup of data, creativity and technology comes into play”, said IdeateLab chief creative officer Raman R.S. Minhas.

    IdeateLab believes shifting the focus on outcomes is not only the need of the hour, but also a sure way to become future-ready.

  • IdeateLab repositions as “The Outcome People”

    IdeateLab repositions as “The Outcome People”

    Mumbai: In a move to mirror the evolving business & marketing ecosystem, IdeateLab – a leading independent digital-first marcom solutions provider – has repositioned itself as “The Outcome People.”

    While most agencies and collaborations stop at output, IdeateLab seeks to go beyond and aim to deliver outcomes that truly matter to its clients.

    “In the BANI world, getting the best output is not enough. In order to achieve the best outcomes, businesses need to create and embrace the best outcomes themselves. IdeateLab is partnering clients in bringing this mindset shift – to help reshape their thinking about their products & services in order to achieve business outcomes”, said IdeateLab chairman Dr. Bhaskar Das.

    To reflect the new thinking and focus, the company has refreshed its identity and digital assets. IdeateLabs becomes IdeateLab, and dawns a crisper, contemporary logo.

    The company has outlined three key pillars to engage with clients, such that ‘outcome’ becomes the currency:

    Differentiated approach: IdeateLab starts at the Business Objective level, not just marketing or communication objective. And identifies the role it can play to make a visible and sustained difference to the clients’ business through its CEO (creative & consult, engage & execute, optimise & operate) framework.

    Tailored solutions: No two businesses or brands are same. From data-backed insights, deep social listening to nuanced creative & content and advanced media optimization, IdeateLab crafts bespoke solutions that deliver outcomes. It is particularly geared to help MSMEs, entrepreneurs, and home-grown businesses. To the extent, that IdeateLab functions like their outsourced marketing function.

    Partnership DNA: Ideatelab’s growth is truly linked to the growth of its clients. The operating model is designed on the principle of shared success – with a hybrid of fixed and variable elements. It’s a partnership based on collaboration, transparency and agreed outcomes.

    “Ideate has always prided itself on the ability to adapt to changing times, hence over the last few months the leadership spent a lot of time discussing and brainstorming with our clients as well as Industry Leaders on how can we partner and create a true partnership model with our clients, whether a Startup looking to Scale or an Established Brand looking to diversify. This new avatar reflects that changed thinking that we bring on board,” said IdeateLab director Vrutika Dawda.

    “We are looking to expand and sharpen the very definition of the word ‘idea’ in our vocabulary. Moving beyond the ‘what’ of output, at a campaign or social post level, we want to crack the ‘why’ of that outcome at the business level. So that a refreshing & tangible mashup of data, creativity and technology comes into play”, said IdeateLab chief creative officer Raman R.S. Minhas.

    IdeateLab believes shifting the focus on outcomes is not only the need of the hour, but also a sure way to become future-ready.

  • Storytelling in the multiscreen age

    Storytelling in the multiscreen age

    Oh, storytelling. So much has changed and then, nothing has.

    As someone who started wearing more hats (at times unwittingly) than just the creative type over time, it’s fascinating to see how the graph of storytelling is evolving.

    Mobiles. Tablets. Smart TVs. Normal TVs (my parents have one). Laptops. Desktops. How do inches of screens influence the millions spent on storytelling? Let’s look at the different ‘kirdaars’ in the story of storytelling.

    The story makers: Thou shalt be versatile.

    Cos the audience is as diverse as it is cohorted. And the same person consumes different stories on different screens at different times in a day. One of the critical questions to ask besides others, is where will this story appear? And then nuance it to that screen(s).

    The legendary 30-seconder is now 15. Or 6. The ‘long’ 60-seconder is now longer at 3 minutes. It obviously needs a different skill and craft, to do justice to both. And then there is the timing aspect – with moment marketing growing by the moment. There are new storytelling formats available, in varying degrees of maturity. Themed games – which we’ve explored with a lot of success to tell brand stories. AR/VR, metaverse, web series, branded content, blogs… the canvas just keeps getting longer & wider with each screen.

    And why should stories happen in isolation? In a multiscreen, non-linear age, why not have more of ‘fluid’ stories. Brands have done it (Volvo’s The Greatest Interception Ever, Burger King + Google Home, Coinbase QR), and it adds to the creative play in a never-before manner.

    The story bearers: Thou shalt be collaborative.

    The ‘role’ of media, social media, broadcasters and distributors in the story-world is on the rise. And for a reason. As technology and algorithms are dictating (even predicting) more and more of what works and what doesn’t, the magic of media & creative ‘jugalbandi’ is needed more than ever before.

    The good old days of jamming together are back. And we need lots more of it. A small new feature of a platform, a tweak in the algo, a new platform altogether… all these can spark a story, or elevate a story. Stories have/can become interactive using multiple senses, turning audience into co-creators.

    Innovations are only as good as their use cases. And a story is only as good as how it is told. The story-carriers are and will continue to have a voice in not only telling, but also shaping the story.

    The story owners: Thou shalt be open.

    It’s difficult to create a good story. It’s more difficult to create a story that exceeds expectations. And it’s impossible to create something that goes viral every time.

    Brands and clients who understand this, are the true BFF of storytelling. The origin point of the story resides with them (the need), as does the protagonist (the brand), as does the ownership (the monies). Having and setting clear expectations from a story is a great starting point. However small, define the outcomes. So that the story makers and bearers know what buttons the story must press.

    And then, what works on one screen will most likely not work equally well on another. Understand the nuances with partners, prioritize the screen(s) and channel resources accordingly. In the BANI world, it is tough to have a straight-line Brief. So, be open to experimentation and failures. Cos you’re never too far from a blockbuster story.

    The story consumers: Thou shalt be spoilt.

    Enough said.

    The article has been authored by IdeateLabs chief creative officer Raman R.S. Minhas.

  • IdeateLabs creates the Gallery of Unconditional Comfort for Nilkamal on National Pet Day

    IdeateLabs creates the Gallery of Unconditional Comfort for Nilkamal on National Pet Day

    Mumbai: How does India’s favourite furniture brand have a point of view on furniture damage? That too damage in its cutest form? IdeateLabs, one of India’s leading digital solutions providers, have the answer.

    The brand — Nilkamal Furniture. The occasion — National Pet Day. The idea – #TheGalleryOfUnconditionalComfort.

    Stemming from the observation of pet parents, the campaign celebrates every cat & dog’s scratchy & toothy relationship with indoor furniture. At the heart of the idea is the fact that no matter how much damage our furry little friends do to our furniture, we ultimately accept it with a wry smile and a shake of the head.

    But what if, it were showcased as a piece of art!

    Created as a UGC activation, the campaign was announced through a series of digital assets such as behind-the-scenes footage of these cute fur babies creating their furniture art. Nilkamal is inviting audience to share photos of their pet(s) and the furniture they have used as a canvas, using Instagram’s trending Add Yours feature. On National Pet Day, all the entries will be converted to a digital film to reveal #TheGalleryOfUnconditionalComfort, filled with endless meows & bow wows.

     

    Commenting on the campaign, IdeateLabs chief creative officer Raman R.S. Minhas said, “The moment the team came up with this idea, we knew we had to do it. The beauty of the idea is that it’s so real. Having been a pet parent myself, the initial disappointment of getting your table or sofa scratched soon turns into a smile, and eventually a memory to treasure. That emotion is what we are capturing and celebrating in the #TheGalleryofUnconditionalComfort!”

    As they say, you can’t spell furniture without fur. Share away and make your furry friend a part of The Gallery of Unconditional Comfort. 

  • LinEngage appoints Raman R.S. Minhas as creative head

    LinEngage appoints Raman R.S. Minhas as creative head

    MUMBAI: Mullen Lowe Lintas Group experiential marketing arm LinEngage has strengthened its team with the appointment of Raman R S Minhas as group creative head.

     

    He will report to LinEngage executive vice president Sriharsh Grandhe.

     

    Minhas comes on board with a mandate to add new, innovative dimensions to the way consumer engagement is defined and delivered for brands, in a media-agnostic manner.

     

    Commenting on the appointment, Grandhe said, “The connected marketplace of today demands agencies to re-look at their offerings both the form and format of consumer engagement. With Raman on board LinEngage’s capabilities will be greatly enhanced in this direction.”

     

    This move to LinEngage marks Minhas’s return to India after successful stints in Southeast Asia and the Middle East. His last assignment was at DM Pratama Group in Indonesia, where he led the creative function.

     

    Mullen Lowe Lintas group CMO and group marketing services president Vikas Mehta said, “LinEngage is at a pivotal point in its evolution as we strive to set new benchmarks in the practices of experiential marketing and activation. In Raman, we’ve found a world class creative to lead this pursuit, partnering Sriharsh. A strong consumer engagement practice furthers our efforts towards making Mullen Lowe Lintas Group into a true omni-channel partner for its clients through a hyper-bundled offering.”

     

    “To drive the creative mandate for one of the promising divisions of Mullen Lowe Lintas India is a challenge I am willing to take on with passion. With the legacy of Lowe Lintas and a team that rivals the best in the business, there is only one direction that we can move from here – upward,” said Minhas on his new role.

  • LinEngage appoints Raman R.S. Minhas as creative head

    LinEngage appoints Raman R.S. Minhas as creative head

    MUMBAI: Mullen Lowe Lintas Group experiential marketing arm LinEngage has strengthened its team with the appointment of Raman R S Minhas as group creative head.

     

    He will report to LinEngage executive vice president Sriharsh Grandhe.

     

    Minhas comes on board with a mandate to add new, innovative dimensions to the way consumer engagement is defined and delivered for brands, in a media-agnostic manner.

     

    Commenting on the appointment, Grandhe said, “The connected marketplace of today demands agencies to re-look at their offerings both the form and format of consumer engagement. With Raman on board LinEngage’s capabilities will be greatly enhanced in this direction.”

     

    This move to LinEngage marks Minhas’s return to India after successful stints in Southeast Asia and the Middle East. His last assignment was at DM Pratama Group in Indonesia, where he led the creative function.

     

    Mullen Lowe Lintas group CMO and group marketing services president Vikas Mehta said, “LinEngage is at a pivotal point in its evolution as we strive to set new benchmarks in the practices of experiential marketing and activation. In Raman, we’ve found a world class creative to lead this pursuit, partnering Sriharsh. A strong consumer engagement practice furthers our efforts towards making Mullen Lowe Lintas Group into a true omni-channel partner for its clients through a hyper-bundled offering.”

     

    “To drive the creative mandate for one of the promising divisions of Mullen Lowe Lintas India is a challenge I am willing to take on with passion. With the legacy of Lowe Lintas and a team that rivals the best in the business, there is only one direction that we can move from here – upward,” said Minhas on his new role.