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Tag: TracyLocke India

  • DDB Mudra Group elevates Sameer Mehta as TracyLocke president

    DDB Mudra Group elevates Sameer Mehta as TracyLocke president

    MUMBAI: DDB Mudra Group has elevated Sameer Mehta to the post of TracyLocke India president. In his new role, Mehta will report to DDB Mudra Group CEO and MD Madhukar Kamath.

     

    TracyLocke is DDB Mudra Group’s shopper marketing, field marketing and retail solutions agency. 

     

    Mehta has been a part of the DDB Mudra Group since 2005 and has been instrumental in setting up and growing the field marketing, retail solutions and shopper marketing services for the group. With 17 years of experience in this field, Mehta is helping businesses grow through interventions at the point of purchase and this has been utilized extensively for many brands.

     

    Post the Mudra Groups acquisition by Omnicom, Mehta has been a part of the team that has been entrusted to build the TracyLocke brand in India. 

     

    Mehta said, “I look forward to this opportunity as we imbibe the TracyLocke philosophy of ‘Buy Design’ in our day to day work. We believe in putting intent and purpose behind every activity that leads a customer to buy a brand. This principle helps us design experiences that turn shoppers into believers. We are seeing this being practiced by TracyLocke in the US with Pepsico, where they deliver cutting edged brand experiences. The global win of the SC Johnson business will also give us an opportunity in India to collaborate with other markets. Truly a lot to look forward to for us in TracyLocke India.”

     

    Kamath added, “This has reaffirmed the belief that I always had in TracyLocke India’s capabilities to become one of the flagship businesses of the DDB Mudra Group. I am excited about the potential that we have to deliver technology led solutions in this space with Sameer at the forefront. He has a core team that has helped him grow this business and I am sure will continue to do so. I congratulate him on this well-deserved elevation within the group and look forward to working closely with him.”

  • DDB Mudra appoints Shaleen Sharma as VP for TracyLocke India

    DDB Mudra appoints Shaleen Sharma as VP for TracyLocke India

    MUMBAI: DDB Mudra Group has appointed Shaleen Sharma as TracyLocke vice president, strategic planning & analytics.

     

    Reporting into TracyLocke head- business & operations Sameer Mehta, Sharma will be the lead strategist across the agency’s clientele and service offerings that includes shopper marketing, trade marketing and retail solutions.

     

    Having worked across various categories, he brings on board a significant understanding of consumer engagement, brand management and building strategic marketing platforms that combine digital, media and entertainment domains.

     

    Sharma is currently working on the development of a qualitative tool that reveals human needs and motivations and places them in a contextual and cultural framework. The primary application of this tool is about driving a deeper connect between brands and their consumers. He has also developed a real time web analytics tool that is capable of integrating all the brand variables, like sales, click through rates, foot falls etc.

     

    “There are pivot points in life, where you realize, quite clearly, what is the next set of challenges you want to solve and the kind of people you want to work with. Tracy Locke, and by extension the DDB Mudra Group, signifies that pivot for me. Everything they are engaged with, be it, their client portfolio, the kind of work they are doing and the ambition they have for their future, makes me realize that my next opportunity for value creation lies here. It will be a privilege to be a journeyman with this Brotherhood,” said Sharma.

     

    Mehta added, “At TracyLocke, we believe in Bottom-Up grass roots approach to enable our clients with a business solution, which is powered by the shopper insights. Shaleen brings in relevant experience in shopper engagement strategies aligning it with brand management and building strategic marketing. His understanding and expertise on digital will only add to our vision of providing technology led shopper insights and shopper experiences encompassing path-to-purchase across the retailers and e-tailers.” 

  • TracyLocke India brings on board Mehta & Ramakrishnan

    MUMBAI: DDB Mudra Group’s shopper marketing wing, TracyLocke India, has appointed Samir Mehta to the post of head- business and operations.

    Pradeep Ramakrishnan will serve as TracyLocke India head – strategy & insights along with his current duties as DDB MudraMax Media VP.

    Founded in 1913, TracyLocke is a creative agency and is a part of the DDB Worldwide Network. Its client list includes brands such as HP, T-Mobile, Starbucks, Johnson & Johnson, Gatorade, Tropicana, PepsiCo, Sony and Unilever’s Lipton.

    DDB Mudra Group COO Pratap Bose said, “Tracy Locke India will help build the B2R (Business to Retail) practice for clients and will create strategies for converting consumers into shoppers. With the appointments of Samir Mehta and Pradeep Ramakrishnan we now have the momentum to aggressively push the Tracy Locke India agenda, and build a great shopper marketing and retail capability for our clients.”

    Mehta said, “Evolution of retail in India calls for a better understanding of how the shoppers, shop at the last mile in India. This becomes imperative for brands. For this, brands need to develop shopper insights. With TracyLocke, who have a commendable record with working on some of the best global brands, and with the Indian retail environment being unique in its own way, TracyLocke India will be customizing the requisites of each of our clients to suit this market, which currently comprises of 95% being unorganized and the remaining 5% organized.”

    Ramakrishnan said, “Shopper Marketing in India is not just about marrying the interests of the brand, retailer and shopper. It is more complex than that. The role of insights in this scenario would therefore be about ‘Bringing a Method to the Madness’. TracyLocke India with its proprietary tool, processes and measurement systems will lead the creation of new ways of understanding, analyzing and influencing the shopper in India.”