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The launch was attended by top notch media and broadcast professionals
including Lowe India MD Prem Mehta, former CEO of Carat Media Services
turned entrepreneur Meenakshi Madhvani, Ashish Bhasin, SET India
CEO Kunal Dasgupta, Star India VP (ad sales) Kevin Vaz and Sony
Entertainment executive VP, (sales and revenue management) Rohit
Gupta.
Conventionally, media planning comes at a later stage of the communication
process. Insight goes a step ahead, literally. Informs Yesudas,
"With the kind of information we are working with, we will
be leading the process of communication."
Insight will be involved in the planning process right from scratch
but does that mean that would they be involved in the creative aspects
for their clients as well? To this Yesudas said, "We will not
be directly working on the creatives but we will be bouncing off
ideas to the agency involved. We will provide them with a line of
thought for the creatives which they can take forward and work on.
All in all, we will be the communication consultants to our clients
and not just the media consultants."
Insight will be involved in integration at the strategic level.
The aim of the media agency is not to pitch for more and more clients
but to provide complete communication solutions to the existing
ones so that they bring them more business. Insight already has
clients like UTI, Bajaj Auto, Parle Agro, Pantaloons, Idea Cellular
and Sansui.
"The industry today works on wafer thin margins and definitely
needs more investments. We aim to provide our clients with the best
of our services and ideas which will surely be worth their monies,"
says Yesudas.
Insight looks set to initiate a change in the science and process
of media planning and buying. Keep watching this space for more
on Insight.
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