Indiantelevision.com Team

(30 October 2007 7:00 pm)

MUMBAI: Text 100 has launched its Global Resource Optimization (GRO) service, based in Mumbai.

The new service allows clients worldwide to tap into round-the-clock services and gives them opportunities for enhanced communications capabilities while lowering the cost of performing time-intensive activities.

According to an official release, GRO's globally integrated communications and campaign management infrastructure will allow clients to create 24/7 virtual account teams to manage time-sensitive projects.

As the cost of business in India is considerably lower than most markets, clients will be able to leverage skills of Text 100's team in India while extending their resources.

"GRO is able to significantly improve Text 100’s efficiency and quality of delivery," said Text 100 CEO Aedhmar Hynes.

"We are offering clients a way to optimize their budgets and receive even better service by moving time intensive activity that can be done anywhere in the world to lower cost markets. The advantage to our clients is that our local teams can then devote a greater part of a budget in the high cost markets to PR tactics that require local knowledge and insight of the client’s industry, market and media."

The first GRO center in Mumbai, led by Madhuri Sen, Managing Director – GRO, is currently focused on three categories of services that have been identified as best adaptable to virtual teamwork - account administration (e.g online campaign management, analysis, report generation, information management); content (e.g. case studies, opinion articles, spokesperson bios; general editing, proofing and formatting); and secondary research to support client campaigns, reviews, pitches, messaging workshops.

"Our industry must innovate to survive and GRO is an example of this as it challenges traditional notions about what a PR budget can buy," Asia Pacific regional director Ava Lawler.

"PR campaigns are increasingly integrated worldwide and as the corresponding level of complexity rises, clients want to maximize their budgets as much as they possibly can. With GRO, we offer clients an enhanced service and greater flexibility without an increase in budget."

The Indian team has over a decade's experience with global companies like Cisco, Gartner, Lenovo, Microsoft, Nokia and Philips.