Accountability on investments is Fulcrum mantra for 2005

MUMBAI: Group M's media agency dedicated to planning and buying for Hindustan Lever Limited (HLL) MindShare Fulcrum is in an overdrive mode. The agency is looking at moving towards a fully integrated unit in 2005. "Fulcrum will raise the bar on providing greater accountability to client's investments along with providing end to end communication solutions" says MindShare Fulcrum general manager R Gowthaman.



While the agency's focus last year was to provide channel neutral solutions to its client, this year the spotlight will be on making clients' investments more accountable. The core team of Fulcrum has Pat Vinayak who heads buying for HLL, while Amol Dighe handles TV buying and Himanshu Shekhar is in charge of non-TV buying. Planning on the other hand is looked after by Madhusudhan. Fulcrum Bangalore has a five member team driven by Heman Desai.



Gowthaman asserts that MindShare Fulcrum has realigned itself as an end to end communications services by focusing aggressively on print, television, activation, rural activation, outdoor, cinema and online advertising.

The focus this year will be on activation and non-traditional media, since the clutter level in the television space is very high and one has to look beyond television. Creating new channels like tie-ups with new channels across eating and drinking, entertainment, education etc., increasing brand awareness and brand benefits will be the way forward. "We will also be focusing on channel neutral solutions and are on the lookout for a research professional whose knowledge resources can scale up our projects," informs Gowthaman.



Accountability is another aspect that the agency is strongly focusing on. "We now have a clear structure in place and the accountability factor at Fulcrum has evolved over a long period of time. We have further crystallised it over the last three to four months," says Gowthaman.

Stress is being laid on generating more accountability in the television space. "We will be developing new ways of looking at rates and will be looking beyond gross rating points (GRPs). Secondly we will also be pondering on the important question - When should one stop advertising on television?" he added. The problem only got aggravated with the number of new channels coming in, thus leading to fragmentation.

After taking on Fulcrum's reins from Vikram Sakhuja mid last year, Gowthaman rearranged the team so as to increase accountability levels in the agency. That will be the natural progression this year and the way forward for MindShare Fulcrum.

Latest Reads
India is 18-24 months away from an inflection point: Ashish Bhasin

Today’s advertisers aren’t short of options to choose from through which they can get a message across. But the difficult task at hand is to identify the one that allows optimisation of reach and viewership.

MAM Marketing MAM
Horlicks urges women to #StandStrong

MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

MAM Marketing MAM
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories