Indiantelevision.com Team

(15 May 2008 12:30 pm)

BANGALORE: Saatchi Direct, which has plans to build upon its emotional connect tool Lovemarks, has been renamed as Saatchi & Saatchi Focus (S&SF).

Lovemarks are brands that inspire loyalty beyond reason. They are tools which transform brands into emotional connects with the customer, transcending the physical and ensuring sustainable competitive advantage.

“We have decided to rename our division as S&SF, to reflect our transformation from a direct marketing agency to an idea based company focused on providing 360 degree communication solutions. We intend to provide solutions to business brands, techno brands and talent brands with the objective of making them Lovemarks,” said Saatchi & Saatchi Focus CEO Malavika R Harita.

S&SF was started about 10 years ago to cater to the direct communication requirements of non mass media based clients. These clients required a strong knowledge base and an understanding of their multi-layered business models.

Since then, the agency has grown into a specialised profit centre of Saatchi India, with offices in Bangalore and Mumbai. Its clients include Bosch, Coats, HP, Reliance Polymers, TNT, 24/7 Customer and Essar Steel.

“Malavika and her team are focusing on building Lovemarks in the business and talent spaces. Since these are virgin territories we are building intellectual properties which can be leveraged across the region. Our philosophy is to drive business through ideas which are media-neutral,” said Saatchi & Saatchi India chairman V Shantakumar.