AgTalk | Encouraging free flow of ideas across disciplines and levels: Dentsu Media's Divya Gupta

Transcending mere data analysis, Divya has always sought to go beyond demographics in defining and engaging consumers, always in a context that brings alive the brand proposition. Her efforts in fostering a fresh view of media in communication have been repeatedly recognized by way of a host of national and international awards for creativity in media and excellence in media innovation. Divya has handled media mandates for several companies like Colgate-Palmolive, The Tata Group of Companies, AT&T, Citibank, Godfrey Phillips India, Parle, Paramount Pictures and Reliance ADA Group.

In an exclusive conversation with Adgully, Gupta shared her thoughts and views on the business of communication and more.

Adgully (AG): What is the task at hand and how are you planning to take ahead?

Divya Gupta (DG): To simply weave media magic for our clients and brands! To make this magic happen, we need:

b) To encourage free flow of ideas across disciplines and levels

Years ago, media typically a backroom function, morphed to become a specialist silo to serve client and brand needs... and for exactly the same reason today, close integration with other communication disciplines will be the way forward!

Think about it, the consumer does not put channels in silos. He seamlessly moves from one to another in experiencing the brand. Communication experts and marketers have no option but to do the same.

At Dentsu, we believe in integration and a healthy partnership across practices (creative, digital, BTL, others) since it is greatly beneficial from the client's perspective. If the brand message put out to consumers across channels is not in complete sync, there will be a disconnect. As we see it, true effectiveness of brand communication, happens with seamless integration.

Media is a critical part of this and it's not just about the blending of media mix in a plan but it is also blending of channels, functions in providing one consolidated solution to client partners.

AG: You've started media agencies and brought them up to a certain level. Earlier the market was not so cluttered, but now the situation is different; there is a decade of media change. So where do you see the agency heading?

DG: You are right to an extent, so much has changed and yet so much is much the same!

So I find myself walking the same path, doing the same things with a sense of déjà-vu and yet so much has changed. The changes pose a challenge and at the same time provide such exciting opportunities...

Today, consumers can be engaged in "n' number of ways. There are so many pathways, media resources, client and brand resources that can be deployed, harnessed keeping in mind what the brand stands for. Each pathway gives rise to a wide array of opportunities, which, like ingredients, can be blended together.

The consumer and the brand marketing strategy will dictate the way and the fashion in which media blending will take place to produce the right recipe.

AG: There's a certain trust factor that clients have with you over the years. Is it easier with you now on board, during pitches for new clients?

DG: Marketers today are under tremendous pressure. It would be naive of me to believe that just my presence at a pitch would make marketers entrust their media budget to us. That said, you are correct, we have been able to deliver on the trust that clients have reposed in us and that goes a long way; and it is a critical factor in forming the foundation of all future relationships.