AgTalk | Shopper-marketing needs a strategic plan: TracyLocke's Jim Sexton

TracyLocke one of the world's leading shopper marketing agencies which has its presence across US and Europe and a part of Omnicom Group Inc has breezed into the Indian Market. TracyLocke, part of the DDB Worldwide Network, will be a part of DDB Mudra Group in partnership with MudraMax, which is India's leading integrated engagement and experiential marketing agency.

Adgully caught up with the man behind all action, Jim Sexton, Global Chief Marketing Officer of TracyLocke to know more about their venture into the Indian market,future growth and opportunities that he sees on Indian shores. Jim aims at fortifying its presence in the Indian market.For the past 14 years, his passion saw TracyLocke move up from an iconic Southwest American advertising agency to a dynamic agency that lives at the centre of major clients' integrated marketing initiatives.

Adgully (AG): Where would you place India and Asia Pacific as a market and your partnership with DDB Mudra Max?

Jim Sexton (JS): The Asia Pacific market is playing around three to four hundred million dollar in this space which includes various facets of shopper marketing.DDB Mudra is a fair representation of where the Indian Market is today. There has been a sizable growth in the industry. As soon as we saw the level of retail expertise and comprehensive knowledge of the India consumer and shopper at DDB Mudra Max, we knew we had the perfect fit.

AG: Off late India has seen a lot of action in the shopper marketing arena and International brands seem to be showing keen interest in this space. Given the current economic conditions 2012 is expected to be a tough year so do you see this as an opportunity to make your mark here in India?

JS: Firstly, I don't think so it is a slow year. Secondly what is important is that we should not look at growth in isolation. Our reason behind getting in with DDB Mudra group is that they understand the Indian market well and have a deep understanding of how the market works here. Opportunity wise the market seems to be really active and we will soon crack the correct piece. Since we are considered as experts in shopper marketing solution providers in the traditional as well as non traditional market we feel it is important for us to study the market well. Obviously we won't be able to create the type of solutions that we did in North America for certain brands but coming with such solutions here would be a big opportunity and we could tweak it a bit to go with the environment.

AG: Any key trends that you have seen in the Shopper marketing space specifically in Asia Pacific region?

JS: Firstly, growth of the middle class would be an important trend as more people are becoming capable of paying for slightly better lifestyle in terms of people purchasing branded goods. Secondly, we would want to focus on large FMCG clients in Asia Pacific region as well a brands who have a strong legacy and want to offer the best to their customers.

AG: Any specific category that you will be keen on working to start with?

JS: We have been working with Pepsico since 30 - 31 years in other markets so we will be looking at deepening our engagement with them. Secondly, DDB Mudra has been working with Johnson and Johnson and lots of other clients so we will be focusing on these ,other than this we would also strategize with DDB Mudra group and look at their clientele and their new business model and then take a step forward.

AG: Would you also be pitching outside of the DDB Mudra Group?

JS: Yes, ofcourse we will be doing that.The Indian and Apac Markets hold huge potential and expertise in our domain still not many have mastered.

AG: Other than the FMCG category, do you see opportunity in other sectors as well?

JS: Yes, I think electronic market is one of the big markets as far as this space is considered. There is a lot of growth in that market in terms of smart phones penetration and so it is very important space to look at. In this sector our role comes into action when a client wants to compare the features of phones sitting at the store and hence in store communication plays an important role.

AG: Indian market has lot of smaller brands which have immense potential but are no so focused in their approach, so do we see pitching to them and giving them the necessary edge?

JS: Yes, we will do that because what attracts us the most where small brands are concerned is , they do not have a large budget and so they need smarter solutions and quicker action.

AG: Do we see you using your expertise only with Indian clients or otherwise also and also would you be launching any kind of research in India?

JS: Yes, as we are focused towards Asia pacific so we would apply the same expertise as we have applied in other countries as well. Yes, we would be definitely launching research initiatives here also. We have done many such researches like some on Moms, etc. earlier, depending on our client's demands.

AG: You have see the industry evolving over the years in India and other markets, so give us a sense so as to where Indian market lacks when shopper marketing is concerned and what should we do so to measure up-to the international levels?

JS: I think Marketers need to bring in a strategic approach in their planning and execution to their plan. As far as India is concerned there is no proper strategic view and same approach is seen in China as well.