Customise to thrive: Lodestar's Nandini Dias

Nandini Dias, the COO of Lodestar Universal, is feted within the industry as a thinker who consistently ascends newer levels of imaginativeness. Her work has won her several accolades ” such as the Emvies, and awards at Cannes ” but perhaps just as important, Dias has secured the unquestioned reverence of preeminent industry figures. In this exclusive interview with Adgully, Dias speaks about Lodestar's prodigious success, and the industry's prospects.

Adgully: What do you consider to be your career's highpoints?

Nandini Dias: The highpoints lie across three to four dimensions. The gratifying moments are associated with the kind of work I have done and hence the awards have I got; the kind of clients I have worked with and the confidence they have had in my ability; the people I have worked with ” both seniors and the people I have trained and who are doing extremely well in the industry. The total outcome of all this: Lodestar UM has been the Media Agency of the Year several times. We have huge number of clients who have been with us over 10 years and almost every client has been a referral client.

AG: How has the industry evolved over the years?

ND: The industry has grown in importance and relevance. The advertising cost for many of the companies are in two-digits if not three-digits. So it draws the attention of the senior-most personnel in almost every organization. And as consultants and custodians of that budget, the media industry has invested in research, people, processes, etc.

AG: What have been the most memorable moments in terms of client satisfaction?

ND: Over the past 10 years, Lodestar UM has got at least 10 awards every year, which makes it over 100 awards in all. These have been across clients. To name a few, we have won awards for work on Amul, Nerolac , Mahindra Scorpio , Club Mahindra , Garnier , Tata Nano, Indica , Indigo, Tata Indicom and Photon. The organic growth that the agency enjoys is a measure in itself of the shared partnership. Needless to say, there have been many instances in which clients have shared happiness.

AG: What are the key strengths of Lodestar?

ND: Strategic input, innovative thinking and involvement of seniors ” these are the three key strengths. And these strengths are played back by surveys like R3 too. We have now had Lodestar LabCenter for 10 years. We are the only agency which invests so consistently on tools , techniques , research studies to mine insights etc. In fact, almost every year, including this year, we have won golds at the Emvies for the best research. This year, we won a gold for the best research across media houses; an award from TAM for the best TV research; and an award from RAM for the best Radio research. Emvies have four category-based strategy awards and a research award. Out of the five categories, we entered in four categories. We won gold in three categories and a silver in the 4th category. Deriving innovative solutions from learnings and insights from the Labcenter is not easy, and hence we ensure that seniors, including myself, were involved.

AG: The environment becoming even more fiercely competitive...what will sustain Lodestar's success?

ND: Investing in thought leadership , a steady leadership with long-term vision, and an happy culture.

AG: What is your approach while providing solutions to clients?

ND: We listen to the issues and problems that a client is facing. And provide customised solutions. These solutions may be beyond the realm of media but that is the true meaning of partnership.

AG: Do you use the international best media practices in India?

ND: Yes, we are a global network. And some of the international best practices can be easily indigenized. After all, the principles and theory of media planning are the same globally. Needless to say, the data and research have to be local. Globally we have a Channel Allocation Tool (CAT). The tool suggests how to allocate budgets across 77 touchpoints on the effectiveness parameter as opposed to just reach. The tool has now been rolled out to over 25 countries and research is carried out in each country. The research that we have done through Nielsen is the largest survey done by any individual media house.

AG: Any advice for young media talents?

ND: Ask questions. Be curious. Media planners are not data operators. Get increments through promotions in your existing organizations, and not by jumping organizations. If one finds easy ways in the early years, the long-term usually proves difficult. | By Prabha Hegde [prabha(at)adgully.com]