As for the rationale behind this move, says Mr V Balasubramanium, national director, ATG-MCI Specialist Division of WPP MCI (Media Consumer Insight): “Our objective is to offer clients a complete solution right from targeting to scheduling. In fact, MindWare will provide 360 degree media solutions to the brand.”
MindWare will be launched in a month’s time across all WPP marketing offices in India. The key aspect of this tool, according to Mr Balasubramanium, is that it is totally customised to specific Indian markets by factoring in the respective media environment.
At present, WPP Marketing Communications’ specialist units include, Advanced Techniques Group (ATG), BroadMind, M Digital and Media Consumer Insight (MIG).
Says Mr Balasubramanium: “In fact, this is the only tool that links the pillars of planning process, targeting, market prioritisation, multi-media
objective setting and communication phasing. In essence, it is a composite tool with back-end database on markets, brands and media coverage.”
MindWare is not only just a tool with info from syndicated database, it also sucks the data from WPP MCI’s proprietary studies, 3D, Pathways and Consumer Voice.
“There is a clear integration of consumer insights and econometric modelling,” he adds.
As for the benefits of the tool, Mr Balasubramanium says that ultimately the client gets a focussed result-oriented media solution.
“We are not restricting the utility of this tool on planning alone, the applicability extends to buying as well. We are integrating this tool to the optimisor so that there will be a clear link to planning and buying,” he explains.
Further, the agency also plans to evaluate the post buys based on the metric set by MindWare.
According to Mr Balasubramanium, WPP’s proprietary studies will capture the market pulse and the resultant effect of the weights in the marketplace.
“This will go in as input for the next stage planning process,” he adds.
At present, WPP Marketing Communications comprises three operating units in the country—MindShare, Fulcrum, and Maximize.
The local clients include HLL, Pepsi, Kodak, Ford, Onida, Star, De Beers, Nestle and Electrolux among others. Currently, MindShare and Maximise are present in 60 countries and have 75 offices across the globe.