Happy mcgarrybowen: Dentsu’s new collaborative community

By: | Updated: January 10, 2017 7:33 AM

Cohesive offerings by agencies are the need of the hour with technology impacting all media channels equally. This was an important factor for Dentsu Aegis Network’s mcgarrybowen as it entered the Indian market with Dentsu acquiring Happy Creative Services.

Being the first mcgarrybowen agency in India and under the Dentsu umbrella, Happy mcgarrybowen has a lot of competition not only from other leading creative agencies in India, but internally as well.Being the first mcgarrybowen agency in India and under the Dentsu umbrella, Happy mcgarrybowen has a lot of competition not only from other leading creative agencies in India, but internally as well.

Cohesive offerings by agencies are the need of the hour with technology impacting all media channels equally. This was an important factor for Dentsu Aegis Network’s mcgarrybowen as it entered the Indian market with Dentsu acquiring Happy Creative Services.

Being the first mcgarrybowen agency in India and under the Dentsu umbrella, Happy mcgarrybowen has a lot of competition not only from other leading creative agencies in India, but internally as well. But founder and chairman Gordon Bowen remains unfazed. “The best way to win new business is to do great work for clients and build powerful stories. A happy client is your best tool. They say things about you that you can’t say about yourself,” he exclaims.

Thus, the aim in India is to solidify clients with impactful work, and bring strategic consumer practices and processes that the agency follows across the board. With global clientele, Bowen wants to treat Happy mcgarrybowen as a collaborative community by engaging with clients and working across the global agency’s portfolio.

With offices already in Singapore, Shanghai and Hong Kong, India featured next in Bowen’s scheme of things due to its rapidly expanding society and the attitude of the people working together in a community of mutual support.

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“Our vision for the future of the agency was not to build 120 offices around the world. We wanted to go where we thought the talent was going to be,” Bowen explains, “And when I looked at the size of a market like India — we looked for a strong strategy and creative vision, and agencies for the business stories they had been telling. We looked for people whom we thought really care about their clients and client businesses because they had stories to tell that were strong.” Having identified Happy’s work for brands like Flipkart and Ola Cabs, Bowen felt the agency would be an important part of mcgarrybowen’s offering in India, which is known for creative and emotional campaigns in the West.

Bowen claims that advertising in India is incredibly sophisticated with high production values that are not nearly the cost as in the US. The use of music and the high level of performance had him intrigued. “It seems that the consumer here is very family and relationship oriented.”

Being famously known as the creator of emotional blockbusters back home, Bowen aims to leverage this strength in India as well. Consumer insights, the power of music and sound, and strong storytelling are the three ways in which Happy mcgarrybowen aims to create an impact in India.

But the biggest challenge for creative agencies right now from a global standpoint is the clutter. Secondly, there are rational differences between products and categories but functional differences are very miniscule, and one needs to find the right way to reach a consumer, which Bowen feels can be done through an emotional connect.

He says, “The best campaign in my view is where you are fighting clutter and offer an intelligent and a focussed strategy to understand your consumer.”

With digital being the new go-to, advertisers are increasingly reaching out to consumers through various digital channels. However, they need to understand that it is not the solution as one still needs to have a creative output.

“I think clients are wondering how they can hold all the communication together inside and outside the company. Secondly, how do I move the consumer from impact to act, what drives them to the store to buy the product…so that is the reason clients want synergised campaigns,” Bowen says.

This is the synergy that Bowen aims to drive between Happy mcgarrybowen, Dentsu Aegis Network and the global network mcgarrybowen going ahead, to strengthen Dentsu Aegis’ creative offering in the market.

@chandni_mathur

Chandni.Mathur@expressindia.com

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