In 2017 DigitasLBi, looked to steer clear of industry buzz words like ‘content is king’, ‘data driven’, ‘customer centric’ and ‘social by design’ by building an agency rooted in ‘marketing transformation’.
It used the power of data to solve business problems through creativity, technology, media and customer relationships. It used its group’s Publicis.Sapient platform to tap into data engineering and study emerging technologies.
It also collaborated with Publicis Groupe companies like Leo Burnett for creative and Starcom on the media side. Other alliances with partners such as Sitecore and Adobe were used to deliver marketing technology solutions. The agency also implemented its global programmatic solutions offering, IDIOM, in India which helped it apply disparate data signals to marketing.
Agency Report Card 2017
Country head(s): Himani Kapadia, CEO – Sapient Razorfish and DigitasLBi India, Amaresh Godbole, MD – DigitasLBi India
Ownership: Publicis Groupe
While global realignment saw DigitasLBi lose out on Mondelez and Piaggio in India, the above strategy helped them deliver account wins which included HPCL, Nestle Nutrition, Jeep and Spice Style among others.
The agency invited clients to participate in workshops about CRM and analytics and also showcased its ‘Power of One’ offering to them.
Work that worked: