New brand position iEngine launched at Madison Media

Madison Media has appointed Ruby Bana as their chief strategy and insights officer for their Bangalore office. Bana has over 17 years of experience in the industry. She has worked with quite a few media agencies namely Havas Media, Maxus and Group M. She has worked on brands like Danone, Reckitt Benckiser, Britannia, Titan, Himalaya, Phillips, Shoppers Stop, Mitsubishi among others. Prior to this, she was with Havas Media where she was the chief intelligence officer for Havas Media APAC Region. She was based in India, but covered the territory of India, China, Indonesia, Australia, India, Singapore, Thailand and Malaysia.

On her appointment, she said, "As a strategic planner, I am excited by the opportunity to work hands on with an enviable portfolio of Madison Media clients and join at a time when Madison is re-engineering its approach to enable clients to leverage the evolving and challenging new media and communication landscape. I am looking forward to the challenging and exciting mandate."

Commenting on the news, Punitha Arumugam, group chief executive officer, Madison Media, added, “I look forward to Ruby enhancing our current offering with a strong qualitative perspective, backed by consumer insights and relevant research partnerships. In addition to driving our strategic product on key accounts, Ruby will also focus on building our knowledge centre for critical consumer segments.”

In addition to this, Madison Media has also announced the launch of its new brand position which has been described as iEngine. Added Arumugam, "We have been a lot of things to a lot of clients, we thought of systematizing it and putting it all in one place by showing what we stood for and giving a brand position to each service we provided to our clients, in order for them to excel in a particular sphere."

She explained that the idea of a new brand position triggered in one of the recent leadership meets of the agency. While 'Engine'  reflects forward looking systematisation, the 'i' in 'iEngine' would vary from client to client depending upon the different services being provided to them. "For one client it could be innovation engine, for another investment engine or insight engine", she said. Noting on the significance of 'i' she mentioned how it so happened that almost every service they were offering to their clients somehow began with an 'i' and hence justified the relevance of 'iEngine' further.