Media veterans Nitin Jain and Rema Harish have launched a specialist consulting firm, Domor Communication Consulting. A company statement says that the idea behind launching the consulting firm was “to help advertisers and allied businesses improve marketing effectiveness.” The new venture has been established in strategic partnership with consultancy firm R3.
Jain has 22 years of experience in the advertising, media and television across companies like JWT, MindShare, and Viacom. Harish has 20 years of experience across strategic planning, research and consumer insights at JWT and GroupM.
“Over the past few years, the separation of the creative and media functions has caused a substantial erosion of the synergistic approach between the marketer and his brand communications agencies. This has led to less effective brand building. The problem is now exacerbated by the multiplicity of agencies offering overlapping services. Each agency offers strategic advice but not all of it connects back to the core brand values,” says Jain.
Adds Harish, “The marketer is increasingly not getting enough advice on ‘what to do’ and ‘what not to do’. The focus instead is on ‘how best to do something’. Marketers are resorting to external audits hoping to fix the problem, especially in the media space. The audit ends up being a mere postmortem of what can be measured rather than being a constructive, diagnostic critique. The auditor is rarely around to either identify the problem or to provide solutions”.
The agency’s gamut of services include process audits and advisory to identify areas for improving effectiveness; pitch consulting to identify and select the right agency; media strategy advisory to shift the focus from channel choice to true investment and platform decisions; ideating to build brand property, resting on core brand values and valuation and measurement of tentpole media properties.
A company statement says that Domor will also engage with media agencies in the areas of pitch management and advisory, incubation of new initiatives and offer strategic planning support. It will also consult with media owners in the areas of sales strategy, ideation and creation of media properties and capability building. The consultancy will work on a flexible engagement model, with remuneration de-linked from advertiser spends. The agency says it is currently engaged with Ferrero India and ZenithOptimedia.