A new creative paradigm

Rediffusion DYR steps into seventh year of Sri Lankan operations

By Darshana Abayasingha
Moving into its seventh year of successful operations in Sri Lanka, Rediffusion DYR is set to embark on its next level of growth – ready with an all encompassing strategy to add value to its consumer, clients and employees alike. To drive that growth, the company has appointed Rohit Misra as Chief Executive of its Colombo operation, and he told The Bottom Line that Rediffusion DYR aims to be the “best-in-class in of service-delivery, and drive profitable growth for clients all round”.

Misra detailed changes in Sri Lanka’s advertising and marketing communications landscape, and proper identification and action would pave the way for the industry’s future, he said. “Firstly, consumer perspectives are changing. You could choose to look at things in a pessimistic manner and cry about high inflation, unsavory macro-economics, consumer-spending being low – but they could very well say ‘we wont put our lives on hold’. The people and country are resilient, and we need to understand the changes that are taking place within that sphere. If only we understand the ‘language’ of the people, could we as a company build bonds with the consumer and deliver good client service,” Misra said.

He also pointed to change amongst clients and the way that agencies does business – which has compelled the industry to think outside the box in order to remain competitive. Misra pointed to the advent of a fifth mobile services provider (reaching out differently to consumers) and the prospect of developing and managing the loyalty programme of the national airline as new frontiers and challenges for creative agencies that take them far beyond advertising and communications. “There is change taking place in the market and that is bringing new opportunities. We must be competitive to grab what’s in store, or let someone else take the lead,” he asserted.

How will Rediffusion DYR do it? There’s a lot to do with people, and Rohit Misra’s arrival is the first step towards achieving that change. The company would look to recruit people across the board, but as opposed to hiring big names it hopes to create an environment in which people would want to come in and give their best. Where the company and its people could learn about each other; and if it appeals to both parties its (hopefully) just short of match made in heaven. Rediffusions’s philosophy is not simply to work with clients, but also to work amongst itself to create a best platform. Misra added that his company would adopt skills, brand and loyalty tools that Rediffusion employs across the world, and introduce integrated marketing services, which he believes would make a substantial difference in acquiring, retaining and developing customers. The company would find new ways and new channels using media relations to communicate and energise its client base.

“We aim to be best in class. We would look at how our clients rate us, do they believe we can give them the solutions they require. We would talk about their business, where it’s going, where does the client want it to go, what issues might it face…We would create open discussions with clients, and chances are you are going to break into some innovative thinking. Rediffusion is looking at new people, better-trained people and new tools to engage every touch points. We would look to map out a day in the life of consumers and find touch points to explore in order to design what’s best. We must have communication that excites and entertains consumers. In building business for clients we have to drive profitable growth,” Misra averred.

Rediffusion DYR will measure its success through uptake from consumers, through the success of its clients service and its contribution to growth. In terms of creatives, it hopes to create work which anyone else would say: “I wish I did it”. And if it wins an award in the process – so much the better... But awards alone can never be the measure of success.