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Biggest challenge is to convince media planners OOH is the best way to leverage brands
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Sunder Hemrajani
Times OOH managing director Sunder Hemrajani is a leading light in the Indian out-of-home industry. A seasoned professional, he has been a crucial element in formulating successful media strategies for FMCG as well as consumer durables brands with an almost perfect understanding of the dynamics of brand communication. Affable and articulate, Hemrajani has held senior positions in PepsiCo, Reliance and Whirlpool before joining Times OOH. His company now holds advertising rights to both the Mumbai and Delhi airports. Times OOH’s portfolio also includes designer bus shelters in Mumbai, Metro stations and the DND flyway in Delhi. Despite the not-so-good news emanating from the economy, Hemrajani remains optimistic. He feels the huge infrastructure spending would come to the rescue. He also says his commitment to internal capability building and ushering in innovations would not see any let up despite the current economic slowdown. Dwelling on the obstacles in the Indian context, Hemrajani says convincing media planners that OOH indeed is the best way to leverage their brand is the biggest challenge. Excerpts from Sunder Hemrajani’s interview with network2media’s J R Bashyam.
Monday, 25 May 2009 07:00 (IST)
The role of OOH in the media mix will become more significant
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Annie RickardAnnie Rickard, president, Posterscope Worldwide, was a founder of Posterscope UK and became its CEO in 1995. Since 2001 Rickard has led the development of the global network which is now Posterscope Worldwide, with over 500 people in 39 offices around the world. Posterscope was set up in 1982 in the UK as Harrison Salinson with four owners, one of whom was Rickard. The company was formed at a time when the closure of British Posters meant that agencies found it difficult to buy short-term campaigns, and existing specialists were geared to handle mostly long-term holdings for advertisers in the cigarette and alcohol categories. In this interview with network2media editor-in-chief Kalyan Kar, Annie Rickard talks about the global OOH market and Posterscope’s plans for India.
Saturday, 02 May 2009 17:55 (IST)
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