Ignitee's Ramani & Harminder Datta set up media consultancy firm

With consumers at the centre and not media, the agency has been interestingly named Parietal Innovative Solutions

Neha Saraiya | New Delhi | October 18, 2011

V Ramani, Co-founder and Vice-chairman, Ignitee, has floated a media consultancy firm with Harminder K Datta, former Chief Strategy Officer of the company. The agency that started its operations yesterday has been named Parietal Innovative Solutions.

Confirming the development to BestMediaInfo.com, Ramani said, “It's been a thought that we had been talking about for the last five-six months. Finally we took the plunge to do it rather just planning about it. It's a passion that we both share as we believe we can contribute to a lot of things to shape the media around us.”

On the name Parietal Innovative Solutions, Datta said, “It is the lobe in the brain that is responsible for making sense of all the information around you.”

Ramani said the agency would not work on a conventional agency model, but will develop a client partnership model, focussing on aspects such as brand salience, brand disposition and affinity growth.

The agency, which seeks to be part of a client's volume game, has kicked off with two clients, including Ignitee Digital Solutions.

“We are redefining what we all know as media and looking at tying all the strings of consumer touch points,” elaborated Datta.

Talking about future goals, Ramani said, “We just want to work with the philosophy behind Parietal and be able to say no to clients who are not open to newer ideas.”

Neha@BestMediaInfo.com

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