Vizeum gets set to talk “with” consumers with new service

Appoints Anand Kumar, formerly with Network 18 Group, as Associate GM – Engagement Planning

BestMediaInfo Bureau | Delhi | February 29, 2012

Aegis Media's Vizeum India today announced an added layer in its suit of services in the area of active consumer engagement and has roped in Anand Kumar as Associate General Manager – Engagement Planning

Confirming the announcement, S Yesudas, Managing Director, Indian Sub-continent, Vizeum, said, “As the communication channel choices increase and the limited time at the consumers' disposal further shrinks,  we believe we need to focus on engaging with consumers on different occasions and different states of mind based on the same strategic thread of the overall communication. Anand's appointment is in line with this.”

Yesudas further explained, “Passive advertising sells a particular product and makes the consumer walk to the point of sale. However, there is a good chance that the consumer might walk out with a totally different brand because of some dynamics at the point of sale. On the other hand, had there been reinforcement of the message once again in the consumer's mind as actively as possible just before the decision to pull out the wallet,  chances are that the same brand would have been benefited. Both these scenarios call for different consumer engagements – the former talking “at” the consumer and the later talking “with” the consumer. Talking “with” the consumer is all about actively engaging them at a different state of mind.”

Kumar has a Bachelors in Visual Communications, Masters in Journalism & Communications and MBA (Sales & Marketing), and has close to nine years' experience in the relevant field of operation. His last assignment was at the Network 18 Group. He will be based in Mumbai and will report directly to Yesudas, while working closely with the Heads of the three Vizeum offices.

Commenting on his joining Vizeum, Kumar said, “Vizeum India today is a strong and credible agency in just less than two and a half years. Their well articulated understanding of talking “at” and “with” consumers can further enhance thought leadership status. I look forward to working closely with the leadership team in Vizeum as they move to the next level of aggressive growth and consolidation story.”

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