The company will engage consumers and deliver brand strategy across all communication touchpoints, with digital at the heart of the experience
BestMediaInfo Bureau | Delhi | March 21, 2013
Meera Sharath Chandra, former ECD of Momentum Worldwide UK and former MD of WPP company Syzygy UK, has started her new company, Tigress Tigress. An international award-winner and jury member in the digital and integrated communication space, Meera brings her achievements across global markets like the US, the UK, Hong Kong and India to her new venture. Her experience in wearing both Head of Agency and Head of Creative hats adds a unique dimension to her new and differentiated foray.
Tigress Tigress will engage in higher order conversations and delivery on overall brand strategy and consumer engagement across all communication touchpoints – with digital at the heart of the experience. The company will have three distinct revenue streams under it.
The first will be digital-led integrated communication, which will specialise in totally joined-up communication, focusing on digital. A truly media neutral approach to communication and a distinct global edge in digital and social media positions Tigress Tigress away from the conventional offerings.
Second is the trademarked Rainbow Hashtag, which is a new and unique concept targeting corporate spends in aspects that are high on a CEO’s governance charter with a focus on four key areas: the red cross - Healthcare and Social Causes, the blue cross - Animal Welfare and Protection, the green cross - Ecology and Environment, the yellow cross - Fitness and Sport.
The third is multicultural marketing, which will focus on a new and emerging target segment that marketers cannot ignore – the ethnic minority groups (initially in the UK). This specialisation recognises the potential of a significant and ever-increasing diaspora, one that is growing not just in numbers but in purchasing power and advocacy.
Tigress Tigress aims to provide creative business solutions to address advertisers’ marketing challenges. Seen through the lenses of a CEO and CCO, the solutions will be creatively distinctive and innovative, yet equally responsible and accountable. Keeping a truly media neutral approach, the company will use the digital medium extensively and create a distinct edge in digital and social media.
Commenting on her new venture, Meera Sharath Chandra, Founder CEO & CCO, said, “At Tigress Tigress the thinking is new-age. The communication goes where the consumer goes and therefore the online world is the start point and not the after-thought. The company will provide extremely differentiated experiences by creating one-of-a-kind consumer engagement models, with digital always at the heart of the innovation.”
She further said, “Tigress Tigress is very definitively and sharply positioned but that is what separates it from the rest of the eco-system. With a three-pronged go-to-market strategy Tigress Tigress is on the hunt for marketing challenges and creative solutions. Today’s landscape requires a fearless and ferocious approach which is why there are three unique models of engagement with advertisers – the Just-in-Time business model, the Percentage-of-Sales revenue model and the Return-on-Innovation creative model.”
The Just-in-Time business model will bring to the table the right talent specially handpicked for each assignment. The Percentage-of-Sales revenue model is a bold part fee and part percentage of sales remuneration structure; and the Return-of-Innovation creative model lays emphasis on a high creative quotient and an equally high attention to outcomes.
Sharath Chandra is an integrated creative professional with 30 years of experience. She has been on the juries of Cannes Lions, One Show, Clio, Art Directors Club and New York Fest and a winner at the Webbys, New York Fest, One Show, Cannes Lions, Asia Pacific AdFest and London International Advertising Awards among others.
She has worked as President & National Creative Director at RMG Connect (JWT) and also at DDB where she was National Creative Director across five units – Tribal DDB, Rapp Collins, DDB Health & Lifestyle, DDB's ambient/outdoor unit and its events and promotions company. Prior to Momentum Worldwide UK, she was Managing Director at Syzygy UK.
She is a regular speaker at international forums, such as the Latin American Advertising Festival, Eurobest, WHO Geneva and the One Show. As an entrepreneur, she has been on the board of an Intel-funded dotcom enterprise servicing clients in the US, Europe and Hong Kong, leading a 250-strong team and was also a member of global task forces on brands such as Nestle, Unilever, Ford and Citibank. She feels richer from the experience she has got working in the US, the UK, Hong Kong and India.
She is a mentor at the School Of Communication Arts, London, and also a contributor towards the WWF ‘Save the Tiger’ initiative.