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Leo Burnett launches rural marketing unit Leo Burnett Experience

Executive VP Vandana Verma will oversee the division's operations. Besides rural marketing, the specialist unit will focus on activation, events and exhibitions

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Leo Burnett launches rural marketing unit Leo Burnett Experience

Leo Burnett launches rural marketing unit Leo Burnett Experience

Executive VP Vandana Verma will oversee the division's operations. Besides rural marketing, the specialist unit will focus on activation, events and exhibitions

BestMediaInfo Bureau | Delhi | September 8, 2015

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The Leo Burnett Group India has launched Leo Burnett Experience, a specialist unit that will focus on rural marketing, activation, events and exhibitions across metros and 5,000 small towns and cities.

Vandana Verma, Executive Vice-President, Leo Burnett Experience, will oversee the division's operations. She will report to Group CEO Saurabh Varma and will be based out of Leo Burnett India's Mumbai office.

Apart from Verma, the leadership team of Leo Burnett Experience includes Nishith Sharma, National Creative Director; Ankit Grower, Head of North and East; Pratik Maitra, Head of South; Sandesh Shetty, Head of National Operations; and Kiran Dodiya, Head of West.

Leo Burnett Experience has a pan-India presence with a team of 40 professionals working on brands such as Dabur, Vodafone, Uninor, McDonald's, ITC Foods, OnePlus, Amazon, P&G, Fiat, Axis Bank, Ruchi Group, and Bajaj Discover. The unit seeks to offer a unique solution for brands and operates under its global philosophy of 'Play, Buy, Share'.

Saurabh Varma, CEO, The Leo Burnett Group India, commented, “One of our key HumanKind pillars is participation. It is my belief that the future is in creating experiential platforms. Our unique methodology of 'Play, Buy, Share' gives Leo Burnett Experience a truly differentiated offering. Already it is the fastest growing part of our business. And our ambition is to add technology to create immersive experiences for consumers.”

Throwing more light on the division's offering, Verma said, “ROI is the biggest black hole in India's experiential industry. None of the existing agencies seems to effectively manage crisis and identify likely risks that affect ROI. At Leo Burnett Experience we give foremost importance to foreseeing risks and managing real time crisis to maximise the output for clients. Our revenue growth has been significant in the last 18 months. Going forward, we will build on this momentum and surpass the industry average growth of 25 per cent. We define our objectives clearly and develop strategies based on HumanKind's philosophy of building brands and changing human behaviour using creativity. As for the most exciting opportunity – it is the rural markets, where brands are increasingly demanding strategy-based experiential services – a big gap in the industry which we will address. These are surely exciting times at Leo Burnett Experience.”

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