Rohan Kanchan is a Managing Director at Weber Shandwick and leads the corporate practice in India. A marketing & communications professional with over 15 years of experience, Rohan is also chief strategist for Weber Shandwick’s diverse client set across the country. He is tasked with initiating forward thinking and adopting integrated campaign planning across client groups.
There is a very simple credo that we follow , the basic premise of our relationship with clients is engaging always. Engaging always by its very nature, such as you are constantly looking at what’s the value proposition, where is the industry going, where the corporate imagery is leading up to and then consistently its about how do we do more in terms of engagement with the client and its consumers. We have a campaign led approach. It does not matter whether it’s a consumer client or a corporate client. Primarily what matters is what’s the end goal and how we deliver a proposition that is interesting to the client.
Weber Schadwick globally has always been ahead of the curve with pathbreaking products, innovations, services and its that philosophy that we have also brought to our Indian clients as well. We have had many firsts like a studio setup and content creation. The basic premise of an approach to a client is engaging the client and second lies with how do we work with the client. Content has been the driver for us irrespective of it being for a digital format or traditional format. We have looked at social from a very different length. We got some of it from our Asia Pacific market to the Indian side. We have a pathbreaking product called Fire Bell which is the first to the industry which is actually a stimulator mapping whatever is happening in the social space including Facebook,Twitter and we are developing a few more to that. It helps the brand to get a better interface and proper understanding of what they are up against. So grills down to the tactical strategies rather than just laying over the big picture approach.
CREATION IN MERGERS
I think challenging times have always existed. It isn’t about India companies or MNCs any more. We have a lot of global players in the market. All the firms today have the same challenges. The industry is evolving. It’s how soon are you able to adapt to those changes. Being such a large group we have an advantage as we have undergone different market cycles. We have an exposure with pretty much all markets in the world. We bring with us a developed and developing marketing experiences. Having said that it also boils down to local nuances and understandings.