OMD India’s CEO, Anisha Iyer, has a clear agenda for the agency and a straightforward plan to achieve it. Her main focus for 2023 is on growth. She believes that having multiple agendas can make things convoluted, so she is concentrating solely on driving the agency’s expansion.
Under Iyer’s leadership, OMD India has undergone a comprehensive transformation journey across its products, talent, and processes. The company has incorporated successful products from Western markets and now boasts a young team with a long-term vision.
Iyer has divided the growth agenda into two parts: hunting and farming. The agency will farm new business by plugging any gaps in existing accounts, developing new services, and seeking new mandates. Hunting, on the other hand, involves targeting specific sectors and products to sell.
Iyer is not afraid to offer specialist services and expand the agency’s business through allied products and services, rather than solely focusing on core offerings. For example, when approaching a potential client, OMD expressed interest in becoming their e-commerce Agency of Record (AoR) instead of pitching for media agency business. This approach showcases the agency’s flexibility and willingness to provide specialized solutions.
OMD India has seen success in the past year, winning six major clients and retaining two important accounts. The agency is also looking to explore opportunities with start-ups, despite their limited marketing budgets. Iyer believes that betting on multiple start-ups is essential, as even one success can make the investment worthwhile.
Additionally, OMD is redefining key performance indicators (KPIs) for the brands it works with. Instead of focusing on metrics like awareness scores, the agency prioritizes aiding brands in “selling more.” By aligning with the CEO’s business goals, rather than just the CMO’s marketing metrics, OMD aims to have a seat at the table with the CEO every quarter for at least six major clients.
Iyer emphasizes the importance of delivering on business goals over pursuing fancy innovations that win awards, especially during challenging economic times. She advises brands to spend their advertising budgets judiciously and suggests scaling down unnecessary media spending when packaging or other factors play a more significant role in driving sales.
Acknowledging that media planning can be influenced by cognitive bias, Iyer aims to rely more on data and scientific research rather than personal opinions. She values honesty and transparency, as clients appreciate straightforward and candid advice.
Overall, Iyer’s measured yet candid outlook towards the media business is a refreshing approach that aims to deliver tangible business results for clients while fostering long-lasting partnerships.
