Tracylocke steps in!
As shopper marketing as a concept and practice gains traction in India, we have the leading global shopper marketing agencies setting foot in the country. The latest entrant in the Indian shopper marketing terrain is TracyLocke one of the most awarded shopper marketing agencies of the world has partnered with DDB Mudra Group and planted its roots here. We chat up with Pratap Bose, COO, DDB Mudra Group about this venture.
DDB MudraMax, we knew we had the perfect fit. We look forward to delivering to our clients a unique brand of shopper marketing relevant to each segment of the Indian market. Additionally, we hope to share proprietary marketing tools that we can take from India to the rest of the world.” TracyLocke in India will be heavily concentrating on the retail & shopper marketing side of the story because shopper marketing as a concept is relatively new in the country. “To begin with we will concentrate on shopper insights specific to categories we work in, because in our view you it is too ambitious to aim to be an expert in every single category for shopper marketing.” indicates Pratap. already run a large media operation therefore consumer trends can be derived from therein. Further on we also have a strong implementation team in the form of our rich trade marketing arm.” Although even with the existing support TracyLocke in India is planning to have a team of 15 people exclusively for shopper marketing. Currently TracyLocke’s global roster of clients include some leading brands such as HP, T-Mobile, Starbucks, Johnson & Johnson, Gatorade, Tropicana, PepsiCo, Sony and Unilever’s Lipton. TracyLocke India will be managed by Pratap, “The entry of TracyLocke complements the DDB MudraMax “feet-on-the-street” strengths and given our huge footprint in India, I believe that the TracyLocke India model will certainly add huge value to both our global and retail brands.” claims Pratap. While this happens we also know that shopper marketing in India is still in its nascence does a question to ask here would be, is it a viable idea to start a shopper marketing agency in these times? To which Pratap says, “Yes! Shopper marketing in India is surely at a nascent stage, there are CMOs who don’t get shopper marketing, there are some who have it as a niggling thought but either doesn’t have the bandwidth or the conviction. But then the onus lies on any and all shopper marketing companies to make them aware of how will it benefit their brand. Also India is a country where shopper marketing will be of utmost importance due to the varied formats it has.”