The appointments represent the first time Yahoo has opted for specialists in each field. Neo@Ogilvy launched earlier this year, following the break-up of Ogilvy & Mather and MindShare's jointly-created mOne unit.
Neville Taraporewalla, Yahoo India director and country GM, said the key challenge was customer acquisition. "During the adoption stage, we need to work with partners who not only understand our requirements, but also our consumers," he said. Canco Advertising had handled Yahoo's media dutites for the last three years, while Digital Driftwood handled creative.
Neville Taraporewalla, Yahoo India director and country GM, said the key challenge was customer acquisition. "During the adoption stage, we need to work with partners who not only understand our requirements, but also our consumers," he said. Canco Advertising had handled Yahoo's media dutites for the last three years, while Digital Driftwood handled creative.
Taraporewalla said one of the key elements of the communication strategy would be connecting with consumers from smaller towns, with a large percentage of users to adopt the medium in the next 18 months are being tipped to come from such areas.
TME's Mumbai-based president Anupriya Acharya said the agency would think beyond regular communication solutions given the brand and category Yahoo operates in. "There is a dearth of data, fragmentation of usage in terms of sites and genres and offerings are so varied that for each product, the target group differs. There are no ready, tried and tested solutions."
