Bhawana Anand, New Delhi
The co-founder of Street Talk agency, Naveen Paul moves out of the partnership to begin his own agency named- Nine Red. The new agency has already initiated its operations in Delhi and planning to start business in other metro cities- Mumbai & Bangalore pretty soon. The focus point of the agency will be BTL solution which is going to include OOH, Retail, Shopper Marketing, Consumer Activation & Engagement and Event Based Marketing.
Speaking about the launch of his new venture, Naveen Paul clarified, "Nine Red is not any another start-up agency; people who believe and share his vision back him." As of now, Nine Red has got an experienced team on-board, who have the experience on similar lines and successfully designed and executed similar campaigns in the past.
With Nine Red, Naveen plans to provide solutions that are focused on ever evolving consumer needs. He feels each marketing problem is unique and deserve to be treated differently, the age of one-bill fits all is over. "The traditional OOH, Retail, Event agencies etc. are one-dimensional and inward focused and can only provide domain solutions. However, in today's age where brands are managed more by consumer rather than brand managers, there exists a sweet spot for nine red, who with the help of Consumer Insights and Big Data can mount full BTL campaigns", explained Naveen.
But why did he plan to capture the BTL market exclusively? "Lot of quality time of top management is spent on the creative process and balance on traditional ATL plans. Usually, BTL is not considered sexy enough and hence is not given its due", articulated Naveen.
The veteran started his career in advertising; he went on to work with R K Swamy/BBDO, Rediffusion DY&R, Percept/H & Bates India. Moreover, Naveen has worked with some blue chip companies like Samsung, GE-SBI, Airtel, Idea Cellular & Spice, where he was responsible for various marketing roles.