Advertisers have to figure out how best to use the mobile reach: Pranesh Misra

AG: What is the role of Brandscapes Worldwide and how it adds value to any business?

PM: Brandscapes makes brands more successful through the discovery of actionable insights. The insights can come from any source. One of the sources we specialize in is data analytics.

AG: We believe Jerry Roa is also associated with you in Brandscapes is this relationship is because of IIM-A connection?

PM: Jerry Rao is one of our key investors. Beyond that, he has advised me at all the critical junctures of this journey. I am lucky to have his support backing me up.

AG: You operate with many offices what was the reason behind so many office locations? Do you feel that your business require local presence and if yes why?

PM: International offices at this stage are required for business generation. Also, as we get more established, we will be having local consultants in each country - so that we are able to understand the local cultures of the countries in which we operate.

AG: You have completed more than two years in this business, what is the growth in number of clients and revenues?

PM: As I mentioned before, we are on track on revenue and staffing. This year we will cross $ 4.0 million revenue and our people strength will nearly double to 120. We have recently leased a large office in Chembur to be able to accommodate the new staff that will join.

AG: We do not see any telecom client in your portfolio; they are second biggest marketers in the country. Is there any special reason behind it?

PM: Majority of our clients are from outside of India. We are interested in Telecom, but have not had a breakthrough as yet. But we are hopeful of cracking something in this area soon.

AG: There was a slowdown in advertising/marketing spend in the past, what is your prediction about the present year (2010)?

PM: Since we were starting from a small base, the slow down did not affect us. Also, we are not really related to advertising industry so directly. We offer a great value equation to our international clients - something that was even more powerful during the recessionary years.

AG: Which are the top three sectors which will contribute to the growth of advertising/marketing industry in 2010?

PM: In India it will be Telecommunication, Consumer Finance and Consumer Durables.

AG: Recently we saw in UK digital media has over shadowed the traditional media in terms of advertising spend, do you see that happening in India? If yes, by when?

PM: The inflection point in India will come when 3 G or 4 G technologies arrive in mobile phones. This would be the first significant digital media in India - it will probably take two more years.

AG: India is the second largest mobile using country in the world (close to 500 million users) do you think mobile can be an effective media vehicle for the brands? If yes do you think there should be a specific mobile media strategy?

PM: Yes. And Yes. Advertisers have to figure out how best to use the mobile reach without carpet bombing text messages. Being creative, using permission based marketing would be the keys to success.

AG: Who are your biggest competitors and what is the scalability module?

PM: In our space we have several small competitors. Some of them are small shops like we were a couple of years back. Some of them have been merged with large BPO organizations like WNS. The market is huge - finding funding is not difficult once we get some good client relationships. So, the scaling up would happen around key client relationships. We are also looking at developing products that can lead to rapid scale up as well.

AG: Your client list comprises of many big brands, can a small brand afford your services? If yes what are the kind of packages you operate with?

PM: We are not averse to taking on small clients. Some of our smaller clients do implement our advice more effectively and reap the benefits. Our big clients give us the learning experience as well as scale. Our big clients help us attract talent.

AG: What are the challenges you have faced as a start up?

PM: Too many to talk about. Everything is a challenge, some large, some small. But main challenge is getting new business - once you get the tap to open up, rest follows.

AG: Any specific message you want to communicate to media, marketing and advertising fraternity?

PM: You are blessed to be in one of the most exciting and innovative management careers - make the most of it. Times are changing rapidly, so keep an eye on the future. It might overtake us before we know it.

AG: What Pranesh Misra does when he is not helping his clients?

PM: I love to travel and read. My wife and I are now learning Salsa dancing - and we hope we will master it soon. I would like to get involved in teaching.