GOZOOPGroup has entered into a strategic collaboration with Puretech Digital, a 360-degree digital marketing agency to further enhance and strengthen their brand and media performance capabilities, under a new umbrella known as GZPure.
exchange4media spoke to Rohan Bhansali (Chairman and Co-founder,GOZOOPGroup) and Prashant Deorah (CEO, Puretech Digital) about how GZPure has brought together capabilities in a digital world populated by both first-time users as well as digital natives.
“Brand managers are rapidly looking for agile marketing partners who can provide cost-effective integrated solutions. Network agencies are too hierarchical and non-adaptive. As an independent agency,GOZOOPGroup and Puretech Digital are at an advantage to fulfil this need with GZPure, as we have multiplied this advantage. Puretech is best in Performance Marketing whileGOZOOPGroup is strong in creative and brand reputation,” says Bhansali, pointing out that GZPure brands have access to an integrated experience in its truest sense.
Rapidly clients are looking for integrated offerings, marketers today offer solutions across a customer's journey, the entire lifecycle. “This is exactly what we are endeavouring to do with our collaboration. From awareness to advocacy, our combined force can harness the true power of digital that has to offer for every brand,” says Deorah, adding that the new endeavour hopes to offer new value to its customers both internally (through cross-learning and skill building) and externally (through integrated offerings).
According to the two, the vision is simple, as agencies compound their capabilities to provide solutions to brands according to their needs. Deorah adds that when it comes to balancing creative strategy with performance and programmatic advertising, “One cannot do without the other; it's like two sides of a coin. Creative strategy, creative communication and brand strategy drives the advertising strategy, media planning thereby its execution and implementation.”
“Nowadays everybody claims to be integrated but for the fact that each agency has a DNA that comes from its best, GZPure is a product of this realization. In my opinion, GZPure is a first-of-its-kind landmark collaboration among independent agencies. Our vision is to be a 100Cr in topline by Year 3. We are already halfway there in Year 1,” asserts Bhansali.
Deorah adds, “Rohan and I both totally realize that one firm cannot have all the skills at optimum levels. We are in a world where synergies will enable growth going forward. One team, one experienced approach, and each one puts their best foot forward. The vision is to provide customer delight for our existing and potential customers by delivering business impact through our collaborative solutioning.”
“Just as big banks are too big to fail, advertising networks are too big to succeed,” quotes Bhansali, saying that independent agencies are the future and the world is getting more and more disruptive.
“A recent example is how networks responded to Covid-19 with the usual cost cuttings, salary decrements, headcount reductions, etc. I don’t blame them. They are more responsible to their shareholders than they are to their employees I guess. Independent agencies responded with much more valour. In fact, we announced appraisals in June 2020. We don't mind sacrificing the short term for the long. We kept our people first. Advertising is all about people. It’s sad to see how networks have killed the soul of some really creative outfits. They just tapped the soul from the roots,” he says.
Bhansali adds that independence is the future, and he has a lot of respect for outfits like Weiden+Kennedy who have stayed independent and true to their course. “On a side note, it's great to see R K Swamy filing its DRHP togopublic soon as an independent non-network agency.”
