Rediffusion Y&R launches Brand Conversations

Rediffusion Y&R has announced its proprietary approach called Brand Conversations. The concept is built on the premise that in today's world, brands need a real, ongoing two-way conversation with consumers to recognise that the brand is not just what resides in the consumer's head, but is actually co-created with them. Brands today need to learn how to dance with their consumers.

Rediffusion has created an indigenous toolkit - PlayDo - to deliver Brand Conversations. Conceived together by Arvind Mohan, group CSO, Rediffusion Y&R, and Divya Radhakrishnan, president, TME and Rediffusion Y&R PR, PlayDo leverages the unique competitive advantage of a powerful in-house media organisation in the Rediffusion Group.

This toolkit removes any preconceived notion of choice of medium and focuses on a thorough understanding of the business case, arriving at a powerful agenda for the brand and then delivering it through the Conversation Idea and Conversation Neighbourhood.

Mohan explained, ''The role of branding and communication needs to be re-imagined today. Our world view is built out of a broadcast model, where the marketer is in charge and the primary mode of communication is one way - from one to many. In the many to many two-way world, the consumer talks back and what consumers are interested in talking about is far more important that what brands want to talk about. The question no longer is 'did I deliver the message to the right address', but what conversation did that message start.''

Radhakrishnan adds, ''The key challenge is to identify the right neighbourhood, that is, the appropriate environment where it is best for the consumer to have a conversation with the brand.''

Over the last two years, Rediffusion Y&R has partnered with high profile consultants such as Hewitt, KPMG, Grant Thornton, Superstar Business Solutions, NexSales, etc., to outline their various people, process and HR initiatives over the last couple of years.