MxMIndia

Tag: Genesis Burson-Marsteller

  • Yu Yu Din, currently Head of Digital, is relocating to her home country

    Vijay Sankaran appointed Director, Digital Strategy at Genesis Burson-Marsteller

    By A Correspondent

     

    Vijay Sankaran

    Genesis Burson-Marsteller has announced the appointment of Vijay Sankaran as Director, Digital Strategy, heading GBM Digital Studio, a Centre of Expertise that provides specialised services and counsel to meet the needs of its clients.

     

    “Vijay’s appointment reflects Burson-Marsteller’s commitment to strengthen focus on building digital strategies that meet the needs of our clients. Vijay is a key addition to our leadership team and he will provide critical support in articulating digital concepts and solutions in a clear and compelling way to our clients,” said Nikhil Dey, President, Genesis Burson-Marsteller, India & South Asia.

     

    Yu Yu Din, currently Head of Digital, is relocating to her home country, Myanmar. She will be moving on from the consultancy by the end of 2014. Vijay will spearhead GBM Digital Studio and drive the opportunity space for Genesis Burson-Marsteller and its clients’ digital presence; creating innovative ideas that bridge digital and public relations as well as digital and marketing, to provide solutions and services that are driven by consumer insights. GBM Digital Studio comprises of a strong team of digital strategists, creative specialists working on digital and social media mandates for clients across corporate and financial, brand and consumer, telecom and technology, and health and wellness practices.

     

    A seasoned communications professional, Vijay brings with him a wealth of experience spanning advertising, digital marketing, public relations and social media. Before joining Genesis Burson-Marsteller, Vijay worked with Social Wavelength, a social media agency as Director, Digital Strategy and Planning. He has also worked with Edelman PR as Head Digital and Nokia Siemens Network as Head Social Media, a global role.

     

  • GBM will position and establish TEDxGateway as a leading TED conference in the country

    Genesis to drive PR for TEDxGateway 2014

    By A Correspondent

     

    Genesis Burson-Marsteller has been appointed the official communications partner of TEDxGateway, an independently organised TED Conference that will take place at the National Centre Performing Arts (NCPA) in Mumbai on November 2, 2014.

     

    GBM will position and establish TEDxGateway as a leading TED conference in the country, while supporting the event among national and regional media outlets through a robust media and communications strategy.

     

    The TEDxGateway 2014 conference will focus on “Ideas Worth Doing” by bringing together more than 25 dynamic speakers from across India as well as around the world. The speaker line-up comprises of eminent explorers, storytellers, photographers, scientific pioneers, roboticist, social activist, artist, visionaries and provocateurs from across the globe. All speakers will present their world-changing innovative ideas during their brief 15-minute talks.

     

    Participants and speakers at this one-day event include prominent luminaries and industry leaders such as Arsh Shah Dilbagi, a 16 year old Google Science Fair Finalist; Ramesh Raskar who is an Associate Professor and head of the MIT Media Lab’s Camera Culture; Ramanan Laxminarayan, a Drug Resistance Economist; Ram Subramanian, Film Maker, Founder, Handloom Pictures; Graham Hill, Journalist and Founder of TreeHugger.com and LifeEdited; Naresh Narsimhan and Adam Magyar, among many others.

     

    Prema Sagar

    On partnering with TEDxGateway 2014, Prema Sagar, Principal and Founder, Genesis B-M, said: “We are proud of our association with TEDxGateway, a melting pot of creativity, ideation and most importantly, change. We are always looking to expand our repertoire of experience and TED provides us a unique communications opportunity. The prospect of helping TED lead conversations around a range of subjects and establish itself as a science and technology led social movement, excites us.”

     

  • India Practice Chairs appointed for Health & Wellness and Brand & Consumer Practices

    Genesis Burson-Marsteller announces new leadership developments

    By a correspondent

     

    Genesis Burson-Marsteller has announced the appointment of Krishna Vilasini Bharadwaj, in a new leadership role, as India Practice Chair (IPC), Health and Wellness Practice and Charu Benegal, who has come on board as India Practice Chair (IPC), Brand and Consumer Practice.

     

    A seasoned communications professional and previously Co-Chair (West and South) of the Brand and Consumer Practice, Krishna’s appointment in her new role, further strengthens the firm’s position in the Health and Wellness sector, post the recent announcement of an exclusive partnership with Medulla Communications. While she is focused on building the healthcare credentials of the firm, Krishna will continue to lead the Broadcast and Entertainment clients in Mumbai.

     

    As IPC, Health and Wellness, Krishna will work closely with Medulla Communications, to provide greater value to healthcare clients and teams across the country. Krishna has extensive experience in Public Relations and journalism and has worked across clients in FMCG, healthcare, technology and fashion verticals. She has managed healthcare assignments, both at Genesis BM and in her previous agency role in Singapore, across categories like infant nutrition, adult food nutrition, diabetes and medical devices. As a journalist, she has also worked with Bio Spectrum Asia, Dataquest and ciol.com.

     

    Commenting on her plans for the practice, Krishna said, “With more players, increased competition and closely followed regulatory framework, differentiated communications will be a key to win in the healthcare marketplace. Our strategic partnership with Medulla Communications will enable us to partner with industry leaders and help them navigate the complex health and wellness communications landscape with our comprehensive offerings in this space.”

     

    Having more than 20 years of domestic and global experience in public relations, marketing and events, Charu Benegal takes on the role of IPC for Brand and Consumer. Charu’s last assignment was in New York where she worked at Star TV, a News Corp owned Indian television channel.

     

    As IPC, Brand and Consumer at Genesis B-M, Charu will be responsible for ensuring business growth of the practice in line with the firm’s strategy, provide leadership and direction to the teams for building and delivering domain expertise and ensuring high quality of service delivery and customer satisfaction. She will be supported by Rohit Moudgill, who will continue to be Co-Chair of the Brand and Consumer Practice, based in Gurgaon.

     

    Commenting on her decision to join Genesis B-M, Charu said, “While I have tremendously enjoyed my stint in New York, I am happy to be back in India and quite enthusiastic to be a part of such an inspirational leadership team at Genesis B-M. I am confident of supporting the organizational growth by providing strategic client direction and building and growing the Brand and Consumer Practice nationally. ”

     

  • The initiative is designed to provide affordable and relevant service offerings spanning traditional as well as new digital formats

    Genesis delivers a Step Up

    By a correspondent

     

    Genesis Burson-Marsteller has announced the launch of a new initiative, Step Up that seeks to cater to the communication needs of two important stakeholders of the entrepreneurial ecosystem; the start-ups and investor networks.

     

    Designed to provide affordable and relevant service offerings spanning traditional as well as new digital formats, Step Up will help young companies and SMBs take the next leap in their journey to success, by not only narrating their story creatively but also by communicating on what impacts their business.

     

    Prema Sagar

    Prema Sagar, Principal and Founder, Genesis Burson-Marsteller said, “Step Up is our endeavour to go back to our roots. We know, feel and understand the challenges having been a start-up ourselves. With Step Up, we have already begun to partner with new and upcoming brands in their journey so as to take it to the next big thing. What differentiates Step Up from the rest is our strong understanding of the ecosystem and the changing media scape, the right talent and the ability to provide affordable services.”

     

    Step Up offers customised services from branding and partnerships to media engagement. The offering to start-ups have been created keeping in mind various challenges faced by early-stage ventures. These offerings aim to develop and device a compelling and effective communication strategy to narrate the story of the ventures in the most innnovative manner.

     

    Commenting on this new initiative, Atul Sharma, India Lead, Step Up said, “In the last few years, the Indian start-up environment has made a mark on the global entrepreneurial map by producing unique and globally relevant propositions. Being noticed by the right audience can make a great difference to a young company’s journey. This unique initiative by Genesis Burson-Marsteller, Step Up, aims at empowering these innovative start-ups to create a space for themselves in an otherwise cluttered market. We are looking to create the next ‘whatsapp’ story in India!”

     

  • Ms Dharmaraj will take charge as Chief Marketing and Growth Initiatives Officer and Ms Rao will be Chief Talent Engagement Officer

    Genesis BM elevates Deepshika Dharmaraj, hires Kavita Rao

    By A Correspondent

     

    Deepshikha Dharmaraj

    Leading PR and communications firm Genesis Burson-Marsteller has announced the appointment of Deepshikha Dharmaraj, in a new leadership role, as Chief Marketing and Growth Initiatives Officer and Kavita Rao, joins the firm as Chief Talent Engagement Officer.

     

    Ms Dharmaraj, who has been with the firm for 19 years, will focus on the agency’s marketing and growth initiatives, and will continue to oversee the Genesis B-M Learning School.

     

    Kavita Rao

    A former Genesis B-M employee, Ms Rao will lead the talent function. She was until recently Global Head of Communications at HSBC Technology & Services.

     

     

     

     

    Prema Sagar

    Speaking on these appointments, Prema Sagar, Principal and Founder, Genesis Burson-Marsteller said, “At Genesis Burson-Marsteller, we are committed to investing in exceptional quality talent and by appointing Deepshikha and Kavita in their new roles, we are strengthening our marketing and talent functions.”

     

     

     

    Nikhil Dey

    Meanwhile, announcing other executive movements in the firm, Nikhil Dey, President, Public Relations added: “Sheena Sharma, Chief Client Studio and Corporate Responsibility Officer, will focus and lead all executive communication trainings for our clients and the firm while she continues to be Mentor South.  Kriti Makhija, Chief Financial and Compliance Officer, ensures the financial health, compliance, governance and IT infrastructure of our business.”

     

  • Communications firm Genesis Burson-Marsteller has identified the top 13 trends that could define Indian youth in 2013

    Genesis Burson-Marsteller reveals the TR:OUTH

    By A Correspondent

     

    With the constant evolution of youth and their choices, it is pivotal for marketers and communication specialists to read their pulse and match steps with their moves.  Understanding this need and deriving from the expertise and insights, the consumer and brand marketing team at communications firm Genesis Burson-Marsteller has highlighted key trends among Indian youth in 2013.

     

    From being proud desis to fitness fanatics, youth is bringing alive the passion and re-inventing the rules of life every single day. What’s relevant this moment will be outdated today and what is defined a taboo could be the next big trend.

     

    Talking about these new-found trends, Papri Dev Sharma, India Practice Chair, Cosumer & Brand Marketing, Genesis Burson-Marsteller, India & South Asia said, “Youth is increasingly becoming the focus target audience for brands and it is imperative for marketers to listen to the voice of these emerging influencers. The consumer and brand marketing team at Genesis Burson-Marsteller realised the importance of capturing the thoughts of young India to find out what gets them ticking. With TR:OUTH 2013, we hope to give a glimpse of what youth wants and help communication professionals keep pace with the mobile generation.”

     

    Aastha Taneja, a young working professional, adds, “We are being heard, seen and taken seriously, for the first time. And it has become more important now to continue to speak our mind and be heard. One of the primary reasons we have been able to do this has been the judicious use of Social media which gives us, the youth, an opportunity to be a part of any movement.  The youth has the potential to change the perspective of the nation and it has already started to happen. Hope to see the same zeal in everyone in the time to come.”

     

    Another 25-year-old, Shreyashi Sanyal, says, “I feel there is very little tolerance for misbehaviour and whether it’s a little stray dog on the street hurt and not getting help to bigger issues like violence against an individual, we are not ready to accept injustice. The youth have realized, finally, that change will happen only when they make it happen. That in itself is a big step towards a new beginning”.

     

  • As Genesis Burson-Marsteller completes two decades, principal and founder Prema Sagar looks back, and ahead

    Genesis B-M: Step ahead @ 20

     

    By Ananya Saha

     

    Genesis Burson-Marsteller started operations  in 1992. Led by Prema Sagar, the PR agency is a member of WPP global network. As it completes two decades, we speak to Ms Sagar, Principal and Founder, Genesis Burson-Marsteller, about the past and the future. And of course the present.

     

    How has the journey been for Genesis B-M in the past 20 years? Please share the milestones that defined this journey.

    The journey of Genesis B-M has even surprised me! It started in a basement with no vision, mission or strategy! It began with a passion, challenge and an opportunity to create something new and different. It started out with one employee, one office boy and one client. Today, we have grown to over 270 employees in six markets across India. Our journey as a firm mirrored the growth of public relations inIndia- growing year after year, working with global clients and expanding our service lines to meet the evolving needs of our clients. There have been many milestones reflecting this growth, including the opening of new offices, and launching new business lines like Public Affairs and Corporate Responsibility. The digital era we are now living in has also changed the way we communicate, both with our clients as well as the media, and will certainly impact our journey in the years ahead.

     

    Which account wins have been the turning points for the agency?

    All of our client wins are important and celebrated. Our very first client, Park Hotels, set Genesis PR in motion. We are very proud of the fact that Park is still our client after 20 years and we value this relationship tremendously even though there are many larger clients in the roster. Priya Paul, Chairperson, Apeejay Surrendra Park Hotel gave me the first break and I was paid while I learnt the ropes! She is a great professional and I admire her courage in more ways than one. We are proud of a number of clients with whom we have long term relationships, some we have served for over ten years.

     

    A call one day from Tarun Das, Director General, CII asked if we would be interested to manage the public relations for the Indo-British Partnership Initiative (IBPI) where the two governments, their ministers and corporate CEOs were to meet on the Royal Yacht to sign partnerships and joint ventures – a great boost to the economy. The event was a great success, our entire team of 5 people including me were in Mumbai to execute this great event. As a result of this, Genesis got to be known! I always felt that I should have paid Priya Paul and Tarun Das for our early learnings – but we needed the money desperately so I never mentioned it.

     

    The turning point of our journey was when we reached 30 retainer clients such as Indian Aluminum Company (INDAL), Ranbaxy, DCM Ltd, SRF, Eicher, India Habitat Centre (IHC), Confederation of Indian Industries (CII), Lakme Fashion Week and so many others in its early years as a result of a great team that delivered outstanding campaigns year on year. I look at the long list of organisations with whom we have worked since 1992 and it is such a diverse mix of industries and services. The nature of the work has been equally diverse – crisis preparedness, thought leadership, product launches, advocacy and much more. We are proud of our roster of clients and we believe that our clients are our endorsements.

     

    Experiences such as launching the first luxury car in India, the first international liqour company, managing a hostile bid, fire at a manufacturing unit on New Year’s eve, petrol/diesel issue, pesticide issue, environmental issues and many others that taught us a great deal.

     

    Genesis B-M today has the domain expertise and services that go beyond just public relations – public affairs, advocacy, corporate responsibility, digital and content creation. Each of these developments was a turning point for us and has helped us become leaders in the industry. We work at keeping a fresh perspective, always asking ourselves new questions. How can we build further capabilities? How can we improve based on what we are doing today and what will it bring us in the years ahead? Always thirsty to Change the Game…and you will see more of that in the coming year!

     

    If you were to re-live the past 20 years, would there be anything that you would like to change/alter in the agency?

    Looking back, there are a number of things that served as learning experiences. Learning is constant and comes from good decisions as well as bad ones.

     

    Have the challenges that PR industry faces today, changed from what it were 20 years ago?

    Our challenges have evolved with the growth of the industry. More clients today understand the value of strategic communications and public relations in general, than was the case 20 years ago. Certainly there is more competition now than there was then. A competitive environment only improves the quality of work and therefore the bar on the level of quality raises the standard of the industry.

     

    We are fortunate to have and continue to attract great talent. The quality and experience of the leadership at Genesis B-M is recognised not only by our international colleagues but also our competitors. As a result of this the company has had steady growth. The programmes at the GBM Learning Centre, established almost 12 years ago, has built capabilities and is a big differentiator. Having said that, the branding of a GBMer for the rest of the industry to attract them is our challenge!

     

    Finding great talent is the biggest challenge facing all service sectors across the globe. How we invest in it – is the solution. We are proud to see many of our talented alumni in top jobs in Asia Pacific and now going West-wards. We can look at the glass as half empty or half full. We look at it as an opportunity to provide the foundation of a strong industry in India.

     

    The biggest challenge we face are recognition of suitable fees for quality work and experienced communicators who are advisers to the CEO rather than being a function. While it is evolving now it needs to move upwards sooner rather than later in a challenging environment. CEOs today need to invest in Thought Leadership that brings together the elements of social development, policy environment for the larger good of all while building a business.

     

    After the B-M partnership, how has the agency grown/changed?

    The B-M partnership has delivered great opportunities, not only for client development but also as for talent development. The exposure to global opportunities brings about a whole new world of learning for team members at all levels. We have run successful projects for international clients in recent years, which has opened new doors of opportunity for us. As for our talent, being part of such a respected and successful global network gives them a chance to work with our offices around the world, providing great exposure to best practices and new ideas.

     

    What will be the next target for Genesis B-M?

    I am proud of the fact that we have always been a step ahead of what the market demands. Our ability to service clients with fully integrated programmes that work across practices and geographies has set us apart from our competitors in the industry. The continued development of practice specialties will always remain a focus for Genesis B-M, today and in the years to come.

     

    Five years down the line, how do you see the agency growing?

    I think it’s important that our growth continues to reflect the changing needs and growing demands of the industry. For example, we are seeing a shift in target markets, with client’s focusing not only on the key metros likeDelhi, Mumbai andBangalore; but also Tier II and Tier III markets as well, including the rural areas. This presents both an opportunity and a challenge for us. Communicating across India’s diverse landscape poses numerous challenges, but is increasingly essential to any successful communications plan. Having the reach to these outside markets will contribute significantly to our ability to service more clients, and in turn, contribute to our continued growth as well.

     

  • Genesis Burson-Marsteller, South Asia's leading integrated communications consultancy, announced it has signed on Visa, global leader in technology payments solutions

    Genesis Burson-Marsteller retains Visa

    By A Correspondent

     

    Genesis Burson-Marsteller, South Asia’s leading integrated communications consultancy, announced it has signed on Visa, global leader in technology payments solutions. Genesis Burson-Marsteller, as part of a one-year retainer, will support Visa in further communicating the benefits of electronic payments, and the company’s latest developments in safe and efficient payment innovations. Further, Genesis Burson-Marsteller will support Visa’s commitment to financial inclusion for all of India.

     

    “Visa is moving at a fast pace in delivering access, safety and ease to financial transactions for businesses, governments as well as individual consumers around the globe,” stated Prema Sagar, Principal and Founder of Genesis Burson-Marsteller. “As Visa further develops what is already the most advanced payment processing network in the in the world, we are delighted to be working with them to highlight these advancements through strategic and targeted communications.”

     

    Genesis Burson-Marsteller will lend counsel and tactical support to Visa’s ongoing communications efforts using targeted media outreach in the technology and consumer space, as well as conduct stakeholder education and engagement. The programme will be targeted at showcasing Visa’s leadership in the sector.

     

  • Genesis Burson-Marsteller has announced new business wins across key business sectors including e-commerce, manufacturing, customer loyalty and fashion retail, marking strong momentum as it enters the second half of 2012

    Genesis BM starts Q3 with new business wins

    By A Correspondent

     

    Genesis Burson-Marsteller, which specialises in public relations, public affairs and digital marketing services, has announced new business wins across key business sectors including e-commerce, manufacturing, customer loyalty and fashion retail, marking strong momentum as it enters the second half of 2012. Genesis Burson-Marsteller is pleased to be working with such respected brands and companies including Flipkart, Loyalty One, and GAS.

     

    “GAS works with a philosophy of being simple and authentic. We were looking at working with an agency that shares similar values and represents GAS the best possible way.  We are very happy to be partnering with Genesis Burson-Marsteller as our Public Relations agency and looking forward to a successful association ahead,” stated Amit Dhanjani, Head of Marketing and Communications for GAS.

     

    Genesis Burson-Marsteller is celebrating its 20th year as a communications leader in India. “We are proud of the clients we have represented these last 20 years and in 2012 we continue work with great brands,” stated Prema Sagar, Founder and Principal. “As a firm that specialises in integrated communications, the range of businesses represented by these recent wins also demonstrates our ability to work with clients in all industries, helping them achieve their communications objectives.”

     

    Flipkart went live in 2007 with the objective of making books easily available to anyone who had internet access. Today, they are present across various categories including movies, music, games, mobiles, cameras, computers, healthcare and personal products, home appliances and electronics, stationery, perfumes, toys. They’re present in 37 cities, with over 11.5 million book titles, 14 different categories, more than 3 million registered users and sale of 30000 items a day; they are one of the leading e-commerce players in the country.

     

    GAS is a premium jeans wear brand with an international feel fueled by the idea of fashionable – yet functional and practical – clothes for intelligent, discerning and cosmopolitan people who look to clothing to express their own personality for every occasion. Today Grotto S.p.A. is a global, international company determined to continue to reinforce its presence abroad, with a particular focus on Europe and the Far East.

     

    Loyalty One is a global provider of customer insight and strategy, marketing and loyalty programs and customer experience management. Our roster of clients includes Fortune 1000 companies across the globe. Loyalty One’s industry-leading associates, practical experience and proven capabilities set the benchmark of thought leadership in the loyalty marketplace.

     

  • The elected members are Sharif D Rangnekar, CEO & Director, Integral PR, for the post of President; Nikhil Dey, President, Public Relations, Genesis Burson Marsteller, as Vice President and Shivraj Parshad, Principal, The PRactice, as Secretary

    PRCAI elects new mancom

    By A Correspondent

     

    The Public Relations Consultants Association of India (PRCAI), the apex body of communications and public relations consultancies, at its Annual General Meeting, elected a new management committee and support chapter heads.

     

    The elected members are Sharif D Rangnekar, CEO & Director, Integral PR, for the post of President; Nikhil Dey, President, Public Relations, Genesis Burson Marsteller, as Vice President and Shivraj Parshad, Principal, The PRactice, as Secretary.

     

    As part of its National outreach, the regional chapter heads elected are Ajay Lamba, COO, Integral PR as Chairperson, North; Shane Jacob, The PRactice as Chairperson, South; Madhuri Sen, MD, Waggener Edstrom as Chairperson, West and Basav Bhattacharya, Strategic Consultant, Integral PR as Chairperson, East.

     

    Mr Rangnekar, the newly elected President said: “PRCAI is committed to its mission: to build and enhance benchmarks relevant to our business including the areas of Knowledge, Ethics and Expertise.” Setting the tone for the two years ahead of the new Management Committee, the President said that PRCAI intends to focus on talent at one level as well as create platforms that recognize quality of work done by the industry so as to showcase the best work done by our industry.”

     

    PRCAI has been representing the industry for over 11 years. During the many years it has organized different forums, taken up a variety of issues and engaged with multiple stakeholders for distinct purposes. In the past year, PRCAI aligned with EPACA to set norms for government engagement aimed at a higher level of transparency.

     

    Public Relations Consultants Association of India is a trade association set up in October 2001 that represents India’s public relations consultancy sector while providing a forum for Government, public bodies, industry associations, trade and others to confer with public relations consultants as a body.

     

  • Prema Sagar, Principal and Founder of Genesis Burson-Marsteller, spoke to MxM India about the growth of Genesis, issues that the industry faces today and where India stands in the international PR domain.

    [PR] Crisis makes the adrenalin flow: Prema Sagar

    Video and Text By Shruti Pushkarna

     

    She launched her firm, Genesis in November 1992 with just one client and one colleague, and today it has grown into one of India’s most trusted communications firms in the country. In 2005, Genesis merged with Burson-Marsteller, the gold standard in public relations, to become Genesis Burson-Marsteller. Prema Sagar, Principal and Founder of Genesis Burson-Marsteller spoke to MxM India about the growth of Genesis, issues that the industry faces today and where India stands in the international PR domain today. She also feels that all PR is now actually ‘digital PR’ and integrated communication is the way forward.

     

    Prior to setting up Genesis PR, Prema was the Editor-Publisher of Genesis – The City Guide, a travel magazine, and co-founder of Genesis Printers. An alumna of the Frank Jefkins Institute, UK, Prema has played a leadership role in the industry as the Founding President of the Public Relations Consultants Association of India, Council Member for India of the International Public Relations Association and member of the global Board of Management of the International Communication Consultancies Organization.

     

    Part 1:
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=yIhL1PNatp0[/youtube]
    Part 2:
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=wy7bzvz87LI[/youtube]

    Q: Tell us a little bit about the growth story of Genesis, especially post the BM partnership.

    Genesis started in November 1992 and many years later there was an inquiry from Burson Marsteller about partnering with them. I always admired Burson Marsteller and particularly Harold Burson, so when they called us we got into an affiliation. And it was for several years that we were affiliated with them and then finally came the big question about whether they could acquire a percentage of Genesis. I was very clear about one thing, that if we have to do a sellout of the company, it had to be either 100 percent or 0. I don’t like joint ventures because there is confusion about who runs the company and who makes the decisions, and so that happened seven years ago when they took the acquisition route with Genesis. Since the last two years we are 100 percent Burson Marsteller.

     

    Q: Did you ever think that Genesis could lose its identity given BM’s larger than life presence?

    Not so far.

     

    Q: Genesis started 2012 on a high note; what are the key focus areas set for the year going forward?

    Going forward is really about specialization which is something I started a year ago. Deep specialization, whether it’s corporate responsibility, whether it’s consumer marketing, whether it’s telecom and technology, whether it’s corporate and financial, and the new area is going to be healthcare. The fact is that people want expertise, general advice doesn’t work across different businesses. And instead of having one leader in this organization, in these last two years we have created 20. The idea is to create 40 in this year. So it is about creating far more leaders who have not only the expertise and depth but they have the leadership skills and you give them the space to grow.

     

    Q: Given the growing clout of digital media, how does Genesis plan to integrate digital media into its campaigns? Do you think integrated communications is the way forward?

    Everybody around the world is struggling with it. It’s very clear that you cannot do PR without digital, so it is really ‘Digital PR’. So when you look at any campaign, for example in the West, 50 percent is digital part and 50 percent is the traditional media. If we look at it here in India, everyday it’s growing. It started with consumer technology where it was a definitive requirement in the campaign plan. So it’s just rolled into the PR campaign just like how from print, television became popular and now digital is popular. I think there is a lot of focus required in digital in India. There are not enough experts, there are a lot of people running all over the place but if you want to see the impact of what digital is doing, there is a journey to be made.

     

    Q: How critical do you think it is to have a strong central body to represent and voice the needs of the PR industry as a whole?

    I set up Public Relations Consultants Association in India (PRCAI). I think there is a leadership need where we need to get people from Asia Pacific, not necessarily from the globe but have far more interaction of what’s happening in different markets. A lot more needs to happen on a thought leadership status, that is a long journey that needs to be done. I think a lot of it is very tactical right now and I think the body needs to take it to the next level.

     

    Q: What’s your view on international agencies entering the Indian market increasingly?

    They are already here, they are all here, in whatever form or fashion and a lot of them are even very small. One of the international competitors who asked me that what my advice to them was when I was at the World Economic Forum last year, I said to them take one, build it brick by brick. Don’t try and do everything in one go and hire people and run after clients, you have to show value, it’s a service and that is still my advice.

     

    Q: Where do you think the Indian PR industry stands today in the international arena?

    It’s very interesting that yesterday we met a very big multinational company, and they rung me up this morning and said that we are confused because everyone who has presented, has presented fabulous stuff and we didn’t know that the PR industry in India was so advanced. I was worried in one way thinking that I was way ahead but on the other hand, I was very proud that somebody had to say that about India.

     

    Q: How big a challenge is attracting talent into the business?

    Talent is moving too fast particularly in the middle level. I think a lot of people come here to learn and when they reach the middle level, a lot of the corporates pick up the middle level people and without further training, they are corporate communications heads. It doesn’t matter because at the end of the day it is happening to every industry in India and it’s the same story internationally. So we have our own GBM School and we keep training and looking at developing future leaders. I don’t think we should worry, I think we should invest in people, in team bonding, in leadership skills, those areas definitely need us to make that investment in them.

     

    Q: What are the other challenges that face the industry today?

    I think it’s all going well, I won’t worry too much. We just need to stick to ‘ethical’ influencing because influencing is part of life. We all influence each other in one way or the other and I think doing it the ethical route is what we need to stick to. We are at the threshold of announcing Public Affairs Forum of India. I think this association should make that difference now in India for the future about ethical influencing. So those are the challenges, and I think that’s always the challenge in any service business, to stay the course in terms of ethical influencing.

     

    Q: BM is primarily known for its crisis management and political lobbying. How critical do you think is crisis PR? Also, what are your views on lobbying?

    We love the issues in crisis because it takes us away from the day to day campaign planning and execution, issues in crisis makes the adrenal flow. And we really do feel that we made a difference and that’s the challenge, whether we helped in a positive way or not. On lobbying, it’s a part of life. As CEOs say it’s not just a lobbyist, the CEO is also lobbying. Within politics there is lobbying, within the corporate world there is lobbying. Everybody is lobbying for something or the other and I think we need to confront that. It’s a part of life, it’s nothing sleazy, it’s just a word from the dictionary, it’s interpretation of how you are doing lobbying.

     

    Q: There are some who believe that the PR industry itself needs a bit of PR, given all the bad publicity it’s received: Niira Radia, the Times of India management saying Medianet is a result of PR folks bribing journalists etc.?

    These things happen in the service industry particularly. On Niira, who knows what was right or wrong, how much is the truth, what is not the truth, all of those things are going to never be known. But having said that it is good that all of this is coming out because I think India is in that gold rush stage and the fact that journalists are bringing these things out in the open, is really a good thing. If it didn’t happen, we would have gone the wrong way, and civil society is putting the pressure and it will change, change for the better.

     

    Q: Is measurement a good thing to talk about, but difficult to implement?

    Not at all, because if you meet Aseem Sood of Impact who does the measurement and research analysis, there is a way in which it can be measured. And that too a third party has to do the measurement, you can’t measure yourself. There are agreed parameters with the client, and we have something called the Service Quality Index which is put out to the clients. What they have to do is, to assess the team for the results that they deliver. And this measurement and analysis provides absolute results, so you can see whether you have achieved what you set out to achieve. You have to set a measurable goal, only then can you evaluate whether you met that goal or you didn’t meet that goal.

     

    Q: What’s your view on PR awards? Did Genesis participate in them?

    We try and participate, we have not been very active on that front but going forward, we are definitely going to participate more. I think it’s a good thing to have. I need to just see on what basis do the juries evaluate, is it just a discussion or the parameters are very stringent. It would be good to tie up with some of the international awards, and to learn from what they are doing and how they are doing it. I was on the jury of PRWeek Awards and I know the stringency with which they select the winners. I do believe that even they are not perfect but we certainly have a journey to make and we should develop much more stringent parameters.

     

  • The Biennial Event, held inDubai, attracts global leadership of PR Industry

    Prema Sagar to speak at 20th PR World Congress

    By A Correspondent

     

    Genesis Burson-Marsteller announced on Tuesday that Prema Sagar, Founder and Principal, will be participating in the 20th Public Relations World Congress (PRWC) to be held Grand Hyatt,Dubaion March 13-15.

     

    Ms Sagar will join a venerated list of speakers including the pioneer of public relations and founding Chairman of Burson-Marsteller, Harold Burson. In a survey conducted by PRWeek, the industry’s foremost periodical, Burson was described as “the century’s most influential PR figure.” Burson, who brings over 65 years of industry leadership, is a singular figure in the world of public relations, having won numerous industry honours, supporting an array of organisations and charities, and serving as a mentor to countless communications professionals.

     

    “I look forward to participating in this wonderful event that draws on the knowledge and experience of so many respected thought leaders from around the world. It’s an opportunity to share and gain perspective on the latest trends and best practices from the best in the field,” said Ms Sagar.

     

    Ms Sagar will be joining an expert panel of public relations professionals scheduled to speak on Wednesday, March 14. The theme of the panel is Public Relations in an age of Dialogue: Opportunities and Challenges. Also invited to speak are Lord Tim Bell, Chairman, Chime Communications; Dr. Herbert Heitmann, Executive Vice President, External Communications, Royal Dutch Shell plc; Khalid Al-Maeena, Editor at Large Arab News and former head of Saudi Public Relations Company and Richard Linning, IPRA President 2011.

     

    Over 500 professionals from over 35 different countries are expected to attend this year’s event. Sunil John, Chairman of the PRWC Organising Committee and Chief Executive Officer of ASDA’A Burson-Marsteller expressed his excitement about the upcoming event. “We are thrilled Prema is able to join what is shaping up to be an incredibly strong lineup. I look forward to welcoming industry colleagues to this part of the world where together we can assess and discuss the myriad challenges our industry is facing, not only here in the Middle East, but around the globe,” he said.

     

    Genesis Burson-Marsteller isSouth Asia’s leading integrated communications firm specialising in public relations, public affairs and digital marketing services. The firm has seven offices and a domestic affiliate network that reaches over 100 cities across the country. Genesis Burson-Marsteller is known for its evidence-based strategy, strategic counseling, innovative execution and strong focus on measurement of results.