In times of recession, all that consumers keep asking is ‘give me more value’. While business is uncertain, more than cutting back, the key decision direction is to do what is ‘necessary’ and ‘essential’.

In a candid statement, Chandru Kalro, Executive Vice President, TTK Prestige Ltd said, ‘Whether it is executing pre-press artwork or localized work, we are looking to stretch our resources to go the extra mile. So three key things that we look for is speed of execution, flexibility in decision making and overall lower cost of running a communications program. So today I am looking at ‘execution costs’ of a program more closely.

He adds ‘Today’s market dynamics require us to be flexible in our market transactions. So decision making is pushed to the last minute. In such a scenario, any marketing communications program has to take this on board. So lead times are cut, pressures build up!’

Continuing on a positive note, ‘This dynamic element of retail at one level allows micro decision making with direct impact on sale. So we can fine tune literally by the day. For this you need absolutely-on-the-ball support at the back end from the agency. When you have this, your cash registers ring pleasantly’.

Interestingly, this is exactly what we have sought to provide and remove the anxiety out of execution planning. Through a proprietary work flow process, with demarcated levels of control, managing this is easy. Importantly, flexible as well. Talk to us for a solution to your needs.