Performics.Resultrix wins Lenovo India's digital media mandate

The agency will work on conversion rate optimisation in addition to creating content, communication and handling audience insights for the brand.

Computer maker Lenovo India has awarded its digital media duties to Performics.Resultrix, the performance marketing arm of Zenith, which is a part of Publicis Media.

Commenting on the win, Mayoori Kango, managing director, Performics.Resultrix, says, "We are pleased to partner with a highly reputed technology firm such as Lenovo. Performance marketing can help bridge the gap between offline and online sales. We will tailor the right mix of content, communication, media channels, and audience insights for the company. Conversion rate optimisation is a trademark process of Performics globally, and we will leverage our strength in this area and amplify the Lenovo brand across platforms."

Bhaskar Choudhuri, director, marketing, Lenovo India, adds, "We are a

customer-centric technology brand and were on the lookout for a partner to enhance our performance marketing practice and keep us ahead of the digital curve. We believe that this is critical today to engage potential customers who buy online or research online, but purchase offline. Performics has great credentials and provides cutting edge solutions in media analytics, media technology, and programmatic buying, which further cemented our decision to form this partnership."

Performics started out as an affiliate marketing company in 1998 and went on to be acquired by Google in 2005. In 2008, Publicis bought the agency business from Google and Google retained the affiliate business which is now known as the Google Display Network worldwide and the bid management platform that is double-click. In India, Performics was launched in 2010 and claims to have become one of the largest buyers of Google in India. Its core offering has always been that of performance-led digital solutions such as Search, Affiliate, and Facebook.

The digital offerings from Performics include the setting up of the mobile marketing unit Performics Mobile, establishing a media technology division in Bengaluru, and Centre Of Excellence teams in Delhi and Mumbai. It has also set up a communications planning team which uses data to map the consumer journey from awareness to buying. The Group's clientele includes Airtel, Olx, Vistara, ICICI Bank, and Zopper.

Lenovo claims to be the largest personal computer (PC) manufacturer in the world, serving customers in more than 160 countries. In the past decade, the company has transformed from a pure play personal computer brand to a global leader, offering a range of innovative consumer, commercial, and enterprise technology products.