ZenithOptimedia's Performics sets up Centre of Excellence in Bengaluru

The centre will specifically cater to the Indian sub-continent.

ZenithOptimedia's Performics announced the setting up a full-fledged digital media technology Centre of Excellence, a first of its kind in India, out of its Bengaluru office. This will provide capabilities on real-time segmentation and insights, services across marketing automation, attribution, data modeling, content and commerce. The centre will specifically cater to the Indian sub-continent.

Commenting on this development, Tanmay Mohanty, MD, Performics, India, says, "This centre is set up to provide solutions for comprehensive and integrated marketing, that will enable marketers to measure, personalise, and optimise marketing campaigns and digital experiences across screens and platforms. As you would know, globally, Publicis has partnered with Adobe for these 'Always On Solutions' that will power insights and data-fuelled planning globally for Publicis. The preferred partnership between Performics India and Adobe is already gaining traction with customers such as Airtel and Tata AIG already migrating to Adobe Marketing Cloud. Many other organisations are showing similar interest."

Anupriya Acharya, group CEO, ZenithOptimedia Group India, elaborates, "This is something that we have been working on for some time, and in our assessment, the time is ripe to set up a centre like this. Online video is seeing explosive growth thanks to the explosion of mobile video consumption and the spread of internet-connected devices like desktop computers, tablets and television screens. All key social media platforms are developing their video products; and more online video is being sold by programmatic buying, providing advertisers with more control and better value. We find that, currently, a lot of clients, especially in the e-commerce and mobile segment, have to work with media technology companies that are outside of India and have a hard time getting the time and attention they require. With this centre, we want to be able to solve these problems like the understanding of these products and their potential. We have to help our clients make wise marketing decisions based on data and make the most of their marketing campaigns with the technology. Inside India, we will be testing multiple technologies against client requirements. Both our teams and clients are excited about it."

Kulmeet Bawa, director, Enterprise, South Asia, Adobe, says, "Top brands around the world across industry verticals use Adobe Marketing Cloud to reach and engage customers, and our partnerships go a long way in making this possible. We congratulate ZenithOptimedia's Performics on the establishment of its first centre of excellence for media technologies in India, and are certain that customers in India will benefit immensely from this set up."

ZenithOptimedia is a global media services network and claims to have 7,500 people working in 262 offices. It is a part of Publicis Groupe, the world's third largest communications group, and the world's second largest media agency group.