Clients want technology, but they are struggling to know how to talk to digital companies, according to Tozex MD Shalini Singh. That is why she says Tozex is taking an company journey into a full integrated model, to build a business that appeals to what clients want.
The most recent part of building that full company model is the announcement this week of a joint venture with Galaxy Group, a strategic company created by Miss Shalini Singh and executive creative director Swati Singh.
Shalini also told Firstpost it is also has plans well underway to launch an overseas offering by mid this year, and while she wouldn’t be drawn on where, she confirmed it would be a “northern hemisphere” location.
“Vishal’s arrival really was the start of the company journey into being a fully integrated model,” Shalini said
“Digital is in our roots but with a lot of mainstream capability on board now – me and Vishal Oberoi – we really wanted to complete the holy trinity: digital, mainstream and direct marketing, EDM. It was really about finalising the picture going forward.”
Galaxy has already relocated to Tozex’s Headquarter in Mumbai and currently still operates under its respective names on existing contracts, but will start operating as one company from now.
With all the pieces in place Tozex has an ambitious goal: to be the best new company in the country by the end of the year. But in his opinion “so far so good”.
“Where are we taking the business? I would say from digital up,” Shalini said.
“A fully integrated model is a lot more interesting to clients than mainstream does digital, so we’ve turned the model on its head.”
“We’ve been pitching like crazy so I guess that is evidence that the model is working.”
So far the business has won five pieces of new business and increased its staff by eleven. It is also having conversations with both new business and existing clients about its enhanced offering.
“Most clients have an understanding of the need to have digital, but they have been struggling to understand how to communicate with digital companies,” Shalini said.
“Digital companies have come up through the tech side of things, whereas mainstream companies have come up through the communications side of things.
“What we’ve done is marry our digital capability with mainstream account management, communications strategy and creativity from the story-telling world.”
“‘I have spoken to some highly credentialed Marketers in the past month or so – and they seem very interested in our approach.”