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That brought us to the people conundrum of Ignitee. It all reached a Collinish tipping point during the time when Atul was roped in to becoming a board member around a year ago. That was the time when the agency went through ‘an internal structural change’ – well, read it as ‘many exits from the organisation’. Fighting fire with a washing machine, the agency on a double spin not only went into a critical recruitment drive and roped in well experienced and respected people directly from the ad fraternity – like S Dharmarajan (Vice President for online media), Ashok Karnik (Executive Creative Director) and Sandy Pinto (Senior Vice President for Business Development & Client Services) – but also promoted key personnel, like Harminder Kaur, who was promoted to the post of Chief Strategy Officer.

My issue was with the fact that till last year, the agency did not have even an HR department. That is not to say that an HR department is supremely necessary – as many excellent performing companies have specific staff who double up as HR personnel – especially in companies like Ignitee, where the gross staff base is just around 100 people (they do plan to hire 50 more in the next six months). The agency, to its brilliant credit, has even launched a new venture cell known as SPARK, which is a cell wherein employees can post their innovative business propositions; and if the jury likes their idea, the employees get a platform to jumpstart this venture from within the organisation’s aegis. There is no taking away the fact that such an orientation is only possible in agencies that are fanatically oriented towards taking care of their employees.

Notably, the agency is instrumental in introducing some of the largest brands to the digital medium; glowing examples being HDFC Bank, Satyam, DLF, Religare, Tata Corproate, Birla Sun Life Insurance, Yamaha, CNN, ICICI Prudential, ICICI Home Loans, ESPN, Jet Airways, Reliance Life Insurance, Tata Motors, Tata Indicom, NIIT and Microsoft. Even in the offline domain, the agency is making its own niche waves (as was seen in the Kids Zee commercial), though they still have their major revenues from the online space only – ‘Media’, ‘web development & creative dialogue’, and ‘search’ contribute 40%, 30% and 25% respectively to the overall revenues of the agency. And with the Incredible !ndia account, the recent Congress Rajasthan & Delhi internet campaigns, and Kerala tourism projects, Ignitee has solidified its stamp in the net space. Add to that Ignitee’s brilliant growth plans and new branches (Hyderabad and Dubai being the recent additions) and one starts questioning the extra ‘e’ in their splendiferous name less and less. Well, if Ekta Kapoor can get away with the extra ‘K’s, then what do I and Oscar Wild care about an extra ‘e’, forr ggod’s sakke!

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Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

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