Gozoop's Founders On Why An Integrated Approach Matters To Clients

Independent agency Gozoop has come a long way since its inception in 2010. The firm acquired Indian digital media firm Red Digital in 2013 and iThink Infotech a technology agency in 2014. The company is set for its third acquisition and has launched a new brand identity for the year ahead. In conversation with BW Businessworld, Ahmed Naqvi, CEO & Co-founder Gozoop and Rohan Bhansali, Co-founding Director, Gozoop talk about the company's transformation from a digital agency to an integrated agency.

Excerpts:

What is the reason behind Gozoop unveiling a new brand identity?
From humble beginning in a garage, we have come a long way. In between we have launched operations in multiple countries, innovated with digital products which help brands understand their audiences better, conceptualised and executed award-winning campaigns, acquired three companies and gone beyond digital to become a 360-degree integrated marketing company. Taking bold industry defining steps has been pivotal to our journey. Our new logo celebrates this spirit of boldness and marks the evolution of Gozoop as 360-degree integrated marketing company with a digital first approach.

How will the transition from a digital to an integrated approach help further the company's growth?
Looking at the direction in which the industry is heading, we can clearly infer that brands are consciously choosing integrated solutions over the more traditional approach of separate agencies for each medium.

When you eliminate the differences in mediums, the distillation leaves you with pure creativity that is platform agnostic. That is what we want to consciously achieve at Gozoop. We don't want to be just an agency but a creative partner for our brand that offers 360° solutions to brands. The acquisition of 56 Blue Lights is a decisive step towards the realisation of this vision. From a compatibility perspective, the company's growth will be a derivative of our ability to transform into a platform agnostic agency.

How has the year 2016 been for Gozoop?
This has been a big year of transition for Gozoop. One that has heralded an internal metamorphosis that is reflected in our work and new brand identity. As we completed six years, we began to introspect on who we are and what is our raison d'etre. In line with that we carved our vision; to be a creative partner for our clients.

Consequently, this led to a conscious shift in focus away from geographical expansion and towards building meaningful relationships with our clients in order to provide them with holistic solutions across the gamut of platforms. This translates into widening our roster of services to encompass both traditional areas of marketing as well as newer more experimental techniques with creativity at the helm. Currently, the focus is on doing great work, consolidating our relationships with brands while exploring new opportunities for organic growth.

What will be the areas of focus for you ahead in Asia Pacific?
A recent report projects that Asia-Pacific is projected to bypass North America in 2016 as the world's largest digital advertising market. This leaves Gozoop perfectly poised to leverage its position as a market leader in the domain.

Strategically our focus is now on strengthening the products and services that we offer in order to better serve brands. Cementing deeper ties within the region and a strong focus on talent acquisition is key to achieving our goal - to be known as one of the top agencies in the region.

What are three big trends to watch out for digital for 2017?
Greater integration of mainline and digital marketing is a natural evolution that we foresee in 2017. However, a digital first approach towards mainline will help drive greater value for brands to connect with their always-connected consumers. We also foresee digital marketing going beyond the mandate of the marketing & sales team, and being used for human resources, research and innovation departments in a company to make a truly digital enterprise. Lastly, we foresee a rise in millennial and Gen Z marketing techniques and platforms.