Candid restructures approach to 'activations', launches new division DotDash
To commemorate the first anniversary of the reboot of the business, Candid launches its new division: DotDash.
Candid Marketing set about rewiring the DNA of activation last year. Unburdened by its legacy, applying first principles thinking assisted by its business advisor R Sriram, Candid revisited the pain-points of marketers and applied technology, consumer insight and data to develop cutting-edge tools, frameworks and processes to deliver relevant, quantifiable results that matter to marketers.
Said Atul S. Nath, Founder of Candid Marketing, “The old ways of brand activation are like dinosaurs. They’re heavy, lumbered with old-fashioned parts and just waiting to be knocked out of the evolutionary matrix. Candid has been reinventing activation over the last year to create quantifiable value for its clients and their consumers.”
DotDash will focus on providing technology-driven, connected solutions to brands. The solutions will range from experiential technology to development of tech tools/processes to development of products and IPs. All these solutions will focus on dramatically enhancing the ability of brands to acquire and engage with their consumers.
Rajiv Krishnani, who will be heading DotDash in Mumbai says, “DotDash has already developed tools and processes that will help transform and resuscitate the business of Brand Activation. The PROOM (Planning and Return On Objectives Model) and the ReportIt/ROO tool (for activation delivery & tracking) created by DotDash are now ready to deploy.”
Sagar Singh Chauhan, who heads DotDash in Delhi, is super excited about the possibilities of working with technology & brands, “Dot Dash also addresses pain points of marketing decision-makers with respect to their activation campaigns. We would be developing a product that helps marketers use a tech platform to manage campaign delivery & efficiencies across regions.”
Lead by Rajiv & Sagar, the Dot Dash team brings together technology natives, geeks and seasoned thinkers to provide strategic design thinking and a new age nimbleness to brands.
To know more about DotDash: www.dotdash.tech
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