Brand success = business success

I recently had a meeting with Jessie Paul, CMO of Wipro Technologies, a global outsourcing and R&D service provider based in India. Wipro, a growing...

I recently had a meeting with Jessie Paul, CMO of Wipro Technologies, a global outsourcing and R&D service provider based in India. Wipro, a growing company, has big-time business competition - IBM and Accenture. Paul, who has handled marketing and brand management for iGate Global Solutions and Infosys, talked about how critical PR is to Wipro. "PR is used to level the playing field" she told me.

One of the major battles is in recall value. Everyone knows the competition, and even though people think favorably about Wipro, the number of people who know them at all is low. Their strategy - try to be ahead of the trend of broadband innovations and target IT buyers with a "zero waste marketing program" that pinpoints their audience. Their research shows that IT buyers in the US are usually from the East coast or Midwest, and usually fly on British Airways and Lufthansa. Reaching them in those business lounges has become a priority.

Paul says that being an India-based company used to be enough to set it apart. This week's India@60 marketing extravaganza in New York is proof that that's no longer true. Now she says they're focusing on PR as a way to amplify their other comms efforts. She called PR "powerful" and more credible than advertising. But with PR, "you have to be interesting," she said. "As you get bigger, it's harder."

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