ITSA stands for
Background
The advertising industry has changed so much that it can’t be defined anymore.
To begin with, the definition of a product category as we know seems to have changed completely. New start-ups and internet companies are changing the rules of every industry. Products are becoming services, services are becoming experiences.
The definition of consumer has transformed into this bargain- hunting, wielding, app-happy. The rise of younger, connected consumers who keep themselves aware in different ways and from different sources means a new challenge. We see a new media platform being born every other day. The current advertising agency structure, which is largely geared for television, is losing its relevance or at least importance.
Challenge
People have been asking us since the time of our inception, what does ITSA stand for? The task, therefore, is to create communications that demonstrate ITSA as a new model that is defying definition, prepared for an industry that is difficult to define.
Audience
The marketing community – who could be potential clients and employees.
Considerations
What’s in a name?
The name ITSA itself demonstrates this hunger to defy definition and convention every time we receive a brief, an opportunity or a business problem. ITSA, the name is coming together of three words without the punctuation mark that usually brings them together. The three words we worked with are: “It is a”. Which normally goes around like this: “its’ a”. Next step is to lose the apostrophe. So you get ITSA. So ITSA is a prefix waiting for a suffix to complete the picture each time. ITSA innovation, ITSA emailer, ITSA activation, ITSA book, ITSA anything.
The work culture
ITSA culture defies conventions. We don’t cost for time. We cost for ideas. We don’t have attendance register. We offer flexibility and freedom and find accountability in return. ITSA believes a stress-free atmosphere is important to create work that one can be proud of. So you won’t find hierarchy which wastes precious “go-to-market” time. We allow people to think and present audacious ideas to clients without fear.
The work
Is ITSA a digital agency? An ATL agency? A BTL agency? Or an activation agency? A PR agency? We can tick all the boxes and you might want to call us a full service agency, but still it would be difficult to slot us. Because we have a patent for product innovation as well. We give love and attention to an emailer as well as a film shoot in New York.
The approach
The industry is either creative-led or service-led. ITSA defies this in a way that, even though on paper a creative person leads the outfit, we are led by the “Do” a Solution.
The clients
The list of clients makes it difficult to define us. Our clients include a 6 billion dollar company, a start-up waiting to go to the market, a couple of globally aligned multi-national companies, but more than happy to flirt with us.
The geography
ITSA is not based in Mumbai, the symbol of establishment. And not even in the political capital of India, Delhi. But in Gurgaon, the Millennium city.
Deliverables
For a brief that talks about defying definition, we don’t want to limit you, but if you need a starting point, upload four posters or digital banners per entry. You could create videos of either a series of short duration or one long duration. You could even create a microsite.
