S Yesudas launches triggerbridge for ‘True Vertexing’

03 Dec,2015

By A Correspondent


Until recently managing director – India of Vizeum, S Yesudas has announced the launch of his entrepreneurial venture, triggerbridge, the unagency, in partnership with Ajit Nair, MX Advertising and Amit Tripathi of IdeateLabs. In the adveritising and media business for over two decades this is Yesudas’s first independent enterprise.


Commenting on the triggerbridge proposition, Yesu, as Yesudas is known in the industry, said:  “Disruption is the name of the game, not just in theory. But in everything we do, philosophy, product, process, people et al.  We are also building many aggregation and collaboration models. We believe the advertising agency model as it is practised today will cease to exist in the foreseeable future.  Global alignments, exclusive agency status will all fall by the way side. Clients will look for smarter brand solutions for making enduring and meaningful connections with their consumers and not super specialized silo solutions.   Media owners will be engaged with, directly by clients and the focus on computer algorithm-driven efficiency parameters will also disappear.   At triggerbridge,  our endeavor is to futureproof a disruptive model, True Vertexing,  that will be the need of the hour, now and then by clients and hence, the unagency. And interestingly this would be a virgin territory for us as agencies of today will only stay focused on the transactional mode of advertising as change for most them will be difficult considering their models and complicated structures”


Commenting on the triggerbridge model, Nair said: “We have built our model around appropriate solutions for clients/brands at various life stages, be it a well-established brand or a brand which has already traversed some distance or a brand that needs to go digital from a business diversification perspective or even a client with a ready product and market but no marketing resources.  While funds are the solution for one, an e-commerce ecosystem will be for the other and incredible story telling, optimal content development and deployment, usage of data and technology will be the solutions for some others”


Expanding on the proposition, Tripathi added: “True Vertexing is hand holding the brands in the journey to the highest peaks through true contributions by triggerbridge and through true expressions by the brands. In addition to the fundamental change in definition, our disruption also includes a series of products for the very first time, moving the business away from a pure service,one such is a digital platformthat aggregates story tellers and tech producers.  Many more are in the pipeline.  Our vision will be brought to life by brilliant minds. The overseeing creative board will include true storytellers like authors who have not been corrupted by 30 seconds TVCs and our business board will include members of other company boards as well as venture capitalists”


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