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It’s been 3 decades since we established Mediaware as a software service for ad agencies. And here we are, still relevant after 3 decades!
We launched in the 1990s as a next-gen software for advertising. And during our long journey, we have applied strategies to go from pathbreaking, to iconic to iconic-cum-genZ. Here’s a list of successful strategies that we applied/are applying to counter the changes in business environment, technology, economic cycles & generational behavior changes!
Mediaware was launched as a B2B SaaS software for ad agencies in 1995. (That’s right, we had launched a form of SaaS before the advent of the Internet, couriering diskettes & CDs to customers.) We first tasted success in the era of baby boomers. By 2005, we’d changed our product roadmap for today’s millennial. And in the 2020s (during Covid,) we pivoted again to woo GenZ users!
Our journey somewhat resembles the proverbial pilgrim’s progress, full of obstacles, with many twists, turns. How can an existing brand even hope to stay iconic & modern after decades? How do we maintain high quality, yet remain accessible? And manage 3 generational changes, spanning over 3 decades?
Of the numerous strategies that were tried (& mostly failed) here a few that got us results.
We understood that our software met a real market need (viz. quick & accurate agency billing). Meanwhile, businesses were quickly adopting accounting software. This made us realise that no business would run without software in the future. So although our focus was on building the product & support system, we were able to understand the need for “quick & accurate billing for ad agencies”. But as businesses realised the importance of software, they created a position of IT Manager. Soon, we positioned Mediaware as “Software partners to advertising agencies” which was later upgraded to “IT partners to advertising agencies.”
Although software vendors sold their packages as capital expenditure, we offered Mediaware as a service comprising of:
We built an inclusive model to offer our clientele. We didn’t just modernise the large agencies. We were accessible to the hundreds of small agencies which were sprouting all over the country. with a pricing model that was based on no. of users, branches/SBUs, & functional modules. This made it feasible for SME agencies to sign up.
Our goal was simple: to make Mediaware a must-have accessory for any agency. We achieved this with our product design, coupled with module-based pricing, high quality, and assured support.
Over time, our focus shifted to become a must-have, standard equipment for all new agencies. (By this time, our users would ensure that Mediaware was installed in their prospective employer’s office, whenever they chose to switch jobs!) Our strategy was successful when ad agencies started adding “Knowledge of Mediaware a must for this post.” to their Vacancy ads!
During the initial years, in response to our clients’ suggestion, we set up a separate team to build, track & update a Media Master Database. In 2025, although the utility of rates has dropped, this still serves as a useful Master Data which cuts implementation time & adds value to our users!
The Mediaware Master Media Database was what the boomers relied on back in the day. Today, Gen Z also appreciates a ready Master Data for its sheer utility value!
It takes a long time to build genuine brand positioning. And much longer to change it. Here’s what we did to make ourselves “modern, yet iconic”:
Invested in cloud computing to build a new platform to address the expectations of today’s users.
Added many small and big features for digital advertising Powered by a team of an eclectic mix of Baby boomers. Millennials & Gen Z folks, we set about our work.
After establishing deep links with Google & Meta which reportedly service 80% of digital marketing budgets, we’re adding other platforms too.
After establishing deep links with Google & Meta which reportedly service 80% of digital marketing budgets, we’re adding other platforms too.
Some examples:
We are currently finalising an Alert System which will track & report any excess to stakeholders twice a day.
Currently we’re integrating AI into our workflow.
Just an example: A Billing Manager could “instruct” the MW agent to “bill clients for selected vendor P.O.s by specifying the parameters.” (Currently, our users would have to open each Estimate and select the entries for the shortlisted vendors that need to be billed to client.) With the support of our AI agents, each team member can manage multiple tasks – to cut short delivery cycles with no errors. We want to make life easier for our clients.
Have some feedback? Happy to discuss.
It’s been 3 decades since we established Mediaware as a software service for ad agencies. And here we are, still relevant after 3 decades!
In the fast-paced world of agency conglomerates, where every second counts and accuracy is paramount, billing for TV advertisements poses a significant challenge.
Since the past decade or more, digital agencies have been increasingly offering full services, with added focus on creative strategy
The complex ecosystem of ad agency operations involves constant balancing of financial management with creative endeavors.
Adintelle’s mission is to provide cutting-edge technology that empowers agencies to consolidate their resources, track their profitability, and have complete commercial control. Guided by data and transparent reporting, Adintelle is built to help agencies scale.
Our sights are set on providing smoother operations and solutions across global markets. As an ever-evolving platform, we endeavour to usher in a data-back decision-making culture across the industry.
©2023 Mediaware Infotech Pvt. Ltd. All Rights Reserved.
Adintelle’s mission is to provide cutting-edge technology that empowers agencies to consolidate their resources, track their profitability, and have complete commercial control. Guided by data and transparent reporting, Adintelle is built to help agencies scale.
Our sights are set on providing smoother operations and solutions across global markets. As an ever-evolving platform, we endeavour to usher in a data-back decision-making culture across the industry.
©2023 Mediaware Infotech Pvt. Ltd. All Rights Reserved.
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Back in February 2017, we launched the first version of aDintellé (then called aDintell). With Print, TV & Radio modules along with a basic Virtual Collab module.
It’s been 3 decades since we established Mediaware as a software service for ad agencies. And here we are, still relevant after 3 decades!
