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Saurabh Varma sets up platform-first martech firm Wondrlab – ET BrandEquity

Saurabh Varma sets up platform-first martech firm Wondrlab.

Saurabh Varma, the former CEO of Publicis Communications, who had quit the creative communications hub of the French multinational advertising firm last year, has founded Wondrlab, a platform-first martech start-up. Wondrlab will work across three key verticals – content, experience and digital business transformation.

Vandana Verma, former COO of ARC Worldwide and Rakesh Hinduja, former COO – West of Leo Burnett have also joined Varma as co-founders of Wondrlab. Varma said that Wondrlab will be the first such agency which will disrupt the communication space by combining marketing transformation and digital transformation, offering holistic solutions, creating value and helping clients achieve objectives. The company will invest in creating martech platforms. “I didn’t want to launch something that I have already done in the past. That;s the easiest thing to do,” Varma, founder and CEO, Wondrlab told ET. “We wanted to be absolutely relevant in these changing times. So we took the last 8-10 months to build the martech platform ground-up.”

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Wondrlab, he said, will help clients win in the new marketing landscape. The current structure of the communication industry doesn’t address the fundamental shift in human behaviour, the business landscape or client concerns through a platform lens. The founding team has envisaged a unique product and service model to address some of the big opportunities and challenges. The cornerstone of the strategy is combining marketing transformation and digital transformation, offering holistic solutions, creating value and helping clients achieve objectives.

Wondrlab will invest in creating martech platforms to provide tools to enable hitherto complex expensive bespoke executions at the “push” of a button. All of the company’s solutions will be backed by data and automation leading to efficiency, measurability and ROI through user-friendly platform interfaces, centralised marketing controls, personalised content and automated solutions at scale, it said.

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“Today, different platforms need different strategies. Unfortunately, nobody is platform focused. We as a user also behave differently across different platforms, and so marketers will also have to have different strategies for a Facebook and a Linkdin. Our whole team is platform first. So we will have a team FB, a team Google, etc.,” Varma explained.

He said that the teams will work with key platforms to create hybrid teams that help clients win on these platforms. “We will also curate, partner and build martech platforms that can create meaningful experiences and become an advantage for our clients.” Wondrlab has hired around 70 people ahead of the launch and Varma said the company will add a few more senior people and co-founders in the coming months. “We are not another advertising firm, but a tech based, modern martech platform,” he added.

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