Will the new year bring in major changes in the functioning of leading advertising agencies in India? Apparently, many advertising agencies are already gearing up to implement major changes in their operations in the year 2002, inform ad industry sources.

MG Parameshwaran, executive vice-president, FCB-Ulka

In the Rs 8,500 crore Indian advertising industry, the accent is now on ‘the ability to provide seamless integrated communication to the client’. In tune with the current trend, major ad agencies are now planning to integrate their offerings in a bid to offer cost-effective communication solutions to its clients.

For starters, FCB-Ulka Advertising Ltd., with capitalised billings of Rs 700 crore is planning to integrate all its offerings to provide integrated marketing packages to its clients, informs Mr MG Parameshwaran, executive vice-president, FCB-Ulka.

Explains Mr Parameshwaran:”In 2002, we are moving towards a new working system called ‘Model of One’. Under this mode, we’ll offer total marketing solutions in a seamless manner to our clients. For example, for our client ‘Tata Engineering’, we are offering communication solutions which include, traditional advertising, direct marketing, events and interactive communications. With the new model, we will provide integrated marketing packages to our other clients in 2002.”

Mr Parameshwaran informs that the main aim of this move is to multiply the effectiveness of its client’s advertising budget.”The agency is also in the process of revamping its digital database and direct marketing under a common umbrella, adds Mr Parameshwaran. At present, FCB-Ulka’s divisions include, FCB-Ulka Direct, FCB-Ulka Healthcare, Lodestar(Media buying), FCB-Ulka Interactive and Cygnus PR.

Yet another leading advertising agency, TBWA\Anthem Pvt Ltd is also planning to consolidate all its newly-launched divisions to offer an integrated marketing strategy to its clients. Says Mr Kurien Mathews, director, TBWA\ Anthem: “Our objective is to maximise the efficiency of our clients’ adspends. A single idea communication across various media is always accepted as it derives greater efficiency.”

Surojoy Banerjee, director & executive VP, RK Swamy\ BBDO

In line with this plan, TBWA Anthem plans to consolidate its various cells which include, TBWA\ Anthem Interactive, Customer Relationship Management (CRM), Direct Marketing (DM) and Public Relation sections in the new year. “With this move, we hope to become far more efficient in our operations,”adds Mr Mathews.

In the new year, leading agency RK Swamy\ BBDO Advertising is planning to add greater value to its clients’ business by optimising the return from their clients’ ad budget, informs Mr Surojoy Banerjee, director & executive vice-president of RK Swamy\ BBDO. “We are conducting an audit of our infrastructure and skills. Based on this, we are systematically sharpening our deliveries through market-oriented training and resources delivery”.

Mr Banerjee informs that RK Swamy is already offering integrated communication package deals to its clients.”If you buy into RK Swamy, you buy into all our services,” adds Mr Banerjee.

Ushering in the new year, Maa Communication Bozell Ltd is anticipating major changes in its operations, says Mr Ram Kumar Seshu, president, Maa Wellness: “At Maa Bozell, we are expecting vital changes in the structure of the agency. In fact, we are looking forward to them.” However, Mr Seshu was reluctant to reveal further information regarding the changes.

According to ad industry sources, Maa Bozell India is poised for major changes as Interpublic Group of Companies Inc (IPG has emerged the largest advertising agency across the globe after it acquired ‘True North Communications’ last year) in the new year. Sources add that the agency may even change its name very soon.

On the issue of changing names, it was recently reported that Lowe Lintas & Partners may soon drop ‘Lintas’ from its name, in line with its global name change. However, Mr Prem Mehta, managing director and chairman, Lowe Lintas & Partners says: “Internationally, the name change is happening sometime in the next two months. In India, the Lintas equity is so strong, unlike anywhere else that we are yet to take a decision on how we are going to respond to the global change.” At present IPG has a 49 per cent stake in Lowe Lintas &
Partners.