Rediffusion / DYR to set up LG wing as JWT, Contract plan special units

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Mumbai, Feb 26: Even as Rediffusion/DYR is setting up a separate division for the Rs 150-crore advertising account of its new client LG Electronics in India, JWT India has launched a specialist unit ‘JWT Surround’ to provide integrated marketing services to its clients. Competitor Ogilvy & Mather India (O&M) is planning to set up a dedicated design cell to cater to the specific needs of its retail clients while Contract Advertising is planning to float a separate company to offer ‘field marketing’ solutions to its clients.

Increasingly, Indian ad agencies are setting up specialist units to meet the specific communication needs of advertisers across the country. On the agency’s new initiative, Diwan Arun Nanda, chairman & managing director of Rediffusion &DYR said, “Very recently, we bagged the creative duties of LG Electronics in India. We are setting up a dedicated cell which will only cater to the communication needs of our new client-LG.” On January 21 this year, the LG ad account shifted from Lowe India to Rediffusion/ DYR.

According to Jagdip Bakshi, chief executive officer of Contract Advertising, a member of the WPP Group Plc, the agency is looking for acquisitions to set up a company which will to provide ‘field marketing solutions’ to advertisers. “Recognising the growing significance of digital communications, we are infusing new media techniques in our existing units too,” he added.

As for JWT’s special plans, Agnello Dias, national creative director, JWT India, said, “We are looking at a dedicated 'design cell’ within JWT. With the launch of ‘JWT Surround’, we are now meeting our clients’ 360 degree communication needs – over and above mass media advertising plans.” Across the road, Ogilvy & Mather is also planning to set up a design cell to meet the specific needs of its retail clients, said Pratap Bose, chief executive officer of O&M. Incidentally, Leo Burnett India is also planning to launch a design cell in the next few months, according to industry sources.”