In a strategic move, Group M, WPP?s media investment management company in India has forayed into creative communication business.

The media major has just floated a new wing ?Entertainment Sports Partnership? (ESP) to design communication solutions for its clients.

On the global front, MindShare London, part of WPP has recently designed banner creatives for its client Sony Playstation.

According to industry sources, MindShare London has executed the entire creative production process from writing the creative brief to ideation and execution of the whole project.

Currently, Group M’s MindShare in India handles the media buying and planning for WPP brands such as JWT India, Ogilvy & Mather, Contract and Grey Global among others.

Group M?s Fulcrum handles the media duties of Hindustan Unilever Ltd (HUL) alone.

When contacted, Vikram Sakuja, chief executive officer of Group M India said, ?We are offering communication solutions to our clients with the launch of ?Entertainment Sports Partnership.

Sakuja was however reluctant to reveal further details on Group M’s new initiative. It was in January 2003 that all the media operating units of the WPP Group was brought under one entity titled ?Group M?.

Eleven months later, the name change was effected in India as well. WPP Marketing Communications India Pvt Ltd became Group M Media India Pvt Ltd.

According to industry analysts, WPP has created Group M to stand for media investment management and has a roster of creative agencies like JWT and others to support it in India.

?After consolidating its media business in India, Group M is now entering the communication business. For the first time, a media major foraying into this field in India. This move could lead to the birth of a new communication agency,? said an analyst based in Mumbai.

Recognising the growth potential of the Indian advertising industry, WPP Group Plc is stepping up its investment in India, according to industry analysts.

At present, Group M’s units in India include Mindshare, Mindshare Fulcrum and Maxus and other specialist units ATG-MCI, and M-Digital.