As for the rationale behind the move, says Madison Communications chairman and managing director Sam Balsara: More and more clients are realising the need for merchandising support for their brands and as competition gets intense, more advertisers will come into the market looking for professional services in this area.
According to Mr Balsara, Madison Merchandising is headed by Mr Manish Shukla, an expert with over 10 years merchandising experience in India and abroad.
In a bid to reach to out to a wider target audience, MMS has set up offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore. In fact, the agency has commenced work for AirTel and Samsung.
According to Mr Manish Shukla, MMS today offers turnkey solutions in the form of merchandising strategy consulting and turnkey solutions covering design, sourcing, supply, execution and maintenance. MMS conducts programmes in the market place such as every dealer surveys, merchandising blitz operations, merchandising impact teams, audits, model markets, customer loyalty programme and customer training programmes, adds Mr Shukla.
Madison Communications, with media billings of over Rs 450 crore, has specialised units in creative, media, outdoor, public relations and rural communications.