Increasingly, Indian ad agencies are setting up specialist units to meet the specific communication needs of advertisers across the country. On the agencys 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 JWTs 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.
Clearly, the accent seems to be on specialist units in the Rs 16,300 crore Indian ad industry.