It is only a matter of time now for India to see more competition in the out-of-home and digital advertising space. Aegis Media has stated that both its brands in this space – Posterscope and Isobar – would be functional in the country in 2008 and that all plans were on track to meet this deadline. This also means that Aegis Media would be announcing a CEO in India soon. Patrick Stahle, CEO, Aegis Media, APAC, informed that the person had been identified, but there were still some formalities to be completed before Aegis Media could officially announce the name.
Aegis has been very keen on resurrecting the Posterscope brand name in India, which came under some trouble when the Aegis-Percept partnership broke up in 2006. As is known, under the partnership Aegis had launched Posterscope in India in 2005. However, once the relation was severed, the OOH division was under the complete charge of Percept, and later was renamed as Percept OOH.
Aegis was to relaunch the Posterscope brand after a cooling-off period and a significant portion of 2007 was invested in that direction too. Stahle believes that the time has come for the results to show. He said, “We have a very clear ambition in that direction – both Posterscope and Isobar are a key part of my agenda in India. We are also careful that the focus on these brands doesn’t take anything away from Carat, which is why you will see that we are back to investing in India very significantly.”
Stahle divulged that so far, Carat’s growth in India had been disappointing for the Group. He explained, “Right now, India is a strategically important market for us, and it is very important for us to get India right. In terms of ad revenues, India is still a very small market, it is only one-tenth of China, for instance. Carat India contributes perhaps 5 per cent to the overall APAC revenues, but we expect this number to double in the next few years.”
Isobar, which is the umbrella brand name for all Aegis Media’s digital assets worldwide, is likely to enter India via acquisitions. It is common knowledge that Aegis has been actively talking to many digital media companies to launch Isobar. So far, nothing has manifested, but Stahle informed that reasonable progress had been made on this front as well.
Aegis Media ensures India roadmap is ‘on-track’ despite senior level exits