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Bang in the Middle goes global, enters US

Bang in the Middle goes global, enters US

Author | Deepika Bhardwaj | Thursday, Aug 16,2012 9:11 PM

Bang in the Middle goes global, enters US

Just three months in the business and Bang in the Middle (BITM) is ready to begin its operations in United States. The agency will have its presence across Chicago, New York and Los Angeles.

The company has registered itself as Bang in the Middle, USA and Saira Mohan, renowned supermodel and business woman has come on board as President, BITM, USA to oversee the business across offices. The agency is currently in talks with few more senior industry executives who would form a part of the core team.

Saira Mohan, President, Bang in the Middle, USA talks exclusively to exchange4media in this video about partnering with Bang in the Middle and the opportunities that lie ahead... 

This is the first step in the direction of the company going global. Plans are in place to open offices across geographies. Confirming the same, Naresh Gupta, Managing Partner and CSO, Bang in the Middle said, “We have to be wherever the brands and opportunities are. We have seen a lot of opportunities in Asia, America and elsewhere and in a short while will be opening offices across other locations too.”

It may be noted that Bang in the Middle has already been serving its client iYogi that has a huge subscriber base in the US. The agency has also recently been signed by Bigflix, the Reliance Entertainment owned movie on demand platform to increase subscriber base in countries with sizeable South Asian Diaspora.

Talking about the opportunity in these markets in the times of an economic turmoil, Gupta added, “Every economic theory tells you to start a new business when the markets are down, if it survives it’s a stronger business. There are enough opportunities, both in terms of Indian companies trying to set base abroad and also large home grown companies in the US exploring newer geographies. Clients are willing to spend money on ideas that make them shine. We are not seeing resistance from clients in terms of spending money.”

Commenting on bringing Mohan on board, Prathap Suthan, Managing Partner, Bang in the Middle said, “Saira brings on table a unique set of strengths. She is half Indian half global. She brings in Indian sensibilities, understands the nuances of the business here and it is very easy for her to translate that into American sensibilities. She complements our agencies philosophy – ‘to be beautifully brilliant’. She brings in years of global advertising experience and a distinct point of view on creative, business and talent. We are looking forward to this partnership.”

The agency promises to deliver every solution to the client, in and outside the ambits of advertising. From entry strategy for Asian markets, audience analysis, consumer understanding, alliances, tie-ups to even getting the right people on board, BITM will provide services to brands for a perfect entry to this side of the world, informs Gupta.

Concluding on the differentiation that BITM brings on table, Suthan said, “Highly skilled professionals are not associating themselves with big agency networks anymore. We bring that kind of workforce together and deliver solutions for any client anywhere around the world. This is representative of the direction where the world is going. Large organisations are finding it very difficult to adapt to this changing paradigm and that is why they are buying small boutique shops because they don’t have that capacity in-house. But we don’t have to find that expertise outside. It’s the way we are designed. And that is our biggest strength.”

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