In a strategic move, Bates India, part of the WPP Group Plc, is planning to extend the operations of its marketing services division ‘141 Worldwide’ to Delhi and Mumbai in the next few months. At present, ‘141’— which offers the entire gamut of marketing services—is operational only in Kolkata. As part of its expansion plans, Bates India is scouting for talented professionals to add muscle to the existing team at ‘141 Worldwide’.
On the other side of the spectrum, Euro RSCG has extended the services of its direct marketing wing ‘SalesMachine’ to Kolkata last week. Prior to this move, Euro’s direct marketing cell was operational in Mumbai, Delhi and Bangalore. In the midst of these expansion plans, TBWA Anthem is planning to bring in ‘Tequila’ TBWA Worldwide’s DM cell to India.
On Bates India’s expansion plans, says 141 Worldwide senior vice-president and general manager Charulatha Ravikumar: “To handle the influx of new accounts, we are planning to branch out to Mumbai and Delhi simultaneously. For the purpose, we are putting in place our expansion plans. To start with, we are looking for the right professionals to handle new business.”
Meanwhile, Euro RSCG is also strengthening the services of its direct marketing (DM) cell ‘SalesMachine’ across the country. Says Euro RSCG managing director Ishan Raina: “As part of our expansion plans, we launched ‘SalesMachine’ in Kolkata last week. Now, DM has become a vital component of any company’s marketing mix.”
In addition, Euro is planning to add muscle to its existing manpower at Salesmachine. Incidentally, Euro RSCG is also scouting for competent professionals to strengthen its DM division, adds Mr Raina.
According to Ms Ravikumar, Bates India has positioned ‘141 Worldwide’ as a ‘through-the-line marketing’ company in the highly competitive industry. “We offer a 360 degree approach to provide complete solutions for our clients’ brands,” she adds.
Realising the growing significance of marketing services, advertising majors in India are now opting for independent divisions to meet the evolving needs of their clients.
For instance, TBWA Anthem is seriously considering the possibility of launching TBWA Worldwide’s direct marketing company called ‘Tequila’ in India soon, inform key industry sources.