As Crayons Advertising completes 25 years of existence, the agency has decided to get niche. It has announced the launch of specialised agencies like Melon Media, Ultra Violet Digital, Jade Events and Amber Out-of-Home to handle media, digital, events and out-of-home businesses independently. Along with these specialised agencies, Crayons would continue to serve as a full service creative agency.
Elaborating on the reason for launching these agencies, Kunal Lalani, Managing Director of Crayons, said, “Industry dynamics and expectations of clients have led to this restructuring. Each of these agencies will be a stand-alone brand, fully equipped with specialised resources and infrastructure to deliver focussed communication solutions.” This essentially means that Crayons’ clients will have five different specialist agencies working on their brands, yet will be integrated under Crayons Communication Group. Lalani adds, “Each of these specialist agencies will have a separate CEO to spearhead operations. For instance, MELON, our Media specialist agency now has a renowned media personality, Gopinath Menon, as Co Founder and CEO.”
Ranjan Bargotra, President, Crayons Advertising, said, “Crayons is the biggest independent creative agency if you exclude the big networks. With the launch of these specialised arms, we plan to take the agency to the next level. We have roped in industry leaders to head these divisions and plan to take Crayons to the next level of growth.”
Meanwhile, Gopinath Menon has been roped in to head Melon Media. Menon, who was heading media for TBWA, is no stranger to the media services brand business. Media observers state that leadership such as this would add to Crayons’ overall offerings to marketers.
Speaking to exchange4media on future plans, Gopinath Menon, Co Founder and CEO, Melon Media said “The media business in India currently has a mix of large, mid-sized and even one man driven media agencies. Everyone is simply chasing a better price without any logical planning. That is the main reason businesses are moving so often. There is also a lack of sync between creative and media agencies. We at Melon would attempt to bridge the gap, investing a lot on planning and giving better return on investment to the client.”