Following Dentsu’s Q-Pro, the agency is launching another specialised vertical -- Dentsu Investpro. Heading the new agency arm targeted at fund managers, market analysts and ‘market movers’ will be the newly appointed Group CFO, Pankaj Thapar. Dentsu Investpro will be formally launched on May 1, 2006, and is in its ‘soft launch’ phase now.
Speaking to exchange4media, Sandeep Goyal, Chairman, Dentsu India, said, “Earlier, you were trying to get people to look at India as an investment destination. It’s very different now. This will be the first agency arm that talks to financial analysts, fund managers and market movers, from the client perspective. The information needs are very different. We are developing an area of expertise that agencies have never gotten into.”
Dentsu Investpro would not compete with consulting firms, but try and communicate for clients in varied sectors like infrastructure, explained Goyal.
He added, “We are trying to redefine the competitive set. We are not competing with the KPMGs and the JP Morgans of the world, but will help the client say, ‘I am a good investment destination’. It is a knowledge process in itself that will draw on inputs from reports from experts and our communication expertise. It is normally not in the agency’s horizon of exposure.”
Investpro is in the soft-launch stage now, and, according to Goyal, the arm has signed up “at least three clients” already. Dentsu Q-Pro is out to make its mark in the ‘employer branding’ space, and Goyal’s involvement is seen on television too, in the form of the ‘Job Show’ on CNBC.
“The Job Show is of a totally different genre and its success has given us the confidence. There have been enquiries on the Job Show from eight to nine different geographies. We are looking at serials and much more than that. There are half a dozen ideas that we are currently discussing with channels. We don’t want to be in the space where we go from channel to channel and say ‘I want to do this’. The solution we provide will cut across from concept to client to the channel to marketing -- the full cycle,” he said.