It was just a few months back that M&C Saatchi had entered into a tie-up with Dhar & Hoon. Indications are that Dhar & Hoon are looking at other options and are set to part ways with M&C Saatchi.
Reliable sources close to the development informed that Dhar & Hoon were looking at breaking off their less-than-a-year-old tie-up with M&C Saatchi. The sources said that the reason behind this was reportedly their dissatisfaction with the association and not getting the results they had expected from an alliance with the international agency.
According to these sources, Dhar & Hoon, which was earlier a creative hotshop, was looking at other options, primarily at providing specialised non-traditional advertising.
Kamal Oberoi, Chairman and MD, M&C Saatchi, was responsible for the tie-up. M&C Saatchi had approached Oberoi, who in turn got in touch with Abhinav Dhar, which led to their joining hands to debut the agency in India.
When contacted by exchange4media regarding the impending split, Oberoi said, “All I can say is that the current status is that both Abhinav Dhar and Ajit Hoon are working with us. I can’t really comment on what will happen tomorrow.”
Since the agency’s launch in India, M&C Saatchi’s big ticket has been the VLCC personal care business (VLCC’s healthcare portfolio is handled by Equus). Besides that, the agency has been doing work on project basis and is hoping that these would fructify into long-term association. The international clients of M&C Saatchi also did not fall into the agency’s kitty as they are not global clients, but businesses that are based in a particular region.
M&C Saatchi was founded in 1995 and made its debut in London, New York, Singapore, Hong Kong and Sydney. Since then it has grown to a presence in 12 countries with 16 offices.