The Indian advertising industry is all agog with excitement following the announcement of the foray of BMB in India via a 50-50 JV with Madison World. With its latest foray, BMB now has offices in the UK, the US and in India.
The man of the moment obviously is Trevor Beattie, Founding Partner, BMB. exchange4media caught up with Beattie to know more about his plans for the new entity BMB Madison in India, new pitches and more...
What was the thought process behind having a 50-50 JV with a media entity like Madison World?
This is something that I have always been interested to do – merge media and creative entities together. With something like this as a model, we would also want to try elsewhere as well. If someone did a venture with the media company in London and then added a creative director to the media company, I think we have a powerful mix. It gives me a strong foundation by joining hands with Sam Balsara, Chairman & Managing Director, Madison World, who has a great reputation and is a legend in the Indian advertising and media industry. Hence, this is what attracted us to come here and have a JV with Madison World.
We had been hearing about BMB’s plans to launch in India for quite some time. What took you so long?
Initially, we were too busy building our agency in London and then in New York. We didn’t want to get into a rush and hence, a slight delay in plans. But as I had promised that I would launch In India, I have kept my word.
Are you already in talks with Indian clients? If yes, please name them.
We will be meeting some clients over the next few days, but I really can’t divulge any further details.
Do you think some of the global affiliated clients, who are already present in India, would benefit BMB Madison India too?
Yes, global affiliation will definitely help us grow in India too. But we are also here for new relationships, and I am really open to newer ideas and newer businesses.
Please elaborate on the kind of roles that you and Prabha Prabhu, CEO, BMB Madison, would share. Any new appointments on the anvil?
I will be working out of London, while Prabha will continue to be the CEO of the newly formed venture. However, I will be introducing an English Creative Director permanently to come down from London to look at the creative business for BMB Madison advertising agency. He will report as an Executive Creative Director in London and I shall be making quite a lot of trips to India.
What are your views on the advertising standards in India and the country’s performance at international awards platforms?
I think Indian creativity is growing very strong. But we can’t win every year, and if it’s been a quiet year for India, then it’s been a quiet year for everybody. But I solemnly believe that the Indian fraternity is up there and is doing very well.
How aggressive is BMB in pitching for new businesses?
I love pitching for new businesses and that is what we do the best. Pitching for new businesses is the thing that people in agencies love doing, because everybody is working together, becoming all socialist in a sense. The best thing is the time of the result. When it is a good result, it’s a reward for your hard work.
(Though Beattie admitted that he had been pitching for new businesses in India as well, he refrained from divulging further details.)
What is the future of digital as a medium in India?
Anything and everything is digital. The world is digital now. But, we need to focus on the present and not the future. Everybody is obsessed about the future, so let’s worry about what’s happening now. And the best way of doing that is by communication – be it any medium. Communication is all about ideas and is the best tool to execute your ideas.
Which are the other markets that you would want to focus on in the next four years?
Geographically, India is my focus and shall remain my focus in the next four years.