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It’s a new vision this New Year for Rediffusion Y&R

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It’s a new vision this New Year for Rediffusion Y&R

Rediffusion Y&R is all set to roll out its new agenda this weekend, which includes a new vision, direction and expectation for 2009. Mahesh Chauhan, Group CEO, Rediffusion Y&R, talks exclusively to exchange4media about this common agenda across all the operating companies. He also said that Rediffusion was growing at 40 per cent as a group.

The agency has had a busy 2008, be it roping in new talent pool or re-christening its units like design and digital cell. However, in the last four months, Rediffusion Y&R, under the leadership of Chauhan, has been arriving at a common agenda across all the operating companies.

On being asked about this common agenda, Chauhan explained, “We are working on the new vision of Rediffusion Y&R. I had embarked on a certain journey with the creative agency. And I wanted to feel a fair sense of closure of the journey before I took on the larger role. However, I had always known that the role was coming. Hence, first the vision had to be rolled out and then had to be augmented, which then was followed by doing a bit of co-creation in terms of embellishing the vision better. So, the rollout is happening over the weekend, which will be followed up with a clear agenda, direction and expectation for 2009.”

According to Chauhan, the agency is growing at 40 per cent as a group. On the growth target for 2009, he said, “If the industry is at 9 per cent growth next year, as per my projection, I won’t be happy if we don’t achieve a growth of 25 per cent. Hence, for next year, the target will be double the industry growth rate.”

The year also saw Rediffusion Y&R bagging a total number 20 new businesses, which include the likes of LG, SimpliFly Deccan, and Marico, among others. While in the last one year, there also have been three losses – Franklin, Tata Sky and Colors.

Said Chauhan, “I must state that some of the losses were because we felt that things were not going right and hence, had to part ways. The fact is that we have our fundamentals right and we are willing to bite the bullet, because we believe in the direction that we are taking. So, at times there are sacrifices that we have to make.”


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