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It’s action time at brand consultancy firms

25-July-2002
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It’s action time at brand consultancy firms

Companies are now opting more and more for specialised services of creative boutiques and brand consultancy firms to stand out in the clutter. As a result, it is action time at brand consultancy firms like Alok Nanda & Company Communications, Chlorophyll and WPP’s RMG David in India.

Alok Nanda & Company (Communications)—ANC has now spread its wings to do work for international markets. In addition, ANC is also involved with the Taj Group’s prestigious project called Taj Erotica Maldives. The new account win involves creating advertising in international markets of Europe and Japan.

To handle the influx of new account wins, ANC has recently recruited competent advertising professionals in a bid to add muscle to its team.

According to industry sources, ANC has almost clinched the account of a major retail chain in India recently.

On the emerging trend in the Indian industry, says a leading advertising professional in Mumbai:‘‘Many Indian companies have now realised that creative thinking finally comes from a small group of people and not the agency as a whole. In fact, advertisers prefer creative boutiques because of the undivided attention which they get from small outfits.”

Sharing similar views, Mr Kiran Khalap of Chlorophyll, a leading brand & communication consultancy services agency, observes that Indian corporates are more open to employing the services of smaller groups. Recently, Chlorophyll bagged a host of new accounts including HLL’s new launch ‘Ayush’.

In the case of Chlorophyll, growth also comes through increased revenues from the same client, because they see the value-additions made by Chlorophyll.

According to Mr Khalap, Chlorophyll’s organization model is not scalable. Hence, the agency intends to handle only a fixed number of assignments at any given point in time.

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