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It’s all about the creative: Mudra South

16-February-2004
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It’s all about the creative: Mudra South

It’s back to the basics at Mudra South where a renewed focus has been placed on the creative. The agency’s southern operations, which have been consolidated under one branch, has appointed Jagdish Acharya as its Executive Creative Director. Through its creative revamping, the agency hopes to double its growth rate to 50%.

Elaborating on the agency’s strategy of building a strong creative base, Jagdish Acharya, says, “The objective is to be number one in the south as far as the creative is concerned and through the creative product, win more accounts.” According to him, the official plan is to garner resources centrally. “So far, each branch was working independently. While earlier there were people who worked on clients for other branches, interaction will be greater henceforth. This is the rationale behind bringing the entire south operations under one branch,” he adds.

With most agencies gunning for the complete communication output provider image, Mudra seems to be doing an about turn. Justifying the renewed attention on creative, Acharya statesd, “As far as providing the other services are concerned, it is a parallel ongoing activity within the agency. But we believe that at the end of the day, the creative will be the driver. In the south, as well as any other part of the country, much of the client’s resource is spent on advertising. If the creative does well, the client is delighted.” Incidentally, most of the brands handled by Mudra South are said to be in the brand development stage. Acharya believes that a creative revamping at this stage will earn the agency brownie points.

The southern zone, according to Acharya, holds a number of enterprising accounts. “There is plenty of activity in the south. Though budgets may not be as high as in Mumbai, the potential of advertising here is immense. This sheer volume of advertising is why we are concentrating on our southern operations,” he says.

Apart from appointing a new creative head, the agency is also looking at expanding its entire creative team. But Acharya is quick to state that the criterion for expansion will be solely qualitative. Mudra South, which has managed to retain all its key accounts in the past couple of years, has been seeing an average growth rate of around 25%. With the creative revamping, the agency is aiming to double this figure.

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