As part of its global strategy to improve cost efficiencies, Leo Burnett and its specialised media buying outfit Starcom Mediavest Group (SMG), plans to service multinational companies with no Indian presence from the country.
To do so, Leo Burnett/SMG will set up a team of professionals for a particular region to develop and execute advertising strategies for foreign clients. This team would act as an interface between Leo Burnett's foreign clients and the various Leo Worldwide/SMG entities in the region.
The services to be provided will include direct promotion of multinational clients and prospective multinational clients, provide market research, analysis and creative solutions, advise and assist specific advertising programmes undertaken by Leo Burnett India, especially those companies which have or are planning coordinated programmes in other Asian countries.
The foreign company would charge the Indian company a fee up to eight per cent of the gross billings recovered by it from media buying and media related assignments executed for such multinational clients.
Leo Burnett Worldwide Inc, USA and SMG will charge the Indian entities technical service fees of up to five per cent of the gross annualised billings of the company. This is in addition to the eight per cent multinational client servicing fees.
According to the latest A&M Agency Report, Leo Burnett was ranked number nine, with gross income of Rs 37.59 crore in 2000-01. Worldwide, the Leo Burnett Group was recently bought over by French advertising major — Publicis.
Source: Business Line