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Madison renames units; adds more services to overall offering

Madison renames units; adds more services to overall offering

Author | Noor Fathima Warsia | Tuesday, Sep 27,2011 8:49 AM

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Madison renames units; adds more services to overall offering

As Madison World readies for the days ahead, some of its recently launched units have begun to deliver for the company. Madison World began Madison Business Analytics a few months ago. This was set up as an independent unit headquartered in Bangalore, headed by veteran Madison-ite Nagaraj Krishnamurthy. The unit reports directly to Madison World’s Chairman and Managing Director, Sam Balsara.

Madison Business Analytics services independent clients apart from that of Madison Media’s.

In a conversation with exchange4media, Sam Balsara said, “The unit has already signed some very interesting clients. From our perspective, this was a much needed service that we have added to our overall offer.”

Another interesting unit that was launched a few months ago under the company’s outdoor arm MOMS is Integrated Experiences Solution (IES). IES offers a combination of creative, activation, below-the-line solutions. Balsara explained, “Their key proposition is being media neutral and the offering will combine creative solutions when they connect with clients, so it all under one roof.”

Madison’s JV with OnMobile, called Kabooza that delves in mobile marketing, will begin soon too.

Until recently some of Madison units were differentiated by virtue of being Infinity One and Infinity Two. Not the best way for units to be named, according to Balsara. As the company refreshes, the names of the units have also undergone a change. As is known, there are three clear differentiated media service brands in Madison World – Madison Media, Platinum Media and MediaCom India.

The Mumbai office under Madison Media now includes Infinity, Sigma and a new dedicated unit for Kraft Foods called Pinnacle.

Under Platinum Media, the company has launched a specialised unit for ITC called Crest.

The Delhi office has Madison Media Plus and Platinum. The Kolkata office has Madison Media and Crest, and the Bangalore office has Omega (earlier was known as Infinity Two) and Crest for ITC.

Madison World’s new structure offers a plethora of services to its clients.

As Sam Balsara puts it, all these steps are in the direction of infusing new energy to gear the company for the next level of its growth, a journey that Lara Balsara and other Madison-ites are taking with him.

(Read more on this journey with Sam Balsara and Lara Balsara’s views in the latest issue of IMPACT)

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