After a relatively quiet 2007, GroupM’s agency Mediaedge:cia (MEC) has started 2008 with some aggressive plans. The agency is looking at bringing more specialist units under its fold with the objective of offering more to its clients.
Shubha George, MD-India, MEC, admitted that the agency had been quiet in the last year, but added that several plans were lined up for 2008. She said, “The core principle that MEC operates on worldwide is ‘active engagement’. We’ve had functions that not many agencies can boast of – for instance, Communications Planning, to be able to keep this element alive – and in the longer run, this has helped the agency offer strategies and ideas to clients that have made a difference.”
George further said that while revenue and size was important, it was only one half of the game. She explained, “Clients come to you for what you can give them, and we are clear that our steps forward will be based on this. A result of this is that we have added more divisions to MEC to be able to offer our clients with solutions in the emerging platforms of communications.”
One division added in 2007 itself was MEC Activations, where under the charge of Ashok Iyer, MEC was working closely with GroupM to bring relevant solutions to clients. The second division added to MEC’s fold in 2008 is MEC Interactions. Headed by Biraja Swain, the unit will be offering solutions to clients in the digital space.
Another unit that is expected to make way in India soon is MEC Access, which was launched globally recently, including in North America and Europe, among others. George said, “MEC Access, which offers solutions in segments like entertainment and sports, is a priority on our agenda. We are working towards it and the moment the processes are in place – we have also identified the right people – we will launch it.”
For MEC, 2007 was a good year. George elaborated, “We had aggressive targets for ourselves in the last year, and we surpassed that. We won businesses earlier in the year and the full impact of some of the businesses that we won in late 2006 was seen last year, and the agency has seen over 50 per cent growth. It was a double whammy of sorts, but we are happy our performance during the year.”
Some of the accounts that MEC won in 2007 included CalvinKare, Subhiksha retail and DHL. George said, “More importantly, the agency has doubled its people strength in 2007, and if you ask me, that really means growth.”
If industry sources are to be believed, the year 2008, too, has some good news for MEC though George stated that the agency would announce them in time. “You will hear a lot more from us in 2008, that is for sure,” promised George.