In a major restructuring exercise Mudra Communications is placing 11 of its services divisions under one entity called Mudra Strategy & Value Creation Group headed by Lakshmi Narayan.
Among the divisions that will come under Mudra Strategy & Value Creation include the public relations business, Horizon, the media buying division Optimum Media Solutions, the outdoor wing Primesite and the research division Mudra Reactive.
The idea behind re-organisation is to create more synergy among the different services division. As a result of this change, there will be two divisions under Mudra Communications: Mudra Advertising and Mudra Strategy & Value Creation Group.
According to sources the internal re-organisation is a prelude to the agency’s international partner DDB Needham increasing its stake in the company. Currently, the Omnicom group-owned DDB Needham holds a 10 per cent stake in Mudra Advertising.
Meanwhile, Mudra is also busy preparing bringing in one of the world’s best-known direct marketing companies Rap & Collins to India. The exact nature of the tie-up between Rap & Collins and Mudra, however, is not known.