Dentsu India has entered into a partnership with Evernew Concepts, the fifth largest advertising agency in Pakistan. With this alliance, Dentsu seeks to provide seamless services for integrated communications to its diverse set of clients across the border. Work on three large clients is expected to begin soon, said Sandeep Goyal, Chairman, Dentsu India.
Explaining the reason behind the partnership, Goyal said, “Evernew will be Dentsu’s associate agency in Pakistan. We see a lot of opportunities opening up in Pakistan for a lot of our clients. A lot of our clients have started looking at South Asia as a single market with similarities in consumer behaviour across countries. They are hence looking at leveraging common communication platforms wherever possible. A Dentsu presence through Evernew will help us provide our clients seamless services in this very important neighbouring market.”
Goyal added that the association would help the agency to grow further as “Evernew has a good creative product and they are very good at media”. He also hinted at tie-ups with agencies in other countries in future.
Said Sajjad A. Gul, CEO, Evernew, “We are honoured to be a part of the Dentsu network. Evernew is a strong and respected agency in Pakistan, but a global tie-up with Dentsu will help us deliver better strategies and creatives to our clients. Besides looking at servicing Dentsu clients in Pakistan, we hope to gain from Dentsu’s global expertise across diverse categories and also learn from the Indian agency’s experience on a lot of brands that operate in our common markets.”