Nearly four months after ZenithOptimedia launched its specialist division, Newcast, in India, Mark Waugh, Head of Newcast UK, and Managing Partner Oliver Harwood-Matthews are on a visit to India to share the best practices from their global role and take their India plans forward.
Newcast, a specialist division of ZenithOptimedia, which develops and executes non-traditional media solutions was launched in India, the first outside Europe, in in March 2009.
Waugh and Harwood-Matthews are holding a series of meetings with several media owners and advertisers to strengthen their operations as well as gauge the market. exchange4media caught up with both to know more about what brings them to India.
Having met representatives from Nestle and Hyundai, Oliver Harwood-Matthews shared, “In the UK, 7 per cent of ZenithOptimedia’s billings is going through Newcast and that is after two years of existence in the UK. So, we are anticipating at least equal representation from India, if not more.” He further said that the reason for their visit to India was to demonstrate that non-traditional media solutions could deliver the disproportionate Return on Investment (ROI) in the country.
Taking a stock of bullish signs of India’s economy at a time when the rest of the world is still grappling with the economic slowdown, Waugh said, “Even in Western Europe, where billings are in decline, non-traditional spend is still growing. So, one can imagine the potential in a country like India.”
Waugh informed that India’s television media was the key area of interest to grow Newcast’s operations here.
According to Waugh, one of the reasons for their visit was to identify the resources in the organisation. The India division of Newcast is being headed by Navin Khemka, who is also Senior Vice-President, ZenithOptimedia. Currently, Newcast is based out of Gurgaon and a team of specialists from within the existing team of ZenithOptimedia are working in the new division. This division has been pogrammed to provide services such as branded content, sponsorship, events and experiential marketing.
Newcast is now looking to expand its base to countries such as China, Spain, Italy and the US by the end of 2009.
ZenithOptimedia rolls out non-traditional media solutions arm, Newcast, in India