Percept’s media planning and buying arm, Allied Media, has entered into a strategic alliance with Mercantile Advertising. As per the alliance, Allied Media would be handling media planning and buying for all the clients of Mercantile Advertising, which amount to a whopping Rs 100 crore.
Some of Mercantile Advertising’s clients include Commonwealth Games Delhi 2010, Kotak Mutual Fund, Indian Oil Corporation, GAIL, Indraprastha Gas Ltd, ICICI Lombard, LIC Mutual Fund, and KVIC, among others.
Speaking on the development, Shripad Kulkarni, COO, Allied Media Integrated Communications Pvt. Ltd, said, “We have high regards for independent agencies and treat them as clients. With four independent competing agencies in our group itself, we have worked out a unique model of working with agencies.”
Rasesh Shah, Director, Brand Planning, Mercantile Advertising, said, “With the new generation of entrepreneurs at the helm, Mercantile has been successful in bagging a flurry of accounts in the last six months. We have been entrusted with the creative duties of clients such as IndianOil (Corporate - Delhi), KVIC and the very prestigious Commonwealth Games Delhi 2010 to name a few.”
“With a young and enthusiastic team, we are also aggressively pitching for clients in categories that range from hair care, aviation to sport. Our endeavour is to provide a complete range of services to our clients. This alliance with Allied Media is the first step in this direction,” Shah added.