Setting all speculation to rest, Publicis Groupe Media has announced the launch of its consolidated media negotiation unit India Media Exchange (IMX). The announcement was made by Jack Klues, Chairman, Publicis Groupe Media. He was speaking on how the media assets of the Publicis Groupe in India -- represented by Starcom MediaVest Group and ZenithOptimedia -- will be leveraged to create significant scale, which would then translate into an approach allowing a unique competitive advantage for their clients.
IMX will be headed by Shyam Shanker as President, supported by a team of media buying experts that will represent both Starcom MediaVest Group and ZenithOptimedia. IMX will be based in Mumbai and have offices in Delhi, Bangalore and Chennai.
IMX has been created to manage the combined buying functions of Starcom MediaVest Group and Zenith Optimedia. Media planning will continue to remain within the respective agency brands, which will maintain their unique identities.
Klues commented, “At a time and environment where media agencies are not merely buying space and time, but creating opportunities that did not exist before, or buying something that was not previously available for sale, we realized that opportunities for collaboration are immense and were really unexploited. Today is all about specific solutions for specific contexts that take into account the needs of a client and brand, the mindsets and habits of consumers, and the vast panoply of content made available in media.”
He added, “IMX will do exactly that -- customize the services and solutions that are context specific, leverage to create scale and convert it to create a unique, viable advantage for our clients’ businesses. This context-driven scale will bring about a paradigm shift in the industry and we found someone in Shyam Shanker to bring about this change, with his credentials and experience in procurement, with the curiosity and creativity to help us materialize this vision.”
Said Shanker, “IMX will primarily operate on the principles of scale that deliver solutions which are textured, differentiated and context specific. Solutions that fit the needs of individual clients – not cookie-cutter savings across the same set of media driven by the application of sheer size-based negotiations, but solutions that emerge by engaging the best energies of media owners and agencies, that take into account the needs and capabilities of all parties and deliver a lasting, meaningful competitive advantage. IMX will guarantee transparency to clients as its way of working.”
Shanker started his career 25 years ago, after having graduated from Nagpur University in B.E. Mechanical and PGDMM from IIMM Mumbai, when he first started working with Blow Plast Ltd. as Executive-Materials. In 1987 he moved to Marico Industries where he handled various portfolios for eleven years as GM-Materials, GM-Commodities and Purchase Manager.
He moved to Dabur India Ltd. and headed the Central Purchase and Planning Department from 1998 to 2001. After Dabur, he moved to Shaw Wallace where he was driving Central Purchase as Sr. Vice-president and then joined Bennett, Coleman & Co. Ltd. as Vice-president, Business and Commercial. He also established a corporation, Continental Overseas Resources Inc., while spending a year in the USA.
Shanker has literally grown into the procurement and materials management industry. With a portfolio that is luminous with names such as Bennett, Coleman, Shaw Wallace, Dabur India, Marico Industries and Blow Plast, he brings to the table not just experience but an insight into materials management, procurement and the intricacies of supply chain management.