R K Swamy BBDO has launched ‘Collage’, a speciality-consulting group in the area of branding, design and creative services. Pankaj Mridul, who headed Contract Advertising’s Delhi operations in his previous assignment, will head Collage. This marks his return to the group, having been with the agency for six years from 1997 to 2003.
Elaborating on the new division, Srinivasan Swamy, CEO, R K Swamy BBDO, said, “The market is getting more and more specialised, and clients have been seeking specialist services to derive a competitive advantage in the market. Our goal in creating Collage is to ensure that this area receives the focus it rightfully deserves, through appropriate staffing and management attention. We will invest to build Collage into a pan-Indian operation. We are very excited with this development.”
The group will be separate from the agency’s mainline services that include mass media advertising, media services, and speciality services in pharma, social and rural, HR and customer relationship management (CRM).
Mridul said that his decision to join Collage was an easy one as “I know and respect the group, whom I regard as not only leaders, but count as among the best in the business. Collage has a unique opportunity. We see the aspect of design as strategic, and this can provide a powerful differentiator to our clients. We will only seek and work with clients who share a similar outlook on the power of branding and design, and we are looking forward to producing some outstanding work for them.”
The team is expected to be relatively small, but highly specialised and talented. Collage had already started work on a couple of ‘confidential’ projects, said a company release, quoting Mridul. Operations have commenced from Gurgaon, and the group will expand to Mumbai soon.
“We will service clients all over India and will evaluate the need for other offices as we go forward. Right now, the focus is on identifying the right clients and staffing to serve them,” Mridul said.
R K Swamy BBDO, a part of the Omnicom Group, operates a six-office network and its clients include Abbott, Dr Reddy’s, Hawkins, ICI, Indian Airlines, Henkel, Mars Chocolates, Mercedes, Raymond, Sara Lee, SBI, and Visa, among others.