Michael Greenlees, president and CEO of the TBWA Worldwide global ad network, is in India looking at establishing a full-service, through-the-line operation here and elsewhere. He’s etching out a plan to start and beef up everything from DM to events, promos, database management and interactive.
TBWA is part of the global $6.5 billion-plus Omnicom group, and its India agency is TBWA Anthem.
Global divisions like the $250-million Tequila in CRM (customer relationship management) will come in here by the yearend. And some of their clients like Philips Telecom could well are aligned here. Also, scope is seen in healthcare and their new TBWA Health from New York will also make entry here in time.
The mission is to introduce a planning process and tools which look at and audit a brand’s connection with consumers across media. Such an initiative will increase media penetration here from the existing 20 per cent, says Greenlees.
He is set to launch a `Gene Pool’. This is a people development programme so that people of the TBWA universe can learn from each other across markets and exchange insights and also help them develop skills needed for the future.
The third initiative called Inside TBWA will take off soon. This is an Intranet tool. A sort of digital workroom which permits people across the TBWA network to work together on global clients and pitches and also learn from each other instead of reinventing the wheel.