The 120 crore TBWA/Anthem is going to don a new name from next week onwards. It is set to become TBWA India from TBWA/Anthem. It is not just the name, which is changing. The agency is witnessing quite a bit of restructuring as well off the late.
Speaking to exchange4media, Preet KS Bedi, the President & CEO of TBWA/Anthem confirmed the news. "The changeover to TBWA India is part of the TBWA Worldwide's, which holds a majority stake in the Agency, policy to stop using the local agency's name and instead use the respective country's name as a suffix to TBWA. The change in name is expected to be formalized by next week."
K George John, the Chairman and Managing Director of TBWA/Anthem had founded the agency in 1988 when it used to be known as Anthem. The New York based TBWA Worldwide picked up a stake in Anthem in 1997 and thereafter it became TBWA/Anthem. Today, it has offices in Delhi, Mumbai, Chennai, Pune and Trivandrum.
The agency is currently undergoing a restructuring exercise too. The process started when Bedi left Lowe to join TBWA/Anthem in a surprise move in the first week of September this year. Another Lowe hand, Kanwal Toor, moved in as Director-Strategic Planning in the Mumbai office. Subramani joined in as National Creative Director, again in the Mumbai office. Speculations are rife that another old Lowe and TBWA/Anthem hand, Benny Thomas, is also expected to join the agency. But Bedi refused to confirm Thomas's appointment. It won't come as a surprise if we witness some more movements at a senior level soon in the agency. Already Sandeep Mohapatra and Zubin Driver have left the agency some time back.
It should also be noted that TBWA/Anthem's parent group, Omnicom Group, is entering the Indian market in the media services also through its media network Optimum Media Direction (OMD). TBWA/Anthem is expected to have a 25% equity stake in that. Similar shares are reported to be offered to other Omnicom Group agencies in India including DDB Mudra and RK Swamy BBDO.