Vyas Giannetti Creative, known as a creative hotshop, is no longer satisfied just being known as a creative boutique. Good performance for the year 2003-04 has encouraged the agency to spread its wings. As per agency sources, annual billings have jumped by almost 100% to close the year at Rs 30 crore. The agency has now set itself a target of Rs 50 crore billing for the current year.
“We have spent the last six months consolidating our existing businesses and restructuring our agency. Last year was great, with a majority of our growth coming from existing clients. This is a great sign of confidence from all our clients,” states Preeti Vyas Giannetti, Chairperson and Chief Creative Officer, VGC.
But are the agency’s projections not over optimistic? What has led it to believe that it would grow at a rapid pace? Atul Hegde, Vice President, VGC argues, “There is a large segment of clients who are looking at ‘specialists’ like us to deliver quality creative work. As an agency today VGC has completed its metamorphosis into a new-age communication agency. Today, we are no longer looked upon as merely a design house. Around 70% of our billings come from mainline advertising. The optimism also stems from the fact that we are on the verge of closing some key new businesses and have some new ventures in the offing.”
In line with its ambitious plans, VGC is also going through major restructuring and an outcome of that has been setting up of strategic planning unit. States Hegde, “The need to start a strategic planning unit is a logical extension for us. This division will further enhance our creative product. We have always stood for cutting-edge creative and now with this added focus on strategic planning, our product is bound to benefit. This unit will also play a crucial role in new biz development.”
The target the agency has set for itself combined with the restructuring process have also triggered off a recruitment spree. “We are now on a full swing recruitment spree. We are looking for talent across the board in servicing, creative and planning. We are at a very exciting phase at VGC and are looking for talented individuals to come and join this journey,” he says.
VGC is of the view that the market is today looking for customised solutions from specialist. It’s no longer size that matters. As per VGC, there is huge segment of clients who spend in the range of Rs 3 crore to Rs 8 crore per year and are looking for smaller, leaner, and proactive agencies. And, this segment is growing. “That is where we come in. VGC offers these clients cutting-edge creative backed with sound strategic fundamentals,” claims Hegde.
Key clients of the agency are The Aditya Birla Group, Birla Sun life, The Times Of India Group, Pidilite, Tata Corp, Alkem labs and Taj Hotels.