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What slowdown? It’s time to grow for Allied Media

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What slowdown? It’s time to grow for Allied Media

Slowdown or no slowdown, Allied Media, the media agency of Percept Ltd, is quite gung-ho about its growth following its accomplishments in the last quarter. The agency has added business worth over Rs 460 crore in the last quarter. In an exclusive conversation, Shripad Kulkarni, COO, Allied Media, shares the agency’s growth plans the revenue target for 2009, as well as beating the slowdown.

Some of the recent wins of the agency include BSNL, No Marks, Panasonic and Future Group. It may be noted that Allied Media is one of the agencies empanelled on the business for BSNL, the others being Motivator, MPG and Prachar Communications.

Post the acquisition of stake in Percept Ltd by Kishore Biyani, Allied Media bagged Future Group’s line of business. Most of the businesses for Allied Media have been bagged through the doorway of Percept H, the creative agency of Percept Ltd. In that regard, Kulkarni explained, “We have creative agencies within the group that keep bagging and winning business and thus, that adds to my media businesses as well.”

On the agency’s growth target, Kulkarni said, “We have clocked Rs 460 crore in the first full year of operations. Our target for the current year is roughly Rs 900 crore and I have already locked it.”

With so much action at the agency, Kulkarni is looking at expanding his staff strength further. Currently, the agency’s strength is at 51, and there are plans to add another 21 members to the family. The recruitment will span the topmost levels to trainee recruits. On being asked if any names had been finalised, Kulkarni replied that they were still in the process of bringing in more people.

When asked about the impact of the slowdown on the agency, Kulkarni countered by asking “What slowdown?” Speaking further, he asserted, “In today’s scenario, where companies are cutting down on their workforce, Allied Media, on the contrary, is expanding its workforce by about 40 per cent. So, we are bucking the trend and beating the so-called ‘Slowdown’.”

Kulkarni has ambitious plans of making the company among the top two media agencies in the country in the next 2-3 years.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.