The world’s largest media conglomerate, the WPP group, has inked a $100 million outsourcing deal with WNS Global, India’s largest third party business process outsourcing (BPO) company.
The deal, spread over the next three years, involves four of WPP’s market research entities.
“The group has decided to outsource a fair amount of work to India and this deal is a part of its bigger plans for the country,” sources at the WPP group said.
As a part of this strategy, WPP group advertising powerhouse Ogilvy and Mather has already begun outsourcing its creative and non-creative work to its Indian affiliate.
WNS Global also confirmed that it has signed up with the WPP group for market research, but refused to divulge the actual quantum of work, citing a non-disclosure agreement.
Of the $100 million total size, projects worth $ 20 million will be completed in the first year, another $50 million in the second year and the last tranche of $30 million will be completed in 2006-2007.
The kind of work outsourced involves questionnaire design, survey programming, the actual survey, data cleansing, data processing and analysis, to preparing the final presentation.
The WPP group has over 25 market research companies under its information, insight and consultancy umbrella.
Though currently just a Rs 400 crore business in India, MR is a Rs 85,000 crore industry worldwide.