Even as Ogilvy & Mather India (O&M) is beefing up operations of its new business unit ‘Ogilvy Activation’, Wunderman India, the sister concern of Rediffusion-DY&R, is planning to expand its operations and offerings to reach out to a wider target audience. To start with, Wunderman India, the direct marketing agency of the worldwide Young & Rubicam (Y&R) group, is planning to set up offices in Bangalore and Hyderabad soon. Meanwhile, Ogilvy Activation is planning to foray into sports and film marketing in the new year.
According to Wunderman India chief executive officer Rajat Sethi, the agency is chalking out a 3-pronged strategy, including organic growth plans, tie-ups and new media initiatives. “We are on an expansion mode. Soon, we plan to set up offices in two more metros. Also, we plan to partner with leading event management companies for our onground activities,” he added. In addition, Wunderman plans to launch new media marketing concepts which include mobile marketing and Direct Response TV (DRTV) techniques to meet the growing demands of its clients.
At present, Wunderman India has offices in Mumbai, Delhi and Chennai. Set up in 1998, the agency now handles the direct marketing accounts of Citibank, DHL, AirTel, ICICI Prudential and Ford among others. On the other side of the spectrum, Ogilvy Activation is planning to foray into new areas such as sports and film marketing, said Ogilvy Activation president Pratap Bose. “To begin with, we plan to strengthen our operations. Also, we plan to expand our offerings by foraying into sports marketing. We plan to market tennis, golf and cricket tournaments in India. Further, we’ll be hosting exhibitions and larger events for our clients,” he added.
Incidentally, O&M India had consolidated the operations of its four ‘Out Of Home (OOH)’ units by launching ‘Ogilvy Activation’ in May this year. With this move, O&M had merged the operations of Ogilvy Land-scapes (outdoor advertising), Ogilvy Signscapes (the retail brand identity division), Ogilvy Live and Ogilvy Out-reach. On the growing popularity of non-traditional media plans in the Indian market place, Mr Bose said, “I think non-traditional media will play a siginificant role in promoting brands in the new year. Which is why, we consolidated all our OOH units under one roof.” Echoing similar views, Mr Sethi observed that there’s a clear shift in the proportion of ad budget allocated to the ‘below-the-line-marketing’ activities in India. “Recognising the growing significance of direct marketing plans, companies are now keeping aside more money for such activities,” he said. Clearly, the accent seems to be on ‘non-traditional’ marketing mode in India.