In just three months of its launch, Blazar, a 360-degree digital marketing agency, already has on board clients like MakeMyTrip.com and Shine.com. The second digital agency from Quasar aims to be about 30 per cent of what Quasar’s brand and media solutions business is today by the end of 2010.
Quasar, the online media agency owned by WPP Group, claims that although its domestic business witnessed growth in 2009, the growth was not as per expectations. However, it was the Technology and Web Solutions Division that was the fastest growing business of Quasar.
It may be recalled that only recently Quasar had created three divisions – Brand and Media Solutions, Technology and Web Solutions and International Business Group – and the very reason for this growth is said to be mainly because of the economic slowdown.
Some of the big account wins for Quasar in 2009 include Eureka Forbes, IndiaMART.com, Balaji Telefilms and Shine.com, to name a few. This apart the online media agency had also partnered with Enfatico and Wunderman. In a market dominated by Cost per Click (CPC) or Cost per Lead (CPL), from a performance stand point, Quasar looks at bounce rates, time spent by user, that is, engagement and action, as the measures of performance.
Looking ahead in 2010, Quasar is gearing up for IPL3 by working on solutions for clients and its potential clients on how they can utilise IPL3 and promote their brands as well. This year, one of Quasar’s prime agendas is to maintain its leadership position in the country, wherein the online media agency aims to grow even faster than the industry.
In conversation with exchange4media, Manish Vij, Group Co-founder, Quasar, highlighted, “For our domestic business, the year 2009 was not as great as it was expected to be, but we did grow in 2009 as well. There were challenges, but at the same time, it was also a great opportunity for us. We made our delivery system stronger and more innovative for our consumers. Our Digital Production centre was the fastest growing business of Quasar and the factors for digital production business to grow was the economic slowdown itself.”
On Blazar, Vij commented, “Blazar is growing pretty well as per expectations, however, it will take its own time before it witnesses huge growth. As compared to Quasar, Blazar is more creatively inclined and gives complete digital marketing to its clients. I believe, by the end of 2010 Blazar will be at least 30 per cent of what Quasar’s ‘Brand and Media Solutions’ business is today.”
“In 2010, we want to maintain our leadership position in the country, which would remain our target for long, which means that we have to grow faster than what the industry is growing and create further disproportionate influence in media buying power, create more innovative promotions for our clients and offer them better deliveries and get deeper engagements with the consumers. If this happens, and we grow horizontally and vertically with our clients and potential categories, I think Quasar will retain its leadership position and that is our prime agenda,” Vij affirmed.