GroupM and Quasar have joined hands to build an integrated digital media agency network. As per this development, Quasar will align its media units – Quasar BMS and Blazar – under GroupM Interactions management. The consolidated agency network will now include the existing brands of both the businesses – Mindshare, Motivator, Maxus, MEC, Quasar BMS and Blazar.
This alignment will bring together some of the best brains and professionals in digital advertising in India and will form a formidable force controlling a major share of India’s digital marketing spends with industry leading capability in social, creative, search and mobile.
The alignment will not result in change of leadership for Quasar and Blazar. These two agency brands will continue to run independently, reporting to GroupM Interactions Head, Tushar Vyas. They will also report to an operating board constituting senior leadership from both Quasar and GroupM.
Commenting on the alignment, Vikram Sakhuja, Chief Executive Officer, GroupM South Asia, said, “For GroupM, consolidation and leverage are our two mantras. We have been successfully managing several independent media agencies for some years. As the world goes more digital, we see tremendous synergies by now, aligning Quasar BMS and Blazar into the rest of our digital business. Together, we will bring best of class end to end capability in paid, owned and earned parts of digital media.”
Manish Vij, Co-Founder, Quasar Media, added here, “Digital media is innovating at a very fast pace. Collaborative learning, cross-platform expertise, innovation across digital vehicles and combined media buying/ creative strength will immensely benefit clients of the two market leaders. With this partnership, we have been able to get all of this while keeping the autonomy and nimbleness of each operating brand of both agency networks.”
Harish Bahl, CEO and Founder, Smile Interactive, said, “It’s a move to consolidate India’s best talent, learnings and capabilities under one leadership in order to give the best of innovations and service to our clients. Opportunities in digital advertising are evolving at a very fast pace and we believe that a more collaborative approach will be the key to capitalise on these opportunities for us and our clients.”
Quasar BMS and Blazar are the digital media business units within Quasar. The other business unit, that is, Quasar TWS, which is the Technology and Web Solutions Unit, will be aligned to Possible Worldwide, which was announced on February 16, 2011. It may be recalled that WPP Digital has recently formed Possible Worldwide, a global interactive marketing agency, by combining its four agencies Schematic, Bridge Worldwide, Blue and Quasar.
The International Business Group (IBG), which is the global digital production unit, has been re-christened as Quasar Primo and will continue to focus on creative and technology development for international clients in partnership with different networks of WPP and direct clients.
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International: WPP Digital to create Possible Worldwide