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Media merger becomes a reality in India

24-July-2001
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Media merger becomes a reality in India

Keeping with the global trends, Optimum Media Solutions (OMS) of Mudra Communications, is planning to join hands with its Omnicom Group agencies — RK Swamy/BBDO and TBWA Anthem — to float a joint venture in about three months.

With the economic slowdown, every advertiser is clearly looking for greater efficiency in media buys now. Consequently, media buying houses are looking at ways and means to increase their media clout. As part of the media strategy, the agencies now either pool in their resources and have strategic alliances or merge with other media buying houses.

In a bid to offer focused and specialist media services, Mudra Communications had set up OMS in April 2001. The media division has recently bagged the media business of Zenith Computers and Mother Dairy. At present, OMS’s clientele includes Grasim, Samsung and Satyam Infoway.

Starcom India, the media specialist arm of Leo Burnett, also formally plans to announce its merger with Ambience D’Arcy Media (a group agency of BCOM3). The new entity is expected to be called “Starcom”.

Starcom’s merger will allow the two organisations to manage a transforming media landscape, driven by technology, consolidating media players and changes in the media consumption habits.

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