Mudra DDB is setting up its local media AOR (Agency of Record) called OMS, or Optimum Media Solutions, to handle Rs 150-crore worth of media-only business, or clients who don’t repose their creative business with the agency. OMS is in talks with the gigantic, global media specialist Optimum Media Direction for a JV or to be part of the setup as a separate brand when it enters India.
OMS adds to all the hurly-burly of leviathan Mindshare setting up shop here to handle media buying and planning for all WPP Group ad agencies here, and forecast being made about a media front one day forming to handle media buys for IPG (Interpublic Group) agencies in India.
DDB is part of the Omnicom Group, along with the TBWA and BBDO ad networks. The Omnicom Group has its global media buying and global planning specialist called Optimum Media Direction, which on overseas markets consolidates the media functions of all three agency brands.
OMD is expected to come to India within year’s time, and then OMS will be folded into this unit as separate brand, along with the media departments of TBWA and RK Swamy BBDO.
Some of OMS’ key AOR clients are Grasim, Madura Garments, Nutrine, Samsung and Satyam Infoway. OMS expects to do some Rs 400 crore of AOR business or media-only accounts by end 2001-02. However through all this, Mudra DDB’s media department which handles full service clients will continue to remain separate and in-house in view of business conflicts or clients which could be rivals of OMS’ clients.
OMS will be headed by media veteran Amit Ray, VP media at Mudra. OMS is on the lines of an independent media specialist like Zenith or Carat. An AOR like OMS obviously promises economies of scale that are implicit in bulk media buying. This clout will leveraged for the media buying needs for Mudra’s full service clients too, now and even after an OMD comes in here.
OMS kicks off with a huge proprietary `Reading & Noting Study’, conducted by AC Nielsen.