Ogilvy & Mather India, is in the process of putting together a series of strategic alliances and mergers and acquisitions in the sunrise area of non-traditional media.
Spearheading this drive is the agency’s recent strategic alliance with healthcare communications specialist Sohum which will culminate in a 51 per cent equity holding by early next year, informs Ranjan Kapur, managing director, O&M.
The decade-old Sohum will then be merged under the existing Ogilvy Healthcare and Kapur projects bringing together a business amounting to billings of Rs 75 crores by end of next year.
Owned by Susan Josy, Sohum brings to the counter a team of specialists with pharma and hygiene management backgrounds and a bounty of big clients such as Unichem, Glaxo, Novartis and Nicholas, for whom they provide healthcare communications.
A host of other new initiatives under the aegis of Ogilvy’s `new business’ group steered by Prita Singh are expected.
For one, there will be Enterprise IG, the world’s leading identity group and a WPP company based in London, getting into a majority equity deal with a local identity specialist. This too will initially be a separate company under the Ogilvy banner.
Retail identity and design and the fabrication of retail outlets have been also identified as nascent but big boom areas.
B D G McColl, the global retail identity company of the WPP Group will be hanging up its shingles here in majority equity deal with a local retail identity company, informs Kapur.
This flurry of new initiatives is in line with the agency’s vision of providing 360 degrees holistic communications solutions to its clients.