Ogilvy & Mather Private Limited (O&M) has carved out a separate outdoor division called Ogilvy Landscapes. The agency is going to formally launch it by the end of February. The division is aiming at billing worth Rs 150 crore by the end of 2002.
Ogilvy Landscape is going to have its own research and monitoring facilities. According to the sources, Ogilvy Landscape has an aggressive strategy of acquiring blue chip companies as clients this year. The formal launch of the division is being planned with publicity events, like roadshows in the major cities, during this month.
The outfit plans to explore more media vehicles to make outdoor advertising effective. Sports events, especially cricket matches are going to be popular publicity platforms that the division is going to explore for its clients.
O&M begun its outdoor publicity unit in 1993 as part of its media wing. The unit began with billing of Rs 45 lakh in 1994. Since 1993 O&M has invested over Rs two crores in the unit. Last year the unit’s billing amounted to Rs 125 crores.
Ogilvy Landscapes has a client roster of 70 clients, 55 per cent of whom are non O&M customers.
Source: Financial Express