Top Story

e4m_logo.png

Home >> Media - Others >> Article

BroadMind to make way for specialised agencies in GroupM stable

09-May-2005
Font Size   16
BroadMind to make way for specialised agencies in GroupM stable

BroadMind, the GroupM's 360-degree solution provider in area of non-traditional media, will cease to exist in its present form in India. Even as specific datelines are not yet decided, the brand will be disbanded. Thus, bringing in three specialised units - M Entertainment, Performance and Dialect & D' Mart.

Presently, India is the only country, where the brand 'BroadMind' exists with sub-units like BroadMind Entertainment, BroadMind Sports and the activation arm Dialect & D' Mart. In other countries, the agency has been re-branded to make way for specialised units.

Following the international trend, the Indian media scene will also see changes. BroadMind's M Suku said, "Presently, BroadMind has different functions in entertainment space (with television, films, music), sports and also in the area of activation. The road ahead will see these specific areas evolve into independent companies under the GroupM umbrella."

In the Europe and South Asia market, BroadMind Sports has changed into 'Performance,' a sports specialist agency. 'Performance' has also been set in Singapore with Mike Rich on the helm of affairs. Rich is in the process of studying the Asian market closely to draw an agenda on when will the agency enter which country in this market. While China is priority due to Olympics 2008 and so are the Far East markets, Suku said that India too is high on the radar and hence we will see 'Performance' in the country soon. Until then, all sports requisites would continue to be handled from BroadMind Sports.

Television content is already finding its way in the newly-formed 'Matrix'. However, BroadMind Entertainment, which is under the supervision of Navin Shah, will see all its initiatives in TV, films and music, shifting to the re-branded M Entertainment. Suku said that a dateline in this regard is also not finalised yet.

With other GroupM agencies, in addition to Matrix and BroadMind or M Entertainment taking content initiatives (Maxus Delhi put together the Jassi-VLCC deal for Sony), aren't there too many areas of overlap for this space? Suku replied, "There are areas of duplication presently but we are looking at how to tackle these."

The third agency to emerge is 'Dialect & D' Mart,' which outlays the broad plan of action of any media plan. Where Dialect's focus is on consumers, D' Mart focuses on trade and retail solutions.

The complete picture sees BroadMind disintegrating into these companies, a step towards further specialisation, consequently ending the 'BroadMind' brand name completely. Suku said that there is no hurry on these changes but that this is only the roadmap for BroadMind.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video