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.