Fairbrother Lenz Eley, the world’s leading media auditing and consultancy company, and Mumbai-based Spatial Access, India’s first media auditing company, have announced an agreement to work together in India and around the world. Phil Welch, Director and Partner of FLE, and Meenakshi Madhvani, Founder of Spatial Access, shared this development with exchange4media.
“The global interest in media auditing and consultancy has seen a very rapid growth over the last few years and India features high on many client lists of markets for greater media focus,” said Phil Welch, director and partner, FLE.
“In response to our international clients’ interest in their media investment in India, we were keen to find a partner with pedigree and standing. Spatial Access fitted the bill perfectly. Meenakshi’s media experience and her reputation in the industry here is excellent and we feel confident our working together will help clients improve the ROI on their media budgets,” Welch added.
The working agreement will enable FLE’s international clients to have local Indian support, while Spatial Access will be able to utilise FLE’s growing global network for Indian clients looking for international auditing and consultancy.
FLE has recently developed new partnerships in the USA, Australia and China. “Our clients are inviting us into an ever growing number of markets and having key local partners is essential. We already have offices or partners in most of the European markets and a new office in South Africa is planned this year. India is a massive market with a sophisticated media scene; it was a natural step for us to seek a suitable partner here,” Welch said.
FLE currently provide media auditing and consultancy services to some of the world’s largest advertisers, working in 56 markets. Established in 1990, FLE monitors and advises clients on around $5 billion of media investment.
Spatial Access was launched by Madhvani in October 2003. The company has grown steadily and has over 24 clients in India. In a short span of 12 months, Spatial Access has audited over Rs 400 crore worth of media spends across the country, she informed. Said Madhvani, “The role of media auditors is being recognised not only by advertisers but also by those agencies who are committed to delivering value to their clients. Any new concept meets with resistance and this is equally true of the concept of media audit. Change, even if it is good, can be regarded with suspicion. The increasing client base and their satisfaction with media audits is proof enough that the time has come to recognise the fact that media audits is here to stay.”