Further to our News Flash earlier today, Group M in an official communiqué to exchange4media.com has confirmed the formation of a MindShare Fulcrum-like media outfit dedicated to LG Electronics business. The new outfit will be called WPP Team LG and based in Delhi.
WPP Team LG is the second unit within Group M built around the needs of a single client, after MindShare Fulcrum was dedicated to Hindustan Levers media business. This reflects the size of the account and needs of the company.
Confirming the appointment, Anil Arora, Head of Marketing, LGEIL, said, "We are pleased to extend our relationship with the WPP group in India. We chose WPP Team LG over the others because we saw great value in its ROI focus and its 'House of Media' based approach, which was fully aligned with our objective of creating huge and profitable growth for LG in the Indian market”.
LGEIL has set itself very ambitious targets this year and advertising and marketing will have a pivotal role to play in the successful achievement of these targets. Therefore, in order to decide its media partner, LG gave weightage to critical factors like the depth of resources made available to client, strength of the media partner in the marketplace and the unique combination of strength in traditional as well as non-traditional communication channels. The most important criterion was the agency’s “ability to deliver”. The media agency will have to integrate media operations across 40 branch offices, 66 central area offices and 65 remote area offices. A strong infrastructure base was therefore of paramount importance.
Happy with the win, Andre Nair, CEO Group M, South Asia, said, "This is a great start to 2004, and we are aggressively investing in this new venture, so that we deliver great value and consolidate our relationship with LG group in India. We were able to convince LG by demonstrating our understanding of the market, and how intelligent use of our size, coupled with our integrated media solutions approach, can be used to deliver significantly better business results for the client."
With the prized catch in its kitty, Group M is now getting ready to create a strong team that meets the client expectations. To find out who will head this new Group M outfit, watch this space.