Finally there’s a sigh of relief for small and medium sized ad agencies as the highly expensive software for media planning and buying is no more beyond the affordable reach. This has been made possible by a recent tie-up between Mumbai-based ad agency and media software firm, Mediaware Infotech and Advertising Agencies Guild (AAG), a Delhi-based conglomerate of around 40 agencies led by Carat India. The contract would enable small and mid-sized players get a discount of around 25 per cent on different modules of media planning and buying. The prices of the modules range from Rs 20,000 to Rs 5 lac.
Mediaware's client list includes players like FCB Ulka, Rediffusion, Mediaedge CIA, RK Swamy/BBDO, Euro, Carat, Publicis, STAR TV, Sahara TV, India Today and LIC among others.
Biswajit Das, CEO, Mediaware Infotech, says this is a golden opportunity for all those AAG agency members who have not yet automated sections of their operations. While most have automated media buying operations, a majority of them have not switched to our financial accounting module for ad agencies. Most are not even aware that we have recently introduced a module for below-the-line activities, the most profitable but also tricky operation for any ad agency.” Before offering the service to small and mid-size agencies of Delhi, Mediaware Infotech offered a similar service to agencies in Gujarat.
As Das says, at present the group is offering ready software systems for automating publications as well as television channels, along with a specific module for corporate advertisers to automate all activities related to advertising and promotions. End-to-end application integration (EAI) solutions will also be offered soon, he informs. Besides India, the team has also started taking up offshore projects.
Says Kunal Lalani, President of AAG, “The tie-up with Mediaware Infotech will give the mid-sized players a professional edge while competing with bigger players. The 25 per cent discount on various media modules will tremendously benefit each one of our members.”