Media Planning Group, India has nothing to complain about its first year of existence. The arrival of the company at the fag end of 2002 was taken with a pinch of salt – a late entrant in a market, which had seen a sudden evolution and hence the emergence of quite a few media independents.
Sandeep Tarkas, President, MPG India states, “We are a 250 crore company today. More than a 200% growth in the first year of our being. In the first year itself, we bagged 12 new businesses. Though not all of them are big accounts, what matters is that we have bagged them in the first year. This takes the total tally of accounts MPG is handling now to over 30.”
Reckitt Benckiser, ONGC, ITV, Triveni Engineering, Eternit Everest, Chhatisgarh Tourism,
IL & FS, Malayala Manorama, Tiger balm, LG Care are among the accounts won in the first year. On the other hand, they lost the HDFC business. Adds Tarkas, “Best way to start a year is to win a business at the beginning and we have bagged LG Care.”
The agency was set-up with a team of around 18 – 20 people, almost all of them from Euro RSCG. Today the staff strength in five offices is 45. Explains Tarkas, “When we started a year back, we were a very small outfit. Our first task was building a strong team. Today we have four full-fledged offices with all media disciplines in place. Calcutta, however, as of now, is a satellite office.”
Looking back at the year gone by, he reminisces, “We started with the Reckitt Benckiser account and a lot of time was spent in building the team for them. Then we looked at other offices, making sure that every office had requisite number of people and resources. The first six months were purely consolidation. After that we moved on to the next task at hand — targeting new businesses very aggressively”.
And now, MPG India is busy launching its new tools in India. Three of them are already being used in the Indian market. As per Tarkas, these are robust and accurate tools. Tools similar to these are being used by other media agencies as well. What really excite him are the two brand new tools, which presently are being customised as per Indian market needs.
“These tools have the advantage of being equipped with latest technology. They are totally different from the rest of the market in terms of their entire construct. People do have tools for the same needs but nothing comes anywhere near it,” states a proud Tarkas.
One of these tools is for market prioritisation in India. Tarkas illustrates, “If, for example, a client has 10 brands and he wants to decide how much money to spend in which market in India, we would have a very scientific answer.”
The second tool is again based on a very intelligent approach. It is a tool that aids you in deciding the right media selection. Using a number of parameters, it finally arrives at an ideal media mix.
As for the plans for 2004, states Tarkas, “We want to be in the top three agencies at least in terms of perception. In terms of financial growth, we are aiming at being in the top five by the end of the year. As is known, MPG worldwide also has ambition of being one of the top five media agencies in the next two years.”