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New business, clients growth help Initiative Media cross Rs 1,000 crore billings

27-December-2002
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New business, clients growth help Initiative Media cross Rs 1,000 crore billings

Interpublic Group company Initiative Media has crossed Rs. 1,000 crore in billing on the strength of new businesses, new divisions and the growth of its existing clients.

The media specialist's new clients include the AOR for LG, Eveready, Zydus Cadila, Sara Lee TTK, MRF, IDEA Cellular and ICICI Prudential Life. Growth has also come from a strong showing by existing clients like Bajaj Auto, Britannia, Maruti, ITC, Pantaloon, Wills Sport, HSBC, Amul undergarments and Reynolds.

Among its many divisions, Advent, the events and promotions division, has the exclusive licensing and merchandising rights for the ICC World Cup 2003, and expects to see strong growth next year. Linterland, its rural arm, has also added new clients to its roster, and the agency has digitised close to 6 lakh villages on Lincompass, which enables procuring information on these villages at the click of a button.

The outdoor division, Aaren Initiative, also has seen growth, and Digital Initiative is the biggest buyer of Net advertising, encompassing over 300 sites. Another division that the agency is bullish about is the recently launched Lintertainment, which will market films, music and entertainment plazas.

The division is in discussions with two or three top production houses, and has commenced work with one, which plans to release a film in March-April. The agency hopes to do work on six to seven "good films" in the first year, and is currently devising methods of pre-testing a film's cost, story and the music.

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