Since the starting of this year, WPP Marketing Group is on a winning spree and the new wins will add a good 15% to its billings, which already stand at 1,500 crore. So far, it has bagged 23 accounts, which include ten new assignments in Mumbai.
The wins however, are not limited to Mumbai alone. "We have gained three accounts in Bangalore, one in Kolkata, ten in Mumbai, one in Hyderabad and four in Delhi and Chennai respectively", says Ashutosh Srivastava, MD, MindShare, which is a part of WPP Marketing Communications in India.
Srivastava on being quizzed what does he attribute this success to-People, Strategy, Resources or Proprietary Tools? says, "I believe a combination of all of these. For WPP Marketing Communications, our biggest competitive edge is in being able to provide quality and depth of resources (read media industry veterans like Bashab Sarkar, Sai Nagesh, Vikram Sakhuja, Nitin Jain, M Suku) at all five locations. Most of the other players in our industry have this kind of capability only in one or two locations, and certainly don't have the depth. Our existing business itself is spread across locations enabling us to staff up all critical functions locally with the best of resources. This enables us to provide quality application of our research, proprietary tools and our buying clout at each location."
Srivastava has a point here as most clients feel more comfortable with the above situation, as they have the flexibility to pick and choose the service they want, locally wherever they are based.
Srivastava corroborates this further "For instance, Funskool was looking at our proprietary tools and research, which Girish Menon's MindShare team in Chennai is highly skilled in. No other agency in Chennai could match this kind of skill base. Similarly, with the Murugappa group in Chennai and Ranbaxy in Delhi."
Sharing the account distribution with exchange4media, Srivastava asserts, "Nine of the new assignments have come to MindShare, seven have gone to Maximize, four to ATG (Advanced Techniques Group)- our consulting division at Bangalore headed by V Balsubrmanium, two to mDigital and one to BroadMind.
The ten new assignments in Mumbai include ICICI (planning), ICICI International and JVC. The Bangalore kitty includes Himalaya Drugs and Weekender, Chennai's pail comprises of Murugappa group and Funskool whereas Hyderabad gets the Eenadu group.
Apart from these 23 accounts, there are various new businesses won by HTA, O&M, Contract and Eqqus (all the agencies come under the WPP umbrella) in the last few months.
Certainly a good start for MindShare and other WPP Communication companies.