Given the growing significance and percentage share of out-of-home in an advertiser’s BTL mix, quite a few agencies have added a second OOH agency to their arsenal. While Madison Media has MOMS and Platinum OOH, Starcom Mediavest has Navia and Vector. Joining this list now is Aegis Media Group, which has launched its second OOH agency Brandscope in India, in addition to its already existing Posterscope.
In an exclusive conversation with exchange4media, Ashish Bhasin, Chairman India and CEO, South East Asia, Aegis Media, and Director, Posterscope, APAC, spoke about the latest venture and how it would change the face of OOH.
When asked whether Brandscope would not compete with Posterscope for clients and revenues, Bhasin admitted that in some ways it would and that they might compete. He, however, added, “Brandscope’s focus will be more on keeping the brand at the centre of an OOH solution. Something like this has never been done in this manner in India before.”
“Brandscope would ideally work for all brands, but they could be handling conflict brands as well. Since Posterscope has grown so rapidly, the agency is getting blocked out in many categories, so Brandscope would take away some of the load,” he explained.
On how high or low Aegis Media placed its OOH business, Bhasin said that OOH had been very successful for them and profitable from day one. He expected the OOH business to account for nearly a fourth of the group’s revenues in 2011.
Though Bhasin refused to divulge the growth figures, he did say that the group had exceeded its growth targets in 2010 and had had a growth of well of over 50 per cent. “With Posterscope, Hyperspace and Brandscope now in his kitty, I expect Haresh (Nayak, Managing Director, Posterscope India) to better that in 2011. A tough ask, given that the base is much bigger, but am sure he will get there,” Bhasin added.
Meanwhile, speaking about the new agency in a release issued, Bhasin said, “Brandscope is a unique proposition that puts the brand at the heart of an OOH solution, using the world’s latest tools and a global knowledge bank. Haresh Nayak will be the domain expert on OOH for both our OOH businesses in India. This is an advanced and a new concept in the field of OOH and I am sure Brandscope will revolutionise the role of OOH in brand communications in India.”
Haresh Nayak, Managing Director, Posterscope India, added here, “Brandscope will look into the brand’s personality and its promise through its creative use of OOH. It will not necessarily look at using an existing medium, but will be more about innovation and creativity in the ambient space, keeping in mind the brand’s aspirations and the communication premise. We believe that the future of OOH depends on how well we can use the environment and ambience to engage the audience with the brand. We are also pleased to announce that Fabian Cowan will be the Business Head of Brandscope in India.”
Brandscope will launch its operations in India with five clients – Indiabulls, Fin Air, Arcil, JK Paper and Kewal Kiran – from the day of its inception. More client acquisition announcements are likely to be made before the year ends. Starting with a team of seven OOH brand specialists in India, Brandscope intends to expand the team to 18 in 2011, initially in Mumbai, Delhi and Bangalore, but adding on more centres as required.
Brandscope is part of Posterscope Worldwide, which has its presence in 26 countries across North America, Europe, Asia Pacific, and South Africa. Brandscope will use the expertise of the group’s other successful offerings like Hyperspace and will redefine OOH usage through the group’s proprietary Prism Suite of tools that have been developed over time in order to provide cutting edge solutions to clients. The Prism Suite comprises 13 different tools such as Prism Plan, Prism Map, Prism Creative, Prism Monitor and Prism Score. Of these, eight are operational in India.