Seven months since its India launch in September 2008, Posterscope, the global OOH agency from the Aegis Media stable, has unveiled its bullish plans. Posterscope India, which currently has presence in 16 cities, aims to cross 30 cities by the end of this year with more than 100 people on board.
Ashish Bhasin, Chairman India and CEO South East Asia, Aegis Media, told exchange4media, “Posterscope India this year will certainly see a 100-plus percent growth, as against a 3-4 percent growth in the out of home industry this year. Thus, Posterscope India will most definitely grow three to four more than the industry.”
He further said, “In India, the slowdown has worked in our favour because we came at a time when the slowdown was just beginning. The economic slowdown has made the clients ask for more accountability and we are the only ones to have the tools that deliver accountability, thus, we are actually ahead of our targets and growth is much faster than what we had anticipated. In fact, for us in India there has not been any slowdown, but an accelerated growth, most probably because it is new with a small base.”
The year 2009 is likely to see Posterscope Worldwide explore more on digitisation of the out of home media.
Speaking exclusively with exchange4media, Annie Rickard, President, Posterscope Worldwide, said, “I am looking forward to exploring all markets, and connections between the Internet and OOH. We have developed a couple of new tools in these areas and I am enjoying the challenges of the two markets – China and India.”
Speaking on the impact of the slowdown on Posterscope Worldwide, Rickard said, “It has had an impact because we are part of that downturn. The short history of outdoor is that it was growing everywhere and it was one of the fastest growing after the Internet, but now, probably that growth has slowed down. It is, however, in better shape as compared to some other media that have been reducing year on year. Nevertheless, it has been impacted, but what it has done is made us really focus on what is the story to an advertiser in recession.”
“India and China have been far better off than the rest of our markets, in fact, in China we were expecting a double digit growth year on year, we were looking at 24 percent growth in the outdoor last year, but now we are looking at 6-7 percent or possibly even 8 percent growth, so there is quite a bit slowdown,” she added.
Rickard also confirmed that Posterscope’s Orbit, a 360-degree process would soon be seen in India as well. “We are definitely importing all the learning and development of tools into this market and already we have got around five good tools built in Posterscope India, whether it’s a mapping tool or any other and the next stage is that we are going to build a planning process for all of the teams to work on so that they deliver great solutions. We are also going to develop a new kind of creative innovations team as well, in fact, everything that exists else where that is relevant to us in this market, we will be doing it,” she further said.
Orbit ensures an upstream delivery, besides helping draw on the knowledge and expertise of the 500-plus staff to create a clear competitive advantage for the clients, while also ensuring consistently high levels of service across all markets. The five tools include Prism Suite Prism Plan, Prism Map, Prism Creative, Prism Postar and Prism Monitar.