Starcom MediaVest Group has announced the launch of a new out of home agency ‘Vector’. The agency would be headed by Sriram Iyer, who will be its Chief Operating Officer. Vector will be headquartered in Mumbai and operate as a division of Starcom MediaVest Group, with operations in all the metros. Iyer will work under the leadership of Sanjay Shah, CEO, Vector.
Sister agency, Navia Asia, which is one of the top specialist OOH companies, managing the out-of-home needs of clients of all VivaKi media brands in India as well as its own AOR clients, will continue to operate independent of this development. Sanjay Shah will be CEO - India, Navia Asia, in addition to being CEO at Vector. Sriram will be supported by Abhishek Singh, Head, India-North & East, and Rakesh Srivastav Head, India-West & South.
In a prepared statement, Ravi Kiran, CEO - South Asia, Starcom MediaVest Group, said, “The out of home industry is gaining momentum after seeing some difficult times in the past one year. Despite the difficult period, Navia Asia had a steady growth. Inspired by this, we decided to create a brand new unit, with its own vision, leadership and operating processes. Vector will be the newest entrant but will start with a team of fifteen talented professionals and two robust clients.”
Speaking on the new setup, Shah said, “The vision at Starcom MediaVest Group is to be Tomorrow Ready. Vector has been started with this in mind and I’m delighted we have Sriram Iyer heading this new agency. The out of home industry with new technologies, international tools for measurement among other modern frameworks is bound to take great leaps in the way brands advertise. Vector is sure to be a front runner in setting benchmarks for the industry. We hope to grow as a prized jewel in SMG India’s crown.”
Added Iyer, “With Vector we are creating a new approach to the way Out of Home business is done in the country. We will offer clients a 360 degree experiential solution and stay ahead of the curve by being agile and state of the art. Under the guidance of Sanjay, I’m sure we will soon grow to become an agency to watch out for. Some of the initial work we have done is being appreciated by clients and we hope to create lovable campaigns.”
Vector will collaborate with Navia in several areas aimed at bringing greater transparency and accountability to OOH and Ambient Marketing as a discipline and enhancing return on client investment and objectives. These include customisation and application of international tools and best practices, development of India specific planning and measurement frameworks, import and application of new OOH display and production technologies, development and licensing of IP based ideas and structured assets, and technology enabled near-real time monitoring & tracking systems and management dashboards.