Sam Balsara, Chairman of Madison Communications, has launched an independent, second outdoor agency, Platinum Outdoor. The new agency was launched on January 12, 2007. And he has roped in Arminio Ribeiro as CEO. Ribeiro has quit as President of Portland India and will be joining Platinum from early April.
Platinum Outdoor has also appointed Gour Gupta as COO. He was formerly VP, Primesite. Lokesh Kumar, who was GM, Poster Publicity, has joined Platinum as VP-Business Director.
Said Balsara, CMD, Madison Communications, on the reasons for starting Platinum Outdoor, “Outdoor will be playing a more important role in the advertisers’ marketing plans in the near future, given the clutter in established mass media like Print and TV. Whilst some sectors like telecom, financial and media sectors have used outdoor to their advantage, many others haven't, because media agencies are not convinced or are not alive to the opportunities that outdoor can offer.”
“We need an agency that can evangelise the medium and exploit every out-of-home opportunity. I am confident that Arminio, with his wealth of experience in advertising and OOH, will do just that. We are looking to making Platinum our second network with its own repertoire of specialist units including media,” Balsara added.
Ribeiro, on being asked what will be different about the offering of the new outdoor agency, said, “At Platinum Outdoor, we will deliver a market advantage to potential clients’ OOH needs -- one that moves beyond a business-as-usual approach to delivering the right OOH solution and demonstrates the value in a confident manner.”
“The focus will be on creative and innovative planning and spending, adding value and ensuring clients are delighted with their Return on Investment. We believe that if we want to be a significant player in developing the brand activation market and get into the new consumer congregation points we then need to build those capabilities,” Ribeiro elaborated.
Commented Gour Gupta, “Platinum Outdoor will make every effort to lift the bar in all out-of-home activities and from traditional formats to new formats coupled with accountability and measurability.”