The Mumbai-based Vyas Giannetti Creative (VGC) has decided to expand its operations at a national level. Consequently, the agency has roped in MPG's Anjan Roy to oversee the Delhi operations, which have become effective this month.
Commenting on the reasons why the agency decided to float Delhi operations, Atul Hegde, Vice President, VGC, said, "Delhi is the next big advertising market and the potential there is immense. Also, if you observe it, Delhi lacks a creative hot shop like VGC despite its full of big advertising agencies. From that point of view, we are filling a void there, which in effect will benefit us and the Delhi clients equally."
Given that Roy has been with MPG, the Euro RSCG's media arm, prior to this, one does wonder why rope in a media professional for a creative boutique. "We have always been on the look out of people who can approach clients' requirements in a holistic manner. Anjan's background is well rounded with various kinds of media and advertising experiences and this makes him a perfect fit for VGC," said Hegde.
Prior to MPG, Roy has handled advertising accounts of brands like HSBC, Lakme Lever, DCM Group while in Mudra and Enterprise. Even in his six-year stint with Euro, only the last two years have been in the media division.
On making the change from media operations to creative agency, Roy said, "Having worked for over 10 years in diverse disciplines like account management, strategic planning and media, it's clear to me that in complex and competitive times like ours, it is only the end product of creative differentiation that will make or break not just brands but businesses. And even the biggest brands have realised that it is fatal to ignore that - and to that end VGC was a clear choice."