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Future Brands added to Starcom Worldwide’s kitty

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Future Brands added to Starcom Worldwide’s kitty

Starcom Worldwide’s arm Future Works, which has been specially created for the Future Group brands, has bagged the additional business of implementation planning, investment (buying) and implementation of Future Brands. When asked about recent reports of ZenithOptimedia handling this business, Manish Porwal, MD, Starcom Worldwide, South and West, explained, “ZenithOptimedia would be handling only the strategic planning of this business.”

No official pitch process preceded the development. Industry sources peg the ad spend of Future Brands in the region of Rs 40 crore. Porwal further said, “Future Works was created to handle the Future Group business. As I understand, Future Brands was under no obligation to add on the Future Brands business to the rest of the group’s business. They decided to use the synergy and the understanding that we have already gathered in the last eight months about media planning in the retail business, which is very different from any other traditional business.”

Porwal informed, “Future Brands is a new division within Future Group that would support private labels, store brands, and is not a retail format. This business is based from Delhi, and was added to the rest of the group's businesses recently.”


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