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Starcom launches new agency FutureWorks to handle Future Group’s media business

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Starcom launches new agency FutureWorks to handle Future Group’s media business

Starcom MediaVest Group has launched a new agency. Called FutureWorks, the agency will handle all of Future Group’s media duties. Dinesh Rathore, who has been promoted, will head the agency as General Manager, India.

FutureWorks will be headquartered in Mumbai and operate as an autonomous associate unit of Starcom Worldwide. It will manage the media strategy and investment needs of all the companies and brands belonging to Future Group. The Pantaloons brand belongs to the Future Group.

Ravi Kiran, CEO, Starcom’s Asia Diversified Services, said, “The launch of this new agency will help us bring a wide range of specialized recruitments as well as bring in accountability.”

Rathore will continue to report to Manish Porwal, who assumed responsibility this month as Managing Director, India-West & South for Starcom Worldwide.

Manish Porwal, Managing Director, India-West and South, Starcom Worldwide, said, “We believe that the communication needs of a retail brand is fundamentally different from that of packaged goods and other classical categories. To provide focus to the Future Group’s opportunities, we decided to create a brand new unit, with its own vision, leadership and operating processes.”

The agency has been set up with the goal of delivering ‘return on objectives’ and ‘consumer connections’ to the Future Group brands. It will work with an initial team of around 20, and later scaled up as the needs expand. It will have the support of all of Starcom’s specialist services and will apply through-the-line planning and activation to Future Group.

Future Group’s flagship enterprise, Pantaloon Retail, is India’s leading retail company with presence in food, fashion and footwear, home solutions and consumer electronics, books and music, health, wellness and beauty, general merchandise, communication products, E-tailing and leisure and entertainment.

The company owns and manages multiple retail formats catering to a wide cross-section of the Indian society. Headquartered in Mumbai, the company operates through 3.5 million square feet of retail space, has over 100 stores across 30 cities in India and employs over 14,000 people.


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