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BEI and Confluence Communications join hands to form BEI Confluence Communications

16-April-2005
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BEI and Confluence Communications join hands to form BEI Confluence Communications

Bteddini Enterprise International (BEI) and Confluence Communications have come together in a strategic collaboration to form BEI Confluence Communications Ltd. BEl Confluence will offer 360-degree communication services through its associate companies -- Media Pros and BEI Direct - to clients.

BEI has invested in equity with 26 per cent stake in the first year, which will increase in the subsequent period.

Tapas Gupta, who will be the Managing Director of BEI Confluence in India, has twenty-five years of experience in advertising. He has been a part of the McCann Erickson system in India and abroad. He was President of a McCann Erickson agency before he founded Confluence in 1998.

Shadi Bteddini began his career in media before going on to set up BEI. He will join the BEI Confluence Board as a Director. The Board of Directors also includes Bashab Sarkar, who has spent 22 years in media and general management. He was last the Managing Director of Maximise, India's fourth-largest media company.

Shadi Bteddini set up BEI in the US in May 1997, while Tapas Gupta set up Confluence Communication, in India in October 1998. By 2004, both agencies had grown considerably. BEl had grown into a Multinational Marketing Communication Group with offices in 36 countries, and instant network and access over 224 cities across the world.

Meanwhile, Confluence had grown into a Rs 60 crore agency with offices in Delhi, Mumbai, Kolkata and Bangalore.

Said Gupta, "BEl and Confluence share the same vision, zeal and values as both these agencies are entrepreneurial ventures of two enterprising people who come from very different background and experiences."

Bteddini, said, "What we share is an unmistakable passion for the business. It's what got us together and it's what keeps us connected."

It is this shared passion for their business and their complementary strengths that will stand both partners in good stead. Confluence will now have instant access to BEI's global knowledge base and operative network, while BEI gains a rock-solid partner for expansion plans across Asia.

BEI Confluence has a roster of multinational and reputed Indian clients, some of whom are leaders in their categories. TCL, the world's largest TV manufacturers, Alcatel mobile phones, Sheela Foam (the makers of Sleep well Mattresses), Air Sahara, Sahara India Pariwar, Body Care, Usha Lexus, DFM Group, STG, Geep Torches and dry cells, Golden Tobacco, Pioneer Taima Footwear, Hindustan Sanitaryware (HSIL), Ebony Retail Chain, Samsung Watches, Duncans Group and Weston Televisions, to name a few.

BEI Confluence has firmly set its sights on reaching the Rs 100-crore mark before the year-end. And by end of 2007, the agency expects to reach the Rs 200-crore mark.

BEI has been expanding in other parts of the globe including the BRIC countries, which is the future of economic growth. At the same time the BEI Confluence brand is already looking at aggressively expanding its operations in Asia. Some of BEI Confluence's international clients such as TCL, PSI and Alcatel, have an active presence in South Asia and the agency hopes to service these clients in those countries locally. An active search for the right partner in Bangladesh, Sri Lanka and Nepal is currently on.

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